2021
9
UK Bathroom and Bathroom Accessories Market Report 2021
2021-09-01T04:06:12+01:00
OX1049487
2195
142025
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Report
en_GB
“Despite the events of the last 18 months, the bathroom and bathroom accessories sector recovered after an initial shock to experience growth in 2020 and the outlook looks positive for…

UK Bathroom and Bathroom Accessories Market Report 2021

£ 2,195 (Excl.Tax)

Description

The UK Bathroom and Bathroom Accessories report identifies consumer attitudes towards bathroom purchases, product segments, and project planning in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Bathroom and Bathroom Accessories market in the UK. 

Current Market Landscape 

Online retail has been a fast growing channel in the bathroom sector for a number of years but the events of the last 18 months have accelerated its importance. With many of the other players in the sector having ecommerce operations, the channel is clearly incredibly important for the sector.

  • Sales in the bathroom sector is estimated to be up 3.5% in 2021, but there are a number of potential obstacles ahead.
  • Online specialists accounted for 30% of bathroom furniture, fittings, and accessory sales in 2020.

COVID-19 has had a polarising impact on the UK as a whole and the bathroom sector displays how uneven its impact has been. Despite the pandemic, lockdowns and economic downturn, the bathroom sector actually experienced a period of positive growth in 2020 and we expect a similar performance in 2021. The booming housing market combined with a renewed focus on both the home and wellbeing have led to a surge in home improvement projects.

Future Market Trends in Bathroom and Bathroom Accessories

The last 18 months have seen a renewed and sustained focus on the home and personal wellbeing. With some degree of working-from-home here to stay and health still high on the agenda, retailers active in the bathroom sector should look at how to maintain this interest and develop products and designs that engage these consumers.

Most pressingly, retailers with store estates must reckon with the overwhelming growth in ecommerce and the changing face of physical retail space.

Read on to discover more details or take a look at all of our UK Household, House and Home market research.

Quickly understand

  • The impact of COVID-19 on consumer behaviour in the bathroom sector
  • The performance of product segments within the bathroom sector
  • Retail channels used by consumers for their bathroom purchases
  • Consumer priorities when planning bathroom projects

Covered in this report

Products: Bathroom fixtures, bathroom fittings, bathroom furniture, bathroom accessories, DIY retailers, bathroom specialists, online specialist retailers, general retailers.

Expert analysis from a specialist in the field

This report, written by Piers Butel, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Despite the events of the last 18 months, the bathroom and bathroom accessories sector recovered after an initial shock to experience growth in 2020 and the outlook looks positive for 2021. Amid unprecedented time spent at home, and reduced opportunities to spend elsewhere, consumers turned to DIY and home improvement projects. Nonetheless, the profound changes experienced in this period have shaken up the retail landscape, driving sales online and hurting store-based specialists.
Piers Butel
Retail Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Early COVID-19 disruption gave way to a strong performance
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on bathrooms and bathroom accessories, 2020-25
    • The market
    • Market size and forecast
      • Figure 2: COVID-19 scenario forecasts, 2016-2026 (prepared July 2021)
    • Fittings and furniture dominate sales
      • Figure 3: Market for bathroom fittings, furniture and accessories, 2017-2021 (est)
    • Online retail catching up with DIY stores
      • Figure 4: Distribution of sales via select channels, 2020
    • A resurgent housing market helps drive bathroom projects
      • Figure 5: Monthly UK residential property transactions, Q1 2018 – Q1 2021
    • Companies and brands
    • Online steals share as store-based retailers struggle
    • Retailers are looking for opportunities in digital and small formats
    • Bathrooms are becoming smarter
    • The consumer
    • COVID-19 has driven a profound change in shopping behaviours
      • Figure 6: Changes in behaviour since the COVID-19 outbreak, 2021
    • Everyone has a bathroom and most have just one
      • Figure 7: Number of bathrooms in households, 2021
    • Accessories are the most popular choice for consumers
      • Figure 8: Bathroom, shower room, toilet/cloakroom refits and installations in the last three years, 2021
    • B&Q dominates but IKEA draws a younger crowd
      • Figure 9: Retail channels used, 2020 and 2021
    • Inspiration found on retailer websites
      • Figure 10: Inspiration for bathrooms, 2021
    • Bathrooms stand to benefit from an increased focus on health and wellbeing
      • Figure 11: Attitudes towards bathrooms and bathroom accessories, 2021
    • Appearances matter when it comes to bathrooms
      • Figure 12: Priorities when planning a bathroom project, 2021
  3. Issues and Insights

    • Focus on health and home could provide a long-term boost
    • Opportunities as work-from-home requires new ways of living
  4. The Market – Key Takeaways

    • Unique conditions support strong market performance
    • Growth will return to pre-pandemic levels as the country returns to normal
    • Fittings and furniture dominate
    • Online specialists catching up to DIY channel
    • Buoyant housing market can drive market performance
  5. Market Size and Performance

    • Pandemics and lockdowns renew interest in home improvement
      • Figure 13: Short-, medium- and long-term impact of COVID-19 on bathrooms and bathroom accessories, 2021
    • Market showing signs of slowing before events of 2020
    • COVID-19 lights fires under sector
    • Consumers polarised by financial effects of pandemic
      • Figure 14: Market size for bathrooms and bathroom accessories, 2016-21
  6. Market Forecast

    • Strong growth expected, driven by a renewed focus on the home
    • A booming housing market is good news for the sector
      • Figure 15: forecast for the UK bathroom and bathroom accessories market, 2021-26
      • Figure 16: Forecast for consumer spending on bathrooms and bathroom accessories, 2016-26 (prepared July 2021)
    • Market drivers and assumptions
      • Figure 17: Key drivers affecting Mintel’s market forecast, 2015-25
    • Forecast methodology
  7. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • Volatile COVID-19 situation means continued uncertainty
      • Figure 18: COVID-19 scenario forecasts, 2016-2026 (prepared July 2021)
    • Rapid recovery could depress bathroom sales
    • And an extended disruption may lead to more bathroom projects
    • COVID-19 market disruption: risks and outcomes
      • Figure 19: Summary of Mintel scenario expectations and the impact on the bathroom and bathroom accessories market, 2021
  8. Market Segmentation

    • Fittings and furniture account for over 85% of sales
      • Figure 20: Market for bathroom fittings, furniture and accessories, 2017-2021
    • Showers remain the most popular product in 2021
      • Figure 21: Market for bathroom fittings, furniture and accessories by segment, 2021 (est)
    • Smart bathroom products are diversifying the product offering
    • Rimless toilets making cleaning easier
    • Colour making a return
      • Figure 22: Bathroom fittings, furniture and accessories market, by segment, 2017-21 (est)
  9. Channels to Market

    • DIY retailers dominate despite the pandemic
      • Figure 23: Distribution of sales via select channels, 2020
    • Online retail booms amid the pandemic
    • More and more general retailers offer bathroom products
      • Figure 24: Estimated retail sales by channel, 2018-2020
  10. Market Drivers

    • Consumer confidence surging back after COVID-19 concerns
      • Figure 25: Financial confidence index, January 2016 to July 2021
    • Although personal finances remain polarised
      • Figure 26: Financial situation following COVID-19 outbreak, 2021
    • Consumers starting to plan future spending
      • Figure 27: Financial activity index, January 2016 to July 2021
    • Housing market bounces back with a vengeance
      • Figure 28: Monthly UK residential property transactions, Q1 2018 – Q1 2021
    • Shifts in home ownership may herald a more serious sea change
      • Figure 29: England housing by tenure status, 2016-20
  11. Companies and Brands – Key Takeaways

    • Online specialists benefit from ecommerce surge
    • DIY retailers still dominate
    • Churn in the sector with acquisitions and demergers
    • Video calls and AR helping retailers reach home-bound consumers
    • Advertising plummets amid pandemic pressures
  12. Market Share

    • Internet-based retailers grow as stores suffer
    • B&Q sees share stabilise following recent declines
    • Homebase’s acquisition of Bathstore sees share grow
      • Figure 30: Market share of bathroom sector by leading retailers, 2016-20
  13. Leading Retailers

    • DIY retailers continue to dominate the sector
      • Figure 31: Estimated revenues of selected retailers, 2016-2020
    • Specialists tend to have smaller estates
      • Figure 32: Store numbers for selected retailers, 2016-20
    • Generalists have low sales per store
      • Figure 33: Sales per store for selected retailers (bathrooms and bathroom accessories), 2016-20
    • Bathroom specialists
    • Online-only specialists
    • Non-specialists
  14. Competitive Strategies

    • Acquisitions, sales and demergers amongst the DIY chains
    • Digital under renewed focus
    • Smaller stores targeting the urban consumer
  15. Launch Activity and Innovation

    • Technological advances in bathrooms
    • Smart showers provide a personalised experience
      • Figure 34: Moen’s U Digital Smart Shower, 2021
    • In a mirror smartly
      • Figure 35: Kohler’s Verdera smart mirror, 2021
    • Waste remains a hot topic
    • Dual-flush toilets improved
    • Bidets make unexpected gains in the US
      • Figure 36: Tushy bidet social media advertising, 2021
    • Virtual reality and virtual consultations in the bathroom
    • Virtual consultations helping brands engage potential consumers
    • IKEA experiments
  16. Advertising and Marketing Activity

    • 2020 experiences a further decline in advertising
      • Figure 37: Total above-the line, online display and direct mail advertising expenditure on bathrooms, 2017-2020
    • Online-only retailers dominate spending
      • Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms (10 leading advertisers), 2017-20
    • Digital takes top place
      • Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, by media type, 2020
    • Nielsen Ad Intel coverage
  17. The Consumer – Key Takeaways

    • COVID-19 has led to a renewed focus on bathroom spaces
    • Most households have one bathroom
    • Almost half have invested in bathrooms over the last three years
    • DIY retailers dominate the sector
    • Consumers turn to retailer websites for inspiration
    • Being able to see the items in-person is important
    • Older shoppers see homes as an investment
  18. The Impact of COVID-19 on Consumer Behaviour

    • COVID-19 concerns creeping up amid surge in cases
      • Figure 40: Concerns around catching COVID-19, 2021
    • Consumers changing shopping behaviours
      • Figure 41: Changes in behaviour since the COVID-19 outbreak, 2021
    • A quarter prioritising bathrooms, as a quarter delays their projects
      • Figure 42: Attitudes towards bathrooms since the COVID-19 pandemic, 2021
  19. Presence of Bathrooms

    • Growth in the number of bathroom spaces
      • Figure 43: Number of bathrooms in households, 2021
    • Tenure status and location are key factors in the number of bathrooms
      • Figure 44: Number of bathrooms by tenure status, 2021
    • Over a third of households have a separate toilet
      • Figure 45: Separate toilets/cloakrooms in households year-on-year, 2021
  20. Refits and Installations

    • Almost half have carried out some bathroom work in the last three years
      • Figure 46: Bathroom, shower room, toilet/cloakroom refits and installations in the last three years, 2021
    • Men more likely to engage in refits
      • Figure 47: Bathroom space refits and installations in the last three years, by age and gender, 2021
    • Homeowners are investing more in their properties
      • Figure 48: Bathroom space refits and installations in the last three years by housing tenure, 2021
    • More affluent consumers driving refurbishments and refits
      • Figure 49: Bathroom space refits and installations in the last three years by household income, 2021
  21. Retail Channels Used

    • DIY retailers continue to dominate
      • Figure 50: Retail channels used, 2020 and 2021
    • IKEA holds strongest appeal for younger consumers
      • Figure 51: Retail channels used by age, 2021
    • B&Q used for all types of bathroom projects
      • Figure 52: Type of bathroom project and retail channel used, 2021
  22. Sources of Inspiration

    • Retail websites are the most important resource
      • Figure 53: Inspiration for bathrooms, 2021
    • Social media is the best way to reach younger, female audiences
      • Figure 54: Inspiration for bathrooms, by age and gender, 2021
    • Consumers turn to professionals for advice on more serious projects
      • Figure 55: Inspiration for bathrooms by type of project undertaken most recently, 2021
  23. Attitudes towards Bathrooms

    • Bathrooms are key for health and wellbeing
      • Figure 56: Attitudes towards bathrooms and bathroom accessories, 2021
    • Physical stores are still important for older consumers
      • Figure 57: Attitudes towards bathrooms and bathroom accessories, by age, 2021
    • More affluent consumers more engaged with key issues
      • Figure 58: Attitudes towards bathrooms and bathroom accessories, by household income, 2021
  24. Bathroom Priorities

    • Appearances still matter for bathroom projects
      • Figure 59: Priorities when planning a bathroom project, 2021
    • Older shoppers more likely to see their homes as investments
      • Figure 60: Priorities when planning a bathroom project by age, 2021
  25. Appendix – Data Sources, Abbreviations and Supporting Information

    • Data sources
    • Financial definitions
    • Abbreviations
    • Consumer research methodology
  26. Appendix: Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 61: Consumer spending on bathrooms and bathroom accessories, best and worst case forecast, 2021-26
    • Market drivers and assumptions
      • Figure 62: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast methodology
  27. Appendix: COVID Scenario Performance Methodology and Assumptions

    • Scenario performance
      • Figure 63: Market forecast for bathrooms and bathroom accessories, scenario forecasts, 2016-21
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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