Home Retail Series: UK Homewares – Home Decor and Accessories, 2019-2024

The UK: Homewares – Home Decor and Accessories, 2019-2024 report offers comprehensive insight and analysis of the home decor and accessories market (including forecasts up to 2024), the major players, the main trends, and consumer attitudes.

It provides in-depth analysis of the following: the hot issues impacting the market, market sizes and forecasts, retailer profiles, retailer market shares and consumer data. The report focuses on the following sub-categories: pictures & frames, clocks, decorative accessories, vases & bowls, candle holders & lanterns, candles & fragrances and mirrors. Consumer data is based on our 2019 UK home décor and accessories survey, using a panel of 2,000 nationally representative consumers.

The home decor market is set to bounce back in 2019 with total growth of 2.0%, up from last year’s growth of just 0.4%. Home decor is providing consumers with an easy and affordable way to improve their homes, the latter of which being of upmost importance due to economic cautiousness and younger demographics with the highest penetration typically earning less per annum than their older counterparts.

Scope

– Home decor is less vulnerable than bigger ticket categories such as furniture in period of uncertainty

– IKEA shows resilience against the rise of discounters

– More than 1 in 3 shoppers will purchase a candle in 2019

– Home decor and accessories shoppers are willing to sacrifice quality to save money

Reasons to buy

– Discover what will drive growth in the home decor and accessories market out to 2024, to help form an effective growth strategy and target investment to high performance categories.

– Identify the factors driving growth through the general merchandise channel, and understand what this will mean for other players in the market.

– Gain a deeper understanding of what is important to home decor and accessories shoppers, allowing you to better target investment to these areas.

– Understand how penetration in the home decor and accessories market differs by demographic, allowing you to better target ranges.

Companies mentioned

IKEA

Dunelm

The Range

B&M

Next

ASDA

Wilko

TK Maxx

Tesco

Home Bargains

Table of Contents

Table of Contents

KEY TRENDS

Key trends in home décor and accessories:

The home décor market is set to bounce back in 2019

IKEA shows resilience against the rise of discounters

More than 1 in 3 shoppers will purchase a candle in 2019

Consumers willing to sacrifice quality to save money

Positive correlation between age and penetration

Home décor less vulnerable in period of uncertainty

The rise of fast fashion attitudes to homewares

THE MARKET

Overall sector size and growth

Sector size and growth: pictures & frames

Sector size and growth: clocks

Sector size and growth: decorative accessories

Sector size and growth: vases & bowls

Sector size and growth: candle holders & lanterns

Sector size and growth: candles & fragrances

Sector size and growth: mirrors

Online dynamics

Channels of distribution

THE RETAILERS

Market shares

Retailer profiles

IKEA

Dunelm

The Range

B&M

Next

ASDA

Wilko

TK Maxx

Tesco

Home Bargains

THE CONSUMER

Penetration and profiles

Net agreement statements

Research process

Purchase motivation

Popular trends

Purchase frequency

Factors of importance

Average spend

Retailer usage

Considered to used conversion rates

Drivers of retailer choice

Things retailers should improve on

Channel usage

Opinions on online purchasing

Online purchasing satisfaction

Views prior to purchase

Views on shopping for candles and home fragrances

METHODOLOGY

Market sizing

List of Tables

List of Tables

Category growth and size by sub-category, 2019-21e

Channels of distribution, 2019e and 2024e

Penetration by product, 2019

Purchase motivations, 2019

Purchase motivations by sub-category, 2019

Average spend by subcategory, 2019

Average spend by product, 2019

Retailer usage by subcategory, 2019

Considered, visited and used and conversion rates, 2019

Retailer usage by demographic, 2019

Drivers of retailer choice by retailer, 2019

Things retailers should improve on by retailer, 2019

List of Figures

List of Figures

Market size – total market, 2018-24e

Market growth – total market, 2018-24e

Market volume growth – total market, 2018-24e

Market inflation growth – total market, 2018-24e

Market size – pictures & frames, 2018-24e

Market growth – pictures & frames, 2018-24e

Market size – clocks, 2018-24e

Market growth – clocks, 2018-24e

Market size – decorative accessories, 2018-24e

Market growth – decorative accessories, 2018-24e

Market size – vases & bowls, 2018-24e

Market growth – vases & bowls, 2018-24e

Market size – candle holders & lanterns, 2018-24e

Market growth – candle holders & lanterns, 2018-24e

Market size – candles & fragrances, 2018-24e

Market growth – candles & fragrances, 2018-24e

Market size – mirrors, 2018-24e

Market growth – mirrors, 2018-24e

Category growth and size by sub-category, 2019-21e

Online market size and penetration, 2018-24e

Online and offline market growth, 2018-24e

Channels of distribution, 2019e and 2024e

Top 10 home decor and accessories retailers, 2019

Change in share among top ten home decor and accessories retailers on 2018

Home decor and accessories market share for IKEA, 2017-19e

Retailer demographics for IKEA, 2019

Customer share for IKEA, 2019

Home decor and accessories market share for Dunelm, 2017-19e

Retailer demographics for Dunelm, 2019

Customer share for Dunelm, 2019

Home decor and accessories market share for The Range, 2017-19e

Retailer demographics for The Range, 2019

Customer share for The Range, 2019

Home decor and accessories market share for B&M, 2017-19e

Retailer demographics for B&M, 2019

Customer share for B&M, 2019

Home decor and accessories market share for Next, 2017-19e

Retailer demographics for Next, 2019

Customer share for Next, 2019

Home decor and accessories market share for ASDA, 2017-19e

Retailer demographics for ASDA, 2019

Customer share for ASDA, 2019

Home decor and accessories market share for Wilko, 2017-19e

Retailer demographics for Wilko, 2019

Customer share for Wilko, 2019

Home decor and accessories market share for TK Maxx, 2017-19e

Retailer demographics for TK Maxx, 2019

Customer share for TK Maxx, 2019

Home decor and accessories market share for Tesco, 2017-19e

Retailer demographics for Tesco, 2019

Customer share for Tesco, 2019

Home decor and accessories market share for Home Bargains, 2017-19e

Retailer demographics for Home Bargains, 2019

Customer share for Home Bargains, 2019

Overall penetration for Home decor and accessories, 2019

Profile by demographic for Home decor and accessories, 2019

Penetration by region for Home decor and accessories, 2019

Overall penetration for pictures & frames, 2019

Profile by demographic for pictures & frames, 2019

Penetration by region for pictures & frames, 2019

Overall penetration for clocks, 2019

Profile by demographic for clocks, 2019

Penetration by region for clocks, 2019

Overall penetration for Decorative accessories, 2019

Profile by demographic for Decorative accessories, 2019

Penetration by region for Decorative accessories, 2019

Overall penetration for vases & bowls, 2019

Profile by demographic for vases & bowls, 2019

Penetration by region for vases & bowls, 2019

Overall penetration for candle holders & lanterns, 2019

Profile by demographic for candle holders & lanterns, 2019

Penetration by region for candle holders & lanterns, 2019

Overall penetration for candles & fragrances, 2019

Profile by demographic for candles & fragrances, 2019

Penetration by region for candles & fragrances, 2019

Overall penetration for mirrors, 2019

Profile by demographic for mirrors, 2019

Penetration by region for mirrors, 2019

Opinions on Home decor and accessories, 2019

Research process, 2019

Popular home decor trends, 2019

Frequency of purchase, 2019

Interaction with staff, 2019

Factors of importance for Home decor and accessories, 2019

Retailer usage for overall Home decor and accessories, 2019

Drivers of retailer choice for Home decor and accessories, 2019

Things retailers should improve on for Home decor and accessories, 2019

Channel usage when researching for overall Home decor and accessories, 2019

Store type used for browsing and research for overall Home decor and accessories, 2019

Device used for online browsing and research for overall Home decor and accessories, 2019

Channel usage when purchasing overall Home decor and accessories, 2019

Store type used for purchasing overall Home decor and accessories, 2019

Device used for purchasing overall Home decor and accessories, 2019

Online fulfillment for overall Home decor and accessories, 2019

Net agreement statements for online purchasing, 2019

Satisfaction with various components of online fulfillment for overall Home decor and accessories, 2019

Views prior to purchase, 2019

Popular candle and home fragrance scents, 2019

Shopper willingness to purchase different fragrances for different rooms, 2019

Importance of candle burn time, 2019

    Pricing

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