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Bathrooms and Bathroom Accessories - UK - August 2012

“People are living in smaller homes and yet the amount of stuff they need to store continues to grow. Bathrooms are filled with toiletries, cosmetics, shavers, electric toothbrushes and more, so demand for stylish storage continues to rise. All this is helping to fuel demand for modular bathroom furniture – one of today’s key style trends in bathrooms.

Innovations in bathroom fixtures and fitting are wide-ranging, embracing stylish modern design, toilets or showers that use the minimum amount of water. Features can transform the bathroom into a sanctuary with massage showers, spa-style bathing and mood lighting. This is helping to raise expectations and moving the bathroom away from being a functional space into a stylish feature of the home.

For the future, retailers need to encourage consumers to replace their old bathrooms more regularly, upgrade to higher price points and to continue to release more space in their homes for en-suite bath and shower rooms.”

– Jane Westgarth, Senior Market Analyst, Mintel

Some questions answered in this report include:

  • What is the customer journey for bathrooms?
  • How much spending for bathrooms goes online?
  • Are consumers aware of water-saving possibilities?
  • Is demand for cabinet furniture in the bathroom growing?
  • Which retailers are gaining share of bathroom retailing?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer spending on bathrooms and accessories, 2007-17
              • Figure 2: Consumer spend on bathroom fixtures and fittings, by segment, 2012
            • Market factors
              • Figure 3: Number of UK residential property transactions with a value of £40,000 upwards – seasonally adjusted, Q1 2006-Q1 2012
            • Companies, brands and innovation
              • Retail distribution
                • Figure 4: Distribution of bathroom furniture, fittings and accessories, by value, 2011
              • The consumer
                • Figure 5: Bathroom refurbishment activity in the last three years or intended in the next 12 months, June 2012
                • Figure 6: Shopping for bathrooms, own estimates of online spend, June 2012
                • Figure 7: Factors important when next purchasing a bathroom, June 2012
                • Figure 8: Shopping for bathrooms, the customer journey, June 2012
              • What we think
              • Issues in the Market

                  • What is the customer journey for bathrooms?
                    • How much spending for bathrooms goes online?
                      • Are consumers aware of water-saving possibilities?
                        • Is demand for cabinet furniture in the bathroom growing?
                          • Which retailers are gaining share of bathroom retailing?
                          • Trend Application

                            • Trend: Extend My Brand
                              • Trend: Hungry Planet
                                • 2015 trend: Old Gold
                                • Internal Market Environment

                                  • Key points
                                    • Number of bathrooms in the home
                                      • Figure 9: Number of different bathrooms and bedrooms in the home, 2007-11
                                      • Figure 10: Number of bathrooms in the home, by socio-economic group, 2011
                                    • Extend, don’t move
                                      • Figure 11: Ownership of home extensions, 2007 and 2011
                                    • Does a bathroom add value to the home?
                                      • Would he tackle a bathroom installation?
                                        • Saving water
                                          • One water label for taps, valves and showerheads
                                            • Figure 12: European Water Label, 2012
                                          • UK Water Efficient Product Labelling Scheme
                                            • Figure 13: BMA water efficiency labels, 2012
                                          • Updated water efficiency targets for new homes and conversions
                                            • Water efficiency in the bathroom
                                            • Broader Market Environment

                                              • Key points
                                                • Internet first choice for information
                                                  • Figure 14: Trends in agreement with selected lifestyle statements on other media, 2007-11
                                                • Flat conditions in the housing market
                                                  • Figure 15: Number of UK residential property transactions with a value of £40,000 upwards – seasonally adjusted, Q1 2006-Q4 2011
                                                • Lack of feelgood factor linked to house values
                                                  • Figure 16: Annual change in UK house prices, January 2005-July 2012
                                                  • Figure 17: Housing equity withdrawal, Q1 2005-Q1 2012
                                                • More homes will help boost demand
                                                  • Figure 18: UK households, by size, 2007-17
                                                • More families should boost demand
                                                  • Figure 19: Trends in the age structure of the UK population, 2007-17
                                                • Growth in ABs positive for bathrooms
                                                  • Figure 20: Forecast adult population trends, by socio-economic group, 2007-17
                                                • Interest in the home
                                                  • Figure 21: Agreement with selected lifestyle statements, 2007-11
                                                • 25-34s are home-centric
                                                • Competitive Context

                                                  • Key points
                                                    • Consumer spending on household products
                                                      • Figure 22: Consumer expenditure on selected household products, 2007-11
                                                    • Bathrooms low down the priority list
                                                      • Small-ticket items set the pace
                                                        • Living rooms are on show
                                                          • Things wear out
                                                          • Strengths and Weaknesses in the Market

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Overview
                                                                    • Figure 23: Roca’s ’90 Degree’ bathtub.
                                                                  • Handle-free taps
                                                                    • Figure 24: Easy Clean Faucet
                                                                  • Bath as a design focus
                                                                    • Figure 25: Bagno Sasso Bath design
                                                                  • Wheelchair-accessible bathing system
                                                                    • Figure 26: Flume Bathtub
                                                                  • Heated fog-free bathroom mirrors
                                                                    • Figure 27: A mirror that demists
                                                                  • Hassle-free installation shower enclosures
                                                                    • Figure 28: Aqualux, easy installation shower
                                                                  • Personalised taps
                                                                    • Figure 29: Aston Mathews, Personalised taps
                                                                  • Energy-saving tap
                                                                    • Figure 30: Inta, Energy-saving mixer tap
                                                                  • Bathtubs with built-in lighting system
                                                                    • Figure 31: Antonio Lupi, Illuminated bathtubs
                                                                • Market Size and Segmentation

                                                                  • Key points
                                                                    • Tough times for bathroom sales
                                                                      • Figure 32: Consumer spending on bathroom furniture and accessories, 2007-17
                                                                    • How the market splits
                                                                      • Figure 33: Consumer spending on bathroom furniture and accessories, 2008-12
                                                                    • Many elements make up the bathroom market
                                                                      • Figure 34: Bathroom fittings and furniture market, by category, 2010 and 2012
                                                                    • Outlook
                                                                        • Figure 35: Consumer spending on bathrooms and accessories, 2007-17
                                                                    • Companies and Products

                                                                      • Manufacturers and brands
                                                                        • Figure 36: Leading companies in the bathroom furniture and accessories market and their brands, 2012
                                                                      • Ideal Standard Group
                                                                        • Jacuzzi UK Group Plc
                                                                          • Kohler Mira
                                                                            • Masco Bathroom Group
                                                                              • Roca
                                                                                  • Figure 37: Roca In-drain, 2012
                                                                                • Roper Rhodes
                                                                                  • Showerlux
                                                                                    • Twyford Bathrooms
                                                                                      • Villeroy & Boch (part of VitrA)
                                                                                          • Figure 38: Villeroy & Bosch, Vanity unit with extra storage space, 2012
                                                                                        • VitrA UK Ltd
                                                                                            • Figure 39: Selected other bathroom suppliers, 2012
                                                                                        • Channels of Distribution

                                                                                          • Key points
                                                                                            • Channels of distribution
                                                                                              • Figure 40: Distribution of bathroom furniture, fittings and accessories, by value, 2011
                                                                                              • Figure 41: Distribution of bathroom furniture, fittings and accessories, by value, 2009 and 2011
                                                                                            • UK retailers with bathroom fixtures, fittings and/or accessories
                                                                                              • Figure 42: Bathroom retailers, number of outlets in UK and RoI, June 2012
                                                                                            • Specialist retailers dominated by Bathstore
                                                                                              • Big three DIY chains dominate retail sector
                                                                                                • B&Q
                                                                                                  • Screwfix
                                                                                                    • Figure 43: Screwfix, Watersmith concept store, Stoke on Trent, 2012
                                                                                                  • Homebase
                                                                                                    • Wickes
                                                                                                      • Builders’ merchants
                                                                                                        • Travis Perkins
                                                                                                          • Jewson
                                                                                                            • Plumbase
                                                                                                              • Plumb Center
                                                                                                                • Online bathrooms
                                                                                                                  • Other general retailers
                                                                                                                    • Next
                                                                                                                      • Figure 44: Nextbathrooms.co.uk, 2012
                                                                                                                    • Tesco
                                                                                                                      • Figure 45: Tescobathrooms.com, screen shot, 2012
                                                                                                                    • Asda
                                                                                                                      • Other general retailers
                                                                                                                      • Advertising and Promotion

                                                                                                                        • Key points
                                                                                                                          • Advertising expenditure down
                                                                                                                            • Figure 46: Main media advertising expenditure on bathroom furniture and accessories, 2008-11
                                                                                                                          • Above-the-line media dominated by press
                                                                                                                            • Figure 47: Main media advertising expenditure on bathroom furniture and accessories, by channel, 2008-11
                                                                                                                            • Figure 48: Main media advertising expenditure on bathroom furniture and accessories, by top ten companies, 2008-11
                                                                                                                          • Advertising specifics
                                                                                                                            • B&Q ‘won’t be beaten on price’
                                                                                                                              • Bathstore looks at technology behind design
                                                                                                                                • Victoria Plumb raises profile
                                                                                                                                  • Figure 49: Victoria Plumb, example of advertisement, 2011
                                                                                                                                • Aquability aims at the less mobile
                                                                                                                                  • Figure 50: Aquability, example of press advertisement
                                                                                                                              • The Consumer – Ownership and Purchasing

                                                                                                                                • Key points
                                                                                                                                  • Bathrooms, ownership and purchasing
                                                                                                                                      • Figure 51: Bathrooms, shower rooms, wet rooms or cloakrooms at home – all and ABs, June 2012
                                                                                                                                    • ABs have more bathrooms
                                                                                                                                      • Who purchases bathrooms?
                                                                                                                                        • Six in ten have made some changes to their bathrooms
                                                                                                                                          • Figure 52: Bathroom refurbishment activity in the last three years, June 2012
                                                                                                                                          • Figure 53: Bathroom refurbishment activity in the last three years, by socio-economic group, June 2012
                                                                                                                                        • Bathroom plans and intentions
                                                                                                                                          • Figure 54: Bathroom refurbishment activity planned for the next 12 months, June 2012
                                                                                                                                          • Figure 55: Bathroom refurbishment activity planned for the next 12 months, by socio-economic group, June 2012
                                                                                                                                        • Are bathrooms staging a comeback?
                                                                                                                                          • Figure 56: Bathroom refurbishment activity in the last three years and next 12 months, June 2012
                                                                                                                                      • The Consumer – The Customer Journey When Buying Bathrooms

                                                                                                                                        • Key points
                                                                                                                                          • How they shopped
                                                                                                                                            • Shopping for bathroom accessories
                                                                                                                                              • Figure 57: Shopping for bathroom accessories, use of the internet, June 2012
                                                                                                                                            • Shopping for bathrooms
                                                                                                                                              • Figure 58: Shopping for bathrooms, the customer journey, June 2012
                                                                                                                                            • Four in ten bought goods themselves
                                                                                                                                              • Did they buy sets?
                                                                                                                                                • Who arranges the fitter?
                                                                                                                                                  • Multiples outplay bathroom specialists
                                                                                                                                                  • The Consumer – Bathroom Spending Online

                                                                                                                                                    • Key points
                                                                                                                                                      • Bathroom spending online
                                                                                                                                                          • Figure 59: Shopping for bathrooms, own estimates of online spend, June 2012
                                                                                                                                                      • The Consumer – Factors Influencing Choice of Bathrooms

                                                                                                                                                        • Key points
                                                                                                                                                          • Factors influencing choice
                                                                                                                                                            • Figure 60: Factors important when next purchasing a bathroom, June 2012
                                                                                                                                                          • Cut down the running costs
                                                                                                                                                            • Low awareness of water efficiency labels
                                                                                                                                                              • Sustainable products
                                                                                                                                                                • Make life easier
                                                                                                                                                                  • Stylish designs
                                                                                                                                                                    • Building in accessories
                                                                                                                                                                      • Great functionality
                                                                                                                                                                      • The Consumer – Target Groups

                                                                                                                                                                          • Target customers for bathrooms
                                                                                                                                                                              • Figure 61: Bathrooms, target groups, June 2012
                                                                                                                                                                            • Basic-bathrooms (38%)
                                                                                                                                                                                • Figure 62: Factors influencing choice of bathrooms, Basic-bathrooms, June 2012
                                                                                                                                                                                • Figure 63: How they shopped for bathrooms, Basic-bathrooms, June 2012
                                                                                                                                                                              • Sparklers (21%)
                                                                                                                                                                                  • Figure 64: Factors influencing choice of bathrooms, Sparklers, June 2012
                                                                                                                                                                                  • Figure 65: How they shopped for bathrooms, Sparklers, June 2012
                                                                                                                                                                                • Eco-warriors (13%)
                                                                                                                                                                                    • Figure 66: Factors influencing choice of bathrooms, Eco-warriors, June 2012
                                                                                                                                                                                    • Figure 67: How they shopped for bathrooms, Eco-warriors, June 2012
                                                                                                                                                                                  • Style-conscious (28%)
                                                                                                                                                                                      • Figure 68: Factors influencing choice of bathrooms, Style-conscious, June 2012
                                                                                                                                                                                      • Figure 69: How they shopped for bathrooms, Style-conscious, June 2012
                                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                                      • Figure 70: Number of different bathrooms in the home, by demographics, 2011
                                                                                                                                                                                  • Appendix – The Consumer – Ownership and Purchasing

                                                                                                                                                                                      • Figure 71: Bathrooms, shower rooms, wet rooms or cloakrooms at home, by demographics, June 2012
                                                                                                                                                                                      • Figure 72: Bathroom purchasing and purchasing intentions, by demographics, June 2012
                                                                                                                                                                                      • Figure 73: Bathroom purchasing and purchasing intentions, by demographics, June 2012
                                                                                                                                                                                      • Figure 74: Bathroom purchasing and purchasing intentions, by demographics, June 2012
                                                                                                                                                                                      • Figure 75: Bathroom purchasing and purchasing intentions, by demographics, June 2012
                                                                                                                                                                                  • Appendix – The Consumer – The Customer Journey When Shopping for Bathrooms

                                                                                                                                                                                      • Figure 76: How they shopped for bathrooms, in-store and online, by demographics, June 2012
                                                                                                                                                                                      • Figure 77: Most popular details of the bathroom shopping process, by demographics, June 2012
                                                                                                                                                                                      • Figure 78: Most popular details of the bathroom shopping process, by demographics, June 2012
                                                                                                                                                                                  • Appendix – The Consumer – Bathroom Spending Online

                                                                                                                                                                                      • Figure 79: Online spending for bathrooms, by demographics, June 2012
                                                                                                                                                                                  • Appendix – The Consumer – Factors Influencing Choice of Bathrooms

                                                                                                                                                                                      • Figure 80: Most popular factors influencing purchases of bathrooms, by demographics, June 2012
                                                                                                                                                                                      • Figure 81: Next most popular factors influencing purchases of bathrooms, by demographics, June 2012
                                                                                                                                                                                      • Figure 82: Other factors influencing purchases of bathrooms, by demographics, June 2012
                                                                                                                                                                                  • Appendix – The Consumer - Target Groups

                                                                                                                                                                                      • Figure 83: Target groups, by demographics, June 2012

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Armitage Shanks
                                                                                                                                                                                  • Bathstore.com Plc
                                                                                                                                                                                  • Burgbad
                                                                                                                                                                                  • Colourwash Ltd
                                                                                                                                                                                  • Croydex Group plc
                                                                                                                                                                                  • Debenhams Total (GTV)
                                                                                                                                                                                  • Dolphin
                                                                                                                                                                                  • Duravit AG
                                                                                                                                                                                  • Duscholux Group
                                                                                                                                                                                  • Focus Group
                                                                                                                                                                                  • Heritage Bathrooms Plc
                                                                                                                                                                                  • Home Retail Group
                                                                                                                                                                                  • Homebase Ltd
                                                                                                                                                                                  • House of Fraser Plc
                                                                                                                                                                                  • Ideal-Standard
                                                                                                                                                                                  • Jacuzzi UK Group PLC
                                                                                                                                                                                  • Jewson
                                                                                                                                                                                  • John Lewis Partnership
                                                                                                                                                                                  • Kingfisher UK & Ireland
                                                                                                                                                                                  • Kohler Mira UK
                                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                                  • Masco Corporation Ltd
                                                                                                                                                                                  • Matki PLC
                                                                                                                                                                                  • MFI Furniture Group Plc
                                                                                                                                                                                  • Moores Furniture Group Ltd
                                                                                                                                                                                  • Qualceram Shires Plc
                                                                                                                                                                                  • Ripples Ltd
                                                                                                                                                                                  • Roca Ltd
                                                                                                                                                                                  • Roper Rhodes Ltd
                                                                                                                                                                                  • Sanitec Corporation
                                                                                                                                                                                  • Screwfix UK
                                                                                                                                                                                  • Selecta UK Ltd
                                                                                                                                                                                  • Shires Ireland Ltd
                                                                                                                                                                                  • SHOWERLUX U.K. Limited
                                                                                                                                                                                  • Thomas Crapper & Co
                                                                                                                                                                                  • Toolstation
                                                                                                                                                                                  • Travis Perkins PLC
                                                                                                                                                                                  • Twyford Bathrooms
                                                                                                                                                                                  • Victoria Plumb
                                                                                                                                                                                  • Villeroy & Boch AG
                                                                                                                                                                                  • VitrA
                                                                                                                                                                                  • Wickes Building Supplies Ltd
                                                                                                                                                                                  • Wolseley plc

                                                                                                                                                                                  Bathrooms and Bathroom Accessories - UK - August 2012

                                                                                                                                                                                  £1,995.00 (Excl.Tax)