IKEA has revealed its biggest shopping trends of 2019, influenced by the likes of Stranger Things, Marie Kondo and the rise in sustainability.
In its 2019 Annual Summary, IKEA has revealed the trends that have shaped customer shopping habits over the past 12 months using data collected through IKEA’s Life at Home Report.
This year, IKEA has offered more lightweight, multi-purpose and portable furniture for Generation Rent. Decluttering has also been high on the agenda, alongside a boom in home workers and a national obsession with sleep.
"We constantly monitor the shopping and living habits of our customers to make sure that our product ranges meet their needs and so we will take many of these insights in to our range development for future years," says Jared Sager, Ikea UK & Ireland Country Commercial Activity Leader.
Take a look at the key trends of the year...
1. Going further for a good night’s sleep
Getting a good night’s sleep continues to be non-negotiable for IKEA customers. This past year, IKEA has worked with medical experts to discover the five dimensions needed for a better night’s sleep: air quality, comfort, light, noise and heat.
• Blackout curtains to block light out is up 26%
• Ergonomic pillows for added comfort is up 31%
• 12 TOG duvets for getting cosy is up by 8%
• Pressure-relieving memory foam mattress is up 5%
2. A dying appetite for DIY
The desire for DIY has waned, according to Ikea, with a 58% increase in shoppers requesting someone to help assemble their goods. IKEA's acquisition of TaskRabbit opens the gateway for a 'done for you' approach to assembling products. But for those willing to do it themselves, simplicity is best, with a rise in non-drill furniture items and hooks that take just seconds to put up.
• Assembly service requests is up by 58%
• Non-drill furniture items is up 16%
• Non-drill hooks is up 12%
3. A nation declutters
Between decluttering guru Marie Kondo and Instagram cleaning star Mrs Hinch, as a nation we've been obsessed with creating organised spaces in our home. But these storage solutions need to be stylish too, with canvas replacing plastic boxes. Multipurpose smart technology, such as speakers that double up as shelves or lamps, also helps to save space in small living spaces.
• STUK collapsible fabric storage is up by 27%
• Organiser boxes from the KOMPLEMENT range is up 20%
4. Stranger Things in our homes
As the third series of cult TV show Stranger Things returned to Netflix in July, the nation took a nostalgic trip back to the 80s. This nostalgia skyrocketed as IKEA reported significant boosts in searches for '80s bedroom' and '80s style'.
Searches peaked for these 80s trends in July:
• 80s bedroom up 242%
• 80s decoration up 50%
• 80s style up 125%
5. A more sustainable everyday
Using the most sustainable materials is important to us and making sure nothing goes to waste is high on the agenda. Customers have had an appetite for products that save energy and water and cut down on waste. While lunchbox sales are on the up, single use items have fallen out of fashion with reusable water bottles surging in popularity. IKEA also reveals that bamboo is now one of its best selling materials.
• Lunchboxes for preserving leftovers is up 127%
• Reusable water bottles is up 55%
• Recycling bins is up 15%
• Picnic plates (replacing paper options for outdoor occasions) is up by 9%
6. WFH goes mainstream
Today it’s almost a given in many industries that employees can work from home, at least some of the time. As a result, IKEA has seen a huge spike in desk and office chair sales. And combating the health risks of sitting at a desk all day, the retailer has introduced a motorised adjustable desk (IDÅSEN) controllable with an app, which Ikea says has been selling well.
• Raisable desks is up 15%
• Office chairs is up 22%
7. Generation Rent opt for portability
With the need to move around more frequently, Generation Rent has resulted in a rise in portable shelving and chairs, and easy-to-dismantle furniture sales. But where communal living is at play, it's harder to achieve privacy in these shared spaces. IKEA's Life at Home Report shows that privacy is high on the agenda, with 76% of Brits seeing privacy as essential to their wellbeing.
• Easy-to-dismantle furniture is up 14%
• VILTO range (portable shelving and stools with built-in storage) is up by 27%
• NISSE folding chair is up 16%
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