Table of Contents
Introduction and Abbreviations
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- - Gas and Electric Cookers – UK, Market Intelligence, October 2005
Premier Insight
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- Capturing consumers’ imagination
- Targeting the space-limited
- Shortening the replacement cycle
Executive Summary
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- Home improvement trends present encouraging backdrop for furniture sales
- Home ownership on the increase
- Growth in Third Age and Retired age groups will have a positive impact
- Majority still cook at home most days of the week
- Sustained growth in all furniture sectors
- Kitchen furniture benefits from makeovers
- Fitted designs help maximise space
- Renting remains relevant to consumers
- Self assembly (flat-pack) vs ready –assembled (rigid)
- Further consolidation occurs in supply
- Low levels of brand awareness
- New design trends
- Homeform dominates advertising spend
- Deep price cuts; an integral feature of the market
- Fragmented distribution structure in place
- High ownership levels, but long replacement cycle
- Consumers trading up contributes to growth in market value
- Kitchen tables still the centre of activity
- Fitted appliances preferred
- Installation services can be a deal-breaker
- Opportunities prevail, despite uncertainty
Market Drivers
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- Housing market dynamics impact upon kitchen furniture sales
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- Figure 1: UK housing market, 1999-2008
- Increasing owner occupation expands the market base for kitchen furniture
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- Figure 2: UK housing stock, by tenure, 1999-2009
- Empty nesting prompts investment in home improvements
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- Figure 3: UK adult population, by lifestage, 2000-10
- The ‘feelgood factor’ continues to keep spending buoyant
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- Figure 4: PDI and consumer expenditures at current prices, 2000-09
- Employment trends
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- Figure 5: Workforce in employment in the UK, by gender and employment status, by index, 2000-10
- Impact of cooking habits on kitchen furniture
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- Figure 6: Agreement with attitudes towards food, diet and meal occasions, 1999-2004
- Related demand for kitchen and utility room appliances
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- Figure 7: UK expenditure on major household appliances, at current prices, 1999-2004
- Household size in decline
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- Figure 8: Changing structure of UK households, 1998-2008
Market Size and Trends
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- Share of spend remains the same
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- Figure 9: UK retail value sales of furniture, by type, 2000-04
- Replacement kitchens reap returns
- Kitchen furniture diverse by supply nature
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- Figure 10: UK retail sales of kitchen furniture, by type and value, 2000, 2002 and 2004
- Consumer enthusiasm and trading-up drive sales values
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- Figure 11: UK retail sales of kitchen furniture*, by value, 2000-05
- Contemporary vs traditional designs
Market Segmentation
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- Fitted vs free standing
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- Figure 12: UK retail sales of fitted kitchen furniture, by value, 2000-05
- Growing interest in free-standing units
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- Figure 13: UK retail sales of free-standing kitchen furniture, by value, 2000-05
- Suiting transient lifestyles
- Not just food preparation, but a living space too
- Self-Assembly (Flat-Pack) vs Ready-Assembled (Rigid)
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- Figure 14: UK retail sales of self-assembly kitchen furniture, by value, 2000-05
- Flat-pack strives for new image
- Pret-a-porter kitchen furniture less popular
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- Figure 15: UK retail sales of ready-assembled kitchen furniture, by value, 2000-05
- Installation costs
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- Figure 16: UK installation costs of kitchens, by retail value, 2000-05
- Worktops
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- Figure 17: UK retail sales of worktops, by value, 2000-05
- Sinks and taps
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- Figure 18: UK retail sales of sinks & taps, by value, 2000-05
The Supply Structure
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- Imports provide margin incentive for trade manufacturers
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- Figure 19: UK manufacturer sales, exports and imports of kitchen furniture, by value (msp), 2000-03
- Further consolidation occurs
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- Figure 20: Estimated manufacturer shares of kitchen furniture retail sales**, 2000-04
- Low-level brand awareness
- Companies and brands
- Bernstein Group Holdings (BGH)
- Crown Imperial
- Habitat
- HomeForm Group Ltd
- IKEA
- MFI Furniture Group
- Moores Furniture Group
- Nobia Holdings UK Ltd
- Omega plc
- Smallbone of Devizes
- Symphony
- Other suppliers
New Product Trends
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- Clever innovation
Advertising and Promotion
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- Figure 21: Main monitored media advertising expenditure on kitchen furniture, 2000-05
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- Figure 22: Main monitored media advertising expenditure on kitchen furniture by selected brand manufacturers/retailers, 2000-04
- Homeform dominates
- Magnet single top promoted brand
- The place to buy is MFI
- Smaller specialists and kitchen makeovers
- Below-the-line promotions
- Deep price cuts
- Loyalty pay-back
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Distribution
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- Figure 23: UK retail sales of kitchen furniture, by value and type of outlet*, 2000-04
- Kitchen specialists
- Furniture multiples
- DIY multiples
- Direct sales
- Department stores
- Internet shopping for kitchen has limitations
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The Consumer
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- Household ownership of furniture
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- Figure 24: Household ownership of furniture, 2000-04
- Less impetus for rented properties
- Lifestage is the key driver
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- Figure 25: Household ownership of furniture, by lifestage, 2004
- Encouraging families is most important
- Raising the benchmark for price expectations
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- Figure 26: Household expenditure on kitchen furniture, 2000-04
- Types of furniture
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- Figure 27: Types of kitchen furniture, May 2005
- Demand for kitchen tables
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- Figure 28: Types of kitchen furniture, May 2005
- Means of installation
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- Figure 29: Means of installation, May 2005
- Women look for reassurance
- Men look for bargains elsewhere
- Kitchens left untouched
The Consumer – Detailed Demographics
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- TGI data on household ownership of kitchen furniture
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- Figure 30: GB Household ownership of kitchen furniture, by demographic sub-group, 2004
- Types of kitchen furniture and installation
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- Figure 31: Types of kitchen furniture installed, by gender, age group, lifestage and social grade, Mintel’s Special Groups, region, marital status, employment status, presence of children and household size, May 2005
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- Figure 32: Types of kitchen furniture installed, by ACORN groups, media usage, home ownership, home ownership, commercial TV viewing, Internet and supermarket usage, May 2005
- Types of kitchen furniture
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- Figure 33: Types of kitchen furniture, by gender, age group, social grade and lifestage, Mintel’s Special Groups, region, marital status, employment status, presence of children and household size, May 2005
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- Figure 34: Types of kitchen furniture, by ACORN groups, media usage, home ownership, home ownership, commercial TV viewing, Internet and supermarket usage, May 2005
The Consumer – Attitudes and Motivations
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- Attitudes to kitchen improvements
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- Figure 35: Attitudes to kitchens, May 2005
- Inherent indifference towards kitchen refurbishments
- Converting browsers to buyers
- Important decision-making factors
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- Figure 36: Important decision-making factors when shopping for kitchen furniture, May 2005
- Spontaneous rather than informed decisions…
- …but cannot ignore price
- Women go for the full package
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- Figure 37: Important decision making factors, by gender, May 2005
- The role of the kitchen in the household
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- Figure 38: The kitchen’s role in the household, May 2005
- Busiest room in the house
- An important factor in moving house
- Kitchen avoiders
- Assessing consumer target groups
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- Figure 39: Consumer typologies in relation to kitchen furniture, May 2005
- Time-limited (40% of respondents)
- Space-limited (28% of respondents)
- Kitchen-central (32% of respondents)
- Priorities of kitchen furniture typologies
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- Figure 40: Cross-analysis of Kitchen furniture typologies and purchasing priorities, May 2005
Attitudes and Motivations – Detailed Demographics
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- Attitudes to kitchen furniture and appliances
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- Figure 41: Attitudes to kitchen furniture and appliances, by gender, age, social grade, socio-economic group, Mintel’s Special Groups, region, household size, marital and employment status, presence of children, May 2005
- Figure 42: Attitudes to kitchen furniture and appliances, by ACORN category, media usage, TV viewing habits, Internet usage, supermarket usage, May 2005
- Priorities when choosing a kitchen
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- Figure 43: Priorities when choosing a new kitchen, by gender, age, social grade, socio-economic group, Mintel’s Special Groups, region, household size, marital and employment status, presence of children, May 2005
- Figure 44: Priorities when choosing a new kitchen, by ACORN category, media usage, TV viewing habits, Internet usage, supermarket usage, May 2005
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- Figure 45: Priorities when choosing a new kitchen, by gender, age, social grade, socio-economic group, Mintel’s Special Groups, region, household size, marital and employment status, presence of children, May 2005
- Figure 46: Priorities when choosing a new kitchen, by ACORN category, media usage, TV viewing habits, Internet usage, supermarket usage, May 2005
- Role of the kitchen in the household
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- Figure 47: The kitchen’s role in the household, by gender, age, social grade, socio-economic group, Mintel’s Special Groups, region, household size, marital and employment status, presence of children, May 2005
- Figure 48: The kitchen’s role in the household, by ACORN category, media usage, TV viewing habits, Internet usage, supermarket usage, May 2005
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- Figure 49: The kitchen’s role in the household, by gender, age, social grade, socio-economic group, Mintel’s Special Groups, region, household size, marital and employment status and presence of children, May 2005
- Figure 50: The kitchen’s role in the household, by ACORN category, media usage, TV viewing habits, Internet usage and supermarket usage, May 2005
- Consumer typologies
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- Figure 51: Consumer typologies in relation to kitchen furntiure, by gender, age, social grade, socio-economic group, Mintel’s Special Groups, region, household size, marital and employment status, presence of children, May 2005
- Figure 52: Consumer typologies in relation to kitchen furntiure, by ACORN category, media usage, TV viewing habits, Internet usage, supermarket usage, May 2005
The Future
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- The economy remains optimistic
- More emphasis on design to meet the demand for individual needs
- Potential new demand for free-standing kitchen furniture
- Flat pack continues to make sense
- Possible polarisation in market supply and distribution
Forecast
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- Sustained growth forecast
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- Figure 53: Forecast of the UK retail kitchen furniture market, by sector, 2005-10
- Positives outweigh the negatives
- Increasing levels of home ownership will boost sales
- Free-standing kitchen furniture gaining ground
- Factors used in the forecast
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