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Kitchens - UK - August 2009

  • With UK homes getting smaller, clever storage is the most wanted feature by more than six out of ten (22 million internet users aged 16-64), reinforcing the merit of manufacturers continuing efforts to innovate in this area.
  • Consumers are dissatisfied with inadequate lighting when using the kitchen, with four in ten (15 million internet users aged 16-64) wanting built-in lighting in units and over worktops.
  • The ability to customise kitchen units is wanted by nearly half (16.5 million), pointing to an opportunity for retailers to offer more options that include an element of customisation, but not at bespoke prices.
  • With installing a new kitchen seen by 45% (15.8 million) as a good way of adding value to the home and one in five (6 million) spending more time in the kitchen, a balance needs to be struck in terms of style between allowing people to express themselves and boosting saleable value.
  • Most buyers will need help both in terms of planning/designing and installation, with a designer visiting the home (32%) and installation of a made-to-measure kitchen by a professional (33%) the most likely preferred choices.
  • The internet is now a key part of the decision and buying process, with one in three (11 million) wanting to use an online kitchen planner and four in ten (14 million) likely to do research on the internet before deciding where to buy.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Older people – their wants and their needs
              • Men are changing – don’t ignore them
              • Market in Brief

                • A resilient market in tougher times
                  • Within the market
                    • A fragmented marketplace
                      • What consumers want
                        • Figure 1: Summary of target groups and key desired features and services, May 2009
                      • Future prospects sound
                      • Internal Market Environment

                        • Key points
                          • How many buyers are there?
                            • Figure 2: Purchase of kitchen furniture (including fitted kitchens), 2004-08
                          • Expanding outwards and upwards
                            • Figure 3: Ownership and purchasing of home extensions, 2004-08
                          • The home is the hub
                            • Figure 4: Agreement with attitudinal statements relating to the home, 2004, 2006 and 2008
                          • Men’s motivations are a little different
                            • Open to new ideas
                              • Figure 5: Agreement with attitudinal statements relating to home improvements, by gender, 2008
                            • Don’t get me involved
                              • Figure 6: Agreement with attitudinal statement relating to DIY, 2004, 2006 and 2008
                            • Competition at lower end
                              • Kitchens and the environment
                              • Broader Market Environment

                                • Key points
                                  • From crunch to recession
                                    • Figure 7: Trends in GDP, PDI and consumer expenditure, 2004-14
                                  • How consumers are responding
                                    • The impact of the housing market
                                      • Figure 8: Trends in the housing market, 2004-14
                                    • Availability and funds
                                      • Figure 9: Trends in housing equity withdrawal – quarterly data, 2004-Q1 2009
                                    • Needs and wants
                                      • Figure 10: UK households, by size, 2004-14
                                    • Lifestages and children
                                      • Figure 11: Age structure of the UK population, 2004-14
                                    • Income differentials
                                      • Figure 12: UK population, by socio-economic group, 2004-14
                                  • Competitive Context

                                    • Key points
                                      • Sorting the priorities
                                        • Figure 13: Expenditure priorities, 2007-09
                                      • More opportunities from the internet
                                        • Figure 14: Products for the home purchased using the internet for browsing or buying, February 2009
                                      • Researching
                                      • Strengths and Weaknesses in the Market

                                        • Strengths
                                          • Weaknesses
                                          • Who’s Innovating?

                                            • Key points
                                              • Colour for the home
                                                • Will colour take off?
                                                  • Linking areas
                                                    • Technology further blurs the division
                                                      • New twists on functionality
                                                        • Saving trees
                                                          • A new eco-friendly kitchen
                                                            • Enabling the decision
                                                              • Speeding up the result
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • A pause in growth
                                                                    • Figure 15: UK consumer market for kitchens*, 2004-14
                                                                  • The impact of the economy
                                                                    • The future
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Price positioning
                                                                          • Figure 16: Selected examples of current retail product prices, June 2009
                                                                        • An overview of segment performance
                                                                          • Figure 17: UK consumer market for kitchens, by type, 2004, 2006 and 2008
                                                                        • Fitted versus freestanding
                                                                          • Visibility and pricing
                                                                            • General cabinet trends
                                                                              • Updating
                                                                                • Clear vision
                                                                                  • Worktops
                                                                                    • Taps go high-tech
                                                                                      • Installation
                                                                                      • Market Share

                                                                                        • Key points
                                                                                          • A fragmented and diverse market
                                                                                            • Figure 18: Estimated shares of the UK consumer market for kitchens, 2004-08
                                                                                          • Complexity of supply and definition
                                                                                          • Companies and Products

                                                                                            • Magnet
                                                                                              • Howden Joinery
                                                                                                • B&Q
                                                                                                  • MFI
                                                                                                    • MFI and the German connection
                                                                                                      • Moben/Kitchens Direct
                                                                                                        • Homebase
                                                                                                          • Wickes (Travis Perkins)
                                                                                                            • Other companies
                                                                                                              • Omega
                                                                                                                • Symphony
                                                                                                                  • IKEA
                                                                                                                    • Smallbone
                                                                                                                      • Fired Earth
                                                                                                                        • Jewson
                                                                                                                          • John Lewis
                                                                                                                            • Buildbase
                                                                                                                              • Figure 19: Selected other kitchen furniture manufacturers*, 2009
                                                                                                                            • The replacement option
                                                                                                                              • Other specialists
                                                                                                                              • Brand Elements

                                                                                                                                • Key points
                                                                                                                                  • Brand map
                                                                                                                                      • Figure 20: Attitudes towards and usage of kitchen brands, June 2009
                                                                                                                                    • Brand qualities of kitchen brands
                                                                                                                                      • B&Q top for functionality, IKEA most stylish
                                                                                                                                        • Figure 21: Personalities of various kitchen brands, June 2009
                                                                                                                                      • Experience of kitchen brands
                                                                                                                                        • Kitchen expertise – low experience
                                                                                                                                          • Figure 22: Consumer usage of various kitchen brands, June 2009
                                                                                                                                        • Brand intentions for kitchen brands
                                                                                                                                          • Magnet most considered
                                                                                                                                            • Figure 23: Consideration of various kitchen brands, June 2009
                                                                                                                                          • Brand satisfaction for kitchen brands
                                                                                                                                            • IKEA most impresses
                                                                                                                                              • Figure 24: Satisfaction with various kitchen brands, June 2009
                                                                                                                                            • Brand commitment to kitchen brands
                                                                                                                                              • Magnet most worth paying more
                                                                                                                                                • Figure 25: Commitment to various kitchen brands, June 2009
                                                                                                                                              • B&Q
                                                                                                                                                • What the consumer thinks
                                                                                                                                                  • Figure 26: Attitudes towards the B&Q brand, June 2009
                                                                                                                                                • Magnet
                                                                                                                                                  • What the consumer thinks
                                                                                                                                                    • Figure 27: Attitudes towards the Magnet brand, June 2009
                                                                                                                                                  • IKEA
                                                                                                                                                    • What the consumer thinks
                                                                                                                                                      • Figure 28: Attitudes towards the IKEA brand, June 2009
                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                    • Key points
                                                                                                                                                      • Some apparent retrenchment
                                                                                                                                                        • Figure 29: Main monitored media adspend on kitchen furniture, 2005-08
                                                                                                                                                      • Print for flexibility
                                                                                                                                                        • The direct route
                                                                                                                                                          • The most prominent names
                                                                                                                                                            • Figure 30: Main monitored media adspend on kitchen furniture, by major spenders, 2005-08
                                                                                                                                                          • The straightforward approach
                                                                                                                                                            • Magnet tries something different
                                                                                                                                                            • Channels to Market

                                                                                                                                                              • Key points
                                                                                                                                                                • The details
                                                                                                                                                                  • Figure 31: UK consumer market for kitchens, by type of outlet, 2004, 2006 and 2008
                                                                                                                                                                  • Figure 32: Multiple retailers, number of outlets in UK and RoI, June 2009
                                                                                                                                                                • Independent specialists gaining an edge but…
                                                                                                                                                                  • … mixed fortunes for the kitchens and furniture multiples
                                                                                                                                                                    • DIY multiples
                                                                                                                                                                      • Direct sales
                                                                                                                                                                        • Department stores
                                                                                                                                                                          • Consumer perceptions
                                                                                                                                                                            • The role of price
                                                                                                                                                                              • How consumers use suppliers
                                                                                                                                                                              • Choosing a New Kitchen

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Current ownership
                                                                                                                                                                                    • Figure 33: Type of kitchens owned, May 2009
                                                                                                                                                                                  • The adaptability of multi-purpose spaces
                                                                                                                                                                                    • Three priority areas for a new kitchen
                                                                                                                                                                                      • Figure 34: Features or services important when choosing a new kitchen, May 2009
                                                                                                                                                                                    • Other key issues
                                                                                                                                                                                      • Targeting more closely
                                                                                                                                                                                        • Figure 35: Key demographic differences in features or services important when choosing a new kitchen, May 2009
                                                                                                                                                                                      • Does the existing kitchen influence priorities?
                                                                                                                                                                                        • Figure 36: Features or services important, by type of kitchen owned, May 2009
                                                                                                                                                                                    • Attitudes, Buying Behaviour and Intentions

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Choosing, using and buying
                                                                                                                                                                                          • Figure 37: Attitudes towards kitchens, May 2009
                                                                                                                                                                                        • Lots of market potential
                                                                                                                                                                                          • The cautious buyer
                                                                                                                                                                                            • Style considerations
                                                                                                                                                                                              • The kitchen as investment
                                                                                                                                                                                                • Media influences
                                                                                                                                                                                                  • The kitchen as a – crowded – hub
                                                                                                                                                                                                    • Does the existing kitchen influence general attitudes?
                                                                                                                                                                                                      • Figure 38: Attitudes towards kitchens, by type of kitchen owned, May 2009
                                                                                                                                                                                                    • The majority view
                                                                                                                                                                                                      • Those with more room to play with
                                                                                                                                                                                                      • Targeting Opportunities

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Planning on a budget (28%)
                                                                                                                                                                                                            • Indifferent (31%)
                                                                                                                                                                                                              • Home centred (16%)
                                                                                                                                                                                                                • Enduring quality (25%)
                                                                                                                                                                                                                  • Priorities
                                                                                                                                                                                                                    • Figure 39: Features or services important when choosing a new kitchen, by target groups, May 2009
                                                                                                                                                                                                                  • Attitudes
                                                                                                                                                                                                                    • Figure 40: Attitudes towards kitchens, by target groups, May 2009
                                                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                                                    • Figure 41: Purchase of kitchen furniture (including fitted kitchens), by demographics, 2008
                                                                                                                                                                                                                    • Figure 42: Ownership and purchasing of loft conversions and conservatories/sun lounges, by demographics, 2008
                                                                                                                                                                                                                    • Figure 43: Ownership and purchasing of expanded/new kitchen, by demographics, 2008
                                                                                                                                                                                                                    • Figure 44: Ownership and purchasing of other home extensions, by demographics, 2008
                                                                                                                                                                                                                    • Figure 45: Agreement with attitudinal statements relating to the home, by demographics, 2008
                                                                                                                                                                                                                    • Figure 46: Agreement with attitudinal statements relating to home improvements, 2004, 2006 and 2008
                                                                                                                                                                                                                    • Figure 47: Agreement with attitudinal statements relating to DIY and home improvements, by demographics, 2008
                                                                                                                                                                                                                • Appendix – Segment Performance

                                                                                                                                                                                                                    • Figure 48: UK customer market for kitchens*, 2004-09
                                                                                                                                                                                                                • Appendix – Choosing a New Kitchen

                                                                                                                                                                                                                    • Figure 49: Type of kitchen owned, by demographics, May 2009
                                                                                                                                                                                                                    • Figure 50: Services important when choosing a new kitchen, by demographics, May 2009
                                                                                                                                                                                                                    • Figure 51: Kitchen features important when choosing a new kitchen, by demographics, May 2009
                                                                                                                                                                                                                    • Figure 52: Product features important when choosing a new kitchen, by demographics, May 2009
                                                                                                                                                                                                                    • Figure 53: Type of kitchen owned, by services important when choosing a new kitchen, May 2009
                                                                                                                                                                                                                    • Figure 54: Type of kitchen owned, by features important when choosing a new kitchen, May 2009
                                                                                                                                                                                                                    • Figure 55: Type of kitchen owned, by product features important when choosing a new kitchen, May 2009
                                                                                                                                                                                                                • Appendix – Attitudes, Buying Behaviour and Intentions

                                                                                                                                                                                                                    • Figure 56: Attitudes towards and buying behaviour and intentions regarding kitchens, by demographics, May 2009
                                                                                                                                                                                                                    • Figure 57: Further attitudes towards and buying behaviour and intentions regarding kitchens, by demographics, May 2009
                                                                                                                                                                                                                    • Figure 58: Attitudes towards and buying behaviour and intentions regarding kitchens, by type of kitchen owned, May 2009
                                                                                                                                                                                                                • Appendix – Targeting Opportunities

                                                                                                                                                                                                                    • Figure 59: Kitchen target groups, by demographics, May 2009

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                • Argos
                                                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                                                • Bank of England
                                                                                                                                                                                                                • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                • Clive Christian Furniture
                                                                                                                                                                                                                • Co-operative Group
                                                                                                                                                                                                                • Forest Stewardship Council
                                                                                                                                                                                                                • Gfk NOP
                                                                                                                                                                                                                • Gower Kitchens
                                                                                                                                                                                                                • Habitat
                                                                                                                                                                                                                • Home Retail Group
                                                                                                                                                                                                                • Homebase Ltd
                                                                                                                                                                                                                • IKEA
                                                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                                                • John Lewis Plc (department store)
                                                                                                                                                                                                                • Kingfisher UK & Ireland
                                                                                                                                                                                                                • Lidl (UK)
                                                                                                                                                                                                                • Magnet Ltd
                                                                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                                                                • MFI Furniture Group Plc
                                                                                                                                                                                                                • Miele Inc
                                                                                                                                                                                                                • Moben
                                                                                                                                                                                                                • Mowlem plc
                                                                                                                                                                                                                • Nobia (UK)
                                                                                                                                                                                                                • Siemens plc
                                                                                                                                                                                                                • Smallbone & Co (Devizes) Ltd
                                                                                                                                                                                                                • Smeg UK
                                                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                                                • Travis Perkins PLC
                                                                                                                                                                                                                • Travis Perkins Retail
                                                                                                                                                                                                                • Waitrose
                                                                                                                                                                                                                • Wm Morrison Supermarkets

                                                                                                                                                                                                                Kitchens - UK - August 2009

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