2022
9
UK Bathrooms and Bathroom Accessories Market Report 2022
2022-09-30T04:15:50+01:00
OX1101833
2195
156089
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Report
en_GB
“The bathroom market has proved impressively resilient over the past two years, buoyed by redirected expenditure and a newfound appreciation of the home. However, sales are set to fall in…

UK Bathrooms and Bathroom Accessories Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Bathrooms and Bathroom Accessories Market Report identifies consumers’ attitudes towards bathroom products and accessories, the impact of the cost of living and supply chain disruption and future innovations in the bathroom market. This report covers the bathroom accessories market size, market forecast, market segmentation and industry trends in the UK bathroom market.

 

Current Landscape of the Bathroom and Bathroom Accessories Market

Two and a half years after the pandemic’s outbreak, the longer-lasting implications are now apparent in the bathroom market. This is particularly true of how consumers shop, with many remaining in the online channel out of choice, in pursuit of convenience or cost savings.

However, there is mounting uncertainty in the bathroom and bathroom accessories market, with a near-perfect storm of inflation, supply chain disruption and the ongoing conflict in Ukraine. These pressures have already seen price rises, lengthening lead times, reduced product availability and labour shortages, causing some consumers to delay, downscale or limit purchases to necessity.

 

UK Bathroom Market Share and Key Industry Trends

After two years of resilient spending, discretionary spending is now directed into areas such as travel, clothing and entertainment, which remained comparatively suppressed over the pandemic. Mintel’s bathroom market research identifies that the subsequent cutbacks on non-essential spending will likely impact home spending and the bathroom and bathroom accessories market size. This may also exacerbate the polarisation and trigger trading down or the pursuit of other means of value, such as DIY.

  • 60% of UK adults have one bathroom in their household.
  • 35% of UK consumers use retailer websites for inspiration for bathroom projects and purchases.
  • 33% of UK adults would be interested in sustainable bathroom products.

 

Future Trends in the UK Bathroom and Bathroom Accessories Market

Nonetheless, there remain many opportunities for innovation in the bathroom market. The renewed need for value will, in turn, open the door for credit, loyalty schemes, own-brand ranges and more circular business models but also provide value beyond price, such as after-sales offerings.

Mintel’s bathroom market insights reveal that while rising energy insecurity will open the window for more sustainable and efficient bathroom products, there is even an opportunity to encourage trading up here, stressing the opportunity for savings on bills.

Read on to discover more about the UK Bathroom and Bathroom Accessories Market Report 2022, read our UK DIY Retailing Market Report 2022, or take a look at our other House and Home Market Research.

 

Quickly Understand

  • How will inflation and supply chain disruption impact the bathroom market?
  • How can the bathroom accessories market help consumers with the rising cost of living?
  • How does the pandemic continue to impact the bathroom and bathroom accessories market size?
  • What longer-lasting implications have this disruption had on the consumer base and retailing landscape?
  • How is the bathroom market innovating?
  • Explores the bathroom accessories market size and the bathroom market share.

 

Covered in this Report

Products: Bathroom fixtures, bathroom fittings, bathroom furniture, bathroom accessories.

Brands:  Victorian Plumbing, Kingfisher, Homebase, Wickes, The Hut Group, B&Q, Screwfix, IKEA, Toolstation, Porcelanosa, CP Hart, Easy Bathrooms, Bathstore, Victoria Plum, Plumbworld, Better Bathrooms, Axor, RainStick, eBay, Tesco.

 

Expert Analysis from a Specialist in the Retail Industry

This report, written by Marco Amasanti, a leading senior analyst in the retail industry, delivers in-depth commentary and analysis to highlight current trends in the UK bathroom market and add expert context to the numbers.

The bathroom market has proved impressively resilient over the past two years, buoyed by redirected expenditure and a newfound appreciation of the home. However, sales are set to fall in the coming year as the market faces the brunt of inflation, supply chain disruption and the ongoing conflict in Ukraine.”

Marco Amasanti
Retail Analyst

 

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for the bathroom market
      • Figure 1: Category outlook, 2022-27
    • The market
    • Market size and forecast
      • Figure 2: Market forecast for Bathrooms and Bathroom Accessories, 2017-27
    • Fittings and furniture lead the way
      • Figure 3: Market estimates for bathroom fittings and furniture, 2022 (est)
    • Companies and brands
    • The DIY sector leads the way, but pure players are fast catching up
      • Figure 4: Estimated retail sales by channel, 2021
    • The consumer
    • Four in 10 consumers have multiple bathrooms
      • Figure 5: Number of bathrooms in households, 2022
    • 52% have undertaken work on their bathroom in the last three years
      • Figure 6: Bathroom, shower room, toilet/cloakroom refits and installations in the last three years, 2022
    • Online pure players strengthen, but DIY retailers remain top
      • Figure 7: Retailers used, 2021 and 2022
    • Traditional outlets of inspiration remain the favourite, but social media is on the up
      • Figure 8: Sources of inspiration, 2022
    • No shortage of interest in newer innovations
      • Figure 9: Interest in newer propositions, 2022
    • Uncertainty lies ahead
      • Figure 10: Behaviours and attitudes, 2022
  3. Issues and Insights

    • Uncertainty in the year ahead
    • Cost savings
    • And other means
    • Energy insecurity offers a window to market sustainability alongside costs
    • The growing importance of social media
  4. Market Size and Performance

    • Spending is set to drop in 2022
    • Online legacy boost
    • Uncertainty dents activity in 2022
    • Housing market underlines resilience in the market
    • Polarisation of demand
    • But the market remains up on pre-pandemic levels
      • Figure 11: Market size for Bathrooms and Bathroom Accessories, 2017-22
  5. Market Forecast

    • The outlook ahead remains uncertain
      • Figure 12: Category outlook, 2022-27
    • Spending is forecast to drop again in 2023
    • Uncertainty will extend into the coming years
    • Spending will be challenged as other non-discretionary markets are prioritised
    • Polarisation of demand set to intensify further
    • But recent developments will nullify some of this fallout
      • Figure 13: Market forecast for Bathrooms and Bathroom Accessories, 2017-27
    • Learnings from the last income squeeze
      • Figure 14: Furniture spending, 2008-13
    • Forecast methodology
  6. Market Segmentation

    • Fittings and furniture lead the way
      • Figure 15: Market estimates for bathroom fittings, furniture and accessories, 2018-22
    • Showers account for nearly a quarter of sales
    • Bathroom furniture sales drop
      • Figure 16: Market estimates for bathroom fittings and furniture, 2022 (est)
      • Figure 17: Bathroom fittings, furniture and accessories market estimates, by segment, 2018-22
  7. Market Drivers

    • Inflation is the key concern for consumers and brands…
    • … and will weigh down the post-COVID recovery
    • Consumer spending power will be curbed
    • The conflict in Ukraine is hurting the UK economy in a number of ways
    • Employment has held up better than expected
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 18: Household financial wellbeing index, 2016-22
    • …and most people are feeling the effects of price rises
    • Record house sales underline recent resilience
      • Figure 19: Monthly UK residential property transactions, 2019-22
    • Nearly two thirds are homeowners
      • Figure 20: England housing tenure, 2017-21
  8. Leading Retailers

    • Victorian Plumbing accelerates sales growth as they launch IPO
    • DIY retailers lead the market in-store
    • Kingfisher see growth across banners
    • Early signs are promising following Wickes’ demerger, but uncertainty ahead
    • Homebase marks the conclusion of its turnaround strategy
      • Figure 21: Estimated revenues of selected retailers (bathroom and bathroom accessories), 2017-21
    • Kingfisher: the success of multichannel propositions
    • B&Q experiments with new store formats
    • Screwfix nears target of 1,000 stores in the UK and Ireland
    • Toolstation aims to reach 650 stores
    • Wickes revamps its existing estate
      • Figure 22: Store numbers for selected retailers, 2017-21
      • Figure 23: Sales per store for selected retailers (bathroom and bathroom accessories), 2017-21
  9. Competitive Strategies

    • Multichannel players look to integrate online and offline propositions better
    • Improving in-store experience
    • Specialists acknowledge the importance of mobile devices
  10. Market Share

    • Victorian Plumbing lead by share
      • Figure 24: Estimated share of selected retailers, 2020-21
    • The DIY sector leads the way, but pure players are fast catching up
      • Figure 25: Estimated retail sales by channel, 2019-21
  11. Launch Activity and Innovation

    • Energy insecurity will make a case for sustainability
    • Axor launch a water-saving bathroom collection
    • RainStick: water-saving shower
    • IKEA Kreativ: the latest advancement in virtual reality technologies
      • Figure 26: IKEA Kreativ, 2022
    • Wickes launches shoppable video content
    • The success of online pure players sees others try to mirror the sector
    • B&Q launches an online marketplace
    • Wickes launches a new store on eBay
    • Specialists continue to experiment with new store formats
    • Homebase partners with Tesco for store-in-store launch
      • Figure 27: Homebase store-in-store in Tesco, 2022
    • ‘IKEA Decoration’ launched in Paris
  12. Advertising and Marketing Activity

    • Adspend returns to growth in 2021
      • Figure 28: Total above-the-line, online display and direct mail advertising expenditure on bathrooms, 2018-21
    • Online pure players lead the way
      • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on bathrooms (10 leading advertisers), 2018-21
    • Digital advertising takes the lion’s share
      • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on bathrooms, by media type, 2021
    • Nielsen Ad Intel coverage
  13. Presence of Bathrooms

    • Four in 10 consumers have multiple bathrooms
      • Figure 31: Number of bathrooms in households, 2022
    • Bathroom numbers are dictated by space
      • Figure 32: Number of bathrooms in households, by housing type, 2022
    • One third has a separate toilet
      • Figure 33: Separate toilets/cloakrooms in household, 2022
  14. Refits and Installations

    • 52% have undertaken work on their bathroom in the last three years
    • Lighter-ticket projects lead activity
    • More than one in 10 consumers have carried out larger projects
      • Figure 34: Bathroom, shower room, toilet/cloakroom refits and installations in the last three years, 2022
    • Changing working patterns begin to feed into newer uptake
      • Figure 35: Bathroom, shower room, toilet/cloakroom refits and installations in the last three years, by working status, 2022
    • More significant activity tends to peak 2-3 years after a move
      • Figure 36: Bathroom, shower room, toilet/cloakroom refits and installations in the last three years, by duration in current home, 2022
    • Near one quarter of consumers undertook multiple projects
      • Figure 37: Repertoire analysis of bathroom, shower room, toilet/cloakroom refits and installations in the last three years, 2022
  15. Where They Shop

    • B&Q maintain top spot as DIY retailers dominate the leader board
    • Online pure play specialists go from strength to strength
    • As non-specialists falter from their peak
    • Multichannel general retailers remain an important source of sales
      • Figure 38: Retailers used, 2021 and 2022
    • Consumers turn to specialists for total refits
    • As non-specialists are prevalent in lighter projects
      • Figure 39: Retailers used by most recent project, 2022
    • DIY retailers benefit from a mass appeal
      • Figure 40: Retailers used, by age and socio-economic status, 2022
  16. Source of Inspiration

    • Traditional outlets of inspiration remain the favourite
    • But four in 10 consumers turn to social media
      • Figure 41: Sources of inspiration, 2022
    • Inspiration differs by both age and gender
      • Figure 42: Sources of inspiration, by gender and age, 2022
    • Social media users lead interest in some newer innovation
      • Figure 43: Sources of inspiration by interest in newer propositions, 2022
    • Half of consumers look to multiple sources for inspiration
      • Figure 44: Repertoire analysis of sources of inspiration, 2022
  17. Interest in the Bathrooms Market

    • No shortage of interest in newer innovations
    • Demand for sustainability pervades the bathroom
    • Room for growth for lifestyle brands
      • Figure 45: Interest in newer propositions, 2022
    • Younger consumers spearhead a lot of this interest
    • But the legacy of the pandemic is clear in purchasing behaviours
      • Figure 46: Interest in newer propositions, by age, 2022
  18. Behaviours and Attitudes in the Bathrooms Market

    • Uncertainty lies ahead
    • The cost-of-living crisis
    • Other discretionary markets will be prioritised
    • Credit could serve as a life-line for some purchases
    • Supply chain disruption
      • Figure 47: Interest in newer propositions, 2022
    • Uncertainty is expected to feed into the polarisation of demand
      • Figure 48: Interest in newer propositions, by socio-economic status, 2022
    • The bathroom plays a major role in wellbeing
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 49: Market size and forecast for bathroom and bathroom accessories, at current and constant prices, 2017-27
      • Figure 50: Market forecast for bathroom and bathroom accessories, 2022-27
    • Market drivers and assumptions
    • Forecast 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.

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*databooks not available with UK B2B Industry reports.

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