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Kitchens and Kitchen Furniture - UK - September 2016

“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. Creating more work spaces and better storage are key factors when people change their kitchen layouts.
There is a fashion for bigger, open kitchen spaces as well as more open-plan kitchen/living areas in the home. Kitchens are not just a place for cooking, they have become a hub for entertaining, eating and family leisure time at home. This is encouraging households to splash out for greater style and more features when revamping their kitchens."

- Jane Westgarth, Senior Retail Analyst

This report will cover the following areas:

  • How much influence do builders have in choosing where to buy?
  • Kitchen planners are a vital ingredient in this market place
  • How is the role of the kitchen changing?

For the purposes of this Report, Mintel has used the following definitions:

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

The Report addresses fitted and freestanding kitchen furniture, including:

  • Storage units such as cupboards, shelving and dressers
  • Work surfaces
  • Tables
  • Chairs and stools.

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

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Table of contents

  1. Overview

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

          • The market
            • Post-Brexit demand governed by uncertainty
              • Figure 1: Consumer spend on kitchens, 2011-21
            • Cupboards account for 57% of spending
              • Figure 2: Market for kitchens, by segment, 2015 (Est)
            • The impact of private renting
              • The housing market
                • Figure 3: housing transactions, UK, Feb 15-July 16
              • Key market drivers
                • Companies, brands and innovation
                  • Competition hots up
                    • Figure 4: Distribution of kitchens, 2015 (est)
                  • Internet is essential as part of the customer journey
                    • High growth from Wren and Howdens
                      • Three major kitchen suppliers dominate in the UK
                        • Range development
                          • Magnet innovates with fold-out and hidden shelving
                            • Virtual Reality enhances visuals
                              • Online developments
                                • Store layouts and design continue to develop
                                  • John Lewis focuses on the Smart Home
                                    • The consumer
                                      • 22% of homes have a separate utility room
                                        • Figure 5: Kitchen/utility room in household, July 2016
                                      • 49% have all free-standing kitchen appliances
                                        • Figure 6: Type of appliances in kitchen, July 2016
                                      • Wide variety of kitchen layouts in the UK’s homes
                                        • Figure 7: Kitchen and dining areas, July 2016
                                      • Some 5% of kitchens refitted each year
                                        • Figure 8: Kitchen and utility room refit/repair, July 2016
                                      • Home owners more likely to refit or repair
                                        • Figure 9: Kitchen and utility room refit/repair, who paid, July 2016
                                      • Room refits are comprehensive
                                        • Figure 10: Details of kitchen/utility room refits, July 2016
                                      • Fittings and accessories are the biggest expense
                                        • Figure 11: Amount spent on kitchen/utility room refits, July 2016
                                      • Keeping the kitchen updated
                                        • Figure 12: Reasons for refitting the kitchen, July 2016
                                      • Remaining in control
                                        • Figure 13: Influence of builder on deciding where to buy kitchens, July 2016
                                      • 57% shop at DIY retailers
                                        • Figure 14: Retailers/suppliers used for kitchens, July 2016
                                      • The people factor
                                        • Figure 15: Factors influencing choice of retailer/supplier, July 2016
                                      • Non-buyers focus more on price
                                        • Figure 16: Factors influencing choice of retailer/supplier, July 2016
                                      • Kitchen customer target groups
                                        • Figure 17: Target groups for kitchens, July 2016
                                      • What we think
                                      • Issues and Insights

                                        • How much influence do builders have in choosing where to buy?
                                          • The facts
                                            • The implications
                                              • Kitchen planners are a vital ingredient in this market place
                                                • The facts
                                                  • The implications
                                                    • How is the role of the kitchen changing?
                                                      • The facts
                                                        • The implications
                                                        • The Market – What You Need to Know

                                                          • Uncertainty governs consumer sentiment
                                                            • Cupboards account for 57% of spending
                                                              • Competition for kitchens intensifies
                                                                • Internet is hugely important as a source of ideas
                                                                  • Will we see ‘improve not move’ in post-Brexit Britain?
                                                                    • The impact of private renting
                                                                      • The kitchen is a home hub
                                                                        • How the nation cooks
                                                                          • Charging electronic devices in the kitchen
                                                                          • Market Size and Forecast

                                                                            • Uncertainty governs consumer sentiment
                                                                              • Figure 18: Consumer spending on kitchens, 2011-21
                                                                            • Slowdown in market growth post-Brexit
                                                                              • Figure 19: Consumer spending on kitchens, 2011-21
                                                                            • The impact of the EU referendum vote
                                                                              • Spending on the home was down in previous slowdowns
                                                                                • Figure 20: Alternative market scenarios for the post-Brexit kitchen furniture market, at current prices, 2016-21
                                                                                • Figure 21: Detailed Post-Brexit scenarios for the kitchen market, at current prices, 2016-21
                                                                              • Consumers are already shopping with savvy
                                                                                • Forecast methodology
                                                                                • Market Segmentation

                                                                                  • Cupboards account for 57% of spending
                                                                                    • Figure 22: Market for kitchens, by segment, 2015 (Est)
                                                                                  • The kitchen as a living space
                                                                                    • Connecting up to the internet
                                                                                      • Instant hot water
                                                                                        • Innovative storage
                                                                                        • Channels to Market

                                                                                          • DIY stores face intensifying competition
                                                                                            • Figure 23: Distribution of kitchens, 2015 (est)
                                                                                          • The role of online browsing and selling
                                                                                          • Market Drivers

                                                                                            • The housing market
                                                                                              • Figure 24: housing transactions, UK, Feb 15-July 16
                                                                                            • Will a slower housing market mean a surge in ‘improve not move?’
                                                                                              • Private renting
                                                                                                • Figure 25: Housing tenure, UK, 2012-16
                                                                                              • Home improvements
                                                                                                • Figure 26: Spending plans for the home, June 2012 – August 2016
                                                                                                • Figure 27: Percentage point change in intention to spend on the home, June-August 2015-16
                                                                                              • The kitchen is a home hub
                                                                                                • Figure 28: Reasons for spending on the home, November 2015
                                                                                              • Extending the home
                                                                                                • Figure 29: Extensions and conservatories in the last three years, by age and socio-economic group, November 2015
                                                                                              • Cooking from scratch
                                                                                                • Figure 30: Frequency of cooking in the home, by type of meal, February 2016
                                                                                              • The convenience of prepared foods
                                                                                                • Figure 31: Frequency of cooking in the home, meals cooked completely from scratch, February 2016
                                                                                              • Charging devices in the kitchen
                                                                                                • Figure 32: Personal ownership of consumer technology products, December 2015
                                                                                            • Companies and Brands – What You Need to Know

                                                                                              • Homebase sold to Wesfarmers
                                                                                                • High growth from Wren and Howdens
                                                                                                  • High profitability at Howdens
                                                                                                    • Fitting services are highly important
                                                                                                      • Three major kitchen suppliers dominate in the UK
                                                                                                        • Range development
                                                                                                          • Smaller chains and independents pitch for a higher-end customer
                                                                                                            • Magnet demonstrates its commitment to innovation
                                                                                                              • Online developments
                                                                                                                • Stores innovate with layout and design
                                                                                                                  • Virtual Reality enhances visuals
                                                                                                                    • John Lewis focuses on the Smart Home
                                                                                                                    • Companies and Brands – Retailers

                                                                                                                      • Retail turnover
                                                                                                                        • High growth from Wren and Howdens
                                                                                                                          • Figure 33: Leading kitchen retailers, total company turnover, 2011-15
                                                                                                                        • Operating profit
                                                                                                                          • Figure 34: Leading kitchen retailers, operating profit, 2011-15
                                                                                                                        • Operating margin
                                                                                                                          • Figure 35: Leading kitchen retailers, operating margin, 2011-15
                                                                                                                        • Store numbers
                                                                                                                          • Figure 36: Leading kitchen retailers, store numbers, 2011-15
                                                                                                                        • Sales per store
                                                                                                                          • Figure 37: Leading kitchen retailers, sales per store (excluding VAT), 2011-15
                                                                                                                        • Magnet is the dominant kitchen chain in the UK
                                                                                                                          • Growing competition from Wren
                                                                                                                            • Howdens unique formula is highly successful
                                                                                                                              • DIY retailers dominate retailing of kitchens
                                                                                                                                • Bunnings fascia to replace Homebase
                                                                                                                                  • Serving the trade
                                                                                                                                    • Stiff competition from builders’ merchants
                                                                                                                                      • Ikea gains ground
                                                                                                                                        • John Lewis
                                                                                                                                          • Other specialists
                                                                                                                                          • Companies and Brands – Suppliers

                                                                                                                                            • Nobia is the leading supplier of kitchens in the UK
                                                                                                                                              • Figure 38: Suppliers of kitchen furniture, turnover, 2011-15
                                                                                                                                          • Competitive Strategies

                                                                                                                                            • Focus on full service
                                                                                                                                              • Improving geographical reach
                                                                                                                                                • Figure 39: Store numbers, leading kitchen retailers, 2011-15
                                                                                                                                              • IKEA re-addresses product quality
                                                                                                                                              • Launch Activity and Innovation

                                                                                                                                                • Magnet benefits from process of continuous innovation
                                                                                                                                                  • Figure 40: Magnet, pull down shelves, 2016
                                                                                                                                                  • Figure 41: Magnet, work top shelves, 2016
                                                                                                                                                  • Figure 42: Magnet, Worktop plus, 2016
                                                                                                                                                • Retail innovation
                                                                                                                                                  • B&Q improving its online to in-store journey
                                                                                                                                                    • New concept DIY stores
                                                                                                                                                      • Consumer generated content
                                                                                                                                                        • IKEA develops small footprint stores
                                                                                                                                                          • Virtual Reality Kitchens
                                                                                                                                                            • John Lewis focuses on the Smart Home
                                                                                                                                                              • Wren training academy
                                                                                                                                                                • Product innovations
                                                                                                                                                                  • Sink with a fold-away tap
                                                                                                                                                                    • Figure 43: ICON sink with fold-away tap, August 2015
                                                                                                                                                                  • Sliding doors in the kitchen
                                                                                                                                                                    • Figure 44: Topline L sliding doors, August 2015
                                                                                                                                                                • Advertising and Marketing Activity

                                                                                                                                                                  • £42 million of adspend on kitchens
                                                                                                                                                                    • Figure 45: Total above-the line, online display and direct mail advertising expenditure on kitchens, 2012-15
                                                                                                                                                                  • B&Q’s kitchen advertising jumps in 2015
                                                                                                                                                                    • Figure 46: top ten advertisers, kitchens, 2012-15
                                                                                                                                                                  • Television dominates media spend
                                                                                                                                                                    • Figure 47: Advertising for kitchens, by media, 2015
                                                                                                                                                                  • Advertising specifics
                                                                                                                                                                    • Wickes focusses on a kitchen as a family hub
                                                                                                                                                                      • IKEA encourages kitchen fun
                                                                                                                                                                        • B&Q promoting online searches
                                                                                                                                                                          • Magnet features beauty and innovation
                                                                                                                                                                            • Nielsen Ad Intel coverage
                                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                                              • Variety of kitchen layouts
                                                                                                                                                                                • Fashion for built-in appliances
                                                                                                                                                                                  • Kitchens refitted every 20 years
                                                                                                                                                                                    • Kitchen refits are comprehensive
                                                                                                                                                                                      • Reasons for kitchen refits
                                                                                                                                                                                        • Creating services that appeal to builders
                                                                                                                                                                                          • 29% bought from B&Q
                                                                                                                                                                                            • Human contact is a vital ingredient
                                                                                                                                                                                              • An investment, but a hassle
                                                                                                                                                                                                • Happiness at home
                                                                                                                                                                                                  • Four key target groups
                                                                                                                                                                                                  • Kitchen/Utility Room in Household

                                                                                                                                                                                                    • 22% of households has a utility room
                                                                                                                                                                                                      • Figure 48: Kitchen/utility room in household, July 2016
                                                                                                                                                                                                    • Home owners most likely to have a utility room
                                                                                                                                                                                                      • Figure 49: Kitchen/utility room in household, by current housing situation, July 2016
                                                                                                                                                                                                  • Type of Appliances in the Kitchen

                                                                                                                                                                                                      • Figure 50: Type of appliances in the kitchen, July 2016
                                                                                                                                                                                                    • Lower social groups most likely to have free-standing appliances
                                                                                                                                                                                                      • Figure 51: Type of appliances in kitchen, by demographic status, July 2016
                                                                                                                                                                                                    • Higher incomes favour built-in appliances
                                                                                                                                                                                                      • Figure 52: Type of appliances in kitchen, by gross income, July 2016
                                                                                                                                                                                                    • All free-standing kitchens are highly likely when renting
                                                                                                                                                                                                      • Figure 53: Type of appliances in kitchen, by housing situation, July 2016
                                                                                                                                                                                                    • Younger households most likely to have built-in appliances
                                                                                                                                                                                                      • Figure 54: Type of appliances in kitchen, by gender and age, July 2016
                                                                                                                                                                                                  • Kitchen and Dining Areas in the UK’s Homes

                                                                                                                                                                                                      • Figure 55: Kitchen and dining areas, July 2016
                                                                                                                                                                                                    • ABs most likely to have a separate dining room
                                                                                                                                                                                                      • Figure 56: Kitchen and dining areas, by demographic status, July 2016
                                                                                                                                                                                                    • Open plan kitchen/living rooms most common for small households
                                                                                                                                                                                                      • Figure 57: Kitchen and dining areas, by household size, July 2016
                                                                                                                                                                                                    • 15% of homes revamped kitchens in the last three years
                                                                                                                                                                                                      • Figure 58: Kitchen and utility room refit/repair, July 2016
                                                                                                                                                                                                    • Home improvements are more likely for younger householders
                                                                                                                                                                                                      • Figure 59: Kitchen and utility room refit/repair, by gender and age, July 2016
                                                                                                                                                                                                  • Kitchen and Utility Room Refit/Repair

                                                                                                                                                                                                    • Home owners more likely to refit or repair
                                                                                                                                                                                                      • Figure 60: Kitchen and utility room refit/repair, who paid, July 2016
                                                                                                                                                                                                    • Londoners most likely to revamp utility rooms
                                                                                                                                                                                                      • Figure 61: Kitchen and utility room refit/repair, by region, July 2016
                                                                                                                                                                                                    • Households with young families most inclined to revamp kitchens
                                                                                                                                                                                                      • Figure 62: Kitchen and utility room refit/repair, by parenting status, July 2016
                                                                                                                                                                                                    • Kitchen improvements most likely 1-5 years after house moves
                                                                                                                                                                                                      • Figure 63: Kitchen and utility room refit/repair, by time lived in home, July 2016
                                                                                                                                                                                                  • Details of Kitchen/Utility Room Refits

                                                                                                                                                                                                    • 22% of kitchen refits included an instant hot water tap
                                                                                                                                                                                                      • Figure 64: Details of kitchen/utility room refits, July 2016
                                                                                                                                                                                                  • Spend on Kitchen Refits

                                                                                                                                                                                                      • Figure 65: Amount spent on kitchen/utility room refits, July 2016
                                                                                                                                                                                                  • Reasons for Refitting the Kitchen

                                                                                                                                                                                                    • Keeping the kitchen updated
                                                                                                                                                                                                      • Changing the layout
                                                                                                                                                                                                        • Desire to change appliances as part of a refit
                                                                                                                                                                                                          • Figure 66: Reasons for refitting the kitchen, July 2016
                                                                                                                                                                                                      • Influence of Builder on Deciding Where to Buy Kitchens

                                                                                                                                                                                                        • Builders influence 48% of decisions about purchasing kitchens
                                                                                                                                                                                                          • Figure 67: Influence of builder on deciding where to buy kitchens, July 2016
                                                                                                                                                                                                      • Retailers/Suppliers Used for Kitchens

                                                                                                                                                                                                        • Comparing 2016 with 2015
                                                                                                                                                                                                          • Figure 68: Retailers/suppliers used for kitchens, June 2015 and July 2016
                                                                                                                                                                                                        • DIY retailers lead in the kitchen market
                                                                                                                                                                                                          • Figure 69: Retailers/suppliers used for kitchens, July 2016
                                                                                                                                                                                                      • Factors Influencing Choice of Retailer/Supplier

                                                                                                                                                                                                        • Helpful designers are the most influential factor in retail choice
                                                                                                                                                                                                          • Fitting services please
                                                                                                                                                                                                            • Special deals
                                                                                                                                                                                                              • Figure 70: Factors influencing choice of retailer/supplier, July 2016
                                                                                                                                                                                                            • Non-buyers focus more on special deals
                                                                                                                                                                                                              • Figure 71: Factors influencing choice of retailer/supplier, July 2016
                                                                                                                                                                                                            • AB households have a broader wish list
                                                                                                                                                                                                              • Figure 72: Factors influencing choice of retailer/supplier, by demographic status, July 2016
                                                                                                                                                                                                          • Attitudes Regarding Kitchens

                                                                                                                                                                                                              • Figure 73: Attitudes regarding kitchens, July 2016
                                                                                                                                                                                                            • Four main target groups
                                                                                                                                                                                                              • Figure 74: Target groups for kitchens, July 2016
                                                                                                                                                                                                            • Kitchen Hosts (25%)
                                                                                                                                                                                                              • Attitudes to the kitchen
                                                                                                                                                                                                                • Figure 75: Attitudes regarding kitchens, by target group, kitchen hosts. July 2016
                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                • About their kitchens
                                                                                                                                                                                                                  • Recent kitchen revamps
                                                                                                                                                                                                                    • Figure 76: Factors influencing choice of retailer for kitchen refits, by Target groups, kitchen hosts, July 2016
                                                                                                                                                                                                                  • Where they shop
                                                                                                                                                                                                                    • Marketing analysis
                                                                                                                                                                                                                      • Kitchens Add Value (25%)
                                                                                                                                                                                                                        • Attitudes to the kitchen
                                                                                                                                                                                                                          • Figure 77: Attitudes regarding kitchens, by target group, kitchens add value, July 2016
                                                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                                                          • About their kitchens
                                                                                                                                                                                                                            • What influences their choice of retailer?
                                                                                                                                                                                                                              • Figure 78: Factors influencing choice of retailer for kitchen refits, by Target groups, kitchens add value, July 2016
                                                                                                                                                                                                                            • Marketing analysis
                                                                                                                                                                                                                              • Family Kitchens (33%)
                                                                                                                                                                                                                                • Attitudes to the kitchen
                                                                                                                                                                                                                                  • Figure 79: Attitudes regarding kitchens, by target group, family kitchens. July 2016
                                                                                                                                                                                                                                • Who are they?
                                                                                                                                                                                                                                  • About their kitchens
                                                                                                                                                                                                                                    • What influences their choice of retailer?
                                                                                                                                                                                                                                      • Figure 80: Factors influencing choice of retailer for kitchen refits, by Target groups, family kitchens, July 2016
                                                                                                                                                                                                                                    • Marketing analysis
                                                                                                                                                                                                                                      • Cost-conscious Kitchens (17%)
                                                                                                                                                                                                                                        • Attitudes to the kitchen
                                                                                                                                                                                                                                          • Figure 81: Attitudes regarding kitchens, by target group, Cost-conscious Kitchens, JULY 2016
                                                                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                                                                          • About their kitchens
                                                                                                                                                                                                                                            • What influences their choice of retailer?
                                                                                                                                                                                                                                              • Figure 82: Factors influencing choice of retailer for kitchen refits, by Target groups, cost-conscious kitchens, July 2016
                                                                                                                                                                                                                                            • Marketing analysis
                                                                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                                                                  • Consumer research methodology
                                                                                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                    • Forecast Methodology

                                                                                                                                                                                                                                                    Companies Covered

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

                                                                                                                                                                                                                                                    Kitchens and Kitchen Furniture - UK - September 2016

                                                                                                                                                                                                                                                    £1,995.00 (Excl.Tax)