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Home Security - UK - September 2010

This report looks at home security products and services, both in terms of the ownership and purchasing of products that improve safety in the home or reduce the likelihood of a burglary or break-in and the measures people take to protect their home and belongings

  • The major DIY retailers dominate distribution of home security products, but this is a sector where specialists perform well because they can deliver installation services as well as home security goods. Good advice would motivate 18m adults to decide where they shop for home security, while installation services appeal to 14m adults, suggesting more opportunity for the major DIY companies to develop relationships with installers.
  • Some 9m adults would consider reviewing their home security when moving house or undertaking a major redecorating project. So the recent economic downturn, which has created a slowdown in house moving, has played a part in depressing demand for home security items.
  • Awareness is driven by campaigns by the government, which has publicised the advantages of smoke alarms, the dangers of carbon monoxide and sensible precautions against burglaries.One in ten adults have fitted officially-endorsed security products and nine in ten have a smoke alarm - although only half regularly check that the alarm is in working order.
  • Even though there is a long-term decrease in crime in the UK, widespread media reports of theft, violent crime and anti-social behaviour keeps fuelling awareness of theft and could even be blamed for creating a fear culture. In a typical year 2 in every 1000 homes will have a fire, 20 in every 1000 will be burgled and a tiny fraction (a total of 37 incidents nationally each year) will suffer from a carbon monoxide leak.
  • But consumers are more worried than these statistics might indicate, as 9 million consider the area where they live to have a medium to high risk of a burglary, although this is far lower than the 34m who live in an area where they believe the risk of burglary is medium to low.
  • For the future the ageing population, underlying growth in number of households in the UK and the trend towards living in flats will all help contribute to underlying growth in demand for home security items. As economic conditions improve and consumers begin to move house more regularly, we expect an upturn in demand .

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definition
          • Abbreviations
          • Future Opportunities

              • Overcoming inertia
                • Take care of yourself
                  • Building on consumers’ trust
                  • Market in Brief

                    • Slowdown in consumer spending
                      • Risk of burglaries and fires
                        • Fewer burglaries
                          • A nervous society
                            • Smoke alarms save lives
                              • Rising household numbers should lift demand
                                • But home security upgrades are linked to moving home
                                  • Ageing population good news for home security products
                                    • Plenty of potential to grow ownership
                                      • Figure 1: Ownership of home security products, June 2010
                                    • How consumers feel about home security
                                      • Where consumers choose to shop for security products
                                        • Five main customer types
                                          • Innovation in the sector
                                            • Manufacture and supply is concentrating
                                              • Little corporate advertising in the sector
                                                • Future
                                                • Internal Market Environment

                                                  • Key points
                                                    • Number of UK households
                                                      • Figure 2: UK households, by size, 2005-15
                                                    • What is the real risk of a fire at home?
                                                      • Carbon monoxide incidents
                                                        • Breaking and entering
                                                          • Burglaries falling thanks to better home security
                                                            • Figure 3: Burglary statistics in england and wales, 2006-10
                                                            • Figure 4: Burglary statistics in England and Wales (Indexed), 2006-10
                                                          • Who owns home security devices?
                                                            • Figure 5: Ownership of home security devices among households which are/are not victims of burglaries, 2010
                                                          • Basic security really reduces burglaries
                                                            • High fear of burglary
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Gradual rise in the number of dwellings
                                                                  • Figure 6: Number of UK dwellings, 1991-2008
                                                                • Flats more likely to be victims of burglary
                                                                  • Figure 7: Type of housing stock – England, 1999-2008
                                                                • Slowing housing market dents demand
                                                                  • Figure 8: Housing transactions, 2005-09
                                                                • Ageing population bodes well for security devices
                                                                  • Figure 9: Trends in the age structure of the UK population, 2005-15
                                                                • Growth in ABC1s good for home security
                                                                  • Figure 10: Forecast adult population trends, by socio-economic group, 2005-15
                                                                • Landlords’ obligations
                                                                  • Legislation
                                                                  • Strengths and Weaknesses in the Market

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Councils spread the use of property marking
                                                                            • Wireless technology makes DIY surveillance affordable
                                                                              • Bosch launches plug and play CCTV
                                                                                • Dycon allows pets to roam without triggering the alarm
                                                                                  • CCTV cameras in disguise
                                                                                    • Remote monitoring of CCTV
                                                                                    • Market Size

                                                                                      • Key points
                                                                                        • Consumer spending
                                                                                          • Figure 11: UK consumer spending on home security equipment, at current and constant prices, 2005-15
                                                                                        • Forecast
                                                                                          • Third age population
                                                                                          • Market Segmentation

                                                                                            • Key points
                                                                                              • Consumer spending by segment
                                                                                                • Figure 12: UK consumer spending on home security equipment, by segment, 2010
                                                                                              • Intruder alarms recovering as house moves pick up
                                                                                                • Figure 13: UK consumer spending on intruder alarms, at current and constant prices, 2005-15
                                                                                              • Downturn in house moving affects security hardware
                                                                                                • Figure 14: UK consumer spending on locks and other security hardware, at current and constant prices, 2005-15
                                                                                              • Smoke detectors a small but steady market
                                                                                                • Figure 15: UK consumer spending on smoke detectors, carbon monoxide detectors and other fire safety equipment, at current and constant prices, 2005-15
                                                                                            • Companies and Products

                                                                                              • Key points
                                                                                                • United Technologies Corporation (Including Chubb, Guardall, Kidde)
                                                                                                  • Chubb (UTC)
                                                                                                    • Kidde (UTC)
                                                                                                      • Assa Abloy (including Yale, Mul-T-Lock)
                                                                                                        • Yale (Assa Abloy)
                                                                                                          • Mul-T-Lock (Assa Abloy)
                                                                                                              • Figure 16: Product offering – Mul-T-Lock
                                                                                                            • Dyno Locks & Alarms (Centrica)
                                                                                                              • Honeywell Security Group
                                                                                                                • FireAngel
                                                                                                                  • Master Lock
                                                                                                                    • ADT Home Security
                                                                                                                      • SmartWater
                                                                                                                        • Selectamark Security Systems plc
                                                                                                                        • Channels to Market

                                                                                                                          • Key points
                                                                                                                            • Distribution dominated by the big shed DIY chains
                                                                                                                              • National Security Inspectorate
                                                                                                                                • Master Locksmiths Association
                                                                                                                                  • Figure 17: Attitudes towards shopping for home security devices, June 2010
                                                                                                                                • Argos
                                                                                                                                  • B&Q
                                                                                                                                    • Homebase
                                                                                                                                      • Wickes
                                                                                                                                        • Robert Dyas
                                                                                                                                          • Screwfix
                                                                                                                                          • Advertising and Promotion

                                                                                                                                            • Key points
                                                                                                                                              • Advertising dominated by ADT
                                                                                                                                                • Figure 18: Monitored media advertising spend on home security, by company, 2006-10
                                                                                                                                              • Government and other publicity
                                                                                                                                                • Figure 19: Monitored media government advertising spend on home security campaigns, 2006-09
                                                                                                                                              • The silent killer
                                                                                                                                                • Toxic smoke can kill your child in under a minute
                                                                                                                                                  • Keep it safe, keep it hidden, keep it locked
                                                                                                                                                    • Neighbourhood Watch
                                                                                                                                                    • The Consumer – Ownership of Home Security Products

                                                                                                                                                      • Key points
                                                                                                                                                        • Ownership of security products
                                                                                                                                                          • Figure 20: Ownership of home security products, by risk of burglary, June 2010
                                                                                                                                                        • Wide variation in use of home security equipment
                                                                                                                                                          • Danger from carbon monoxide underestimated
                                                                                                                                                            • Figure 21: Ownership of carbon monoxide alarms, by region, June 2010
                                                                                                                                                          • Behind closed doors
                                                                                                                                                            • Figure 22: Ownership of extra door and window locks, by region, June 2010
                                                                                                                                                          • Lighting up intruders
                                                                                                                                                            • Figure 23: Ownership of external security lighting, by region, June 2010
                                                                                                                                                          • Putting out fire
                                                                                                                                                            • Wired for alarms
                                                                                                                                                              • Figure 24: Ownership of intruder alarm (not externally monitored), by region, June 2010
                                                                                                                                                            • Valuables locked away
                                                                                                                                                              • Neighbourhood Watch
                                                                                                                                                                • Low ownership of CCTV
                                                                                                                                                                  • Repertoire of ownership
                                                                                                                                                                    • Repertoire of home security products owned
                                                                                                                                                                      • Figure 25: Repertoire of ownership of home security products, June 2010
                                                                                                                                                                    • Plenty of opportunity to cross-sell
                                                                                                                                                                        • Figure 26: Ownership of home security products, by repertoire of ownership of home security products, June 2010
                                                                                                                                                                      • Single items owned tend to be smoke alarms
                                                                                                                                                                        • Three items: smoke, carbon monoxide and extra locks
                                                                                                                                                                          • Homeowners have higher ownership of items
                                                                                                                                                                            • Repertoire by where shop for security products
                                                                                                                                                                              • Figure 27: Repertoire of ownership of home security products, by where consumers would buy home security products, June 2010
                                                                                                                                                                              • Figure 28: Repertoire of ownership of home security products, by most popular statements on shopping for home security devices, June 2010
                                                                                                                                                                          • The Consumer – Attitudes Towards Home Security

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Attitudes towards home security
                                                                                                                                                                                • Figure 29: Attitudes towards home security, by risk of burglary, June 2010
                                                                                                                                                                              • Taking care to lock up
                                                                                                                                                                                • How much risk of burglary?
                                                                                                                                                                                  • Figure 30: Perceived risk of burglary, by socio-economic group, region and ACORN group, June 2010
                                                                                                                                                                                • Relying on the equipment
                                                                                                                                                                                  • Figure 31: Ownership of smoke detector, and testing that detector works (indexed) by age and socio-economic group, June 2010
                                                                                                                                                                                • Switching off at the plug
                                                                                                                                                                                  • Show them you are protected
                                                                                                                                                                                    • Figure 32: Belief that alarm acts as deterrent and ownership of intruder alarms, by socio-economic group and ACORN group, June 2010
                                                                                                                                                                                  • Fixing up the house
                                                                                                                                                                                    • Neighbourhood watch does the job
                                                                                                                                                                                      • Traceable items
                                                                                                                                                                                        • Just deal with it later
                                                                                                                                                                                          • Official endorsements
                                                                                                                                                                                          • The Consumer – Attitudes Towards Shopping for Home Security Devices

                                                                                                                                                                                            • Key points
                                                                                                                                                                                                • Figure 33: Where consumers would shop for home security products, June 2010
                                                                                                                                                                                              • DIY and specialists dominate the sector
                                                                                                                                                                                                • Untapped potential for Argos and supermarkets
                                                                                                                                                                                                  • Specialist shoppers like endorsements
                                                                                                                                                                                                    • How people feel about shopping for home security
                                                                                                                                                                                                      • Figure 34: Statements on shopping for home security products, by risk of burglary, June 2010
                                                                                                                                                                                                    • Information online
                                                                                                                                                                                                      • Assurances from informed staff
                                                                                                                                                                                                        • Trusted brands
                                                                                                                                                                                                          • Compare the market
                                                                                                                                                                                                            • Installation please
                                                                                                                                                                                                            • Target Groups

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                  • Figure 35: Marketing targets for home security products, June 2010
                                                                                                                                                                                                                • High Risk (26%) (13.3 million adults)
                                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                                    • What security equipment do they have?
                                                                                                                                                                                                                      • Figure 36: Security equipment owned, by High Risk target group, June 2010
                                                                                                                                                                                                                    • What are their views on shopping?
                                                                                                                                                                                                                      • Alarmed (10%) 5.1 million adults
                                                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                                                          • What security equipment do they have?
                                                                                                                                                                                                                            • Figure 37: Security equipment owned, by Alarmed target group, June 2010
                                                                                                                                                                                                                          • What are their views on shopping?
                                                                                                                                                                                                                            • Safety First (22%) (11.3 million adults)
                                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                                • What security equipment do they have?
                                                                                                                                                                                                                                  • Figure 38: Security equipment owned, by Safety First target group, June 2010
                                                                                                                                                                                                                                • What are their views on shopping?
                                                                                                                                                                                                                                  • Neighbourhood Watchers (12%) (6.2 million adults)
                                                                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                                                                      • What security equipment do they have?
                                                                                                                                                                                                                                        • Figure 39: Security equipment owned, by Neighbourhood Watchers target group, June 2010
                                                                                                                                                                                                                                      • What are their views on shopping?
                                                                                                                                                                                                                                        • Unconcerned (30%) (15.4 million adults)
                                                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                                                            • What security equipment do they have?
                                                                                                                                                                                                                                              • Figure 40: Security equipment owned, by Unconcerned target group, June 2010
                                                                                                                                                                                                                                            • What are their views on shopping?
                                                                                                                                                                                                                                            • Appendix – Broader Market Environment

                                                                                                                                                                                                                                                • Figure 41: Age of housing stock – England, as of March 31, 2007
                                                                                                                                                                                                                                            • Appendix – Consumer – Ownership of Home Security Products

                                                                                                                                                                                                                                                • Figure 42: Most popular ownership of home security products, by demographics, June 2010
                                                                                                                                                                                                                                                • Figure 43: Next most popular ownership of home security products, by demographics, June 2010
                                                                                                                                                                                                                                                • Figure 44: Repertoire of ownership of home security products, by demographics, June 2010
                                                                                                                                                                                                                                                • Figure 45: Repertoire of ownership of home security products, by next most popular statements on shopping for home security devices, June 2010
                                                                                                                                                                                                                                            • Appendix – Consumer – Attitudes Towards Home Security

                                                                                                                                                                                                                                                • Figure 46: Most popular attitudes towards home security, by demographics, June 2010
                                                                                                                                                                                                                                                • Figure 47: Next most popular attitudes towards home security, by demographics, June 2010
                                                                                                                                                                                                                                                • Figure 48: Other attitudes towards home security, by demographics, June 2010
                                                                                                                                                                                                                                            • Appendix – Consumer – Attitudes Towards Shopping for Home Security Devices

                                                                                                                                                                                                                                                • Figure 49: Attitudes towards shopping for home security devices, by demographics, June 2010
                                                                                                                                                                                                                                                • Figure 50: Statements on shopping for home security devices, by demographics, June 2010
                                                                                                                                                                                                                                                • Figure 51: Attitudes towards home security, by most popular statements on shopping for home security devices, June 2010
                                                                                                                                                                                                                                                • Figure 52: Attitudes towards home security, by next most popular statements on shopping for home security devices, June 2010
                                                                                                                                                                                                                                                • Figure 53: Statements on shopping for home security devices, by most popular attitudes towards home security, June 2010
                                                                                                                                                                                                                                                • Figure 54: Statements on shopping for home security devices, by next most popular attitudes towards home security, June 2010
                                                                                                                                                                                                                                                • Figure 55: Statements on shopping for home security devices, by other attitudes towards home security, June 2010
                                                                                                                                                                                                                                            • Appendix – Target Groups

                                                                                                                                                                                                                                                • Figure 56: Target groups, by demographics, June 2010
                                                                                                                                                                                                                                                • Figure 57: Attitudes towards home security, by demographics, June 2010
                                                                                                                                                                                                                                                • Figure 58: Ownership of home security products, by target groups, June 2010
                                                                                                                                                                                                                                                • Figure 59: Attitudes towards shopping for home security devices, by target groups, June 2010
                                                                                                                                                                                                                                                • Figure 60: Statements on shopping for home security devices, by target groups, June 2010
                                                                                                                                                                                                                                                • Figure 61: Repertoire of ownership of home security products, by target groups, June 2010

                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                                            • Argos
                                                                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                                                                            • ASSA ABLOY Ltd
                                                                                                                                                                                                                                            • Centrica Plc
                                                                                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                                                                                            • Council of Mortgage Lenders
                                                                                                                                                                                                                                            • Department of Trade and Industry
                                                                                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                                                                                            • Home Retail Group
                                                                                                                                                                                                                                            • Homebase Ltd
                                                                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                                                                            • Kantar Media
                                                                                                                                                                                                                                            • Kingfisher UK & Ireland
                                                                                                                                                                                                                                            • Lidl (UK)
                                                                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                                                                            • Netto Foodstores Ltd
                                                                                                                                                                                                                                            • Robert Dyas Holdings
                                                                                                                                                                                                                                            • Saga Services (finance)
                                                                                                                                                                                                                                            • Screwfix UK
                                                                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                                                                            • Travis Perkins PLC
                                                                                                                                                                                                                                            • Travis Perkins Retail
                                                                                                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                                                                                                            • Yellow Pages Association

                                                                                                                                                                                                                                            Home Security - UK - September 2010

                                                                                                                                                                                                                                            £1,995.00 (Excl.Tax)