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Kitchens and Kitchen Furniture - UK - September 2015

“A livelier housing market is helping improve consumer confidence so that more people are moving house and more home owners are updating their properties. In 2014 sales of fitted kitchens grew by some 4.6% and 2015 is shaping up to be a year with similar growth.

Popularity of creative home cooking and baking, especially at weekends, is adding to a love of gadgets and small kitchen appliances, which in turn means that people need to make the most efficient use of their storage and work surfaces.

There is a fashion for bigger, open kitchen spaces as well as more open-plan kitchen/living areas in the home. We are seeing kitchens creating a hub for entertaining, eating and family leisure time at home. So people want stylish kitchens which are both practical and are pleasant places to spend time and to receive guests.”
– Jane Westgarth, Senior Market Analyst

This report answers the following questions:

  • Is there potential to expand online sales for fitted kitchens?
  • What does the future hold for innovation in the kitchen?
  • What role does planning play in influencing where people buy kitchens?

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • Growth of 22% predicted over five years
            • Figure 1: Consumer spending on kitchens and kitchen furniture, 2010-20
          • Segmentation
            • Figure 2: Consumer spend on kitchen furniture, by segment, 2014 (est)
          • DIY retailers account for 18.5% of the market
            • Figure 3: Distribution of kitchen furniture by retailer, 2014 (est)
          • Buoyant housing market stimulates interest in kitchens
            • Figure 4: Kitchen refits and repairs in the last three years, July 2015
          • Complex decision process
            • Figure 5: The customer journey, July 2015
            • Figure 6: Where they bought kitchen furniture, July 2015
          • Price and value but people count too
            • Figure 7: Factors influencing choice of retailer/supplier of kitchen furniture, buyers, July 2015
            • Figure 8: Factors influencing choice of retailer/supplier of kitchen furniture, non-buyers, July 2015
            • Figure 9: Customer preferences when shopping for kitchens, July 2015
          • What we think
          • Issues and Insights

            • Is there potential to expand online sales for fitted kitchens?
              • The facts
                • The implications
                  • What does the future hold for innovation in the kitchen?
                    • The facts
                      • The implications
                        • What role does planning play in influencing where people buy kitchens?
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Growth of 22% 2015-20
                                • Changing housing structure
                                  • Segmentation
                                    • Style trends
                                    • Market Size and Forecast

                                      • 2014-15 returns to growth
                                        • Figure 10: Consumer spend on kitchens, 2010-20
                                        • Figure 11: Consumer spend on kitchens, 2010-20
                                    • Segment Performance

                                        • Figure 12: Consumer spend on kitchen furniture, by segment, 2014 (est)
                                        • Figure 13: Consumer spend on kitchen furniture, by segment, 2014 (est)
                                    • Market Drivers

                                      • Cooking and eating habits
                                        • Figure 14: Cooking and eating habits, July 2015
                                      • Home baking is popular
                                        • Figure 15: Frequency of baking at home, March 2014
                                      • Household composition is changing
                                        • Figure 16: Families in the UK: by family type in 2004 and 2014
                                      • Housing market
                                        • Figure 17: Property transactions, UK, December 2013-June 2015
                                        • Figure 18: UK Property transactions by country, 2010-14
                                      • The buy-to-let effect
                                        • Figure 19: Housing tenure, UK, June 2015
                                      • Home improvements
                                        • House prices rise fastest in London
                                          • Figure 20: UK house price rises, 2013- 2014
                                      • Key Players – What You Need To Know

                                        • Highly competitive marketplace
                                          • Retailers continue to innovate
                                            • Three major suppliers
                                              • Wren and Ikea advertising boost
                                              • Channels of Distribution

                                                • Magnet faces growing competition from Wren
                                                  • Howdens unique formula is highly successful
                                                    • DIY retailers dominate retailing of kitchens
                                                      • Stiff competition from builders’ merchants
                                                        • Ikea gains ground
                                                          • John Lewis
                                                            • Other specialists
                                                              • Online selling of kitchens
                                                                • Figure 21: Distribution of kitchen furniture by retailer, 2014 (est)
                                                              • Key suppliers and their brands
                                                                • Figure 22: Major kitchen furniture suppliers, turnover, summary 2010-14
                                                            • Launch Activity and Innovation

                                                              • Retail innovation
                                                                • Wickes targets the home improvement shopper
                                                                  • Ikea tests new retail formats
                                                                    • Improving showroom space
                                                                      • John Lewis launches flagship
                                                                        • Wren training academy
                                                                          • Product innovations
                                                                            • Sink with a fold-away tap
                                                                              • Figure 23: ICON sink with fold-away tap, August 2015
                                                                            • Sliding doors in the kitchen
                                                                              • Figure 24: Topline L sliding doors, August 2015
                                                                          • Brand Communication and Promotion

                                                                            • Advertising leaps in 2014
                                                                              • Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on kitchens, 2011-14
                                                                              • Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on kitchens, by advertiser, 2011-14
                                                                            • Press accounts for over half of advertising spend
                                                                              • Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on kitchens, by media type, 2014
                                                                              • Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on kitchens, by media type, 2011-14
                                                                            • A note on adspend
                                                                            • The Consumer – What You Need to Know

                                                                              • 21% completely refitted kitchens or utility rooms in the last three years
                                                                                • London has the highest rate of kitchen refits
                                                                                  • Complex customer journey
                                                                                    • Help with planning is important
                                                                                      • B&Q is the most-used retailer
                                                                                        • The price/value equation
                                                                                          • How people prefer to shop
                                                                                          • Refitting Kitchens in the UK’s Homes

                                                                                              • Figure 29: Kitchen refits and repairs in the last three years, July 2015
                                                                                            • Regional variations
                                                                                              • Figure 30: Kitchen refits and repairs in the last three years, by region, July 2015
                                                                                          • The Customer Journey

                                                                                            • Wide variety of activities and channels
                                                                                              • Create a compelling online experience
                                                                                                • Multi-channel, even while shopping
                                                                                                  • Shopping trips important
                                                                                                    • Browsing through brochures
                                                                                                      • Taking note of customer reviews
                                                                                                        • Who trusts expert reviews?
                                                                                                          • Making the first plan count
                                                                                                            • Figure 31: The customer journey, June 2014
                                                                                                        • Where They Bought Kitchen Furniture

                                                                                                          • B&Q is way out in front
                                                                                                            • Intensifying competition
                                                                                                              • Independents will differentiate
                                                                                                                • Retailers to watch
                                                                                                                  • Online selling will grow
                                                                                                                    • Figure 32: Where they bought kitchen furniture, July 2015
                                                                                                                • Factors Influencing Choice of Retailer/Supplier of Kitchen Furniture

                                                                                                                  • The price/value equation
                                                                                                                    • One-stop shopping
                                                                                                                      • People count
                                                                                                                        • Figure 33: Factors influencing choice of retailer/supplier of kitchen furniture, buyers, July 2015
                                                                                                                        • Figure 34: Factors influencing choice of retailer/supplier of kitchen furniture, non-buyers, July 2015
                                                                                                                    • Shopping Preferences

                                                                                                                      • Stores are preferred to online for kitchen shopping
                                                                                                                        • Online popular for getting ideas
                                                                                                                          • Figure 35: Shopping preferences for kitchen furniture, in-store vs online, July 2015
                                                                                                                          • Figure 36: Shopping preferences for kitchen furniture, browsing with and without speaking to staff, July 2015
                                                                                                                        • Comparing online to catalogue browsing
                                                                                                                          • Figure 37: Shopping preferences for kitchen furniture, browsing online or in catalogues, July 2015
                                                                                                                        • Customer reviews are a quality check
                                                                                                                          • Figure 38: Shopping preferences for kitchen furniture, customer reviews, July 2015
                                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                                        • Data sources
                                                                                                                          • Market sizing and segment performance
                                                                                                                            • Fan chart forecast
                                                                                                                              • Abbreviations

                                                                                                                              Companies Covered

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

                                                                                                                              Kitchens and Kitchen Furniture - UK - September 2015

                                                                                                                              US $2,478.79 (Excl.Tax)