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Homewares in the UK | Verdict Sector Report

Homewares in the UK | Verdict Sector Report


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Executive Summary

UK homewares expenditure is set for a period of sustained growth, driven by the accelerated recovery of the economy and the housing market. In this report we take a look at how this growth is distributed by channel and sub sector, together with analysis of the implications of these forecasts for retailers.

Key Findings

Use our market share and channels of distribution to find out which retailers and channels pose the biggest threat

Identify the market growth drivers and inhibitors and implement our strategies to improve sales and maximize opportunities in the homewares sector

Synopsis

Value for money will remain important. Price remains the key driver of loyalty in the market meaning retailers must continue to provide value ranges. However the economic recovery will support the addition of more premium products

Homewares specialists regained the position of largest channel in 2014. This was driven by specialists such as Dunelm, The Range and The White Company. However, the success of homewares specialists will not eclipse the channels previous highest share of 20.1% achieved back in 2004 during this period.

Grocers are forecast to achieve a 2.4 percentage point increase in channel share between 2010 and 2015e as they continue to increase the range of homewares they offer. They have successfully taken advantage of the increased demand for homewares products by increasing space and improving product quality.

Reasons To Buy

What is the homewares market size and how will it develop over the next five years? What is driving and inhibiting consumer spend?

Which channels have performed the best, and which channels have seen their share of the market decline?

How will the specialists perform against the grocers and general merchandisers in the next five years? How will the department stores compete?

1 Outlook

1.1 Overview

1.2 Main Conclusions

2 Recommendations

2.1 Overview

2.2 Retailer Strategies

2.2.1 Communicate value for money

2.2.2 Drive spend by tailoring strategies to targeted demographic groups and regional variations

2.2.3 Maximise spend per head by targeting shoppers room preferences by age group

2.2.4 Retailer recommendations

2.2.5 Maximise online opportunities

2.2.6 Drive impulse purchases via fashion and seasonal ranges

3 Market Size

3.1 Overview

3.2 Definition

3.3 Expenditure

3.3.1 Market drivers and inhibitors

3.3.2 Expenditure reaches new peak level in 2015

3.3.3 Housing market boom in 2013 and 2014 supports expenditure growth recovery

3.3.4 Expenditure fuelled by leading players

3.3.5 Discounters drive homewares volume growth

3.4 Sub-Sector Expenditure

3.4.1 Textiles has the steepest decline, but recovers quicker than hardware

3.4.2 Household hardware and lighting

3.4.3 Textiles and soft furnishings

3.4.4 Sub-sector breakdown

3.5 Age Segmentation

3.6 Spend per Head

3.6.1 Homewares

3.6.2 Textiles and soft furnishings

3.6.3 Household hardware and lighting

3.7 Online Expenditure

4 Market Forecast

4.1 Overview

4.2 Definitions

4.3 Summary

4.3.1 Key findings

4.3.2 Strategies for success

4.4 Homewares Expenditure Forecasts

4.4.1 Key findings

4.4.2 Volume growth drives expenditure increase

4.5 Homewares Subsector Performance

4.5.1 Spend on more expensive items increases toward latter half of five year period to 2020

4.5.2 Household hardware and lighting

4.5.3 Non-electric kitchen utensils

4.5.4 Glassware, crockery, cutlery and silverware

4.5.5 Lighting

4.5.6 Miscellaneous household items

4.5.7 Textiles and soft furnishings

4.5.8 Bedding

4.5.9 Bed linen

4.5.10 Furnishing fabrics and curtains

4.5.11 Bathroom and table linen

4.5.12 Other household textiles

4.6 Age Segmentation

4.7 Spend per Head

4.7.1 Homewares

4.7.2 Homewares spend per head by age

4.7.3 Textiles and soft furnishings

4.7.4 Household hardware and lighting

4.8 Online Expenditure

4.8.1 Online spend grows by 47.5% to 2020

4.9 Homewares Quarterly Expenditure Forecasts

4.9.1 2015

4.9.2 2016/17

4.9.3 Homewares

4.9.4 Textiles and soft furnishings

4.9.5 Household hardware and lighting

5 Channel Shares

5.1 Overview

5.2 Channels of Distribution

5.3 Online and Offline Homewares Expenditure

6 Market Shares

6.1 Overview

6.2 Dunelm and John Lewis Grow Market Share

6.3 Key Operating Statistics

7 Sector Trends

7.1 Overview

7.2 Online Opportunities must be Maximised

7.2.1 Online offers significant opportunities

7.2.2 Retailers can engage more effectively with potential customers via social media

7.3 Homewares Room Preferences

7.3.1 Bedroom

7.3.2 Living room

7.3.3 Kitchen

7.4 Homewares Shopper Profile and Spending Habits

7.4.1 Homewares profile

7.4.2 Shopping habits

7.4.3 Spending habits

7.4.4 Gifting

7.4.5 Impulse versus planned purchases

8 Methodology

8.1 Methodology: Outlook

8.1.1 Market size

8.1.2 Market shares

8.1.3 Sales density calculation

8.2 Methodology: Market Size

8.2.1 Market size

8.2.2 Market shares

8.3 Methodology: Market Forecast

8.4 Methodology: Channel Shares

8.5 Methodology: Market Shares

8.5.1 Market size

8.5.2 Market shares

8.5.3 Sales density calculation

8.6 Methodology: Sector Trends

8.6.1 Market size

8.6.2 Market shares

9 Appendix

9.1 Appendix: Market Size

9.2 Appendix: Market Forecast

9.2.1 Definitions

9.3 About Verdict Retail

9.4 Disclaimer

Figure 1: Homewares market drivers and inhibitors, 2010-15

Figure 2: Homewares expenditure (GBPm) and year-on-year change (%), 2005-15e

Figure 3: Homewares expenditure growth versus other home sectors (%), 2004-15e

Figure 4: Sources of growth in homewares (%), 2005-15e

Figure 5: Clothing specialist New Looks new homewares range being discussed on Twitter, August 2015

Figure 6: House transactions in the UK (000s), 2010-15e

Figure 7: England and Wales house price change by region (%), April 2015 versus April 2014

Figure 8: Homewares expenditure year-on-year change versus expenditure excluding John Lewis, Dunelm and IKEA (%), 2010-15e

Figure 9: Areas Dunelm and John Lewis have invested in to drive UK homewares spend, 2015

Figure 10: Homewares expenditure at the discounters and year-on-year growth (%), 2010-15e

Figure 11: Aldis new vintage inspired homewares range, 2015

Figure 12: Homewares sub-sector growth (%), 2005-15e

Figure 13: Homewares sub-sector shares (%), 2005, 2010 and 2015e

Figure 14: Household hardware and lighting expenditure (GBPm) and year-on-year change (%), 2005-15e

Figure 15: Textiles and soft furnishings expenditure (GBPm) and year-on-year change (%), 2005-15e

Figure 16: Household hardware and lighting category breakdown (%), 2010 and 2015e

Figure 17: Textiles and soft furnishings category breakdown (%), 2010 and 2015e

Figure 18: Homewares expenditure broken down by age group (GBPm), 2015e

Figure 19: Homewares spend per head (GBP), 2010-15e

Figure 20: Homewares spend per head by age group (GBP), 2015e

Figure 21: Textiles and soft furnishings spend per head (GBP), 2010-15e

Figure 22: Household hardware and lighting spend per head (GBP), 2010-15e

Figure 23: Online homewares market (GBPm) and year-on-year change (%), 2010-15e

Figure 24: Online homewares expenditure as a proportion of the total homewares market (%), 2010 and 2015e

Figure 25: Homewares expenditure as a proportion of total retail (%), 2015e and 2020e

Figure 26: Homewares expenditure (GBPm), 2015e and 2020e

Figure 27: Homewares expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 28: Homewares expenditure drivers of growth (%), 2010-20e

Figure 29: Change in homewares expenditure (%), 2015e-20e

Figure 30: Homewares subsector growth (%), 2015e-20e

Figure 31: Homewares subsector shares (%), 2015e and 2020e

Figure 32: Change in household hardware and lighting expenditure by category (%), 2015e-20e

Figure 33: Household hardware and lighting expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 34: Household hardware and lighting sources of growth (%), 2010-20e

Figure 35: Non-electric kitchen utensils expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 36: Non-electric kitchen utensils expenditure growth (%), 2015e-20e

Figure 37: Glassware, crockery, cutlery and silverware expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 38: Glassware, crockery, cutlery and silverware expenditure growth (%), 2015e-20e

Figure 39: Lighting expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 40: Lighting expenditure growth (%), 2015e-20e

Figure 41: Miscellaneous household items expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 42: Miscellaneoushouseholditemsexpendituregrowth(%),2015e-20e

Figure 43: Change in textiles and soft furnishings expenditure by category (%), 2015e-20e

Figure 44: Textiles and soft furnishings expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 45: Textiles and soft furnishings sources of growth (%), 2010-20e

Figure 46: Bedding expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 47: Bedding expenditure growth (%), 2015e-20e

Figure 48: Bed linen expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 49: Bed linen expenditure growth (%), 2015e-20e

Figure 50: Furnishing fabrics and curtains expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 51: Furnishing fabrics and curtains expenditure growth (%), 2015e-20e

Figure 52: Bathroom and table linen expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 53: Bathroom and table linen expenditure growth (%), 2015e-20e

Figure 54: Other household textiles expenditure (GBPm) and year-on-year growth (%), 2010-20e

Figure 55: Other household textiles expenditure growth (%), 2015e-20e

Figure 56: Homewares expenditure broken down by age group (GBPm), 2015e

Figure 57: Homewares spend per head (GBP), 2015e-20e

Figure 58: Homewares spend per head by age group (GBP), 2015e

Figure 59: Textiles and soft furnishings spend per head (GBP), 2015e-20e

Figure 60: Household hardware and lighting spend per head (GBP), 2015e-20e

Figure 61: Online homewares market (GBPm) and year-on-year change (%), 2015e-20e

Figure 62: Online homewares expenditure as a proportion of the total homewares market (%), 2015e and 2020e

Figure 63: Homewares sources of growth (%), quarterly, Q1 2013 to Q4 2017e

Figure 64: Homewares versus total retail year-on-year growth (%), quarterly, Q1 2013 to Q4 2017e

Figure 65: Textiles and soft furnishings sources of growth (%), quarterly, Q1 2013 to Q4 2017e

Figure 66: Textiles and soft furnishings versus homewares year-on-year growth (%), quarterly, Q1 2013 to Q4 2017e

Figure 67: Household hardware and lighting sources of growth (%), quarterly, Q1 2013 to Q4 2017e

Figure 68: Household hardware and lighting versus homewares year-on-year growth (%), quarterly, Q1 2013 to Q4 2017e

Figure 69: UK homewares channel shares (%), 2014, 2015e and 2020e

Figure 70: UK homewares channel expenditure growth (%), 2020e on 2015e

Figure 71: UK homewares change in channel share (percentage point), 2015e-20e

Figure 72: UK homewares online and offline channel shares (%), 2014, 2015e and 2020e

Figure 73: UK homewares online and offline channel expenditure growth (%), 2020e on 2015e

Figure 74: Market shares for the top five UK homewares retailers (%), 2010-15e

Figure 75: UK homewares top 10 market shares (%), 2010 and 2015e

Figure 76: UK homewares market share change (percentage point), 2010-15e

Figure 77: UK homewares top 10 UK space growth versus sales growth (%), 2015

Figure 78: IKEA catalogue app, 2015

Figure 79: Made.com Soho showroom, London, 2015

Figure 80: Achica on Pinterest, 2015

Figure 81: Made x Unboxed campaign, August 20

Figure 82: Laura Ashley encouraging consumer engagement on its website, 2015

Figure 83: Cox & Cox online platform, October 2015

Figure 84: How shoppers describe the style of their bedroom, top three, by age (%), 2015

Figure 85: How shoppers describe their favourite style of bedroom, top three, by age (%), 2015

Figure 86: How shoppers describe the style of their living room, top three, by age (%), 2015

Figure 87: How shoppers describe their favourite style of living room, top three, by age (%), 2015

Figure 88: How shoppers describe the style of their kitchen, top three, by age (%), 2015

Figure 89: How shoppers describe their favourite style of kitchen, top three, by age (%), 2015

Figure 90: Profile of homewares shoppers by gender, age and socioeconomic group (%), 2015

Figure 91: Homewares shoppers who agree with the following statements (%), 2015

Figure 92: Homewares shoppers who agree with the following statements regarding shopping experience (%), 2015

Figure 93: Room set display at John Lewis Oxford Street store, 2015

Figure 94: Dedicated touch and feel areas in John Lewis Oxford Street store, 2015

Figure 95: Homewares shoppers who agree with the following statements regarding fashion and design in homewares (%), 2015

Figure 96: Percentage of shoppers who agree with the following statements regarding spending habits (%) 2015

Figure 97: Percentage of shoppers who agree with the following statements regarding spending habits split by age (%), 2015

Figure 98: Primark promoting its homewares collaboration on Twitter, 2015

Figure 99: Percentage of shoppers who said that they buy homewares products as gifts, split by frequency of purchase (%), 2015

Figure 100: Percentage of online shoppers who bought the following products as wedding gifts in the last 12 months (%), August 2015

Figure 101: How shoppers prefer to purchase homewares - impulse versus planned - split by gender (%), 2015

Figure 102: How shoppers prefer to purchase homewares - impulse versus planned - split by age (%), 2015

Table 1: Homewares market definition, 2015

Table 2: Homewares expenditure sources of growth, 2005-15e

Table 3: Household hardware and lighting expenditure, 2005-15e

Table 4: Textiles and soft furnishings expenditure, 2005-15e

Table 5: Homewares category trends (GBPm), 2010, 2014 and 2015e

Table 6: Homewares products definitions, 2015

Table 7: 10 Homewares expenditure, inflation, volume and value, 2015e-20e

Table 8: Household hardware and lighting expenditure, inflation, volume, value and share of sector, 2015e-20e

Table 9: Non-electric kitchen utensils expenditure, value and share of sector, 2015e-20e

Table 10: Glassware, crockery, cutlery and silverware expenditure, value and share of sector, 2015e-20e

Table 11: Lighting expenditure, value and share of sector, 2015e-20e

Table 12: Miscellaneous household items expenditure, value and share of sector, 2015e-20e

Table 13: Textiles and soft furnishings expenditure, inflation, volume and value and share of sector, 2015e-20e

Table 14: Bedding expenditure, value and share of sector, 2015e-20e

Table 15: Bed linen expenditure, value and share of sector, 2015e-20e

Table 16: Furnishing fabrics and curtains expenditure, value and share of sector, 2015e-20e

Table 17: Bathroom and table linen expenditure, value and share of sector, 2015e-20e

Table 18: Other household textiles expenditure, value and share of sector, 2015e-20e

Table 19: Homewares expenditure (GBPm) and growth (%), quarterly, Q1 2013 to Q4 2017e

Table 20: Textiles and soft furnishings expenditure (GBPm) and growth (%), quarterly Q1 2013 to Q4 2017e

Table 21: Household hardware and lighting expenditure (GBPm) and growth (%), quarterly, Q1 2013 to Q4 2017e

Table 22: UK homewares channels of distribution expenditure (GBPm) and share (%), 2014, 2015e and 2020e

Table 23: Top 10 UK homewares market shares (%), 2010-15e

Table 24: UK homewares top 10 key operating statistics, 2015

Table 25: UK homewares top 10 store portfolios, 2015

Table 26: Top 10 retailers shoppers considered using for bedroom purchases, by age (%), 2015

Table 27: Top 10 retailers shoppers considered using for bedroom purchases, by age (%), 2015

Table 28: Top 10 retailers shoppers considered using for living room purchases, by age (%), 2015

Table 29: Top 10 retailers shoppers considered using for living room purchases, by age (%), 2015

Table 30: Top 10 retailers shoppers considered using for kitchen purchases, by age (%), 2015

Table 31: Top 10 retailers shoppers considered using for kitchen purchases, by age (%), 2015

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