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Bathroom and Bathroom Accessories - UK - August 2018

"The rise of online sellers in the bathroom market has been rapid, with several companies reaching a substantial size. Their emphasis on price is a key factor in drawing customers away from retailers with shops, but there is more to it than this. Consumer expectations of shopping are changing and people expect to be able to get what they want on the internet and like to buy online. Conventional retailers, with shops, are already investing heavily in their online platforms and, to compete successfully in the future, must continue to make it easy for their customers to shop with them online as well as offline. Expect to see more online developments including chat with a designer, greater flexibility about shopping touchpoints and more promises that prices and value for money are unbeatable."
- Jane Westgarth, Senior Retail Analyst

This Report looks at the following areas:

  • Will disruption in the DIY market play into the hands of independents? 
  • Will consumers buy into smart bathrooms?
  • How much do installation services matter?

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Table of contents

  1. Overview

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

          • The market
            • 11% growth forecast during 2018-23
              • Figure 1: Consumer spending on bathroom fittings and furniture, 2013-23
            • Accessories to account for 15% market share by 2023
              • Figure 2: Consumer spending on bathroom fittings, furniture and accessories, 2013-23
            • Showers and cabinet furniture popular in today’s bathrooms
              • Figure 3: Market for bathroom fittings and accessories, by segment, 2018 (est)
            • Consumers more aware of consumption habits
              • Owner-occupiers are core consumers
                • 1.3 million more homes by 2022
                  • More demand for accessible bathing
                    • Companies and brands
                      • Significant changes in distribution
                        • Figure 4: Market share of bathrooms, by selected retailers, 2013-17 (est)
                      • Bathstore is the largest retail specialist
                        • Victorian Plumbing grabs market share
                          • Other bathroom specialists are smaller
                            • Wide range of bathroom suppliers
                              • Amazon introduces installation services
                                • Geberit engages the senses
                                  • Brand collaboration in bathrooms
                                    • The consumer
                                      • Owner occupiers are core target customers for bathroom makeovers
                                        • Figure 5: Bathroom refits, installations and updates in the last three years, June 2018
                                      • Bathrooms need to be up-to-date and add value to a home
                                        • Figure 6: Priorities for bathrooms, June 2018
                                      • Bathroom projects are comprehensive
                                        • Figure 7: Features included in bathroom projects, June 2018
                                      • In-store or online?
                                        • Figure 8: In-store or online shopping for bathrooms, June 2018
                                      • DIY chains dominate the bathroom market
                                        • Figure 9: Retailers used for bathroom fittings, June 2018
                                      • Shoppers want good prices, nice showrooms and the option to buy online
                                        • Figure 10: Factors influencing choice of bathroom retailer, June 2018
                                      • Cut the chores and personalise settings
                                        • No technology thanks!
                                          • Figure 11: Interest in bathroom technology, June 2018
                                        • What we think
                                        • Issues and Insights

                                          • Will disruption in the DIY market play into the hands of independents?
                                            • The facts
                                              • The implications
                                                • Will consumers buy into smart bathrooms?
                                                  • The facts
                                                    • The implications
                                                      • How much do installation services matter?
                                                        • The facts
                                                          • The implications
                                                          • The Market – What You Need to Know

                                                            • 11% growth forecast between 2018-23
                                                              • Accessories to account for 15% market share by 2023
                                                                • Showers and cabinet furniture popular in today’s bathrooms
                                                                  • Significant changes in market shares
                                                                    • Two thirds of adults prefer to shower than bathe
                                                                      • 10 million homes has a smart meter
                                                                        • Close links to the housing market
                                                                          • 1.3 million more homes by 2022
                                                                            • More demand for accessible bathing
                                                                            • Market Size and Forecast

                                                                              • Cautious outlook for bathroom spending
                                                                                • Figure 12: Consumer spending on bathroom fittings and furniture, 2013-23
                                                                              • New accessories can be a low-cost way to revamp a bathroom
                                                                                • Figure 13: Consumer spending on bathroom accessories, 2013-23
                                                                              • Spend will be 4% down after stripping out inflation
                                                                                • Figure 14: Consumer spending on bathroom fittings, furniture and accessories, 2013-23
                                                                              • Forecast methodology
                                                                              • Market Segmentation

                                                                                • Accessories to account for 15% market share by 2023
                                                                                  • Figure 15: Consumer spending on bathroom fittings, furniture and accessories, 2013-23
                                                                                • Showers and cabinet furniture popular in today’s bathrooms
                                                                                  • Figure 16: Market for bathroom fittings and accessories, by segment, 2018 (est)
                                                                                • Strong demand for showers
                                                                                  • Figure 17: Bathroom fittings market, share by segment, 2013 and 2018 (est)
                                                                                • Trend for fitted or modular cabinet furniture
                                                                                  • Innovation in the shower market
                                                                                    • Statement shower heads create focal points
                                                                                      • Adding to the style
                                                                                        • Innovation in WCs
                                                                                          • Larger mirrors
                                                                                            • Advances in lighting and controls
                                                                                            • Channels to Market

                                                                                              • Significant changes in market shares
                                                                                                • Figure 18: Market share of bathrooms, by selected retailers, 2013-17 (est)
                                                                                              • B&Q focusses on everyday-low-prices
                                                                                                • Wickes store revamps are paying off
                                                                                                  • Homebase will be a much smaller business
                                                                                                    • Bathstore’s expertise shines through
                                                                                                      • Rise of the online specialists
                                                                                                        • IKEA could up its game in bathrooms
                                                                                                          • The premium niche
                                                                                                          • Market Drivers

                                                                                                            • Two thirds of adults prefer to shower than bathe
                                                                                                              • Figure 19: Changes in frequency of bathroom routines, November 2016
                                                                                                            • 10 million homes have a smart meter
                                                                                                              • Housing sales stimulate bathroom makeovers
                                                                                                                • Figure 20: Housing transactions, UK, 2013-17
                                                                                                                • Figure 21: Housing transactions, percentage change on previous year, by country, January-May 2017-18
                                                                                                              • 1.3 million more households by 2022
                                                                                                                • Figure 22: UK households by size, 2012, 2017 and 2022 (fore)
                                                                                                              • Ageing population creates demand for accessible bathing
                                                                                                                • Figure 23: Population projections, aged 65+, 2017 and 2022
                                                                                                              • Changing profile of home ownership
                                                                                                                • Figure 24: Household tenure, by age, 2018
                                                                                                              • 26% feel their finances are healthy
                                                                                                                • Figure 25: Current financial situation, February 2018
                                                                                                            • Companies and Brands – What You Need to Know

                                                                                                              • Wide range of bathroom suppliers
                                                                                                                • Bathstore is the largest retail specialist
                                                                                                                  • Victorian Plumbing grabs market share
                                                                                                                    • Other bathroom chains
                                                                                                                      • Amazon introduces installation services
                                                                                                                        • Joseph Joseph introduces first bathroom accessories range
                                                                                                                          • Geberit engages the senses
                                                                                                                            • Brand collaboration in bathrooms
                                                                                                                            • Companies and Brands – Suppliers

                                                                                                                              • Key suppliers and their brands
                                                                                                                                • Figure 26: Leading companies in the bathroom furniture and accessories market and their brands, 2017
                                                                                                                              • Key supplier revenues
                                                                                                                                • Norcros has been acquisitive
                                                                                                                                  • Restructure at Geberit
                                                                                                                                    • Roper Rhodes emphasises design
                                                                                                                                      • Aqualisa aims at high-tech showers
                                                                                                                                        • Figure 27: Selected leading bathroom suppliers, revenue MSP, 2012-17
                                                                                                                                      • Key supplier operating profits
                                                                                                                                        • Figure 28: Selected leading bathroom suppliers, operating profit, 2013-17
                                                                                                                                    • Companies and Brands – Retailers

                                                                                                                                      • High growth for bathroom specialists
                                                                                                                                        • Figure 29: Selected bathroom retailers, turnover, 2013-17
                                                                                                                                      • Operating profits vary widely
                                                                                                                                        • Figure 30: Selected bathroom retailers, operating profit, 2013-17
                                                                                                                                      • Victorian Plumbing generates highest margin
                                                                                                                                        • Figure 31: Selected bathroom retailers, operating margin, 2013-17
                                                                                                                                      • Better Bathrooms has invested in opening stores
                                                                                                                                        • Figure 32: Selected bathroom retailers, store numbers, 2013-17
                                                                                                                                      • Bathstore
                                                                                                                                        • C. P. Hart acquires new showrooms in 2018
                                                                                                                                          • Porcelanosa has 22 showrooms
                                                                                                                                            • Other retailers with bathrooms
                                                                                                                                              • Figure 33: Selected retailers with bathroom departments, turnover, 2013-17
                                                                                                                                            • Buying Groups
                                                                                                                                              • Other bathroom specialists
                                                                                                                                                • Other companies
                                                                                                                                                  • Figure 34: Bathroom Takeaway, warehouse opening, 2018
                                                                                                                                                • Houzz launches Houzz Shop
                                                                                                                                                  • Howdens adds bathroom cabinets
                                                                                                                                                    • Wickes smaller stores feature bathrooms in a mezzanine space
                                                                                                                                                      • Figure 35: Wickes, mezzanine kitchen and bathroom showroom, 2018
                                                                                                                                                    • John Lewis offers fully serviced bathroom installation
                                                                                                                                                      • Figure 36: John Lewis, fitted bathroom service, 2018
                                                                                                                                                    • Bathroom showrooms at merchants
                                                                                                                                                    • Competitive Strategies

                                                                                                                                                      • Bathstore’s transformation to omni-channel specialist
                                                                                                                                                        • Attracting small builders
                                                                                                                                                          • More convenient access for shoppers
                                                                                                                                                            • Full service and installation
                                                                                                                                                              • Development of own-labels
                                                                                                                                                                • Going an extra mile for deliveries
                                                                                                                                                                  • Supplier showrooms
                                                                                                                                                                    • Figure 37: Roca, London gallery, 2011
                                                                                                                                                                • Launch Activity and Innovation

                                                                                                                                                                  • Amazon introduces installation services
                                                                                                                                                                    • Figure 38: Amazon, installation services, June 2018
                                                                                                                                                                  • Bathstore collaborates with Elle Decoration
                                                                                                                                                                    • Figure 39: Elle Decoration, noir collection, 2018
                                                                                                                                                                  • Joseph Joseph introduces first bathroom accessories range
                                                                                                                                                                    • Figure 40: joseph Joseph, bathroom accessories range, 2018
                                                                                                                                                                  • Duravit engages designers creating award-winning products
                                                                                                                                                                    • Figure 41: Duravit, Luv bathroom range, 2018
                                                                                                                                                                    • Figure 42: Duravit, C.1 taps, 2018
                                                                                                                                                                  • Geberit engages the senses
                                                                                                                                                                    • Figure 43: Geberit, sensory bathrooms, 2018
                                                                                                                                                                  • Brand collaboration in bathrooms
                                                                                                                                                                    • Figure 44: Roper Rhodes’ Laura Ashley bathroom collection 2018
                                                                                                                                                                • Advertising and Marketing Activity

                                                                                                                                                                  • 16% fall in advertising expenditure in 2017
                                                                                                                                                                    • Figure 45: Total above-the line, online display and direct mail advertising expenditure on bathrooms, 2014-17
                                                                                                                                                                  • Victoria Plum is the largest advertiser
                                                                                                                                                                    • Figure 46: Share of above-the line, online display and direct mail advertising expenditure on bathrooms, 2017
                                                                                                                                                                  • Online retailers raise awareness of their brands
                                                                                                                                                                    • Figure 47: Total above-the line, online display and direct mail advertising expenditure on bathrooms, by advertiser, 2014-17
                                                                                                                                                                  • Victoria Plum vs Victorian Plumbing
                                                                                                                                                                    • Press and TV are the most-used media
                                                                                                                                                                      • Figure 48: Media share of above-the line, online display and direct mail advertising expenditure on Bathrooms, 2017
                                                                                                                                                                    • Advertising specifics
                                                                                                                                                                      • Nielsen Ad Intel coverage
                                                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                                                        • Owner occupiers are core target customers for bathroom makeovers
                                                                                                                                                                          • Bathrooms need to be up-to-date and add value to a home
                                                                                                                                                                            • Bathroom projects are comprehensive
                                                                                                                                                                              • 44% of 16-44s bought bathrooms
                                                                                                                                                                                • DIY chains dominate the bathroom market
                                                                                                                                                                                  • Shoppers want good prices, nice showrooms and the option to buy online
                                                                                                                                                                                    • Expert planning and installation services matter
                                                                                                                                                                                      • Technology less appealing
                                                                                                                                                                                        • Cut the chores and personalise settings
                                                                                                                                                                                        • Revamping the Bathroom

                                                                                                                                                                                          • Half of homes bought something for the bathroom
                                                                                                                                                                                            • Complete refits are more likely than partial ones
                                                                                                                                                                                              • 18% completely refitted bathroom in the last 3 years
                                                                                                                                                                                                • Figure 49: Bathroom refits, installations and updates in the last three years, June 2018
                                                                                                                                                                                              • Home owners with a mortgage are key
                                                                                                                                                                                                • Figure 50: Bathroom refits, installations and updates in the last three years at own expense, by tenure, June 2018
                                                                                                                                                                                              • The impact of private renting
                                                                                                                                                                                              • Priorities when Revamping the Bathroom

                                                                                                                                                                                                • Updating appearance drives demand
                                                                                                                                                                                                  • Figure 51: Priorities for bathrooms, June 2018
                                                                                                                                                                                                • Bathrooms as an investment
                                                                                                                                                                                                  • Less of a chore
                                                                                                                                                                                                    • Saving money or saving the planet?
                                                                                                                                                                                                      • Storage is particularly important to 16-44s
                                                                                                                                                                                                        • Would-be priorities for bathrooms
                                                                                                                                                                                                          • Figure 52: Priorities for bathroom refits, installations and updates, by those that have not revamped bathrooms in the last three years, June 2018
                                                                                                                                                                                                      • What is Included in Bathroom Projects?

                                                                                                                                                                                                        • Bathroom projects are comprehensive
                                                                                                                                                                                                          • Popularity of showers
                                                                                                                                                                                                            • Feature radiators and furniture more aspirational
                                                                                                                                                                                                              • Figure 53: Features included in bathroom projects, June 2018
                                                                                                                                                                                                          • Online or In-store Shopping?

                                                                                                                                                                                                            • 36% made purchases online
                                                                                                                                                                                                              • 22% let their builder do the shopping
                                                                                                                                                                                                                • Figure 54: In-store or online shopping for bathrooms, June 2018
                                                                                                                                                                                                            • Retailers Used for Bathrooms

                                                                                                                                                                                                              • B&Q stands out as the most-used retailer
                                                                                                                                                                                                                • Wickes more popular than Homebase
                                                                                                                                                                                                                  • IKEA appeals to the private renter
                                                                                                                                                                                                                    • Figure 55: Retailers used for bathroom fittings, June 2018
                                                                                                                                                                                                                • Factors Influencing Choice of Retailer

                                                                                                                                                                                                                  • People want the best price
                                                                                                                                                                                                                    • Just a click away
                                                                                                                                                                                                                      • Showrooms influence 29%
                                                                                                                                                                                                                        • Full-service matters
                                                                                                                                                                                                                          • Help with planning
                                                                                                                                                                                                                            • Catering for builders
                                                                                                                                                                                                                              • Figure 56: Factors influencing choice of bathroom retailer, June 2018
                                                                                                                                                                                                                          • Interest in Bathroom Technology

                                                                                                                                                                                                                            • Technology – Lack of appeal
                                                                                                                                                                                                                              • Figure 57: Interest in bathroom technology, June 2018
                                                                                                                                                                                                                            • Cleaning please
                                                                                                                                                                                                                              • High-tech showers
                                                                                                                                                                                                                                • Bathrooms as therapy
                                                                                                                                                                                                                                  • Creating better habits
                                                                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                                          • Forecast methodology

                                                                                                                                                                                                                                          Bathroom and Bathroom Accessories - UK - August 2018

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