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BEDS AND BEDROOM FURNITURE - UK - SEPTEMBER 2018

Published By :

Mintel

Published Date : Sep 2018

Category :

Retail

No. of Pages : N/A

A focus on the importance of sleep for emotional wellbeing has given a boost to those brands positioning themselves as sellers of sleep although some of the smaller specialists have disappeared in a rapidly changing marketplace. The emergence and rapid growth of boxed-mattress brands has shaken up the sector; but they face significant challenges as they seek to become profitable and sustainable businesses.

Table of contents
OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Market growth slows in 2017
Figure 1: Consumer spending on beds and bedroom furniture, 2013-23
Beds and mattress market stronger than bedroom furniture
Furniture specialists account for 65% of sales
Figure 2: Channels to market for beds and bedroom furniture, 2017
Extra 139,000 households helps grow the market
Number of housing transactions lower in 2017, but still historically high
Companies and brands
Bensons for Beds the largest specialist
Dreams is catching up
Figure 3: Beds, mattresses and bedroom furniture specialists, UK turnover, 2017
IKEA is the leading non-specialist
Oak Furniture Land the non-specialist that gives greatest focus to the bedroom
Silentnight the leading manufacturer
Boxed mattress brands sign-up retailers to get closer to consumers
Adspend jumps by a third
The consumer
52% bought beds or bedroom furniture in the last three years
Figure 4: What they bought in the last three years, July 2018
54% spend less than £500 on bedroom furniture
Figure 5: What they spent on bedroom furniture (excluding beds and mattresses), July 2018
IKEA the most popular for bedroom furniture
Figure 6: Where they shopped for bedroom furniture (excluding beds and mattresses), July 2018
Balancing price, quality and style
Figure 7: Important factors in deciding where to shop for bedroom furniture (excluding beds and mattresses), July 2018
People spend what they can on beds and mattresses
Figure 8: What they spent on beds and mattresses in the last 3 years, July 2018
Amazon and Argos share top spot for most-popular beds and mattress retailer
Figure 9: Where they shop for beds and mattresses, July 2018
Comfort is more important than price
Figure 10: Important factors in deciding which beds and mattress to buy, July 2018
More than half visit stores for advice
Figure 11: How they shopped for beds, mattresses or bedroom furniture in the last 3 years, July 2018
Consumers recognise the importance of the right mattress
Figure 12: Attitudes towards beds and bedroom furniture, July 2018
What we think
ISSUES AND INSIGHTS
What next for the boxed mattress brands?
The facts
The implications
What does the furniture showroom of the future look like?
The facts
The implications
Goodbye bed specialists, hello ‘sleep brands’
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Market growth slows in 2017
Beds and mattress market stronger than bedroom furniture
Furniture specialists account for 65% of sales
Extra 139,000 households helps grow the market
Fall in housing transactions in 2017, but remains historically high
MARKET SIZE AND FORECAST
Growth slows in 2017
Figure 13: Consumer spending on beds and bedroom furniture, 2013-23
Figure 14: Consumer spending on beds and bedroom furniture, in current and constant prices, 2013-23
Forecast methodology
MARKET SEGMENTATION
Beds and mattress market boosted by disruptors
Figure 15: Consumer spending on beds and mattresses, 2013-23
Figure 16: Consumer spending on beds and mattresses, in current and constant prices, 2013-23
Spending on bedroom furniture weakens
Figure 17: Consumer spending on bedroom furniture, 2013-23
Figure 18: Consumer spending on bedroom furniture, in current and constant prices, 2013-23
CHANNELS TO MARKET
Specialists account for a little over half of all sales
Lack of presence from some of retail’s non-specialist giants
The DIY channel hit by difficulties at Homebase
Figure 19: Channels to market for beds and bedroom furniture, 2017
MARKET DRIVERS
Growth in household numbers
Figure 20: Number of UK households, by household size, 2012-22
State of consumers’ finances improves
Figure 21: Consumers’ confidence in the state of the finances and their finances compared to the previous year, August 2016-July 2018
Shift to renting is changing how we shop
Figure 22: Trends in housing tenure, 2003-2016/17
Slowdown in housing transactions
Figure 23: Residential housing transactions in the UK over £40,000, 2008-17
Figure 24: Monthly year-on-year percentage change in residential housing transactions over £40,000, non-seasonally adjusted, July 2017-June 2018
Campaigns raise awareness of the impact of a lack of sleep
Figure 25: Average amount of hours slept each day, August 2017
A focus on health highlights the importance of sleep
Figure 26: Attitudes towards sleep, August 2017
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Bensons for Beds the largest specialist
Dreams is catching up
IKEA is the leading non-specialist
Oak Furniture Land the non-specialist that gives greatest focus to the bedroom
Silentnight the leading manufacturer
Boxed mattress brands sign-up retailers to get closer to consumers
Advertising spend jumps by a third
SPECIALIST RETAILERS
Bensons for Beds still on top
But Dreams is catching up
Boxed mattress brands take the market by storm
A changing market leads to casualties
Figure 27: Beds, mattresses and bedroom furniture specialists, total turnover (excluding VAT), 2013-17
Figure 28: Beds, mattresses and bedroom furniture specialists, operating profit, 2013-17
Figure 29: Beds, mattresses and bedroom furniture specialists, operating margin, 2013-17
Figure 30: Beds, mattresses and bedroom furniture specialists, number of outlets, 2013-17
NON-SPECIALIST RETAILERS
IKEA the leading non-specialist
J Sainsbury Group in second place
Sofa retailers turn to beds to fill space
Figure 31: Non-specialists selling beds and bedroom furniture, 2017
SPACE ALLOCATION SUMMARY
Oak Furniture Land gives the largest proportion of space to beds
IKEA dedicates more space to bedrooms than other rooms
Figure 32: Furniture retailers – Detailed space allocation estimates, July 2018
SUPPLIERS AND MANUFACTURERS
Silentnight continues to experience strong growth
Steinhoff Companies face uncertainty
Figure 33: Leading manufacturers of beds and bedroom furniture, total turnover, 2013-17
Figure 34: Leading manufacturers of beds and bedroom furniture, operating profit, 2013-17
Figure 35: Leading manufacturers of beds and bedroom furniture, operating margin, 2013-17
LAUNCH ACTIVITY AND INNOVATION
Boxed mattress brands turn to established retailers
Sealy highlights the use of bacteria to live life to the full
Silentnight rolls out eco-friendly range
Silentnight opens showrooms
Sofology launches Sleepology
Figure 36: Sleepology from Sofology, August 2018
Amazon pushes Eve mattresses on Prime Day
Figure 37: Amazon Prime day and Eve, July 2018
Argos introduces ‘100-night Comfort Promise’ on mattresses
Simba launches adjustable bed frame
La-Z-Boy launches beds and mattress range
Coop launches new website to sell beds
ADVERTISING AND MARKETING ACTIVITY
Adspend jumps by a third
Figure 38: Total above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, 2013-17
Dreams grows adspend for fourth consecutive year
IKEA chooses to focus on sleep in 2017
Boxed-mattress brands battle to build brand recognition
Figure 39: Total above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, by advertiser, 2013-17
TV cements its dominance as press spend declines
Figure 40: Above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, by media type, 2013-17
New boxed mattress brands increase adspend in 2018
Figure 41: Above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture in the year to July, by advertiser, January 2018-July 2018
Campaign highlights
Dreams focus on the importance of sleep and UK manufacturing
Bensons for Beds focused on price, IFC and British manufacturing
Sharps launches ‘Beautifully Organised’ campaign
IKEA reworks ‘Wonderful Everyday’ tagline to focus on sleep
Eve Sleep encourages people to join the ‘sleep rich’
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
52% bought beds or bedroom furniture in the last three years
54% spend less than £500 on bedroom furniture
IKEA is most popular for bedroom furniture
Balancing price, quality and style
More than half spend £101-£500
Amazon and Argos most popular for beds and mattresses
Comfort is more important than price
51% visit stores for advice
Consumers recognise the importance of the right mattress
WHAT THEY BOUGHT
Half have bought beds or bedroom furniture in the last three years
Figure 42: What they bought in the last three years (netted), July 2018
Buying peaks 1-2 years after moving
Figure 43: What they bought in the last three years (netted), by time since moving in, July 2018
Memory foam mattresses are most popular
Figure 44: Type of mattress purchased in the last three years, July 2018
Drawers and bedside tables are most purchased
Figure 45: Type of bedroom furniture purchased in the last three years, July 2018
44% of bed buyers opt for a basic frame
Figure 46: Type of bed purchased in the last three years, July 2018
Young people more likely to make multiple purchases
Figure 47: Repertoire analysis of beds or bedroom furniture purchased in the last three years, July 2018
WHAT THEY SPENT ON BEDROOM FURNITURE
54% spend less than £500
Figure 48: What they spent on bedroom furniture (excluding beds and mattresses), July 2018
Buyers over the age of 55 like to spend big
Figure 49: What they spent on bedroom furniture (excluding beds and mattresses), by age, July 2018
40% of fitted wardrobe buyers spent over £1000
Figure 50: What they spent on bedroom furniture, by what they bought, July 2018
WHERE THEY SHOP FOR BEDROOM FURNITURE
Non-specialists are the most popular places to shop
Figure 51: Where they shopped for bedroom furniture (excluding beds and mattresses), July 2018
But the biggest spenders head for the specialists
Figure 52: What they spent on bedroom furniture, by where they shopped for bedroom furniture, July 2018
CHOOSING BEDROOM FURNITURE TO BUY
Balancing price, quality and style
Figure 53: Important factors in deciding where to shop for bedroom furniture (excluding beds and mattresses), July 2018
Young people value a good returns period over showrooms
While the availability of credit is important for filling a new home
Figure 54: Important factors in deciding where to shop for bedroom furniture, by customer profile, July 2018
Product quality becomes most important for higher spenders
Figure 55: Most important factor in deciding where to shop for bedroom furniture, by what they spend on bedroom furniture in the last three years, July 2018
SPENDING ON BEDS AND MATTRESSES
More than half spend £101-500
Figure 56: What they spent on beds and mattresses in the last 3 years, July 2018
People spend what they can on beds and mattresses
Figure 57: What they spent on beds and mattresses in the last 3 years, by SEG, July 2018
WHERE THEY SHOP FOR BEDS AND MATTRESSES
Amazon ties with Argos for the top spot
Boxed mattress brands make a mark
Local independents make up a fragmented sector
Figure 58: Where they shop for beds and mattresses, July 2018
High spenders go to specialists
Figure 59: What they spent on beds and mattresses by where they shopped for beds or mattresses in the past three years, July 2018
CHOOSING BEDS AND MATTRESSES
Comfort is more important than price
Figure 60: Important factors in deciding which beds and mattress to buy, July 2018
Comfort even more important to those spending over £500
Figure 61: Most important factor in deciding which bed or mattress to buy, by what they spent in in the last three years, July 2018
Younger buyers more likely to seek out advice
Figure 62: Important factors in deciding which beds and mattress to buy, by customer profile, July 2018
HOW THEY SHOP
More than half visited a store for advice
But half are happy to buy without seeing the product first
Figure 63: How they shopped for beds, mattresses or bedroom furniture in the last 3 years, July 2018
Reason for visiting stores differs by age
Figure 64: Reasons for visiting a store, by age, July 2018
Millennials are most likely to get someone in
Figure 65: Furniture buyers who paid someone to construct/install bedroom furniture in the past three years, by generation, July 2018
ATTITUDES TOWARDS BEDS AND BEDROOM FURNITURE
Consumers recognise the importance of the right mattress
Figure 66: Attitudes towards beds and bedroom furniture, July 2018
Young people think bedrooms are for more than just sleeping
Figure 67: Agreement with the statement: “A bedroom should have multiple uses”, by age group, July 2018
Older shoppers could be a target for home-trial periods
Figure 68: Attitudes towards beds and bedroom furniture, by age group, July 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology

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