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Bathrooms and Bathroom Accessories - UK - August 2013

“Standing out from the rest is difficult in a market like bathrooms. Retailers need to build a wide suite of skills to service the complex requirements of a bathroom make-over. So we expect to see more development of quality own-label products with differentiated styles and designs. Alongside this, services will become increasingly sophisticated, with branded elements to add reassurance for shoppers.”

– Jane Westgarth, Senior Retail Analyst

Some questions answered in this report include:

  • Are people buying bathrooms online?
  • Do people want a complete end-to-end service from their retailers including design and fitting?
  • How do people respond to water saving appliances?
  • Is there more that retailers could do to stimulate demand?
  • What will be the impact of John Lewis moving into bathrooms?

Demand for bathroom refits has been weak for several years. Following the onset of the banking crisis in 2008 sales of homes slumped, because of the difficulty getting mortgages as well as lack of confidence. Housing sales have remained low over subsequent years. Buying a home is one of the main stimulants to refitting bathrooms and so the slight improvement in the housing market for 2013 is positive news for the bathroom industry. This report looks at the numbers of bathroom refits and forecasts how the market will develop in the next five years.

New building legislation and government targets for reducing the UK’s carbon footprint are setting the scene for energy and water-saving fittings in bathrooms. The industry has responded and brought in consumer-facing water labels, so that consumers can make informed decisions about what to buy. This report asks if people want to save water and if they understand the benefits.

We also look at what people want from their bathroom retailers and what services they seek. The report also examines online shopping for bathrooms.

Definitions

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 (washbasins, WCs and baths), showers, shower enclosure, screens and trays, fitted bathroom furniture/modular 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: Bathroom furniture and accessories, consumer spend, 2008-18
              • Figure 2: Bathroom fittings and furniture market value, by category, 2010-12
            • Market factors
              • Figure 3: Housing transactions, UK, 2008-12
            • Companies and distribution
              • Innovative manufacturers
                • Changing retail scene
                  • Figure 4: Distribution of bathroom furniture, fittings and accessories, by value, 2012
                • The consumer
                  • What they bought
                    • Figure 5: Bathroom fittings and accessories purchased in the last three years, July 2013
                  • What they spent
                    • Figure 6: Estimated spend on fittings and installation of replacement bathroom, July 2013
                  • Where they bought bathrooms
                    • Figure 7: Outlets used for purchasing bathroom fittings, July 2013
                  • Factors influencing where they buy
                    • Figure 8: Factors considered important when deciding where to buy bathroom fittings, July 2013
                  • What would they pay more for?
                    • Figure 9: Factors people would pay more for when buying bathroom fittings, July 2013
                  • What we think
                  • Issues in the Market

                      • Are people buying bathrooms online?
                        • Do people want a complete end-to-end service from their retailers including design and fitting?
                          • How do people respond to water saving appliances?
                            • Is there more that retailers could do to stimulate demand?
                              • What will be the impact of John Lewis moving into bathrooms?
                              • Trend Applications

                                • Trend: Help Me Help Myself
                                  • Trend: Make it Mine
                                    • Mintel Futures: Generation Next
                                    • Internal Market Environment

                                      • Key points
                                        • Bathrooms in households
                                          • Figure 10: Ownership of bathrooms and toilets, July 2013
                                          • Figure 11: Ownership of bathrooms and toilets, by housing situation, July 2013
                                        • 26% of homes have been extended
                                          • Time between refits
                                            • Figure 12: Average age of kitchens and bathrooms, England, by household tenure, 2007
                                          • House moves by type of tenure
                                            • Figure 13: Recent house moves, England, by household tenure, 2000-12
                                          • Upturn in house purchases in 2012
                                            • Figure 14: Housing transactions, UK, 2008-12
                                          • Sustainable bathrooms
                                            • One water label for taps, valves and shower heads
                                              • Figure 15: European water label, 2013
                                            • UK Water Efficient Product Labelling Scheme
                                              • Figure 16: BMA water efficiency labels, 2013
                                            • Updated water efficiency targets for new homes and conversions
                                              • Water efficiency in the bathroom
                                              • Broader Market Environment

                                                • Key points
                                                  • Internet usage
                                                    • Ownership of smartphones
                                                      • Figure 17: Personal ownership of mobile phones, September 2012 and January 2013
                                                    • Ownership of laptop/netbook and tablet computers
                                                      • Figure 18: Household ownership of laptop/netbook and tablet computers, September 2012 and January 2013
                                                    • An uneven playing field
                                                      • More ABs will boost demand for premium fittings
                                                        • Changing nature of households
                                                          • Population age structure
                                                            • Figure 19: Trends in the age structure of the UK population, 2007-17
                                                          • More confident consumers
                                                            • Figure 20: GfK NOP Consumer Confidence Index, January 1988- 2013
                                                        • Competitive Context

                                                          • Key points
                                                            • Competitive context
                                                              • Figure 21: Comparison of consumer spend on bathroom fittings and accessories with other household markets, 2008-12 (est)
                                                              • Figure 22: Comparison of consumer spend on bathroom fittings and accessories with other household markets, 2008-12 (est) (continued)
                                                            • Energy bills rising
                                                              • Figure 23: Consumer spend on electricity, gas and other fuels for the home, 2008-12
                                                          • Strengths and Weaknesses in the Market

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Overview
                                                                    • Easybox Slim
                                                                      • Figure 24: Ideal Standard, Easy Box Slim shower control, February 2013
                                                                    • Mira Dual Valve Controller
                                                                      • Electronic controls for baths
                                                                        • Sanindusa shower column
                                                                          • Fixed shower head
                                                                            • Figure 25: Crosswater LED Shower, June 2013
                                                                          • Rimless toilet for better hygiene
                                                                            • Geberit touchless flush
                                                                              • Toilet combines a bidet function
                                                                              • Market Size and Segmentation

                                                                                • Key points
                                                                                  • Figure 26: Bathroom furniture and accessories, consumer spend, 2008-18
                                                                                  • Figure 27: consumer spend on bathroom furniture and accessories, at current and constant 2013 prices, 2008-18
                                                                                  • Figure 28: Consumers spending on bathroom furniture and accessories, 2008-12
                                                                                  • Figure 29: Bathroom fittings and furniture market, by category, 2010-12
                                                                              • Companies and Products

                                                                                  • Figure 30: Leading companies in the bathroom furniture and accessories market and their brands, 2013
                                                                                • Ideal Standard Group
                                                                                  • Background
                                                                                    • Product range
                                                                                      • Figure 31: Jado, Example of design, July 2013
                                                                                    • Innovation
                                                                                      • A helpful app for retailers and planners
                                                                                        • Countertop basins - a new range
                                                                                          • Softer lines for new range
                                                                                            • Shower controls for shallow wall cavities
                                                                                              • Jacuzzi UK Group Plc
                                                                                                • Background
                                                                                                  • Product range
                                                                                                    • Innovation
                                                                                                      • Kohler Mira
                                                                                                        • Background
                                                                                                          • Product range
                                                                                                            • Innovation
                                                                                                              • Masco Bathroom Group
                                                                                                                • Background
                                                                                                                  • Product range
                                                                                                                    • Innovation
                                                                                                                      • Figure 32: Axor Starck Organic tap, September 2012
                                                                                                                    • Roca
                                                                                                                      • Background
                                                                                                                        • Product range
                                                                                                                          • Innovation
                                                                                                                            • Roper Rhodes
                                                                                                                              • Background
                                                                                                                                • Product range
                                                                                                                                  • Innovation
                                                                                                                                    • Showerlux
                                                                                                                                      • Background
                                                                                                                                        • Product range
                                                                                                                                          • Innovation
                                                                                                                                            • Twyford Bathrooms
                                                                                                                                              • Background
                                                                                                                                                • Product range
                                                                                                                                                  • Innovation
                                                                                                                                                    • Villeroy & Boch
                                                                                                                                                      • Background
                                                                                                                                                        • Product range
                                                                                                                                                          • Innovation
                                                                                                                                                            • VitrA UK
                                                                                                                                                              • Background
                                                                                                                                                                • Product range
                                                                                                                                                                  • Innovation
                                                                                                                                                                    • Figure 33: Selected other bathroom suppliers, 2013
                                                                                                                                                                • Channels of Distribution

                                                                                                                                                                  • Key points
                                                                                                                                                                      • Figure 34: Distribution of bathroom furniture, fittings and accessories, by value, 2012
                                                                                                                                                                      • Figure 35: Distribution of bathroom furniture, fittings and accessories, by value, 2010 and 2012
                                                                                                                                                                      • Figure 36: Bathroom retailers, number of outlets in UK and RoI, June 2013
                                                                                                                                                                    • John Lewis enters the fitted bathroom market
                                                                                                                                                                      • Bathstore raises its game
                                                                                                                                                                        • Changes of suppliers for chains
                                                                                                                                                                          • UK retailers with bathroom fixtures, fittings and/or accessories
                                                                                                                                                                            • Specialist retailers dominated by Bathstore
                                                                                                                                                                              • Three major DIY chains dominate
                                                                                                                                                                                • Space allocated to bathroom in DIY outlets, 2013
                                                                                                                                                                                  • Figure 37: Percentage of space allocated to bathroom and kitchen; B&Q, Homebase, Wickes; April 2013
                                                                                                                                                                                • B&Q
                                                                                                                                                                                  • Screwfix
                                                                                                                                                                                    • Figure 38: Screwfix, Watersmith concept store, Stoke on Trent, 2012
                                                                                                                                                                                  • Homebase
                                                                                                                                                                                    • Wickes
                                                                                                                                                                                      • Builders’ merchants
                                                                                                                                                                                        • Travis Perkins
                                                                                                                                                                                          • Jewson
                                                                                                                                                                                            • Plumbase
                                                                                                                                                                                              • Plumb Center
                                                                                                                                                                                                • Online bathrooms
                                                                                                                                                                                                  • Other general retailers
                                                                                                                                                                                                    • Next
                                                                                                                                                                                                      • Tesco
                                                                                                                                                                                                        • Asda
                                                                                                                                                                                                          • Other general retailers
                                                                                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • What the major DIY chains spend on all advertising
                                                                                                                                                                                                                • Figure 39: Total advertising spend, DIY companies, 2012
                                                                                                                                                                                                              • Advertising bathrooms
                                                                                                                                                                                                                • Figure 40: Main media advertising expenditure on bathroom furniture and accessories, by top ten companies, 2009-12
                                                                                                                                                                                                              • Bathstore is the largest advertiser
                                                                                                                                                                                                                • Figure 41: Main media advertising expenditure on bathroom furniture and accessories, by company, 2012
                                                                                                                                                                                                              • Press dominates media spend
                                                                                                                                                                                                                • Figure 42: Main media advertising expenditure on bathroom furniture and accessories, share by media, 2009-12
                                                                                                                                                                                                                • Figure 43: Main media advertising expenditure on bathroom furniture and accessories, by type of media, 2012
                                                                                                                                                                                                            • The Consumer – Who has Replaced Bathrooms?

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Nearly a third have replaced bathrooms in the last three years
                                                                                                                                                                                                                  • Figure 44: Bathroom fittings and accessories purchased in the last three years, July 2013
                                                                                                                                                                                                                • Home owners a prime target
                                                                                                                                                                                                                  • Link to income levels
                                                                                                                                                                                                                    • Larger households
                                                                                                                                                                                                                      • Who buys accessories?
                                                                                                                                                                                                                        • Who fits the bathrooms?
                                                                                                                                                                                                                            • Figure 45: Bathroom fittings and accessories purchased in the last three years, July 2013
                                                                                                                                                                                                                        • The Consumer – What They Spent on Bathrooms and Fitting

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • What they spent on bathrooms
                                                                                                                                                                                                                              • Figure 46: Estimated spend on fittings and installation of replacement bathroom, July 2013
                                                                                                                                                                                                                            • Home owners are the highest spenders
                                                                                                                                                                                                                              • The least wealthy tend to make savings by doing it themselves
                                                                                                                                                                                                                                • Who is not aware of spending?
                                                                                                                                                                                                                                • The Consumer – Where They Bought Bathrooms

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Where they bought bathrooms
                                                                                                                                                                                                                                      • Figure 47: Outlets used for purchasing bathroom fittings, July 2013
                                                                                                                                                                                                                                    • Profiling the retailers
                                                                                                                                                                                                                                      • Figure 48: Outlets used for purchasing bathroom fittings, by age, July 2013
                                                                                                                                                                                                                                    • 16-34s important for DIY chains
                                                                                                                                                                                                                                      • Specialists appeal to older shoppers
                                                                                                                                                                                                                                        • Online outlets used by around 14%
                                                                                                                                                                                                                                          • Do people stick to using one retailer?
                                                                                                                                                                                                                                          • The Consumer – Factors Considered Important When Deciding Where to Buy

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Factors considered important when deciding where to buy
                                                                                                                                                                                                                                                • Figure 49: Factors considered important when deciding where to buy bathroom fittings, July 2013
                                                                                                                                                                                                                                              • Do they want to touch and see?
                                                                                                                                                                                                                                                • Figure 50: Factors considered important when deciding where to buy bathroom fittings, seeing before buying and online planning by age, July 2013
                                                                                                                                                                                                                                              • Who wants a large choice?
                                                                                                                                                                                                                                                • Quality matters
                                                                                                                                                                                                                                                  • Fitting included
                                                                                                                                                                                                                                                    • Help with design
                                                                                                                                                                                                                                                      • Payment plans
                                                                                                                                                                                                                                                      • The Consumer – Features People Would Pay More For

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                          • Features people would pay more for
                                                                                                                                                                                                                                                            • Figure 51: Factors important when deciding where to buy bathroom fittings, July 2013
                                                                                                                                                                                                                                                          • Easier cleaning
                                                                                                                                                                                                                                                            • Wealthier shoppers will trade up
                                                                                                                                                                                                                                                              • Figure 52: Factors important when deciding where to buy bathroom fittings, people who describe their finances as healthy, July 2013
                                                                                                                                                                                                                                                            • Eco begins at home
                                                                                                                                                                                                                                                              • Drying the towels
                                                                                                                                                                                                                                                                • Youth following for super-showers
                                                                                                                                                                                                                                                                  • Fitting out the bathroom
                                                                                                                                                                                                                                                                    • More than just a bath
                                                                                                                                                                                                                                                                    • Appendix – Market Environment

                                                                                                                                                                                                                                                                      • Internal and external market environment
                                                                                                                                                                                                                                                                        • Figure 53: Trends in the age structure of the UK population, 2007-17
                                                                                                                                                                                                                                                                        • Figure 54: Forecast adult population trends, by socio-economic group, 2007-17
                                                                                                                                                                                                                                                                        • Figure 55: UK households, by size, 2007-17
                                                                                                                                                                                                                                                                        • Figure 56: Ownership of bathrooms and toilets, July
                                                                                                                                                                                                                                                                        • Figure 57: ownership of bathrooms, first four columns, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 58: Ownership of bathrooms, continued, by demographics, July 2013
                                                                                                                                                                                                                                                                    • Appendix – The Consumer – Who has Replaced Bathrooms?

                                                                                                                                                                                                                                                                        • Figure 59: Fittings and type of installation, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 60: Fittings and type of installation, by demographics, continued, July 2013
                                                                                                                                                                                                                                                                    • Appendix – The Consumer – What They Spent on Bathrooms

                                                                                                                                                                                                                                                                        • Figure 61: Amount spent on bathroom fittings/accessories costs, Up to £3,000, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 62: Amount spent on bathroom fittings/accessories costs, £3,000+, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 63: Amount spent on installation costs, under £2001, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 64: Amount spent on installation costs, £2,001+ by demographics, July 2013
                                                                                                                                                                                                                                                                    • Appendix – The Consumer – Where they Bought Bathrooms

                                                                                                                                                                                                                                                                        • Figure 65: Most popular outlets used for purchasing bathroom fittings, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 66: Next most popular outlets used for purchasing bathroom fittings, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 67: Repertoire for outlets used for purchasing bathroom fittings, by demographics, July 2013
                                                                                                                                                                                                                                                                    • Appendix - The Consumer – Factors Considered Important When Deciding Where to Buy

                                                                                                                                                                                                                                                                        • Figure 68: Most popular factors important when deciding where to buy, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 69: Next most popular factors important when deciding where to buy, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 70: Other factors important when deciding where to buy, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 71: Repertoire for factors important when deciding where to buy, by demographics, July 2013
                                                                                                                                                                                                                                                                    • Appendix – The Consumer – Features People Would Pay More For

                                                                                                                                                                                                                                                                        • Figure 72: Most popular features people would pay more for, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 73: Next most popular features people would pay more for, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 74: Other features people would pay more for, by demographics, July 2013
                                                                                                                                                                                                                                                                        • Figure 75: Repertoire for features people would pay more for, by demographics, July 2013

                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                    • Apple Computer UK Ltd
                                                                                                                                                                                                                                                                    • Armitage Shanks
                                                                                                                                                                                                                                                                    • Croydex Group plc
                                                                                                                                                                                                                                                                    • Duravit AG
                                                                                                                                                                                                                                                                    • Duscholux Group
                                                                                                                                                                                                                                                                    • Homebase Ltd
                                                                                                                                                                                                                                                                    • Ideal-Standard
                                                                                                                                                                                                                                                                    • Jacuzzi UK Group PLC
                                                                                                                                                                                                                                                                    • Kohler Mira UK
                                                                                                                                                                                                                                                                    • Masco Corporation
                                                                                                                                                                                                                                                                    • Masco Corporation Ltd
                                                                                                                                                                                                                                                                    • Matki PLC
                                                                                                                                                                                                                                                                    • Moores Furniture Group Ltd
                                                                                                                                                                                                                                                                    • Roca Ltd
                                                                                                                                                                                                                                                                    • Roper Rhodes Ltd
                                                                                                                                                                                                                                                                    • Samuel Heath & Sons PLC
                                                                                                                                                                                                                                                                    • Sanitec Corporation
                                                                                                                                                                                                                                                                    • Shades Furniture
                                                                                                                                                                                                                                                                    • SHOWERLUX U.K. Limited
                                                                                                                                                                                                                                                                    • Swarovski
                                                                                                                                                                                                                                                                    • Twyford Bathrooms
                                                                                                                                                                                                                                                                    • Villeroy & Boch AG
                                                                                                                                                                                                                                                                    • VitrA
                                                                                                                                                                                                                                                                    • Whirlpool Corporation

                                                                                                                                                                                                                                                                    Bathrooms and Bathroom Accessories - UK - August 2013

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