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Marketing to Renters - UK - June 2016

“With home ownership seemingly on a permanent decline (and the corresponding rise in renting), companies and brands operating in the home and garden sector need to re-think their strategies. This will include positioning products towards rentals and temporary ownership, as well as opening more centrally-located smaller stores for light sprucing-up jobs.”
– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

This report examines the following issues:

  • Guiding young renters towards home ownership
  • Helping renters inject their own personality into their homes

The housing market in the UK has been going from strength to strength, owing to the consistent under-supply of new homes and a rising population. Whilst the majority of Britons own their home, the pattern is changing fast. In the aftermath of the financial crisis, banks tightened their lending criteria and young people found it harder to find jobs after graduation, leading to a perfect storm of bad news for potential first-time buyers.

Home ownership is still viewed as the foundation for a more prosperous old age and a more stable family life, with most renters agreeing they only rent because they cannot afford to buy. It is therefore high time the government, the financial industry and home and garden companies thought of more innovative ways of accommodating the needs of the growing army of renters.

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • The changing rental scene
          • Figure 1: Household composition, by housing tenure, April 2016
        • Just a minority of renters are saving for a deposit on a home
          • Figure 2: Reasons for renting, by age, April 2016
        • Accommodating renters’ lifestyles
          • Figure 3: Factors people look for when choosing a property to rent or buy, by housing tenure, April 2016
        • Urgent need for longer-term tenancies
          • Figure 4: Renters’ attitudes, April 2016
        • What we think
        • Issues and Insights

          • Guiding young renters towards home ownership
            • The facts
              • The implications
                • Helping renters inject their own personality into their homes
                  • The facts
                    • The implications
                    • The Market – What You Need to Know

                      • Weak supply puts upward pressure on house prices
                        • First-time buyers hit by tighter lending criteria
                          • Demand for rentals booms amongst younger people
                            • Still, Brits aspire to owning a home of their own
                            • Market Drivers

                              • Record number of people in employment
                                • Figure 5: Changes in the number of people in the UK labour market, seasonally adjusted, January to March 2016
                              • Housing market continues growing
                                • Figure 6: Annual house price rates of change, all UK dwellings, January 2004 to February 2016
                                • Figure 7: UK all dwellings annual house price rates of change, country and regions, February 2016
                              • Fewer new homes are being built
                                • Figure 8: Permanent dwellings completed, by tenure, UK, financial years 1979/80 to 2014/15
                              • Increasing deposits paid by first time buyers
                                • Figure 9: Deposit as a percentage of purchase price, by type of buyer, UK, 1988-2013
                              • Changes to stamp duty on buy-to-lets will impact renters
                                • Decreasing proportion of younger home owners…
                                  • Figure 10: Percentage of each age group that are owner occupiers, 1981-2013/14
                                • …increases demand for rentals
                                  • Figure 11: UK households, by size, 2010-20
                                  • Figure 12: Dwelling stock, by tenure, UK, 1980 to 2014
                              • The Consumer – What You Need to Know

                                • Changing demographics of renters
                                  • Nearly four in 10 homeowners get help with the deposit
                                    • Home ownership linked with stability
                                      • Renters focus on convenience
                                        • Home and garden brands need to increase interest amongst renters
                                          • Boosting home pride amongst younger renters
                                          • Demographic Overview

                                            • Home ownership linked with lifestage
                                              • Figure 13: Marital status, by housing tenure, April 2016
                                              • Figure 14: Area where people live, by housing tenure, April 2016
                                            • Nearly four in 10 got help with the deposit
                                              • Figure 15: How people came up with a deposit for their home, by age, April 2016
                                              • Figure 16: Who contributed to the deposit, April 2016
                                            • Rising proportion of families renting
                                              • Figure 17: Household composition, by housing tenure, April 2016
                                            • Finances – key driver of home ownership
                                              • Figure 18: Current financial situation, by housing tenure, April 2016
                                            • The rising cost of renting
                                              • Figure 19: Proportion of monthly income going on housing costs, April 2016
                                              • Figure 20: Proportion of monthly income going on rental costs, by gender and age, April 2016
                                          • Reasons for Renting and Owning a Home

                                            • Ownership provides more stability
                                                • Figure 21: Reasons for deciding to buy a property, April 2016
                                              • Two thirds rent because they cannot afford to buy
                                                  • Figure 22: Reasons for renting, by age, April 2016
                                              • Factors Important When Choosing a Home

                                                • Priorities vary by tenure
                                                    • Figure 23: Factors people look for when choosing a property to rent or buy, by housing tenure, April 2016
                                                  • Renters focus on convenience
                                                    • Community living promises a different rental experience
                                                      • Figure 24: The Collective development in Old Oak, London, May 2016
                                                  • Lifestyle Changes

                                                    • Helping renters inject personality into their living space
                                                      • Figure 25: Selected lifestyle changes compared with a year ago, by housing tenure, April 2016
                                                      • Figure 26: B&Q’s Help and Advice section, May 2016
                                                    • Sharing over permanence
                                                      • DIY stores need to re-focus their efforts
                                                      • Renters’ Attitudes

                                                        • Longer tenancies would up the spend by private renters
                                                            • Figure 27: Renters’ attitudes, by type of rental housing, April 2016
                                                          • Preparing younger renters for future home ownership
                                                            • Figure 28: Renters’ attitudes, by age, April 2016
                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                          • Data sources
                                                            • Abbreviations
                                                              • Definitions
                                                                • Generations

                                                                Companies Covered

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

                                                                Marketing to Renters - UK - June 2016

                                                                US $2,914.30 (Excl.Tax)