Table of Contents
Issues in the Market
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- Key themes
- Definition
Insights and Opportunities
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- Multifunctional living
- Compact living
- In-home recycling
Fast Forward Trends
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- Trend 1: Fashion is all
- Trend 2: Duvet Dining
- Fast forward – an explanation
Market in Brief
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- Market slowdown
- DIY on the decline
- New look for the retailers
- Entertainment technology enters the kitchen
- Other home improvement priorities
- Kitchen comforts
Internal Market Environment
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- Key points
- Hub of the home
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- Figure 1: Agreement with selected lifestyle statements, 2002, 2004, and 2006
- Not just for food
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- Figure 2: Self-employed and homeworking, 2002, 2004 and 2006
- Open-plan living
- Luxury over value
- Man about the kitchen
- Cooking up a conscience?
- DIY to GSI
- Makeover meltdown?
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- Figure 3: Agreement with lifestyle statements, 2002, 2004 and 2006
- Spending on home improvements
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- Figure 4: Expenditure on home improvements DIY and contracted out, 2001/02-2005/06
Broader Market Environment
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- Key points
- Growing interest in the home
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- Figure 5: Average house prices in UK, 1970-2006
- Paying the price of home ownership
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- Figure 6: Household tenure, 2002-12
- More homes, less space
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- Figure 7: Percentage of house type in total new housing starts in Great Britain, 2001-05
- Healthy PDI
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- Figure 8: PDI and consumer expenditure, at constant 2002 prices, 2002-12
- Population trends
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- Figure 9: UK household sizes as a percentage of the population, 2002-12
Competitive Context
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- Key points
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- Figure 10: Breakdown of total consumer expenditure, 2006
- The chillout zone
- Living for today’s design
- Out to impress
- Room with a view
- Experience life’s luxuries
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- Figure 11: Breakdown of total considered expenditure, 2006
- Makeovers move closer
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Let me entertain you
- Practical functionality
- The kitchen hob gets a makeover
- Curves…
- …and colour
- Eco-friendly
- Free technology attracts new consumers
- Free fitting entices the bargain hunter
Market Size and Forecast
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- Key points
- The kitchen gets a makeover
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- Figure 12: UK retail sales of kitchen furniture*, by value, 2002-07
- Vying for share of disposable income
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- Figure 13: UK retail value sales of furniture, by type, 2002, 2004 and 2006
- Rising installation costs
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- Figure 14: UK retail sales of kitchen furniture, by type and value, 2002-06
- The future of the market
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- Figure 15: UK retail sales of kitchen furniture, by value, 2002-12
- Factors used in the forecast
Segment Performance
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- Key points
- Fitted furniture
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- Figure 16: UK retail sales of fitted kitchen furniture, by value, 2002-07
- Free-standing furniture
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- Figure 17: UK retail sales of free-standing kitchen furniture, by value, 2002-07
- Self-assembly furniture
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- Figure 18: UK retail sales of self-assembly kitchen furniture, by value, 2002-07
- Ready-assembled furniture
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- Figure 19: UK retail sales of ready-assembled kitchen furniture, by value, 2002-07
- Installation
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- Figure 20: UK installation costs of kitchens, by retail value, 2002-07
- Worktops
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- Figure 21: UK retail sales of worktops, by value, 2002-07
- Sinks and taps
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- Figure 22: UK retail sales of sinks and taps, by value, 2002-07
Market Share
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- Key points
- Retailer shares
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- Figure 23: Retailer share of kitchen furniture, by value, 2002, 2004 and 2006
Companies and Products
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- Nobia
- Gower
- Magnet
- MFI Retail
- Galiform
- Sun Capital (HF Group Acquisition Co)
- Symphony
- B&Q plc
- Wickes Building Supplies Ltd
- Kitchens
- Smallbone plc
- Chalon
- Homebase Ltd
Brand Communication and Promotion
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- Key points
- High street chains drive growth
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- Figure 24: Main monitored media advertising expenditure on kitchen furniture, 2003-07*
- Figure 25: Main monitored media advertising expenditure on kitchen furniture, by medium, 2003-07*
- Magnet attracts highest share of spend
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- Figure 26: Main monitored media adspend on kitchen furniture, top 20 manufacturers/retailers based on 2006 spend, 2003-07*
- Advertising strategy
- The price is right
- Aspirational lifestyles
Channels to Market
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- Key points
- Bring in the specialists
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- Figure 27: UK retail sales of kitchen furniture, by value and type of outlet*, 2002, 2004 and 2006
Consumer – Purchase
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- Key points
- Usage
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- Figure 28: Household ownership of kitchen furniture (including fitted kitchens), 2005 and 2006
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- Figure 29: Profile of those buying kitchen furniture in the last 12 months, by socio-economic group, lifestage, tenure and ACORN category, 2006
- Room for improvement
- First-time buyers hold back on new kitchens
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- Figure 30: Purchase of kitchen furniture by first-time buyers, or those buying a replacement, 2004-06
The Consumer – Attitudes and Motivations
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- Key points
- Open-plan living still a novelty
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- Figure 31: Type of kitchen owned, May 2007
- Keeping up appearances
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- Figure 32: Reasons for changing the kitchen furniture, May 2007
- Don’t stop moving
- Hustling and bustling in the kitchen
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- Figure 33: How consumers use their kitchens, May 2007
- Special offers help stimulate sales
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- Figure 34: Cross-analysis of type of kitchen owned and reasons for changing the kitchen furniture, May 2007
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- Figure 35: Cross-analysis of type of kitchen owned and how consumers use their kitchens, May 2007
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- Figure 36: Cross-analysis of the way consumers use their kitchens and reasons for changing the kitchen furniture, May 2007
Consumer Typologies – Further Analysis
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- Repertoire analysis
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- Figure 37: The number of ways people use their kitchen, May 2007
- Kitchen furniture cluster analysis
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- Figure 38: Kitchen furniture consumer typologies, May 2007
- Limited (23% of respondents)
- Multipurpose (25% of respondents)
- Just for food (36% of respondents)
- All purpose (17% of respondents)
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Broader market environment
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- Figure 39: Trends and projections in UK population, by age group, 2002-12
- Consumer – Purchase: Detailed Demographics
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- Figure 40: Household ownership of kitchen furniture (including fitted kitchens), by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2006
- The Consumer: Purchase: Detailed demographics
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- Figure 41: Number of kitchens in home, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usagedemographic sub-group, 2006
- Figure 42: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2006
- The consumer – Attitudes and motivations: Detailed demographics
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- Figure 43: Type of kitchen owned, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, May 2007
- Figure 44: Reasons for changing the kitchen furniture, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, May 2007
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- Figure 45: Reasons for changing the kitchen furniture, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, May 2007
- Figure 46: How consumers use their kitchens, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, May 2007
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- Figure 47: How consumers use their kitchens, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, May 2007
- Consumer typologies: Further analysis –Detailed demographics
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- Figure 48: Repertoire of the number of ways people use their kitchen, by gender, age, socio-economic group, marital status, lifestage, working status, tenure, ACORN category, commercial TV viewing, region, newspaper readership, supermarket usage, detailed lifestage groups, presence of children and Mintel’s Special Groups, May 2007
- Figure 49: Kitchen furniture consumer typologies, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage and detailed lifestage groups, May 2007
- Figure 50: Cluster groups, by type of kitchen people have, May 2007
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- Figure 51: Cluster groups, by factors that might encourage them to change their kitchen furniture, May 2007
- Figure 52: Cluster groups, by ways people use their kitchen, May 2007
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