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Homewares - UK - January 2014

“In a market flooded with low-priced goods, retailers face a steep challenge to encourage people to trade up and spend more. We expect to see more investment in exclusive brands and designs as retailers strive to differentiate themselves from competitors including online discounters. And retailers will continue to make more efforts to inspire customers to assemble a coordinated look, using displays, catalogues and online technology to help improve the design literacy of today’s home makers.”

– Jane Westgarth, Senior Market Analyst

Some questions answered in this report include:

  • What is the future for specialist retailers of homewares?
  • The market is dominated by low-priced mass market retailers, so how can retailers add value?
  • How influential is online retailing in the market for homewares?
  • A lot of celebrities endorse homewares but does it influence consumers?
  • What role does style play in shaping demand for homewares?

In the homewares market, there has been growth at the value end of the market through a wide range of retailers. These span the excellent value chains like Home Bargains and The Range, strong high street retailers such as Wilkinson, the vast supermarket chains and the iconic and stylish Ikea. This report examines people’s attitudes to what they pay for their homewares and considers some of the factors that differentiate the higher-priced shoppers from the value-driven.

Demand was certainly dented by the recession that followed the credit crunch. There was a perfect storm – fewer house moves, squeezed incomes and uncertainty about the future. But things have perked up, thanks to more movement within the housing market. And the outlook is looking better still as the key shoppers for homewares, the 25-34s and ABs, grow in numbers.

Homewares enjoy broad availability of products through a wide range of different retailers, both online and offline. With such fragmented distribution we take a look at what motivates people, where they go to shop and how much of this shopping is done online these days.

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Table of contents

  1. Introduction

      • Definitions
        • Broader definitions
          • Household textiles
            • Glassware, tableware and other homewares
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Consumer spend on homewares, 2008-18
                    • Figure 2: The market for homewares (broader definition) by main segment, 2013 (est)
                  • Market factors
                    • Staying in, not eating out
                      • Cooking and baking from scratch
                        • A brighter housing market
                          • The connected consumer
                            • Underlying growth
                              • Companies, brands and innovation
                                • Figure 3: Channels to market, 2013
                              • The consumer
                                • What they bought
                                  • Figure 4: Homewares purchased in the last 12 months, November 2013
                                • Where they bought homewares
                                  • Figure 5: Where homewares were purchased, November 2013
                                • What they think about buying soft furnishings
                                  • Figure 6: Attitudes towards buying soft furnishings, November 2013
                                • What they think about buying for kitchen and dining
                                  • Figure 7: Attitudes towards buying kitchen and dining wares, November 2013
                                • What qualities they look for in homewares
                                  • Figure 8: Qualities affecting choice of homewares, November 2013
                                • What we think
                                • Issues in the Market

                                    • What is the future for specialist retailers of homewares?
                                      • The market is dominated by low-priced mass market retailers, so how can retailers add value?
                                        • How influential is online retailing in the market for homewares?
                                          • A lot of celebrities endorse homewares but does it influence consumers?
                                            • What role does style play in shaping demand for homewares?
                                            • Trend Application

                                                • Trend: Many Me’s
                                                  • Trend: Make it Mine
                                                    • Trend: Generation Next
                                                    • Internal Market Environment

                                                      • Key points
                                                        • Entertaining at home
                                                          • Figure 9: Attitudes towards eating out, by age and financial situation, April 2013
                                                        • A nation that cooks
                                                          • Figure 10: Cooking and eating habits, October 2013
                                                        • Casual dining
                                                          • House sales/mortgages
                                                            • Figure 11: Residential property transactions, 2008-15
                                                          • DIY intentions
                                                          • Broader Market Environment

                                                            • Key points
                                                              • Seven in ten now own a smartphone
                                                                • Figure 12: Personal ownership of mobile phones, January 2012 – September 2013
                                                              • Tablets take off
                                                                • Figure 13: Household ownership of portable computers January 2012-September 2013
                                                              • More households, smaller households
                                                                • Figure 14: UK households, by size, 2008-18
                                                              • The population will grow
                                                                • Figure 15: Forecast adult population trends, by socio-economic group, 2008-18
                                                              • Shifting lifestages
                                                                • Figure 16: Forecast adult population trends, by lifestage, 2008-18
                                                              • Personal disposable income will grow
                                                                • Figure 17: GDP, PDI, consumer expenditure and savings, at current prices, 2008-18
                                                            • Competitive Context

                                                              • Key points
                                                                • Figure 18: Household spend on selected categories, 2009-12
                                                            • Strengths and Weaknesses in the Market

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Dexam helps make Sushi
                                                                      • Figure 19: The Rice Cube, Dexam, 2013
                                                                    • Celebrity tie-ups
                                                                      • Figure 20: Sophie Conran for Portmeirion, 2013
                                                                    • Wow, a new take on doing the dishes
                                                                      • Figure 21: Wash & Drain washing up bowl, Joseph Joseph, 2013
                                                                    • Iconic designs
                                                                      • Figure 22: Cook’s Measure, Tala, 2013
                                                                    • Retail innovation
                                                                    • Market Size and Segmentation

                                                                      • Key points
                                                                        • Forecast
                                                                          • Figure 23: Consumer spend on homewares, 2008-18
                                                                        • A positive big picture
                                                                          • Figure 24: Total retail value sales of home accessories (broader definition), at current and constant prices, 2008-18
                                                                        • Market segmentation
                                                                          • Figure 25: The market for homewares (broader definition) by main segment, 2013 (est)
                                                                          • Figure 26: The market for homewares (broader definition) by main segment, 2008-13
                                                                        • Household textiles
                                                                          • Figure 27: Household textiles by category, 2013
                                                                        • Glassware and tableware
                                                                          • Figure 28: Glassware, tableware and other homewares, by category, 2013
                                                                        • Household linens and textiles
                                                                          • Figure 29: Consumer spend on window, linens and other textiles, 2008-18
                                                                        • Domestic lighting
                                                                          • Figure 30: Consumer spend on Lighting, 2008-18
                                                                        • Cookware and tableware
                                                                          • Figure 31: Consumer spend on Glassware, tableware and other homewares, 2007-13
                                                                        • Other home accessories
                                                                        • Companies and Products

                                                                          • Key points
                                                                            • Curtains and blinds
                                                                              • Household textiles and linens
                                                                                • Tableware and glass
                                                                                  • Lighting
                                                                                    • Kitchenware and cookware
                                                                                    • Channels to Market

                                                                                      • Key points
                                                                                        • Fragmented distribution
                                                                                          • Figure 32: Channels to market, 2012
                                                                                        • Winners and losers
                                                                                          • Figure 33: Channels to market, 2010 and 2012
                                                                                        • Department stores (39% market share)
                                                                                          • Debenhams
                                                                                            • House of Fraser
                                                                                              • John Lewis
                                                                                                • Marks & Spencer
                                                                                                  • Next
                                                                                                    • General value mixed goods retailers (33% market share)
                                                                                                      • Value retailers on the march
                                                                                                        • Figure 34: Selected value mixed goods retailers, turnover, year-end 2009-13
                                                                                                      • Argos
                                                                                                        • Figure 35: Argos, total turnover, year to June 2009-13
                                                                                                      • BHS
                                                                                                        • Dunelm
                                                                                                            • Figure 36: Dunelm, turnover, year to June 2009-13
                                                                                                          • HomeSense
                                                                                                            • Matalan
                                                                                                              • The Range
                                                                                                                • Wilkinson
                                                                                                                  • Supermarkets (6% market share)
                                                                                                                    • Figure 37: Leading supermarkets, share of selling space allocated to homewares, November 2013
                                                                                                                  • Tesco
                                                                                                                    • Asda
                                                                                                                      • Sainsbury’s
                                                                                                                        • DIY stores (5% market share)
                                                                                                                          • Figure 38: Selected DIY retailers, estimated homewares turnover, year-end 2008-2012
                                                                                                                        • B&Q
                                                                                                                          • Figure 39: B&Q, lighting examples, December 2013
                                                                                                                        • Homebase
                                                                                                                          • Figure 40: Habitat, selected products, December 2013
                                                                                                                        • Tiger
                                                                                                                          • Figure 41: Tiger, example of store interior, January 2014
                                                                                                                        • Specialist retailers (5% market share)
                                                                                                                          • Specialist cookshop chains on the up
                                                                                                                            • Figure 42: Turnover for Steamer Trading and Lakeland, 2008-12
                                                                                                                          • Lakeland
                                                                                                                            • Steamer Trading
                                                                                                                              • Ponden (Ponden Home and Ponden Mill)
                                                                                                                                • Hillary’s Blinds
                                                                                                                                  • Home shopping (6% market share)
                                                                                                                                    • Figure 43: Shopping for the home online, UK, 2007-13
                                                                                                                                    • Figure 44: Amazon UK, total turnover, 2008 -2012
                                                                                                                                  • Furniture retailers
                                                                                                                                    • Ikea
                                                                                                                                        • Figure 45: Ikea, space allocation by product group, 2013
                                                                                                                                      • Laura Ashley
                                                                                                                                        • Cargo
                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                          • Key points
                                                                                                                                            • £43 million spent on above the line advertising
                                                                                                                                              • Figure 46: Topline adspend homewares, 2009-12
                                                                                                                                              • Figure 47: Adspend on homewares, by advertiser, 2012
                                                                                                                                              • Figure 48: Adspend on homewares, by media type, 2009-13
                                                                                                                                          • The Consumer – Purchasing Patterns

                                                                                                                                            • Key points
                                                                                                                                              • Purchasing patterns for homewares
                                                                                                                                                • Figure 49: Homewares purchased in the last 12 months, November 2013
                                                                                                                                              • Role of women as homemaker?
                                                                                                                                                • Figure 50: Homewares purchased in the last 12 months, November 2013
                                                                                                                                              • Homewares as gifts
                                                                                                                                                • People are shopping for a wide range of homewares
                                                                                                                                                  • Figure 51: Repertoire of homewares purchased in the last 12 months, November 2013
                                                                                                                                                  • Figure 52: Repertoire of homewares purchased in the last 12 months, by age, November 2013
                                                                                                                                                  • Figure 53: Repertoire of homewares purchased in the last 12 months, by socio-economic group, November 2013
                                                                                                                                              • The Consumer – Where Homewares Were Purchased

                                                                                                                                                • Key points
                                                                                                                                                  • Where homewares were purchased
                                                                                                                                                    • Figure 54: Where homewares were purchased, November 2013
                                                                                                                                                  • The online shopping phenomenon
                                                                                                                                                    • C2s favour discount shops, supermarkets and Argos
                                                                                                                                                      • Department/variety stores favoured by ABs
                                                                                                                                                        • Plenty of shopping for homewares at Ikea
                                                                                                                                                          • Figure 55: Where homewares were purchased, November 2013
                                                                                                                                                        • Plenty of shopping around
                                                                                                                                                          • Figure 56: Repertoire of where homewares were purchased, November 2013
                                                                                                                                                      • The Consumer – Attitudes towards Buying Soft Furnishings/Textiles

                                                                                                                                                        • Key points
                                                                                                                                                          • Attitudes towards buying soft furnishings and textiles
                                                                                                                                                            • Figure 57: Attitudes towards buying soft furnishings, November 2013
                                                                                                                                                          • Tactile sensations
                                                                                                                                                            • Women like co-ordination
                                                                                                                                                              • Younger people opt for inexpensive homewares
                                                                                                                                                                • Impulse shapes habits
                                                                                                                                                                  • Inspiration from displays
                                                                                                                                                                    • Brand or own-label?
                                                                                                                                                                      • Figure 58: Attitudes towards buying soft furnishings/textiles, branded or own-label, by age and socio-economic group, November 2013
                                                                                                                                                                    • Fashion
                                                                                                                                                                      • Shopping on price
                                                                                                                                                                      • The Consumer – Attitudes towards Buying Kitchen and Dining Wares

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Attitudes towards buying kitchen and dining wares
                                                                                                                                                                            • Figure 59: Attitudes towards buying kitchen and dining wares, November 2013
                                                                                                                                                                          • Function matters in the kitchen
                                                                                                                                                                            • Easy to clean up
                                                                                                                                                                              • Special things for occasions
                                                                                                                                                                                • Arranging the dinner table
                                                                                                                                                                                  • Keeping things co-ordinated
                                                                                                                                                                                    • Ideas from the television
                                                                                                                                                                                      • Getting the right tin
                                                                                                                                                                                      • The Consumer – Qualities Affecting Choice of Homewares

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Qualities affecting choice of homewares
                                                                                                                                                                                            • Figure 60: Qualities affecting choice of homewares, November 2013
                                                                                                                                                                                            • Figure 61: Qualities affecting choice of homewares, top three by homewares category, November 2013
                                                                                                                                                                                          • Where style really matters
                                                                                                                                                                                            • Touch and feel the textiles
                                                                                                                                                                                              • Basics for the kitchen
                                                                                                                                                                                              • Appendix – Market Segmentation and Forecasts

                                                                                                                                                                                                  • Figure 62: Consumer spend on window furnishings and accessories, 2008-18
                                                                                                                                                                                                  • Figure 63: Consumer spend on household linens, 2008-18
                                                                                                                                                                                                  • Figure 64: consumer spend on other household textiles, 2008-18
                                                                                                                                                                                                  • Figure 65: Consumer spend on glassware and tableware, 2008-18
                                                                                                                                                                                                  • Figure 66: Consumer spend on kitchenware, 2008-18
                                                                                                                                                                                                  • Figure 67: Consumer spend on other decorative housewares, 2008-18
                                                                                                                                                                                                  • Figure 68: Consumer spend on lighting, 2008-18
                                                                                                                                                                                                  • Figure 69: Consumer spend on other homewares, 2008-18
                                                                                                                                                                                              • Appendix – Channels to Market

                                                                                                                                                                                                  • Figure 70: Leading mixed-goods retailers’ net revenues, 2008-12
                                                                                                                                                                                                  • Figure 71: Leading mixed goods retailers, store numbers, 2008-12
                                                                                                                                                                                              • Appendix – The Consumer – Homewares Purchased in the Last 12 Months

                                                                                                                                                                                                  • Figure 72: Most popular homewares purchased in the last 12 months – Bought for own home in the last 12 months, by demographics, November 2013
                                                                                                                                                                                                  • Figure 73: Next most popular homewares purchased in the last 12 months – Bought for own home in the last 12 months, by demographics, November 2013
                                                                                                                                                                                                  • Figure 74: Most popular homewares purchased in the last 12 months – Bought as a gift for someone else in the last 12 months, by demographics, November 2013
                                                                                                                                                                                                  • Figure 75: Next most popular homewares purchased in the last 12 months – Bought as a gift for someone else in the last 12 months, by demographics, November 2013
                                                                                                                                                                                                  • Figure 76: Repertoire of homewares purchased in the last 12 months, by demographics, November 2013
                                                                                                                                                                                              • Appendix – The Consumer – Where Homewares Were Purchased

                                                                                                                                                                                                  • Figure 77: Most popular place where homewares were purchased – Bought in-store, by demographics, November 2013
                                                                                                                                                                                                  • Figure 78: Next Most popular place where homewares were purchased – Bought in-store, by demographics, November°2013
                                                                                                                                                                                                  • Figure 79: Most popular place where homewares were purchased – Bought online, by demographics, November 2013
                                                                                                                                                                                                  • Figure 80: Next most popular place where homewares were purchased – Bought online, by demographics, November°2013
                                                                                                                                                                                                  • Figure 81: Repertoire of where homewares were purchased, by demographics, November 2013
                                                                                                                                                                                              • Appendix – The Consumer – Attitudes towards Buying Soft Furnishings

                                                                                                                                                                                                  • Figure 82: Most popular attitudes towards buying soft furnishings, by demographics, November 2013
                                                                                                                                                                                                  • Figure 83: Next most popular attitudes to buying soft furnishings, by demographics, November 2013
                                                                                                                                                                                              • Appendix – The Consumer – Attitudes towards Buying Kitchen and Dining Wares

                                                                                                                                                                                                  • Figure 84: Most popular attitudes towards buying kitchen and dining wares, by demographics, November 2013
                                                                                                                                                                                                  • Figure 85: Next most popular attitudes towards buying kitchen and dining wares, by demographics, November 2013
                                                                                                                                                                                              • Appendix – The Consumer – Qualities Affecting Choice of Homewares

                                                                                                                                                                                                  • Figure 86: Qualities affecting choice of homewares – High quality finish/feel, by demographics, November 2013
                                                                                                                                                                                                  • Figure 87: Qualities affecting choice of homewares – Something unique, by demographics, November 2013
                                                                                                                                                                                                  • Figure 88: Qualities affecting choice of homewares – Lowest price, by demographics, November 2013
                                                                                                                                                                                                  • Figure 89: Qualities affecting choice of homewares – Stylish appearance, by demographics, November 2013
                                                                                                                                                                                                  • Figure 90: Qualities affecting choice of homewares – Functional design, by demographics, November 2013
                                                                                                                                                                                                  • Figure 91: Qualities affecting choice of homewares – a brand I like, by demographics, November 2013
                                                                                                                                                                                                  • Figure 92: Qualities affecting choice of homewares – Made in the latest style, by demographics, November 2013
                                                                                                                                                                                                  • Figure 93: Qualities affecting choice of homewares – Produced in an environmentally friendly way, by demographics, November 2013

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                              Homewares - UK - January 2014

                                                                                                                                                                                              £1,995.00 (Excl.Tax)