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Household Linen - UK - February 2010

  • New bedding and bed linens needs to be marketed as a small indulgence that can inject a bit of life into a tired-looking bedroom. Three in ten adults think new bedding is a good way to change the look of a room.
  • More imaginative in-store displays combined with discount offers are the key to triggering more impulse buying. A fifth of adults claim to have seen bedding items and bought on impulse.
  • Manufacturers need to increase brand awareness and communicate their brand’s story and why their products are unique. Only one in ten adults look out for well-known brands and just one in 20 are attracted to designer brands.
  • Retailers and manufacturers could benefit from ‘design your own room’ internet sites that enable consumers to see a 3-D virtual room that matches their mood. Four in ten adults say their choice of bedding items reflects their personal sense of style.
  • A third of adults like to touch/feel bedding items before buying to check quality. This could be a barrier to growth of online sales and means a high street presence remains important.
  • Consumers are looking for more from their bedding than just looking nice. Awareness of bed hygiene has increased and just under a third of adults think being able to clean duvets/pillows is important.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Luxury retreat in your home
              • Be my guest
                • For regular sofas… and regular crashers
                  • Retail therapy
                    • Capitalising on the nesting instinct
                      • (Not) just for kids
                        • Make your own
                        • Market in Brief

                          • Prices drop
                            • Promising purchasing patterns
                              • Looking forward
                              • Internal Market Environment

                                • Key points
                                  • Young families stock up
                                    • Figure 1: Ownership and purchasing of bedding/linen and amount spent, 2005-09
                                  • Room for improvement
                                    • Figure 2: Agreement with lifestyle statements, 2005-09
                                  • Room for more
                                    • Figure 3: Number of bathrooms and bedrooms in homes, 2005-09
                                  • Drying the dishes
                                    • Figure 4: Ownership and purchasing of dishwashers, 2005-09
                                  • Prices take a tumble
                                    • Figure 5: Consumer price indices for household textiles (annual change by month), Jan 2008-Oct 2009
                                  • The importance of imports
                                    • Figure 6: Imports of manufactured made-up textiles, not apparel (seasonally adjusted), 2005-08
                                  • A changing landscape
                                    • If you can’t beat ’em, join ’em
                                    • Broader Market Environment

                                      • Key points
                                        • Keeping a tight hold on the purse strings
                                          • Figure 7: GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
                                        • Staying put
                                          • Figure 8: UK housing market, 2004-09
                                        • Laying the table for one
                                          • Figure 9: UK households, by size, 2004-14
                                        • Future demographics offer a mixed bag
                                          • Figure 10: Trends in the age structure of the UK population, by gender, 2004-14
                                        • More affluent times ahead
                                          • Figure 11: Adult population trends, by socio-economic group, 2004-14
                                        • Changing exchange rates squeeze suppliers
                                          • Figure 12: Monthly average exchange rates against the euro and the US Dollar, 2007-09
                                        • Buying with a conscience
                                        • Competitive Context

                                          • Key points
                                            • Furniture flops
                                              • Figure 13: UK retail sales of household linens and other household markets, 2004-09
                                            • Accessorising the home
                                              • Figure 14: UK retail sales of household linens and other household markets, 2004-09
                                            • Body dryers
                                            • Strengths and Weaknesses in the Market

                                              • Strengths
                                                • Weaknesses
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Time for bargain hunting
                                                      • Treat yourself
                                                        • All things green and ethical
                                                          • Bonus features
                                                            • Global innovations
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Discounting takes its toll
                                                                  • Figure 15: Total UK retail value sales of household linens, at current and constant 2009 prices, 2004-14
                                                                • Bedding beats the rest
                                                                  • Figure 16: Total UK retail value sales of household linens, by type, 2007 and 2009
                                                                • The future of the market
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Bedding
                                                                      • Price pressure heats up
                                                                        • Figure 17: Total UK retail value sales of bedding products, at current and constant prices, 2004-14
                                                                      • Accessorising wins the day
                                                                        • Figure 18: Total UK retail value sales of bedding products, by type, 2007 and 2009
                                                                      • Bathroom textiles
                                                                        • Focusing on volume sales
                                                                          • Figure 19: Total UK retail value sales of bathroom textiles, at current and constant prices, 2004-14
                                                                        • Towels take a tumble
                                                                          • Figure 20: Total UK retail value sales of bathroom textiles, by type, 2007 and 2009
                                                                        • Other household linens
                                                                          • A more casual approach
                                                                            • Figure 21: Total UK retail value sales of other household linens, at current and constant prices, 2004-14
                                                                          • The death of the dining table?
                                                                            • Figure 22: Total UK retail value sales of other household linens, by type, 2007 and 2009
                                                                        • Companies and Products

                                                                          • Bedding products
                                                                            • Bedeck
                                                                              • Dorma Group
                                                                                • Fogarty
                                                                                  • John Cotton
                                                                                    • Other suppliers
                                                                                      • Bathroom textiles
                                                                                        • Chortex
                                                                                          • Christy
                                                                                            • Other linen
                                                                                              • Ewart Liddell
                                                                                                • Ferguson’s
                                                                                                • Channels to Market

                                                                                                  • Key points
                                                                                                    • Grocery multiples and internet grow
                                                                                                      • Figure 23: Estimated retail distribution of household linens, 2007-09
                                                                                                    • Department stores hold on
                                                                                                      • Lacking inspiration
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • A light approach
                                                                                                            • Figure 24: Main media advertising expenditure on household linens, 2005-Sep 2009
                                                                                                          • Retailers speculate to accumulate
                                                                                                            • Figure 25: Main media advertising expenditure on household linens, 2005-Sep 2009
                                                                                                          • Pressing the message home
                                                                                                            • Figure 26: Main media advertising expenditure on household linens, 2005-Sep 2009
                                                                                                          • Changing with the seasons
                                                                                                            • Figure 27: Seasonality – Average monthly ad spend for household linens, 2005-Sep 2009
                                                                                                          • Below-the-line activity
                                                                                                          • What and Where They Buy

                                                                                                            • Key points
                                                                                                              • Items purchased
                                                                                                                • Figure 31: Household linens bought in the last 12 months, November 2009
                                                                                                              • Fancy a change?
                                                                                                                • A female touch
                                                                                                                  • Settling down…
                                                                                                                    • … and starting a family
                                                                                                                      • Number of product categories bought
                                                                                                                        • Figure 28: Number of household linen categories bought from in the last 12 months, November 2009
                                                                                                                      • One-two product categories
                                                                                                                        • Seven or more product categories
                                                                                                                          • Where purchases are made
                                                                                                                            • Figure 29: Outlets used for buying household linens, November 2009
                                                                                                                          • Voting with their feet
                                                                                                                            • Don’t touch what you can’t afford
                                                                                                                              • Number of outlets used
                                                                                                                                • Figure 30: Number of outlets household linens bought from in the last 12 months, November 2009
                                                                                                                              • One type of outlet
                                                                                                                                • Four or more types of outlet
                                                                                                                                • Reasons for Buying Bedding and Bed Linens

                                                                                                                                  • Key points
                                                                                                                                    • Purchase motivations
                                                                                                                                      • Figure 31: Reasons for buying bedding/bed linens, November 2009
                                                                                                                                    • Acting out of necessity
                                                                                                                                      • An eye for a bargain
                                                                                                                                        • Young fall into temptation
                                                                                                                                          • Time for a change
                                                                                                                                          • Attitudes and Buying Behaviour

                                                                                                                                            • Key points
                                                                                                                                              • Consumer attitudes
                                                                                                                                                • Figure 32: Buying behaviour and attitudes towards bedding items, November 2009
                                                                                                                                              • No brand appeal
                                                                                                                                                • Quantity over quality
                                                                                                                                                  • Creating your style
                                                                                                                                                    • Demanding more
                                                                                                                                                    • Target Groups

                                                                                                                                                      • Key points
                                                                                                                                                        • Consumer typologies
                                                                                                                                                          • Figure 33: Consumer typologies for household linens, November 2009
                                                                                                                                                        • Apathetic (38%)
                                                                                                                                                          • Who are they?
                                                                                                                                                            • Next steps
                                                                                                                                                              • Price is the priority (21%)
                                                                                                                                                                • Who are they?
                                                                                                                                                                  • Next steps
                                                                                                                                                                    • Style-conscious (23%)
                                                                                                                                                                      • Who are they?
                                                                                                                                                                        • Next steps
                                                                                                                                                                          • Quality seekers (18%)
                                                                                                                                                                            • Who are they?
                                                                                                                                                                              • Next steps
                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                  • Figure 34: Ownership and purchasing of bedding/linen, by demographics, 2009
                                                                                                                                                                                  • Figure 35: Agreement with lifestyle statements, by demographics, 2009
                                                                                                                                                                                  • Figure 36: Number of bathrooms, bedrooms in homes, by demographics, 2009
                                                                                                                                                                                  • Figure 37: Purchase of dishwasher, by demographics, 2009
                                                                                                                                                                              • Appendix – What and Where They Buy

                                                                                                                                                                                  • Figure 38: Household linens bought in the last 12 months, by demographics, November 2009
                                                                                                                                                                                  • Figure 39: Household linens bought in the last 12 months, by demographics, November 2009
                                                                                                                                                                                  • Figure 40: Household linens bought in the last 12 months, by demographics, November 2009
                                                                                                                                                                                  • Figure 41: Repertoire of household linens bought in the last 12 months, by demographics, November 2009
                                                                                                                                                                                  • Figure 42: Outlets used for buying household linens, by demographics, November 2009
                                                                                                                                                                                  • Figure 43: Outlets used for buying household linens, by demographics, November 2009
                                                                                                                                                                                  • Figure 44: Outlets used for buying household linens, by demographics, November 2009
                                                                                                                                                                                  • Figure 45: Least popular outlets used for buying household linens, by demographics, November 2009
                                                                                                                                                                                  • Figure 46: Repertoire of outlets used for buying household linens, by demographics, November 2009
                                                                                                                                                                                  • Figure 47: Outlets used for buying household linens, by repertoire of household linens bought in the last 12 months, November 2009
                                                                                                                                                                                  • Figure 48: Repertoire of household linens bought in the last 12 months, by repertoire of outlets used for buying household linens, November 2009
                                                                                                                                                                                  • Figure 49: Repertoire of outlets used for buying household linens, by repertoire of household linens bought in the last 12 months, November 2009
                                                                                                                                                                                  • Figure 50: Repertoire of household linens bought in the last 12 months, by outlets used for buying household linens, November 2009
                                                                                                                                                                                  • Figure 51: Repertoire of outlets used for buying household linens, by outlets used for buying household linens, November 2009
                                                                                                                                                                              • Appendix – Reasons for Buying Bedding and Bed Linens

                                                                                                                                                                                  • Figure 52: Reasons for buying bedding/bed linens, by demographics, November 2009
                                                                                                                                                                                  • Figure 53: Reasons for buying bedding/bed linens, by demographics, November 2009
                                                                                                                                                                                  • Figure 54: Household linens bought in the last 12 months, by reasons for buying bedding/bed linens, November 2009
                                                                                                                                                                                  • Figure 55: Household linens bought in the last 12 months, by reasons for buying bedding/bed linens, November 2009
                                                                                                                                                                                  • Figure 56: Outlets used for buying household linens, by reasons for buying bedding/bed linens, November 2009
                                                                                                                                                                                  • Figure 57: Outlets used for buying household linens, by reasons for buying bedding/bed linens, November 2009
                                                                                                                                                                                  • Figure 58: Reasons for buying bedding/bed linens, by outlets used for buying household linens, November 2009
                                                                                                                                                                                  • Figure 59: Reasons for buying bedding/bed linens, by outlets used for buying household linens, November 2009
                                                                                                                                                                                  • Figure 60: Reasons for buying bedding/bed linens, by other outlets used for buying household linens, November 2009
                                                                                                                                                                              • Appendix – Attitudes and Buying Behaviour

                                                                                                                                                                                  • Figure 61: Most popular buying behaviour and attitudes towards bedding items, by demographics, November 2009
                                                                                                                                                                                  • Figure 62: Next most popular buying behaviour and attitudes towards bedding items, by demographics, November 2009
                                                                                                                                                                                  • Figure 63: Other buying behaviour and attitudes towards bedding items, by demographics, November 2009
                                                                                                                                                                              • Appendix – Target Groups

                                                                                                                                                                                  • Figure 64: Buying behaviour and attitudes towards bedding items, by target groups, November 2009
                                                                                                                                                                                  • Figure 65: Repertoire of household linens bought in the last 12 months, by target groups, November 2009
                                                                                                                                                                                  • Figure 66: Repertoire of outlets used for buying household linens, by target groups, November 2009
                                                                                                                                                                                  • Figure 67: Reasons for buying bedding/bed linens, by target groups, November 2009
                                                                                                                                                                                  • Figure 68: Household linens bought in the last 12 months, by target groups, November 2009
                                                                                                                                                                                  • Figure 69: Target groups, by household linens bought in the last 12 months, November 2009
                                                                                                                                                                                  • Figure 70: Outlets used for buying household linens, by target groups, November 2009
                                                                                                                                                                                  • Figure 71: Outlets used for buying household linens, by target groups, November 2009
                                                                                                                                                                                  • Figure 72: Target groups, by demographics, November 2009

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                              • Argos
                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                              • Bank of England
                                                                                                                                                                              • Bedeck Ltd
                                                                                                                                                                              • Bhs Ltd
                                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                                              • Chortex Ltd
                                                                                                                                                                              • Christy UK Ltd
                                                                                                                                                                              • Co-operative Group
                                                                                                                                                                              • Dawson International PLC
                                                                                                                                                                              • Debenhams Total (GTV)
                                                                                                                                                                              • Dorma Group
                                                                                                                                                                              • Dunelm (Soft Furnishings) Ltd
                                                                                                                                                                              • Fairtrade Foundation (The)
                                                                                                                                                                              • Faupel Home Furnishings
                                                                                                                                                                              • Fogarty Limited
                                                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                                                              • Habitat
                                                                                                                                                                              • Harry Corry Ltd
                                                                                                                                                                              • Helena Springfield
                                                                                                                                                                              • Homebase Ltd
                                                                                                                                                                              • House of Fraser Plc
                                                                                                                                                                              • IKEA
                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                              • Jasper Conran
                                                                                                                                                                              • John Cotton Group
                                                                                                                                                                              • John Lewis Partnership
                                                                                                                                                                              • John Rocha
                                                                                                                                                                              • Kingfisher UK & Ireland
                                                                                                                                                                              • Laura Ashley Group
                                                                                                                                                                              • Lexington Home Brands
                                                                                                                                                                              • Liddell Limited
                                                                                                                                                                              • Lidl (UK)
                                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                              • Matalan Ltd
                                                                                                                                                                              • Netto Foodstores Ltd
                                                                                                                                                                              • Next Group
                                                                                                                                                                              • Olivier Desforges
                                                                                                                                                                              • OXFAM
                                                                                                                                                                              • Poundstretcher
                                                                                                                                                                              • Primark Stores Ltd
                                                                                                                                                                              • Rosebys Operations Ltd
                                                                                                                                                                              • Silentnight Holdings
                                                                                                                                                                              • Slumbalux Ltd
                                                                                                                                                                              • Slumberdown Enterprises Ltd
                                                                                                                                                                              • Snuggledown of Norway (UK) Ltd
                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                              • The Edinburgh Woollen Mill Ltd
                                                                                                                                                                              • The Pier Retail Group Ltd
                                                                                                                                                                              • The TJX Companies
                                                                                                                                                                              • The White Company Ltd
                                                                                                                                                                              • Turner Bianca plc
                                                                                                                                                                              • Waitrose
                                                                                                                                                                              • Wilkinson Hardware Stores Ltd
                                                                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                                                                              • Woolworths Group plc
                                                                                                                                                                              • Yves Delorme

                                                                                                                                                                              Household Linen - UK - February 2010

                                                                                                                                                                              £1,995.00 (Excl.Tax)