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Beds and Bedroom Furniture - UK - September 2018

“A focus on the importance of sleep for emotional wellbeing has given a boost to those brands positioning themselves as sellers of sleep although some of the smaller specialists have disappeared in a rapidly changing marketplace. The emergence and rapid growth of boxed-mattress brands has shaken up the sector; but they face significant challenges as they seek to become profitable and sustainable businesses.”
– Thomas Slide, Senior Retail Analyst

This report looks at the following areas:

  • What next for the boxed mattress brands?
  • What does the furniture showroom of the future look like?
  • Goodbye bed specialists, hello ‘sleep brands’

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Market growth slows in 2017
              • Figure 1: Consumer spending on beds and bedroom furniture, 2013-23
            • Beds and mattress market stronger than bedroom furniture
              • Furniture specialists account for 65% of sales
                • Figure 2: Channels to market for beds and bedroom furniture, 2017
              • Extra 139,000 households helps grow the market
                • Number of housing transactions lower in 2017, but still historically high
                  • Companies and brands
                    • Bensons for Beds the largest specialist
                      • Dreams is catching up
                        • Figure 3: Beds, mattresses and bedroom furniture specialists, UK turnover, 2017
                      • IKEA is the leading non-specialist
                        • Oak Furniture Land the non-specialist that gives greatest focus to the bedroom
                          • Silentnight the leading manufacturer
                            • Boxed mattress brands sign-up retailers to get closer to consumers
                              • Adspend jumps by a third
                                • The consumer
                                  • 52% bought beds or bedroom furniture in the last three years
                                    • Figure 4: What they bought in the last three years, July 2018
                                  • 54% spend less than £500 on bedroom furniture
                                    • Figure 5: What they spent on bedroom furniture (excluding beds and mattresses), July 2018
                                  • IKEA the most popular for bedroom furniture
                                    • Figure 6: Where they shopped for bedroom furniture (excluding beds and mattresses), July 2018
                                  • Balancing price, quality and style
                                    • Figure 7: Important factors in deciding where to shop for bedroom furniture (excluding beds and mattresses), July 2018
                                  • People spend what they can on beds and mattresses
                                    • Figure 8: What they spent on beds and mattresses in the last 3 years, July 2018
                                  • Amazon and Argos share top spot for most-popular beds and mattress retailer
                                    • Figure 9: Where they shop for beds and mattresses, July 2018
                                  • Comfort is more important than price
                                    • Figure 10: Important factors in deciding which beds and mattress to buy, July 2018
                                  • More than half visit stores for advice
                                    • Figure 11: How they shopped for beds, mattresses or bedroom furniture in the last 3 years, July 2018
                                  • Consumers recognise the importance of the right mattress
                                    • Figure 12: Attitudes towards beds and bedroom furniture, July 2018
                                  • What we think
                                  • Issues and Insights

                                    • What next for the boxed mattress brands?
                                      • The facts
                                        • The implications
                                          • What does the furniture showroom of the future look like?
                                            • The facts
                                              • The implications
                                                • Goodbye bed specialists, hello ‘sleep brands’
                                                  • The facts
                                                    • The implications
                                                    • The Market – What You Need to Know

                                                      • Market growth slows in 2017
                                                        • Beds and mattress market stronger than bedroom furniture
                                                          • Furniture specialists account for 65% of sales
                                                            • Extra 139,000 households helps grow the market
                                                              • Fall in housing transactions in 2017, but remains historically high
                                                              • Market Size and Forecast

                                                                • Growth slows in 2017
                                                                  • Figure 13: Consumer spending on beds and bedroom furniture, 2013-23
                                                                  • Figure 14: Consumer spending on beds and bedroom furniture, in current and constant prices, 2013-23
                                                                • Forecast methodology
                                                                • Market Segmentation

                                                                  • Beds and mattress market boosted by disruptors
                                                                    • Figure 15: Consumer spending on beds and mattresses, 2013-23
                                                                    • Figure 16: Consumer spending on beds and mattresses, in current and constant prices, 2013-23
                                                                  • Spending on bedroom furniture weakens
                                                                    • Figure 17: Consumer spending on bedroom furniture, 2013-23
                                                                    • Figure 18: Consumer spending on bedroom furniture, in current and constant prices, 2013-23
                                                                • Channels to Market

                                                                  • Specialists account for a little over half of all sales
                                                                    • Lack of presence from some of retail’s non-specialist giants
                                                                      • The DIY channel hit by difficulties at Homebase
                                                                        • Figure 19: Channels to market for beds and bedroom furniture, 2017
                                                                    • Market Drivers

                                                                      • Growth in household numbers
                                                                        • Figure 20: Number of UK households, by household size, 2012-22
                                                                      • State of consumers’ finances improves
                                                                        • Figure 21: Consumers’ confidence in the state of the finances and their finances compared to the previous year, August 2016-July 2018
                                                                      • Shift to renting is changing how we shop
                                                                        • Figure 22: Trends in housing tenure, 2003-2016/17
                                                                      • Slowdown in housing transactions
                                                                        • Figure 23: Residential housing transactions in the UK over £40,000, 2008-17
                                                                        • Figure 24: Monthly year-on-year percentage change in residential housing transactions over £40,000, non-seasonally adjusted, July 2017-June 2018
                                                                      • Campaigns raise awareness of the impact of a lack of sleep
                                                                          • Figure 25: Average amount of hours slept each day, August 2017
                                                                        • A focus on health highlights the importance of sleep
                                                                          • Figure 26: Attitudes towards sleep, August 2017
                                                                      • Companies and Brands – What You Need to Know

                                                                        • Bensons for Beds the largest specialist
                                                                          • Dreams is catching up
                                                                            • IKEA is the leading non-specialist
                                                                              • Oak Furniture Land the non-specialist that gives greatest focus to the bedroom
                                                                                • Silentnight the leading manufacturer
                                                                                  • Boxed mattress brands sign-up retailers to get closer to consumers
                                                                                    • Advertising spend jumps by a third
                                                                                    • Specialist Retailers

                                                                                      • Bensons for Beds still on top
                                                                                        • But Dreams is catching up
                                                                                          • Boxed mattress brands take the market by storm
                                                                                            • A changing market leads to casualties
                                                                                              • Figure 27: Beds, mattresses and bedroom furniture specialists, total turnover (excluding VAT), 2013-17
                                                                                              • Figure 28: Beds, mattresses and bedroom furniture specialists, operating profit, 2013-17
                                                                                              • Figure 29: Beds, mattresses and bedroom furniture specialists, operating margin, 2013-17
                                                                                              • Figure 30: Beds, mattresses and bedroom furniture specialists, number of outlets, 2013-17
                                                                                          • Non-Specialist Retailers

                                                                                              • IKEA the leading non-specialist
                                                                                                • J Sainsbury Group in second place
                                                                                                  • Sofa retailers turn to beds to fill space
                                                                                                    • Figure 31: Non-specialists selling beds and bedroom furniture, 2017
                                                                                                • Space Allocation Summary

                                                                                                  • Oak Furniture Land gives the largest proportion of space to beds
                                                                                                    • IKEA dedicates more space to bedrooms than other rooms
                                                                                                      • Figure 32: Furniture retailers – Detailed space allocation estimates, July 2018
                                                                                                  • Suppliers and Manufacturers

                                                                                                    • Silentnight continues to experience strong growth
                                                                                                      • Steinhoff Companies face uncertainty
                                                                                                        • Figure 33: Leading manufacturers of beds and bedroom furniture, total turnover, 2013-17
                                                                                                        • Figure 34: Leading manufacturers of beds and bedroom furniture, operating profit, 2013-17
                                                                                                        • Figure 35: Leading manufacturers of beds and bedroom furniture, operating margin, 2013-17
                                                                                                    • Launch Activity and Innovation

                                                                                                      • Boxed mattress brands turn to established retailers
                                                                                                        • Sealy highlights the use of bacteria to live life to the full
                                                                                                          • Silentnight rolls out eco-friendly range
                                                                                                            • Silentnight opens showrooms
                                                                                                              • Sofology launches Sleepology
                                                                                                                • Figure 36: Sleepology from Sofology, August 2018
                                                                                                              • Amazon pushes Eve mattresses on Prime Day
                                                                                                                • Figure 37: Amazon Prime day and Eve, July 2018
                                                                                                              • Argos introduces ‘100-night Comfort Promise’ on mattresses
                                                                                                                • Simba launches adjustable bed frame
                                                                                                                  • La-Z-Boy launches beds and mattress range
                                                                                                                    • Coop launches new website to sell beds
                                                                                                                    • Advertising and Marketing Activity

                                                                                                                      • Adspend jumps by a third
                                                                                                                        • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, 2013-17
                                                                                                                      • Dreams grows adspend for fourth consecutive year
                                                                                                                        • IKEA chooses to focus on sleep in 2017
                                                                                                                          • Boxed-mattress brands battle to build brand recognition
                                                                                                                            • Figure 39: Total above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, by advertiser, 2013-17
                                                                                                                          • TV cements its dominance as press spend declines
                                                                                                                            • Figure 40: Above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, by media type, 2013-17
                                                                                                                          • New boxed mattress brands increase adspend in 2018
                                                                                                                            • Figure 41: Above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture in the year to July, by advertiser, January 2018-July 2018
                                                                                                                          • Campaign highlights
                                                                                                                            • Dreams focus on the importance of sleep and UK manufacturing
                                                                                                                              • Bensons for Beds focused on price, IFC and British manufacturing
                                                                                                                                • Sharps launches ‘Beautifully Organised’ campaign
                                                                                                                                  • IKEA reworks ‘Wonderful Everyday’ tagline to focus on sleep
                                                                                                                                    • Eve Sleep encourages people to join the ‘sleep rich’
                                                                                                                                      • Nielsen Ad Intel coverage
                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                        • 52% bought beds or bedroom furniture in the last three years
                                                                                                                                          • 54% spend less than £500 on bedroom furniture
                                                                                                                                            • IKEA is most popular for bedroom furniture
                                                                                                                                              • Balancing price, quality and style
                                                                                                                                                • More than half spend £101-£500
                                                                                                                                                  • Amazon and Argos most popular for beds and mattresses
                                                                                                                                                    • Comfort is more important than price
                                                                                                                                                      • 51% visit stores for advice
                                                                                                                                                        • Consumers recognise the importance of the right mattress
                                                                                                                                                        • What They Bought

                                                                                                                                                          • Half have bought beds or bedroom furniture in the last three years
                                                                                                                                                            • Figure 42: What they bought in the last three years (netted), July 2018
                                                                                                                                                          • Buying peaks 1-2 years after moving
                                                                                                                                                            • Figure 43: What they bought in the last three years (netted), by time since moving in, July 2018
                                                                                                                                                          • Memory foam mattresses are most popular
                                                                                                                                                            • Figure 44: Type of mattress purchased in the last three years, July 2018
                                                                                                                                                          • Drawers and bedside tables are most purchased
                                                                                                                                                            • Figure 45: Type of bedroom furniture purchased in the last three years, July 2018
                                                                                                                                                          • 44% of bed buyers opt for a basic frame
                                                                                                                                                            • Figure 46: Type of bed purchased in the last three years, July 2018
                                                                                                                                                          • Young people more likely to make multiple purchases
                                                                                                                                                            • Figure 47: Repertoire analysis of beds or bedroom furniture purchased in the last three years, July 2018
                                                                                                                                                        • What They Spent on Bedroom Furniture

                                                                                                                                                          • 54% spend less than £500
                                                                                                                                                            • Figure 48: What they spent on bedroom furniture (excluding beds and mattresses), July 2018
                                                                                                                                                          • Buyers over the age of 55 like to spend big
                                                                                                                                                            • Figure 49: What they spent on bedroom furniture (excluding beds and mattresses), by age, July 2018
                                                                                                                                                          • 40% of fitted wardrobe buyers spent over £1000
                                                                                                                                                            • Figure 50: What they spent on bedroom furniture, by what they bought, July 2018
                                                                                                                                                        • Where They Shop for Bedroom Furniture

                                                                                                                                                          • Non-specialists are the most popular places to shop
                                                                                                                                                            • Figure 51: Where they shopped for bedroom furniture (excluding beds and mattresses), July 2018
                                                                                                                                                          • But the biggest spenders head for the specialists
                                                                                                                                                            • Figure 52: What they spent on bedroom furniture, by where they shopped for bedroom furniture, July 2018
                                                                                                                                                        • Choosing Bedroom Furniture to Buy

                                                                                                                                                          • Balancing price, quality and style
                                                                                                                                                            • Figure 53: Important factors in deciding where to shop for bedroom furniture (excluding beds and mattresses), July 2018
                                                                                                                                                          • Young people value a good returns period over showrooms
                                                                                                                                                            • While the availability of credit is important for filling a new home
                                                                                                                                                              • Figure 54: Important factors in deciding where to shop for bedroom furniture, by customer profile, July 2018
                                                                                                                                                            • Product quality becomes most important for higher spenders
                                                                                                                                                              • Figure 55: Most important factor in deciding where to shop for bedroom furniture, by what they spend on bedroom furniture in the last three years, July 2018
                                                                                                                                                          • Spending on Beds and Mattresses

                                                                                                                                                            • More than half spend £101-500
                                                                                                                                                              • Figure 56: What they spent on beds and mattresses in the last 3 years, July 2018
                                                                                                                                                            • People spend what they can on beds and mattresses
                                                                                                                                                              • Figure 57: What they spent on beds and mattresses in the last 3 years, by SEG, July 2018
                                                                                                                                                          • Where They Shop for Beds and Mattresses

                                                                                                                                                            • Amazon ties with Argos for the top spot
                                                                                                                                                              • Boxed mattress brands make a mark
                                                                                                                                                                • Local independents make up a fragmented sector
                                                                                                                                                                  • Figure 58: Where they shop for beds and mattresses, July 2018
                                                                                                                                                                • High spenders go to specialists
                                                                                                                                                                  • Figure 59: What they spent on beds and mattresses by where they shopped for beds or mattresses in the past three years, July 2018
                                                                                                                                                              • Choosing Beds and Mattresses

                                                                                                                                                                • Comfort is more important than price
                                                                                                                                                                  • Figure 60: Important factors in deciding which beds and mattress to buy, July 2018
                                                                                                                                                                • Comfort even more important to those spending over £500
                                                                                                                                                                  • Figure 61: Most important factor in deciding which bed or mattress to buy, by what they spent in in the last three years, July 2018
                                                                                                                                                                • Younger buyers more likely to seek out advice
                                                                                                                                                                  • Figure 62: Important factors in deciding which beds and mattress to buy, by customer profile, July 2018
                                                                                                                                                              • How They Shop

                                                                                                                                                                • More than half visited a store for advice
                                                                                                                                                                  • But half are happy to buy without seeing the product first
                                                                                                                                                                    • Figure 63: How they shopped for beds, mattresses or bedroom furniture in the last 3 years, July 2018
                                                                                                                                                                  • Reason for visiting stores differs by age
                                                                                                                                                                    • Figure 64: Reasons for visiting a store, by age, July 2018
                                                                                                                                                                  • Millennials are most likely to get someone in
                                                                                                                                                                    • Figure 65: Furniture buyers who paid someone to construct/install bedroom furniture in the past three years, by generation, July 2018
                                                                                                                                                                • Attitudes towards Beds and Bedroom Furniture

                                                                                                                                                                  • Consumers recognise the importance of the right mattress
                                                                                                                                                                    • Figure 66: Attitudes towards beds and bedroom furniture, July 2018
                                                                                                                                                                  • Young people think bedrooms are for more than just sleeping
                                                                                                                                                                    • Figure 67: Agreement with the statement: “A bedroom should have multiple uses”, by age group, July 2018
                                                                                                                                                                  • Older shoppers could be a target for home-trial periods
                                                                                                                                                                    • Figure 68: Attitudes towards beds and bedroom furniture, by age group, July 2018
                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                    • Abbreviations
                                                                                                                                                                      • Consumer research methodology
                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                        • Forecast methodology

                                                                                                                                                                        Beds and Bedroom Furniture - UK - September 2018

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