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Kitchens and Kitchen Furniture - UK - September 2011

This report monitors the consumer market for kitchen furniture through all channels. Estimates include retail sales to consumers plus trade sales via local traders including builders and interior design specialists. Market sizes reflect this clarification of the report’s definition.

The report addresses fitted and freestanding kitchen furniture, including:

  • storage units such as cupboards, shelving and dressers
  • work surfaces
  • tables
  • chairs and stools.

The kitchen furniture market consists of both single furniture items and complete fitted systems. The latter frequently includes non-furniture items, such as sinks and taps (plumbing supplies) as well as appliances bought as part of a kitchen and installation costs. Nevertheless, these non-furniture items are integral to the price charged for a fitted kitchen, and are covered in this report. Inevitably it is not straightforward to separate out retail and trade sales; the data shown in the report represent Mintel’s best estimates of the consumer market for kitchens. There is also an element of unquantifiable overlap with dining room furniture in the area of tables and chairs.

Excluded

  • Furniture sold for non-domestic use
  • Kitchens and constituent parts sold to the building trade for installation in new build homes and redevelopments
  • Appliances, except those integral to a fitted kitchen
  • Second-hand furniture.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer market for kitchens, best- and worst-case forecast, 2006-16
            • Market factors
              • Figure 2: Agreement with attitudinal statements relating to the home, 2010
            • Companies, brands and innovation
              • Figure 3: Estimated shares of the UK consumer market for kitchens, by value, 2010
            • The consumer
              • Figure 4: Plans for kitchen refurbishment, June 2011
              • Figure 5: What respondents would buy next time they refit a kitchen, June 2011
              • Figure 6: How consumers will buy their next kitchen, June 2011
              • Figure 7: Customer typologies for kitchens, June 2011
            • What we think
            • Issues in the Market

                • How much is the internet influencing the way people shop for kitchens?
                  • Has the replacement cycle for kitchens slowed?
                    • Are consumers improving rather than moving?
                      • How important is DIY installation in the market for kitchens?
                        • How much are consumers influenced by sustainability issues?
                        • Future Opportunities

                            • Trend: Experience is all
                              • Trend: Home of the senses
                              • Internal Market Environment

                                • Key points
                                  • Volumes are down in difficult conditions
                                    • Figure 8: Purchasing activity for kitchens, percentage and number, 2006-10
                                    • Figure 9: Percentage buying kitchens, by socio-economic group, 2010
                                  • More people admit to enjoying cooking
                                    • Figure 10: Agreement with attitudinal statements relating to the home, 2006-10
                                  • Free time at home
                                    • Attitudes towards home improvements
                                      • Figure 11: Agreement with attitudinal statements relating to home improvements, by gender, 2010
                                    • Don’t move, extend
                                      • Figure 12: Ownership of home extensions, 2006-10
                                    • The environment takes a back seat
                                      • Figure 13: Trends in agreement with attitudinal statements relating to the home, 2006-10
                                  • Broader Market Environment

                                    • Key points
                                      • Explosion of broadband
                                        • Figure 14: Broadband penetration, 2004-10
                                      • Saving more in hard times
                                        • Figure 15: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                      • Some 3 million more homes in a decade
                                        • Figure 16: UK households, by size, 2006-16
                                      • Upwardly mobile population
                                        • Figure 17: Forecast adult population trends, by socio-economic group, 2006-16
                                      • House price inflation
                                        • Figure 18: Average house prices, 2005-10
                                      • Drop in house moves
                                        • Figure 19: Residential property transactions, by quarter, 2006-11
                                      • UK housing stock
                                        • Figure 20: Total number of UK dwellings, by tenure, 1996-2010
                                    • Competitive Context

                                      • Key points
                                        • Spending on household products
                                          • Figure 22: Comparison of kitchen with other household markets, 2006-10 and 2011
                                      • Strengths and Weaknesses in the Market

                                        • Strengths
                                          • Weaknesses
                                          • Market Size and Segmentation

                                            • Key points
                                              • Consumer spend on kitchens
                                                • Figure 23: value sales for kitchen furniture and accessories, 2006-16
                                              • Declining sales and weak demand
                                                • Figure 24: Kitchen furniture and accessories, 2006-16
                                              • Style and innovation
                                                • Good value for consumers
                                                  • Slow recovery
                                                    • Key factors for the future
                                                      • Forecast
                                                        • Figure 25: Consumer expenditure on kitchens, 2006-16
                                                    • Who’s Innovating?

                                                      • Style and colour
                                                        • Customised doors
                                                          • Environmentally friendly kitchens
                                                            • Kitchen layouts
                                                              • Storage innovation
                                                                • New technology
                                                                  • Concept kitchens
                                                                  • Companies and Products

                                                                      • Figure 26: Multiple retailers, number of outlets in UK and RoI, August 2011
                                                                    • Magnet
                                                                      • Howdens Joinery
                                                                        • B&Q
                                                                          • Moben/Kitchens Direct (now in administration)
                                                                            • Homebase
                                                                              • Wickes
                                                                                • IKEA
                                                                                  • Other companies
                                                                                    • Wren Kitchens
                                                                                      • Omega
                                                                                        • Symphony
                                                                                          • Smallbone/Mark Wilkinson
                                                                                            • Fired Earth
                                                                                              • John Lewis
                                                                                                • Jewson
                                                                                                  • Travis Perkins
                                                                                                    • Buildbase
                                                                                                      • Screwfix
                                                                                                        • Other
                                                                                                        • Channels of Distribution

                                                                                                          • Key points
                                                                                                            • Channels of distribution
                                                                                                              • Figure 27: Estimated shares of the UK consumer market for kitchens, 2006-10
                                                                                                            • Changing retail scene
                                                                                                              • Independents
                                                                                                                • Builders’ merchants
                                                                                                                  • New entrants
                                                                                                                  • Brand Communication and Promotion

                                                                                                                    • Key points
                                                                                                                      • Above the line advertising spend
                                                                                                                        • Figure 28: Topline advertising spend, kitchens, 2006-10
                                                                                                                        • Figure 29: Advertising spend, Kitchens, by media type, 2007-11
                                                                                                                      • Magnet tops the spending league
                                                                                                                        • Figure 30: Main monitored media adspend on kitchen furniture, by major spenders, 2006-10
                                                                                                                      • Advertising by media type
                                                                                                                        • Figure 31: Main monitored media ad spend on kitchen furniture, by media type, 2007-10
                                                                                                                      • Advertising specifics
                                                                                                                        • Magnet
                                                                                                                          • B&Q
                                                                                                                            • Wickes
                                                                                                                              • IKEA
                                                                                                                                • Homebase
                                                                                                                                • The Consumer – Type of Kitchens and Intentions

                                                                                                                                  • Key points
                                                                                                                                    • Types of kitchens in the home
                                                                                                                                      • Figure 32: Type of kitchens in the home, June 2011
                                                                                                                                    • One kitchen for everything
                                                                                                                                      • Keeping the washing out of the way
                                                                                                                                        • Built-in or free standing appliances?
                                                                                                                                          • Fitted kitchens rule
                                                                                                                                            • Plans for kitchen refurbishment
                                                                                                                                              • Figure 33: Plans for kitchen refurbishment, June 2011
                                                                                                                                              • Figure 34: Selected plans for refurbishment, by kitchens owned, June 2011
                                                                                                                                          • The Consumer – Purchasing Intentions

                                                                                                                                            • Key points
                                                                                                                                              • What consumers want next time
                                                                                                                                                • Figure 35: What respondents would buy next time they refit a kitchen, June 2011
                                                                                                                                              • Complexity of choices
                                                                                                                                                • Consumers want more sophistication
                                                                                                                                                  • Popularity of fitted kitchens
                                                                                                                                                    • Individuality
                                                                                                                                                      • Modern styling
                                                                                                                                                        • Little appetite for fitted entertainment
                                                                                                                                                          • Saving the planet?
                                                                                                                                                          • The Consumer – Buying the Next Kitchen

                                                                                                                                                            • Key points
                                                                                                                                                              • Shopping for the next kitchen
                                                                                                                                                                • Figure 36: How consumers will buy their next kitchen, June 2011
                                                                                                                                                              • Just look online
                                                                                                                                                                • Shop around on price
                                                                                                                                                                  • Tricky DIY task
                                                                                                                                                                    • Recommendations matter
                                                                                                                                                                      • Customer reviews are regarded as objective and independent
                                                                                                                                                                        • Reviews can be more in-touch with ‘ordinary’ people
                                                                                                                                                                          • Writing reviews builds relationships
                                                                                                                                                                            • Talking to staff about the products
                                                                                                                                                                            • Target Groups

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Customer typologies for kitchens
                                                                                                                                                                                  • Figure 37: Target groups for kitchens, June 2011
                                                                                                                                                                                • Sleek lines (22%)
                                                                                                                                                                                    • Figure 38: Features important for next kitchen, Sleek lines target group, June 2011
                                                                                                                                                                                    • Figure 39: How they would shop for next kitchen, Sleek lines target group, June 2011
                                                                                                                                                                                  • Conventional (16%)
                                                                                                                                                                                    • Figure 40: Features important for next kitchen, Conventional target group, June 2011
                                                                                                                                                                                    • Figure 41: How they would shop for next kitchen, Conventional target group, June 2011
                                                                                                                                                                                  • Semi-fitted (19%)
                                                                                                                                                                                    • Figure 42: Features important for next kitchen, Semi-fitted target group, June 2011
                                                                                                                                                                                    • Figure 43: How they would shop for next kitchen, Semi-fitted target group, June 2011
                                                                                                                                                                                  • Uninterested (43%)
                                                                                                                                                                                    • Figure 44: Features important for next kitchen, Uninterested target group, June 2011
                                                                                                                                                                                    • Figure 45: How they would shop for next kitchen, Uninterested target group, June 2011
                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                    • Figure 46: Ownership and purchasing of home extensions, by demographics, 2010
                                                                                                                                                                                    • Figure 47: Agreement with attitudinal statements relating to the home, by demographics, 2010
                                                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                                                    • Figure 48: Broadband penetration, by demographics, 2004-10
                                                                                                                                                                                • Appendix – Type of Kitchens and Intentions

                                                                                                                                                                                    • Figure 49: Most popular kitchens in the home, by demographics, June 2011
                                                                                                                                                                                    • Figure 50: Next most popular kitchens in the home, by demographics, June 2011
                                                                                                                                                                                    • Figure 51: Plans for refurbishing kitchen, by demographics, June 2011
                                                                                                                                                                                • Appendix – Purchasing Intentions

                                                                                                                                                                                    • Figure 52: Most popular kitchens and purchasing intentions, by demographics, June 2011
                                                                                                                                                                                    • Figure 53: Next most popular kitchens and purchasing intentions, by demographics, June 2011
                                                                                                                                                                                    • Figure 54: Other kitchens and purchasing intentions, by demographics, June 2011
                                                                                                                                                                                • Appendix – Buying the Next Kitchen

                                                                                                                                                                                    • Figure 55: Most popular kitchens and purchasing intentions, by demographics, June 2011
                                                                                                                                                                                    • Figure 56: Next most popular kitchens and purchasing intentions, by demographics, June 2011
                                                                                                                                                                                    • Figure 57: Other kitchens and purchasing intentions, by demographics, June 2011
                                                                                                                                                                                • Appendix – Target Groups

                                                                                                                                                                                    • Figure 58: Target groups, by demographics, June 2011

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • Advertising Standards Authority
                                                                                                                                                                                • Argos
                                                                                                                                                                                • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                                • Council of Mortgage Lenders
                                                                                                                                                                                • Dolphin
                                                                                                                                                                                • Electrolux
                                                                                                                                                                                • Focus
                                                                                                                                                                                • Forest Stewardship Council
                                                                                                                                                                                • Good Housekeeping
                                                                                                                                                                                • Habitat
                                                                                                                                                                                • Home Retail Group
                                                                                                                                                                                • Homebase Ltd
                                                                                                                                                                                • Howdens Joinery Group
                                                                                                                                                                                • IKEA
                                                                                                                                                                                • Jewson
                                                                                                                                                                                • John Lewis Plc (department store)
                                                                                                                                                                                • Kingfisher UK & Ireland
                                                                                                                                                                                • Kitchen Bathroom Bedroom Specialists Association (The)
                                                                                                                                                                                • Magnet Ltd
                                                                                                                                                                                • Merchant Equity Partners
                                                                                                                                                                                • Moben
                                                                                                                                                                                • Moores Furniture Group Ltd
                                                                                                                                                                                • Next Group
                                                                                                                                                                                • Office of Fair Trading
                                                                                                                                                                                • Omega plc
                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                • The HomeForm Group
                                                                                                                                                                                • Travis Perkins PLC
                                                                                                                                                                                • Travis Perkins Retail
                                                                                                                                                                                • Whirlpool Corporation
                                                                                                                                                                                • Wren Kitchens

                                                                                                                                                                                Kitchens and Kitchen Furniture - UK - September 2011

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