"Homewares in the United Kingdom" Published

The review period was characterised by economic uncertainty and long-term financial constraints for many households, while there is also growing concern over ballooning weight levels in the country. These trends meanwhile translated into a growing preference for eating at home rather than dining out, with consumers also increasingly socialising at home. Eating at home is not only increasingly popular due to cost considerations but also due to health concerns, with many consumers seeking to eat more natural and healthier meals. Home cooking is also being encouraged by TV cookery programmes such as Jamie Oliver's 15 Minute Meals and Great British Bake Off, with these shows being hugely popular in 2014. These trends particularly supported sales growth in cookware and kitchenware in the year, with these products seeing the strongest current value growth rates at 2% each.

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Competitive Landscape

Homewares remains highly fragmented, with "others" accounting for over 58% value share in 2014. "Others" indeed dominates across all product areas, with most consumers viewing homewares as basic and functional items and thus focusing more on price and design than on brand. However, "others" lost over a percentage point in value share in 2014 over the previous year. This was chiefly due to the ongoing rise of private label.

Industry Prospects

Homewares is a largely mature product area, with most consumers only replacing these products as needed. The slight rise in value sales at constant 2014 prices seen for cookware in 2014 was meanwhile driven by a surge in popularity for cookery shows such as Great British Bake Off and is unlikely to continue into the forecast period. Furthermore, value sales are expected to be further eroded by price competition in the forecast period. Consumers are likely to increasingly shop for homewares online, seeking out the lowest available prices for the quality and design that they want.

Homewares Market Research

Analyse key trends and developments in United Kingdom for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

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