Table of Contents
Issues in the Market
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- Key themes
- Definition
Insights and Opportunities
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- Water efficiency under exploited
- Functional solutions
Fast Forward Trends
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- Trend 1: Trust in Me
- Trend 2: Our Friends Electric: Cool Vending
- Fast forward – an explanation
Market in Brief
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- A mixed market
- Housing influences
- Functional thinking
- Retail therapy
- Giant slaying
- DIY shy
- Future prospects
Internal Market Environment
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- Key points
- Extra bathrooms on the increase
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- Figure 1: Number of bathrooms in home, 2002-06
- Housing Act 2004 means more toilets
- Spending on home improvements
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- Figure 2: Expenditure on home improvements DIY and contracted out, 2001/02-05/06
- Water efficiency
- The bathroom is the new kitchen
Broader Market Environment
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- Key points
- The housing market
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- Figure 3: House prices, transactions and average number of years between moves, 2001, 2006 and 2011
- An Englishman’s home is his pension
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- Figure 4: Mortgage Equity Withdrawal, 1990-2006
- Home ownership and home investment
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- Figure 5: UK housing stock by tenure, 2002-12
- House building – new restraints
- Bathroom bling
Competitive Context
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- Key points
- Overall spending
- Spending priorities
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- Figure 6: Spending priorities for 2007
- Internal competition
- Furniture
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- Figure 7: Retail sales of furniture, 2002-06
- Conservatories and lofts
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- Figure 8: Ownership of a conservatory/sun lounge, 2002, 2004 and 2006
- New cars
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- Figure 9: UK new and used car market size, 2001-06
- Holiday expenditure
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- Figure 10: Domestic and overseas holidays expenditure, 2002-06
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Bathroom technology
- The humble commode
- The media really is everywhere
Market Size and Forecast
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- Key points
- Strong growth now moderating
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- Figure 11: UK retail sales of bathroom furniture and accessories, 2002-07
- Trends in the market
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- Figure 12: UK retail sales of bathroom furniture, by type, 2002, 2004 and 2006
- Wellness/spa products
- Water conservation products
- Easy clean
- Natural materials, new shapes
- Storage and space
- The future of the market
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- Figure 13: Market size and forecast of bathroom furniture and accessories, by value, 2002-12
- Figure 14: Year-on-year growth, by sector, 2002-12
- Trends going forward
- Future demographics
- Factors incorporated in the forecast
Segment Performance
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- Key points
- Performances vary with showering contributing strongly
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- Figure 15: UK retail sales of bathroom furniture, by value, 2002-07
- Figure 16: UK retail sales of bathroom furniture, by product type, 2002, 2004 and 2006
- Changing baths
- Shower experiences
- Wet rooms
- Rainfall showers
- Steam showers
- A sinking sensation
- Bathroom accessories
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- Figure 17: UK retail sales of bathroom accessories, by value, 2002-07
- Alternative products and changing habits
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- Figure 18: UK retail sales of bathroom accessories, by type, 2002, 2004 and 2006
- Metal leads the way
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- Figure 19: UK retail sales of bathroom accessories, by material, 2002, 2004 and 2006
Market Share
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- Key points
- Bathroom furniture
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- Figure 20: UK retail sales of bathroom furniture, by manufacturer type, 2002, 2004 and 2006
- Accessories
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- Figure 21: UK retail sales of bathroom accessories, by manufacturer type, 2002, 2004 and 2006
Companies and Products
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- Supply dynamics
- American Standard – Ideal Standard (Armitage Shanks)
- Ideal Standard
- Armitage Shanks
- Airbath Group Plc
- Brampton Housewares
- Croydex Ltd
- Masco Bathroom Group
- Bristan Group
- Heritage Bathrooms plc
- Longmead Group plc
- Qualceram Shires plc
- Roca UK
- Roper Rhodes Ltd
- Samuel Heath & Sons plc
- Showerlux UK Limited
- Twyford Bathrooms
- Brand positioning
- Matki Plc
- Jacuzzi UK Group Plc
- Villeroy & Boch Plc
- VitrA UK
Brand Communication and Promotion
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- Key points
- A new force in the market
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- Figure 22: Main monitored media advertising expenditure on bathroom furniture and accessories, 2003-07*
- Figure 23: Main monitored media advertising expenditure on bathroom furniture and accessories by medium, 2003-06
- Adspend by advertiser
- Below the line support
- Trade support
Channels to Market
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- Key points
- Builders merchants lead the way
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- Figure 24: Sales of bathroom furniture and accessories, by outlet type, 2002, 2004 and 2006
- DIY sheds
- Beyond B&Q
- Specialists
- Internet
The Consumer – Ownership and Purchase
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- Key points
- Because needs still must
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- Figure 25: Bathroom/toilet ownership repertoire and type of bathroom/toilet in household, May 2007
- Families need facilities
- All change
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- Figure 26: Ownership and purchase of bathroom fittings, 2005 and 2006
The Consumer – Attitudes and Motivations
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- A very functional view
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- Figure 27: Attitudes towards the bathroom, May 2007
- It’s a female thing
- Costly perceptions
- Planning ahead
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- Figure 28: Things sought when buying new bathroom furniture, May 2007
- Less money, more plans
- Family planning
- Home investment
The Consumer – Attitudinal Repertoires
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- Key points
- Positive/negative repertoire – propensity to upgrade bathroom
- Feeling positive
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- Figure 29: Number of responses to positive statements, May 2007
- On the downside
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- Figure 30: Number of responses to negative statements, May 2007
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Internal market environment
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- Figure 31: Number of bathrooms in home, by demographic sub-group, 2006
- Broader market environment
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- Figure 32: Trends and projections in UK population (‘000s), by age group, 2002-12
- Figure 33: Average house prices in UK, 1970-2006
- Figure 34: Trends in PDI and consumer expenditure, 2002-12
- Figure 35: UK workforce and employment, by gender, 2002-12
- Competitive Context
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- Figure 36: Breakdown of total consumer expenditure, 2006
- Figure 37: Breakdown of total considered expenditure, 2006
- Brand Communication and Promotion
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- Figure 38: Main monitored media advertising spend on bathroom furniture and accessories, by advertiser, 2003-06
- The Consumer – Purchase: Detailed Demographics
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- Figure 39: Household ownership of bathroom fittings, by demographic sub-group, 2006
- Figure 40: Household expenditure on bathroom fittings in the last 12 months, 2005-06
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- Figure 41: Type of bathroom/toilet in household, May 2007
- The Consumer – Attitudes and Motivations: Detailed Demographics
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- Figure 42: Type of bathroom/toilet in household, 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 43: Attitudes towards the bathroom, 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 44: Attitudes towards the bathroom, 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 45: Things sought when buying new bathroom 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 46: Things sought when buying new bathroom 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
- Further analysis – Consumer attitudes: Detailed Demographics
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- Figure 47: Bathroom/toilet ownership repertoire: Detailed demographics
- Cross analysis
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- Figure 48: Cross analysis of type of bathroom/toilet in household and attitudes towards the bathroom, May 2007
- Figure 49: Cross analysis of type of bathroom/toilet in household and things sought when buying new bathroom furniture, May 2007
- Figure 50: Cross analysis of attitudes towards the bathroom type and things sought when buying new bathroom furniture, May 2007
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