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UK Kitchen and Kitchen Furniture Market - UK - September 2012

replace their old kitchens more regularly, upgrade to higher price points and to continue to extend their kitchens to incorporate dining areas, utility rooms and more kitchen fittings.”

– Jane Westgarth, Senior Market Analyst

Some questions answered in this report include:

  • In the current economic climate, are people taking on the task of refitting their own kitchens?
  • What are suppliers doing to encourage people to trade up?
  • How important is help with design and layout?
  • What are the key style trends in today’s kitchen market?
  • Is there anything that will help to create more demand in the near future?

About the Kitchen Furniture Market

A kitchen makeover is one of the largest home improvement projects that a household will undertake. As well as buying kitchen cabinets, sinks and taps, the whole project can include replacement appliances, a new floorcovering, tiling and redecoration. For many households the task is too much for a DIYer to cope with and so the whole process can involve finding a company or tradesman to do the fittings and complete the task.

The scale of the task of a kitchen makeover means that this is a planned big-ticket purchase. Timing of kitchen refits is also often closely associated with buying a house, since some people will refit the kitchen to help their house to sell, while others will refurbish the kitchen shortly after moving house. So the flat state of the housing market, with fewer house moves in post-credit crunch Britain, weakened demand for new kitchens. We saw demand fall in 2008-09 and it has remained at a lower level ever since. Although it might seem that people staying longer in their own homes might be prone to improve, not move, the same caution that postpones moving house is creating a slowdown in improvements too. So the market is fairly flat and this had created difficulties for a wide range of retailers. We saw the demise of MFI in 2008, Focus DIY and Moben (part of Homeform Group) in 2011 as the sector shed over-capacity.

This report takes a look at the market for new kitchens and asks what is most important to consumers when choosing what to buy. It examines the strategies of the major kitchen suppliers and retailers and sees how innovation is helping to shape demand for kitchens.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer spending on kitchens and kitchen furniture, 2007-17
            • Market factors
              • Figure 2: Purchasing a kitchen, by length of time in present home, 2012
            • Number of house purchases
              • Figure 3: Number of residential UK property transactions with a value of £40,000 or above – seasonally adjusted, Q1 2006-Q2 2012
            • Companies, brands and innovation
              • Figure 4: Kitchen market shares, by company, 2011
            • Retail distribution
              • Figure 5: Distribution of kitchens, 2007 and 2011
            • The consumer
              • Types of kitchens owned
                • Figure 6: Types of kitchens and appliances owned, July 2012
              • Refurbishment and redecoration of kitchens
                • Figure 7: Kitchen refits, redecoration, purchasing and purchasing intentions, by financial situation, July 2012
              • Retailers used
                • Figure 8: Retailers used for purchasing kitchens, July 2012
              • Factors influencing choice of kitchen
                • Figure 9: Factors important for the next kitchen, July 2012
              • Factors influencing choice of retailer
                • Figure 10: Factors influencing where to buy kitchens, July 2012
              • Cluster analysis identifies three key target groups for kitchens
                • Figure 11: Target groups for kitchens, July 2012
              • What we think
              • Issues in the Market

                  • In the current economic climate, are people taking on the task of refitting their own kitchens?
                    • What are suppliers doing to encourage people to trade up?
                      • How important is help with design and layout?
                        • What are the key style trends in today’s kitchen market?
                          • Is there anything that will help to create more demand in the near future?
                          • Trend Applications

                            • Trend: Slow it all Down
                              • Trend: Prepare for the Worst
                                • 2015 trend: Old Gold
                                • Internal Market Environment

                                  • Key points
                                    • Time in present home
                                      • Figure 12: Purchasing a kitchen, by length of time in present home, 2012
                                    • Creating more space
                                      • Figure 13: Trends in ownership of home extensions, 2007-12
                                    • A more sustainable future?
                                      • Figure 14: Trends in agreement with attitudinal statements relating to the home, 2007-12
                                    • Competition from biomass use
                                      • Stamping out illegal timber
                                        • Objects of desire
                                        • Broader Market Environment

                                          • Key points
                                            • Number of house purchases
                                              • Figure 15: Number of residential UK property transactions with a value of £40,000 or above – seasonally adjusted, Q1 2006-Q2 2012
                                            • What has been happening to house prices?
                                              • Figure 16: Annual change in UK house prices, January 2005-July 2012
                                            • Borrowing against the value of the house
                                              • Figure 17: Housing equity withdrawal – seasonally adjusted, Q1 2006-Q1 2012
                                            • Internet first choice for information
                                              • Figure 18: Trends in broadband penetration, 2007-12
                                              • Figure 19: Trends in agreement with selected lifestyle statements on other media, 2007-11
                                            • Adding to the housing stock
                                              • Figure 20: UK households, by size, 2007-17
                                            • More families and greys
                                              • Figure 21: Trends in the age structure of the UK population, 2007-17
                                            • Growth in ABs positive for kitchens
                                              • Figure 22: Forecast adult population trends, by socio-economic group, 2007-17
                                            • Interest in the home
                                              • Figure 23: Agreement with selected lifestyle statements, 2007-11
                                          • Competitive Context

                                            • Key points
                                              • Consumer spending on household products
                                                • Figure 24: Consumer expenditure on selected household products, 2007-11
                                            • Strengths and Weaknesses in the Market

                                              • Strengths
                                                • Weaknesses
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Consumer spend on kitchens
                                                      • Figure 25: Consumer spending on kitchens and kitchen furniture, at current and constant 2012 prices, 2007-17
                                                    • Weak demand in the outlook period
                                                      • Forecast
                                                        • Figure 26: Consumer spending on kitchens and kitchen furniture, 2007-17
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Weightless appearance and built-in technology
                                                          • Facebook voters select eco-favourites
                                                            • New materials for work surfaces
                                                              • Franke adds iPad app with two levels
                                                                • Online shopping made available to independents
                                                                  • Nolte’s invisible joints
                                                                  • Companies and Products

                                                                    • Key points
                                                                      • Kitchen retailers
                                                                        • Figure 27: Multiple retailers, number of UK outlets, July 2012
                                                                      • How market shares stack up
                                                                        • Figure 28: Market shares of kitchen furniture, by major company, 2007-11
                                                                      • Recession hits weakest players first
                                                                        • Howden takes an innovative approach
                                                                          • Other phoenix companies
                                                                            • Concentration of the DIY sector
                                                                              • Nobia Group (Magnet, Gower, and Poggenpohl)
                                                                                • Howdens Joinery
                                                                                  • Kingfisher (B&Q and Screwfix)
                                                                                    • Homebase
                                                                                      • Travis Perkins (Wickes and Benchmarx)
                                                                                        • IKEA
                                                                                          • Other companies
                                                                                            • Wren Kitchens and Bedrooms
                                                                                              • Argos
                                                                                                • Omega
                                                                                                  • Symphony
                                                                                                    • Canburg (Smallbone of Devizes, Mark Wilkinson Furniture and Brookmans)
                                                                                                      • Fired Earth
                                                                                                        • In-toto Kitchens
                                                                                                          • Betta Living
                                                                                                            • ALNO Kitchens
                                                                                                              • John Lewis
                                                                                                                • Jewson
                                                                                                                  • Buildbase
                                                                                                                    • Mereway Kitchens
                                                                                                                      • Other companies
                                                                                                                      • Channels of Distribution

                                                                                                                        • Key points
                                                                                                                          • Figure 29: Distribution of kitchen furniture, by major channel, 2007-11
                                                                                                                        • Tough going for retailers
                                                                                                                          • Strong growth for Howdens
                                                                                                                            • Ex-MFI execs take on the market once more
                                                                                                                              • Big three now dominate DIY scene
                                                                                                                                • Online retailing (all furniture)
                                                                                                                                  • Figure 30: Retailers used for furniture purchases, in-store and online, June 2012
                                                                                                                              • Brand Communication and Promotion

                                                                                                                                • Key points
                                                                                                                                  • Nielsen Media Research data
                                                                                                                                    • Figure 31: Topline advertising spend on kitchen furniture, 2008-12
                                                                                                                                  • A look at individual advertisers
                                                                                                                                    • Figure 32: Advertising spend on kitchen furniture, top spenders, 2008-12
                                                                                                                                  • Who spent more?
                                                                                                                                    • Who made cuts?
                                                                                                                                      • Media used for advertising kitchens
                                                                                                                                        • Figure 33: Advertising spend on kitchen furniture, by media type, 2008-12
                                                                                                                                        • Figure 34: Advertising spend on kitchen furniture, by media type, 2008-12
                                                                                                                                      • Recent advertising campaigns
                                                                                                                                        • Magnet focuses on creating an individual kitchen
                                                                                                                                          • IKEA highlights its fitting service and its quality
                                                                                                                                            • Wickes promotes its app
                                                                                                                                              • Homebase transforms a square box and gives it feminine appeal
                                                                                                                                                • B&Q won’t be beaten on price and offers IFC
                                                                                                                                                • The Consumer – Ownership and Purchasing

                                                                                                                                                  • Key points
                                                                                                                                                      • Figure 35: Types of kitchens and appliances owned, July 2012
                                                                                                                                                    • Who eats in the kitchen?
                                                                                                                                                      • Figure 36: Kitchens and eating areas, by socio-economic group, July 2012
                                                                                                                                                    • Who has had a new kitchen?
                                                                                                                                                        • Figure 37: Kitchen refits, redecoration, purchasing and purchasing intentions, by financial situation, July 2012
                                                                                                                                                      • Who is planning a new kitchen?
                                                                                                                                                      • The Consumer – Where They Bought Kitchens

                                                                                                                                                        • Key points
                                                                                                                                                          • Retailers used for buying kitchens
                                                                                                                                                            • Figure 38: Retailers used for purchasing kitchens, July 2012
                                                                                                                                                          • Source of kitchens by retailer
                                                                                                                                                            • Figure 39: Retailers used for purchasing kitchens, by retailer, July 2012
                                                                                                                                                          • How many retailers were used?
                                                                                                                                                            • Figure 40: Repertoire of retailers used for purchasing kitchens, July 2012
                                                                                                                                                        • The Consumer – Factors Influencing Choice of Kitchens

                                                                                                                                                          • Key points
                                                                                                                                                            • Factors influencing choice of kitchens
                                                                                                                                                              • Figure 41: Factors important for the next kitchen, July 2012
                                                                                                                                                            • Best use of space
                                                                                                                                                              • Modern style appeals to young consumers
                                                                                                                                                                • Higher quality for high income groups
                                                                                                                                                                  • Individual choices
                                                                                                                                                                    • Making savings
                                                                                                                                                                      • Built-in or freestanding?
                                                                                                                                                                        • Natural materials have older appeal
                                                                                                                                                                          • Other influences
                                                                                                                                                                          • The Consumer – Factors Influencing Where to Buy Kitchens

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Factors influencing choice of supplier
                                                                                                                                                                                • Figure 42: Factors influencing where to buy kitchens, July 2012
                                                                                                                                                                              • It’s got to be online
                                                                                                                                                                                • Budgeting for a new kitchen
                                                                                                                                                                                  • Getting the kitchen installed
                                                                                                                                                                                    • Personal service
                                                                                                                                                                                      • Credit deals
                                                                                                                                                                                      • The Consumer – Target Groups

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Target groups for kitchens
                                                                                                                                                                                              • Figure 43: Target groups for kitchens, July 2012
                                                                                                                                                                                            • Savers (30%)
                                                                                                                                                                                                • Figure 44: Factors important for the next kitchen – Savers, July 2012
                                                                                                                                                                                                • Figure 45: Factors influencing where to buy kitchens – Savers, July 2012
                                                                                                                                                                                              • Integrated (28%)
                                                                                                                                                                                                  • Figure 46: Factors important for the next kitchen – Integrated, July 2012
                                                                                                                                                                                                  • Figure 47: Factors influencing where to buy kitchens – Integrated, July 2012
                                                                                                                                                                                                • Modern (42%)
                                                                                                                                                                                                    • Figure 48: Factors important for the next kitchen – Modern, July 2012
                                                                                                                                                                                                    • Figure 49: Factors influencing where to buy kitchens – Modern, July 2012
                                                                                                                                                                                                • Appendix – Internal and Broader Market Environment

                                                                                                                                                                                                    • Figure 50: Agreement with attitudinal statements relating to home improvements, by demographics, 2012
                                                                                                                                                                                                    • Figure 51: Ownership of home extensions, by demographics, 2012
                                                                                                                                                                                                    • Figure 52: Agreement with attitudinal statements relating to the home, by demographics, 2012
                                                                                                                                                                                                    • Figure 53: Broadband penetration, by demographics, 2012
                                                                                                                                                                                                • Appendix – Consumer – Ownership and Purchasing

                                                                                                                                                                                                    • Figure 54: Purchasing of kitchen furniture, by demographics, 2012
                                                                                                                                                                                                • Appendix – Consumer – Ownership of Kitchens

                                                                                                                                                                                                    • Figure 55: Most popular types of kitchens owned, by demographics, July 2012
                                                                                                                                                                                                    • Figure 56: Next most popular types of kitchens owned, by demographics, July 2012
                                                                                                                                                                                                    • Figure 57: Kitchen purchasing in the last three years, by demographics, July 2012
                                                                                                                                                                                                • Appendix – Consumer – Where They Bought Kitchens

                                                                                                                                                                                                    • Figure 58: Retailers used for any purchasing of kitchens, by demographics, July 2012
                                                                                                                                                                                                    • Figure 59: Retailers used for store and online purchasing of kitchens, by demographics, July 2012
                                                                                                                                                                                                  • Repertoire analysis
                                                                                                                                                                                                    • Figure 60: Repertoire of retailers used for purchasing of kitchens, by demographics, July 2012
                                                                                                                                                                                                • Appendix – Consumer– Important Features of the Next Kitchen

                                                                                                                                                                                                    • Figure 61: Most popular features of the next kitchen, by demographics, July 2012
                                                                                                                                                                                                    • Figure 62: Next most popular features of the next kitchen, by demographics, July 2012
                                                                                                                                                                                                • Appendix – Consumer – Factors Influencing Where to Buy Kitchens

                                                                                                                                                                                                    • Figure 63: Most popular factors influencing where to buy kitchens, by demographics, July 2012
                                                                                                                                                                                                    • Figure 64: Next most popular factors influencing where to buy kitchens, by demographics, July 2012
                                                                                                                                                                                                    • Figure 65: Other factors influencing where to buy kitchens, by demographics, July 2012
                                                                                                                                                                                                • Appendix – Consumer – Target Groups

                                                                                                                                                                                                    • Figure 66: Target groups, by demographics, July 2012

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • Argos
                                                                                                                                                                                                • Canburg Ltd
                                                                                                                                                                                                • Clive Christian Furniture
                                                                                                                                                                                                • Dean House Plc
                                                                                                                                                                                                • Ebuyer
                                                                                                                                                                                                • Ellis Furniture
                                                                                                                                                                                                • Everest Ltd
                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                • Fired Earth Plc
                                                                                                                                                                                                • Focus
                                                                                                                                                                                                • Forest Stewardship Council
                                                                                                                                                                                                • Gower Kitchens
                                                                                                                                                                                                • GUS
                                                                                                                                                                                                • Habitat
                                                                                                                                                                                                • Home Retail Group
                                                                                                                                                                                                • Homebase Ltd
                                                                                                                                                                                                • Howdens Joinery Group
                                                                                                                                                                                                • Hygena Cuisines
                                                                                                                                                                                                • IKEA
                                                                                                                                                                                                • Jewson
                                                                                                                                                                                                • John Lewis Partnership
                                                                                                                                                                                                • Kingfisher Group
                                                                                                                                                                                                • Kingfisher UK & Ireland
                                                                                                                                                                                                • Kitchen Bathroom Bedroom Specialists Association (The)
                                                                                                                                                                                                • Magnet Ltd
                                                                                                                                                                                                • Merchant Equity Partners
                                                                                                                                                                                                • Mereway Kitchens
                                                                                                                                                                                                • MFI Furniture Group Plc
                                                                                                                                                                                                • Moben
                                                                                                                                                                                                • Nectar
                                                                                                                                                                                                • Next Group
                                                                                                                                                                                                • Nobia (UK)
                                                                                                                                                                                                • Omega plc
                                                                                                                                                                                                • Screwfix UK
                                                                                                                                                                                                • Smallbone & Co (Devizes) Ltd
                                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                                • The HomeForm Group
                                                                                                                                                                                                • The Symphony Group PLC
                                                                                                                                                                                                • Tile Giant
                                                                                                                                                                                                • Toolstation
                                                                                                                                                                                                • Travis Perkins PLC
                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                • Waitrose
                                                                                                                                                                                                • Wickes Building Supplies Ltd
                                                                                                                                                                                                • Wren Kitchens
                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                UK Kitchen and Kitchen Furniture Market - UK - September 2012

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