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Living and Dining Room Furniture - UK - March 2015

“Our research confirms that people who rent their homes from private landlords move regularly and are in the market to buy their own furniture. So there is huge potential to sell furniture that is easier to move. And fewer homes will have enough space to accommodate dining furniture or multiple sofas. So we expect to see greater demand for space-efficient arrangements of sofas such as corner units, as well as recliners with foot rests that fold out. We also expect to see weak demand for dining furniture and a trend towards smaller, although extendable, tables. In addition we expect more furniture to serve multiple uses. “
– Jane Westgarth, Senior Retail Analyst

This report answers the following questions:

  • Are people dining and entertaining at home?
  • What is the pattern of house moving?
  • What is the impact of smaller homes?

In 2014 the market for living and dining room furniture enjoyed sales growth. This was the second year running which saw sales growth and is very encouraging for an industry which has been through tough times since the recession. The uplift was helped by higher levels of consumer confidence and a more buoyant housing market. We expect 2015 to continue in buoyant mode with living and dining room furniture sales moving ahead by a further 3.3%. This slowdown in growth is linked to a predicted cooling of the housing market from the highs of 2014. Competition will be intense as large, high profile retailers use their advertising clout to gain market share.

This report looks at the furniture that people have bought for their living and dining rooms in the last three years and the key factors that have shaped their decisions. It also looks at the way people use their living rooms, if they are using it as a family hub and what they do individually or together when in the living room. By understanding this we gain insights into what they want from their furniture and the layout of their rooms.

For the future we expect the trend to smaller homes to have a major influence on the living and dining furniture that people buy. Fewer homes will have space for a large dining suite and so more homes will not own one at all and sizes will be smaller We predict a rise in multi-functional furniture for living spaces that can be used for dining, storage, office/homework and as a hobby or creative space in the home. We also expect the popularity of the corner sofa to continue to grow, as people seek ways of getting the most seating into their smaller spaces. Similarly, sofa beds will increase in popularity, as people enjoy the flexibility of being able to accommodate the occasional overnight guest in the living room.

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Table of contents

  1. Introduction

      • Definitions
        • Financial definitions
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Consumer spending on living and dining furniture, 2009-19
                • Figure 2: Consumer spending on living and dining furniture, by category, 2010-14 (est)
              • Length of time in current home
                • Figure 3: Length of time in current home, December 2014
              • Companies, brands and innovation
                • Figure 4: Living and dining furniture, market shares by major retailers, 2014 (est)
              • The consumer
                • Figure 5: Living and dining furniture purchased in the last three years, December 2014
                • Figure 6: Spend on sofas and chairs in the last three years, December 2014
                • Figure 7: Spend on dining tables and chairs in the last three years, December 2014
                • Figure 8: Factors important for the next purchase of a sofa or easy chair, December 2014
                • Figure 9: Has a dining table and/or dining chairs at home, December 2014
                • Figure 10: Factors important for the next purchase of a dining table, December 2014
                • Figure 11: The main ways in which respondents and other members of the household and visitors (eg friends) use the living room/lounge area, December 2014
              • What we think
              • Issues and Insights

                  • Are people dining and entertaining at home?
                    • The facts
                      • The implications
                        • What is the pattern of house moving?
                          • The facts
                            • The implications
                              • What is the impact of smaller homes?
                                • The facts
                                  • The implications
                                  • Trend Application

                                      • Trend: Make it Mine
                                        • Trend: Minimise Me
                                          • Trend: Mind Mapped
                                          • Internal Market Environment

                                            • Key points
                                              • Who has a dining area?
                                                • Figure 12: Rooms people have in their homes, December 2014
                                                • Figure 13: Kitchens and eating arrangements, June 2014
                                              • Entertaining at home
                                                • Figure 14: Different forms of entertaining at home, August 2014
                                              • Using media and watching TV
                                                • TV dinners
                                                • Broader Market Environment

                                                  • Key points
                                                    • Households by tenure
                                                      • Figure 15: Current housing situation, December 2014
                                                      • Figure 16: Current housing situation, by age, December 2014
                                                      • Figure 17: Length of time in current home, December 2014
                                                      • Figure 18: Length of time in current home, by tenure, December 2014
                                                    • Multi-generation homes
                                                      • Figure 19: Households, by composition, 2001 and 2011
                                                    • Demographic changes
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Forecast for consumer spending
                                                          • Figure 20: Consumer spending on living and dining furniture, 2009-19
                                                          • Figure 21: Consumer spending on living and dining furniture, 2010-14
                                                        • Market segmentation
                                                          • Figure 22: Consumer spending on living and dining furniture, by category, 2014 (est)
                                                          • Figure 23: Consumer spending on living and dining furniture, by category, 2010-14
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Competitive Context

                                                            • Key points
                                                              • Figure 24: Consumer spend on living and dining furniture in context, 2009-2014
                                                              • Figure 25: Consumer spend on living and dining furniture as a percentage of spend on furniture, 2010-2014
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • IKEA’s furniture range with built-in chargers
                                                                • Solar coffee table
                                                                  • Figure 26: The Current Table, February 2014
                                                                • Multi-purpose living room furniture
                                                                  • Tongue-in-cheek advertising
                                                                    • John Lewis embraces the virtual living room
                                                                      • Oak Furniture Land expands into upholstery
                                                                      • Channels of Distribution

                                                                        • Key points
                                                                          • Market shares of living and dining furniture
                                                                            • Figure 27: Living and dining furniture, market shares, top 10, 2014 (est)
                                                                          • Category specialists
                                                                            • DFS buys up existing brands
                                                                              • General furniture retailers
                                                                                • Substantial non-specialists
                                                                                  • Other retailers on the march
                                                                                    • Shopping from home or on the move
                                                                                      • Online furniture specialists
                                                                                        • Figure 28: Online furniture specialists, 2015
                                                                                      • Independents
                                                                                      • Company Profiles

                                                                                        • Corndell Furniture Co. Ltd
                                                                                          • Figure 29: Corndell financial performance, 2011-12
                                                                                        • JDP Furniture Group
                                                                                          • Figure 30: JDP financial performance, 2013-14
                                                                                        • Ekornes
                                                                                          • Figure 31: Ekornes financial performance, 2012-13
                                                                                        • Ercol
                                                                                          • Figure 32: Ercol financial performance, 2012-13
                                                                                        • Halo
                                                                                          • Figure 33: Halo financial performance, 2013-14
                                                                                        • Morris Furniture Group
                                                                                          • Figure 34: H Morris & Co, financial performance, 2012-13
                                                                                        • Sofa Brands International
                                                                                          • Figure 35: Sofa Brands International, financial performance, 2012-13
                                                                                        • La-Z-boy (Furnico)
                                                                                          • Figure 36: Furnico, financial performance, 2013-14
                                                                                        • Sherborne Upholstery
                                                                                          • Figure 37: Sherborne Upholstery, financial performance, 2013-14
                                                                                        • Westbridge Furniture Designs
                                                                                          • Figure 38: Westbridge Furniture Designs, financial performance, 2012-13
                                                                                      • Brand Communication and Promotion

                                                                                        • Key points
                                                                                          • Advertising spend sees slight increase in 2014
                                                                                            • Figure 39: Main media advertising expenditure on living/dining room furniture, 2010-14
                                                                                          • October sees spike in advertising
                                                                                            • Figure 40: Main media advertising expenditure on living/dining room furniture, by month, 2014
                                                                                          • DFS dominates advertising spend
                                                                                            • Figure 41: Main media advertising expenditure on living/dining room furniture, 2014
                                                                                            • Figure 42: Main media advertising expenditure on living/dining room furniture, 2011-14
                                                                                          • Television now the favoured media type
                                                                                            • Figure 43: Main media advertising expenditure on living/dining room furniture, by media type, 2011-14
                                                                                        • The Consumer – Living and Dining Furniture Purchases

                                                                                          • Key points
                                                                                            • Living and dining furniture purchases
                                                                                              • Figure 44: Living and dining furniture purchased in the last three years, repertoire of types bought, December 2014
                                                                                            • Purchases by length of time in current home
                                                                                              • Figure 45: Living and dining furniture purchased in the last three years, by length of time in current home, December 2014
                                                                                              • Figure 46: Living and dining furniture purchased in the last three years, all and sofas, by tenure, December 2014
                                                                                              • Figure 47: Living and dining furniture purchased in the last three years, December 2014
                                                                                            • Dining tables have family associations
                                                                                              • Spend on sofas and chairs
                                                                                                • Figure 48: Spend on sofas and chairs in the last three years, December 2014
                                                                                              • Spend on dining tables and/or dining chairs
                                                                                                • Figure 49: Spend on dining tables and chairs in the last three years, December 2014
                                                                                            • The Consumer – Factors Important for the Next Purchase of a Sofa or Easy Chair

                                                                                              • Key points
                                                                                                • Factors important for the next purchase of a sofa or easy chair
                                                                                                  • Figure 50: Factors important for the next purchase of a sofa or easy chair, December 2014
                                                                                              • The Consumer – Factors Important for the Next Purchase of a Dining Table

                                                                                                • Key points
                                                                                                  • Who has dining rooms or dining areas?
                                                                                                    • Figure 51: Has a dining table and/or dining chairs at home, December 2014
                                                                                                  • Factors Important for the next purchase of a dining table
                                                                                                    • Figure 52: Factors important for the next purchase of a dining table, December 2014
                                                                                                • The Consumer – How They Use the Living Room

                                                                                                  • Key points
                                                                                                    • How they use the living room
                                                                                                      • Figure 53: The main ways in which respondents and other members of the household and visitors (eg friends) use the living room/lounge area, December 2014
                                                                                                    • Television as a key focus
                                                                                                      • Relaxing in the living room
                                                                                                        • Sitting together while occupied with separate things
                                                                                                          • Eating in the living room
                                                                                                            • How use of the living room varies by age
                                                                                                              • Figure 54: Top four selected ways in which respondents and other members of the household and visitors (eg friends) use the living room/lounge area, December 2014
                                                                                                              • Figure 55: Other selected ways in which respondents and other members of the household and visitors (eg friends) use the living room/lounge area, December 2014
                                                                                                            • Using the room as a play space
                                                                                                              • Working in the living room
                                                                                                              • The Consumer – CHAID Analysis

                                                                                                                • Methodology
                                                                                                                  • How they use the lounge
                                                                                                                    • Figure 56: Living and Dining Room Furniture – CHAID – Tree output, December 2014
                                                                                                                    • Figure 57: Living Room and Dining Room Furniture – CHAID – Table output, December 2014

                                                                                                                Companies Covered

                                                                                                                • Halo Living Ltd
                                                                                                                • Wade Furniture

                                                                                                                Living and Dining Room Furniture - UK - March 2015

                                                                                                                £1,995.00 (Excl.Tax)