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UK Consumer Trends, Attitudes and Spending Habits on the Home market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Consumer Trends, Attitudes and Spending Habits for the Home 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

This report looks at consumer attitudes towards their spend on the home. It looks at their priorities for buying for their homes and delves into the triggers for purchases.

This report focuses on:

  • Furniture
  • Carpets
  • Decorating
  • The garden
  • Energy (savings)
  • Security
  • Home extensions
  • Smart home developments

Key points included

  • Is there a boost to spending on the home because of smart connected products?
  • What impact is the rise in private renting having on demand for products for the home?
  • Will there be an ‘improve not move’ trend if economic uncertainty influences consumer confidence?

Expert analysis from a specialist in the field

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

Despite the backdrop of uncertainty, wages are actually rising faster than inflation. There is strong evidence that people plan to keep on spending on their homes in 2019, reflecting their goal to make the home a more enjoyable place to live. Their desire to make the place feel like their own will drive demand for selecting an individual look, indicating that a range of choice will matter. Shoppers will seek inspiration from a wide range of sources including visiting shops, showing that retailers should continue to invest in showroom areas and the in-store experience. Jane Westgarth
Senior Retail Analyst

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Table of contents

  1. Overview

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

            • The market
              • Consumers are planning to carry on spending on their homes in 2019
                • Figure 1: Consumer spending on the home, 2013-23
              • Strong housing market has helped growth
                • Diverse market with large spread of segments
                  • Figure 2: Consumer spending on the home, by segment, 2018
                • Furniture spending fuelled by styling and better functionality
                  • The garden as a ‘room’
                    • Furniture and homewares specialists capture 41% of spending
                      • Figure 3: Channels to market, goods for the home, 2018
                    • Online shopping for the home will double in the next five years
                      • Growth in household numbers and strong housing market drive demand
                        • Figure 4: Number of households in Great Britain, by tenure, 2013-16
                      • Robust housing market
                        • 76% of households have a garden
                          • Consumers are confident
                            • Companies and brands
                              • Stimulating interest with pop-ups
                                • Apps to visualise products in your own home
                                  • Developing new store formats
                                    • B&Q closes fitting services, while others bolster their offer
                                      • Fashion retailers adding homewares
                                        • Development of low-cost housing
                                          • Amazon adds a click to order handyman service
                                            • Smart home developments
                                              • IKEA has introduced a very low-priced kitchen
                                                • The consumer
                                                  • 41% did some decorating last year
                                                    • Figure 5: Consumer spending on the home, November 2018
                                                  • Optimistic outlook for spending on the home
                                                    • Figure 6: Intentions to spend on the home, November 2018
                                                  • Enjoying the place where they live
                                                    • Figure 7: Reasons for spending on the home, November 2018
                                                  • Visiting stores is top for providing inspiration
                                                    • Figure 8: Looking for inspiration for the home, November 2018
                                                  • People look for quality and range
                                                    • Figure 9: Factors influencing choice of retailer for the home, November 2018
                                                  • Home is a place for leisure
                                                    • Figure 10: Attitudes regarding the home, November 2018
                                                  • Four main target groups for spending on the home
                                                    • Figure 11: Customer typologies, the home, November 2018
                                                  • What we think
                                                  • Issues and Insights

                                                    • Is there a boost to spending on the home because of smart connected products?
                                                      • The facts
                                                        • The implications
                                                          • What impact is the rise in private renting having on demand for products for the home?
                                                            • The facts
                                                              • The implications
                                                                • Will there be an ‘improve not move’ trend if economic uncertainty influences consumer confidence?
                                                                  • The facts
                                                                    • The implications
                                                                    • The Market – What You Need to Know

                                                                      • Consumer spending on the home will continue to grow
                                                                        • Strong housing market has helped growth
                                                                          • Diverse market with large spread of segments
                                                                            • Furniture spending fuelled by styling and better functionality
                                                                              • The garden as a ‘room’
                                                                                • Furniture and homewares specialists capture 41% of spending
                                                                                  • Online shopping accounts for an 18.5% market share
                                                                                    • Growth in household numbers and strong housing market drive demand
                                                                                      • Robust housing market
                                                                                        • 76% of households have a garden
                                                                                          • Consumers are confident
                                                                                          • Market Size and Forecast

                                                                                            • Robust market growth continued in 2018
                                                                                              • Interest-free credit will encourage consumers to spend
                                                                                                • Figure 12: Consumer spending on the home, 2013-23
                                                                                                • Figure 13: Consumer spending on the home, 2013-23
                                                                                              • Forecast methodology
                                                                                              • Market Segmentation

                                                                                                • 46% of spend is on furniture and floorcoverings
                                                                                                  • Figure 14: Consumer spending on the home, by segment, 2018
                                                                                                • Appliances have seen the highest levels of growth
                                                                                                    • Figure 15: Consumer spending on the home, by segment, 2013-18
                                                                                                • Channels to Market

                                                                                                  • Furniture and homewares retailers capture 41% of spending
                                                                                                    • Figure 16: Channels to market, goods for the home, 2018
                                                                                                  • Online selling is growing fast
                                                                                                  • Market Drivers

                                                                                                    • 0.9 million more households by 2023
                                                                                                      • Figure 17: UK households, 2013-23
                                                                                                    • Gradual decrease in average household size
                                                                                                      • Figure 18: Average household occupancy, UK, 2012-22
                                                                                                    • Encouraging first-time buyers
                                                                                                      • Patterns of home ownership are changing
                                                                                                        • Owner-occupiers account for 63% of households
                                                                                                          • Figure 19: Number of households in Great Britain, by tenure, 2013-16
                                                                                                        • 31% of 25-34s are in privately rented property
                                                                                                          • Figure 20: Household tenure, by age, 2018
                                                                                                        • 23% of private renters moved in the last year
                                                                                                          • Figure 21: Length of time in current home, by tenure, November 2018
                                                                                                        • Owner-occupiers feel better off
                                                                                                          • Figure 22: Household financial situation, by tenure, November 2018
                                                                                                        • The housing market has plateaued
                                                                                                          • Figure 23: Property transactions with value £40,000 or above, UK, 2013-18
                                                                                                        • Easy to find second-hand items
                                                                                                          • Potential for rental market for household goods
                                                                                                            • Surplus space at home creates opportunities for a wider range of interiors and usage
                                                                                                              • Figure 24: Usable floor area, by tenure, England, 2015
                                                                                                            • 76% of homes have a garden
                                                                                                              • Figure 25: Presence of gardens, balconies and allotments, April 2018
                                                                                                            • Consumer confidence fairly steady despite concerns about the economy
                                                                                                              • Figure 26: How consumers describe their financial situation, October 2015-2018
                                                                                                            • Credit card debt continues to rise
                                                                                                              • Figure 27: Monthly amounts outstanding of monetary financial institutions' Sterling net credit card lending to individuals, seasonally adjusted, January 2014-September 2018
                                                                                                            • Interest in the smart home is growing
                                                                                                              • Figure 28: Ownership of smart/connected devices, April 2018
                                                                                                            • Households show enthusiasm for smart home devices
                                                                                                              • Figure 29: Interest in buying smart/connected devices, non-owners, April 2018
                                                                                                              • Figure 30: Functions that consumers interested in voice-controlled speakers are most likely to use, any interest, April 2018
                                                                                                          • Companies and Brands – What You Need to Know

                                                                                                            • Stimulating interest with pop-ups
                                                                                                              • Apps to visualise products in your own home
                                                                                                                • Developing new store formats
                                                                                                                  • B&Q closes fitting services, while others bolster their offer
                                                                                                                    • Fashion retailers adding homewares
                                                                                                                      • Development of low-cost housing
                                                                                                                        • Amazon adds a click to order handyman service
                                                                                                                          • Smart home developments
                                                                                                                            • IKEA has introduced a very low-priced kitchen
                                                                                                                            • Competitive Strategies

                                                                                                                              • New ways to engage with shoppers for the home
                                                                                                                                • Visualising a purchase in your own home
                                                                                                                                  • Figure 31: IKEA Place app, 2018
                                                                                                                                • Developing new store formats…
                                                                                                                                  • …Argos and Habitat moving into Sainsbury’s…
                                                                                                                                    • …IKEA’s new planning studios…
                                                                                                                                      • Figure 32: IKEA, Tottenham Court Road planning studio, 2018
                                                                                                                                    • …DFS has a small store trial
                                                                                                                                      • Engaging with real shoppers
                                                                                                                                        • Figure 33: DFS, example of sofa in a real home, 2018
                                                                                                                                        • Figure 34: IKEA, products in real homes, 2018
                                                                                                                                      • Promotional strategies
                                                                                                                                        • The endless aisle
                                                                                                                                          • Fashion retailers adding homewares
                                                                                                                                            • The value customer
                                                                                                                                              • End-to-end services
                                                                                                                                                • Looking after the planet
                                                                                                                                                • Launch Activity and Innovation

                                                                                                                                                  • Modular housing that can grow
                                                                                                                                                    • Low-cost modular housing
                                                                                                                                                      • Figure 35: L&G prefabricated 1-bed flat, Richmond, 2018
                                                                                                                                                      • Figure 36: L&G 2-bedroomed modular home, 2018
                                                                                                                                                    • Amazon adds a click to order handyman service
                                                                                                                                                      • Smart home developments
                                                                                                                                                        • IKEA has introduced a very low-priced kitchen
                                                                                                                                                          • Figure 37: IKEA, kitchenette, 2018
                                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                                        • High level of engagement with spending on the home
                                                                                                                                                          • Moving house stimulates spending on the home
                                                                                                                                                            • Plenty of plans to keep on spending
                                                                                                                                                              • Personality and enjoyment shape spending patterns
                                                                                                                                                                • Wide variety of sources of inspiration
                                                                                                                                                                  • People want quality and choice
                                                                                                                                                                    • A place to feel proud of
                                                                                                                                                                    • Consumer Spending on the Home

                                                                                                                                                                      • 41% decorated their home last year
                                                                                                                                                                        • Targeting social tenants
                                                                                                                                                                          • Even private renters decorate their homes
                                                                                                                                                                            • How the time after a move affects spending
                                                                                                                                                                              • Figure 38: Consumer spending on the home, November 2018
                                                                                                                                                                          • Intentions to Spend on the Home

                                                                                                                                                                            • Slightly more spending expected in 2019
                                                                                                                                                                              • Figure 39: Intentions to spend on the home, October 2017 and November 2018
                                                                                                                                                                            • Optimistic outlook for spending on the home
                                                                                                                                                                              • Figure 40: Intentions to spend on the home, November 2018
                                                                                                                                                                          • Reasons for Spending on the Home

                                                                                                                                                                            • Different feelings for men and women
                                                                                                                                                                              • How attitudes of private renters differ from owner-occupiers’
                                                                                                                                                                                • Making it feel like their own
                                                                                                                                                                                  • Figure 41: Reasons for spending on the home, November 2018
                                                                                                                                                                              • Looking for Inspiration for the Home

                                                                                                                                                                                • Visiting stores is top for providing inspiration
                                                                                                                                                                                  • Retailers’ own websites more used than Pinterest
                                                                                                                                                                                    • Shoppers seek assurance
                                                                                                                                                                                      • Visualising items in your own home
                                                                                                                                                                                        • Figure 42: Looking for inspiration for the home, November 2018
                                                                                                                                                                                    • Factors Influencing Choice of Retailer

                                                                                                                                                                                      • People look for quality and range
                                                                                                                                                                                        • Figure 43: Factors influencing choice of retailer for the home, November 2018
                                                                                                                                                                                    • Attitudes Regarding the Home

                                                                                                                                                                                      • Home is a place for leisure
                                                                                                                                                                                        • Figure 44: Attitudes regarding the home, November 2018
                                                                                                                                                                                    • Target Customers for Shopping for the Home

                                                                                                                                                                                      • Four main types of consumer
                                                                                                                                                                                        • Figure 45: Customer typologies, the home, November 2018
                                                                                                                                                                                      • Characteristics of each target group
                                                                                                                                                                                        • Social – Young, sociable adults in private rented property
                                                                                                                                                                                          • Private – older, less well off and uninterested in their homes
                                                                                                                                                                                            • Proud – over-35s, love their homes and enjoy TV time together
                                                                                                                                                                                              • Creative – young families, making, growing and decorating
                                                                                                                                                                                                  • Figure 46: Reasons for spending on the home, by target group, November 2018
                                                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                      • Forecast methodology