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Bathrooms and Bathroom Accessories - UK - August 2014

“To succeed in tomorrow’s tough trading environment, bathroom retailers will need to work harder and smarter, investing and innovating in order to keep ahead of the competition. Showrooms need to be inspiring, giving people ideas about how to create an attractive and practical bathroom.”

– Jane Westgarth, Senior Retail Analyst

Some questions answered in this report include:

  • Is the improve not move trend influencing sales of bathrooms?
  • Are consumers really influenced by water savings?
  • Will smart technology emerge as an important trend in bathrooms?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer spending on bathroom furniture and accessories, 2009-19
              • Figure 2: Bathroom market value share, by category, 2013
            • Market factors
              • Figure 3: Second WC and second bath/shower room, by housing tenure, England and Wales, 2010
              • Figure 4: UK property transactions, monthly, January 2011-July 2014
            • Companies, brands and innovation
              • Retailers
                • Figure 5: Distribution of bathroom fittings and accessories, 2013 (est)
              • Suppliers
                • The consumer
                  • Figure 6: Bathrooms, shower rooms, wet rooms or cloakrooms at home, 2012-14
                  • Figure 7: Bathroom fittings and accessories purchased in the last three years, 2013 and 2014
                  • Figure 8: Estimated spend on fittings and installation of replacement bathroom, May 2014
                  • Figure 9: Outlets used for purchasing bathroom fittings, May 2014
                  • Figure 10: Factors influencing choice of retailer/supplier of bathroom fittings, people who bought, ranking 1-5, May 2014
                  • Figure 11: Factors influencing choice of retailer/supplier of bathroom fittings, non-purchasers, May 2014
                  • Figure 12: Features people would pay more for, May 2014
                • What we think
                • Trend Application

                    • Mintel trend: Minimize Me
                      • Mintel trend: FSTR HYPR
                        • Mintel trend: Let’s Make a Deal
                        • Issues and Insights

                            • Is the improve not move trend influencing sales of bathrooms?
                              • The facts
                                • The implications
                                  • Are consumers really influenced by water savings?
                                    • The facts
                                      • The implications
                                        • Will smart technology emerge as an important trend in bathrooms?
                                          • The facts
                                            • The implications
                                            • Internal Market Environment

                                              • Key points
                                                • Second bathrooms, shower rooms or separate WCs
                                                  • Figure 13: Second WC and second bath/shower room, by housing tenure, England and Wales, 2010
                                                • How old are people’s bathrooms?
                                                  • Figure 14: Age of bathroom amenities in the home, by housing tenure, England and Wales, 2010
                                                • Showering is the biggest water user in the home
                                                  • Figure 15: Size of toilet cistern, by age of fittings, 2010
                                                • Showers more popular than baths
                                                  • UK Water Efficient Product Labelling Scheme
                                                    • Figure 16: BMA water efficiency labels, 2014
                                                • Broader Market Environment

                                                  • Key points
                                                    • Uplift in property transactions
                                                      • Figure 17: UK property transactions, annual, 2006-13
                                                      • Figure 18: UK property transactions, monthly, January 2011-July 2014
                                                    • London house prices rise fastest
                                                      • Figure 19: Change in average house prices, by region, 2012-13
                                                      • Figure 20: Bathroom refits and new bathrooms, London and UK, May 2014
                                                    • Multigeneration homes
                                                      • Figure 21: Percentage of men and women aged 20-34 living with parents, by age, UK, 2013
                                                    • Loft conversions and house extensions
                                                      • Renters move more often than homeowners
                                                        • Figure 22: Length of time in current home, England and Wales, 2012-13
                                                      • Ageing population
                                                        • Figure 23: Trends in the age structure of the UK population, 2009-19
                                                      • Seven in 10 have a smartphone
                                                        • Figure 24: Technology products owned, January 2012 and April 2014
                                                    • Competitive Context

                                                      • Key points
                                                        • Competitive context – Spending on the home
                                                          • Figure 25: What people spend on their homes, selected categories, 2009-13
                                                          • Figure 26: What people spend on their homes, selected categories, 2009-13 (continued)
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Virtual showroom experience
                                                                • Bathstore’s ‘boutique’
                                                                  • Cleaner toilets
                                                                    • Hand-painted toilets
                                                                      • Figure 27: Terra Artesana hand-decorated WC, July 2014
                                                                    • Highly efficient shower technology
                                                                      • Turning a bath into a sound box
                                                                        • Recycling Grey Water
                                                                        • Market Size and Segmentation

                                                                          • Key points
                                                                            • Market size and forecast
                                                                              • Figure 28: Consumer spending on bathroom furniture and accessories, 2009-19
                                                                              • Figure 29: Consumer spend on bathroom furniture and accessories, at current and constant 2014 prices, 2009-19
                                                                            • Market segmentation
                                                                              • Figure 30: Bathroom market value share, by category, 2013
                                                                              • Figure 31: Consumer spend on bathroom furniture and accessories, at current prices, 2011 and 2013
                                                                              • Figure 32: Bathroom fittings and furniture market, by category, 2011 and 2013
                                                                          • Companies and Products

                                                                            • Overview of companies and products
                                                                              • Figure 33: Leading companies in the bathroom furniture and accessories market and their brands, 2014
                                                                            • Bathroom Brands
                                                                              • Product range
                                                                                • Innovation
                                                                                  • Ideal Standard Group
                                                                                    • Background
                                                                                      • Product range
                                                                                        • Innovation
                                                                                          • Jacuzzi Spa and Bath Limited
                                                                                            • Background
                                                                                              • Product range
                                                                                                • Innovation
                                                                                                  • Kohler Mira
                                                                                                    • Background
                                                                                                      • Product range
                                                                                                        • Innovation
                                                                                                          • Masco Bathroom Group
                                                                                                            • Background
                                                                                                              • Product range
                                                                                                                • Innovation
                                                                                                                  • 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 34: Selected other bathroom suppliers, 2014
                                                                                                                                                              • Channels of Distribution

                                                                                                                                                                • Key points
                                                                                                                                                                    • Figure 35: Distribution of bathroom fittings and accessories, 2013 (est)
                                                                                                                                                                    • Figure 36: Distribution of bathroom furniture, fittings and accessories, by value, 2011 and 2013
                                                                                                                                                                  • Retailers with bathroom showrooms
                                                                                                                                                                    • Bathstore
                                                                                                                                                                      • Sales performance
                                                                                                                                                                        • Figure 37: Bathstore, sales excl VAT, 2009-13
                                                                                                                                                                        • Figure 38: Shopper profile, by age, socio-economic group and tenure, Bathstore, 2014
                                                                                                                                                                      • CP Hart
                                                                                                                                                                        • Figure 39: CP Hart, sales excl VAT, 2009-13
                                                                                                                                                                      • Other chains
                                                                                                                                                                        • Space allocated to bathroom in DIY outlets, 2013
                                                                                                                                                                          • Figure 40: Percentage of space allocated to bathroom and kitchen, B&Q, Homebase, Wickes, April 2014
                                                                                                                                                                        • B&Q (part of Kingfisher)
                                                                                                                                                                            • Figure 41: Shopper profile, by age, socio-economic group and housing tenure, B&Q, May 2014
                                                                                                                                                                          • Screwfix (part of Kingfisher)
                                                                                                                                                                            • Homebase
                                                                                                                                                                                • Figure 42: Shopper profile, by age, socio-economic group and housing tenure, Homebase, May 2014
                                                                                                                                                                              • Wickes
                                                                                                                                                                                • Figure 43: Shopper profile, by age, socio-economic group and housing tenure, Wickes, May 2014
                                                                                                                                                                              • Builders’ merchants
                                                                                                                                                                                • Travis Perkins
                                                                                                                                                                                  • Jewson
                                                                                                                                                                                    • Plumbase and Bohen (Grafton Merchanting)
                                                                                                                                                                                      • Graham
                                                                                                                                                                                        • Plumb Center (Wolseley)
                                                                                                                                                                                          • Online sellers of bathrooms
                                                                                                                                                                                            • Other non-specialist retailers
                                                                                                                                                                                              • IKEA
                                                                                                                                                                                                • Figure 44: Shopper profile, by age, socio-economic group and housing tenure, IKEA, May 2014
                                                                                                                                                                                              • Next
                                                                                                                                                                                                • Tesco
                                                                                                                                                                                                  • Asda
                                                                                                                                                                                                    • John Lewis
                                                                                                                                                                                                      • Other general retailers
                                                                                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Advertising by DIY sheds
                                                                                                                                                                                                            • Figure 45: Advertising spend on all products, DIY companies, 2013
                                                                                                                                                                                                          • Bathroom specialists top the advertising league
                                                                                                                                                                                                            • Figure 46: Main media advertising expenditure on bathroom furniture and accessories, by top 10 companies, 2010-13
                                                                                                                                                                                                            • Figure 47: Main media advertising expenditure on bathroom furniture and accessories, by company, 2013
                                                                                                                                                                                                          • TV and press dominate expenditure
                                                                                                                                                                                                            • Figure 48: Main media advertising expenditure on bathroom furniture and accessories, by media, 2010-13
                                                                                                                                                                                                            • Figure 49: Main media advertising expenditure on bathroom furniture and accessories, by type of media, 2013
                                                                                                                                                                                                          • Plumbworld launches advertising campaign
                                                                                                                                                                                                          • The Consumer – Bathrooms and Cloakrooms at Home

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Bathrooms and cloakrooms at home
                                                                                                                                                                                                                • Figure 50: Bathrooms, shower rooms, wet rooms or cloakrooms at home, 2012-14
                                                                                                                                                                                                                • Figure 51: Bathrooms, shower rooms, wet rooms or cloakrooms at home, by socio-economic group, May 2014
                                                                                                                                                                                                                • Figure 52: Bathrooms, shower rooms, wet rooms or cloakrooms at home, by housing tenure, May 2014
                                                                                                                                                                                                            • The Consumer – Bathrooms and Accessories Purchased in the Last Three Years

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Bathrooms and accessories purchased in the last three years
                                                                                                                                                                                                                  • Figure 53: Bathroom fittings and accessories purchased in the last three years, 2013 and 2014
                                                                                                                                                                                                                  • Figure 54: Bathroom fittings and accessories purchased in the last three years, by age, May 2014
                                                                                                                                                                                                                  • Figure 55: Bathroom fittings and accessories purchased in the last three years, Greater London and UK, May 2014
                                                                                                                                                                                                                  • Figure 56: Bathroom fittings and accessories purchased in the last three years, by housing tenure, May 2014
                                                                                                                                                                                                              • The Consumer – What They Spent on Bathroom Refits

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • What they spent on bathroom refits
                                                                                                                                                                                                                    • Figure 57: Estimated spend on fittings and installation of replacement bathroom, May 2014
                                                                                                                                                                                                                • The Consumer – Where They Bought Bathroom Fittings

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Where they bought bathroom fittings
                                                                                                                                                                                                                      • Figure 58: Repertoire of outlets used for purchasing bathroom fittings, May 2014
                                                                                                                                                                                                                      • Figure 59: Outlets used for purchasing bathroom fittings, May 2014
                                                                                                                                                                                                                      • Figure 60: Purchasers at DIY stores and builders’ merchants, by age, May 2014
                                                                                                                                                                                                                    • Spend by retailer used
                                                                                                                                                                                                                      • Figure 61: Estimated spend on fittings, replacement bathroom, by retailer used, May 2014
                                                                                                                                                                                                                  • The Consumer – Factors Influencing Choice of Retailer/Supplier of Bathroom Fittings

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Factors that influenced the choice of retailer – Purchasers
                                                                                                                                                                                                                        • Figure 62: Factors influencing choice of retailer/supplier of bathroom fittings, ranking 1-5, May 2014
                                                                                                                                                                                                                      • Factors that influence choice of retailer – those who have not bought bathrooms in the last three years
                                                                                                                                                                                                                        • Figure 63: Factors influencing choice of retailer/supplier of bathroom fittings, non-purchasers, May 2014
                                                                                                                                                                                                                    • The Consumer – What Features Would They Pay More For?

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • What features would they would pay more for?
                                                                                                                                                                                                                          • Figure 64: Features people would pay more for, May 2014
                                                                                                                                                                                                                        • Easy to clean
                                                                                                                                                                                                                          • Cut the bills
                                                                                                                                                                                                                            • Enhancing the shower
                                                                                                                                                                                                                              • Plenty of built-in storage
                                                                                                                                                                                                                                • Making a feature in the room
                                                                                                                                                                                                                                • Appendix – The Consumer – Bathrooms and Cloakrooms at Home

                                                                                                                                                                                                                                    • Figure 65: Bathrooms and cloakrooms in the UK's homes, by demographics, May 2014
                                                                                                                                                                                                                                    • Figure 66: Bathrooms and cloakrooms in the UK's homes, by demographics, May 2014
                                                                                                                                                                                                                                • Appendix – The Consumer – Bathrooms and Accessories Purchased in the Last Three Years

                                                                                                                                                                                                                                    • Figure 67: Consumers who have replaced bathrooms, by demographics, May 2014
                                                                                                                                                                                                                                • Appendix – The Consumer – What They Spent on Bathroom Refits

                                                                                                                                                                                                                                    • Figure 68: Most popular what they spent on bathroom refits – Bathroom fittings/accessories, by demographics, May 2014
                                                                                                                                                                                                                                    • Figure 69: Next most popular what they spent on bathroom refits – Bathroom fittings/accessories, by demographics, May 2014
                                                                                                                                                                                                                                    • Figure 70: Most popular what they spent on bathroom refits – Installation, by demographics, May 2014
                                                                                                                                                                                                                                    • Figure 71: Next most popular what they spent on bathroom refits – Installation, by demographics, May 2014
                                                                                                                                                                                                                                • Appendix – The Consumer – Where They Bought Bathroom Fittings

                                                                                                                                                                                                                                    • Figure 72: Most popular outlets used for purchasing bathroom fittings, by demographics, May 2014
                                                                                                                                                                                                                                    • Figure 73: Next most popular outlets used for purchasing bathroom fittings, by demographics, May 2014
                                                                                                                                                                                                                                    • Figure 74: Next most popular outlets used for purchasing bathroom fittings, by demographics, May 2014 (continued)
                                                                                                                                                                                                                                    • Figure 75: Most popular outlets used for purchasing bathroom fittings, by demographics, May 2014
                                                                                                                                                                                                                                    • Figure 76: Next most popular outlets used for purchasing bathroom fittings, by demographics, May 2014
                                                                                                                                                                                                                                    • Figure 77: Next most popular outlets used for purchasing bathroom fittings, by demographics, May 2014 (continued)
                                                                                                                                                                                                                                    • Figure 78: Repertoire of outlets used for purchasing bathroom fittings, by demographics, May 2014
                                                                                                                                                                                                                                • Appendix – The Consumer – What Features They Would Pay More For?

                                                                                                                                                                                                                                    • Figure 79: Most popular features people would pay more for, by demographics, May 2014
                                                                                                                                                                                                                                    • Figure 80: Next most popular features people would pay more for, by demographics, May 2014
                                                                                                                                                                                                                                    • Figure 81: Repertoire of features people would pay more for, by demographics, May 2014

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                Bathrooms and Bathroom Accessories - UK - August 2014

                                                                                                                                                                                                                                £1,995.00 (Excl.Tax)