Household Linen - UK - January 2008

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