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Research Outline

Prepared for Simon | Delivered November 29, 2019

Homewares Market Research - Australia

Goals

To understand the consumers in the Australian homewares market in terms of who they are, why they buy homeware products, where they buy, and what other brands they purchase. The information will be used to inform a market strategy for a new target group (younger demographic).

Early Findings

  • About 1.6 million Australians over 14 years buy homewares in "an average four weeks, spending nearly $133 million between them (an average of $73 per person per four-week period)."
  • In 2016, top 10 homewares retailers in terms of market share were Kmart, IKEA, Myer, Target, Big W, House, Harris Scarfe, David Jones, Woodworths, and Bunnings.
  • "Although the homewares category in Australia has reached a certain level of maturity, consumers’ design and decorative preferences are ever evolving. In cutlery, alternative colours and finishes to the traditional silver aesthetic continued to be an innovation concept for many brand manufacturers."
  • Australian Consumers prefer shopping for their homewares in mass merchandisers, not in department stores, "due to their lower prices, individual unit ranges and on-trend designs."
  • Growth in online homewares & appliances continued to slowly increase in 2018.
  • "BNPL is an increasingly popular payment option for Homewares & Appliances, with 16.4% of BNPL purchases attributed to items from this category. When broken down further, 44% of these BNPL purchases are related to Homewares and 36% are Consumer Electronics."
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