2022
9
UK Living and Dining Room Furniture Market Report 2022
2022-12-20T03:08:53+00:00
OX1100547
2195
158746
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Report
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“After experiencing a recovery during 2021, the short-term outlook for those involved with living and dining room furniture is expected to be challenging. Both expenditure and a propensity to purchase…
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  8. UK Living and Dining Room Furniture Market Report 2022

UK Living and Dining Room Furniture Market Report 2022

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“After experiencing a recovery during 2021, the short-term outlook for those involved with living and dining room furniture is expected to be challenging. Both expenditure and a propensity to purchase high-ticket items will be impacted. In surviving such challenges, a focus on value and exploitation of trends such as online demands and sustainability should be considered.”

– Neil Mason, Retail Category Director, November 2022

Key issues covered in this Report:

  • The impact of COVID-19, and more recently the cost-of-living crisis, on the market for living and dining room furniture.
  • Opportunities and new demand from this disruption.
  • The impact of this on the retailing landscape.
  • Consumer preferences towards expenditure and interest in particular types of living and dining room furniture as well as sources of information and attitudes towards furniture.
Collapse All
  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for living and dining room furniture
      • Figure 1: Living and dining room furniture* outlook, 2022-27
    • The market
    • Market size and forecast
      • Figure 2: Expenditure on living and dining room furniture*, revenues, 2017-27
    • Furniture for the living room is by far the largest market
      • Figure 3: Segmentation of the living and dining room furniture market, by value, at current prices, 2021
    • Pandemic boosts the profile of pureplay online retailers
      • Figure 4: Estimated channels of distribution for living and dining room furniture, by value, 2017 and 2021
    • Government intervention helps maintain crucial housing market
      • Figure 5: Monthly UK residential property transactions, 2021-22
    • Companies and brands
    • Traditional retailers are suffering increased pressure from online
    • Investment as a way of strengthening resilience is proving popular
    • Retailers respond to market pressures with different strategies
    • Confidence fails to return to advertising budgets post-COVID
      • Figure 6: Total above-the-line, online display and direct mail advertising expenditure on living and dining room furniture, 2017-22
    • The consumer
    • Open-plan layouts for kitchens, living and dining rooms are popular
      • Figure 7: Type of living room, 2022
    • Separate dining spaces most likely to be associated with older adults
      • Figure 8: Type of dining room, 2022
    • Income has a major impact on amount spent on furniture
      • Figure 9: Expenditure on living and dining room furniture, 2022
    • As sales soften retailers need to focus on where the strongest opportunities exist
      • Figure 10: Living and dining room furniture purchases, by room, 2022
    • Young adults are an important market for multiple purchases
      • Figure 11: Living and dining room furniture purchases, by product, 2022
    • Popularity of different channels of communication apparent by age
      • Figure 12: Information on living and dining room furniture, by source, 2022
    • Addressing the issue of value is key for younger consumers
      • Figure 13: Attitudes towards living and dining room furniture, 2022
  3. Issues and Insights

    • Recession set to blunt growth prospects
    • Good potential to exploit opportunities with young buyers
    • Key items of living and dining room furniture remain in vogue
  4. Market Size and Performance

    • Consumer expenditure set to fall as UK enters recession
    • Recent expenditure has been stronger than pre-pandemic levels
      • Figure 14: Market size for living and dining room furniture*, 2017-22
  5. Market Forecast

    • Demand set to suffer as UK enters recession
      • Figure 15: Living and dining room furniture* outlook, 2022-27
    • Expenditure is set to soften during 2023…
    • …with uncertainty persisting
    • Flexible purchasing and sustainability set to colour consumer thinking
    • Furniture will face competition from other demands
    • Retail sales fall back during 2022
      • Figure 16: Expenditure on living and dining room furniture*, revenues, 2017-27
    • Home office is likely to benefit from working from home
    • Learnings from the last economic slowdown
      • Figure 17: The living and dining room furniture market, by value, 2007-12
    • Forecast methodology
  6. Market Segmentation

    • Over half of consumer expenditure is directed towards upholstery
      • Figure 18: Segmentation of the living and dining room furniture market, by value, at current prices, 2021
    • Communal living boosts products such as upholstery…
    • …while at the same time impacting on the dining sector
    • Upholstery sales up at £5 billion
      • Figure 19: Segmentation of the living and dining room furniture market, by value, at current prices, 2017-22
    • Price competition impacts on the upholstery sector
      • Figure 20: Segmentation of the living and dining room furniture market, by value, at current prices, 2017 and 2022
  7. Channels to Market

    • Online specialists strengthen share of the market
    • Category specialists and general furniture retailers are under pressure
    • Revitalised high street category sees winners and losers
      • Figure 21: Estimated channels of distribution for living and dining room furniture, 2017 and 2021
  8. Market Drivers

    • Inflation is the key concern for consumers and brands…
    • …and despite government support, energy prices are still a major concern
    • Rising interest rates mean that the pressure will move up to middle- and higher-income households
    • High inflation and rising interest rates will weigh down the post-COVID recovery
    • Consumer spending power will be curbed
    • Unemployment is at a near-50 year low
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 22: Household financial wellbeing index, 2016-22
    • …and most people are feeling the effects of price rises
    • Inflationary pressures and negative growth set to deliver short-term shock to the economy
      • Figure 23: Real GDP and RPI forecasts, 2022-27
    • Government interventions to stimulate the housing market
      • Figure 24: Monthly UK residential property transactions, 2021-22
    • Households expand 6.3% over the past decade
      • Figure 25: Number of UK households, 2011-21
    • Fall in profile of renters has potential to boost home expenditure
      • Figure 26: England housing tenure, 2010/11-2020/21
    • Different property styles will affect both furniture choice and demand
      • Figure 27: Type of dwelling lived in, 2022
    • Demand for credit expands during 2022
      • Figure 28: Consumer credit excluding student loans, January 2021-September 2022
  9. Market Share

    • DFS Furniture proving successful in taking on IKEA
    • Online sellers continue to make gains
    • Sluggish performance for other specialists
    • General homeware retailers outperform department stores
      • Figure 29: Estimated market shares of the living and dining room furniture market, 2017-21
  10. Launch Activity and Innovation

    • IKEA gets Kreativ with new virtual reality app
      • Figure 30: IKEA Kreativ, 2022
    • Quality and value from John Lewis as cost-of-living crisis and online growth are addressed
    • IKEA using store capacity to assist with demand for online purchasing
    • Ethics move up the agenda
      • Figure 31: DFS Vegan furniture range, 2022
  11. Competitive Strategies

    • Addressing the issue of sustainability
    • Believing in the physical retail experience
    • Focusing on value during the current cost of living crisis
    • Diversification to maximise opportunities
    • Continuing investment in digital technology
  12. Advertising and Marketing Activity

    • Investment fails to recover after collapse in 2020
      • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on living and dining room furniture, 2017-22
    • Support during 2021 was broadly spread throughout the year
      • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on living and dining room furniture, by month, 2020 and 2021
    • DFS dominates despite spend falling back
      • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on living and dining room furniture, by advertiser, 2017-21
    • Television strengthens its position as interest in press advertising wanes
      • Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on living and dining room furniture, by media type, 2017 and 2021
    • Nielsen Ad Intel coverage
  13. Types of Living Space

    • Two thirds of homes have a separate living room
      • Figure 36: Type of living room, 2022
    • Open-plan kitchen and living room favoured by city dwellers
    • Older adults more likely to have a separate living room
    • Most dining is done in combined spaces
      • Figure 37: Type of dining room, 2022
    • Older adults also more likely to have a separate space for dining
    • Less wealthy most likely to not have a dining room
  14. Expenditure on Living and Dining Room Furniture

    • Only six in 10 adults spent money in the last year
      • Figure 38: Expenditure on living and dining room furniture, 2022
    • Young adults are most likely to have bought furniture…
    • …with older adults a challenging opportunity
    • Improvements are needed to encourage rural buyers
    • Less affluent are an important group for smaller purchases
    • New homeowners represent the best opportunities
      • Figure 39: Expenditure on living and dining room furniture, by time in home, 2022
    • Apartment dwellers are likely to spend less
      • Figure 40: Expenditure on living and dining room furniture, total versus flat/apartments, 2022
  15. Living and Dining Room Furniture Purchases

    • Living rooms dominate consumer interest
      • Figure 41: Living and dining room furniture purchases, by room, 2022
    • Products associated with relaxation and dining dominate
      • Figure 42: Living and dining room furniture purchases, by product, 2022
    • Relaxation is a priority for the young…
    • …while dining furniture is sought by wealthier households
    • Repertoire analysis supports multiple demands from young adults
    • Certain items of furniture are popular with those living in flats and apartments
      • Figure 43: Expenditure on living and dining room furniture, total versus flat/apartments, 2022
    • Sofas are a key purchase for those who have a new home
      • Figure 44: Expenditure on living and dining room furniture, total versus those less than a year in their current home, 2022
    • Most major items of furniture have benefited from a recent uptick in purchasing
      • Figure 45: Living and dining room furniture purchases, by product, percentage point change in purchasing, 2020-22
  16. Information on Living and Dining Room Furniture

    • Retailers are key sources for information
      • Figure 46: Information on living and dining room furniture, by source, 2022
    • Social media interest polarised towards young adults…
    • …as retailers’ websites present the best prospects for older adults
    • Professionals have an opportunity to be instructors
  17. Attitudes towards Living and Dining Room Furniture

    • Expenditure is set to fall despite importance of living and dining space
      • Figure 47: Attitudes towards living and dining room furniture, 2022
    • Families are likely to be seeking out value
    • Multipurpose living is here to stay
    • Young adults want something different
    • Continuing interest in homeworking
  18. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  19. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 48: Market forecast and prediction intervals for living and dining room furniture, 2022-27
    • Market drivers and assumptions
    • Forecast methodology

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