UK: Home Category Data, The Consumer - Children’s home products 2024

UK: Home Category Data, The Consumer - Children’s home products 2024

Summary

The UK: Home Category Data, The Consumer - Children’s home products report offers a comprehensive insight into consumer attitudes in the UK children's home products market. The report focuses on overall children's home products and its six sub-categories: children’s and baby’s soft furnishings, decorative accessories, bath linens, bed linens, beds, and other furniture. Consumer data is based on our 2024 UK Children's home products survey, using a panel of 2,000 nationally representative consumers.

30.3% of UK consumers have purchased children's home products in the last 12 months, with the highest purchasing penetration among 25-34s, likely due to their life stage. Amazon is the most sought-after retailer for the children's home products range, followed by IKEA and Tesco.

Key Highlights

• Amazon holds the highest conversion rate in the overall children's home products market, followed by IKEA.
• 88.3% of respondents cited that they find it easier to browse for goods online compared with visiting shops.
• Upgrading is the most important driver influencing purchases of children's home products

Scope

• 30.3% of UK consumers have purchased children's home products in the last 12 months, with the highest purchasing penetration among 25-34s, likely due to their life stage. Amazon is the most sought-after retailer for the children's home products range, followed by IKEA and Tesco.

Reasons to Buy

• Identify the demographic profile of shoppers and purchasing penetration within each subcategory, allowing you to better target ranges.
• Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximize sales potential among target audiences.
• Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas.