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Home Lifestyles - UK - September 2010

Since the start of the recession, consumers have been nervous about committing themselves to major spending on their homes or moving house, but at the same time the home has become more important in terms of the amount of time people are spending there. While going out is still a high spending priority, it appears there has been a shift in focus towards spending spare time at home to save money.

  • Four in ten adults (19.5 million) are spending more of their spare time at home than a couple of years ago, but this extra time is most likely to be taken up watching TV. Brand and retailers need to encourage people to spend more of their time on more active in-home pursuits that might drive the purchasing of products related to activities such as cooking, gardening and DIY.
  • After watching TV, household chores take up the most time spent at home both during the week and weekend, while nearly eight out of ten adults (40 million) really care about the house being clean. Changes to gender roles in the home have lagged the changing role of women in the workplace, so products or marketing that encourage a rebalancing of household chores will be important.
  • A higher proportion of adults are renting and living in flats than back in 2007, and greater percentage of new housing is flats and one- or two-bedroom properties compared with ten years ago. This favours an increased focus on home makeover and softer home enhancement, as well as home furnishings that make the most of more limited living space.
  • DIY participation declined from an estimated 30 million adults in 2006 to 28 million in 2010 and is more deep rooted than being a response to a slump in the economy and the housing market. If declining activity is to be halted, there is a need to build confidence and skills levels, as well as make DIY a more rewarding and self-empowering experience.
  • Interest in and enjoyment of cooking and growing fruit and vegetables was already growing before the recession, but this trend has been heightened by a desire to save money and people spending more spare time at home. Cooking and gardening have practical and emotional benefits and marketing themes focusing on self-sufficiency and self reliance will appeal during the income squeeze.
  • One of the biggest changes in home lifestyles has been the amount of time spent at home on the internet, with just under a quarter of adults (12 million) now spending 30 hours or more online a month (14% in 2007). There is a growing reliance on technology for entertainment in the home and we are increasingly becoming a population that never ‘switches off’.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Abbreviations
        • Future Opportunities

            • Equipping the boomerangers with invaluable life skills
              • It’s a social occasion – not a chore
              • Market in Brief

                • Home central to how we live
                  • Reassessing the value of the home
                    • Owner-occupation past its peak
                      • Shift towards small properties
                        • Growth in one-person households
                          • A nation addicted to watching TV
                            • Satisfaction in keeping a clean house
                              • DIY suffering from skills gap
                                • Interest in food from garden to table
                                • Broader Market Environment

                                  • Key points
                                    • Recession hits spending on the home
                                      • Figure 1: GDP, PDI and consumer expenditure, at current prices, 2005-15
                                    • Working patterns influence time spent at home
                                        • Figure 2: Working patterns, June 2010
                                      • Housing market taking time to recover
                                        • Figure 3: Number of residential housing transactions (not seasonally adjusted), Q1 2007-Q1 2010
                                        • Figure 4: Annual house price growth comparisons, Q1 2007-Q2 2010
                                        • Figure 5: Number of repossessions in the UK, 2000-09
                                      • Ageing and increasingly affluent population
                                        • Figure 6: Trends in the age structure of the UK population, 2005-15
                                        • Figure 7: Forecast adult population trends, by socio-economic group, 2005-15
                                      • Internet increasingly integral to home lifestyles
                                        • Figure 8: Broadband penetration, by age, 2004-09
                                      • Move to staying in during the recession
                                        • Figure 9: Going out habits, February 2009-March 2010
                                    • Housing by Type of Accommodation

                                      • Key points
                                        • Total number of homes increasing
                                          • Figure 10: Total number of dwellings in the UK, 2000-09
                                        • Large bias towards flats in London
                                          • Figure 11: Breakdown of dwelling stock in England, by type of accommodation and region, 2007/08
                                        • Move towards flats and rented accommodation
                                            • Figure 12: Type of home, home ownership and length of time in present home, 2006-10
                                          • Fewer living rooms, but more bathrooms
                                            • Figure 13: Number of rooms in homes, 2006-10
                                            • Figure 14: Types of rooms in home, November 2009
                                          • New housing getting smaller
                                            • Figure 15: Permanent dwellings completed in England, by house or flat and number of bedrooms, 1999/2000-2008/09
                                          • Room for more extensions
                                              • Figure 16: Home extensions, 2006-10
                                          • Household Composition

                                            • Key points
                                              • Trend towards smaller households
                                                • Figure 17: UK households, by size, 2005-15
                                              • Decline in couples with dependent children
                                                • Figure 18: Households in Great Britain, by type of household and family, 1971-2009
                                                • Figure 19: Presence of children in household and one-adult households with children, 2006-10
                                              • Wide range of living arrangements
                                                • Figure 20: Lifestage analysis, 2006-10
                                              • Pets maintain their popularity
                                                • Figure 21: Ownership of cats and dogs, 2007-10
                                            • Life Events and What Is In the Home

                                              • Key points
                                                • Life events as a trigger to purchasing
                                                  • Figure 22: Life events – moving out of parental home, moving in with partner or getting married, 2007-10
                                                • Slump in housing transactions
                                                  • Figure 23: Life events – purchasing/selling a house/flat and making major home improvements, 2007-10
                                                • Changing picture of kitchen appliances
                                                  • Figure 24: Ownership of household items – large kitchen appliances, 2006-10
                                                • Microwave ownership almost universal
                                                  • Figure 25: Ownership of household items – other kitchen equipment and vacuum cleaners, 2006-10
                                                • Big replacement markets for home furnishings
                                                  • Figure 26: Ownership of household items – furniture, flooring and textiles/window furnishings, 2006-10
                                              • Overview of Usage of Time Spent at Home

                                                • Key points
                                                  • TV dominates time spent at home
                                                    • Figure 27: Time spent on activities at home during a typical week or typical weekend, June 2010
                                                  • Leaving time for visitors at the weekend
                                                    • 9-5 workers biggest TV viewers
                                                    • Household Chores and Working at Home

                                                      • Key points
                                                        • Household chores a big part of time spent at home
                                                          • Figure 28: Time spent on average weekday on household chores, 2006-10
                                                        • Satisfaction in a clean home
                                                            • Figure 29: Attitudes towards household cleaning, 2009
                                                          • Numbers working from home still small
                                                            • Figure 30: Trends in working from home, 2006-10
                                                          • A lot of time spent on household chores
                                                            • Figure 31: Activities people spend the most time doing* during a typical week or weekend – household chores, looking after the children, looking after pet and work related to job, June 2010
                                                            • Figure 32: Spending a lot of time during a typical week or weekend doing household chores, by gender and age, June 2010
                                                        • DIY and Gardening

                                                          • Key points
                                                            • Gradual decline in interest in DIY
                                                              • Figure 33: Done DIY in last 12 months, 2006-10
                                                              • Figure 34: Those expecting to carry out DIY/home improvements in the next 12 months, by age and socio-economic group, January 2010
                                                            • Strong interest in improving the home
                                                                • Figure 35: Agreement with lifestyle statements relating to DIY and the home, 2006-10
                                                              • More time spent gardening than doing DIY
                                                                • Figure 36: Activities people spend the most time doing* during a typical week or weekend – gardening and DIY/home improvements, June 2010
                                                                • Figure 37: Spending a lot of time during a typical week or weekend doing gardening, by age and socio-economic group, June 2010
                                                              • Grow your own helps boost garden market
                                                                • Varying levels of interest in gardening
                                                                    • Figure 38: Interest in gardening and growing fruit and vegetables, April 2010
                                                                • Cooking and Entertaining

                                                                  • Key points
                                                                    • Majority enjoy cooking and entertaining
                                                                      • Figure 39: Agreement with lifestyle statements – cooking, entertaining and the kitchen, 2006-10
                                                                      • Figure 40: Enjoyment of cooking and entertaining people at home, by age and socio-economic group, 2010
                                                                    • Weekends for having friends and family around
                                                                      • Figure 41: Activities people spend the most time doing* during a typical week or weekend – cooking for the family and having friends or family around, June 2010
                                                                    • Renewed interest in home baking
                                                                      • Cooking and eating habits react to recession
                                                                        • Figure 42: Changes to cooking and eating habits in the recession, December 2009
                                                                      • Half usually eat their dinner in front of the TV
                                                                        • Four in ten spending more time at home
                                                                          • Figure 43: Agreement with statements on home lifestyles, June 2010
                                                                        • Socialising more at home to save money
                                                                          • Entertaining at home an informal affair
                                                                              • Figure 44: Socialising more at home, by age, June 2010
                                                                          • Use of Other Leisure Time at Home

                                                                            • Key points
                                                                              • More hours at home being spent on the internet
                                                                                • Figure 45: Hours spent on the internet at home in the last month, 2007-10
                                                                                • Figure 46: Number of hours TV viewed on an average weekday, 2006-10
                                                                              • Watching TV still dominates time spent at home
                                                                                • Figure 47: Activities people spend the most time doing* during a typical week or weekend – watching TV, using the internet, reading, listening to music, telephoning/texting friends/family, video/computer games and other games/hobbies, June 2010
                                                                              • Youngest group the most prolific internet users
                                                                                • Reading at home shows an older bias
                                                                                  • Keeping in touch taking up home time
                                                                                    • Gadgets increasingly prominent in home lifestyles
                                                                                    • Attitudes Towards the Home

                                                                                      • Key points
                                                                                        • Home is at the heart of life
                                                                                          • Figure 48: Agreement with lifestyle statements, 2006-10
                                                                                        • Four in ten happy and unlikely to move
                                                                                          • Figure 49: Statements on home improvements, June 2010
                                                                                        • Home improvements a gradual process
                                                                                          • Figure 50: Home improvements to add value to the home and extending the home to get more space, by age and socio-economic group, June 2010
                                                                                        • Lack of money a barrier to families moving
                                                                                            • Figure 51: ‘I would like to move to a larger home but lack the money’, by age and presence of children, June 2010
                                                                                          • Home moving not just about size versus location
                                                                                          • Appendix – Broader Market Environment

                                                                                              • Figure 52: Working patterns, by demographics, June 2010
                                                                                              • Figure 53: Working patterns, by demographics, June 2010
                                                                                              • Figure 54: Broadband penetration, by demographics, 2004-09
                                                                                          • Appendix – Housing by Type of Accommodation

                                                                                              • Figure 55: Type of home and home ownership, by demographics, 2010
                                                                                              • Figure 56: Length of time in present home, by demographics, 2010
                                                                                              • Figure 57: Number of different types of rooms in home – living/dining rooms and bedrooms, by demographics, 2010
                                                                                              • Figure 58: Number of different types of rooms in homes – bathrooms and kitchens, by demographics, 2010
                                                                                              • Figure 59: Home extensions – ownership and bought in last 12 months, by demographics, 2010
                                                                                          • Appendix – Household Composition

                                                                                              • Figure 60: Presence of children in household and one-adult households with children, by demographics, 2010
                                                                                              • Figure 61: Ownership of cats and dogs, by demographics, 2010
                                                                                              • Figure 62: Lifestage analysis, by demographics, 2010
                                                                                              • Figure 63: Lifestage analysis, by demographics, 2010
                                                                                          • Appendix – Life Events and What Is In the Home

                                                                                              • Figure 64: Life events, by demographics, 2010
                                                                                              • Figure 65: Life events, by demographics, 2010
                                                                                              • Figure 66: Ownership of household items – kitchen appliances, by demographics, 2010
                                                                                              • Figure 67: Ownership of household items – kitchen appliances, by demographics, 2010
                                                                                              • Figure 68: Ownership of household items – other kitchen equipment and vacuum cleaners, by demographics, 2010
                                                                                              • Figure 69: Ownership of household items – other kitchen equipment and vacuum cleaners, by demographics, 2010
                                                                                              • Figure 70: Ownership of household items – furniture, flooring and textiles/window furnishings, by demographics, 2010
                                                                                              • Figure 71: Ownership of household items – furniture, flooring and textiles/window furnishings, by demographics, 2010
                                                                                          • Appendix – Overview of Usage of Time Spent at Home

                                                                                              • Figure 72: Time spent on activities at home during a typical week, by working patterns, June 2010
                                                                                              • Figure 73: Time spent on activities at home during a typical week, by working patterns, June 2010
                                                                                              • Figure 74: Time spent on activities at home during a typical weekend, by working patterns, June 2010
                                                                                              • Figure 75: Time spent on activities at home during a typical weekend, by working patterns, June 2010
                                                                                          • Appendix – Household Chores and Working at Home

                                                                                              • Figure 76: Time spent on average weekday on household chores, by demographics, 2010
                                                                                              • Figure 77: Working from home, by demographics, 2010
                                                                                              • Figure 78: Spending a lot of time at home during a typical week on household chores, looking after the children, looking after pet and work related to job, by demographics, June 2010
                                                                                              • Figure 79: Spending a lot of time at home during a typical weekend on household chores, looking after the children, looking after pet and work related to job, by demographics, June 2010
                                                                                          • Appendix – DIY and Gardening

                                                                                              • Figure 80: Done DIY in last 12 months, by demographics, 2010
                                                                                              • Figure 81: Agreement with lifestyle statements relating to DIY and the home, by demographics, 2010
                                                                                              • Figure 82: Spending a lot of time at home during a typical week and typical weekend doing gardening or DIY/home improvements, by demographics, June 2010
                                                                                          • Appendix – Cooking and Entertaining

                                                                                              • Figure 83: Agreement with lifestyle statements, by demographics, 2010
                                                                                              • Figure 84: Statements on home lifestyles, by working patterns, June 2010
                                                                                              • Figure 85: Statements on home lifestyles, by working patterns, June 2010
                                                                                              • Figure 86: Spending a lot of time at home during a typical week and typical weekend cooking for family or having friends or family around, by demographics, June 2010
                                                                                              • Figure 87: Most popular statements on home lifestyles, by demographics, June 2010
                                                                                              • Figure 88: Next most popular statements on home lifestyles, by demographics, June 2010
                                                                                              • Figure 89: Other statements on home lifestyles, by demographics, June 2010
                                                                                          • Appendix – Use of Other Leisure Time at Home

                                                                                              • Figure 90: Number of hours TV viewed per week, by demographics, 2010
                                                                                              • Figure 91: Spending a lot of time at home during a typical week watching TV, using the internet, reading and listening to music, by demographics, June 2010
                                                                                              • Figure 92: Spending a lot of time at home during a typical week telephoning or texting friends/family, doing other games/hobbies or playing video/computer games, by demographics, June 2010
                                                                                              • Figure 93: Spending a lot of time at home during a typical weekend watching TV, using the internet, reading and listening to music, by demographics, June 2010
                                                                                              • Figure 94: Spending a lot of time at home during a typical weekend telephoning or texting friends/family, and doing other games/hobbies, by demographics, June 2010
                                                                                          • Appendix – Attitudes Towards the Home

                                                                                              • Figure 95: Agreement with lifestyle statements, by demographics, 2010
                                                                                              • Figure 96: Statements on home improvements, by working patterns, June 2010
                                                                                              • Figure 97: Statements on home improvements, by working patterns, June 2010
                                                                                              • Figure 98: Statements on home improvements, by demographics, June 2010

                                                                                          Home Lifestyles - UK - September 2010

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