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Homewares Retailing - UK - November 2018

“The homewares market has always been fragmented, but this has increased as a number of clothing brands launch homewares collections while supermarkets reconfigure their non-food offering in an effort to offset challenges in their own sectors. Meanwhile the homewares market continues to grow, as an increasing population of renters seeks to make their homes more ‘Instagrammable’.”
– Thomas Slide, Senior Retail Analyst

This Report looks at the following areas:

  • What does a slowing housing market mean for homewares?
  • Technology makes the world a shop window
  • The lifestyle brand offers a fusion of clothing and home

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Table of contents

  1. Overview

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

          • The market
            • Market expected to grow 2.5% in 2018
              • Figure 1: Market size for homewares products, 2013-23
            • Kitchenware’s strong growth looks set to slow
              • Figure 2: Homewares market segmentation, 2017
            • Supermarkets the largest channel to market
              • Specialists account for 17% of the market
                • Figure 3: Channels to market for homewares, 2017
              • Real incomes grow in 2018
                • Figure 4: Earnings growth versus inflation, 2015-18
              • Slowing housing market a concern
                • Figure 5: Residential housing transactions over £40,000, monthly year-on-year % change, seasonally adjusted, September 2017-August 2018
              • Companies and brands
                • Dunelm dominates the specialists
                  • Figure 6: Revenue of the leading specialists, 2017
                • J Sainsbury takes the top spot
                  • Figure 7: Market share for homewares, 2017
                • House launches in the UK
                  • Fashion retailers launch home ranges
                    • Advertising expenditure falls 12%
                      • Figure 8: Total above-the-line, online display and direct mail advertising expenditure on homewares, 2013-17
                    • Dunelm comes highly recommended
                      • The consumer
                        • 77% bought homewares in the past year
                          • Figure 9: Homewares bought in the last year, August 2018
                        • In-store purchasing leads
                          • Figure 10: How they bought homewares in the last year, August 2018
                        • Supermarkets are the most popular destination
                          • Figure 11: Where they shopped for homewares in the last year, August 2018
                        • Replacing old/dated items is the main trigger to purchase
                          • Figure 12: Why they shopped for homewares in the last year, August 2018
                        • 70% take pride in their home
                          • Figure 13: How they feel about homewares, August 2018
                        • A cost-effective solution for cautious times
                          • Figure 14: Attitudes towards homewares, August 2018
                        • Country and modern are the most popular styles
                          • Figure 15: Interior style preferences, August 2018
                        • What we think
                        • Issues and Insights

                          • What does a slowing housing market mean for homewares?
                            • The facts
                              • The implications
                                • Technology makes the world a shop window
                                  • The facts
                                    • The implications
                                      • The lifestyle brand offers a fusion of clothing and home
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Market expected to grow 2.5% in 2018
                                              • Kitchenware’s strong growth looks set to slow
                                                • Supermarkets the largest channel to market
                                                  • Specialists account for 17% of the market
                                                    • Real incomes grow in 2018
                                                      • Slowing housing market a concern
                                                      • Market Size and Forecast

                                                        • Market to grow 2.5% in 2018
                                                          • Figure 16: Market size for homewares products, 2013-23
                                                          • Figure 17: Market size for homewares products, at current and constant prices, 2013-23
                                                        • Forecast methodology
                                                        • Market Segmentation

                                                          • Kitchenware shows strong results
                                                            • Figure 18: Homewares market segmentation, 2017
                                                            • Figure 19: Homewares market segmentation, 2014-18
                                                          • Category definitions
                                                            • Decorative furnishings
                                                              • Bedroom textiles, including duvets and pillows
                                                                • Other household textiles, including cushions, towels, curtains
                                                                  • Glassware, china, pottery, cutlery and silverware
                                                                    • Kitchen and domestic utensils
                                                                      • Storage and other durable household articles
                                                                      • Channels to Market

                                                                        • Supermarkets the biggest seller of homewares
                                                                          • A diverse range of specialists
                                                                            • Clothing retailers gaining share
                                                                              • Online pureplays continue to grow
                                                                                • Figure 20: Channels to market for homewares, 2017
                                                                            • Market Drivers

                                                                              • Growth in household numbers
                                                                                  • Figure 21: Number of UK households, by size, 2012-22
                                                                                • Housing transactions decline slightly but remain high…
                                                                                  • Figure 22: UK residential property transactions over £40,000, 2009-17
                                                                                • ...but the slowdown appears to be accelerating
                                                                                  • Figure 23: Residential housing transactions over £40,000, monthly year-on-year % change, seasonally adjusted, September 2017-September 2018
                                                                                • Household income returns to growth
                                                                                  • Figure 24: Earnings growth versus inflation, 2015-18
                                                                                • Inflation falls faster on homewares
                                                                                  • Figure 25: CPI, monthly change compared to previous year, August 2017-August 2018
                                                                                • Generation Rent provides an opportunity for homewares
                                                                                  • Figure 26: Trends in housing tenure, 2003-2016/17
                                                                                  • Figure 27: Any homewares purchased in the past year, by housing tenure, August 2018
                                                                              • Companies and Brands – What You Need to Know

                                                                                • Dunelm dominates the specialists
                                                                                  • J Sainsbury takes the top spot
                                                                                    • House launches in the UK
                                                                                      • Fashion retailers launch home ranges
                                                                                        • Advertising expenditure falls 12%
                                                                                          • Dunelm comes highly recommended
                                                                                          • Leading Homewares Specialists

                                                                                              • Dunelm the largest of the specialists
                                                                                                • Change of ownership at Hillarys Blinds
                                                                                                  • Steamer Trading Cookshop brings in new management
                                                                                                    • Figure 28: Total revenue of specialist homewares retailers, 2014-18
                                                                                                  • Homesense continues to expand
                                                                                                    • Laura Ashley continues to shrink store estate
                                                                                                      • Figure 29: Specialist homewares retailers, outlet numbers, 2014-18
                                                                                                  • Market Share

                                                                                                    • J Sainsbury takes top spot
                                                                                                      • Figure 30: Market share for homewares, 2017
                                                                                                  • Launch Activity and Innovation

                                                                                                    • House launches in the UK
                                                                                                      • Figure 31: House UK in Oxford, April 2018
                                                                                                    • Argos launches first homewares pop-up
                                                                                                      • Joe Wicks launches kitchenware range
                                                                                                        • Figure 32: The new Joe Wicks range, August 2018
                                                                                                      • A clash of fashion and home
                                                                                                        • Figure 33: H&M fragrance collection, 2018
                                                                                                        • Figure 34: River Island homeware collection, 2018
                                                                                                      • John Lewis launches V&A partnership
                                                                                                        • DRH launches ‘intelligent porcelain’ range
                                                                                                        • Advertising and Marketing Activity

                                                                                                          • Adspend falls 12%
                                                                                                            • Figure 35: Total above-the-line, online display and direct mail advertising expenditure on homewares, 2013-17
                                                                                                          • Erratic spend on homewares
                                                                                                            • Wilko the top spender in 2017
                                                                                                              • Figure 36: Total above-the-line, online display and direct mail advertising expenditure on homewares, by advertiser, 2013-17
                                                                                                            • Press accounts for largest share of adspend
                                                                                                              • Digital is fast becoming the dominant channel
                                                                                                                • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on homewares, by media type, 2017
                                                                                                              • Nielsen Ad Intel coverage
                                                                                                              • Brand Research

                                                                                                                  • Brand map
                                                                                                                    • Figure 38: Attitudes towards and usage of selected brands, January, April and September 2018
                                                                                                                  • Key brand metrics
                                                                                                                    • Figure 39: Key metrics for selected brands, January, April and September 2018
                                                                                                                  • Brand attitudes: IKEA and Next trade on trust
                                                                                                                    • Figure 40: Attitudes, by brand, January, April and September 2018
                                                                                                                  • Brand personality: Lakeland boasts an ethical image
                                                                                                                    • Figure 41: Brand personality – Macro image, January, April and September 2018
                                                                                                                  • Dunelm is welcoming but basic
                                                                                                                    • Figure 42: Brand personality – Micro image, January, April and September 2018
                                                                                                                  • Brand analysis
                                                                                                                    • Dunelm comes highly recommended
                                                                                                                      • Lakeland and John Lewis are both seen as authoritative
                                                                                                                        • Amazon and Argos battle on speed and price
                                                                                                                          • IKEA seen as accessible, fun and ethical
                                                                                                                            • Homesense lacks awareness
                                                                                                                              • Wayfair remains the least used brand
                                                                                                                                • Laura Ashley needs to work on its image
                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                  • 77% bought homewares in the past year
                                                                                                                                    • In-store purchasing leads
                                                                                                                                      • Supermarkets are most popular destination
                                                                                                                                        • Replacing old/dated items is the main trigger to purchase
                                                                                                                                          • Lifestyle retailing links fashion and home
                                                                                                                                            • A cost-effective solution for cautious times
                                                                                                                                              • Country and modern are the most popular styles
                                                                                                                                              • What They Buy

                                                                                                                                                • Over three quarters bought homewares in the last year
                                                                                                                                                  • Figure 43: What homewares they bought in the last year, August 2018
                                                                                                                                                • Women aged 25-34 are the most common buyers
                                                                                                                                                  • Figure 44: Purchase of any homewares products, by age and gender, August 2018
                                                                                                                                                • Young renters are most likely to buy tableware and drinkware
                                                                                                                                                  • Figure 45: Homewares bought in the last 12 months, by average age and socio-economic group, August 2018
                                                                                                                                              • How They Shop

                                                                                                                                                • Three quarters bought homewares in-store
                                                                                                                                                  • Ease and convenience of online make it an attractive option
                                                                                                                                                      • Figure 46: How they bought homewares in the last year, August 2018
                                                                                                                                                    • Smartphone shopping peaks among key homewares demographic
                                                                                                                                                      • Figure 47: Smartphone shopping for homewares, by age, August 2018
                                                                                                                                                    • Decorative accessories most likely to be purchased by smartphone
                                                                                                                                                      • Figure 48: What homewares they bought in the past year, by how they shopped for homewares in the past year, compared to the overall average, August 2018
                                                                                                                                                  • Where They Shop

                                                                                                                                                    • Supermarkets take the top spot
                                                                                                                                                      • Shadow of Amazon hangs over the market
                                                                                                                                                        • Discounters proving a popular option for value items
                                                                                                                                                          • Specialists used by just 27%
                                                                                                                                                            • Figure 49: Where they shopped for homewares in the last year, August 2018
                                                                                                                                                          • Furniture retailers have the youngest shoppers
                                                                                                                                                            • Specialists and department stores target similar customer
                                                                                                                                                              • Figure 50: Where they shopped for homewares in the last year, by average age and socio-economic group, August 2018
                                                                                                                                                          • Triggers to Purchase

                                                                                                                                                            • Replacements drive purchasing
                                                                                                                                                              • Breakages peak among those with teenagers
                                                                                                                                                                • Young people use homewares to treat themselves
                                                                                                                                                                  • Figure 51: Why they shopped for homewares in the last year, August 2018
                                                                                                                                                                • Supermarkets attract impulse purchases but may not be driving footfall
                                                                                                                                                                  • Figure 52: Impulse purchasers, by where they shopped, August 2018
                                                                                                                                                              • How They Feel about Homewares

                                                                                                                                                                • The rise of lifestyle retailing
                                                                                                                                                                  • Figure 53: How they feel about homewares, August 2018
                                                                                                                                                                • Pride comes with control
                                                                                                                                                                    • Figure 54: How they feel about homewares, by housing tenure, August 2018
                                                                                                                                                                  • Young urbanites see the world as a shop window
                                                                                                                                                                    • Figure 55: Homewares retailing – CHAID – Tree output, August 2018
                                                                                                                                                                  • Personalisation could be a way to reach young men
                                                                                                                                                                      • Figure 56: How they feel about homewares, by age and gender, August 2018
                                                                                                                                                                  • Attitudes towards Homewares

                                                                                                                                                                    • The internet makes it easier to find something unique
                                                                                                                                                                      • A cost-effective solution for cautious times
                                                                                                                                                                        • Figure 57: Attitudes towards homewares, August 2018
                                                                                                                                                                      • Celebrity endorsements can help appeal to men
                                                                                                                                                                        • Figure 58: Attitudes towards homewares, by age and gender, August 2018
                                                                                                                                                                      • Specialists should avoid being sucked into a price war
                                                                                                                                                                        • Figure 59: Attitudes towards homewares, by where they shopped, August 2018
                                                                                                                                                                    • Style Preferences

                                                                                                                                                                        • Split between country and modern styling
                                                                                                                                                                          • Modern/contemporary styling is suitably inoffensive
                                                                                                                                                                            • In-your-face styles are more divisive…
                                                                                                                                                                              • …but many like a personal blend of styles
                                                                                                                                                                                • Figure 60: Interior style preferences, August 2018
                                                                                                                                                                              • Men and women agree on Scandi styling
                                                                                                                                                                                • Figure 61: Interior style preferences, difference by gender, August 2018
                                                                                                                                                                              • Young and affluent are most adventurous
                                                                                                                                                                                • Scandi is popular among more affluent shoppers
                                                                                                                                                                                  • Figure 62: Interior style preferences, by age and socio-economic group, August 2018
                                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                                      • CHAID analysis
                                                                                                                                                                                        • Methodology
                                                                                                                                                                                          • Figure 63: Homewares retailing – CHAID – Table output, August 2018
                                                                                                                                                                                        • Images used for Style Preferences
                                                                                                                                                                                          • Modern/contemporary
                                                                                                                                                                                            • Minimalist
                                                                                                                                                                                              • Scandinavian
                                                                                                                                                                                                • Farmhouse/Country
                                                                                                                                                                                                  • Coastal/Nautical
                                                                                                                                                                                                    • Urban/Industrial
                                                                                                                                                                                                      • Retro/Vintage
                                                                                                                                                                                                        • Eclectic
                                                                                                                                                                                                          • Bohemian
                                                                                                                                                                                                            • Traditional/Classic

                                                                                                                                                                                                            Homewares Retailing - UK - November 2018

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