UK Bathroom and Bathroom Accessories market report
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Providing the most comprehensive and up-to-date information and analysis of the Bathroom and Bathroom Accessories market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Products covered in this Report
For the purposes of this Report, Mintel has used the following definitions:
This Report addresses the market for bathroom furniture and accessories bought for use in domestic premises, either by end users or small professional installers on behalf of end users.
Bathroom furniture includes:
- sanitary ware (washbasins, WCs and baths)
- shower enclosures
- screens and trays
- fitted bathroom furniture/modular bathroom furniture
- mixers and taps
The product areas included in bathroom accessories:
- toilet brushes and holders
- bath racks
- toilet roll holders
- mirrors (shaving etc)
- soap holders
- toothbrush or mug racks and holders
- small cabinets
- towel rails and rings
- flush handles
- light pulls
What you need to know
The housing market slowed a little in 2017-18 resulting in slower demand for bathroom refits. Consumer spending on bathroom fittings, furniture and accessories rose by an estimated 2.2% in 2017 to reach £1,140 million and in 2018 there will be further growth of 2.1% to reach £1,164 million. During 2018-23 we forecast growth of 11% to £1,295 million, helped by growing household numbers. Home owners, with or without a mortgage, are the core audience for bathroom retailers as they have the greatest interest in revamping bathrooms and they are in control of the decisions about what to do. Those with a mortgage are the most active; 15% added bathrooms in the last three years and 34% partially or completely refitted existing bathrooms.
Bathroom shoppers are influenced by discounts or sale prices, highlighting the intensely competitive nature of this market. Online shopping is changing consumer expectations - 30% of shoppers said ease of online ordering influenced where they bought last time and this is particularly relevant to younger bathroom shoppers. Even so this is a market where touching and seeing the products also matters and 29% say that an attractive showroom influenced their choice of bathroom retailer, indicating that retailers with showrooms will fend off intensifying competition from online specialists.
Expert analysis from a specialist in the field
Written by Jane Westgarth , a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The rise of online sellers in the bathroom market has been rapid, with several companies reaching a substantial size. Their emphasis on price is a key factor in drawing customers away from retailers with shops, but there is more to it than this. Consumer expectations of shopping are changing and people expect to be able to get what they want on the internet and like to buy online. Conventional retailers, with shops, are already investing heavily in their online platforms and, to compete successfully in the future, must continue to make it easy for their customers to shop with them online as well as offline. Expect to see more online developments including chat with a designer, greater flexibility about shopping touchpoints and more promises that prices and value for money are unbeatable.
Senior Retail Analyst
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