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Bathrooms and Bathroom Accessories - UK - August 2011

This report addresses the market for bathroom furniture and accessories bought for use in domestic premises, either by end users or small professional installers on behalf of end users.

Bathroom furniture includes:

  • sanitaryware (namely washbasins, WCs and baths)
  • showers
  • shower enclosures
  • screens and trays
  • fitted bathroom furniture
  • mixers and taps.

The product areas included in bathroom accessories are:

  • toilet brushes and holders
  • bath racks
  • toilet roll holders
  • mirrors (shaving etc)
  • soap holders
  • toothbrush or mug racks and holders
  • small cabinets
  • shelves
  • towel rails and rings
  • flush handles
  • light pulls.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer spending on bathroom furniture and accessories, 2006-16
              • Figure 2: Consumer spend on bathroom furniture and fittings, share by category, by value, 2011
            • Market factors
              • Companies, brands and innovation
                • Retail distribution
                  • Figure 3: Distribution of bathroom furniture, fittings and accessories, by value, 2011
                • The consumer
                  • Figure 4: Households buying bathroom fittings, 2006-10
                  • Figure 5: Current ownership of bathrooms – ABs and all, June 2011
                  • Figure 6: Purchasing and purchasing intentions, bathroom fittings – ABs and all, June 2011
                • What we think
                • Issues in the Market

                    • Has the replacement cycle for bathrooms slowed?
                      • Is innovation helping to add value in bathrooms?
                        • How much is online shopping influencing retailing of bathrooms?
                          • Will people turn to DIY more because of the economic situation?
                            • Are consumers influenced by sustainability and other eco-issues?
                            • Future Opportunities

                                • Trend: FSTR/HYPR
                                  • Trend: Minimize Me
                                  • Internal Market Environment

                                    • Key points
                                      • Gradual growth of multiple bathrooms
                                        • Figure 7: Trends in number of bathrooms in the home, 2006-10
                                        • Figure 8: Trends in number of bathrooms in the home, by socio-economic group, 2010
                                      • Extensions creating demand
                                        • Figure 9: Ownership of home extensions, 2006-10
                                      • Bathrooms are complex DIY tasks
                                        • Figure 10: Trends in agreement with attitudinal statement relating to DIY, 2006-10
                                      • Saving the planet
                                        • New homes more environmentally friendly
                                        • Broader Market Environment

                                          • Key points
                                            • Putting a price on the environment
                                              • Figure 11: Trends in agreement with attitudinal statements on the home, 2006-10
                                            • The green agenda
                                              • Energy saving recommend
                                                • Environmental compliance
                                                  • Just look on the web
                                                    • Figure 12: Broadband penetration, 2004-10
                                                    • Figure 13: Broadband penetration, by age and socio-economic group, 2010
                                                  • Economic indicators
                                                    • Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                                  • Smaller households
                                                    • Figure 15: UK households, by size, 2006-16
                                                  • More homes will boost demand
                                                    • Upwardly mobile population
                                                      • Figure 16: Forecast adult population trends, by socio-economic group, 2006-16
                                                    • Fewer house moves
                                                      • Figure 17: Residential property transactions, by quarter, Q1 2006-Q2 2011
                                                  • Competitive Context

                                                    • Key points
                                                      • Bathroom expenditure in the context of other home markets
                                                        • Figure 18: Comparison of bathroom with other household markets, 2006-11
                                                      • Small-ticket items outrun major purchases
                                                        • Getting out in the garden
                                                          • What happens when people don’t move house?
                                                            • Treats for the home
                                                              • Deferring purchases
                                                                • Tougher competition between suppliers
                                                                • Strengths and Weaknesses in the Market

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Overview
                                                                          • Designer involvement
                                                                            • Floating in the bath
                                                                              • A ‘frameless’ wet room
                                                                                • Aqualisa combines digital shower with bathing
                                                                                  • A soft bath
                                                                                    • Ultra-slim radiators
                                                                                      • Shapely ceramics
                                                                                        • Nova light by Grohe
                                                                                          • Mirror with integrated radio and more
                                                                                            • Deva/Methven introduce new water-saving shower
                                                                                              • Hansgrohe Raindance Shower
                                                                                                • Self-painted bath by Jacuzzi
                                                                                                • Market Size and Segmentation

                                                                                                  • Key points
                                                                                                    • Weak demand in tough economic conditions
                                                                                                      • Figure 19: The consumer market for bathroom furniture and accessories, 2006-16
                                                                                                    • Accessories buck the trend
                                                                                                      • Figure 20: Market breakdown, by bathroom furniture and bathroom accessories, 2007-11
                                                                                                    • Complex market with many elements
                                                                                                      • Figure 21: Bathroom furniture market, by category, 2009 and 2011
                                                                                                    • Other expenditure
                                                                                                      • Outlook
                                                                                                      • Companies and Products

                                                                                                        • Manufacturers and brands
                                                                                                          • Figure 22: Leading companies in the bathrooms market and their brands, 2011
                                                                                                        • Ideal Standard Group
                                                                                                          • Jacuzzi UK Group Plc
                                                                                                            • Kohler Mira
                                                                                                              • Masco Bathroom Group
                                                                                                                • Roca
                                                                                                                  • Showerlux
                                                                                                                    • Twyford Bathrooms
                                                                                                                      • Villeroy & Boch (now part of VitrA)
                                                                                                                        • VitrA UK Ltd
                                                                                                                          • Roper Rhodes
                                                                                                                              • Figure 23: Selected other bathroom suppliers, 2011
                                                                                                                          • Channels of Distribution

                                                                                                                            • Key points
                                                                                                                              • Distribution dominated by builders’ merchants and DIY chains
                                                                                                                                • Figure 24: Distribution of bathroom furniture, fittings and accessories, by value, 2011
                                                                                                                                • Figure 25: Multiple retailers, number of outlets in UK and RoI, May 2011
                                                                                                                              • Specialists
                                                                                                                                • DIY stores
                                                                                                                                  • B&Q
                                                                                                                                    • Screwfix
                                                                                                                                      • Homebase
                                                                                                                                        • Wickes
                                                                                                                                          • Builders’ merchants
                                                                                                                                            • Online bathrooms
                                                                                                                                              • Other general retailers
                                                                                                                                              • Advertising and Promotion

                                                                                                                                                • Key points
                                                                                                                                                  • Above-the-line expenditure falls
                                                                                                                                                    • Figure 26: Main media advertising expenditure on bathrooms, 2007-10
                                                                                                                                                  • Press dominates media choices
                                                                                                                                                    • Figure 27: Main media advertising expenditure on bathroom furniture and accessories, by channel, 2007-10
                                                                                                                                                    • Figure 28: Main media advertising expenditure on bathrooms, 2007-10
                                                                                                                                                  • Advertising specifics
                                                                                                                                                  • The Consumer – Ownership and Purchasing

                                                                                                                                                    • Slump in purchasing
                                                                                                                                                      • Figure 29: Consumer purchasing of bathroom fittings, 2006-10
                                                                                                                                                    • How bathroom purchases vary by lifestage
                                                                                                                                                      • Figure 30: Bathroom purchases, by lifestage, 2010
                                                                                                                                                      • Figure 31: Bathrooms, ownership and intentions, June 2011
                                                                                                                                                    • Who’s planning a new bathroom?
                                                                                                                                                    • The Consumer – Bathroom Preferences

                                                                                                                                                      • Key points
                                                                                                                                                        • Bathroom preferences
                                                                                                                                                          • Figure 32: Attitudes towards bathrooms, June 2011
                                                                                                                                                        • Showers are popular
                                                                                                                                                          • Making things last
                                                                                                                                                            • Functional
                                                                                                                                                              • A sanctuary?
                                                                                                                                                                • Bathroom as an investment
                                                                                                                                                                  • Accessories – a girl thing
                                                                                                                                                                    • How bathroom ownership influences attitudes towards bathrooms
                                                                                                                                                                      • Figure 33: Ownership of bathrooms, by most popular attitudes towards bathrooms, July 2011
                                                                                                                                                                      • Figure 34: Ownership of bathrooms, by next most popular attitudes towards bathrooms, July 2011
                                                                                                                                                                  • Factors Important for the Next Bathroom

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Factors important for the next bathroom
                                                                                                                                                                        • Figure 35: Factors considered important next time buy/renovate a bathroom, June 2011
                                                                                                                                                                      • Less of a chore
                                                                                                                                                                        • Modern lines
                                                                                                                                                                          • Saving the planet?
                                                                                                                                                                            • Tidy spaces
                                                                                                                                                                              • A spa at home?
                                                                                                                                                                                • All built-in
                                                                                                                                                                                • The Consumer – How They Will Shop for the Next Bathroom?

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • How they will shop for their next bathroom
                                                                                                                                                                                      • Figure 36: Shopping for the next bathroom, June 2011
                                                                                                                                                                                    • Installation services are very important
                                                                                                                                                                                      • Make the budget stretch
                                                                                                                                                                                        • No point in waiting about for a deal
                                                                                                                                                                                          • Trust in own judgement
                                                                                                                                                                                          • Consumer Typologies

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                  • Figure 37: Target groups for bathrooms and bathroom accessories, July 2011
                                                                                                                                                                                                • Functional (25%)
                                                                                                                                                                                                    • Figure 38: Features important for next bathroom – Functional, July 2011
                                                                                                                                                                                                  • Bathroom Babes (24%)
                                                                                                                                                                                                      • Figure 39: Features important for next bathroom – Bathroom Babes, July 2011
                                                                                                                                                                                                    • Tidiers (18%)
                                                                                                                                                                                                        • Figure 40: Features important for next bathroom – Tidiers, July 2011
                                                                                                                                                                                                      • Sharers (34%)
                                                                                                                                                                                                          • Figure 41: Features important for next bathroom – Sharers, July 2011
                                                                                                                                                                                                      • Appendix – Internal Market Environment

                                                                                                                                                                                                          • Figure 42: Number of bathrooms in the home, by demographics, 2010
                                                                                                                                                                                                          • Figure 43: Agreement with attitudinal statement relating to DIY, by demographics, 2010
                                                                                                                                                                                                      • Appendix – The Consumer– Purchasing Patterns

                                                                                                                                                                                                          • Figure 44: Purchasers of bathroom fittings, by demographics, 2010
                                                                                                                                                                                                      • Appendix – Ownership and Purchasing

                                                                                                                                                                                                          • Figure 45: Ownership of bathrooms, by demographics, July 2011
                                                                                                                                                                                                      • Appendix – Bathroom Preferences

                                                                                                                                                                                                          • Figure 46: Most popular attitudes towards bathrooms, by demographics, July 2011
                                                                                                                                                                                                          • Figure 47: Next most popular attitudes towards bathrooms, by demographics, July 2011
                                                                                                                                                                                                      • Appendix – Factors Important for the Next Bathroom

                                                                                                                                                                                                          • Figure 48: Most popular bathrooms and purchasing intentions, by demographics, July 2011
                                                                                                                                                                                                          • Figure 49: Next most popular bathrooms and purchasing intentions, by demographics, July 2011
                                                                                                                                                                                                          • Figure 50: Other bathrooms and purchasing intentions, by demographics, July 2011
                                                                                                                                                                                                      • Appendix – How Will they Shop for the Next Bathroom?

                                                                                                                                                                                                          • Figure 51: Most popular factors influencing choice of retailer for bathrooms, by demographics, July 2011
                                                                                                                                                                                                          • Figure 52: Next most popular factors influencing choice of retailer for bathrooms, by demographics, July 2011
                                                                                                                                                                                                      • Appendix – Consumer Typologies

                                                                                                                                                                                                          • Figure 53: Target groups, by demographics, July 2011
                                                                                                                                                                                                          • Figure 54: Ownership of bathrooms, by target groups, July 2011
                                                                                                                                                                                                          • Figure 55: Bathrooms and purchasing intentions, by target groups, July 2011
                                                                                                                                                                                                          • Figure 56: Bathrooms and purchasing intentions, by target groups, July 2011
                                                                                                                                                                                                          • Figure 57: Factors influencing choice of retailer for bathrooms, by target groups, July 2011

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • Amazon.co.uk
                                                                                                                                                                                                      • Argos
                                                                                                                                                                                                      • Armitage Shanks
                                                                                                                                                                                                      • Bank of England
                                                                                                                                                                                                      • Bathroom Manufacturers Association
                                                                                                                                                                                                      • Bathstore.com Plc
                                                                                                                                                                                                      • Bauhaus
                                                                                                                                                                                                      • Burgbad
                                                                                                                                                                                                      • Cancer Research UK
                                                                                                                                                                                                      • Colourwash Ltd
                                                                                                                                                                                                      • Council of Mortgage Lenders
                                                                                                                                                                                                      • Croydex Group plc
                                                                                                                                                                                                      • Debenhams Total (GTV)
                                                                                                                                                                                                      • Dolphin
                                                                                                                                                                                                      • Duravit AG
                                                                                                                                                                                                      • Duscholux Group
                                                                                                                                                                                                      • Energy Saving Trust
                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                      • Focus
                                                                                                                                                                                                      • Forest Stewardship Council
                                                                                                                                                                                                      • Freeview
                                                                                                                                                                                                      • Giorgio Armani S.p.A.
                                                                                                                                                                                                      • Heritage Bathrooms Plc
                                                                                                                                                                                                      • Hidra Ceramica
                                                                                                                                                                                                      • Home Retail Group
                                                                                                                                                                                                      • Homebase Ltd
                                                                                                                                                                                                      • House of Fraser Plc
                                                                                                                                                                                                      • Ideal-Standard
                                                                                                                                                                                                      • IKEA
                                                                                                                                                                                                      • Ipsos MORI
                                                                                                                                                                                                      • J. Sainsbury
                                                                                                                                                                                                      • Jacuzzi UK Group PLC
                                                                                                                                                                                                      • John Lewis Partnership
                                                                                                                                                                                                      • Just Add Water
                                                                                                                                                                                                      • Kantar Media
                                                                                                                                                                                                      • Kingfisher Group
                                                                                                                                                                                                      • Kingfisher UK & Ireland
                                                                                                                                                                                                      • Kohler Mira UK
                                                                                                                                                                                                      • Marks & Spencer
                                                                                                                                                                                                      • Masco Corporation Ltd
                                                                                                                                                                                                      • Matki PLC
                                                                                                                                                                                                      • Moben
                                                                                                                                                                                                      • Moores Furniture Group Ltd
                                                                                                                                                                                                      • Office for National Statistics
                                                                                                                                                                                                      • Office of Fair Trading
                                                                                                                                                                                                      • Qualceram Shires Plc
                                                                                                                                                                                                      • Ripples Ltd
                                                                                                                                                                                                      • Roca Ltd
                                                                                                                                                                                                      • Roper Rhodes Ltd
                                                                                                                                                                                                      • Royal National Institute of the Blind (RNIB)
                                                                                                                                                                                                      • Samuel Heath & Sons PLC
                                                                                                                                                                                                      • Sanitec Corporation
                                                                                                                                                                                                      • Screwfix UK
                                                                                                                                                                                                      • Shades Furniture
                                                                                                                                                                                                      • Sharps
                                                                                                                                                                                                      • Shires Ireland Ltd
                                                                                                                                                                                                      • SHOWERLUX U.K. Limited
                                                                                                                                                                                                      • Tesco Plc
                                                                                                                                                                                                      • The HomeForm Group
                                                                                                                                                                                                      • Thomas Crapper & Co
                                                                                                                                                                                                      • Travis Perkins PLC
                                                                                                                                                                                                      • Travis Perkins Retail
                                                                                                                                                                                                      • Twyford Bathrooms
                                                                                                                                                                                                      • Victoria Plumb
                                                                                                                                                                                                      • Villeroy & Boch AG
                                                                                                                                                                                                      • VitrA
                                                                                                                                                                                                      • Wolseley plc

                                                                                                                                                                                                      Bathrooms and Bathroom Accessories - UK - August 2011

                                                                                                                                                                                                      £1,995.00 (Excl.Tax)