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Housewares Retailing - UK - October 2009

  • The impact of the recession on housewares is clearly shown by 2.5 million fewer adults buying housewares in 2009 compared with 2006, with purchases such as curtains and lighting among the most affected.
  • Among retailers it is the supermarkets and Wilkinson's who have gained the most ground since 2004, but Argos remains the number one choice with over a third of adults (18 million) making a housewares purchase from them.
  • Housewares buyers are increasingly price conscious, with nearly three in ten shopping around more at different stores to get the lowest price (15 million) and a similar proportion browsing more online to get the best price (14 million).
  • There is a desire for keeping up appearances and more than four in ten adults (21 million) think it is important that their home looks good for visiting guests.
  • Cooking and home entertaining are high on the agenda, with a third (17 million) spending a lot of time preparing and cooking foods and three in ten (15 million) regularly entertaining friends.
  • With a quarter of adults (12 million) having redecorated a room in the last two years there exists a significant opportunity for driving more sales of home accessories.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Home safe and sound
              • Each to our own
                • Is the future in functionality?
                  • Is there a way back from discounting?
                  • Market in Brief

                    • Balancing the trends
                      • Is the recession changing buying behaviour?
                        • Ageing with their possessions
                          • Home – not moving but changing
                            • Fashion focus
                              • Real opportunity for retail
                                • Broadening of the competitive landscape
                                  • Online a channel amongst many
                                    • Brand or name
                                      • Who leads the way?
                                        • Show homes
                                        • Internal Market Environment

                                          • Key points
                                            • Fashion, style, designer names
                                              • Designer labels
                                                • Weddings and other gift opportunities
                                                  • Figure 1: Number of weddings and divorces in the UK, 1998-2008
                                                • Pink power remains unfulfilled
                                                  • Figure 2: Number of UK registered civil partnerships, 2005-08
                                                • A gift of an opportunity
                                                  • Magazines and the media
                                                    • Figure 3: UK retail sales of home-interest titles, 2003-13
                                                  • All-important store
                                                    • Figure 4: Sources of ideas for changing the look or style of the home, October/November 2008
                                                  • Competitive environment means winners and losers
                                                    • Value for all
                                                      • Role of the home
                                                        • Figure 5: Agreement with lifestyle statements, 2004-08
                                                    • Broader Market Environment

                                                      • Key points
                                                        • Recession hits discretionary spending
                                                            • Figure 6: PDI, consumer expenditure and GDP, at current and constant 2004 prices, 2004-14
                                                          • Consumer confidence levelling off
                                                            • Ageing consumers offer a challenge
                                                              • Figure 7: Structure of the UK population, by age, 2004-14
                                                              • Figure 8: UK adult population, by lifestage, 2004-14
                                                              • Figure 9: Structure of the UK adult population, by socio-economic group, 2004-14
                                                            • Smaller household fewer housewares
                                                                • Figure 10: UK households and size of households, 2004-14
                                                              • Housing market suppressing sales
                                                                  • Figure 11: UK housing market – number of transactions, average house prices and number of years between moves, 2004-08
                                                                • Unemployment hitting the young
                                                                  • Shopping for the home in the home
                                                                    • Figure 12: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group and age, 2002-09
                                                                • Market in Context

                                                                  • Key points
                                                                    • Lower prices dampen household spending
                                                                      • Figure 13: Consumer spending on glassware/tableware/household utensils, household textiles, furniture/furnishings, 2004-08
                                                                    • Household sales worse than retail overall
                                                                      • Figure 14: All retail sales and retail sales through furniture/lighting retailers, at current prices, 2004-08
                                                                  • Strengths and Weaknesses in the Market

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • From glad rags to glasses
                                                                            • Doing the dishes in diamonds
                                                                              • New looks on old ideas
                                                                                • Celebrity value
                                                                                  • Getting on the environmental bandwagon
                                                                                    • Top-end discounting…
                                                                                      • ...and at the bottom end too
                                                                                        • If you can’t beat them join them
                                                                                          • Home is where the shops are
                                                                                          • Market Size and Forecast

                                                                                            • Key points
                                                                                              • Economic conditions overriding other trends
                                                                                                • Household textiles
                                                                                                  • Figure 15: UK consumer spending on household textiles, 2004-14
                                                                                                • Kitchen and dining
                                                                                                    • Figure 16: UK consumer spending on household utensils, 2004-14
                                                                                                  • Other housewares
                                                                                                    • Future prospects
                                                                                                    • What Do People Buy and Where?

                                                                                                      • Key points
                                                                                                        • Kitchenware and linens top the list
                                                                                                          • Figure 17: Items of housewares bought in the last 12 months, 2004-09
                                                                                                        • Pictures, mirrors and photo frames highly regarded
                                                                                                          • Women are the homemakers
                                                                                                            • Lifestage an important driver
                                                                                                              • More affluent make more purchases
                                                                                                                • Priority purchases
                                                                                                                  • Figure 18: Items of housewares bought in the last 12 months, by repertoire of items of housewares bought in the last 12 months, July 2009
                                                                                                                • Where are purchases made?
                                                                                                                  • Figure 19: Outlets used for buying housewares in the last 12 months, 2004-09
                                                                                                                • Non-specialists lead the way
                                                                                                                  • Men stick with what they know
                                                                                                                    • A purchase of convenience
                                                                                                                      • Variety is the key
                                                                                                                        • Figure 20: Repertoire of items of housewares bought in the last 12 months, by repertoire of outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                      • Generalists often first port of call but John Lewis stands out
                                                                                                                        • Figure 21: Outlets used for buying housewares in the last 12 months, by repertoire of outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                    • Impact of the Recession on Housewares Purchasing

                                                                                                                      • Key points
                                                                                                                        • Only if I must
                                                                                                                          • Figure 22: Impact of the recession on the purchasing of housewares, July 2009
                                                                                                                        • Credit crunch = cost-conscious
                                                                                                                          • Recession? What recession?
                                                                                                                            • Patience is an old-fashioned habit
                                                                                                                              • The canny shopper
                                                                                                                                • Splashing the cash not the preserve of the rich
                                                                                                                                  • Which stores are hit hardest?
                                                                                                                                    • Which stores are likely to have suffered least?
                                                                                                                                      • Buying typologies
                                                                                                                                        • Figure 23: Buying typologies in the recession, July 2009
                                                                                                                                      • Replacement Buyers (58%)
                                                                                                                                        • Recession Reactors (21%)
                                                                                                                                          • Recession Proof (21%)
                                                                                                                                            • Reactors buy the most
                                                                                                                                              • Figure 24: Repertoire of items of housewares bought in the last 12 months, by target groups, July 2009
                                                                                                                                          • Attitudes Towards Housewares

                                                                                                                                            • Key points
                                                                                                                                              • Looking good for others
                                                                                                                                                • Just the job
                                                                                                                                                  • If it ain’t broke don’t buy it
                                                                                                                                                    • It’s a gift
                                                                                                                                                      • Brands low, celebrities even lower
                                                                                                                                                        • Figure 25: Attitudinal and behavioural statements, July 2009
                                                                                                                                                      • Ladies love to impress
                                                                                                                                                        • The home as a social centre
                                                                                                                                                          • Gift appeal
                                                                                                                                                            • Function has man appeal
                                                                                                                                                              • Brand man
                                                                                                                                                                • Making it last a lifetime
                                                                                                                                                                  • Supermarkets are functional
                                                                                                                                                                    • Attitudinal typologies
                                                                                                                                                                      • Figure 26: Attitudinal typologies, July 2009
                                                                                                                                                                    • Only if Needs Must (48%)
                                                                                                                                                                      • Image/Cost Conscious (23%)
                                                                                                                                                                        • Housewares Enthusiasts (11%)
                                                                                                                                                                          • Home Changers (18%)
                                                                                                                                                                            • Convenience meets a need
                                                                                                                                                                              • Enthusiasts in a class of their own
                                                                                                                                                                                • Figure 27: Outlets used for buying housewares in the last 12 months, by target groups, July 2009
                                                                                                                                                                              • Who buys most?
                                                                                                                                                                                • Figure 28: Repertoire of items of housewares bought in the last 12 months, by target groups, July 2009
                                                                                                                                                                              • Shop a lot, shop around
                                                                                                                                                                                • Figure 29: Repertoire of outlets used for buying housewares in the last 12 months, by target groups, July 2009
                                                                                                                                                                            • Channels of Distribution

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Specialists
                                                                                                                                                                                  • Variety stores/clothing-based retailers
                                                                                                                                                                                    • Department stores
                                                                                                                                                                                      • Supermarkets
                                                                                                                                                                                        • DIY stores
                                                                                                                                                                                          • Mail order and internet operators
                                                                                                                                                                                          • Retail Competitor Analysis

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Who’s competing?
                                                                                                                                                                                                  • Figure 30: Strategic summary of main housewares retailers, 2009
                                                                                                                                                                                                • Market shares
                                                                                                                                                                                                  • Figure 31: Estimated market shares, by leading retailers, 2006 and 2009
                                                                                                                                                                                              • Retailer Profiles

                                                                                                                                                                                                • Housewares/home furnishings specialists
                                                                                                                                                                                                  • IKEA
                                                                                                                                                                                                      • Figure 32: IKEA: UK financial performance, 2003/04-2007/08
                                                                                                                                                                                                    • Dunelm Mill
                                                                                                                                                                                                        • Figure 33: Dunelm Mill: Financial performance, 2005-09
                                                                                                                                                                                                      • Habitat
                                                                                                                                                                                                          • Figure 34: Habitat: Group financial performance, 2003/04-2007/08
                                                                                                                                                                                                        • Lakeland
                                                                                                                                                                                                            • Figure 35: Lakeland Ltd: Group financial performance, 2004-08
                                                                                                                                                                                                          • Cargo Home Shop
                                                                                                                                                                                                            • Steamer Trading
                                                                                                                                                                                                              • Heal’s
                                                                                                                                                                                                                • Muji
                                                                                                                                                                                                                  • Professional Cookware Company
                                                                                                                                                                                                                    • Ponden Mill
                                                                                                                                                                                                                      • Specialist websites
                                                                                                                                                                                                                        • Department stores
                                                                                                                                                                                                                          • John Lewis
                                                                                                                                                                                                                            • Debenhams
                                                                                                                                                                                                                              • House of Fraser
                                                                                                                                                                                                                                • Variety stores
                                                                                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                                                                                    • Next
                                                                                                                                                                                                                                      • Bhs
                                                                                                                                                                                                                                        • Argos
                                                                                                                                                                                                                                          • Wilkinson
                                                                                                                                                                                                                                            • Laura Ashley
                                                                                                                                                                                                                                              • Value retailers
                                                                                                                                                                                                                                                • Instore
                                                                                                                                                                                                                                                  • Matalan
                                                                                                                                                                                                                                                    • TK Maxx
                                                                                                                                                                                                                                                      • Primark
                                                                                                                                                                                                                                                        • The Range
                                                                                                                                                                                                                                                          • Supermarkets
                                                                                                                                                                                                                                                            • Asda
                                                                                                                                                                                                                                                              • Sainsbury’s
                                                                                                                                                                                                                                                                • Tesco
                                                                                                                                                                                                                                                                  • Morrisons
                                                                                                                                                                                                                                                                    • DIY/hardware stores
                                                                                                                                                                                                                                                                      • Homebase
                                                                                                                                                                                                                                                                        • B&Q
                                                                                                                                                                                                                                                                          • Robert Dyas
                                                                                                                                                                                                                                                                          • Appendix – What Do People Buy and Where?

                                                                                                                                                                                                                                                                              • Figure 36: Items of housewares bought in the last 12 months, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 37: Items of housewares bought in the last 12 months, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 38: Repertoire of items of housewares bought in the last 12 months, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 39: Most popular outlets used for buying housewares in the last 12 months, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 40: Outlets used for buying housewares in the last 12 months, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 41: Other outlets used for buying housewares in the last 12 months, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 42: Repertoire of outlets used for buying housewares in the last 12 months, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 43: Repertoire of outlets used for buying housewares in the last 12 months, by repertoire of items of housewares bought in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 44: Most popular repertoire of outlets used for buying housewares in the last 12 months by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 45: Repertoire of outlets used for buying housewares in the last 12 months, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 46: Repertoire of outlets used for buying housewares in the last 12 months, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                          • Appendix – Impact of the Recession on Housewares Retailing

                                                                                                                                                                                                                                                                              • Figure 47: Most popular impact of the recession on the purchasing of housewares, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 48: Impact of the recession on the purchasing of housewares, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 49: Most popular impact of the recession on the purchasing of housewares, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 50: Impact of the recession on the purchasing of housewares, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 51: Impact of the recession on the purchasing of housewares, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 52: Buying typologies, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 53: Outlets used for buying housewares in the last 12 months, by buying typologies, July 2009
                                                                                                                                                                                                                                                                              • Figure 54: Repertoire of outlets used for buying housewares in the last 12 months, by buying typologies, July 2009
                                                                                                                                                                                                                                                                              • Figure 55: Buying typologies, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 56: Buying typologies, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 57: Buying typologies, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                          • Appendix – Attitudes Towards Housewares

                                                                                                                                                                                                                                                                              • Figure 58: Attitudinal and behavioural statements, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 59: Attitudinal and behavioural statements, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 60: Attitudinal and behavioural statements, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 61: Attitudinal and behavioural statements, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 62: Attitudinal and behavioural statements, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 63: Attitudinal typologies, by demographics, July 2009
                                                                                                                                                                                                                                                                              • Figure 64: Attitudinal typologies, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 65: Attitudinal typologies, by outlets used for buying housewares in the last 12 months, July 2009
                                                                                                                                                                                                                                                                              • Figure 66: Attitudinal typologies, by outlets used for buying housewares in the last 12 months, July 2009

                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                                                                          • Amazon.co.uk
                                                                                                                                                                                                                                                                          • Arcadia Group
                                                                                                                                                                                                                                                                          • Argos
                                                                                                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                                                                                                          • Association of Residential Letting Agents
                                                                                                                                                                                                                                                                          • Baugur
                                                                                                                                                                                                                                                                          • Bensons Bed Centres Ltd
                                                                                                                                                                                                                                                                          • Betty Jackson Ltd
                                                                                                                                                                                                                                                                          • Bhs Ltd
                                                                                                                                                                                                                                                                          • Blooms of Bressingham Ltd
                                                                                                                                                                                                                                                                          • Bluewater Shopping Centre
                                                                                                                                                                                                                                                                          • Bodum
                                                                                                                                                                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                                                                                                          • Council of Mortgage Lenders
                                                                                                                                                                                                                                                                          • Dartington Crystal (Torrington) Limited
                                                                                                                                                                                                                                                                          • Debenhams Total (GTV)
                                                                                                                                                                                                                                                                          • Denby Group Plc
                                                                                                                                                                                                                                                                          • Divertimenti Ltd
                                                                                                                                                                                                                                                                          • Dobbies Garden Centres plc
                                                                                                                                                                                                                                                                          • Dorma Group
                                                                                                                                                                                                                                                                          • Dunelm (Soft Furnishings) Ltd
                                                                                                                                                                                                                                                                          • Elspeth Gibson
                                                                                                                                                                                                                                                                          • Focus Group
                                                                                                                                                                                                                                                                          • Freemans Plc
                                                                                                                                                                                                                                                                          • Gaggia United Kingdom Ltd
                                                                                                                                                                                                                                                                          • Grupo Inditex
                                                                                                                                                                                                                                                                          • Habitat
                                                                                                                                                                                                                                                                          • Heal's Plc
                                                                                                                                                                                                                                                                          • Home Retail Group
                                                                                                                                                                                                                                                                          • Homebase Ltd
                                                                                                                                                                                                                                                                          • House of Fraser Plc
                                                                                                                                                                                                                                                                          • IKANO Financial Services
                                                                                                                                                                                                                                                                          • IKEA
                                                                                                                                                                                                                                                                          • ITV plc
                                                                                                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                                                                                                          • Jamie Oliver
                                                                                                                                                                                                                                                                          • Jasper Conran
                                                                                                                                                                                                                                                                          • John Lewis Partnership
                                                                                                                                                                                                                                                                          • Kingfisher UK & Ireland
                                                                                                                                                                                                                                                                          • Lakeland Ltd
                                                                                                                                                                                                                                                                          • Laura Ashley Group
                                                                                                                                                                                                                                                                          • Le Creuset Of America Inc
                                                                                                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                                                                                                          • London Stock Exchange plc
                                                                                                                                                                                                                                                                          • Market & Opinion Research International (MORI)
                                                                                                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                                                                                                          • Matalan Ltd
                                                                                                                                                                                                                                                                          • MFI Furniture Group Plc
                                                                                                                                                                                                                                                                          • Muji (UK)
                                                                                                                                                                                                                                                                          • Netto Foodstores Ltd
                                                                                                                                                                                                                                                                          • Next Group
                                                                                                                                                                                                                                                                          • Nigella Lawson
                                                                                                                                                                                                                                                                          • Nintendo Co Ltd
                                                                                                                                                                                                                                                                          • Poundland Ltd
                                                                                                                                                                                                                                                                          • Poundstretcher
                                                                                                                                                                                                                                                                          • Poundstretcher Ltd
                                                                                                                                                                                                                                                                          • Prada (I Pellettieri d'Italia S.p.A.)
                                                                                                                                                                                                                                                                          • Primark Stores Ltd
                                                                                                                                                                                                                                                                          • ProCook
                                                                                                                                                                                                                                                                          • Riedel Crystal (UK) Ltd
                                                                                                                                                                                                                                                                          • Robert Dyas Holdings
                                                                                                                                                                                                                                                                          • Rosebys Operations Ltd
                                                                                                                                                                                                                                                                          • Royal Doulton Plc
                                                                                                                                                                                                                                                                          • Safeway Stores
                                                                                                                                                                                                                                                                          • Somerfield
                                                                                                                                                                                                                                                                          • Steamer Trading Ltd
                                                                                                                                                                                                                                                                          • Steinhoff UK
                                                                                                                                                                                                                                                                          • Steinhoff UK Furniture
                                                                                                                                                                                                                                                                          • Tefal UK
                                                                                                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                                                                                                          • The Edinburgh Woollen Mill Ltd
                                                                                                                                                                                                                                                                          • The Pier Retail Group Ltd
                                                                                                                                                                                                                                                                          • The TJX Companies
                                                                                                                                                                                                                                                                          • Trafford Centre
                                                                                                                                                                                                                                                                          • Tupperware UK & Ireland Ltd
                                                                                                                                                                                                                                                                          • UKTV
                                                                                                                                                                                                                                                                          • Waitrose
                                                                                                                                                                                                                                                                          • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                                                                                                                                                                          • Woolworths Group plc

                                                                                                                                                                                                                                                                          Housewares Retailing - UK - October 2009

                                                                                                                                                                                                                                                                          £1,995.00 (Excl.Tax)