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Homewares - UK - January 2015

“Many homewares, such as curtains, linens, decorative accessories and cushions help define the way that the home looks and feels. People’s choice of colours, textures, styles and unusual items allow them to inject their own personality into their homes and create rooms that reflect their sense of design and comfort. While furnishings and walls are often fairly neutral, homewares can add a splash of colour, a hint of design and a homely touch. This is one of the reasons that we see people buying several items at one time, to create the look they want. And, with such a large choice at affordable prices, retailers can encourage people to refresh their rooms more often, changing colour scheme or atmosphere by buying new homewares.”
– Jane Westgarth, Senior Market Analyst

This report answers the following questions:

  • Are people flocking to the discounters for homewares?
  • Is there a role for specialists in homewares?
  • Is online retailing gaining in importance in homewares?
  • Do people buy homewares as gifts?

 

Homewares is a wide-reaching group of products that encompasses linens, decorative accessories, lighting, cookware and tableware, curtains and blinds. What gels this market together is that many homewares can add highlights to the look of a room, injecting colour and style. And the research for this report demonstrates that people buy a wide range of homewares – 30% of those who have bought any in the last 12 months made purchases from 5 or more categories. So retailers that carry a range of homewares stand to gain from the tendency to want things to co-ordinate or match and have an opportunity to build loyalty with their customers.

Sales of homewares have been buoyant in 2014, helped by high levels of consumer confidence. The strong housing market has also helped to stimulate demand for homewares. In the consumer research section this report looks at what people have bought, either for themselves or as a gift for others. And we look at the key factors that influence purchases across a range of different types of products. The report also examines where people buy homewares and the role of online shopping within this market. 

In the consumer research section this report looks at what people have bought, either for themselves or as a gift for others. And we look at the key factors that influence purchases across a range of different types of products. The report also examines where people buy homewares and the role of online shopping within this market.
 

This report excludes electrical goods, with the exception of lamps/light fittings. So we do not cover small kitchen appliances, digital photo frames, or home electrical appliances such as vacuum cleaners.

The following definitions give examples of the products within each category but are not fully comprehensive.

Home accessories

  • Vases/bowls

  • Candles and candle holders

  • Pictures/prints, mirrors, photo frames and clocks

  • Bathroom accessories (eg soap holders).
     

Tableware

  • Drinkware (eg glasses, jugs and decanters)

  • Crockery and china eg plates, dessert bowls, serving bowls, platters, mugs, cups and saucers)

  • Oven-to-tableware

  • Table accessories eg salt/pepper sets

  • Cutlery (flatware).
     

Kitchenware and bakeware

  • Pans, frying pans

  • Utensils

  • Baking tins, oven tins etc

  • Kitchen accessories eg storage jars, chopping boards.
     

Lighting

  • Light fittings

  • Lamp shades (excludes light bulbs).
     

Household linens and textiles

  • Filled products – duvets, pillows, mattress toppers (regardless of filling)

  • Mattress covers

  • Duvet covers (including sets comprising duvet covers and pillowcases)

  • Sheets, valances, pillowcases

  • Blankets, bedspreads, ‘comforters’, throws, bed runners

  • Bolsters, neckrolls, cushions positioned for bed accessorising.
     

Bathroom textiles:

  • Towels (including beach towels)

  • Bathmats.
     

Other household linen:

  • Tablecloths, napkins, place mats (individually and in sets)

  • Tea towels and kitchen towels.
     

Curtains and blinds

  • Ready-made curtains

  • Other curtains

  • Ready-made blinds

  • Other blinds.

     

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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 selected homewares, 2009-19
                    • Figure 2: The market for homewares (broader definition) by main segment, 2014 (est)
                  • Market factors
                    • Companies, brands and innovation
                      • Figure 3: Channels to market, 2014 (est)
                    • The consumer
                      • High volume of purchases
                        • Figure 4: Homewares purchased in the last 12 months, bought for own home, bought as a gift, November 2014
                      • Linens are the most-purchased category
                        • Figure 5: Retailers used for homewares, November 2014
                      • Six in 10 purchasers bought online
                        • Argos and IKEA lead the pack
                          • People consider different factors for different homewares
                            • Figure 6: Qualities people look for when shopping for homewares, November 2014
                          • Choice and lit displays matter for lighting
                            • Figure 7: Factors influencing purchasing of lighting, November 2014
                          • Creating a look matters
                            • Figure 8: Important factors when buying decorative accessories eg ornaments, vases, picture frames, November 2014
                          • What we think
                          • Issues and Insights

                              • Are people flocking to the discounters for homewares?
                                • The facts
                                  • The implications
                                    • Is there a role for specialists in homewares?
                                      • The facts
                                        • The implications
                                          • Is online retailing gaining in importance in homewares?
                                            • The facts
                                              • The implications
                                                • Do people buy homewares as gifts?
                                                  • The facts
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Make it Mine
                                                          • Trend: Experience is All
                                                            • Trend: Guiding Choice
                                                            • Internal Market Environment

                                                              • Key points
                                                                  • Figure 9: Cooking and eating habits, September 2014
                                                                • Home baking popular
                                                                  • Figure 10: Frequency of baking at home, March 2014
                                                                • Casual dining styles
                                                                  • More marriages
                                                                    • Figure 11: Marriages in England and Wales, 2008-12
                                                                  • 70 million bedrooms in the UK
                                                                    • Number of bedrooms in each home
                                                                      • Figure 12: Number of bedrooms in homes, England and Wales, 2013
                                                                  • Broader Market Environment

                                                                    • Key points
                                                                      • Internet access more convenient than ever
                                                                        • Figure 13: Ownership of selected personal technology, September 2013 and October 2014
                                                                      • Number of housing transactions
                                                                        • Figure 14: Number of housing transactions, 2009-2014
                                                                      • More households, smaller households
                                                                        • Figure 15: UK households, by size, 2008-18
                                                                      • Expanding population
                                                                        • Figure 16: Forecast adult population trends, by socio-economic group, 2008-18
                                                                      • Shifting lifestages
                                                                        • Figure 17: Forecast adult population trends, by lifestage, 2008-18
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Figure 18: Consumer spend on selected categories for the home, 2009-2014
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Product innovation
                                                                              • Innovative lighting casts interesting shadows
                                                                                • Figure 19: 8 Cells Ceiling Lamp
                                                                              • Easy-to-use slicer offers variable thicknesses
                                                                                • Figure 20: The Handheld Mandoline by Cuisipro
                                                                              • New function for a classic product
                                                                                • Figure 21: Drinks dispenser jar from Kilner
                                                                              • Multifunctional utensil
                                                                                • Figure 22: The Scooner utensil which converts from a fish slice to a scoop
                                                                              • Seasonings pestle and mortar
                                                                                • Retail innovation
                                                                                  • Ever-more convenient shopping
                                                                                    • Digital offerings
                                                                                      • Retail theatre
                                                                                        • New entrant
                                                                                          • Record Black Friday in 2014
                                                                                          • Market Size and Segmentation

                                                                                            • Key points
                                                                                              • Figure 23: Consumer spend on selected homewares, 2009-19
                                                                                            • Homewares forecast
                                                                                              • Figure 24: Consumer spend on selected homewares, £m and index, 2009-19
                                                                                            • Broader definition of consumer spending
                                                                                              • Figure 25: Total sales of homewares (broader definition), 2010-14
                                                                                            • Market segmentation
                                                                                              • Figure 26: The market for homewares (broader definition), by main segment, 2014 (est)
                                                                                              • Figure 27: Market for homewares, by segment, 2012 and 2014
                                                                                            • Domestic lighting
                                                                                            • Channels to Market

                                                                                              • Key points
                                                                                                  • Figure 28: Channels to market, 2014 (est)
                                                                                                • Department stores
                                                                                                  • Debenhams
                                                                                                    • House of Fraser
                                                                                                      • John Lewis
                                                                                                        • Marks & Spencer
                                                                                                          • Next
                                                                                                            • General value mixed goods retailers
                                                                                                              • Value retailers on the march
                                                                                                                • Figure 29: Selected value mixed goods retailers, turnover, year-end 2010-14
                                                                                                              • Argos
                                                                                                                  • Figure 30: Argos, total turnover year to June 2010-14
                                                                                                                • BHS
                                                                                                                  • HomeSense
                                                                                                                    • Matalan
                                                                                                                      • The Range
                                                                                                                        • Tiger
                                                                                                                          • Wilko (previously Wilkinson)
                                                                                                                            • Supermarkets
                                                                                                                              • Figure 31: Leading supermarkets, share of selling space allocated to homewares, November 2014
                                                                                                                            • Tesco
                                                                                                                              • Asda
                                                                                                                                • Sainsbury’s
                                                                                                                                  • DIY stores
                                                                                                                                    • Figure 32: Selected DIY retailers, turnover year-end, 2011-14
                                                                                                                                  • B&Q
                                                                                                                                    • Homebase
                                                                                                                                      • Specialist retailers
                                                                                                                                        • Specialist cookshop chains on the up
                                                                                                                                          • Figure 33: Turnover for Steamer Trading and Lakeland, 2010-14
                                                                                                                                        • Lakeland
                                                                                                                                          • Steamer Trading
                                                                                                                                            • Dunelm
                                                                                                                                              • Figure 34: Dunelm, turnover, year to June 2010-14
                                                                                                                                            • Ponden Home
                                                                                                                                              • Hillarys Blinds
                                                                                                                                                • Home shopping
                                                                                                                                                  • Figure 35: Amazon UK, total turnover, 2010-14
                                                                                                                                                • Furniture retailers
                                                                                                                                                  • IKEA
                                                                                                                                                    • IKEA space allocation
                                                                                                                                                      • Figure 36: IKEA, space allocation by product group, 2014
                                                                                                                                                    • Laura Ashley
                                                                                                                                                      • Cargo
                                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                                        • Key points
                                                                                                                                                          • £34.2 million spent advertising homewares
                                                                                                                                                            • Figure 37: Topline advertising spend on homewares, 2010-14
                                                                                                                                                          • Lakeland is the largest spender
                                                                                                                                                            • Figure 38: Media advertising expenditure on homewares, by advertiser, 2013
                                                                                                                                                          • Press dominates expenditure
                                                                                                                                                            • Figure 39: Media advertising expenditure on homewares, by media type, 2013
                                                                                                                                                        • The Consumer – Which Homewares They Have Bought

                                                                                                                                                          • Key points
                                                                                                                                                            • How 2014 compares with 2013
                                                                                                                                                              • Figure 40: Homewares purchased in the last 12 months, bought for own home, November 2013 and 2014
                                                                                                                                                              • Figure 41: Homewares purchased in the last 12 months, bought as a gift for someone else, November 2013 and 2014
                                                                                                                                                            • Buying home accessories in 2014
                                                                                                                                                              • Figure 42: Homewares purchased in the last 12 months, bought for own home, bought as a gift, November 2014
                                                                                                                                                            • 42% of 25-34s bought decorative accessories
                                                                                                                                                              • Household linens widely purchased
                                                                                                                                                                • Cookware captures older shoppers
                                                                                                                                                                  • Crockery and cutlery biased to 25-34s
                                                                                                                                                                    • Lighting
                                                                                                                                                                      • People buy from several categories
                                                                                                                                                                        • Figure 43: Any homewares purchased in the last 12 months, Repertoire, November 2014
                                                                                                                                                                        • Figure 44: Any homewares purchased in the last 12 months, repertoire, November 2014
                                                                                                                                                                      • Retailers used by homewares purchased
                                                                                                                                                                        • Figure 45: Homewares bought (All homewares buyers) in the last 12 months, by Retailers used for homewares in the last 12 months, November 2014
                                                                                                                                                                    • The Consumer – Retailers Used For Homewares

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Retailers used for homewares
                                                                                                                                                                          • Figure 46: Retailers used for homewares, any in-store or online, November 2014
                                                                                                                                                                        • March of the value chains
                                                                                                                                                                          • Convenient supermarket shopping
                                                                                                                                                                            • Argos – a store for everyman
                                                                                                                                                                              • Department stores are key players
                                                                                                                                                                                • Plenty of shopping for homewares at the DIY shops
                                                                                                                                                                                  • IKEA captures 40% of 25-34s
                                                                                                                                                                                    • Internet-only sellers capture over a third
                                                                                                                                                                                      • Figure 47: Retailers used for homewares, November 2014
                                                                                                                                                                                    • Number of retailers used
                                                                                                                                                                                      • Figure 48: Repertoire of retailers used for homewares, November 2014
                                                                                                                                                                                      • Figure 49: Types of retailer used for homewares in the last 12 months, by repertoire of retailers used for homewares in the last 12 months, November 2014
                                                                                                                                                                                  • The Consumer – Qualities Important When Shopping for Homewares

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Qualities important when shopping for homewares
                                                                                                                                                                                        • Figure 50: Qualities people look for when shopping for homewares, November 2014
                                                                                                                                                                                      • Qualities for lighting
                                                                                                                                                                                        • Figure 51: Qualities people look for when shopping for homewares, lighting, November 2014
                                                                                                                                                                                      • Qualities for decorative accessories
                                                                                                                                                                                        • Figure 52: Qualities people look for when shopping for homewares, decorative accessories, November 2014
                                                                                                                                                                                      • Qualities for household linens
                                                                                                                                                                                        • Figure 53: Qualities people look for when shopping for homewares, household linens, November 2014
                                                                                                                                                                                      • Qualities for kitchen and tableware
                                                                                                                                                                                        • Figure 54: Qualities people look for when shopping for homewares, kitchen and tableware, November 2014
                                                                                                                                                                                      • Qualities for curtains and blinds
                                                                                                                                                                                        • Figure 55: Qualities people look for when shopping for homewares, window furnishings, November 2014
                                                                                                                                                                                      • Qualities for cushions and throws
                                                                                                                                                                                        • Figure 56: Qualities people look for when shopping for homewares, Accessories eg cushions and throws November 2014
                                                                                                                                                                                    • The Consumer – Factors Influencing Purchases of Lighting

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Factors influencing purchases of lighting
                                                                                                                                                                                          • Figure 57: Factors influencing purchasing of lighting, November 2014
                                                                                                                                                                                        • Large choice and lit displays
                                                                                                                                                                                          • Styling matters
                                                                                                                                                                                            • Mixing up the styles
                                                                                                                                                                                              • What triggers a purchase?
                                                                                                                                                                                                • Varying lighting levels
                                                                                                                                                                                                  • Advice is of little interest
                                                                                                                                                                                                    • Energy savings
                                                                                                                                                                                                    • The Consumer – Factors Influencing Purchases of Home Accessories

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Factors influencing purchases of home accessories
                                                                                                                                                                                                          • Figure 58: Important factors when buying decorative accessories eg ornaments, vases, picture frames, November 2014
                                                                                                                                                                                                        • Getting the right look
                                                                                                                                                                                                          • Half of purchasers go for low-cost accessories
                                                                                                                                                                                                            • Younger shoppers want the latest trends
                                                                                                                                                                                                              • Creating a co-ordinated look
                                                                                                                                                                                                                • Six in 10 prefer browsing to impulse
                                                                                                                                                                                                                  • Custom-made
                                                                                                                                                                                                                    • Recycled please
                                                                                                                                                                                                                      • Enjoy choosing accessories as gifts

                                                                                                                                                                                                                      Companies Covered

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

                                                                                                                                                                                                                      Homewares - UK - January 2015

                                                                                                                                                                                                                      US $2,583.33 (Excl.Tax)