Shoppers cutting back on non-essential purchases, such as aprons and tea cosies (with the latter becoming increasingly irrelevant due to specialist tea and coffee making equipment) in 2017, are a key factor behind the Kitchen textiles market contraction by 0.7% in 2017. Kitchen textiles have a high consumer penetration rate due to its low average selling price and the relatively short replacement cycle of these goods. Of consumers, 70.7% said that the primary reason to purchase was to replace an item, followed by 22.4% who bought for a new look.
Kitchen textile sales through general merchandisers will grow by 14.1% up to 2022, benefitting from customers trading down and the rapid expansion of B&M and Pound land, especially in the south, increasing coverage. Tea towels will be the only category to grow every year to 2022, benefiting from being more needs based and remaining affordable. Oven gloves will also perform well as customers prioritise replacing worn out items.
Only 44.5% of consumers undertook some research before making their kitchen textiles purchase, with 71.8% of consumers spending less than an hour completing this research, highlighting that most kitchen textiles are not particularly considered purchases.
Physical store shopping dominates with almost half of kitchen textiles purchases made at high street shops, and only 17.2% of consumers shopping online. Only 44.5% of consumers undertook some research before making their kitchen textiles purchase, with 71.8% of consumers spending less than an hour completing this research, highlighting that most kitchen textiles are not particularly considered purchases.
B&M, The Range and Poundland will all benefit from rapid store expansion. Further to this, the low prices at these retailers will continue to appeal to customers looking for value while the wider ranges available offer greater convenience. Both Tesco and Sainsbury’s will also achieve share gains in 2017. The higher levels of footfall at Tesco will increase awareness of its offer and drive sales while the new homewares ranges at Sainsbury’s, which incorporate more design than before, will appeal to a more style-conscious customer.
The report "Kitchen Textiles 2017" offers comprehensive insight and analysis of the UK market, the major players, the main trends, and consumer attitudes. It also provides forecasts to 2022.
It provides in-depth analysis of the following -
- The key issues.
- Market, retailer and consumer headlines.
- Market sizes and predictions for growth.
- In-depth profiles of the key retailers.
- Where people shop.
- Why people shop.
- Average spends at a product category level.
- Channel usage, research and payment.
- Online penetration within kitchen textiles is relatively low, at just 9.8%. Factors behind this low penetration include its relatively low selling price and high cost of delivery will discourage many customers from buying online unless part of a larger purchase and it being more of a impulse purchase.
- Kitchen textile sales through general merchandisers will grow by 14.1% up to 2022, benefitting from customers trading down and the rapid expansion of B&M and Poundland, especially in the south, increasing coverage.
- An area of weakness across a number of retailers for kitchen textiles is poor product displays, which can make these products difficult to shop. Given the growing importance of design and quality as well, this is an area that must be addressed.
- Utilise our five-year market size and growth forecasts to 2022 for the total market, individual sub-categories, online penetration and channels of distribution to enable targeted investment in high performing areas.
- Identify the major retailers in the kitchen textiles market, market shares 2015-2017 and future performance prospects.
- Utilise our in-depth analysis of how and why each retailer is performing as it is in the market to allow for benchmarking and provide a strategic advantage.
- Recognise which consumers to target and how to drive spend from them by utilising our shopper penetration data and understanding what influences their retailer selection and spending motivations.
- Understand how the online channel will impact upon kitchen textiles by using our online penetration and expenditure forecasts and analysis on channels and online fulfilment.