Homewares in the United Kingdom

PROSPECTS

Homewares benefits from increased interest in cooking

Homewares continued to record a positive current value performance in 2019. The biggest factor impacting growth was the increasingly positive view of cooking at home.

Kitchenware drives value growth in homewares

Growth in homewares in 2019 was largely driven by kitchen products, classified under kitchenware and cookware. The focus on cooking and the food produced led kitchenware to see stronger growth than dining in 2019, with how dishes are served seen as less important.

Food storage records the highest current value growth

In the last two years of the review period, food storage recorded the strongest current value growth within homewares. As consumers are increasingly willing to cook for themselves at home, they are becoming more aware that batch cooking is more economically efficient, and therefore more food is made and stored either for lunch the following day or in the freezer for a meal another day.

COMPETITIVE LANDSCAPE

Tesco maintains its lead due to convenience and quality

Private label player Tesco continued to lead homewares in the UK in value terms in 2019, and maintained its value share. As Tesco has placed high importance on developing its private label ranges in order to better compete with discounters, its homewares are good quality and well-regarded by consumers.

Ikea continues to record share growth, moving up to second place

Ikea overtook Asda Stores to take second position in homewares in 2019. Its wide range of products and positive image amongst consumers led it to record another year of value sales and share growth.

The rise of e-commerce helps smaller players

Although home and garden specialist retailers continued to lead the distribution of homewares in 2019, e-commerce is becoming increasingly important, with constant value sales and share increases throughout the review period. This is mainly due to the wide range of products which can be found quickly and efficiently.

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