Abstract
This report examines the lacklustre state of the living room furniture market and how the changing fortunes of the UK housing market and cheap imports have influenced sales trends.
Also explored is how lifestyle trends are blurring categorisation: Living & Working, LivingDining, Living Space and Lounge & Library are just some of the labels manufacturers are attaching to their latest collections of ' living room' furniture.
Key themes:
- With a housing market slowdown and the consumer credit crunch what can the market do to encourage more purchases at times other than when setting up or moving home?
- Cheap imports are creating havoc in the market, with goods from South East Asia putting UK manufacturers at a disadvantage. Are there any ways they can fight back?
- How are the trends towards smaller properties, home working and less structured eating arrangements creating a more flexible approach to a household' s main living space?
- Is there an element of the market that is technology-driven, with growing penetration of flat-screen TVs, PCs and other technology in the home?
- How environmental concerns are assuming a greater importance in furniture manufacture and influencing product development.
Table of Contents
- Issues in the Market
- Key themes
- Definitions
- Abbreviations
- Market in Brief
- Market decline
- Growth inhibitors
- Positive developments
- Future trends
- Internal Market Environment
- Key points
- Ownership and spend declines
- Figure 1: Living room furniture ownership and purchase, 2003-07
- Polarisation in spend
- Figure 2: Living room furniture spend over the past 12 months, 2003-07
- Has interest in extending living space peaked?
- Figure 3: Home conversions, 2003-07
- Let me entertain you
- Figure 4: Lifestyle statements towards homes, 2003-07
- Changing rooms
- Future of furniture retailing
- Cheap imports impact on market
- UK and European manufacturers fight back
- The Internet embraces interior décor
- Broader Market Environment
- Key points
- Housing market slows
- Figure 5: House prices, transactions and average number of years between moves, 2002, 2007 and 2012
- Opportunities for living room furniture
- An ageing population -- will pay for comfort
- Figure 6: UK population, by age, 2002-12
- Budget products appeal to the young
- AB socio-economic status growing
- Figure 7: Adult population trends, by socio-economic group, 2002-12
- ABs -- strong views on living room furniture
- C1s -- a more flexible approach
- Smaller households on the rise
- Figure 8: Number of UK households, by number of persons in household, 2002-12
- Demand for more flexible living space
- Eco living
- Competitive Context
- Key points
- Furniture -- not exciting enough
- Figure 9: Expenditure priorities, 2006-08
- Mixed fortunes for furniture
- Figure 10: UK RETAIL SALES VALUE OF FURNITURE, BY TYPE, 2003, 2005 AND 2007
- Future outlook
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Value and Forecast
- Key points
- Uncomfortable position for living room furniture
- Figure 11: Forecast of UK retail sales of living room furniture by value, at current and constant prices, 2007-12
- Factors used in the forecast
- The future living room -- a flexible space
- Segment Performance
- Key points
- Sofas -- not such a soft option
- Figure 12: UK retail sales of living room furniture, by type and value, 2005 and 2007
- Recliners rise to the challenge
- Leather losing its sheen
- Figure 13: UK retail sales of upholstered living room furniture, by type and value, 2005 and 2007
- Reappraising ready-assembled furniture
- Figure 14: UK retail sales of cabinet and occasional furniture, by method of assembly and value, 2005 and 2007
- Flatpack -- a flatter future?
- Market Share
- Key points
- Relatively poor brand recognition
- Vertical integration aids growth
- Companies and Products
- Sofa Brands International
- DFS
- Ekornes Ltd
- The Innovators of Comfort Ercol Furniture Ltd
- IKEA
- MFI Retail Ltd
- New Heights (with the Sofa Workshop)
- Sofa Workshop
- Vale Bridgecraft
- JDP Furniture Group
- Thankyou for choosing JDP Wade Furniture (with Multiyork Furniture Ltd)
- Master Furniture Makers La-Z-Boy Incorporated
- SofaSofa
- Others
- Brand Communication and Promotion
- Key points
- Investing more, achieving less
- Figure 15: Main media advertising expenditure on living/dining room furniture*, 2003-07
- DFS -- hey big spender
- Figure 16: Main media advertising expenditure on living/dining room furniture, by top 8 manufacturers and manufacturer/retailers, 2003-07
- Power of the press
- Figure 17: Main media advertising expenditure on living/dining room furniture, by media type, 2007
- UK manufacturers fighting back
- Channels to Market
- Key points
- Changing pattern of distribution
- Figure 18: UK retail sales of living room furniture, by outlet type, 2005 and 2007
- Specialists under threat
- Established non-specialists -- mixed fortunes
- Grocery multiples muscling in
- New distribution channels doing well
- Homebase -- a lone star
- The Consumer -- Reasons for Buying
- Key points
- Main reasons for buying
- Figure 19: Main reasons for buying upholstered living room furniture, October 2007
- Wear and tear
- Figure 20: Wear and tear and moving house/setting up home as reasons for buying, by age, October 2007
- Changing rooms, not address
- Changing family structure -- new look, new sofa
- Figure 21: Wanting a new look/style and redecoration as reasons for buying, by Mintel' s Special Groups, October 2007
- Attracting first-time buyers
- Appendix -- Reasons for Buying
- Figure 28: Main reasons for buying upholstered living room furniture, by demographic sub-group, October 2007
