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Bathrooms and Bathroom Accessories - UK - August 2017

OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
The market
Cautious outlook as housing transactions slow
Figure 1: Consumer spending on bathroom fittings and furniture, 2012-22
Practical storage plus attractive styling boosts bathroom accessories
Showers and cabinet furniture popular in today’s bathrooms
Figure 2: Market for bathroom fittings and accessories, by segment, 2017 (est)
Stamp duty changes disturb the housing market
Companies, brands and innovation
Concentration of the market
Figure 3: Distribution of bathrooms, by retailer, 2017 (est)
Key suppliers and their brands
High growth for bathroom specialists
Pureplay online sellers growing rapidly
Attracting small builders
Alternatives to out-of-town sites
Better visuals for bathroom designs
Growth of the smart home
The consumer
Just one bathroom in 67% of homes
44% of households repaired or updated bathrooms in the last 3 years
58% of owner-occupiers appointed their own bathroom fitter
B&Q is, by some distance, the most-used retailer for bathrooms
Figure 4: Retailers used for most recent bathroom project, June 2017
Service influences shoppers
Figure 5: Factors influencing choice of retailer, June 2017
Broad spread of interest in advanced bathroom innovation
Figure 6: Interest in innovative bathroom products, June 2017
What we think
ISSUES AND INSIGHTS
Are shoppers flocking to online sellers?
The facts
The implications
What are the key factors influencing choice of retailer?
The facts
The implications
What is the impact of the rise in private renting on demand for bathrooms?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Cautious consumers defer spending
Slow growth between 2017-22
Showers and cabinet furniture popular in today’s bathrooms
Rise of the multiple groups
Rise of online bathroom specialists
Changes among DIY retailers
Two thirds of adults prefer to shower
Efficient use of water
The age of the smart meter
More multi-generation households
Stamp duty changes disturb the housing market
MARKET SIZE AND FORECAST
Cautious consumers defer spending
Figure 7: Consumer spending on bathroom fittings and furniture, 2012-22
Figure 8: Consumer spending on bathroom fittings and furniture, 2012-22
Figure 9: Consumer spending on bathroom accessories, 2012-22
Forecast methodology
MARKET SEGMENTATION
Showers and cabinet furniture popular in today’s bathrooms
Figure 10: Market for bathroom fittings and accessories, by segment, 2017 (est)
Strong demand for showers
Figure 11: Bathroom fittings market, by segment, 2012-17 (est)
Fitting furniture in the bathroom
Innovation in the shower market
Shower heads are a style highlight in the bathroom
Statement features encourage consumers to spend more
Innovation in WCs
Larger mirrors
Advances in lighting and controls
CHANNELS TO MARKET
Concentration of the market
Figure 12: Distribution of bathrooms, by retailer, 2017 (est)
Rise of online bathroom specialists
Changes to the DIY market
MARKET DRIVERS
13% of adults shower more frequently
Figure 13: Changes to bathroom routines, November 2016
Efficient use of water
The age of the smart meter
More multi-generation households
Figure 14: Living with parents, by age, 2000-16
Stamp duty changes disturb the housing market
Figure 15: Housing transactions, December 2015-May 2017
How consumers feel about their finances
Figure 16: Trends in how respondents would describe their financial situation, January 2015-June 2017
COMPANIES, BRANDS AND INNOVATION – WHAT YOU NEED TO KNOW
Key suppliers and their brands
High growth for bathroom specialists
Pureplay online sellers growing rapidly
Attracting small builders
Alternatives to out-of-town sites
Different approaches to branding
Jostling for price leadership
Bathrooms could be monitoring health
Smarter bathrooms could aid the beauty market
Growth of the smart home
Better visuals for bathroom designs
COMPANIES AND BRANDS – SUPPLIERS 
Key suppliers and their brands
Figure 17: Leading companies in the bathroom furniture and accessories market and their brands, 2017
Key supplier revenues
Figure 18: Selected leading bathroom suppliers, revenue MSP, 201216
Key supplier operating profits
Figure 19: Selected leading bathroom suppliers, operating profit, 2012-16
COMPANIES AND BRANDS – RETAILERS 
High growth for bathroom specialists
Pureplay online sellers growing rapidly
Big changes in the DIY sector
Figure 20: Selected bathroom retailers, turnover, 2012-16
Attracting small builders
Bathstore is the only major specialist
Other bathroom specialists
Wren no longer selling bathrooms
IKEA serving a niche market
Non-specialists in the bathroom market
COMPETITIVE STRATEGIES
Alternatives to out-of-town sites
Matalan adds bathrooms online
Focus on full service
B&Q goes an extra mile to assure people about its fitters
Different approaches to branding
Over-reliance on discounting
Loyalty cards
Encouraging trade custom
LAUNCH ACTIVITY AND INNOVATION
Your bathroom could be monitoring your health
Smarter bathrooms could aid the beauty market
Figure 21: Google ideas does a smart bathroom, 2016
Growth of the smart home
Safer shower trays address an ageing demographic
Figure 22: Anti-slip shower tray from Kohler Mira, 2017
Grohe’s Red Dot awards recognise exceptional design
Figure 23: Grohe Sensia Arena shower toilet, 2017
Bathstore launches augmented reality service
Creating better toilets for third-world communities
ADVERTISING AND MARKETING ACTIVITY
Static advertising spend over three years
Figure 24: Total above-the line, online display and direct mail advertising expenditure on bathrooms, 2013-16
Bathstore is the largest advertiser of bathrooms
Figure 25: Total above-the line, online display and direct mail advertising expenditure on bathrooms, by advertiser, 2013-16
Television accounts for over half of adspend
Figure 26: Above-the line, online display and direct mail advertising expenditure on bathrooms, by media, 2016
Advertising specifics
Figure 27: Bathstore, Advertising image, 2016
Figure 28: Victoria Plum, Advertising image, 2016
Figure 29: Victorian Plumbing, Flying Van, September 2016
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Just one bathroom in 67% of homes
44% of households repaired or updated bathrooms in the last 3 years
58% of owner-occupiers appointed their own bathroom fitter
B&Q is, by some distance, the most-used retailer for bathrooms
Service influences shoppers
Broad spread of interest in advanced bathroom innovation
BATHROOMS IN THE UK’S HOMES
Two thirds of UK homes have just one bathroom
Figure 30: Number of bathrooms in household, June 2017
29% of homes have a separate toilet/cloakroom
Figure 31: Separate toilet/cloakroom in household, June 2017
Owner-occupiers are more likely to own a separate toilet
BATHROOM INSTALLATIONS AND REPAIRS
44% of households repaired or updated bathrooms in the last 3 years
Figure 32: Bathroom installations and repairs in the last three years, June 2017
WHO FITTED THE BATHROOM?
58% of owner-occupiers appointed their own bathroom fitter
People choose fitters on trust
Retailers must cater to the needs of builders
23% of bathrooms are DIY projects
Figure 33: Who fitted the bathroom?, June 2017
SPEND ON MOST RECENT BATHROOM PROJECT
People spend around £1,000 on fittings
Figure 34: Spend on most recent bathroom project, June 2017
RETAILERS USED FOR LAST BATHROOM PROJECT
B&Q is the most-used retailer
IKEA popular with private renters
Scope for expansion for Bathstore
Figure 35: Retailers used for most recent bathroom project, June 2017
FACTORS INFLUENCING CHOICE OF RETAILER
Simple to compare prices
The importance of trust
Will bathroom retailers lose share to the internet?
Showrooms remain relevant
Technology can help visualise
Spreading the cost
Figure 36: Factors influencing choice of retailer, June 2017
INTEREST IN INNOVATIVE BATHROOM PRODUCTS
42% want a self-cleaning toilet
A clear view in the mirror
Emerging interest in smart bathrooms
Figure 37: Interest in innovative bathroom products, June 2017
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology

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