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Lighting - UK - October 2010

Buying lighting is strongly linked to moving home, so the slump in the housing market has severely impacted sales since 2007. Lower levels of consumer confidence during the economic downturn, the subsequent recession and the more recent incomes squeeze have also all made consumers more reluctant to commit themselves to non-essential spending, including that on lighting.

  • Interest in lighting that enhances the mood, feel and atmosphere of the home is strong. Some 38% of adults (19.5 million) agree that lighting has to create ambiance in a room.
  • The strong link between redecorating and buying lighting suggests a need to market lighting as part of a complete room makeover. Four in ten adults (20.6 million) only replace lighting when they redecorate the rest of the room and 29% look for lighting that adds to the decor.
  • Fashion and style is important in the lighting market, indicating a need for retailers to regularly promote ‘new season’ ranges. One in three adults buy lighting to give a room a new look and four in ten prefer modern lighting designs.
  • Education and advice from retailers would help customers see lighting products as part of a larger project, get the most out of lighting and make shopping easier through filtering the choice of suitable options.
  • The ageing population presents an opportunity for the lighting market, especially as those over the age of 60 need more light to perform simple tasks. More than four in ten over-55s agree lighting needs to suit different purposes (average 27%).
  • Major lighting manufacturers are investing heavily in LED and OLED technology that will open up new lighting possibilities for UK homes. Half of adults (25.7 million) already say energy efficiency affects their choice, so new products should find a receptive audience.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

              • Get in the mood
                • Better lighting for an ageing population
                • Market in Brief

                  • Lighting hit hard by housing slump and recession
                    • More fashion being injected into lighting market
                      • Shift in focus towards value in tougher times
                        • Energy efficiency driving the future shape of lighting
                          • Table lamps and shades to change the look
                            • Bright future for the lighting market
                            • Internal Market Environment

                              • Key points
                                • Strong interest in enhancing home surroundings
                                  • Figure 1: Agreement with selected lifestyle statements, 2006-10
                                • Large UK trade deficit in lighting
                                  • Figure 2: Overseas trade in lightbulbs/tubes and lamps/light fittings, 2005-09
                                  • Figure 3: Sources of imports of lightbulbs/tubes and lamps/light fittings, 2005-09
                                • Incandescent bulbs on their way out
                                  • End to subsidising of energy-efficient bulbs
                                    • Energy efficiency and buildings regulations
                                      • Recycling and WEEE regulations
                                        • New packaging for energy-saving lightbulbs
                                          • ROHS Directive
                                          • Broader Market Environment

                                            • Key points
                                              • Incomes squeeze means slow spending recovery
                                                • Figure 4: GDP, PDI and consumer expenditure, at current prices, 2005-15
                                              • Lighting sales strongly linked to housing market
                                                • Figure 5: Number of residential housing transactions (not seasonally adjusted), Q1 2007-Q1 2010
                                              • More households will drive market growth
                                                • Figure 6: UK households, by size, 2005-15
                                              • Ageing population offers lighting opportunity
                                                  • Figure 7: Trends in the age structure of the UK population, 2005-15
                                                • Trading up to the more affluent population
                                                  • Figure 8: Forecast adult population trends, by socio-economic group, 2005-15
                                              • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Major push in LED technology
                                                        • Lighting in all shapes and sizes
                                                          • Using lighting to change the mood
                                                            • Improving light levels in the home
                                                            • Competitive Context

                                                              • Key points
                                                                • Lighting fares badly in recession
                                                                  • Figure 9: Comparison of lighting with other household markets, 2005-09
                                                                • Necessity for light protects lamp sales
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Luminaires hit by housing slump and recession
                                                                      • Figure 10: UK retail value sales of domestic luminaires (lights, lamps or light fittings), at current and constant prices, 2005-15
                                                                    • Move to energy efficiency in lamps sector
                                                                      • Advances in energy-saving bulbs
                                                                        • Low-energy bulbs in all shapes and sizes
                                                                          • Next step LED lighting
                                                                            • CFLs set to increase in price in 2011
                                                                              • Longer-lasting bulbs and giveaways hits volume sales
                                                                                • Figure 11: UK retail sales of lightbulbs, by volume, 2005-10
                                                                            • Companies and Products

                                                                              • Philips Lighting
                                                                                • GE Lighting
                                                                                  • Osram
                                                                                    • Havells Sylvania
                                                                                      • Megaman
                                                                                        • Där Lighting
                                                                                          • The National Lighting Company Ltd
                                                                                            • Searchlight
                                                                                              • Aimbry International
                                                                                                • Albioncourt
                                                                                                  • Elstead Lighting
                                                                                                    • Firstlight
                                                                                                      • Franklite
                                                                                                        • Heathfield & Co
                                                                                                          • Impex Lighting
                                                                                                            • JH Miller & Sons
                                                                                                              • Lampshade Designs
                                                                                                                • Oaks Lighting
                                                                                                                  • Servlite UK
                                                                                                                    • Other companies
                                                                                                                    • Channels of Distribution

                                                                                                                      • Key points
                                                                                                                        • B&Q leads among DIY chains in lighting
                                                                                                                          • Figure 12: UK retail sales of luminaires, by outlet type, 2005-09
                                                                                                                        • Homebase offers total home enhancement
                                                                                                                          • Lighting specialists under pressure
                                                                                                                            • Range of high street stores with lighting
                                                                                                                              • Competition at the value end of the market
                                                                                                                                • IKEA one of the biggest other players
                                                                                                                                • Brand Communication and Promotion

                                                                                                                                  • Key points
                                                                                                                                    • Limited advertising on lighting
                                                                                                                                      • Figure 13: Main media advertising expenditure on domestic lighting, by leading advertisers, 2006-09
                                                                                                                                    • Press and radio the dominant media
                                                                                                                                      • Figure 14: Main media advertising expenditure on domestic lighting, by media, 2006-09
                                                                                                                                  • Purchasing of Lighting

                                                                                                                                    • Key points
                                                                                                                                      • Table lamps and shades the most purchased items
                                                                                                                                        • Figure 15: Duration of time since last purchase of lighting products, by type, July 2010
                                                                                                                                      • Spotlights outshine wall lighting
                                                                                                                                        • Figure 16: Lighting products purchased in the last three years, July 2010
                                                                                                                                      • Floor lamps an easy addition
                                                                                                                                        • Purchasing only slightly biased towards younger groups
                                                                                                                                          • Figure 17: Lighting products purchased in the last three years – table lamps, ceiling lighting, floor lamps and wall lighting, by age, July 2010
                                                                                                                                        • One in seven adults buying a wide range of lighting
                                                                                                                                          • Figure 18: Number of different types of lighting products purchased in the last three years, July 2010
                                                                                                                                      • Source of Purchasing for Lighting

                                                                                                                                        • Key points
                                                                                                                                          • DIY stores the top choice for lighting
                                                                                                                                            • Figure 19: Outlets used to purchase lighting/light fittings in the last three years, July 2010
                                                                                                                                          • IKEA has strong appeal to under-35s
                                                                                                                                              • Figure 20: Purchasing of lighting from IKEA in the last three years, by age and social grade, July 2010
                                                                                                                                            • Argos has strong multichannel presence
                                                                                                                                              • Lighting through home and fashion stores
                                                                                                                                                  • Figure 21: Number of different types of lighting purchased in the last three years, by outlets used to purchase lighting/light fittings, July 2010
                                                                                                                                              • Attitudes Towards Buying Lighting

                                                                                                                                                • Key points
                                                                                                                                                  • Redecoration drives lighting replacement
                                                                                                                                                    • Figure 22: Agreement with statements on buying lighting/light fittings, July 2010
                                                                                                                                                    • Figure 23: ‘I would only replace my lighting/light fittings if I redecorated the rest of the room’, by outlets used for buying lighting/light fittings in the last three years, July 2010
                                                                                                                                                  • Adding a new look to a room
                                                                                                                                                    • Value more important than price
                                                                                                                                                      • Fitting new wiring a small barrier to buying
                                                                                                                                                        • Energy efficiency a major consideration
                                                                                                                                                          • Figure 24: Agreement with statements on buying lighting/light fittings, July 2010
                                                                                                                                                        • Modern lighting over traditional designs
                                                                                                                                                          • Adding to the décor and creating ambience
                                                                                                                                                            • Lighting for all purposes and occasions
                                                                                                                                                              • Focusing on the purely practical
                                                                                                                                                              • Target Groups

                                                                                                                                                                • Key points
                                                                                                                                                                    • Figure 25: Target groups for lighting, July 2010
                                                                                                                                                                  • Multi-purpose Buyers (16%)
                                                                                                                                                                    • Modernists (19%)
                                                                                                                                                                      • Décor Enhancers (10%)
                                                                                                                                                                        • Energy Savers (27%)
                                                                                                                                                                          • Apathetic (28%)
                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                              • Figure 26: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                                                                                          • Appendix – Purchasing of Lighting

                                                                                                                                                                              • Figure 27: Duration since last purchase of ceiling lighting, by demographics, July 2010
                                                                                                                                                                              • Figure 28: Duration since last purchase of wall lighting, by demographics, July 2010
                                                                                                                                                                              • Figure 29: Duration since last purchase of floor/standard lamps, by demographics, July 2010
                                                                                                                                                                              • Figure 30: Duration since last purchase of table lamps, by demographics, July 2010
                                                                                                                                                                              • Figure 31: Duration since last purchase of spotlights, by demographics, July 2010
                                                                                                                                                                              • Figure 32: Duration since last purchase of down lighting/recessed lighting, by demographics, July 2010
                                                                                                                                                                              • Figure 33: Duration since last purchase of desk lamps, by demographics, July 2010
                                                                                                                                                                              • Figure 34: Duration since last purchase of lamp shades, by demographics, July 2010
                                                                                                                                                                              • Figure 35: Duration since last purchase of outdoor lighting, by demographics, July 2010
                                                                                                                                                                              • Figure 36: Purchasing of lighting in the last 12 months and last three years, by demographics, July 2010
                                                                                                                                                                              • Figure 37: Purchasing of lighting in the last three years, by demographics, July 2010
                                                                                                                                                                              • Figure 38: Number of types of lighting purchased in the last three years, by demographics, July 2010
                                                                                                                                                                          • Appendix – Source of Purchasing for Lighting

                                                                                                                                                                              • Figure 39: Outlets used to purchase lighting/light fittings, by demographics, July 2010
                                                                                                                                                                              • Figure 40: Outlets used to purchase lighting/light fittings, by demographics, July 2010
                                                                                                                                                                              • Figure 41: Types of lighting purchased in the last three years, by outlets used to purchase lighting/light fittings, July 2010
                                                                                                                                                                              • Figure 42: Types of lighting purchased in the last three years, by outlets used to purchase lighting/light fittings, July 2010
                                                                                                                                                                          • Appendix – Attitudes Towards Buying Lighting

                                                                                                                                                                              • Figure 43: Agreement with statements on buying lighting/light fittings, by demographics, July 2010
                                                                                                                                                                              • Figure 44: Agreement with statements on buying lighting/light fittings, by outlets used to purchase lighting/light fittings, July 2010
                                                                                                                                                                              • Figure 45: Agreement with statements on buying lighting/light fittings, by outlets used to purchase lighting/light fittings, July 2010
                                                                                                                                                                              • Figure 46: Agreement with statements on buying lighting/light fittings, by number of types of lighting purchased in the last three years, July 2010
                                                                                                                                                                              • Figure 47: Agreement with statements on buying lighting/light fittings, by demographics, July 2010
                                                                                                                                                                              • Figure 48: Agreement with statements on buying lighting/light fittings, by demographics, July 2010
                                                                                                                                                                              • Figure 49: Agreement with statements on buying lighting/light fittings, by demographics, July 2010
                                                                                                                                                                              • Figure 50: Agreement with statements on buying lighting/light fittings, by number of types of lighting purchased in the last three years, July 2010
                                                                                                                                                                              • Figure 51: Agreement with statements on buying lighting/light fittings, by outlets used to purchase lighting/light fittings, July 2010
                                                                                                                                                                              • Figure 52: Agreement with statements on buying lighting/light fittings, by outlets used to purchase lighting/light fittings, July 2010
                                                                                                                                                                              • Figure 53: Agreement with statements on buying lighting/light fittings, by types of lighting purchased in the last three years, July 2010
                                                                                                                                                                              • Figure 54: Agreement with statements on buying lighting/light fittings, by types of lighting purchased in the last three years, July 2010
                                                                                                                                                                          • Appendix – Target Groups

                                                                                                                                                                              • Figure 55: Target groups, by demographics, July 2010
                                                                                                                                                                              • Figure 56: Types of lighting purchased in the last three years, by target groups, July 2010
                                                                                                                                                                              • Figure 57: Outlets used to purchase lighting/light fittings, by target groups, July 2010
                                                                                                                                                                              • Figure 58: Agreement with statements on buying lighting/light fittings, by target groups, July 2010
                                                                                                                                                                              • Figure 59: Agreement with statements on buying lighting/light fittings, by target groups, July 2010

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • AEG Domestic Appliances
                                                                                                                                                                          • Aimbry International
                                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                          • Argos
                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                          • Bhs Ltd
                                                                                                                                                                          • Chambers International
                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                          • Council of Mortgage Lenders
                                                                                                                                                                          • Dar Lighting Ltd
                                                                                                                                                                          • Dunelm (Soft Furnishings) Ltd
                                                                                                                                                                          • Elstead Lighting
                                                                                                                                                                          • Endon Lighting
                                                                                                                                                                          • Energy Saving Trust
                                                                                                                                                                          • Focus Group
                                                                                                                                                                          • General Electric Company
                                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                                          • Habitat
                                                                                                                                                                          • Havells India Ltd
                                                                                                                                                                          • Heal's Plc
                                                                                                                                                                          • Health Protection Agency
                                                                                                                                                                          • Heathfield & Co
                                                                                                                                                                          • Home Retail Group
                                                                                                                                                                          • Homebase Ltd
                                                                                                                                                                          • IKEA
                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                          • John Lewis Partnership
                                                                                                                                                                          • Kantar Media
                                                                                                                                                                          • Kingfisher Group
                                                                                                                                                                          • Kingfisher UK & Ireland
                                                                                                                                                                          • Laura Ashley Group
                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                          • Netto Foodstores Ltd
                                                                                                                                                                          • Next Group
                                                                                                                                                                          • Oaks Lighting
                                                                                                                                                                          • Osborne & Little
                                                                                                                                                                          • Osram Ltd
                                                                                                                                                                          • Philips Consumer Electronics UK
                                                                                                                                                                          • Robert Dyas Holdings
                                                                                                                                                                          • Ryness Electrical Supplies Ltd
                                                                                                                                                                          • Screwfix UK
                                                                                                                                                                          • Siemens AG
                                                                                                                                                                          • SLI Sylvania Lighting Ltd
                                                                                                                                                                          • Somerfield
                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                          • The Lighting Association
                                                                                                                                                                          • The NEC Group
                                                                                                                                                                          • tp24
                                                                                                                                                                          • Travis Perkins Retail
                                                                                                                                                                          • Waitrose
                                                                                                                                                                          • Wilkinson Hardware Stores Ltd
                                                                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                          Lighting - UK - October 2010

                                                                                                                                                                          £1,995.00 (Excl.Tax)