UK Window Coverings Market – Product Mix by Value 2010  

The UK Window coverings market is mature, heavily reliant on replacement sales and highly vulnerable to underlying economic trends affecting the housing market and levels of consumer spending. Purchases of new window coverings can easily be deferred when household spending is under pressure, and ‘trading down’ – another option for cash-strapped consumers – impacts on market value.

Market value peaked in 2007 at £1.34 billion before declining by over 15% over the 2008/09 period. The key factors underpinning this decline have been the drop in housing market activity since mid-2008, together with fragile consumer confidence and spending on home improvements.

Curtains are the largest product sector, accounting for an estimated 48% of the market. Blinds now account for an estimated 30% share of the market and have experienced a difficult period, reflecting tough conditions in the conservatory market and a slower replacement cycle. However, blinds remain a popular option offering relatively low cost, ease of installation and a broader range of styles and materials.

Venetian and roller blinds are the leading sectors, with a combined share of around 55% of the market. Both ranges remain particularly popular offering consumers a wide choice of designs and materials.

Expenditure on major home improvements has declined in the last 2 years, with ‘small makeovers’, rather than major installations, a strong characteristic of the home improvement market during this period. On a positive note, window coverings also provide homeowners with a quick, easy and relatively inexpensive way to transform existing interiors without embarking on major, costly redecorating projects.

The window coverings sector is facing considerable change. It has become increasingly price-sensitive over the past few years a growing cost consciousness among consumers, which is unlikely to change significantly – at least in the short to medium term. – a trend reflected in a switch back to stronger colours and designs to complement more neutral colour schemes in other furniture / furnishings.

Following the Election, the prospects for window coverings in 2010 remain shrouded in uncertainty. The housing market and consumer confidence remains fragile, though a slow housemoving market will encourage more homeowners to redecorate their existing homes.

While the overall market is likely to the first signs of recovery in 2010, growth rates will be very marginal and this trend of moderate growth will continue to at least 2014, when the market will be worth around £1.25 billion.

The market for curtains, which fell to £542 in 2009, is forecast to recover marginally in 2010, with low growth in the subsequent few years. Domestic blinds are also expected to see a return to growth in2010, with the market value rising steadily towards £400million in 2014.

Distribution of windowcoverings is fragmented with Department Stores, Furnishing Specialists and Catalogue / Mail order / Internet each accounting for shares of 20-25%. As with other household products, the Internet is experiencing strong growth with a mix of specialist online retailers and Internet sales for leading retailers, such as Argos, B&Q etc.