2024
9
UK Kitchens and Kitchen Furniture Market Report 2024
2024-09-16T13:04:49+01:00
REPE42CEB49_0D94_44BD_AA6A_2B4C9750C814
2195
175987
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Report
en_GB
There are promising opportunities in the UK kitchen industry for brands who can help consumers create a sustainable, signature style kitchen, without overspending. Steven Mayles - Retail Analyst…

UK Kitchens and Kitchen Furniture Market Report 2024

£ 2,195 (Excl.Tax)

Report Summary

Participation in the UK kitchen market has been dampened by the cost of living crisis, however retailers can encourage sales through inspirational and impactful displays in-store.

The UK Kitchen Market – Current Landscape

The funds available for kitchen renovations are shrinking due to the cost of living crisis, prompting a shift towards more affordable, small-scale, functional updates rather than design-led refits. By offering compelling financing options, brands in the UK kitchen industry can support consumers.

Online shopping is the most popular method for purchasing materials in the UK kitchen market, but a notable return to purchasing in-store presents retailers with opportunities to boost sales through inspirational and impactful displays. Tapping into experiential experiences, like live cooking demonstrations, will differentiate brands and attract more visits.

Demand for customised and personalised kitchens can cater to specific consumer needs. The trend to incorporate a sustainable ethos into kitchen designs is an opportunity for brands to market environmentally conscious fixtures and fittings.

The UK Kitchen Industry – Market Statistics

  • Consumer Behaviour in the UK Kitchen Market: Inspiring showrooms encourage 23% of consumers in the UK to shop with one retailer over another.
  • UK Kitchen Market Size: In 2024, the UK kitchen market has seen its highest level of growth in six years.
  • UK Kitchen Market Share: Howdens, who are targeting growth in the higher-priced kitchen segment, hold a dominant 30% of market share.

UK Kitchen Market Report – What’s Inside?

Key Topics Analysed in this Report

  • The impact of the cost of living crisis on the UK kitchen industry and consumer spending.
  • UK kitchen market analysis and forecast for the next five years.
  • Leading retailers’ competitive strategies and advertising initiatives.
  • Factors that influence consumers’ choice of kitchen retailer.
  • Consumer attitudes and behaviours when planning a kitchen project.
  • Innovations in the UK kitchen market.

Report Scope
This report monitors the UK kitchen market through all channels. Estimates include retail sales to consumers plus trade sales via local traders, including builders and interior design specialists.

The Report addresses fitted and freestanding kitchen furniture, including:

  • Storage units (cupboards, shelving, and dressers)
  • Work surfaces
  • Tables
  • Chairs and stools

Excluded from this report:

  • Furniture (sold for non-domestic use)
  • Kitchens and constituent parts sold to the building trade for installation in new-build homes and redevelopments
  • Appliances (except those integral to a fitted kitchen)
  • Second-hand furniture

Meet the Expert Behind the Analysis

This report was written by Steven Mayles, Retail Analyst at Mintel. Steven joined Mintel in 1988, graduating in 1987 from the London College of Printing with a Higher National Diploma in Business Studies. In his role as a Retail Analyst Steven writes Mintel’s series of European Reports. In addition to retail, Steven has gained considerable insight into automotive retail.

There are promising opportunities in the UK kitchen industry for brands who can help consumers create a sustainable, signature style kitchen, without overspending.

Photograph of Steven Mayles, retail analyst at Mintel.
Steven Mayles
Retail Analyst

Table of Contents

  1. Executive Summary

    • Opportunities for the kitchens and kitchen furniture market
    • Opportunities to leverage store visits and boost sales
    • Flexible financing opportunities to attract budget-conscious shoppers
    • Opportunities to sell sustainable kitchen solutions
    • Market dynamics and outlook
    • Market size & forecast
    • Market predictions
    • Kitchens and kitchen furniture market to grow 10% between 2024-29
    • Cost of living challenges persist, every opportunity should be taken to offer more affordable ways to revamp kitchens
    • What consumers want and why
    • Dining room popularity in decline as people opt for open floor plan layouts and a kitchen with a seated eating area
    • Graph 1: “Which of the following best describes the kitchen and dining areas you have in your home? Please select all that apply”, 2022-24
    • Less-expensive free-standing appliances preferred over built-in
    • Graph 2: “What type of appliances (eg cooker, fridge) do you have in your kitchen?”, 2024
    • 38% have spent money on kitchen and utility room upgrades in the last three years, focusing on smaller projects rather than major renovations
    • Unwillingness to spend on next kitchen/utility room project
    • Graph 3: “Approximately how much do you plan to spend on your next kitchen/utility room project? – NET”, 2024
    • While most people still favour online shopping, there has been a notable increase in in-store shopping over the past 12 months
    • Graph 4: “How did you/your fitter or builder purchase the materials/items needed for your kitchen/utility room project in the past three years? Please select all that apply”, 2020-24
    • Lower prices and service costs primarily influence retailer choice
    • Lower prices and service costs are the primary factors influencing consumers’ choice of retailer
    • Graph 5: “Which of the following would encourage you to shop with one retailer over another when buying for the kitchen/utility room? Please select all that apply”, 2024
    • People want a sustainable, signature style kitchen, without spending a lot of money
    • Graph 6: “Do the following statements about the kitchen/utility room apply to you?”, 2024
    • Retailer activity
    • Magnet’s struggles, Wren’s expansion, Howdens and IKEA’s sales surge and DIY specialists’ weak performance
    • Innovation and marketing
    • Immersive store experiences, AI-driven and livestream shopping, and celebrity-designed bespoke kitchens
    • Advertising expenditure on kitchens hits almost £47.7 million in 2023
    • Graph 7: total above-the-line, online display and direct mail advertising expenditure on kitchens, 2020-24*
  2. Market Dynamics

    • Market size
    • A return to growth in 2024 following a downturn in 2023
    • Graph 8: market size for kitchens and kitchen furniture, 2020-24
    • With a thrifty mindset prevailing, second-hand kitchen furniture will be an enticing option
    • Market forecast
    • Kitchens and kitchen furniture market to grow 10% between 2024-29
    • Growing trend for bespoke, sustainable and inclusive designs will drive spending on kitchens in the coming years
    • Macro-economic factors
    • Inflation easing and furniture prices dropping
    • Graph 9: CPI and household furniture inflation rate, 2023-24
    • Wages outstripping inflation
    • Graph 10: real wage growth, annual % in wage growth vs inflation, 2020-24
    • Cut in interest rates could potentially help free up some funds for kitchen projects
    • Pick up in the property market has the potential to boost spending on kitchens
    • Graph 11: number of property residential transactions with a value of over £40,000 completed in the UK, 2020-24
    • Shift towards home ownership is a positive trend for kitchen refits
    • Graph 12: English housing tenure, 2018/19-22/23
    • Credit is critical, but flexibility has to be built in to attract interest-weary shoppers
    • Graph 13: consumer credit excluding student loans, 2022-24
    • Expect to see consumers looking to invest in products that can support in reducing utility bills
    • Graph 14: cost of living related issues noticed in the last two months, 2024
    • Energy-saving kitchen appliances for fuel cost-conscious consumers
    • Financial wellbeing is fragile, it will require persuasive efforts to encourage consumers to spend
    • Graph 15: the financial wellbeing index, 2016-24
    • Kitchens can play a key role in supporting wellness during the cost of living crisis
    • Graph 16: “Do you think the UK cost of living crisis is… “, 2024
    • Nearly a third plan to spend money on their home in the next three months
    • Graph 17: UK “Which of the following have you done over the last three months? And which do you plan to do over the next three months? Please select all that apply”, July 2024
    • Social and environmental factors
    • Demonstrating environmental commitment can help brands differentiate and foster customer loyalty
    • Graph 18: “I expect brands to take the lead on addressing environmental issues”*, 2024
    • Aging population and multiple-generation occupancy underscores the need for inclusive kitchen designs
    • Graph 19: population projections, 2024-44
    • 24% living with disabilities presents a compelling opportunity for brands to champion inclusivity
    • Freedom by Symphony
  3. What Consumers Want and Why

    • Kitchens and utility rooms
    • 95% have a kitchen, but less than one in five have a separate utility room
    • Graph 20: “Do you have a kitchen or utility room in your home? Please select all that apply,” 2024
    • ‘Invisible’ kitchen concept fits the no-kitchen living trend perfectly
    • Ownership of built-in appliances falls, with consumers opting for less-expensive free-standing appliances instead
    • Graph 21: “What type of appliances (eg cooker, fridge) do you have in your kitchen?”, 2022-24
    • Popularity of separate dining rooms declining as people lean towards optimizing living space areas for entertaining guests
    • Graph 22: “Which of the following best describes the kitchen and dining areas you have in your home? Please select all that apply”, 2022-24
    • Open plan layouts more prevalent in compact living spaces
    • Graph 23: “Which of the following best describes the kitchen and dining areas you have in your home? Please select all that apply”, by description of current home, 2024
    • Kitchen and utility room refits and repairs
    • Kitchen and utility room refits and repairs hits its highest level for six years
    • Graph 24: kitchen and utility room refits and repairs, 2019-24
    • Small scale, functional renovations being favoured over large-scale, design-led refurbishments
    • Cost of living crisis has made consumers more cautious, prioritizing repairs and replacements over major expensive renovations
    • Graph 25: “Which of the following have you spent money on in the last three years? Please select all that apply”, 2023-24
    • Budgets for kitchen and utility room renovations and upgrades shrinking
    • Graph 26: “Approximately how much did you spend on your most recent project? – NET”, 2023-24
    • Kitchen and utility room repair and refit spend peaks among higher-income earners
    • Graph 27: “Approximately how much did you spend on your most recent project? – NET”, by household income, 2024
    • Most people don’t plan to spend on their next kitchen/utility room project, and those who do will likely spend under £1,000
    • Graph 28: “Approximately how much do you plan to spend on your next kitchen/utility room project? – NET”, by household income, 2024
    • Channels of purchase
    • Shoppers returning to showrooms
    • Graph 29: “How did you/your fitter or builder purchase the materials/items needed for your kitchen/utility room project in the past three years? Please select all that apply”, 2020-24
    • Younger generations want both in-store and online as part of their buying journey
    • Graph 30: “How did you/your fitter or builder purchase the materials/items needed for your kitchen/utility room project in the past three years? Please select all that apply”, by generation, 2024
    • Engaging shopping experiences and designing your kitchen with just a few taps on your smartphone
    • IKEA masters the seamless shopping experience
    • Retailers where households spent most for kitchens
    • IKEA the top shopping destination for kitchen purchasing
    • Graph 31: “Where did you/your fitter or builder spend the most on your kitchen/utility room in the last three years?”, 2023-24
    • IKEA the most popular destination across all income groups; B&Q the most popular in small towns
    • Graph 32: “Where did you/your fitter or builder spend the most on your kitchen/utility room in the last three years?”, by household income, 2024
    • Factors that influence consumers’ choice of retailer
    • Consumers base their buying decisions mostly on price
    • Graph 33: “Which of the following would encourage you to shop with one retailer over another when buying for the kitchen/utility room? Please select all that apply”, 2024
    • Price the primary determinant for consumers when selecting a retailer for kitchen or utility room purchases
    • Graph 34: “Which of the following would encourage you to shop with one retailer over another when buying for the kitchen/utility room? Please select all that apply”, by household income, 2024
    • Value-driven offerings and buy now, pay later will resonate
    • Build a bundle. Save a bundle
    • Generate referrals and win more customers
    • Customers and tradespeople can earn significant rewards referring Wren Kitchens
    • Get more referrals through social media
    • Product quality supersedes style
    • Graph 35: “Which of the following would encourage you to shop with one retailer over another when buying for the kitchen/utility room? Please select all that apply”, by household income, 2024
    • Examples of how kitchen brands are showcasing quality and durability
    • Knowledgeable staff significantly influences where consumers shop
    • Graph 36: percentage of consumers citing knowledgeable staff as an influence to shop with one retailer over another when buying for the kitchen/utility room, by generation, 2024
    • Highlight staff expertise and demonstrate a commitment to personalized consultations
    • Brick-and-mortar experiences are pivotal, as they encourage shoppers to prefer one brand over another
    • Graph 37: percentage of consumers citing inspiring showrooms as an influence to shop with one retailer over another when buying for the kitchen/utility room, by generation, 2024
    • Make shopping in-store memorable
    • Shoppable homes offer a unique kitchen shopping experience
    • Kitchen attitudes and shopping behaviours
    • Consumers want a sustainable, signature style kitchen, without overspending
    • The kitchen is more than just a place to cook – it is the main hub of the home and an expression of personal lifestyle
    • Graph 38: “Do the following statements about the kitchen/utility room apply to you?”, 2024
    • Overwhelming desire for personalized kitchen spaces opens up opportunities for customization
    • Graph 39: “The design of my kitchen is a reflection of my personal style”, by generation, 2024
    • Shoppers show a willingness to pay more for products tailored to their individual needs
    • Impress with a comprehensive, tailor-made service that offers unlimited customization possibilities
    • More taking on DIY kitchen projects themselves instead of enlisting the services of tradespeople
    • Graph 40: “I have carried out kitchen/utility room improvement projects myself in the last three years (eg organisational upgrades, backsplash installation)”, by generation, 2024
    • Online tutorials can help boost consumer confidence in DIY kitchen tasks
    • Conscious kitchen design a must for eco-savvy younger consumers
    • Graph 41: “Knowing that a kitchen/utility room furniture item is made sustainably encourages me to buy it”, by generation, 2024
    • Prove your green credentials and build credibility and trust
    • Magnet stores go ‘green’
    • The kitchen serves as a multi-functional space for most households
    • Graph 42: “My kitchen is the main hub of my home (ie used as a dining/entertainment/family room)”, by generation, 2024
    • The ‘social’ kitchen trend exemplifies the seamless integration of the invisible kitchen concept
    • Now you see it, now you don’t
    • Younger consumers overwhelmingly want a simplified purchasing process
    • Graph 43: “I feel overwhelmed by the number of styles available when buying furniture for the kitchen/utility room”, by generation, 2024
    • Kitchen configuration tool to make the purchasing process straightforward and stress-free
    • Shrinking budgets and eco-conscious habits drive second-hand kitchen furniture purchasing
    • Graph 44: “I have bought second-hand furniture for my kitchen/utility room in the last three years”, by income group, 2024
    • Second-hand empowers consumers to explore high-end options that may have previously been beyond their budget
    • Furniture rental presents an opportunity for disruptive innovation in accessibility and affordability
    • The temporary pop-up kitchen you can hire
    • The combination of lower prices, superior quality, trusted recommendations, and appealing styles is compelling
    • Cheaper product prices is a definite competitive advantage for retailers
  4. RETailer activity

    • Competitive strategies
    • Magnet closing under-performing own stores, while adding new distribution at builders merchants and franchise concept stores
    • Wren Kitchens opens its 111th store and diversifying into new markets
    • Howdens enhance customer convenience with new digital service
    • IKEA revenue surge attributed to a 19% uplift in online sales
    • Slump in design & installation at DIY specialists
    • Market share
    • Howdens holds a dominant 30% market share
    • Launch activity and innovation
    • ‘Try before you buy’ spatial kitchen shopping experience
    • Captivate shoppers with unique and immersive in-store experiences to drive footfall
    • An Actual Kitchen functions as a venue for kitchen-related events and a space where you can design and craft kitchens
    • Livestream kitchen shopping experience
    • Kitchen Glow Up TV fuses entertainment and online shopping
    • ChatGPT tool which helps you design your kitchen and gives product advice
    • AI chatbots can help shoppers make more informed purchasing decisions
    • Howdens launch innovative AI tool for tradespeople
    • Wilko launches its own collection of ‘affordable’ kitchens
    • Laurence Llewelyn-Bowen launches bespoke kitchen range
    • Advertising and marketing activity
    • Kitchen advertising spend hits nearly £47.7 million in 2023
    • Graph 45: total above-the-line, online display and direct mail advertising expenditure on kitchens, 2020-24*
    • Wren showcasing kitchens as an affordable lifestyle upgrade
    • Magnet champions sustainability with eco-friendly kitchen concept
    • B&Q inspiring people to take on kitchen renovation tasks themselves
    • IKEA debunks myths about their kitchen design and quality, highlighting a 25-year guarantee and superior craftsmanship
  5. Appendix

    • Supplementary data
    • Wren the top advertising spender
    • Kitchens advertisers allocate most of their advertising budgets to TV
    • Graph 46: proportional distribution of above-the-line, online display and direct mail advertising spend on kitchens, by media type, 2022 and 2023
    • Market forecast data and methodology
    • Market forecast and prediction intervals (value)
    • Forecast methodology
    • Report scope and definitions
    • Market definition
    • Abbreviations and terms
    • Methodology
    • Consumer research methodology
    • Nielsen Ad Intel coverage

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