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Kitchens and Kitchen Furniture - UK - September 2014

“To succeed in tomorrow’s tough trading environment, kitchen retailers will need to continue to invest in showroom displays in order to keep ahead of the competition. Retailers will increasingly recognise the importance of a great showroom environment to give people ideas about how to create an attractive and practical kitchen.”

– Jane Westgarth, Senior Retail Analyst

This report answers the following questions:

  • Will more fitted kitchen purchases go online?
  • How price sensitive are people when they refit a kitchen?
  • What role does planning play in influencing where people buy kitchens?

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Table of contents

  1. Introduction

      • Definitions
        • Excluded
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Consumer spending on kitchens and kitchen furniture, 2009-19
                • Figure 2: Consumer spending on kitchens and kitchen furniture, by segment, at current prices, 2014 (est)
              • Market factors
                • People love to cook
                  • Age of kitchens in England and Wales
                    • Figure 3: Average age of fitted kitchens, owner-occupied dwellings, England and Wales, 2001 and 2011
                  • 65% of dwelling are owned
                    • Figure 4: Types of housing in England and Wales, 2012
                  • 15% more homes sold in 2013
                    • Figure 5: UK property transactions, annual, 2006-13
                  • Companies, brands and innovation
                    • Figure 6: Distribution of kitchen furniture by major channel, 2013
                  • The consumer
                    • Figure 7: Kitchens and eating arrangements, June 2014
                    • Figure 8: Refitting kitchens in the last three years, July 2013 and June 2014
                    • Figure 9: Who refitted the kitchen in the last three years, July 2013 and June 2014
                    • Figure 10: Spend on kitchen refits, by price band, cupboards and fitting services, in the last three years, June 2014
                    • Figure 11: The customer journey, June 2014
                    • Figure 12: Where they bought kitchen fittings, July 2013 and June 2014
                    • Figure 13: Factors influencing choice of retailer/supplier of kitchen furniture, June 2014
                  • What we think
                  • Trend Application

                      • Trend: Minimise Me
                        • Trend: Human
                          • Trend: Survival Skills
                          • Issues and Insights

                              • Will more fitted kitchen purchases go online?
                                • The facts
                                  • The implications
                                    • How price sensitive are people when they refit a kitchen?
                                      • The facts
                                        • The implications
                                          • What role does planning play in influencing where people buy kitchens?
                                            • The facts
                                              • The implications
                                              • Internal Market Environment

                                                • Key points
                                                  • Kitchens are newer
                                                    • Figure 14: Average age of fitted kitchens, owner-occupied dwellings, England and Wales, 2001 and 2011
                                                    • Figure 15: Average age of fitted kitchens by household tenure, England and Wales, 2001 and 2011
                                                  • A nation of cooks
                                                    • Figure 16: Cooking and eating habits, May 2014
                                                  • Baking is popular
                                                    • Entertaining at home
                                                      • Figure 17: Agreement with statements on eating/drinking occasions in the home, December 2011
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Housing stock by tenure, England and Wales
                                                        • Figure 18: Types of housing in England and Wales, 2012
                                                      • House moves by tenure
                                                        • Figure 19: Recent house moves, England, by household tenure, 2009-13
                                                      • Uplift in property transactions
                                                        • Figure 20: UK property transactions, annual, 2006-13
                                                        • Figure 21: UK property transactions, monthly, February 2013-July 2014
                                                      • London house prices rise fastest
                                                        • Figure 22: Change in average house prices, by region, June 2012- June 2014
                                                      • Multi-generation homes
                                                        • Figure 23: Percentage of men and women aged 20-34 living with parents by age, UK, 2013
                                                      • Renters move more often than home owners
                                                        • Figure 24: Length of time in current home, England and Wales, 2012-13
                                                      • Seven in ten have a smart phone
                                                        • Figure 25: Technology products owned, January 2012-April 2014
                                                      • Demographic changes
                                                      • Competitive Context

                                                        • Key points
                                                          • Consumer spend on selected home goods
                                                            • Figure 26: Consumer spending on selected categories for the home, 2009-13
                                                            • Figure 27: Consumer spending on selected categories for the home, 2009-13 (continued)
                                                        • Strengths and Weaknesses in the Market

                                                          • Strengths
                                                            • Weaknesses
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Market returns to growth
                                                                  • Figure 28: Consumer spending on kitchens and kitchen furniture, at current and constant 2014 prices, 2009-19
                                                                • What consumers spend on kitchens
                                                                  • Figure 29: Consumer spending on kitchens and kitchen furniture, at current prices, 2009-19
                                                                • Segmentation
                                                                  • Figure 30: Consumer spending on kitchens and kitchen furniture, by segment, at current prices, 2014 (est)
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • IKEA relaunches kitchens
                                                                    • Symphony expands into the living room
                                                                      • Benchmarx narrowing ranges
                                                                        • B&Q, Tesco and John Lewis involved in industry standards for installation
                                                                          • Hygena roll out for Homebase
                                                                            • Grafton Group launches Bohen showrooms
                                                                              • Xey re-enters UK market
                                                                                • John Lewis launches flagship
                                                                                  • Mobalpa opens in the UK
                                                                                  • Companies and Products

                                                                                      • Figure 31: Major kitchen furniture suppliers, turnover, summary 2008-13
                                                                                    • Alno (UK)
                                                                                      • Figure 32: Alno UK company financials, 2008-12
                                                                                    • Gower (Nobia)
                                                                                      • Figure 33: Nobia Holdings UK Ltd, company financials, 2009-12
                                                                                    • Mereway Kitchens
                                                                                      • Figure 34: Mereway Kitchens company financials, 2009-13
                                                                                    • Moores Furniture Group
                                                                                      • Figure 35: Moores furniture group financial data, 2008-12
                                                                                    • Omega
                                                                                      • Figure 36: Omega financial data, 2009-13
                                                                                    • Symphony
                                                                                      • Figure 37: Symphony Group financial data, 2009-13
                                                                                    • Other
                                                                                    • Channels of Distribution

                                                                                      • Key points
                                                                                        • Distribution of kitchens
                                                                                          • Figure 38: Distribution of kitchen furniture, by major channel, 2013
                                                                                          • Figure 39: Distribution of kitchen furniture, by major channel, 2009-13
                                                                                        • Changing retail scene
                                                                                          • Online selling of kitchens
                                                                                            • Kitchen retailers
                                                                                              • Nobia Group (Magnet, Gower and Poggenpohl)
                                                                                                • Background and financial performance
                                                                                                  • Figure 40: Nobia UK financial information, 2008-12
                                                                                                  • Figure 41: Nobia Group UK outlets, July 2013 and August 2014
                                                                                                • Product range
                                                                                                  • Innovation and marketing
                                                                                                    • Figure 42: Magnet, Coffee Unit, 2014
                                                                                                  • Howdens Joinery
                                                                                                    • Background and financial information
                                                                                                      • Figure 43: Howdens Joinery Plc financial information, 2009-13
                                                                                                    • Product range
                                                                                                      • Innovation and marketing
                                                                                                        • Kingfisher (B&Q and Screwfix)
                                                                                                          • Background and financial performance
                                                                                                            • Figure 44: B&Q UK & Ireland and Screwfix UK financial information, 2010-14
                                                                                                            • Figure 45: B&Q UK & Ireland and Screwfix outlet numbers, 2010-14
                                                                                                          • Product range
                                                                                                            • Innovation and marketing
                                                                                                              • Homebase
                                                                                                                • Background and financial performance
                                                                                                                  • Figure 46: Homebase financial data, 2010-14
                                                                                                                • Product range
                                                                                                                  • Innovation and marketing
                                                                                                                    • Travis Perkins (Wickes and Benchmarx)
                                                                                                                      • Background and financial performance
                                                                                                                        • Figure 47: Travis Perkins Plc company financials, 2009-13
                                                                                                                        • Figure 48: Travis Perkins Plc, selected outlet numbers, 2009-13
                                                                                                                      • Product range – Wickes
                                                                                                                        • Product range – Travis Perkins
                                                                                                                          • Innovation and marketing
                                                                                                                            • IKEA
                                                                                                                              • Background and financial performance
                                                                                                                                • Figure 49: IKEA UK company financial performance, 2009-13
                                                                                                                              • Product range
                                                                                                                                • Innovation and marketing
                                                                                                                                  • Wren Living
                                                                                                                                    • Figure 50: Wren company financial performance, 2010-12
                                                                                                                                  • Canburg (Smallbone of Devizes, Mark Wilkinson Furniture and Brookmans)
                                                                                                                                    • Fired Earth
                                                                                                                                      • In-toto Kitchens
                                                                                                                                        • Harvey Jones
                                                                                                                                          • Betta Living
                                                                                                                                            • John Lewis
                                                                                                                                              • Jewson
                                                                                                                                                • Buildbase
                                                                                                                                                  • Next
                                                                                                                                                    • Argos
                                                                                                                                                      • Tesco
                                                                                                                                                        • Marks & Spencer
                                                                                                                                                          • Other suppliers of fitted kitchens
                                                                                                                                                            • Other companies
                                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                                              • Key points
                                                                                                                                                                • Advertising expenditure falls
                                                                                                                                                                  • Figure 51: Topline advertising expenditure on Kitchen Furniture, 2010-13
                                                                                                                                                                • Wickes is the largest spender
                                                                                                                                                                  • Figure 52: Advertising expenditure on kitchen furniture, by top ten retailers, 2013
                                                                                                                                                                • Comparing 2012 and 2013
                                                                                                                                                                  • Figure 53: Advertising expenditure on kitchen furniture, top seven retailers, 2012 and 2013
                                                                                                                                                                • The story so far in 2014
                                                                                                                                                                  • Figure 54: Advertising expenditure on kitchen furniture, Jan-June 2013 and 2014
                                                                                                                                                                • Advertising expenditure by month
                                                                                                                                                                  • Figure 55: Advertising expenditure on kitchen furniture, by month, 2012 and 2013
                                                                                                                                                                • Press remains the medium of choice
                                                                                                                                                                  • Figure 56: Advertising expenditure on kitchen furniture, by media type, 2013
                                                                                                                                                                • Celebrity kitchens
                                                                                                                                                                • The Consumer – Types of Kitchen in Their Homes

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Types of kitchen
                                                                                                                                                                      • Figure 57: Households with a separate utility room, by socio-economic group, income and household tenure, June 2014
                                                                                                                                                                    • Types of appliances in the kitchen
                                                                                                                                                                      • Figure 58: Arrangement of kitchen appliances, July 2013 and June 2014
                                                                                                                                                                    • Dining in the kitchen
                                                                                                                                                                      • Figure 59: Arrangement of eating areas and kitchens, July 2013 and June 2014
                                                                                                                                                                  • The Consumer – Kitchen Refurbishment

                                                                                                                                                                    • Key points
                                                                                                                                                                        • Figure 60: Refitting kitchens in the last three years, July 2013 and June 2014
                                                                                                                                                                      • Better-off households fit kitchens
                                                                                                                                                                        • People are over-optimistic about future plans
                                                                                                                                                                          • Are women more cautious about finances?
                                                                                                                                                                            • Repairing and not replacing
                                                                                                                                                                              • 88% of ABs have their kitchens fitted for them
                                                                                                                                                                                • Figure 61: Who refitted the kitchen in the last three years, July 2013 and June 2014
                                                                                                                                                                                • Figure 62: Spend on kitchen refits, by price band, kitchen cupboards and fittings, in the last three years, July 2013 and June 2014
                                                                                                                                                                                • Figure 63: Spend on kitchen refits, by price band, cupboards and fitting services, in the last three years, June 2014
                                                                                                                                                                            • The Consumer – The Customer Journey

                                                                                                                                                                              • Key points
                                                                                                                                                                                • The customer journey
                                                                                                                                                                                  • Figure 64: The customer journey, June 2014
                                                                                                                                                                                • 40% looked at websites
                                                                                                                                                                                  • Few take note of peer and expert reviews
                                                                                                                                                                                    • 33% looked through brochures
                                                                                                                                                                                      • Women most inclined to talk to people they know
                                                                                                                                                                                        • 44% visited shops and stores
                                                                                                                                                                                          • People restrict the number of stores they use
                                                                                                                                                                                            • 15% make detailed plans with more than one retailer
                                                                                                                                                                                              • 10% use an online planner
                                                                                                                                                                                              • The Consumer – Where They Bought Kitchen Furniture

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Where they bought kitchen furniture
                                                                                                                                                                                                    • Figure 65: Where they bought kitchen fittings, July 2013 and June 2014
                                                                                                                                                                                                  • More than half of under-54s used a DIY store
                                                                                                                                                                                                  • The Consumer – Factors Influencing Choice of Retailer/Supplier of Kitchen Furniture

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Factors influencing choice of retailer/supplier
                                                                                                                                                                                                          • Figure 66: Factors influencing choice of retailer/supplier of kitchen furniture, June 2014
                                                                                                                                                                                                        • Brand matters more to purchasers
                                                                                                                                                                                                          • People make a difference
                                                                                                                                                                                                            • Quality for the price
                                                                                                                                                                                                              • Under one roof
                                                                                                                                                                                                                • Wide range
                                                                                                                                                                                                                  • Online shopping and browsing
                                                                                                                                                                                                                  • Appendix – Market Environment

                                                                                                                                                                                                                      • Figure 67: UK households, by size, 2008-18
                                                                                                                                                                                                                      • Figure 68: Trends in the age structure of the UK population, 2009-19
                                                                                                                                                                                                                  • Appendix – The Consumer – Types of Kitchen in Their Homes

                                                                                                                                                                                                                      • Figure 69: Kitchens and utility rooms in the UK's homes, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 70: Types of appliances in the kitchen and utility room, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 71: Arrangement of kitchen and eating areas in the home, by demographics, June 2014
                                                                                                                                                                                                                  • Appendix –The Consumer – Kitchen Refurbishment

                                                                                                                                                                                                                      • Figure 72: Kitchen refurbishment, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 73: Use of fitters and DIY kitchen refits, by demographics, June 2014
                                                                                                                                                                                                                  • Appendix – The Consumer – What They Spent on Kitchen Refits

                                                                                                                                                                                                                      • Figure 74: What they spent on kitchen refits, up to £1,000 – Kitchen cupboards and fittings, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 75: What they spent on kitchen refits, £1,000-£4,000 – Kitchen cupboards and fittings, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 76: What they spent on kitchen refits, £4,000-10,000+ – Kitchen cupboards and fittings, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 77: What they spent on installation, nothing to £1,000, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 78: What they spent on Installation, £1,000-4,000, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 79: What they spent on Installation, £4,000-£10,000+, by demographics, June 2014
                                                                                                                                                                                                                  • Appendix – The Consumer – The Customer Journey

                                                                                                                                                                                                                      • Figure 80: The customer journey, top five responses, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 81: The customer journey, next five responses, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 82: The customer journey, last three responses and don’t know, by demographics, June 2014
                                                                                                                                                                                                                  • Appendix – The Consumer – Where They Bought Kitchen Furniture

                                                                                                                                                                                                                      • Figure 83: Where they bought kitchen furniture, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 84: Where they bought kitchen furniture, by demographics, June 2014 (continued)
                                                                                                                                                                                                                      • Figure 85: Where they bought kitchen furniture, by demographics, June 2014 (continued)
                                                                                                                                                                                                                  • Appendix – The Consumer – Factors Influencing Choice of Retailer/Supplier of Kitchen Furniture

                                                                                                                                                                                                                      • Figure 86: Most popular factors influencing choice of retailer/supplier of kitchen furniture, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 87: Next most popular factors influencing choice of retailer/supplier of kitchen furniture, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 88: Other factors influencing choice of retailer/supplier of kitchen furniture, by demographics, June 2014
                                                                                                                                                                                                                    • Repertoire of factors influencing choice of retailer/supplier of kitchen furniture
                                                                                                                                                                                                                      • Figure 89: Repertoire of factors influencing choice of retailer/supplier of kitchen furniture, by demographics, June 2014
                                                                                                                                                                                                                  • Appendix – The Consumer – Factors That Would Influence Choice of Retailer

                                                                                                                                                                                                                      • Figure 90: Most popular factors that would influence choice of retailer, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 91: Next most popular factors that would influence choice of retailer, by demographics, June 2014
                                                                                                                                                                                                                      • Figure 92: Other factors that would influence choice of retailer, by demographics, June 2014
                                                                                                                                                                                                                    • Repertoire of factors that would influence choice of retailer
                                                                                                                                                                                                                      • Figure 93: Repertoire of factors that would influence choice of retailer, by demographics, June 2014

                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                  • Channel 4
                                                                                                                                                                                                                  • Crown Products (Kent) Ltd [Cron Imperial]
                                                                                                                                                                                                                  • Ellis Furniture
                                                                                                                                                                                                                  • Gower Kitchens
                                                                                                                                                                                                                  • John Lewis Plc (department store)
                                                                                                                                                                                                                  • Johnson & Johnson
                                                                                                                                                                                                                  • Magnet Ltd
                                                                                                                                                                                                                  • Masco Corporation
                                                                                                                                                                                                                  • Mereway Kitchens
                                                                                                                                                                                                                  • Moores Furniture Group Ltd
                                                                                                                                                                                                                  • Nobia (UK)
                                                                                                                                                                                                                  • Omega plc
                                                                                                                                                                                                                  • Sheraton Hotels & Resorts
                                                                                                                                                                                                                  • Sigma 3 Kitchens Ltd
                                                                                                                                                                                                                  • The Symphony Group PLC
                                                                                                                                                                                                                  • Whirlpool Corporation

                                                                                                                                                                                                                  Kitchens and Kitchen Furniture - UK - September 2014

                                                                                                                                                                                                                  US $2,672.70 (Excl.Tax)