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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Accessorising the Home - UK market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Consumer spending on home accessories grew for a fifth consecutive year, as it increased by an estimated 3.9% to £9.86 billion in 2019. The market has been stable in recent years, recovering momentum in the wake of the UK’s decision to leave the EU; buoyed by the return of real wage growth and a stable housing market.


Expert analysis from a specialist in the field

Written by Marco Amasanti, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Spending grew again in 2019; however, the market is increasingly split into two; a divide increasingly characterised by age. The newer dynamic demand for trend-driven home accessories, favoured by younger shoppers as a means of affordable personalisation, continues to open avenues for growth. Marco Amasanti
Retail Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • Expenditure nears £10 billion, but there is uncertainty ahead
              • Figure 1: Consumer spending on Home accessories, 2014-2024
            • Growth in trend-driven product categories, as essential products remain stable
              • Figure 2: Consumer spending on accessorising the home, % of total, 2019
            • The housing market has ensured continued demand despite uncertainty
              • The return of real wage growth
                • Companies and brands
                  • Amazon leads the charge online
                    • Department stores suffer as pressure grows on the high street
                      • But the physical sector remains robust
                        • The rise of ‘Lifestyle brands’
                          • The consumer
                            • 74% of consumers involved in the market, with trend-driven product sales up
                              • Figure 3: Home accessories purchases, October 2016 and January 2020
                            • In-store tops online as most popular channel of purchase, but its time looks limited as mobile purchasing surges
                              • Figure 4: Channel of purchase, January 2020
                            • Supermarkets top spending, but Amazon, discounters and clothing retailers make gains
                              • Figure 5: Channel of purchase, January 2020
                            • Cost remains king, but environmental credentials are a growing spotlight
                              • Figure 6: Key purchase drivers, January 2020
                            • Consumers increasingly turn online for inspiration, but in-store displays remain paramount
                              • Figure 7: Inspiration for purchase, January 2020
                            • There are two increasingly distinct markets in home accessories
                              • Figure 8: Attitudes towards home accessories, January 2020
                            • Room for more green initiatives in home accessories
                              • Figure 9: Interest in home accessories, January 2020
                            • What we think
                            • Issues and Insights

                              • How might COVID-19 impact the home accessories market?
                                • The facts
                                  • The implications
                                    • Who could be the winners and losers from the COVID-19 outbreak?
                                      • The facts
                                        • The implications
                                          • The rise of the ‘Lifestyle Brand’
                                            • The facts
                                              • The implications
                                                • What does the new Millennial shopper look like?
                                                  • The facts
                                                    • The implications
                                                      • How should retailers cater to the new Millennial shopper?
                                                        • The facts
                                                          • The implications
                                                          • The Market – What You Need to Know

                                                            • Expenditure nears £10 billion, but there is uncertainty ahead
                                                              • Growth in trend-driven product categories, as essential products remain stable
                                                                • Amazon, clothing and value retailers make gains amid lack of specialists
                                                                  • The housing market has ensured continued demand despite uncertainty
                                                                    • The return of real wage growth
                                                                    • Market Size and Forecast

                                                                      • Home accessories expenditure nears £10 billion mark
                                                                        • Figure 10: Consumer spending on Home accessories, 2014-24
                                                                        • Figure 11: Consumer spending on Home accessories, 2014-24
                                                                      • However, there is uncertainty on the horizon, with shopping behaviour set to change amid Coronavirus fears
                                                                        • Forecast methodology
                                                                        • Market Segmentation

                                                                          • A diverse and fluid marketplace
                                                                            • Figure 12: Consumer spending on accessorising the home, by segment, 2012, 2016 and 2019 (est)
                                                                          • Growth in trend-driven product categories
                                                                            • Essential product categories remain largely stable
                                                                              • Curtains and blinds lead the market
                                                                                • Figure 13: Consumer spending on accessorising the home, % of total, 2019 (est)
                                                                            • Channels to Market

                                                                              • Broad choice of retailers, with few specialists
                                                                                • Amazon, clothing and value retailers make gains
                                                                                  • Figure 14: Distribution of Home accessories, 2019 (est)
                                                                              • Market Drivers

                                                                                • The housing market has stabilised in recent years
                                                                                  • Figure 15: Quarterly UK residential property transactions, Q1 2015-Q4 2019
                                                                                • One in five rents privately in England
                                                                                    • Figure 16: England Housing, by tenure, 2010-18
                                                                                  • Consumer confidence remains robust
                                                                                      • Figure 17: Consumer financial confidence, January 2017- 2020
                                                                                    • Spending on the home largely holds up, but will fall in coming months
                                                                                      • Figure 18: Trends in spending on the home, Jan 2018-Jan 2020
                                                                                    • The return of real wage growth
                                                                                      • Figure 19: Great Britain average weekly earnings annual growth rate, total pay (real), 2015-19
                                                                                  • Companies and Brands – What You Need to Know

                                                                                    • Amazon leads the charge online
                                                                                      • Department stores suffer as pressure grows on the high street
                                                                                        • But the physical sector remains robust
                                                                                          • The rise of ‘Lifestyle brands’
                                                                                            • Total adspend falls in 2019, but daytime TV remains a hotspot
                                                                                            • Companies and Brands

                                                                                              • IKEA boosted by online efforts
                                                                                                • Amazon leads the charge online
                                                                                                  • Tesco Direct closes
                                                                                                    • The Very Group rebrands
                                                                                                      • Department stores suffer a difficult year
                                                                                                        • Figure 20: Leading Department Stores, estimated sales mix, 2018
                                                                                                      • John Lewis sees sales drop, but pushes home up on the agenda
                                                                                                        • Clothing retailers continue to build ‘lifestyle’ propositions
                                                                                                          • Continued upheaval in the DIY sector
                                                                                                          • Competitive Strategies

                                                                                                            • Ramped up focus online
                                                                                                              • Introducing experiential store concepts
                                                                                                                • Dunelm benefits from its ambitious physical expansion
                                                                                                                • Launch Activity and Innovation

                                                                                                                  • The rise of ‘lifestyle brands’
                                                                                                                    • Former Vogue editors launch a boutique curated shopping platform
                                                                                                                      • River Island launches a homeware pop-up store
                                                                                                                        • Compadre opens a tech-driven pop-up store
                                                                                                                          • Zara Home commits to 100% sustainable fabric
                                                                                                                            • Harth opens the field for home accessories rental
                                                                                                                              • Figure 21: Harth range, September 2019
                                                                                                                            • The blooming market for house plants
                                                                                                                            • Advertising and Marketing Activity

                                                                                                                                • Total advertising expenditure fell by 27% in 2019
                                                                                                                                  • Figure 22: Total above-the-line, online display and direct mail advertising expenditure on home accessories, 2015-19
                                                                                                                                • Plumbs tops adspend in 2019
                                                                                                                                  • Figure 23: Total above-the-line, online display and direct mail advertising expenditure on home accessories, by retailer, 2015-19
                                                                                                                                • Retailers adopt varying strategies for exposure
                                                                                                                                  • Figure 24: Total above-the-line, online display and direct mail advertising expenditure on home accessories, by retailer, 2019
                                                                                                                                • Campaign highlights
                                                                                                                                  • Hillary’s blinds sponsors homes on channel 4
                                                                                                                                    • Dunelm to sponsor ITV’s This Morning
                                                                                                                                      • IKEA puts the spotlight on sleep
                                                                                                                                        • Nielsen Ad Intel coverage
                                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                                          • 74% of consumers involved in the market, with trend-driven product sales up
                                                                                                                                            • In-store tops purchases, but its time looks limited as mobile purchasing surges
                                                                                                                                              • Supermarkets top spending, but Amazon, discounters and clothing retailers make gains
                                                                                                                                                • Cost remains king, but environmental credentials are a growing spotlight
                                                                                                                                                  • Consumers increasingly turn online for inspiration, but in-store displays remain paramount
                                                                                                                                                    • There are two increasingly distinct markets in home accessories
                                                                                                                                                      • Room for more green initiatives in home accessories
                                                                                                                                                      • Home Accessories Purchases

                                                                                                                                                        • Three quarters of consumers involved in the market in 2019
                                                                                                                                                          • Bed linens top purchasing, while essential categories maintain
                                                                                                                                                            • But trend-driven products grow significantly
                                                                                                                                                              • Figure 25: Home accessories purchases, October 2016 and January 2020
                                                                                                                                                            • New movers drive multi-purchasing
                                                                                                                                                              • Figure 26: Repertoire of home accessories purchases, January 2020
                                                                                                                                                          • Channel of Purchase

                                                                                                                                                            • In-store tops purchases, but its time looks limited
                                                                                                                                                                • Figure 27: Channel of purchase, January 2020
                                                                                                                                                              • Mobile purchasing an increasingly active channel
                                                                                                                                                                • Figure 28: Channel of purchase, January 2020
                                                                                                                                                              • Retailers must do more to engage with consumers in mobile purchasing
                                                                                                                                                                • Social media offers a new way to market home accessories
                                                                                                                                                                • Retailers Used

                                                                                                                                                                    • Amazon is favoured by time-pressured workers and parents
                                                                                                                                                                      • Discount retailers make gains, but could benefit from regional expansion
                                                                                                                                                                        • Dunelm should revamp its brand to harness new growth opportunities
                                                                                                                                                                          • Clothing retailers steal the show for young female consumers
                                                                                                                                                                              • Figure 29: Retailers used, January 2020
                                                                                                                                                                            • Recent movers shop around as they look to furnish their new home
                                                                                                                                                                              • Figure 30: Repertoire of Retailers used, January 2020
                                                                                                                                                                          • Key Purchase Drivers

                                                                                                                                                                            • Price rules supreme in the choice of retailer
                                                                                                                                                                              • Environmental credentials a growing spotlight
                                                                                                                                                                                • But there remains room for improvement for home accessories
                                                                                                                                                                                  • Figure 31: Key purchase drivers, January 2020
                                                                                                                                                                              • Inspiration for Purchase

                                                                                                                                                                                • Consumers turn online for inspiration
                                                                                                                                                                                  • Figure 32: Inspiration for purchase, January 2020
                                                                                                                                                                                • But in-store displays remain paramount
                                                                                                                                                                                  • Figure 33: Inspiration for purchase, January 2020
                                                                                                                                                                                • The role of social media is unparalleled among younger shoppers
                                                                                                                                                                                    • Figure 34: Inspiration for purchase, Social Media, by age, January 2020
                                                                                                                                                                                • Attitudes towards Home Accessories

                                                                                                                                                                                  • Stores should push planning services to re-engage crucial demographics
                                                                                                                                                                                    • There are two increasingly distinct markets in home accessories
                                                                                                                                                                                      • Figure 35: Attitudes towards home accessories, January 2020
                                                                                                                                                                                    • Private renters look to the market for personalisation
                                                                                                                                                                                      • Figure 36: Attitudes towards home accessories, private rental, January 2020
                                                                                                                                                                                  • Interest in Home Accessories

                                                                                                                                                                                      • Room for more green initiatives in home accessories
                                                                                                                                                                                        • Home accessories for rent
                                                                                                                                                                                          • The rise of ‘lifestyle brands’ shows no signs of slowing
                                                                                                                                                                                            • Figure 37: Interest in home accessories, January 2020
                                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                            • Abbreviations
                                                                                                                                                                                              • Consumer research methodology
                                                                                                                                                                                              • Appendix - Market size and forecast

                                                                                                                                                                                                • Forecast Methodology

                                                                                                                                                                                                About the report

                                                                                                                                                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                • The Consumer

                                                                                                                                                                                                  What They Want. Why They Want It.

                                                                                                                                                                                                • The Competitors

                                                                                                                                                                                                  Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                • The Market

                                                                                                                                                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                • The Innovations

                                                                                                                                                                                                  New Ideas. New Products. New Potential.

                                                                                                                                                                                                • The Opportunities

                                                                                                                                                                                                  Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                • The Trends

                                                                                                                                                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                                                                                                Description