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Bathrooms - UK - August 2009

Mintel’s last report on this market was Bathroom Furniture and Accessories in August 2007. Since then manufacturers have been pulling out all the stops in creativity and innovation, both in design and technology, especially with products designed to achieve greater efficiency in water usage.

However, growth slowed right down in 2008 and went into reverse in 2009, with sales hit by a worsening economic environment and particularly the collapse of the housing market, which had an immediate effect on consumer confidence.

Having grown by 11% to 2007, sales then faltered in 2008 and are estimated to have fallen back in 2009 to an estimated market value of £1.02 billion. The first signs of activity currently being hinted at in the housing market can therefore only benefit the market, if not immediately.

This report assesses the main trends in the market currently and the strongest-performing sectors to help identify potential growth opportunities as the economy moves out of recession.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • It’s a tougher world out there
              • Multiplicity of choice – the upside and the down
              • Market in Brief

                • Tougher trading
                  • Core growth
                    • Fragmented
                      • What consumers want
                        • A stronger future
                        • Internal Market Environment

                          • Key points
                            • Numbers slowly on the up
                              • Figure 1: Number of bathrooms in the home, 2004-08
                            • How people use their bathrooms
                              • Figure 2: Attitudes towards showers versus baths, August 2008
                            • Bath users savour the experience
                              • Figure 3: Attitudes towards bath, soap and shower products, August 2008
                            • Stay where you are
                              • Government initiatives for sustainability
                                • Saved water and safer water
                                  • Reducing waste
                                    • Wider support
                                      • The meter reader arrives
                                        • Can someone else do it?
                                          • Figure 4: Agreement with attitudinal statement relating to DIY, 2004-08
                                        • Easier access for all
                                        • Broader Market Environment

                                          • Key points
                                            • Economy slows
                                              • Figure 5: GDP, PDI and consumer expenditure, at 2004 prices, 2004-14
                                            • Immediate effect on housing market
                                              • Figure 6: UK housing market – number of transactions, average house prices and number of years between moves, 2004-14
                                            • A halt to borrowing?
                                              • Figure 7: Trends in housing equity withdrawal, quarterly 2004-Q1 2009
                                            • Underlying driver
                                              • Figure 8: UK households and size of households, 2004-14
                                            • Disposable incomes
                                              • Figure 9: Structure of the UK adult population, by socio-economic group, 2004-14
                                            • Pockets of growth potential
                                              • Figure 10: Structure of the UK population, by age, 2004-14
                                            • Doing the research
                                              • Figure 11: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group and age, 2002-09
                                          • Competitive Context

                                            • Key points
                                              • Household spending restrained
                                                • Figure 12: Comparison of bathrooms with other household markets, 2004-08
                                              • Making more of the home
                                                • Figure 13: Home extensions, 2004-08
                                              • Setting priorities
                                                • Figure 14: Expenditure priorities, 2007-09
                                            • Strengths and Weaknesses in the Market

                                              • Strengths
                                                • Weaknesses
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Reducing environmental impact
                                                      • Safe and sound
                                                        • Style and design
                                                          • Materials and design
                                                            • Ease of use
                                                              • Lighting for function and mood
                                                                • Cutting chores
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Strong growth halted
                                                                      • Figure 15: UK consumer market for bathroom furniture and accessories, 2004-14
                                                                    • Looking forward
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Bathroom furniture and accessories
                                                                          • Figure 16: UK consumer market for bathroom furniture and accessories, by type, 2004-08
                                                                        • Bathroom furniture feels the impact
                                                                          • Figure 17: UK consumer market for bathroom furniture and fittings, by value, 2004-14
                                                                        • Designing for today into the future
                                                                          • Making the most of a small space
                                                                            • The changing face of bathrooms
                                                                              • Figure 18: UK consumer market for bathroom furniture, by product type, 2004-08
                                                                            • Showers are taking over
                                                                              • A tranquil haven
                                                                                • Newer ways with baths and basins
                                                                                  • Splashing out
                                                                                    • Taps with extra flair
                                                                                      • Bathroom accessories flourishing
                                                                                        • Figure 19: UK consumer market for bathroom accessories, by value, 2004-14
                                                                                      • Function-wise
                                                                                        • Figure 20: UK consumer market for bathroom accessories, by type, 2004-08
                                                                                    • Companies and Brands

                                                                                      • Key points
                                                                                        • Manufacturers and brands
                                                                                          • Figure 21: Leading companies in the bathrooms market and their brands, 2009
                                                                                        • Overview
                                                                                          • Major players
                                                                                            • Ideal Standard Group
                                                                                              • Jacuzzi UK Group plc
                                                                                                • Kohler Mira
                                                                                                  • Masco Bathroom Group
                                                                                                    • Qualceram Shires plc
                                                                                                      • Roca UK
                                                                                                        • Roper Rhodes Ltd
                                                                                                          • Showerlux UK Ltd
                                                                                                            • Twyford Bathrooms
                                                                                                              • Villeroy & Boch
                                                                                                                • VitrA UK
                                                                                                                  • Other companies
                                                                                                                    • Figure 22: Selected other suppliers of bathroom furniture, fittinings and accessories, 2009
                                                                                                                • Brand Elements

                                                                                                                  • Key points
                                                                                                                    • Brand map
                                                                                                                        • Figure 23: Attitudes towards and usage of bathroom brands, June 2009
                                                                                                                      • Brand qualities of bathroom brands
                                                                                                                        • B&Q most functional, Bathstore most stylish
                                                                                                                          • Figure 24: Personalities of various bathroom brands, June 2009
                                                                                                                        • Experience of bathroom brands
                                                                                                                          • B&Q most popular, Bathstore lacks awareness
                                                                                                                            • Figure 25: Consumer usage of various bathroom brands, June 2009
                                                                                                                          • Brand intentions for bathroom brands
                                                                                                                            • Specialists less considered
                                                                                                                              • Figure 26: Consideration of various bathroom brands, June 2009
                                                                                                                            • Brand satisfaction for bathroom brands
                                                                                                                              • Bathstore best for customers
                                                                                                                                • Figure 27: Satisfaction with various bathroom brands, June 2009
                                                                                                                              • Brand commitment to bathroom brands
                                                                                                                                • DIY stores lack loyalty, Bathstore alienates some
                                                                                                                                  • Figure 28: Commitment to various bathroom brands, June 2009
                                                                                                                                • B&Q
                                                                                                                                  • What the consumer thinks
                                                                                                                                    • Figure 29: Attitudes towards the B&Q brand, June 2009
                                                                                                                                  • Homebase
                                                                                                                                    • What the consumer thinks
                                                                                                                                      • Figure 30: Attitudes towards the Homebase brand, June 2009
                                                                                                                                    • Bathstore
                                                                                                                                      • What the consumer thinks
                                                                                                                                        • Figure 31: Attitudes towards the Bathstore brand, June 2009
                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                      • Key points
                                                                                                                                        • Some budgets cut
                                                                                                                                          • Figure 32: Main media advertising expenditure on bathrooms, 2005-08
                                                                                                                                        • The merits of print and TV
                                                                                                                                          • Figure 33: Main media advertising expenditure on bathroom furniture and accessories, by channel, 2005-08
                                                                                                                                        • Direct communications
                                                                                                                                          • The big chains dominate
                                                                                                                                            • Figure 34: Main media advertising expenditure on bathrooms, 2005-08
                                                                                                                                          • The indirect approach
                                                                                                                                          • Channels to Market

                                                                                                                                            • Key points
                                                                                                                                              • Builders and plumbers lead
                                                                                                                                                • Figure 35: Distribution of bathroom furniture and accessories, 2004-08
                                                                                                                                                • Figure 36: Multiple retailers, number of outlets in UK and RoI, August 2009
                                                                                                                                              • The specialists
                                                                                                                                                • DIY slightly eroded
                                                                                                                                                  • New online opportunities
                                                                                                                                                    • Figure 37: Selected online vendors of bathroom furniture and accessories, August 2009
                                                                                                                                                • Ownership and Purchase

                                                                                                                                                  • Key points
                                                                                                                                                    • Purchase rates
                                                                                                                                                      • Figure 38: Bathroom fittings, 2005-08
                                                                                                                                                    • Affluence is all
                                                                                                                                                      • Figure 39: Bathroom facilities in home, May 2009
                                                                                                                                                    • A choice not open to all
                                                                                                                                                    • Factors Influencing Choice

                                                                                                                                                      • Key points
                                                                                                                                                        • Clear priorities
                                                                                                                                                          • Figure 40: Features or services important when buying a new bathroom, May 2009
                                                                                                                                                        • Getting someone in
                                                                                                                                                          • Project design and payment
                                                                                                                                                            • A touch of luxury
                                                                                                                                                              • Do women make all the decisions?
                                                                                                                                                                • Figure 41: Key demographic differences in features or services important when choosing a new bathroom, May 2009
                                                                                                                                                            • Consumer Attitudes and Typologies

                                                                                                                                                              • Key points
                                                                                                                                                                • Plan carefully and think ahead
                                                                                                                                                                  • Figure 42: Attitudes towards bathrooms, May 2009
                                                                                                                                                                • What this means for purchase
                                                                                                                                                                  • How consumers vary in their attitudes
                                                                                                                                                                    • Figure 43: Key demographic differences in attitudes towards bathrooms, May 2009
                                                                                                                                                                  • Consumer typologies
                                                                                                                                                                    • Figure 44: Consumer typologies, May 2009
                                                                                                                                                                  • Bathroom on a Budget (16%)
                                                                                                                                                                    • Relaxers (22%)
                                                                                                                                                                      • Quality Showers (21%)
                                                                                                                                                                        • Apathetic (40%)
                                                                                                                                                                          • How the typologies would choose a bathroom
                                                                                                                                                                            • Figure 45: Features or services important when buying a new bathroom, by typologies, May 2009
                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                            • Figure 46: Number of bathrooms in the home, by demographics, 2004-08
                                                                                                                                                                            • Figure 47: Agreement with attitudinal statement relating to DIY, by demographics, 2008
                                                                                                                                                                        • Appendix – Ownership and Purchase

                                                                                                                                                                            • Figure 48: Ownership and purchasing of bathroom fittings, by demographics, 2008
                                                                                                                                                                            • Figure 49: Bathroom facilities in home, by demographics, May 2009
                                                                                                                                                                        • Appendix – Factors Influencing Choice

                                                                                                                                                                            • Figure 50: Most popular features or services important when buying a new bathroom, by demographics, May 2009
                                                                                                                                                                            • Figure 51: Other features or services important when buying a new bathroom, by demographics, May 2009
                                                                                                                                                                            • Figure 52: Other features or services important when buying a new bathroom, by demographics, May 2009
                                                                                                                                                                        • Appendix – Consumer Attitudes and Typologies

                                                                                                                                                                            • Figure 53: Most popular attitudes towards bathrooms, by demographics, May 2009
                                                                                                                                                                            • Figure 54: Other attitudes towards bathrooms, by demographics, May 2009
                                                                                                                                                                            • Figure 55: Other attitudes towards bathrooms, by demographics, May 2009
                                                                                                                                                                            • Figure 56: Consumer typologies, by demographics, May 2009
                                                                                                                                                                            • Figure 57: Bathroom facilities in home, by typologies, May 2009
                                                                                                                                                                            • Figure 58: Attitudes towards bathrooms, by typologies, May 2009

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                        • Amazon.co.uk
                                                                                                                                                                        • Apollo Advisors, L.P.
                                                                                                                                                                        • Argos
                                                                                                                                                                        • Armitage Shanks
                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                        • Bain Capital LLC
                                                                                                                                                                        • Bank of England
                                                                                                                                                                        • Bathroom Manufacturers Association
                                                                                                                                                                        • Bathstore.com Plc
                                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                        • Colourwash Ltd
                                                                                                                                                                        • Council of Mortgage Lenders
                                                                                                                                                                        • Croydex Group plc
                                                                                                                                                                        • Dartington Crystal (Torrington) Limited
                                                                                                                                                                        • Debenhams Total (GTV)
                                                                                                                                                                        • Department for Environment, Food & Rural Affairs
                                                                                                                                                                        • Dolphin
                                                                                                                                                                        • Focus Group
                                                                                                                                                                        • GUS
                                                                                                                                                                        • Heritage Bathrooms Plc
                                                                                                                                                                        • Home Retail Group
                                                                                                                                                                        • Homebase Ltd
                                                                                                                                                                        • House of Fraser Plc
                                                                                                                                                                        • Ideal-Standard
                                                                                                                                                                        • IKEA
                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                        • Jacuzzi UK Group PLC
                                                                                                                                                                        • John Lewis Partnership
                                                                                                                                                                        • Just Add Water
                                                                                                                                                                        • Kingfisher Group
                                                                                                                                                                        • Kingfisher UK & Ireland
                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                        • Market & Opinion Research International (MORI)
                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                        • Masco Corporation Ltd
                                                                                                                                                                        • Matki PLC
                                                                                                                                                                        • MFI Furniture Group Plc
                                                                                                                                                                        • Moben
                                                                                                                                                                        • National Lottery Commission
                                                                                                                                                                        • Netto Foodstores Ltd
                                                                                                                                                                        • Next Group
                                                                                                                                                                        • Odeon Cinemas
                                                                                                                                                                        • Office for National Statistics
                                                                                                                                                                        • Permira Advisers Ltd
                                                                                                                                                                        • Qualceram Shires Plc
                                                                                                                                                                        • Roper Rhodes Ltd
                                                                                                                                                                        • Royal Doulton
                                                                                                                                                                        • Sharps
                                                                                                                                                                        • SHOWERLUX U.K. Limited
                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                        • The HomeForm Group
                                                                                                                                                                        • Travis Perkins PLC
                                                                                                                                                                        • Travis Perkins Retail
                                                                                                                                                                        • Twyford Bathrooms
                                                                                                                                                                        • Villeroy & Boch AG
                                                                                                                                                                        • Waitrose
                                                                                                                                                                        • Watermark Group
                                                                                                                                                                        • Waterwise
                                                                                                                                                                        • Wembley National Stadium
                                                                                                                                                                        • Whirlpool Corporation
                                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                                        • Wolseley plc

                                                                                                                                                                        Bathrooms - UK - August 2009

                                                                                                                                                                        £1,995.00 (Excl.Tax)