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Bathrooms and Bathroom Accessories - UK - August 2015

“The trend to want en-suite bathrooms is encouraging home owners to add extra bathrooms, sometimes by extending their homes. This is stimulating demand for showers as well as for bathroom fittings that work well in small spaces. People also want sleek, stylish bathrooms, inspired by what they see on television as well as their experiences of staying in hotels. This is helping fuel demand for fully fitted bathroom furniture which allows them to store their possessions out of sight making for a sophisticated look in the bathroom.”
– Jane Westgarth, Senior Market Analyst

This report discusses the following key topics:

  • Bathrooms boom online
  • Are people motivated by saving water? 
  • Will the connected bathroom become a reality?

Buying a home is one of the main stimulants to refitting bathrooms so the buoyant housing market, combined with a rise in consumer confidence has meant growth in consumer spending on bathrooms from 2013-14. We expect some 15% growth from 2015-20 as the economy remains strong.

Some 70% of the population have a full body wash at least daily, predominantly by showering, and over 50% of adults say they never have a bath. The popularity of showers is translating into high demand within the bathroom market and we see more homes adding en-suite bathrooms as people who own homes improve rather than move. In the research conducted for this report 6% of purchasers said that they had bought bathroom fittings because they wanted an additional bathroom or shower room for their home.

The industry is developing bathroom fixtures and fittings that use less water and less energy. Importantly the bathroom manufacturers are helping consumers to understand and make informed decisions with a water-labelling scheme. Smaller homes and the size of additional bathrooms are also a factor influencing demand, as people need to fit everything they want into smaller spaces. We look at the factors people find important when choosing their bathrooms and some of the touch points that sway their decisions.

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:

  • Sanitary ware (washbasins, WCs and baths) 
  • Showers 
  • Shower enclosures 
  • Screens and trays
  • Fitted bathroom furniture/modular bathroom furniture 
  • Mixers and taps. 


The product areas included in bathroom accessories:

  • 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. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • Growth of 18.8% predicted over five years
            • Figure 1: Consumer spend on bathroom fittings and accessories, 2010-20
          • Complex market with many elements
            • Figure 2: Market for bathroom fittings and accessories, by segment, 2014 (est)
          • DIY retailers account for 34% of the market
            • Figure 3: Distribution of bathroom fittings and accessories, 2014 (est)
          • Buoyant housing market stimulates interest in bathrooms
            • Figure 4: UK property transactions by country, 2010-14
          • Preference for showers
            • The consumer – Bathroom fittings in their homes
              • Figure 5: Bathrooms in the UK’s homes, June 2015
            • High proportion of shower cubicles bought in the last three years
              • Figure 6: Selected bathroom fittings owned and bought in the last three years, June 2015
            • Purchases in the last three years
              • Figure 7: Bathroom fittings and accessories purchased in the last three years, June 2015
            • Channels used for buying bathroom fittings
              • Figure 8: How people purchased bathroom fittings bought in the last three years, June 2015
              • Figure 9: Where people purchased bathroom fittings bought in the last three years, June 2015
            • What triggers bathroom purchases?
              • Figure 10: Reasons for purchasing bathroom fittings bought in the last three years, June 2015
            • Factors influencing choice of retailer
              • Figure 11: Factors influencing purchases of bathroom fittings, June 2015
            • What we think
            • Issues and Insights

              • Bathrooms boom online
                • The facts
                  • The implications
                    • Are people motivated by saving water?
                      • The facts
                        • The implications
                          • Will the connected bathroom become a reality?
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Market to grow 18.8% between 2015 and 2020
                                  • Showers highly popular
                                    • Furnishing the bathroom
                                      • Bathroom specialists take 13% of the market
                                        • Lively housing market stimulates bathroom sales
                                          • Private rentals have increased in number
                                          • Market Size and Forecast

                                            • 2014-15 returns to growth
                                              • Figure 12: Consumer spend on bathroom fittings and accessories, 2010-20
                                              • Figure 13: Consumer spend on bathroom fittings, 2010-20
                                              • Figure 14: Consumer spend on bathroom accessories, 2010-20
                                          • Segment Performance

                                              • Innovation in the shower market
                                                • Fully fitted bathroom furniture
                                                  • Statement features
                                                    • Innovation in WCs
                                                      • A shower of your own
                                                        • Larger mirrors
                                                          • Advances in lighting and controls
                                                            • Figure 15: Market for bathroom fittings and accessories, by segment, 2014 (est)
                                                          • Bathroom fittings by segment
                                                            • Figure 16: Bathroom fittings market, by segment, 2012 and 2014
                                                        • Channels of Distribution

                                                            • Retailers to watch
                                                              • Online sellers
                                                                  • Figure 17: Sales, DIY retailers and selected bathroom specialists, 2010-14
                                                                  • Figure 18: Operating profit, DIY retailers and selected bathroom specialists, 2010-14
                                                                • Builders’ merchants
                                                                  • Distribution
                                                                    • Figure 19: Distribution of bathroom fittings and accessories, 2014 (est)
                                                                  • Revenues
                                                                    • Figure 20: Selected leading bathroom retailers, revenues, 2010-14
                                                                  • Operating profits
                                                                    • Figure 21: Selected leading bathroom retailers, operating profits, 2010-14
                                                                  • Mergers and acquisitions
                                                                  • Market Drivers

                                                                    • Housing market
                                                                      • Figure 22: Property transactions, UK, December 2013-May 2015
                                                                      • Figure 23: UK property transactions by country, 2010-14
                                                                    • The buy-to-let effect
                                                                      • Figure 24: Housing tenure, UK, June 2015
                                                                    • Home improvements
                                                                      • Water meters in 40% of homes
                                                                        • Water usage
                                                                          • Figure 25: Changing frequency of bathroom activities, December 2014
                                                                        • Daily washing
                                                                          • Bathroom habits
                                                                          • Key Players – What You Need To Know

                                                                            • Diverse supply chain
                                                                              • Plenty of product innovation
                                                                                • Connected home technology in the bathroom
                                                                                  • Advertising spend rises
                                                                                  • Key Players

                                                                                    • Key suppliers and their brands
                                                                                      • Figure 26: Leading companies in the bathroom furniture and accessories market and their brands, 2015
                                                                                    • Revenues
                                                                                      • Figure 27: Selected leading bathroom suppliers, revenues, 2010-14
                                                                                    • Operating profits
                                                                                      • Figure 28: Selected leading bathroom suppliers, operating profits, 2010-14
                                                                                  • Launch Activity and Innovation

                                                                                    • Retail innovation
                                                                                      • Matalan enters the online bathroom market
                                                                                        • BetterBathrooms puts the customer first
                                                                                          • Bathstore unveils luxury toilet for Wimbledon-goers
                                                                                            • Wickes targets the home improvement shopper
                                                                                              • Ikea tests new retail formats
                                                                                                • Product innovations
                                                                                                  • Bringing a spa-experience to the bathroom
                                                                                                    • Figure 29: Kaldewei’s Skin Touch technology in the bath, 2015
                                                                                                  • Connected home technology in the bathroom
                                                                                                    • Figure 30: Crosswater’s digital shower, controlled via a smartphone app, 2015
                                                                                                  • A musical shower
                                                                                                    • Flush technology cleans the entire toilet
                                                                                                      • Touch-controlled basin taps
                                                                                                        • Smart mirror for the bathroom
                                                                                                        • Brand Communication and Promotion

                                                                                                          • Advertising leaps in 2014
                                                                                                            • Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, 2011-14
                                                                                                          • Victoria Plumb ramps up marketing spend
                                                                                                            • Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, by advertiser, 2011-14
                                                                                                          • Bathroom retailers invest in TV adverts
                                                                                                            • Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, by media type, 2011-14
                                                                                                            • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, by media type, 2014
                                                                                                          • A note on adspend
                                                                                                          • The Consumer – What You Need to Know

                                                                                                            • 32% of homes have shower cubicles
                                                                                                              • Accessories bought most frequently
                                                                                                                • 29% had bought something online
                                                                                                                  • 60% used DIY shops
                                                                                                                    • Replacement is the main reason for purchases
                                                                                                                      • Factors influencing choice of retailer
                                                                                                                      • Bathrooms in the UK’s Homes

                                                                                                                        • No such thing as a typical bathroom?
                                                                                                                          • How showers are situated
                                                                                                                            • Saving water or energy
                                                                                                                              • Figure 35: Bathrooms in the UK’s homes, June 2015
                                                                                                                          • Purchases of Bathroom Fittings and Accessories

                                                                                                                              • Figure 36: Selected bathroom fittings owned and bought in the last three years, June 2015
                                                                                                                              • Figure 37: Bathroom fittings and accessories purchased in the last three years, June 2015
                                                                                                                              • Figure 38: Bathroom fittings and accessories purchased in the last three years, repertoire, June 2015
                                                                                                                              • Figure 39: Bathroom fittings and accessories purchased in the last three years, repertoire by fittings bought, June 2015
                                                                                                                          • How People Purchased Bathroom Fittings

                                                                                                                              • Figure 40: How people purchased bathroom fittings bought in the last three years, June 2015
                                                                                                                          • Where They Bought Bathroom Fittings

                                                                                                                              • Figure 41: Where people purchased bathroom fittings bought in the last three years, June 2015
                                                                                                                              • Figure 42: Where people purchased bathroom fittings bought in the last three years, repertoire, June 2015
                                                                                                                              • Figure 43: Retailers used, by repertoire of retailers used, May 2015
                                                                                                                          • Triggers for the Last Purchase of Bathroom Fittings

                                                                                                                            • Aspirational bathrooms
                                                                                                                              • More storage
                                                                                                                                • Factoring in energy and water savings
                                                                                                                                  • En-suites are desirable
                                                                                                                                    • Accessible bathrooms
                                                                                                                                      • Figure 44: Reasons for purchasing bathroom fittings bought in the last three years, June 2015
                                                                                                                                  • Factors Influencing Purchases of Bathroom Fittings

                                                                                                                                    • Plenty of choice
                                                                                                                                      • Highlighting expertise
                                                                                                                                        • People want help with planning
                                                                                                                                          • Chains will grow share of installations
                                                                                                                                            • Fair prices – of course
                                                                                                                                              • Figure 45: Factors influencing purchases of bathroom fittings, June 2015
                                                                                                                                          • CHAID Analysis

                                                                                                                                            • Methodology
                                                                                                                                              • Quality highly important to ABs aged 45+
                                                                                                                                                • Figure 46: Bathroom and bathroom accessories – CHAID – Tree output, May 2015
                                                                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                                                                              • Data sources
                                                                                                                                                • Market sizing and segment performance
                                                                                                                                                  • Fan chart forecast
                                                                                                                                                    • Abbreviations

                                                                                                                                                    Bathrooms and Bathroom Accessories - UK - August 2015

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