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Description

Description

“The popularity of creative home cooking and baking, especially at weekends, is fuelling demand for more worksurfaces and better storage in the kitchen. The average kitchen space in modern homes is getting smaller, while at the same time people desire bigger, open kitchen spaces as well as more open plan kitchen/living areas in the home. This is creating more demand for extensions or knocking through to open up the kitchen space. Kitchens have become a hub for entertaining, eating and family leisure time at home. This is encouraging households to seek more individuality, greater style and more features when revamping their kitchens. The scale and complexity of a kitchen refit means that few are prepared to undertake the work themselves, preferring to bring in tradespeople to do the work for them. This is a key factor behind the success of trade-focused kitchen businesses including Howdens and Benchmarx.”
– Jane Westgarth, Senior Retail Analyst

This Report looks at the following areas:

  • The trend for spacious, open plan kitchens creates more scope for retailers
  • The importance of meeting a kitchen designer
  • Will the DIY retailers revive their kitchen performance?

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

            • The market
              • 6% spending growth in 2018
                • Positive outlook for spending growth
                  • Figure 1: Consumer spending on kitchens, 2014-24
                • Average spending will rise, driven by design and individualisation
                  • Larger, open plan kitchens will remain popular
                    • Significant changes in channels to market
                      • Figure 2: Kitchens, channels to market, 2014 and 2018
                    • Cooking and eating at home
                      • Kitchens have been getting smaller since the 1960s
                        • 2018-19 enjoyed a steady housing market
                          • Figure 3: UK housing transactions, (percentage change on the same month 2018), January-August 2019
                        • People are beginning to save more and borrow less
                          • Figure 4: Trends in how respondents would describe their financial situation, September 2014-19
                        • Companies and brands
                          • Wren Kitchens overtakes B&Q’s market share
                            • Figure 5: Share of consumer spending on kitchens, 2018 (est)
                          • Variety of companies serve the kitchen market
                            • Substantial changes in the DIY sector
                              • IKEA’s planning studios are a shift in strategy for this major furniture retailer
                                • Trade-facing businesses show fast growth
                                  • Shortening lead times and changes to installation services
                                    • Wren and Magnet can design a bespoke kitchen
                                      • B&Q and Homebase rebrand kitchens
                                        • Pricing strategies
                                          • Social media features ‘real’ kitchens
                                            • John Lewis enters the major refurbishment business
                                              • What the future could hold
                                                • The consumer
                                                  • 23% of homes has a utility room
                                                    • Figure 6: Kitchens and utility rooms in the UK's homes, September 2019
                                                  • 60% of kitchens have at least some built-in appliances
                                                    • Figure 7: Type of appliances in kitchens, September 2019
                                                  • Open plan living means kitchens are a hub for households
                                                    • Figure 8: Description of kitchen and dining areas, September 2019
                                                  • One in five kitchens refitted in the last three years
                                                    • Figure 9: Kitchen and utility room refits and repairs, September 2019
                                                  • 67% of kitchen refits created larger kitchens
                                                    • Figure 10: Kitchen extensions and knock through, September 2019
                                                  • IKEA and B&Q stand out as the most-shopped kitchen retailers
                                                    • Figure 11: Retailers where households spent most for kitchens bought in the last three years, selected companies, September 2018-19
                                                  • Kitchen shoppers are influenced by price, knowledgeable planners and fitting services
                                                    • Figure 12: Factors that influenced choice of retailer, September 2019
                                                  • Non-buyers are slightly more focused on price
                                                    • Figure 13: Factors that would influence choice of retailer (non-buyers), September 2019
                                                  • Priorities for kitchens
                                                    • Figure 14: Priorities for kitchen refits, September 2019
                                                  • Non-buyers focus on improving storage
                                                    • Figure 15: Priorities for kitchens and utility rooms, non-buyers, September 2019
                                                  • The ideal kitchen is spacious, simple and stylish
                                                    • Figure 16: Descriptions of the ideal kitchen, September 2019
                                                  • What we think
                                                  • Issues and Insights

                                                    • The trend for spacious, open plan kitchens creates more scope for retailers
                                                      • The facts
                                                        • The implications
                                                          • The importance of meeting a kitchen designer
                                                            • The facts
                                                              • The implications
                                                                • Will the DIY retailers revive their kitchen performance?
                                                                  • The facts
                                                                    • The implications
                                                                    • The Market – What You Need to Know

                                                                      • 6% spending growth in 2018
                                                                        • Positive outlook for spending growth
                                                                          • Average spending will rise, driven by design and individualisation
                                                                            • Larger, open plan kitchens will remain popular
                                                                              • Significant changes in channels to market
                                                                                • Cooking and eating at home
                                                                                  • Kitchens have been getting smaller since the 1960s
                                                                                    • 2018-19 enjoyed a steady housing market
                                                                                      • People feel positive about their finances
                                                                                      • Market Size and Forecast

                                                                                        • Market growth of 6% in 2018
                                                                                          • Positive outlook for spending growth
                                                                                            • Figure 17: Consumer spending on kitchens, 2014-24
                                                                                          • Average spending on kitchens will continue to rise
                                                                                            • Figure 18: Consumer spending on kitchens, 2014-24
                                                                                          • Forecast methodology
                                                                                          • Market Segmentation

                                                                                            • Complex market with many elements
                                                                                              • Figure 19: Market for kitchens, by segment, 2019 (est)
                                                                                            • Choice of colours is becoming more important
                                                                                              • Cabinets make up over half of kitchen spend
                                                                                                • Innovative storage
                                                                                                  • Worktops benefit from premium demand
                                                                                                    • Emphasis on the kitchen as a home hub
                                                                                                      • Tomorrow’s smart kitchens will place new demands on layout and design
                                                                                                        • Reluctance to build in electronic gadgets
                                                                                                          • Trading up to a boiling water tap
                                                                                                          • Channels to Market

                                                                                                            • Strong gains for kitchen multiples driven by Wren Kitchens
                                                                                                                • Figure 20: Kitchens, channels to market, 2014-18
                                                                                                            • Market Drivers

                                                                                                              • A nation of cooks
                                                                                                                • Figure 21: Frequency of cooking from scratch, August 2019
                                                                                                              • 84% mainly eat their main meals at home
                                                                                                                • Figure 22: Frequency of eating main meals at home, August 2019
                                                                                                              • Easier to order meals for home delivery
                                                                                                                • Kitchens have been getting smaller since the 1960s
                                                                                                                  • Figure 23: kitchen area, by decade homes were built, 2019
                                                                                                                • 2018-19 enjoyed a steady housing market
                                                                                                                  • Figure 24: UK housing transactions, by country, year to end, March 2015-19
                                                                                                                • Slowdown in housing transactions in 2019
                                                                                                                  • Figure 25: UK housing transactions (percentage change on the same month 2018), January-July 2019
                                                                                                                • People feel positive about their finances
                                                                                                                  • Figure 26: Trends in how respondents would describe their financial situation, September 2014-19
                                                                                                                • Signs of consumer caution
                                                                                                                  • Figure 27: Trends in selected activities done, January 2018-September 2019
                                                                                                                • Positive intentions for spending on the home
                                                                                                                  • Figure 28: Trends in selected activities done and planned, spend money on my home, January 2018-September 2019
                                                                                                              • Companies and Brands – What You Need to Know

                                                                                                                • Wren Kitchens overtakes B&Q’s market share
                                                                                                                  • Variety of companies serve the kitchen market
                                                                                                                    • Substantial changes in the DIY sector
                                                                                                                      • IKEA’s planning studios are a shift in strategy for this major furniture retailer
                                                                                                                        • Trade-facing businesses show fast growth
                                                                                                                          • Shortening lead times and changes to installation services
                                                                                                                            • Wren and Magnet can design a bespoke kitchen
                                                                                                                              • Planet-friendly kitchens
                                                                                                                                • B&Q and Homebase rebrand kitchens
                                                                                                                                  • Pricing strategies
                                                                                                                                    • Social media features ‘real’ kitchens
                                                                                                                                      • John Lewis enters the major refurbishment business
                                                                                                                                        • What the future could hold
                                                                                                                                        • Market shares

                                                                                                                                          • Wren moved ahead of B&Q in 2018
                                                                                                                                            • Figure 29: Share of consumer spending on kitchens, 2018 (est)
                                                                                                                                          • Wren and Howdens forge ahead
                                                                                                                                            • Figure 30: Consumer spending on kitchens, change in market share by company, 2014-18
                                                                                                                                          • Leading kitchen retailers – turnover
                                                                                                                                            • Wren Kitchens is the largest specialist
                                                                                                                                              • Wickes interim results for 2019 are very positive
                                                                                                                                                • B&Q sees sales decrease in the first half year of 2019
                                                                                                                                                  • Magnet’s turnover +13.4% between 2014-18
                                                                                                                                                    • Substantial change in the DIY sector
                                                                                                                                                      • Trade-facing businesses show fast growth
                                                                                                                                                        • Figure 31: Leading kitchen retailers, total company turnover, (excluding VAT), 2014-18
                                                                                                                                                      • Leading kitchen retailers – operating profit
                                                                                                                                                        • Operating profit rises for some and slumps for others
                                                                                                                                                          • Figure 32: Leading kitchen retailers, operating profit, 2014-18
                                                                                                                                                        • Wide variations in profitability of the leading retailers
                                                                                                                                                          • Figure 33: Leading kitchen retailers, operating margin, 2014-18
                                                                                                                                                        • Howdens reaches almost 700 stores by 2018 and aims for 850
                                                                                                                                                          • Figure 34: Leading kitchen retailers, store numbers, 2014-18
                                                                                                                                                        • Wren’s sales per store growth helped by range expansion and larger stores
                                                                                                                                                          • Figure 35: Leading kitchen retailers, total sales per store, 2014-18
                                                                                                                                                        • Smaller kitchen retailers
                                                                                                                                                          • Slowing growth after 2017
                                                                                                                                                            • Figure 36: Selected kitchen specialists, turnover (excluding VAT), 2014-18
                                                                                                                                                          • 2017 a poor year for profit
                                                                                                                                                            • Figure 37: Selected kitchen specialists, operating profit, 2014-18
                                                                                                                                                          • Operating margins under pressure
                                                                                                                                                            • Figure 38: Selected kitchen specialists, operating margin, 2014-18
                                                                                                                                                          • Hammonds has the most stores
                                                                                                                                                            • Figure 39: Selected kitchen specialists, store numbers, 2014-18
                                                                                                                                                          • Low growth in turnover per outlet
                                                                                                                                                            • Figure 40: Selected kitchen specialists, turnover per store (excluding VAT), 2014-18
                                                                                                                                                        • Competitive Strategies

                                                                                                                                                          • Shortening lead times and changes to installation services
                                                                                                                                                            • The bespoke kitchen
                                                                                                                                                              • Planet-friendly kitchens
                                                                                                                                                                • Own label appliances
                                                                                                                                                                  • New branding strategies
                                                                                                                                                                    • Pricing strategies
                                                                                                                                                                      • Social media features ‘real’ kitchens
                                                                                                                                                                        • Catering for compact kitchens
                                                                                                                                                                          • Catering for changing kitchen trends
                                                                                                                                                                          • Launch Activity and Innovation

                                                                                                                                                                            • Design studio for customising IKEA kitchens
                                                                                                                                                                              • Figure 41: Holte design studio, London, 2019
                                                                                                                                                                            • New high-end kitchen collaboration between Heals and Lux Group
                                                                                                                                                                              • Figure 42: Lux Group, Brookmans for Heal’s, November 2019
                                                                                                                                                                            • John Lewis expands home services capabilities
                                                                                                                                                                              • Rent instead of buying
                                                                                                                                                                                • Rethinking storage
                                                                                                                                                                                  • Figure 43: Pegboard storage by Handwerk, 2019
                                                                                                                                                                                • Kitchens for tiny spaces
                                                                                                                                                                                  • Figure 44: Sanwa, kitchens for micro-living, 2019
                                                                                                                                                                                • Shared living in micro-apartments
                                                                                                                                                                                  • Figure 45: The Collective, shared living, 2019
                                                                                                                                                                              • Advertising and Marketing Activity

                                                                                                                                                                                • High level of advertising activity for kitchens
                                                                                                                                                                                  • Figure 46: Total above-the line, online display and direct mail advertising expenditure on kitchens, 2015-18
                                                                                                                                                                                • Retailers dominate the top advertisers
                                                                                                                                                                                  • Figure 47: Top ten advertisers, kitchens, 2015-18
                                                                                                                                                                                • Wren, Wickes and IKEA dominate 2019 advertising
                                                                                                                                                                                  • Figure 48: Top ten advertisers, kitchens, year to August 2019
                                                                                                                                                                                  • Figure 49: Wren Kitchens, image showing the delivery stage of a Wren Kitchen, 2018
                                                                                                                                                                                • New agencies appointed in 2019
                                                                                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                                                                    • 23% of homes have a utility room
                                                                                                                                                                                      • 60% of kitchens have at least some built-in appliances
                                                                                                                                                                                        • Open plan living means kitchens are a hub for households
                                                                                                                                                                                          • 22% of kitchens refitted in the last three years
                                                                                                                                                                                            • 67% of kitchen refits created larger kitchens
                                                                                                                                                                                              • IKEA and B&Q stand out as the most-shopped kitchen retailers
                                                                                                                                                                                                • Kitchen shoppers are influenced by price, knowledgeable planners and fitting services
                                                                                                                                                                                                  • Purchasers prioritise storage, work surfaces, design accents and a tailored appearance
                                                                                                                                                                                                    • Non-buyers are slightly more focused on improving storage
                                                                                                                                                                                                      • The ideal kitchen is spacious, simple and stylish
                                                                                                                                                                                                      • Kitchens and Utility Rooms in the UK's Homes

                                                                                                                                                                                                        • 23% of homes have a utility room
                                                                                                                                                                                                          • Figure 50: Kitchens and utility rooms in the UK's homes, September 2019
                                                                                                                                                                                                      • Built-in or Freestanding Appliances

                                                                                                                                                                                                        • 60% of kitchens have at least some built-in appliances
                                                                                                                                                                                                          • Figure 51: Type of appliances in kitchens, September 2019
                                                                                                                                                                                                        • Drop in popularity for freestanding appliances
                                                                                                                                                                                                          • Figure 52: Type of appliances in kitchens, July 2013 and September 2019
                                                                                                                                                                                                        • Younger households are most likely to have all built-in appliances
                                                                                                                                                                                                          • Figure 53: Type of appliances in kitchens, by age group, September 2019
                                                                                                                                                                                                        • 38% of outright homeowners have fully built-in kitchens
                                                                                                                                                                                                          • Figure 54: Type of appliances in kitchens, by tenure, September 2019
                                                                                                                                                                                                      • Layout of the UK's Kitchens

                                                                                                                                                                                                        • Open plan living is widespread
                                                                                                                                                                                                          • Figure 55: Description of kitchen and dining areas, September 2019
                                                                                                                                                                                                      • Kitchen and Utility Room Refits and Repairs

                                                                                                                                                                                                        • One in five kitchens refitted in the last three years
                                                                                                                                                                                                          • Figure 56: Kitchen and utility room refits and repairs, September 2019
                                                                                                                                                                                                      • Kitchen Extensions

                                                                                                                                                                                                        • 67% of kitchen refits created larger kitchens
                                                                                                                                                                                                          • Figure 57: Kitchen extensions and knock through, September 2019
                                                                                                                                                                                                      • Retailers Where Households Spent Most for Kitchens

                                                                                                                                                                                                        • IKEA and B&Q stand out as the most-shopped kitchen retailers
                                                                                                                                                                                                          • Why IKEA is moving ahead
                                                                                                                                                                                                            • B&Q has closed stores and stopped fitting services
                                                                                                                                                                                                              • Plenty of other changes shape the retail landscape
                                                                                                                                                                                                                • Figure 58: Retailers where households spent most for kitchens bought in the last three years, selected companies, September 2018-19
                                                                                                                                                                                                            • Factors that Influence Choice of Retailer

                                                                                                                                                                                                              • Kitchen shoppers are influenced by price, knowledgeable planners and fitting services
                                                                                                                                                                                                                  • Figure 59: Factors that influenced choice of retailer, September 2018
                                                                                                                                                                                                                • Non-buyers are slightly more focused on price
                                                                                                                                                                                                                  • Figure 60: Factors that would influence choice of retailer (non-buyers), September 2019
                                                                                                                                                                                                              • Priorities for Kitchens

                                                                                                                                                                                                                • Storage please
                                                                                                                                                                                                                  • Creating more work surfaces
                                                                                                                                                                                                                    • Design touches
                                                                                                                                                                                                                      • Appliances are a big part of the process
                                                                                                                                                                                                                        • Figure 61: Priorities for kitchen refits, September 2019
                                                                                                                                                                                                                      • Non-buyers are slightly more focused on improving storage
                                                                                                                                                                                                                        • Figure 62: Priorities for kitchens and utility rooms, non-buyers, September 2019
                                                                                                                                                                                                                    • The Ideal Kitchen

                                                                                                                                                                                                                      • The ideal kitchen is spacious, simple and stylish
                                                                                                                                                                                                                        • Figure 63: Descriptions of the ideal kitchen, September 2019
                                                                                                                                                                                                                      • Younger households seek more uniqueness
                                                                                                                                                                                                                        • Figure 64: Descriptions of the ideal kitchen, by age band, September 2019
                                                                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                            • Forecast methodology

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