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Kitchens and Kitchen Furniture - UK - September 2013

‘People expect a lot from their kitchens. They want the kitchen to be an organised space that can accommodate a lot of possessions, and be a place to eat and entertain. A kitchen must combine practicality, style and a sense of status. But modern homes are getting smaller and a lot of people are combining kitchens into open-plan living. So kitchen designs are highly visible and need to blend into dining and living spaces.’

– Jane Westgarth, Senior Market Analyst

Some questions answered in this report include:

  • What are people prepared to pay a little extra for when they refit their kitchens?
  • Will anything happen in the UK economy to stimulate demand?
  • Is open-plan living changing the way people view their kitchens?
  • What proportion of kitchen refits are DIY?
  • What are the key factors shaping choice of retailer?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer spending on kitchens and kitchen furniture, 2008-18
            • Market factors
              • Companies and distribution
                • Figure 2: Distribution of Kitchen furniture by major channel, 2012
              • The consumer
                • Figure 3: Arrangement of kitchen appliances, July 2013
                • Figure 4: Arrangement of eating areas and kitchens, July 2013
                • Figure 5: Refitting kitchens, last three years, July 2013
                • Figure 6: Who refitted the kitchen in the last three years, July 2013
                • Figure 7: Spend on kitchen refits, by price band, in the last three years, July 2013
                • Figure 8: Retailers where last kitchen was bought, July 2013
                • Figure 9: Factors influencing choice of kitchen retailer, July 2013
                • Figure 10: Features of kitchens people would be prepared to pay more for, July 2013
              • What we think
              • Issues in the Market

                  • What are people prepared to pay a little extra for when they refit their kitchens?
                    • Will anything happen in the UK economy to stimulate demand?
                      • Is open-plan living changing the way people view their kitchens?
                        • What proportion of kitchen refits are DIY?
                          • What are the key factors shaping choice of retailer?
                          • Trend Application

                              • Trend: Minimise Me
                                • Trend: Influentials
                                  • Mintel Futures: Brand Intervention
                                  • Internal Market Environment

                                    • Key points
                                      • Average age of fitted kitchens
                                        • Figure 11: average age of kitchens and bathrooms, by household tenure, 2007
                                      • Creating more space
                                        • Spending more time at home
                                        • Broader Market Environment

                                          • Key points
                                            • House moves by tenure
                                              • Figure 12: recent house moves, England, by household tenure, 2000-12
                                            • Housing sales in the UK
                                              • Figure 13: Housing transactions, UK, 2008-2012
                                              • Figure 14: Housing transactions, UK, January-June 2013
                                            • Internet first choice for information
                                              • Figure 15: Personal ownership of mobile phones, September 2012, January 2013 and April 2013
                                            • Ownership of personal/tablet computers:
                                              • Figure 16: Household ownership of tablets and computers, September 2012, January 2013 and April 2013
                                            • Demographic changes
                                            • Competitive Context

                                              • Key points
                                                • Consumer spending on household products
                                                  • Figure 17: Comparison of consumer spend on bathroom fittings and accessories did you want to change this to kitchen and kitchen furniture? with other household markets, 2008-12 (est)
                                              • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • What consumers spend on kitchens
                                                        • Figure 18: Consumer spending on kitchens and kitchen furniture, at current and constant 2013 prices, 2008-18
                                                        • Figure 19: Consumer spending on kitchens and kitchen furniture, at current prices, 2008-13
                                                      • Forecast
                                                        • Figure 20: Consumer spending on kitchens and kitchen furniture, at current prices, 2008-18
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Multi-media experience from IKEA
                                                          • B&Q launches Homefit, for jobs you ‘can’t or shouldn’t do’.
                                                            • Pop-up storage for the kitchen
                                                              • Figure 21: S-Box Chef Centre, 2013
                                                            • Low-cost product prevents damage from seeping liquids
                                                            • Companies and Products

                                                              • Key points
                                                                • Kitchen retailers
                                                                  • Figure 22: Multiple retailers, number of UK outlets, July 2013
                                                                • Nobia Group (Magnet, Gower, and Poggenpohl)
                                                                  • Background
                                                                    • Product range
                                                                      • Marketing and Innovation
                                                                        • Howden Joinery
                                                                          • Background
                                                                            • Product range
                                                                              • Innovation and marketing
                                                                                • Kingfisher (B&Q and Screwfix)
                                                                                  • Background
                                                                                    • Product range
                                                                                      • Innovation and marketing
                                                                                        • Homebase
                                                                                          • Background
                                                                                            • Product range
                                                                                              • Innovation and marketing
                                                                                                • Web developments
                                                                                                  • Travis Perkins (Wickes and Benchmarx)
                                                                                                    • Background
                                                                                                      • Product range – Wickes
                                                                                                        • Product range – Travis Perkins
                                                                                                          • Innovation and marketing
                                                                                                            • IKEA
                                                                                                              • Background
                                                                                                                • Product range
                                                                                                                  • Innovation and marketing
                                                                                                                    • 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
                                                                                                                                                • Next
                                                                                                                                                  • Tesco
                                                                                                                                                    • Other suppliers of fitted kitchens
                                                                                                                                                      • Other companies
                                                                                                                                                      • Channels of Distribution

                                                                                                                                                        • Key points
                                                                                                                                                          • Distribution of kitchens
                                                                                                                                                            • Figure 23: Distribution of kitchen furniture by major channel, 2012
                                                                                                                                                            • Figure 24: Distribution of kitchen furniture by major channel, 2008-12
                                                                                                                                                          • Tough-going for retailers
                                                                                                                                                            • Strong growth for Howden
                                                                                                                                                              • Online retailing (all furniture)
                                                                                                                                                                • Figure 25: Retailers used for furniture purchases in the last three years, in-store and online, June 2013
                                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                                              • Key points
                                                                                                                                                                • Almost £40 million spent advertising kitchens in 2012
                                                                                                                                                                  • Figure 26: Advertising spend on kitchen furniture, 2009-12
                                                                                                                                                                • Who are the largest advertisers?
                                                                                                                                                                  • Figure 27: Advertising spend on kitchen furniture, by company, 2012
                                                                                                                                                                • Comparing 2011 with 2012
                                                                                                                                                                  • Figure 28: Advertising spend on kitchen furniture, top spenders, 2011 and 2012
                                                                                                                                                                • Advertising in 2013
                                                                                                                                                                  • Figure 29: Advertising spend on kitchen furniture, Jan-June 2012 and 2013
                                                                                                                                                                • Advertising by media
                                                                                                                                                                  • Figure 30: Advertising spend on kitchen furniture, by media type, 2012
                                                                                                                                                                • Advertising specifics
                                                                                                                                                                  • Magnet features quality
                                                                                                                                                                    • Wickes raises awareness of delivery and design
                                                                                                                                                                      • Wren promises savings
                                                                                                                                                                        • IKEA features lifestyle
                                                                                                                                                                          • InSinkErator raises its profile
                                                                                                                                                                          • The Consumer – Types of Kitchen in Their Homes

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Kitchens at home
                                                                                                                                                                                • Are appliances free-standing or built-in?
                                                                                                                                                                                  • Figure 31: Arrangement of kitchen appliances, July 2013
                                                                                                                                                                                • Dining in the kitchen
                                                                                                                                                                                  • Figure 32: Arrangement of eating areas and kitchens, July 2013
                                                                                                                                                                              • The Consumer – Kitchen Refurbishment

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • What people say about refitting their kitchens
                                                                                                                                                                                    • Figure 33: Refitting kitchens in the last three years, July 2013
                                                                                                                                                                                  • 23% of kitchen refits are DIY
                                                                                                                                                                                    • Figure 34: Who refitted the kitchen in the last three years, July 2013
                                                                                                                                                                                • The Consumer – What They Spent

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Spend on kitchen refits
                                                                                                                                                                                      • Figure 35: Spend on kitchen refits, by price band, in the last three years, July 2013
                                                                                                                                                                                      • Figure 36: Spend on kitchen refits, by price and age of shopper, in the last three years, July 2013
                                                                                                                                                                                    • Higher spenders on furniture and fittings get the job done for them
                                                                                                                                                                                      • Figure 37: Spend on kitchen refits, by price and who fitted the kitchen, in the last three years, July 2013
                                                                                                                                                                                  • The Consumer – Where They Bought Kitchen Furniture and Fittings

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Retailers used for buying kitchens
                                                                                                                                                                                        • Figure 38: Retailers where the last kitchen was bought, July 2013
                                                                                                                                                                                        • Figure 39: Retailers where last kitchen was bought, by age, July 2013
                                                                                                                                                                                        • Figure 40: What they spent by type of retailer where last kitchen was bought, July 2013
                                                                                                                                                                                    • The Consumer – Factors Influencing Choice of Retailer

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Factors influencing where they buy
                                                                                                                                                                                          • Figure 41: Factors influencing choice of kitchen retailer, repertoire, July 2013
                                                                                                                                                                                          • Figure 42: Factors influencing choice of kitchen retailer, July 2013
                                                                                                                                                                                          • Figure 43: Factors influencing choice of kitchen retailer, buying online, online planning and see before buying, by age, July 2013
                                                                                                                                                                                          • Figure 44: Factors influencing choice of kitchen retailer, selected statements, by age, July 2013
                                                                                                                                                                                          • Figure 45: Factors influencing choice of kitchen retailer, selected statements, by retailer used, July 2013
                                                                                                                                                                                      • The Consumer – Features They Would Pay More For

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • What would encourage them to pay more?
                                                                                                                                                                                            • Figure 46: Repertoire of Features of kitchens people would be prepared to pay more for, July 2013
                                                                                                                                                                                          • What features would encourage people to pay more?
                                                                                                                                                                                            • Figure 47: Features of kitchens people would be prepared to pay more for, July 2013
                                                                                                                                                                                            • Figure 48: Features of kitchens people would be prepared to pay more for, healthy finances, July 2013
                                                                                                                                                                                          • Celebrity style
                                                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                                                            • Population age structure
                                                                                                                                                                                              • Figure 49: Trends in the age structure of the UK population, 2008-18
                                                                                                                                                                                            • Socio-economic groups
                                                                                                                                                                                              • Figure 50: Forecast adult population trends, by socio-economic group, 2008-18
                                                                                                                                                                                            • Household size
                                                                                                                                                                                              • Figure 51: UK households, by size, 2008-18
                                                                                                                                                                                              • Figure 52: GFK NOP Consumer Confidence Index, January 1988- 2013
                                                                                                                                                                                          • Appendix – Brand Communication and Promotion

                                                                                                                                                                                              • Figure 53: Advertising spend on kitchen furniture, top spenders, 2009-13
                                                                                                                                                                                              • Figure 54: Advertising spend on kitchen furniture, by media type, 2009-13
                                                                                                                                                                                          • Appendix – The Consumer – Types of Kitchen in Their Homes

                                                                                                                                                                                              • Figure 55: Kitchens and utility rooms in the home, by demographics, July 2013
                                                                                                                                                                                              • Figure 56: Types of appliances in the kitchen, by demographics, July 2013
                                                                                                                                                                                              • Figure 57: Description of kitchens in the home, by demographics, July 2013
                                                                                                                                                                                          • Appendix – The Consumer– Kitchen Refurbishment

                                                                                                                                                                                              • Figure 58: Refurbishment activity in the kitchen, by demographics, July 2013
                                                                                                                                                                                              • Figure 59: Who fitted the kitchen, by demographics, July 2013
                                                                                                                                                                                          • Appendix – The Consumer – What They Spent on Kitchens and Fitting

                                                                                                                                                                                              • Figure 60: Most popular consumer spend on kitchen fittings, by demographics, July 2013
                                                                                                                                                                                              • Figure 61: Next most popular consumer spend on kitchen fittings, by demographics, July 2013
                                                                                                                                                                                              • Figure 62: Other consumer spend on kitchen fittings, by demographics, July 2013
                                                                                                                                                                                              • Figure 63: Most popular consumer spend on installation, by demographics, July 2013
                                                                                                                                                                                              • Figure 64: Next most popular consumer spend on installation, by demographics, July 2013
                                                                                                                                                                                              • Figure 65: Other consumer spend on installation, by demographics, July 2013
                                                                                                                                                                                          • Appendix – The Consumer – Where They Bought Kitchen Furniture and Fittings

                                                                                                                                                                                              • Figure 66: Most popular retailers where people bought kitchens, by demographics, July 2013
                                                                                                                                                                                              • Figure 67: Next most popular retailers where people bought kitchens, by demographics, July 2013
                                                                                                                                                                                              • Figure 68: Other retailers where people bought kitchens, by demographics, July 2013
                                                                                                                                                                                          • Appendix – The Consumer – Factors Influencing Choice of Retailer

                                                                                                                                                                                              • Figure 69: Most popular factors influencing choice of retailer, by demographics, July 2013
                                                                                                                                                                                              • Figure 70: Next most popular factors influencing choice of retailer, by demographics, July 2013
                                                                                                                                                                                              • Figure 71: Other factors influencing choice of retailer, by demographics, July 2013
                                                                                                                                                                                          • Appendix – The Consumer – Features People Would Pay More For

                                                                                                                                                                                              • Figure 72: Most popular features people would pay more for, by demographics, July 2013
                                                                                                                                                                                              • Figure 73: Next most popular features people would pay more for, by demographics, July 2013
                                                                                                                                                                                              • Figure 74: Other features people would pay more for, by demographics, July 2013
                                                                                                                                                                                          • Appendix – Further Analysis

                                                                                                                                                                                              • Figure 75: Repertoire of where people bought kitchens, by demographics, July 2013
                                                                                                                                                                                              • Figure 76: Repertoire of factors influencing choice of retailer, by demographics, July 2013
                                                                                                                                                                                              • Figure 77: Repertoire of features people would pay more for, by demographics, July 2013

                                                                                                                                                                                          Companies Covered

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

                                                                                                                                                                                          Kitchens and Kitchen Furniture - UK - September 2013

                                                                                                                                                                                          US $2,672.70 (Excl.Tax)