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Description

Description

‘People expect a lot from their kitchens. They want the kitchen to be an organised space that can accommodate a lot of possessions, and be a place to eat and entertain. A kitchen must combine practicality, style and a sense of status. But modern homes are getting smaller and a lot of people are combining kitchens into open-plan living. So kitchen designs are highly visible and need to blend into dining and living spaces.’

– Jane Westgarth, Senior Market Analyst

Some questions answered in this report include:

  • What are people prepared to pay a little extra for when they refit their kitchens?
  • Will anything happen in the UK economy to stimulate demand?
  • Is open-plan living changing the way people view their kitchens?
  • What proportion of kitchen refits are DIY?
  • What are the key factors shaping choice of retailer?

What's included

What's included

Table of contents

Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer spending on kitchens and kitchen furniture, 2008-18
            • Market factors
              • Companies and distribution
                • Figure 2: Distribution of Kitchen furniture by major channel, 2012
              • The consumer
                • Figure 3: Arrangement of kitchen appliances, July 2013
                • Figure 4: Arrangement of eating areas and kitchens, July 2013
                • Figure 5: Refitting kitchens, last three years, July 2013
                • Figure 6: Who refitted the kitchen in the last three years, July 2013
                • Figure 7: Spend on kitchen refits, by price band, in the last three years, July 2013
                • Figure 8: Retailers where last kitchen was bought, July 2013
                • Figure 9: Factors influencing choice of kitchen retailer, July 2013
                • Figure 10: Features of kitchens people would be prepared to pay more for, July 2013
              • What we think
              • Issues in the Market

                  • What are people prepared to pay a little extra for when they refit their kitchens?
                    • Will anything happen in the UK economy to stimulate demand?
                      • Is open-plan living changing the way people view their kitchens?
                        • What proportion of kitchen refits are DIY?
                          • What are the key factors shaping choice of retailer?
                          • Trend Application

                              • Trend: Minimise Me
                                • Trend: Influentials
                                  • Mintel Futures: Brand Intervention
                                  • Internal Market Environment

                                    • Key points
                                      • Average age of fitted kitchens
                                        • Figure 11: average age of kitchens and bathrooms, by household tenure, 2007
                                      • Creating more space
                                        • Spending more time at home
                                        • Broader Market Environment

                                          • Key points
                                            • House moves by tenure
                                              • Figure 12: recent house moves, England, by household tenure, 2000-12
                                            • Housing sales in the UK
                                              • Figure 13: Housing transactions, UK, 2008-2012
                                              • Figure 14: Housing transactions, UK, January-June 2013
                                            • Internet first choice for information
                                              • Figure 15: Personal ownership of mobile phones, September 2012, January 2013 and April 2013
                                            • Ownership of personal/tablet computers:
                                              • Figure 16: Household ownership of tablets and computers, September 2012, January 2013 and April 2013
                                            • Demographic changes
                                            • Competitive Context

                                              • Key points
                                                • Consumer spending on household products
                                                  • Figure 17: Comparison of consumer spend on bathroom fittings and accessories did you want to change this to kitchen and kitchen furniture? with other household markets, 2008-12 (est)
                                              • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • What consumers spend on kitchens
                                                        • Figure 18: Consumer spending on kitchens and kitchen furniture, at current and constant 2013 prices, 2008-18
                                                        • Figure 19: Consumer spending on kitchens and kitchen furniture, at current prices, 2008-13
                                                      • Forecast
                                                        • Figure 20: Consumer spending on kitchens and kitchen furniture, at current prices, 2008-18
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Multi-media experience from IKEA
                                                          • B&Q launches Homefit, for jobs you ‘can’t or shouldn’t do’.
                                                            • Pop-up storage for the kitchen
                                                              • Figure 21: S-Box Chef Centre, 2013
                                                            • Low-cost product prevents damage from seeping liquids
                                                            • Companies and Products

                                                              • Key points
                                                                • Kitchen retailers
                                                                  • Figure 22: Multiple retailers, number of UK outlets, July 2013
                                                                • Nobia Group (Magnet, Gower, and Poggenpohl)
                                                                  • Background
                                                                    • Product range
                                                                      • Marketing and Innovation
                                                                        • Howden Joinery
                                                                          • Background
                                                                            • Product range
                                                                              • Innovation and marketing
                                                                                • Kingfisher (B&Q and Screwfix)
                                                                                  • Background
                                                                                    • Product range
                                                                                      • Innovation and marketing
                                                                                        • Homebase
                                                                                          • Background
                                                                                            • Product range
                                                                                              • Innovation and marketing
                                                                                                • Web developments
                                                                                                  • Travis Perkins (Wickes and Benchmarx)
                                                                                                    • Background
                                                                                                      • Product range – Wickes
                                                                                                        • Product range – Travis Perkins
                                                                                                          • Innovation and marketing
                                                                                                            • IKEA
                                                                                                              • Background
                                                                                                                • Product range
                                                                                                                  • Innovation and marketing
                                                                                                                    • Other companies
                                                                                                                      • Wren Kitchens and Bedrooms
                                                                                                                        • Argos
                                                                                                                          • Omega
                                                                                                                            • Symphony
                                                                                                                              • Canburg (Smallbone of Devizes, Mark Wilkinson Furniture and Brookmans)
                                                                                                                                • Fired Earth
                                                                                                                                  • In-toto Kitchens
                                                                                                                                    • Betta Living
                                                                                                                                      • Alno Kitchens
                                                                                                                                        • John Lewis
                                                                                                                                          • Jewson
                                                                                                                                            • Buildbase
                                                                                                                                              • Mereway Kitchens
                                                                                                                                                • Next
                                                                                                                                                  • Tesco
                                                                                                                                                    • Other suppliers of fitted kitchens
                                                                                                                                                      • Other companies
                                                                                                                                                      • Channels of Distribution

                                                                                                                                                        • Key points
                                                                                                                                                          • Distribution of kitchens
                                                                                                                                                            • Figure 23: Distribution of kitchen furniture by major channel, 2012
                                                                                                                                                            • Figure 24: Distribution of kitchen furniture by major channel, 2008-12
                                                                                                                                                          • Tough-going for retailers
                                                                                                                                                            • Strong growth for Howden
                                                                                                                                                              • Online retailing (all furniture)
                                                                                                                                                                • Figure 25: Retailers used for furniture purchases in the last three years, in-store and online, June 2013
                                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                                              • Key points
                                                                                                                                                                • Almost £40 million spent advertising kitchens in 2012
                                                                                                                                                                  • Figure 26: Advertising spend on kitchen furniture, 2009-12
                                                                                                                                                                • Who are the largest advertisers?
                                                                                                                                                                  • Figure 27: Advertising spend on kitchen furniture, by company, 2012
                                                                                                                                                                • Comparing 2011 with 2012
                                                                                                                                                                  • Figure 28: Advertising spend on kitchen furniture, top spenders, 2011 and 2012
                                                                                                                                                                • Advertising in 2013
                                                                                                                                                                  • Figure 29: Advertising spend on kitchen furniture, Jan-June 2012 and 2013
                                                                                                                                                                • Advertising by media
                                                                                                                                                                  • Figure 30: Advertising spend on kitchen furniture, by media type, 2012
                                                                                                                                                                • Advertising specifics
                                                                                                                                                                  • Magnet features quality
                                                                                                                                                                    • Wickes raises awareness of delivery and design
                                                                                                                                                                      • Wren promises savings
                                                                                                                                                                        • IKEA features lifestyle
                                                                                                                                                                          • InSinkErator raises its profile
                                                                                                                                                                          • The Consumer – Types of Kitchen in Their Homes

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Kitchens at home
                                                                                                                                                                                • Are appliances free-standing or built-in?
                                                                                                                                                                                  • Figure 31: Arrangement of kitchen appliances, July 2013
                                                                                                                                                                                • Dining in the kitchen
                                                                                                                                                                                  • Figure 32: Arrangement of eating areas and kitchens, July 2013
                                                                                                                                                                              • The Consumer – Kitchen Refurbishment

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • What people say about refitting their kitchens
                                                                                                                                                                                    • Figure 33: Refitting kitchens in the last three years, July 2013
                                                                                                                                                                                  • 23% of kitchen refits are DIY
                                                                                                                                                                                    • Figure 34: Who refitted the kitchen in the last three years, July 2013
                                                                                                                                                                                • The Consumer – What They Spent

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Spend on kitchen refits
                                                                                                                                                                                      • Figure 35: Spend on kitchen refits, by price band, in the last three years, July 2013
                                                                                                                                                                                      • Figure 36: Spend on kitchen refits, by price and age of shopper, in the last three years, July 2013
                                                                                                                                                                                    • Higher spenders on furniture and fittings get the job done for them
                                                                                                                                                                                      • Figure 37: Spend on kitchen refits, by price and who fitted the kitchen, in the last three years, July 2013
                                                                                                                                                                                  • The Consumer – Where They Bought Kitchen Furniture and Fittings

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Retailers used for buying kitchens
                                                                                                                                                                                        • Figure 38: Retailers where the last kitchen was bought, July 2013
                                                                                                                                                                                        • Figure 39: Retailers where last kitchen was bought, by age, July 2013
                                                                                                                                                                                        • Figure 40: What they spent by type of retailer where last kitchen was bought, July 2013
                                                                                                                                                                                    • The Consumer – Factors Influencing Choice of Retailer

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Factors influencing where they buy
                                                                                                                                                                                          • Figure 41: Factors influencing choice of kitchen retailer, repertoire, July 2013
                                                                                                                                                                                          • Figure 42: Factors influencing choice of kitchen retailer, July 2013
                                                                                                                                                                                          • Figure 43: Factors influencing choice of kitchen retailer, buying online, online planning and see before buying, by age, July 2013
                                                                                                                                                                                          • Figure 44: Factors influencing choice of kitchen retailer, selected statements, by age, July 2013
                                                                                                                                                                                          • Figure 45: Factors influencing choice of kitchen retailer, selected statements, by retailer used, July 2013
                                                                                                                                                                                      • The Consumer – Features They Would Pay More For

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • What would encourage them to pay more?
                                                                                                                                                                                            • Figure 46: Repertoire of Features of kitchens people would be prepared to pay more for, July 2013
                                                                                                                                                                                          • What features would encourage people to pay more?
                                                                                                                                                                                            • Figure 47: Features of kitchens people would be prepared to pay more for, July 2013
                                                                                                                                                                                            • Figure 48: Features of kitchens people would be prepared to pay more for, healthy finances, July 2013
                                                                                                                                                                                          • Celebrity style
                                                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                                                            • Population age structure
                                                                                                                                                                                              • Figure 49: Trends in the age structure of the UK population, 2008-18
                                                                                                                                                                                            • Socio-economic groups
                                                                                                                                                                                              • Figure 50: Forecast adult population trends, by socio-economic group, 2008-18
                                                                                                                                                                                            • Household size
                                                                                                                                                                                              • Figure 51: UK households, by size, 2008-18
                                                                                                                                                                                              • Figure 52: GFK NOP Consumer Confidence Index, January 1988- 2013
                                                                                                                                                                                          • Appendix – Brand Communication and Promotion

                                                                                                                                                                                              • Figure 53: Advertising spend on kitchen furniture, top spenders, 2009-13
                                                                                                                                                                                              • Figure 54: Advertising spend on kitchen furniture, by media type, 2009-13
                                                                                                                                                                                          • Appendix – The Consumer – Types of Kitchen in Their Homes

                                                                                                                                                                                              • Figure 55: Kitchens and utility rooms in the home, by demographics, July 2013
                                                                                                                                                                                              • Figure 56: Types of appliances in the kitchen, by demographics, July 2013
                                                                                                                                                                                              • Figure 57: Description of kitchens in the home, by demographics, July 2013
                                                                                                                                                                                          • Appendix – The Consumer– Kitchen Refurbishment

                                                                                                                                                                                              • Figure 58: Refurbishment activity in the kitchen, by demographics, July 2013
                                                                                                                                                                                              • Figure 59: Who fitted the kitchen, by demographics, July 2013
                                                                                                                                                                                          • Appendix – The Consumer – What They Spent on Kitchens and Fitting

                                                                                                                                                                                              • Figure 60: Most popular consumer spend on kitchen fittings, by demographics, July 2013
                                                                                                                                                                                              • Figure 61: Next most popular consumer spend on kitchen fittings, by demographics, July 2013
                                                                                                                                                                                              • Figure 62: Other consumer spend on kitchen fittings, by demographics, July 2013
                                                                                                                                                                                              • Figure 63: Most popular consumer spend on installation, by demographics, July 2013
                                                                                                                                                                                              • Figure 64: Next most popular consumer spend on installation, by demographics, July 2013
                                                                                                                                                                                              • Figure 65: Other consumer spend on installation, by demographics, July 2013
                                                                                                                                                                                          • Appendix – The Consumer – Where They Bought Kitchen Furniture and Fittings

                                                                                                                                                                                              • Figure 66: Most popular retailers where people bought kitchens, by demographics, July 2013
                                                                                                                                                                                              • Figure 67: Next most popular retailers where people bought kitchens, by demographics, July 2013
                                                                                                                                                                                              • Figure 68: Other retailers where people bought kitchens, by demographics, July 2013
                                                                                                                                                                                          • Appendix – The Consumer – Factors Influencing Choice of Retailer

                                                                                                                                                                                              • Figure 69: Most popular factors influencing choice of retailer, by demographics, July 2013
                                                                                                                                                                                              • Figure 70: Next most popular factors influencing choice of retailer, by demographics, July 2013
                                                                                                                                                                                              • Figure 71: Other factors influencing choice of retailer, by demographics, July 2013
                                                                                                                                                                                          • Appendix – The Consumer – Features People Would Pay More For

                                                                                                                                                                                              • Figure 72: Most popular features people would pay more for, by demographics, July 2013
                                                                                                                                                                                              • Figure 73: Next most popular features people would pay more for, by demographics, July 2013
                                                                                                                                                                                              • Figure 74: Other features people would pay more for, by demographics, July 2013
                                                                                                                                                                                          • Appendix – Further Analysis

                                                                                                                                                                                              • Figure 75: Repertoire of where people bought kitchens, by demographics, July 2013
                                                                                                                                                                                              • Figure 76: Repertoire of factors influencing choice of retailer, by demographics, July 2013
                                                                                                                                                                                              • Figure 77: Repertoire of features people would pay more for, by demographics, July 2013

                                                                                                                                                                                          About the report

                                                                                                                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                          • The Consumer

                                                                                                                                                                                            What They Want. Why They Want It.

                                                                                                                                                                                          • The Competitors

                                                                                                                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                          • The Market

                                                                                                                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                          • The Innovations

                                                                                                                                                                                            New Ideas. New Products. New Potential.

                                                                                                                                                                                          • The Opportunities

                                                                                                                                                                                            Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                          • The Trends

                                                                                                                                                                                            What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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