Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- COVID-19: Market context
- Economic and other assumptions
- Products covered in this Report
Executive Summary
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- The market
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- Figure 1: Forecast of total value sales of bathroom and bathroom accessories (including VAT), adjusted for COVID-19, 2015-25
- Impact of COVID-19 on bathrooms and bathroom accessories
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- Figure 2: Expected impact of COVID-19 on bathroom and bathroom accessories, short, medium and long-term, 2020
- Bathroom fittings and furniture dominate sales
- DIY retailers and online specialists dominate the market
- Poor consumer confidence and a sluggish property market both set to dent market prospects
- Companies and brands
- Online is growing its presence although faces its own difficulties
- Retailers address costs and digital opportunities
- Television dominates promotion although overall spend by the sector is down
- The consumer
- Single bathrooms and toilets are most common
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- Figure 3: Bathrooms, shower rooms, wet rooms and cloakrooms in households, June 2020
- Figure 4: Separate toilets/cloakrooms in households, June 2020
- Consumers are split on their intention to invest in their bathrooms
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- Figure 5: Bathroom, shower room, toilet/cloakroom refits and installations in the last 3 years, June 2020
- B&Q and IKEA are the main retailers
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- Figure 6: Retail channels used in the last 3 years, June 2020
- Online has a growing influence but showrooms still key
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- Figure 7: Factors influencing choice of channel or supplier, June 2020
- Only a small percentage expect to undertake a project in the coming 3 years
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- Figure 8: Project intentions in the next 3 years, June 2020
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- Figure 9: Timescale for project in the next 3 years, June 2020
- Appearance and enjoyment are key
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- Figure 10: Priorities for a Bathroom, shower room or separate toilet project, June 2020
- What we think
The impact of COVID-19 on the Bathroom and Bathroom Accessories Market
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- The Market
- COVID-19 is expected to reduce market value by more than a quarter
- Accessories benefit as consumer spending falls back
- Consumer confidence is expected to suffer
- Companies and Brands
- Additional pressure expected on retailers
- Pressure to cut costs expected to accelerate
- Poor market prospects set to depress promotional spend
- The Consumer
- Growing interest in accessories is likely to continue
- Opportunities for new entrants as new retail channels benefit
- Interest in different ways of purchasing is growing
- Re-inventing the showroom experience
Issues and Insights
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- Where will future growth come from?
- The facts
- The implications
- Online sales expected to exert further pressure on traditional retailers
- The facts
- The implications
- Bathroom accessories have the potential to develop their market presence
- The facts
- The implications
The Market – Key Takeaways
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- Consumer confidence and the housing market are key drivers
- Sales are forecast to fall by a quarter because of COVID-19
- Bathroom fittings and furniture dominate the market
- DIY retailers dominate although with growing competition from online specialists
Market Size and Forecast
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- Short-, medium- and long-term impact of COVID-19 on the sector
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- Figure 11: Expected impact of COVID-19 on bathroom and bathroom accessories, lockdown, re-emergence and recovery, 2020
- Lockdown
- Re-emergence
- Recovery
- Market stagnation evident prior to COVID-19
- Impact of COVID-19
- COVID-19 leads to major disruption for retailers…
- … with 2020 expected to see sales down by more than a quarter on 2019
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- Figure 12: Consumer spending on bathroom and bathroom accessories, 2015-20
- Slow recovery for the market forecast
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- Figure 13: Forecast of total value sales of bathrooms & bathroom accessories (including VAT), adjusted for COVID-19, 2015-25
- Market drivers and assumptions
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- Figure 14: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 29 July 2020)
- Learnings from the last recession
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- Figure 15: total value sales of bathrooms & bathroom accessories (including VAT), 2007-12
- Forecast methodology
Market Segmentation
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- Bathroom fittings and furniture dominate sales
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- Figure 16: Market for bathroom fittings and accessories, furniture and accessories, 2016-20
- Showers dominate sales
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- Figure 17: Market for bathroom fittings and accessories, by segment, 2020 (est)
- Showers and bathroom furniture register good growth up until 2019
- Shower market continues to see innovation
- Sophistication and individuality both important for furniture
- White remains popular for showers, baths, basins and WCs
- Innovation in WCs
- Advances in lighting and controls
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- Figure 18: Bathroom fittings and furniture market, by segment, 2016-20 (est)
Channels to Market
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- DIY retailers dominate the sector
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- Figure 19: Distribution of bathroom fittings and accessories, 2019
- Online sales are performing well …
- … with most other sectors of the market suffering as a result
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- Figure 20: Retail sales by channel, 2015-19
Market Drivers
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- Consumer confidence hit by the COVID-19 outbreak…
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- Figure 21: Consumer financial confidence, January 2015-July 2020
- … with expenditure down
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- Figure 22: The financial activity index, January 2015-July 2020
- Housing market hit by COVID-19 uncertainty
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- Figure 23: Quarterly residential property transactions, Q1 2015-Q2 2020
- Move to renting has the potential to impact on certain areas of the market
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- Figure 24: England housing, by tenure, 2010-19
- Bathrooms are becoming smaller
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- Figure 25: Size of bathrooms, by decade, 1930-present day
Companies and Brands – Key Takeaways
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- DIY retailers face a growing challenge from online specialists
- High-end specialists have the most profitable retail sites
- Cost reduction and digital are key areas for retailers
- Advertising expenditure is in decline
Market Share
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- B&Q leads the market
- Wickes is making good progress
- Homebase benefits from the collapse of Bathstore
- Online challengers suffer as Victorian Plumbing increases its profile
- Traditional bathroom specialists still have a role in the market
- Merchants reinvent themselves
- General and discount retailers increase their presence led by IKEA
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- Figure 26: Market share of bathrooms, by selected retailers, 2015-19
Retailer Analysis
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- DIY retailers dominate although face increased competition
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- Figure 27: Estimated revenues of selected retailers (bathrooms & bathroom accessories), 2015-19
- Store numbers vary widely
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- Figure 28: Store numbers for selected retailers, 2015-19
- High-end specialists achieve the largest sales per store
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- Figure 29: Sales per outlet of selected retailers (bathrooms & bathroom accessories), 2015-19
- Bathroom specialists
- Non-specialists
- Online bathroom specialists
- Victorianplumbing.co.uk
- Victoriaplum.com
- Plumbworld.co.uk
- Soak.com
- Others
Competitive Strategies
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- Cost reduction is a priority for traditional retailers
- Digital retailing is assuming a greater priority for DIY retailers
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- Figure 30: Powered by Kingfisher, June 2020
- Homebase looks to re-invent the customer experience
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- Figure 31: DECORATE by Homebase, 2020
- Merchants and DIY court professional DIYer and Do-It-For-Me market
- Wickes opts to develop installation services
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- Figure 32: Wickes Bathroom Installation Service, 2020
Advertising and Marketing Activity
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- Advertising spend in decline
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- Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, 2016-19
- Early part of the year dominates activity
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- Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, monthly share of annual expenditure, 2018 and 2019
- Slide in ad spend activity affects both retailers and manufacturers
- Retailers continue to dominate the market
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- Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms (10 leading advertisers), 2016-19
- Television dominates although faces competition from press and digital
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- Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, by media type, 2019
- Nielsen Ad Intel coverage
Launch Activity and Innovation
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- Fluidmaster addresses water saving in WCs
- Duscholux develops shower screen with invisible floor anchors
- Geberit ceramic glaze promises better cleaning and thus hygiene
- GROHE taps offer improved water and energy saving capabilities
- Customised shower experience from Noken Porcelanosa
The Consumer – Key Takeaways
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- Consumers feel more confident about the future post COVID-19
- Most homes have only one bathroom and one toilet
- Half of households plan on investment in the coming 3 years
- B&Q and IKEA are the most popular retailers
- Visiting showrooms is popular although use of online is growing
- Short-term concerns limit those who are definitely planning to invest
- Appearance and enjoyment are key factors when it comes to projects
Impact of COVID-19 on Consumer Behaviour
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- Initial concerns about COVID-19 have moderated
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- Figure 37: Worries about risk of exposure to COVID-19, April-July 2020
- Financial confidence is growing …
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- Figure 38: Financial situation, May and July 2020
- … with spending plans showing signs of recovery
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- Figure 39: Spending habits (Home and garden products (eg furniture, domestic appliances etc), April-July 2020
- Interest in different ways of purchasing is growing
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- Figure 40: Shopping habits, April-July 2020
Presence of Bathrooms
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- Most households have access to only one bathroom or similar space
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- Figure 41: Bathrooms, shower rooms, wet rooms and cloakrooms in households, June 2020
- Income is a factor for those with more than one bathroom…
- … while location is also important
- Social housing and rented accommodation have limited access…
- … although young adults do benefit from multiple spaces
- Around a third of households have a separate toilet
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- Figure 42: Separate toilets/cloakrooms in households, June 2020
- Income and location are again important determinants
Bathroom Refits and Installations
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- Accessories are a popular purchase
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- Figure 43: Bathroom, shower room, toilet/cloakroom refits and installations in the last 3 years, June 2020
- Freestanding accessories and furniture popular with young and women
- Young men prefer bigger projects
- Income is key in opting for a complete refit
- Households with multiple bathrooms are more likely to be investing
- Interest in refits is down in 2020
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- Figure 44: Bathroom, shower room, toilet/cloakroom refits and installations in the last 3 years, 2019 and 2020
Retail Channels Used
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- DIY outlets dominate with B&Q leading the market
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- Figure 45: Retail channels used in the last 3 years, June 2020
- DIY retailers and IKEA popular with young adults …
- … with online failing to find traction with those under 35
- Specialists are well positioned with those in higher socio-economic groups
- Specialists find their role in refits while others for furniture
- Use of channels is broadening
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- Figure 46: Retail channels used in the last 3 years, 2019 and 2020
Factors Influencing Choice of Channel
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- Showrooms and online are key in decision making
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- Figure 47: Factors influencing choice or channel or supplier, June 2020
- Additional services are popular with men
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- Figure 48: IKEA virtual reality showroom, 2020
- Online is important for women
- Those targeting the wealthy need to offer a full range of support
- Opportunities exist for others to offer niche services
- Online is popular for bathroom projects
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- Figure 49: Factors influencing choice of channel or supplier, 2019 and 2020
Future Project Intentions
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- Projects are not a priority for the majority
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- Figure 50: Project intentions in the next 3 years, June 2020
- Income is a key driver for undertaking a project
- Young adults are a key group for future projects
- Past purchasers of bathroom furniture most confident about future spending …
- … with DIY and general retailer likely to benefit as a result
- Short-term worries delay investment
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- Figure 51: Timescale for project in the next 3 years, June 2020
- Residents of towns and cities are a key market
- Young women are a wider market for engagement
- Some older adults need persuasion
Project Priorities
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- Aesthetics is a key driver
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- Figure 52: Priorities for a Bathroom, shower room or separate toilet project, June 2020
- Older women want it all
- Londoners less concerned about benefits
- Strong interest from older adults in saving water and energy
- Households with three or more bathrooms want more
- DIY and online retailers are viewed differently
- Older women and more affluent are the most demanding
Appendix – Data Sources, Abbreviations and Supporting Information
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- Market sizing and segment performance
- Data sources
- Abbreviations
- Consumer research methodology
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