UK Home Security market report
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Home security 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 and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Some questions answered in this report include:
- What is the market size of Home Security products and how significant are its segments?
- How relevant is the ‘Smart Home’ in the market for security products and services?
- Does it matter to people that their retailers are trained and qualified?
- What matters more – to feel secure or to be secure?
Definition
For the purposes of this report, home security includes what consumers spend on hardware in the following categories:
- Fire and gas safety alarms
- Fire safety equipment eg extinguishers, fire blankets, emergency escape ladders, fire bells
- Intruder alarms
- Closed Circuit Television (CCTV)
- Door and window security eg locks, bolts, window locks, catches, chains
- Safes and cash boxes, key cabinets
- Security lighting
- Door entry systems, access control systems
Excluded
This report does not include home security products that builders install into new builds or refurbished buildings. And we also exclude products that landlords have already installed into properties. This report also excludes door entry systems in blocks of flats, unless such a system has been bought and installed by the occupier.
Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.
Value figures throughout this report are at retail selling prices unless otherwise stated. Market sizes at 2013 prices are calculated using Mintel’s Household Goods deflator.
Segmentation
- Locks and other hardware
- Smoke and carbon monoxide detectors
- Intruder alarms
Company profiles
- Assa Abloy
- United Technologies Corporation
- Dyno Locks and Alarms
- Honeywell Security
- Sprue Aegis
- Master Lock
- ADT Home Security
- SmartWater
- Selectamark
- Electronics Line
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.
People are far more likely to think they live in an area with a low risk of break-ins than an area of high risk. This creates a sense of false security or even complacency about home security. We see that people’s ownership of home security products is much higher after they have experienced a security incident such as a break-in or a fire, indicating that when awareness rises people will take action to make improvements. So marketing needs to highlight the consequences of bad things happening, before showing the way to a safer, more secure future.
Jane Westgarth
Senior Retail Analyst
What you get
What's included
- Consumer Attitudes and Behaviour
- Market data
- Competitive analysis
- Risks and Opportunities
- What’s Next
- Market Trends
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
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Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
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Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
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Data
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

* This is a sample representation of the report layout and does not reflect the research included in this report.
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Table of contents
Introduction
- Definition
- Abbreviations
Executive Summary
- The market
- Figure 1: Consumer spend on home security hardware, 2008-18
- Figure 2: Consumer spend on home security hardware, by segment, 2013 (est)
- Market factors
- Figure 3: Domestic burglaries, England and Wales, 1981-2013
- Figure 4: Number of accidental domestic fires attended by fire service, Great Britain, 2001-12
- The changing demographics of the UK
- Companies, brands and innovation
- Retail distribution
- Figure 5: Distribution of home security products, by value, 2013 (est)
- The consumer
- Figure 6: Incidents in the last five years, March 2014
- Figure 7: Home safety products installed or replaced since moving into present home, March 2014
- Figure 8: Risk of burglary in the area, March 2014
- Ways people prevent break-ins
- Figure 9: Ways of preventing burglary or break-ins, March 2014
- Attitudes towards home safety
- Figure 10: Attitudes towards home safety, March 2014
- Preferred retailers for home security products
- Figure 11: Preferred retailers for security products, March 2014
- Figure 12: Factors influencing choice of retailer for home security products, March 2014
- What we think
Issues and Insights
- How relevant is the ‘Smart Home’ in the market for security products and services?
- The facts
- The implications
- Does it matter to people that their retailers are trained and qualified?
- The facts
- The implications
- What matters more – to feel secure or to be secure?
- The facts
- The implications
Trend Application
- Trend: Help Me Help Myself
- Trend: Retired for Hire
- Trend: Life Hacking
Internal Market Environment
- Key points
- Falling numbers of domestic burglaries
- Figure 13: Domestic burglaries, England and Wales, 1981-2013
- Looking for burglary hotspots
- Beware of the dog
- Figure 14: Dog ownership, by age and socio-economic group, July 2013
- Figure 15: Dog ownership, by size of household, July 2013
- Secured by Design
- Neighbourhood Watch (www.ourwatch.org.uk)
- Rainy weather dampens fires
- Figure 16: Number of accidental domestic fires attended by fire service, Great Britain, 2001-12
- Smoke alarm legislation
- Smoke alarm ownership
- Figure 17: Percentage of homes with smoke alarms, Great Britain, 2001-08
- Smoke alarms detect fires earlier and reduce death rates
- Smoke alarm failures
- Carbon monoxide alarms
- Key points
Broader Market Environment
- Key points
- A million more households
- The housing market returns to growth
- Figure 18: UK residential housing transactions, 2009-15
- Seven in 10 now own a smartphone
- Figure 19: Personal ownership of mobile phones, January 2012-December 2013
- Summary of key economic and demographic trends
- Key points
Competitive Context
- Key points
- Figure 20: Index of consumer spending on goods and services for the home, 2008-13
- Figure 21: Consumer spending on goods and services for the home, 2008 and 2013
- Key points
Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Strengths
Who’s Innovating?
- Key points
- Google enters home security via the takeover of Nest
- Mintel Inspire Trend: Cam Cam
- A smarter home: ADT Pulse
- Mintel inspire trend: Access All Areas
- Environmentally safe: Alarm.com
- Mintel inspire trend: Eco and Ego
- The rise of the ‘smart lock’
- Love Master Lock: a unique combination
- Symbiotic alarms
- Key points
Market Size and Forecast
- Key points
- Figure 22: Consumer spend on home security hardware, 2008-18
- Flat market conditions
- Figure 23: Consumer spend on home security hardware, 2008-13
- Figure 24: Consumer spend on home security hardware, by segment, 2013 (est)
- Market segmentation
- Figure 25: Estimated consumer spend on home security hardware, by segment, 2008-13
- Intruder alarms and external lighting
- Smoke and carbon monoxide detectors
- Locks and other hardware
- Key points
Companies and Products
- Assa Abloy
- Figure 26: Assa Abloy EMEA (Europe, Middle East and Africa), financial results, 2009-12
- United Technologies Corporation
- Figure 27: UTC Climate, Controls & Security, 2008-12
- Dyno Locks and Alarms
- Honeywell Security
- Figure 28: Honeywell Automation and Control Solutions (ACS) five-year overview, 2009-13
- Sprue Aegis
- Figure 29: Sprue Aegis five-year summary, 2008-12
- Master Lock
- ADT Home Security
- SmartWater
- Figure 30: SmartWater financial results, 2012 and 2013
- Selectamark
- Electronics Line
- Assa Abloy
Channels of Distribution
- Key points
- Figure 31: Distribution of home security products, by value, 2013 (est)
- Figure 32: Preferred retailers for home security products, March 2014
- Security specialists
- Big chains dominate DIY retailing
- Figure 33: Market share of DIY retailing, by value, 2013 (est)
- Three big chains dominate DIY
- Mixed-goods retailers are gaining ground
- Non-specialists in DIY
- Key points
Brand Communication and Promotion
- Key points
- Main media advertising flat for three years
- Figure 34: Main media advertising, home security, 2010-13
- ADT dominates advertising spend
- Figure 35: Main media advertising, home security, 2013
- ADT increases advertising support
- Figure 36: Main media advertising, home security, ADT Fire & Security, 2010-13
- Figure 37: Main media advertising, home security, government agencies, 2010-13
- Key points
The Consumer – Security Incidents in the Last Five Years
- Key points
- Security incidents in the last five years
- Figure 38: Incidents in the last five years, March 2014
- 12% of respondents have had security incidents
- 16-34s and full-time workers most vulnerable
- One in five Londoners have had break-ins
- Targeting the wealthy
- Key points
The Consumer – Security Products Installed by Householders
- Key points
- Safety products installed by households
- Figure 39: Home safety products installed or replaced since moving into present home, March 2014
- Figure 40: Home security products installed or replaced since moving into present home, March 2014
- Older homeowners are the most security-conscious
- Figure 41: Home security products installed or replaced since moving into present home, by age, March 2014
- Highest uptake among people with healthy finances
- Low uptake among renters
- Break-ins stimulate action
- Figure 42: Security products installed by householders, by security incidents in the last five years, March 2014
- Key points
The Consumer – Preventing Break-ins
- Key points
- Attitudes towards risk
- Figure 43: Risk of burglary in the area, March 2014
- Figure 44: Risk of burglary in the area, by age and area, March 2014
- Ways people prevent break-ins
- Figure 45: Ways of preventing burglary or break-ins, March 2014
- Keys out of sight
- Home insurance
- Visible alarms deter burglars
- Alarms are ignored
- Alarms for night-time
- Change the locks
- Beware of the dog
- Working with the neighbours
- Scope to grow property marking
- Key points
The Consumer – Attitudes towards Home Safety
- Key points
- Attitudes towards home safety
- Figure 46: Attitudes towards safety alarms/safety products, March 2014
- People test alarms regularly
- Pent-up demand for alarms
- Lack of engagement with fire equipment
- Safety habits
- Moving makes people more security-conscious
- Key points
The Consumer – Preferred Retailers for Home Security Products
- Key points
- Preferred retailers for home security products
- Figure 47: Preferred retailers for security products, March 2014
- Key points
The Consumer – Factors Influencing Choice of Retailer for Home Security Products
- Key points
- Factors influencing choice of retailer for home security products
- Figure 48: Factors influencing choice of retailer for home security products, March 2014
- How DIY shoppers and shoppers at specialists compare
- Figure 49: Factors influencing choice of retailer for home security products, DIY shops/security specialists, March 2014
- CHAID analysis
- Methodology
- Installation services are key for security specialists
- Figure 50: Home Security – CHAID – Tree output, March 2014
- Figure 51: Home security – CHAID – Summary table, March 2014
- How do people research what to buy?
- Key points
Appendix – Market Environment
- Figure 52: Number of accidental domestic fires attended by fire service, England, 2000-13
- Figure 53: GDP, PDI, consumer expenditure and savings, at current prices, 2008-18
- Figure 54: Trends in the age structure of the UK population, 2008-18
- Socio-economic groups
- Figure 55: Forecast adult population trends, by socio-economic group, 2008-18
- Lifestage
- Figure 56: Forecast adult population trends, by lifestage, 2008-18
- Household size
- Figure 57: UK households, by size, 2008-18
Appendix – The Consumer – Security Incidents in the Last Five Years
- Figure 58: Security incidents in the last five years, by demographics, March 2014
Appendix – The Consumer – Security Products Installed by Householders
- Figure 59: Security products installed by householders – Safety products, by demographics, March 2014
- Figure 60: Most popular security products installed by householders – Security products/systems, by demographics, March 2014
- Figure 61: Next most popular security products installed by householders – Security products/systems, by demographics, March 2014
Appendix – The Consumer – Preventing Break-ins
- Figure 62: Most popular preventing break-ins, by demographics, March 2014
- Figure 63: Next most popular preventing break-ins, by demographics, March 2014
- Figure 64: Other preventing break-ins, by demographics, March 2014
Appendix – The Consumer – Attitudes about Home Safety
- Figure 65: Most popular home safety, by demographics, March 2014
- Figure 66: Next most popular home safety, by demographics, March 2014
Appendix – The Consumer – Preferred Retailers for Home Security Products
- Figure 67: Preferred retailers for home security products, by demographics, March 2014
Appendix – The Consumer – Factors Influencing Choice of Retailer for Home Security Products
- Figure 68: Most popular factors influencing choice of retailer for home security products, by demographics, March 2014
- Figure 69: Next most popular factors influencing choice of retailer for home security products, by demographics, March 2014
- Figure 70: Other factors influencing choice of retailer for home security products, by demographics, March 2014