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Bathrooms and Bathroom Accessories - UK - August 2016

“When households think about choosing a bathroom retailer for a refit, full-service retailers that offer fitting and planning services top their priorities, so services have become an essential factor in the marketing mix. More than 60% of British homes share one bathroom and people want to manage the clutter that comes with this, including more storage space, cupboards to keep toiletries and cleaning products out of sight and useful caddies in the shower. This creates plenty of ways for retailers to add value to a bathroom makeover. More than this, people want a pleasing ambience in their rooms and this helps drive demand for bathroom accessories, as well as finishing off the room with the right lighting.”
– Jane Westgarth, Senior Market Analyst

This report answers the following questions:

  • How much influence does the builder/fitter have in choosing where to buy?
  • What are the key factors that influence choice of bathroom retailer?
  • Are people interested in water-saving bathrooms?

For the purposes of this Report, Mintel has used the following 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:

  • 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

          • The market
            • 2015 was a strong year for the bathroom market
              • Figure 1: Consumer spending on bathrooms, 2011-21
            • Diverse market with many elements
              • Figure 2: Market for bathroom fittings and accessories, by segment, 2015 (Est)
            • Demand for bathrooms is closely linked to the housing market
              • Figure 3: Property transactions in the UK, 2007-17
            • Companies, brands and innovation
              • Bathstore builds market share
                • DIY stores lead the market
                  • Victoria Plum grows to become a substantial competitor
                    • Figure 4: Distribution of bathrooms, 2015 (Est)
                  • Virtual reality likely to emerge as important marketing tool
                    • In-store touchscreens allow retailers to show broader ranges
                      • Advances in toilet design
                        • Recreating a spa experience
                          • Connected home technology in the bathroom
                            • The consumer
                              • Adults prefer to shower
                                • Interest in innovation
                                  • Figure 5: Interest in new areas of innovation, October 2015
                                • 62% of homes have just one bathroom
                                  • Figure 6: Number of bathrooms in household, June 2016
                                • Sharing bathrooms is commonplace
                                  • 34% of households have a separate toilet
                                    • Young adults most likely to revamp bathrooms
                                      • Households likely to refit bathrooms one to three years following house move
                                        • Typical revamp costs £2,000
                                          • Figure 7: Cost of refit by DIY, builder or retailer, June 2016
                                        • 47% appointed their own fitter
                                          • Figure 8: Refit by DIY, builder or retailer, June 2016
                                        • Builders influence decisions about where to buy
                                          • Figure 9: Bathroom fitting decisions, June 2016
                                        • 47% bought bathroom accessories
                                          • Replacement of bathroom fittings
                                            • Figure 10: Bathroom fittings replaced in the last 3 years, June 2016
                                          • DIY stores dominate the bathroom market
                                            • Figure 11: Retailers used for bathroom furniture/fittings, June 2016
                                          • Retail choice is highly influenced by services
                                            • Figure 12: Factors influencing choice of retailers/suppliers, June 2016
                                          • Keeping control of the clutter
                                            • Figure 13: Importance of bathroom features, June 2016
                                          • What we think
                                          • Issues and Insights

                                            • How much influence does the builder/fitter have in choosing where to buy?
                                              • The facts
                                                • The implications
                                                  • What are the key factors that influence choice of bathroom retailer?
                                                    • The facts
                                                      • The implications
                                                        • Are people interested in water-saving bathrooms?
                                                          • The facts
                                                            • The implications
                                                            • The Market – What You Need to Know

                                                              • Bathroom makeovers linked with housing market
                                                                • Uncertain outlook
                                                                  • 40% of spending is on core sanitary ware
                                                                    • DIY stores dominate
                                                                      • Adults prefer to shower
                                                                        • Multi-generation households
                                                                          • Water meters in 48% of homes
                                                                            • Number of UK homes will grow 4% in five years
                                                                              • The housing market
                                                                                • Changes in the buy-to-let market
                                                                                  • Home extensions and improvements
                                                                                  • Market Size and Forecast

                                                                                    • Uncertainty governs consumer sentiment
                                                                                      • Figure 14: Consumer spending on bathrooms, 2011-21
                                                                                    • Flat market conditions
                                                                                      • Figure 15: Consumer spending on bathrooms, 2011-21
                                                                                    • Forecasts for bathroom fittings
                                                                                      • Figure 16: Consumer spending on bathroom fittings, 2011-21
                                                                                    • Forecasts for bathroom accessories
                                                                                      • Figure 17: Consumer spending on bathroom accessories, 2011-21
                                                                                    • 6% growth in 2015
                                                                                      • Figure 18: Consumer spending on bathrooms, 2011-16
                                                                                    • Forecast methodology
                                                                                    • Market Segmentation

                                                                                        • Figure 19: Consumer spending on bathroom fittings, 2011-21
                                                                                        • Figure 20: Consumer spending on bathroom accessories, 2011-21
                                                                                      • Baths, basins and WCs account for 40% of spending
                                                                                        • Figure 21: Market for bathroom fittings and accessories, by segment, 2015 (Est)
                                                                                      • Bathroom furniture shows fastest growth
                                                                                        • Figure 22: Bathroom fittings market, by segment, 2012-15
                                                                                      • Fitting furniture in the bathroom
                                                                                        • Innovation in the shower market
                                                                                          • Curves return to shower heads
                                                                                            • Statement features
                                                                                              • Innovation in WCs
                                                                                                • A shower of your own
                                                                                                  • Larger mirrors
                                                                                                    • Advances in lighting and controls
                                                                                                    • Channels to Market

                                                                                                      • Multiples gaining market share
                                                                                                        • Figure 23: Distribution of bathrooms, by retailer, 2015 (Est)
                                                                                                      • Victoria Plum makes the highest gains
                                                                                                        • Figure 24: Changes to distribution of bathrooms, by retailer, 2011-15 (Est)
                                                                                                    • Market Drivers

                                                                                                      • 67% of adults prefer to shower
                                                                                                        • Figure 25: Attitudes towards bathing and showering – I prefer to shower Vs. I prefer to have a bath, October 2015
                                                                                                      • High level of interest in water saving
                                                                                                        • Figure 26: Interest in new areas of innovation, October 2015
                                                                                                      • Efficient use of water
                                                                                                        • Multi-generation households
                                                                                                          • Figure 27: Young adults living with their parents, by age and gender, 2015
                                                                                                        • Water meters in 48% of homes
                                                                                                          • Housing Stock and the Housing Market
                                                                                                            • Number of UK homes will grow 4% in five years
                                                                                                              • The housing market
                                                                                                                • Figure 28: Property transactions in the UK, 2007-17
                                                                                                              • Changes in the buy-to-let market
                                                                                                                • 17% live in private rented property
                                                                                                                  • Figure 29: Household tenure, June 2016
                                                                                                                • 52% of those in private rented property are 16-34
                                                                                                                  • Figure 30: Household tenure, by age, June 2016
                                                                                                                • Home extensions and improvements
                                                                                                                  • Figure 31: Extensions and conservatories in the last three years, by age and socio-economic group, November 2015
                                                                                                                • Regulatory and Legislative Changes
                                                                                                                  • Voluntary water labelling
                                                                                                                    • Figure 32: Water labelling, 2016
                                                                                                                  • Building regulations changed in 2010
                                                                                                                    • Relaxation of planning rules
                                                                                                                    • Companies and Brands – What You Need to Know

                                                                                                                      • Ideal Standard is the UK’s largest supplier
                                                                                                                        • Retailers’ expansion into bathrooms
                                                                                                                          • Focus on full service
                                                                                                                            • Promotional policies
                                                                                                                              • Loyalty cards
                                                                                                                                • Encouraging trade custom
                                                                                                                                  • Product innovation
                                                                                                                                    • Retail innovation
                                                                                                                                    • Suppliers

                                                                                                                                      • Takeovers
                                                                                                                                        • Key suppliers and their brands
                                                                                                                                          • Figure 33: Leading companies in the bathroom furniture and accessories market and their brands, 2015
                                                                                                                                        • Key supplier revenues
                                                                                                                                          • Figure 34: Selected leading bathroom suppliers, revenue MSP, 2011-15
                                                                                                                                        • Key supplier operating profits
                                                                                                                                          • Figure 35: Selected leading bathroom suppliers, operating profit, 2011-15
                                                                                                                                      • Retailers

                                                                                                                                        • Revenues of selected bathroom retailers
                                                                                                                                          • Figure 36: Selected leading bathroom retailers, total company revenues, 2011-15
                                                                                                                                        • Operating profits of bathroom retailers
                                                                                                                                          • Figure 37: Selected leading bathroom retailers, operating profits, 2011-15
                                                                                                                                        • Operating margin of bathroom retailers
                                                                                                                                          • Figure 38: Selected leading bathroom retailers, operating margin, 2011-15
                                                                                                                                        • Changes in the DIY sector
                                                                                                                                          • Attracting small builders
                                                                                                                                            • Bathstore is the only major specialist
                                                                                                                                              • Other bathroom specialists
                                                                                                                                                • Wren enters the bathroom market
                                                                                                                                                  • Matalan Direct
                                                                                                                                                    • IKEA serving a niche market
                                                                                                                                                      • Other retailers
                                                                                                                                                      • Competitive Strategies

                                                                                                                                                        • Convenience is king
                                                                                                                                                          • Wren adds bathrooms
                                                                                                                                                            • Matalan adds bathrooms online
                                                                                                                                                              • Focus on full service
                                                                                                                                                                • B&Q goes an extra mile to assure people about its fitters
                                                                                                                                                                  • Exclusive branding elevates own-label
                                                                                                                                                                    • Never-ending sales
                                                                                                                                                                      • Loyalty cards
                                                                                                                                                                        • Encouraging trade custom
                                                                                                                                                                        • Launch Activity and Innovation

                                                                                                                                                                          • Virtual reality makes shoppers feel as though they are in the room
                                                                                                                                                                            • In-store touchscreens allow retailers to show broader ranges
                                                                                                                                                                              • Figure 39: CP Hart, touchscreen in-store, June 2016
                                                                                                                                                                            • Rimless toilets
                                                                                                                                                                              • Shower toilets
                                                                                                                                                                                • Spa experience in the bathroom
                                                                                                                                                                                  • Figure 40: Kaldewei’s Skin Touch technology in the bath, 2015
                                                                                                                                                                                • Connected home technology in the bathroom
                                                                                                                                                                                  • Figure 41: Crosswater’s digital shower, controlled via a smartphone app, 2015
                                                                                                                                                                                • A musical shower
                                                                                                                                                                                  • Touch-controlled basin taps
                                                                                                                                                                                    • Smart mirror for the bathroom
                                                                                                                                                                                    • Advertising and Marketing Activity

                                                                                                                                                                                      • £30.6 million advertising in 2015
                                                                                                                                                                                        • Figure 42: Total above-the line, online display and direct mail advertising expenditure on bathrooms, 2012-15
                                                                                                                                                                                      • Two online retailers in the top three advertisers
                                                                                                                                                                                        • Figure 43: Above-the line, online display and direct mail advertising expenditure on bathrooms, top 10, 2012-15
                                                                                                                                                                                      • Television dominates media spend
                                                                                                                                                                                        • Figure 44: Above-the line, online display and direct mail advertising expenditure on bathrooms, by media, 2012-15
                                                                                                                                                                                      • Advertising specifics
                                                                                                                                                                                        • Bathstore – “Bathrooms Matter”
                                                                                                                                                                                          • Victoria Plum emphasises that its operating costs are cheaper
                                                                                                                                                                                            • Victorian Plumbing features flying delivery vans
                                                                                                                                                                                              • Advert banned for being misleading
                                                                                                                                                                                                • Nielsen Ad Intel coverage
                                                                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                                                                  • 27% of bathrooms revamped in the last three years
                                                                                                                                                                                                    • People are most likely to appoint their own fitter
                                                                                                                                                                                                      • Broad appeal of bathroom accessories
                                                                                                                                                                                                        • DIY stores dominate the bathrooms market
                                                                                                                                                                                                          • Consumers’ store choice is highly influenced by services
                                                                                                                                                                                                            • Keeping things organised
                                                                                                                                                                                                            • Number of Bathrooms in the UK’s Homes

                                                                                                                                                                                                              • 62% of homes have just one bathroom
                                                                                                                                                                                                                • Figure 45: Number of bathrooms in household, June 2016
                                                                                                                                                                                                              • 55% of ABs have two or more bathrooms
                                                                                                                                                                                                                • Figure 46: Number of bathrooms in household, by socio-economic group, June 2016
                                                                                                                                                                                                              • Homeowners most likely to have more than one bathroom
                                                                                                                                                                                                                • Figure 47: Number of bathrooms in household, by household tenure, June 2016
                                                                                                                                                                                                              • Sharing bathrooms
                                                                                                                                                                                                                • Figure 48: Number of bathrooms in household, by number of people in the household, June 2016
                                                                                                                                                                                                              • Separate toilet/cloakroom in household
                                                                                                                                                                                                                • Figure 49: Separate toilet/cloakroom in household, June 2016
                                                                                                                                                                                                              • Owner-occupiers most likely to have separate cloakrooms
                                                                                                                                                                                                                • Figure 50: Separate toilet/cloakroom in household, by tenure, June 2016
                                                                                                                                                                                                            • Purchasers of Bathrooms and Cloakrooms

                                                                                                                                                                                                              • Young adults most likely to revamp bathrooms
                                                                                                                                                                                                                • Figure 51: Bathrooms/showers/cloakrooms fitted in the last three years, by age and socio-economic group, June 2016
                                                                                                                                                                                                              • Owner-occupiers are the key target group
                                                                                                                                                                                                                • Households likely to refit bathrooms one to three years following house move
                                                                                                                                                                                                                  • Figure 52: Bathrooms/showers/cloakrooms fitted in the last three years, by household tenure and length of time in current home, June 2016
                                                                                                                                                                                                                • Londoners significantly more likely to refit bathrooms
                                                                                                                                                                                                                  • Figure 53: Bathrooms/showers/cloakrooms fitted in the last three years, by region, June 2016
                                                                                                                                                                                                                • Elements of bathroom purchases
                                                                                                                                                                                                                  • Figure 54: Selected bathroom fittings owned and bought in the last three years, June 2015
                                                                                                                                                                                                              • What They Spent on Bathroom Refits

                                                                                                                                                                                                                  • Figure 55: Cost of refit by DIY, builder or retailer, June 2016
                                                                                                                                                                                                              • Who Refitted the Bathroom?

                                                                                                                                                                                                                • 47% appointed their own fitter
                                                                                                                                                                                                                  • Figure 56: Refit by DIY, builder or retailer, June 2016
                                                                                                                                                                                                                • Trust in the builder
                                                                                                                                                                                                                  • Figure 57: Refit by DIY, builder or retailer, by age and socio-economic group, June 2016
                                                                                                                                                                                                                • More than half of owner-occupiers appoint their own fitter
                                                                                                                                                                                                                  • Figure 58: Refit by DIY, builder or retailer, by household tenure and length of time in current home, June 2016
                                                                                                                                                                                                                • Who had the most say in deciding where to buy?
                                                                                                                                                                                                                  • Figure 59: Bathroom fitting decisions, June 2016
                                                                                                                                                                                                                  • Figure 60: Bathroom fitting decisions, by who had the most say, June 2016
                                                                                                                                                                                                              • Bathroom Accessory Purchasers

                                                                                                                                                                                                                  • Figure 61: Purchase of bathroom accessories, June 2016
                                                                                                                                                                                                                • Accessories have broad appeal
                                                                                                                                                                                                                  • Figure 62: Purchase of bathroom accessories, by age and socio-economic group, June 2016
                                                                                                                                                                                                                • Broad appeal for accessories
                                                                                                                                                                                                                  • Figure 63: Purchase of bathroom accessories, by household tenure and length of time in current home, June 2016
                                                                                                                                                                                                                • Replacement of bathroom fittings
                                                                                                                                                                                                                  • Figure 64: Bathroom fittings replaced in the last 3 years, June 2016
                                                                                                                                                                                                                • Broad range of households have replaced fittings
                                                                                                                                                                                                                  • Figure 65: Bathroom fittings replaced in the last 3 years, by household tenure and length of time in current home, June 2016
                                                                                                                                                                                                              • Where They Bought Bathrooms

                                                                                                                                                                                                                • DIY stores dominate the bathrooms market
                                                                                                                                                                                                                  • Figure 66: Retailers used for bathroom furniture/fittings, June 2016
                                                                                                                                                                                                                • DIY retailers by age and socio-economic group
                                                                                                                                                                                                                  • Figure 67: Retailers used for bathroom furniture/fittings – DIY retailers, by age and socio-economic group, June 2016
                                                                                                                                                                                                                • 53% use one store
                                                                                                                                                                                                                  • Figure 68: Retailers used for bathroom furniture/fittings, repertoire, June 2016
                                                                                                                                                                                                                • Bought in-store or online
                                                                                                                                                                                                                  • Figure 69: How people purchased bathroom fittings bought in the last three years, June 2015
                                                                                                                                                                                                              • Factors Influencing Choice of Retailers/Suppliers

                                                                                                                                                                                                                  • Figure 70: Factors influencing choice of retailers/suppliers, June 2016
                                                                                                                                                                                                                  • Figure 71: Factors influencing choice of retailers/suppliers, owner-occupiers, June 2016
                                                                                                                                                                                                              • Importance of Bathroom Features

                                                                                                                                                                                                                • Storage to keep the clutter out of sight
                                                                                                                                                                                                                  • Figure 72: Importance of bathroom features, June 2016
                                                                                                                                                                                                                • Key demographic differences
                                                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                                                      • Consumer research methodology
                                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                                        • Forecast methodology

                                                                                                                                                                                                                        Companies Covered

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

                                                                                                                                                                                                                        Bathrooms and Bathroom Accessories - UK - August 2016

                                                                                                                                                                                                                        US $2,672.70 (Excl.Tax)