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Accessorising the Home - UK - January 2017

Published By :

Mintel

Published Date : Jan 2017

Category :

Housewares

No. of Pages : N/A

Choice of home accessories can be a way of expressing emotions, building fond memories into a home and adding personality to a room. Shoppers will look for their perfect accessory – just right – explaining why so many seek something a little out of the ordinary. But price matters too – the majority do not want to splash the cash, instead seeking out the look they desire at a low price. This is a buoyant market and grew by an estimated 36.4% over 2011-16 driven by style and fashion, as well as by practicality. We expect demand to remain buoyant as design literate consumers aspire to inject more personality into their homes. During 2016-21 the market is expected to grow by 13.9% to reach £10,099 million.

Table of Content

Overview

What you need to know
Products covered in this Report

Executive Summary

The market
Buoyant market stimulated by stylish affordable items
Figure 1: Consumer spend on accessorising the home, 2011-21
Curtains and blinds account for 49% of market spend
Figure 2: Consumer spending on accessorising the home, by segment, 2016 (est)
Leading retailers in a fragmented market place
Figure 3: Distribution of home accessories, 2016 (est)
Online selling increases to 21% by value
Rise of 3 percentage points among those who feel their finances are healthy
Figure 4: Consumer financial confidence, September 2015-16
1.3 million more households create underlying market growth
Companies, brands and innovation
Dunelm adds established brands
Smart home developments and remote control will grow for curtains and lighting
Product innovation is relevant in home accessories
In-store concessions on the rise
IKEA launches small format shops
The consumer
Household textiles are purchased most frequently
Figure 5: Purchases of home accessories, October 2016
Wide range of shopping patterns for home accessories
Figure 6: In-store and online shopping for home accessories, October 2016
55% bought online
Figure 7: Retailers used for home accessories, October 2016
Choice, quality and convenience are key factors
Something out of the ordinary
Figure 8: Factors influencing choice of retailer for home accessories, October 2016
Bed and bath linens driven by high quality, but low prices
Figure 9: Important qualities when choosing home accessories, bed/bath linens, October 2016
Styling influences customers of curtains and blinds
Figure 10: Important qualities when choosing home accessories, curtains/blinds, October 2016
Fashionable styling for cushions and throws
Figure 11: Important qualities when choosing home accessories, cushions/throws, October 2016
Unique touches with lighting
Figure 12: Important qualities when choosing home accessories, lighting, October 2016
Uniqueness and low prices matter for decorative accessories
Figure 13: Important qualities when choosing home accessories, decorative accessories, October 2016
Personality, ambience and sentimental touches influence choices
Figure 14: Attitudes regarding home accessories, October 2016
What we think

Issues and Insights

How does private renting influence demand for home accessories?
The facts
The implications
What can retailers do to be chosen for home accessories?
The facts
The implications
What is the future for online shopping in the home accessories market?
The facts
The implications

The Market – What You Need to Know

Buoyant market stimulated by stylish affordable items
Curtains and blinds account for 49% of market spend
Broadening distribution of bed and bath textiles
Candles boom while table linens fade
Leading retailers in a fragmented marketplace
Online selling increases to 21% by value
Healthy finances are a positive indicator for sales of home accessories.
1.3 million more households create underlying market growth

Market Size and Forecast

13.9% growth forecast by 2021
Figure 15: Consumer spending on home accessories, 2011-21
9% growth forecast at constant prices over 2016-21
Figure 16: Consumer spending on home accessories, 2011-21
Forecast methodology
The impact of the EU referendum vote

Market Segmentation

Diverse market with many elements
Figure 17: Consumer spending on accessorising the home, by segment, 2012-16 (est)
Curtains and blinds see downward price pressures
Figure 18: Consumer spending on accessorising the home, curtains and blinds, 2011-21(est)
Bed and bath linens highly competitive
Cushions remain popular
Table linens lose relevance
Figure 19: Consumer spending on accessorising the home, bed, bath and other household textiles, 2011-21(est)
Adding a personal touch
Explosion of demand for candles, holders and fragrance
Figure 20: Consumer spending on accessorising the home, decorative accessories, 2011-21(est)
Lighting lifted by buoyant housing market
Figure 21: Consumer spending on accessorising the home, lighting, 2011-21(est)

Channels to Market

Broad distribution of home accessories
Online selling increases to 21% by value
Figure 22: Distribution of home accessories, 2016 (est)

Market Drivers

Air of caution about spending on the home
Figure 23: Trends in activities done and considering to do, spend money on the home, June 2012 – December 2016
Financial confidence is up in 2016
Figure 24: Consumer financial confidence, December 2015-16
77 million bedrooms in the UK
Figure 25: Number of bedrooms in homes, by tenure, England and Wales, 2015
Buoyant housing market stimulates spending on home accessories
Figure 26: Housing transactions, UK, March-September, 2015-16
Steady growth in household numbers underpins market growth
Figure 27: UK households, by size, 2011-21
One in three aged 25-34 rents from a private landlord
Figure 28: Housing tenure, UK, 2012-16
Shifting age structure in the UK
Figure 29: Trends in the age structure of the UK population, 2011-21

Companies and Brands –What You Need to Know

Own branding becomes more sophisticated
Dunelm adds established brands
Smart home developments and remote control will grow for curtains and lighting
Product innovation is relevant in home accessories
In-store concessions on the rise
IKEA launches small format shops
3D Design developments

Companies and Brands

IKEA is widely used for home accessories
Argos is a leading retailer
Figure 30: Argos, example of bedroom ‘look’, 2016
Department stores
Figure 31: Leading Department Stores: Estimated share of sales by broad product category, 2015/16
Value stores – ones to watch
Growth of the ‘home’ concept store
All change in the DIY sector
B&Q on a mission to reinvigorate the business
Bunnings transforming Homebase with a hardware focus
Clothing retailers selling home accessories
Figure 32: H&M Home, example of home accessories, 2016
Miscellaneous specialists
Online retailers a major force
Shop Direct offers a variety of links to home accessories
Hillarys Blinds expands into carpets
The return of BHS as an online business

Competitive Strategies

Branding becomes more sophisticated
John Lewis is developing own brands
Debenhams’ brand strategy is based around exclusive designer tie-ups
Argos Heart of House brand is now two years old
Dunelm buys in established brands

Launch Activity and Innovation

Smart home developments are moving into the mainstream
Figure 33: John Lewis, smart home department, 2016
Smart lighting will be in stores at IKEA in 2017
Honeycomb blinds with insulating properties help lower the heating bills
Figure 34: Hunter Douglas, Honeycomb blinds with insulating properties, 2016
Pillows with memory foam target health and comfort
Figure 35: Tempur Ergonomic memory foam pillow, 2016
Sainsbury’s begins the rollout of mini Habitat shop-in-shops
Figure 36: Mini Habitat in Sainsbury’s supermarket, 2016
H&M Home opens concessions
Figure 37: H&M, Home accessories in Selfridges, 2015
IKEA launches small format shops building multi-channel growth
Figure 38: IKEA Order and Collection Point, 2016
Hillarys opens a retail showroom
3D Design developments

Advertising and Marketing Activity

£16 million of ad spend in 2015
Figure 39: Total above-the line, online display and direct mail advertising expenditure on housewares, 2011-2015 and Jan-Sep 2016
IKEA is the largest advertiser
Figure 40: Total above-the line, online display and direct mail advertising expenditure on housewares, by Advertiser. 2011-15 and Jan-Sep 2016
Press is the dominant medium
Figure 41: Total above-the line, online display and direct mail advertising expenditure on housewares, by medium, 2015
Nielsen Ad Intel coverage

The Consumer – What You Need to Know

73% of respondents bought in the last year
81% of shoppers bought something in-store
Wide range of retailers used for home accessories
Choice, quality and convenience at low prices
Older consumers are focussed on quality, while fashion influences younger shoppers for textiles
Unique touches with lighting and decorative items
Importance of the female shopper
Low-cost transformations
Popularity of candles

Purchases of Home Accessories

More than seven in ten have made a purchase
Older bias for bed and bath textiles
Young audience for decorative accessories
Figure 42: Purchases of home accessories, October 2016
Opportunity for selling more items
Figure 43: Purchases of home accessories, repertoire, October 2016

In-store and Online Shopping for Home Accessories

Wide range of shopping patterns for home accessories
Online shopping for home delivery remains the most popular choice
Figure 44: In-store and online shopping for home accessories, October 2016
Evolution of shopping habits
Figure 45: In-store and online shopping for home accessories, repertoire, October 2016

Retailers Used for Home Accessories

Argos popular for London and male shoppers
45-64s favour supermarkets
DIY stores are a destination for male shoppers
Dunelm is strongest outside London
IKEA popular in the capital
John Lewis shoppers are young and well-off
Least wealthy shoppers go to variety shops and value stores
Figure 46: Retailers used for home accessories, October 2016
Little loyalty when shopping for accessories
Figure 47: Retailers used for home accessories, October 2016

Factors Influencing Choice of Retailer for Home Accessories

Choice, quality and convenience
Low prices please
High proportion shopping online
Something out of the ordinary
Figure 48: Factors influencing choice of retailer for home accessories, October 2016
Complex choices for home accessories
Figure 49: Factors influencing choice of retailer for home accessories, repertoire, October 2016

Important Qualities When Choosing Home Accessories

Choice of bed and bath linens driven by high quality, but low prices
Target younger shoppers with fashion and style
Private renters make their money count
Opportunity to encourage more purchases
Figure 50: Important qualities when choosing home accessories, bed/bath linens, October 2016
Styling influences customers of curtains and blinds
Figure 51: Important qualities when choosing home accessories, curtains/blinds, October 2016
Fashionable styling for cushions and throws
Figure 52: Important qualities when choosing home accessories, cushions/throws, October 2016
Unique touches with lighting
Figure 53: Important qualities when choosing home accessories, lighting, October 2016
Uniqueness and low prices matter for decorative accessories
Figure 54: Important qualities when choosing home accessories, decorative accessories, October 2016

Attitudes Regarding Home Accessories

Personality and sentimental touches
Strong associations with sentimental themes
Low-cost transformations
Clear out the old stuff
Popularity of candles
Figure 55: Attitudes regarding home accessories, October 2016

Appendix – Data Sources, Abbreviations and Supporting Information

Abbreviations
Consumer research methodology

Appendix – Market Size and Forecast

Forecast Methodology

List of Table

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