英国における家庭用リネン類の市場

Abstract

This report assesses the household linens market since the last Mintel report was published in January 2006. Over the last two years market growth has all but ground to a halt. Supermarkets and fashion retailers have tempted consumers with products so cheap, they' re too good to miss out on. Other retailers have been forced to rely on widespread promotional discounts, effectively devaluing the market. But it' s not all bad news. Although consumers are paying less, they are tending to buy more frequently and those that can afford to can indulge themselves with luxurious and environmentally sustainable products.

For the purposes of this report, the term ‘household linen’ covers the following:

Bedding products:

• Filled products - duvets, pillows, mattress toppers (regardless of filling)
• Mattress covers
• Duvet covers (including sets comprising duvet covers and pillowcases)
• Sheets, valances, pillowcases
• Blankets, bedspreads, ‘comforters’, throws, bed runners
• Bolsters, neckrolls, cushions positioned for bed accessorising

Bathroom textiles:

• Towels (including beach towels)
• Bathmats

Other household linen:

• Tablecloths, napkins, place mats (individually and in sets)
• Tea towels and kitchen towels.

Table of Contents

Issues in the Market

• Key themes
• Definitions

Market in Brief

• Grinding to a halt
• All segments sluggish
• Prices tumble
• There' s no place like home
• Am I bothered?
• Looking forward

Internal Market Environment

• Key points
• Cheap and cheerful
• Home sweet home
  • Figure 1: Attitudes towards the home, 2002-07
• Bathrooms galore
  • Figure 2: Number of bathrooms in the home, 2002-07
• Death of the dining table?
• The dishwasher dynasty
  • Figure 3: Ownership of dishwashers, 2001-07
• Consumers find their consciences

Broader Market Environment

• Key points
• Mortgaged to the hilt
  • Figure 4: Average house price and number of house transactions, UK, 2002-12
• A greying population
  • Figure 5: Trends and projections in UK population (‘000s), by age group, 2002-12
• The single life
  • Figure 6: Changes in UK household sizes, 2002-12
• Gift lists go upmarket
• Potential for premiumisation
  • Figure 7: PDI and consumer expenditure, at constant 2002 prices, 2002-12

Competitive Context

• Key points
• A blinding time…
  • Figure 8: Market size and forecast of the window furnishings & accessories market, by value, 2001-11
• Lighting the way
  • Figure 9: Market size of the luminaires (lights, lamps or light fittings) market, by value, 2001-06
• Accessorize your bathroom
  • Figure 10: Market size of the bathroom accessories market, by value, 2002-07
• Living it up in the living room
  • Figure 11: Retail sales of furniture, by value, 2002-06

Strengths and Weaknesses in the Market

• Strengths
• Weaknesses

Market Size and Forecast

• Key points
• Sales stagnate
  • Figure 12: UK value sales of household linens, 2002-12
• Bedroom bliss
  • Figure 13: UK value sales of household linens, by type, 2005 and 2007
• The future of the market
  • Figure 14: UK value sales of segments within household linens, at current and constant prices, 2002-12
• Factors used in the forecast

Segment Performance

• Key points
• More bedding, for less
  • Figure 15: UK value sales of bedding products, 2002-07
• Duvets descend
  • Figure 16: UK value sales of bedding products, by type, 2005 and 2007
• Sinking bathroom sales
  • Figure 17: UK value sales of bathroom textiles, 2002-07
• Bargain bales
  • Figure 18: UK value sales of bathroom textiles, by type, 2005 and 2007
• Dining goes casual
  • Figure 19: UK value sales of other linen, 2002-07
• Tea towels dominate
  • Figure 20: UK value sales of other linen, by type, 2005 and 2007

Market Share

• Key points
• A retailers market
  • Figure 21: Manufacturers' shares of bedding products market, 2005-07
• Opting for own brand duvets and pillows
  • Figure 22: Manufacturers' shares of market for duvets and pillows, 2005-07
• Bathroom manufacturers lose out
  • Figure 23: Manufacturers' shares of bathroom textiles/other linen market, 2005-07

Companies and Products

• Key points
• Bedding products
• Dorma Group
• Faupel
• Bedeck
• John Cotton
• Fogarty
• Other suppliers
• Bathroom textiles
• Christy
• Chortex
• Other suppliers
• Other linen
• Ferguson' s
• Ewart Liddell

Brand Communication and Promotion

• Key points
• Avoiding the limelight
  • Figure 24: Main monitored media advertising spend on household linen products, 2003-07
• Retailers fight it out
  • Figure 25: Main monitored media expenditure on household linen, by leading advertiser, 2003-07
• A passion for press
  • Figure 26: Main monitored media advertising spend on household linen, by media, 2003-07
• Below-the-line activity

Channels to Market

• Key points
• Two pints of milk and a duvet cover
  • Figure 27: Retail distribution of household linens, 2005-07
• A mixed variety bag
• Location, location, location
• Sending consumers to sleep

Consumer Purchase

• Key points
• Items purchased
  • Figure 28: Items of household linen bought in the last 12 months, October 2007
• Following the fashion
• It' s a woman' s world
  • Figure 29: Items of household linen bought in the last 12 months, by gender, October 2007
• A family thing
  • Figure 30: Items of household linen bought in the last 12 months, by lifestage, October 2007
• Number of product categories purchased
  • Figure 31: Number of household linens categories bought from in the last 12 months, October 2007
• One category
• Four or more product categories

Why Purchase?

• Key points
• Feathering the empty nest
  • Figure 32: Reasons for purchasing household linen in the last 12 months, October 2007
  • Figure 33: Reasons for buying household linens - Previous items needed replacing, by age and socio-economic group, October 2007
• Changing rooms
  • Figure 34: Reasons for buying household linens - A new look, a different colour scheme and completely redecorating, by age and socio-economic group, October 2007
• Acting on impulse
  • Figure 35: Reasons for buying household linens - Saw items I liked and bought on impulse, by age and socio-economic group, October 2007
• The price is right

Appendix

• Advertising data
• Abbreviations
• Consumer purchase - Detailed demographics
  • Figure 40: Items of household linen bought in the last 12 months, by demographic sub-group, October 2007
  • Figure 41: Items of household linen bought in the last 12 months, by demographic sub-group, October 2007
• Number of product categories purchased
  • Figure 42: Items of household linen bought in the last 12 months, by number of product categories purchased, October 2007
  • Figure 43: Number of household linens categories bought from in the last 12 months, by demographic sub-group, October 2007
• Consumer - Why purchase? - Detailed demographics
  • Figure 44: Reasons for purchasing household linen in the last 12 months, by demographic sub-group, October 2007
• Consumer - Attitudes - Detailed demographics
  • Figure 45: Attitudes towards bedroom linen, by demographic sub-group, October 2007
  • Figure 46: Attitudes towards bedroom linen, by demographic sub-group, October 2007
• Identifying targets
  • Figure 47: Consumer typologies, by demographic sub-group, October 2007
  • Figure 48: Number of household linens bought in the last 12 months, by consumer typologies, October 2007
  • Figure 49: Attitudes towards bedroom linen, by consumer typologies, October 2007