Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Older people – their wants and their needs
- Men are changing – don’t ignore them
Market in Brief
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- A resilient market in tougher times
- Within the market
- A fragmented marketplace
- What consumers want
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- Figure 1: Summary of target groups and key desired features and services, May 2009
- Future prospects sound
Internal Market Environment
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- Key points
- How many buyers are there?
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- Figure 2: Purchase of kitchen furniture (including fitted kitchens), 2004-08
- Expanding outwards and upwards
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- Figure 3: Ownership and purchasing of home extensions, 2004-08
- The home is the hub
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- Figure 4: Agreement with attitudinal statements relating to the home, 2004, 2006 and 2008
- Men’s motivations are a little different
- Open to new ideas
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- Figure 5: Agreement with attitudinal statements relating to home improvements, by gender, 2008
- Don’t get me involved
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- Figure 6: Agreement with attitudinal statement relating to DIY, 2004, 2006 and 2008
- Competition at lower end
- Kitchens and the environment
Broader Market Environment
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- Key points
- From crunch to recession
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- Figure 7: Trends in GDP, PDI and consumer expenditure, 2004-14
- How consumers are responding
- The impact of the housing market
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- Figure 8: Trends in the housing market, 2004-14
- Availability and funds
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- Figure 9: Trends in housing equity withdrawal – quarterly data, 2004-Q1 2009
- Needs and wants
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- Figure 10: UK households, by size, 2004-14
- Lifestages and children
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- Figure 11: Age structure of the UK population, 2004-14
- Income differentials
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- Figure 12: UK population, by socio-economic group, 2004-14
Competitive Context
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- Key points
- Sorting the priorities
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- Figure 13: Expenditure priorities, 2007-09
- More opportunities from the internet
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- Figure 14: Products for the home purchased using the internet for browsing or buying, February 2009
- Researching
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Colour for the home
- Will colour take off?
- Linking areas
- Technology further blurs the division
- New twists on functionality
- Saving trees
- A new eco-friendly kitchen
- Enabling the decision
- Speeding up the result
Market Size and Forecast
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- Key points
- A pause in growth
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- Figure 15: UK consumer market for kitchens*, 2004-14
- The impact of the economy
- The future
Segment Performance
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- Key points
- Price positioning
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- Figure 16: Selected examples of current retail product prices, June 2009
- An overview of segment performance
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- Figure 17: UK consumer market for kitchens, by type, 2004, 2006 and 2008
- Fitted versus freestanding
- Visibility and pricing
- General cabinet trends
- Updating
- Clear vision
- Worktops
- Taps go high-tech
- Installation
Market Share
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- Key points
- A fragmented and diverse market
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- Figure 18: Estimated shares of the UK consumer market for kitchens, 2004-08
- Complexity of supply and definition
Companies and Products
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- Magnet
- Howden Joinery
- B&Q
- MFI
- MFI and the German connection
- Moben/Kitchens Direct
- Homebase
- Wickes (Travis Perkins)
- Other companies
- Omega
- Symphony
- IKEA
- Smallbone
- Fired Earth
- Jewson
- John Lewis
- Buildbase
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- Figure 19: Selected other kitchen furniture manufacturers*, 2009
- The replacement option
- Other specialists
Brand Elements
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- Key points
- Brand map
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- Figure 20: Attitudes towards and usage of kitchen brands, June 2009
- Brand qualities of kitchen brands
- B&Q top for functionality, IKEA most stylish
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- Figure 21: Personalities of various kitchen brands, June 2009
- Experience of kitchen brands
- Kitchen expertise – low experience
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- Figure 22: Consumer usage of various kitchen brands, June 2009
- Brand intentions for kitchen brands
- Magnet most considered
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- Figure 23: Consideration of various kitchen brands, June 2009
- Brand satisfaction for kitchen brands
- IKEA most impresses
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- Figure 24: Satisfaction with various kitchen brands, June 2009
- Brand commitment to kitchen brands
- Magnet most worth paying more
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- Figure 25: Commitment to various kitchen brands, June 2009
- B&Q
- What the consumer thinks
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- Figure 26: Attitudes towards the B&Q brand, June 2009
- Magnet
- What the consumer thinks
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- Figure 27: Attitudes towards the Magnet brand, June 2009
- IKEA
- What the consumer thinks
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- Figure 28: Attitudes towards the IKEA brand, June 2009
Brand Communication and Promotion
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- Key points
- Some apparent retrenchment
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- Figure 29: Main monitored media adspend on kitchen furniture, 2005-08
- Print for flexibility
- The direct route
- The most prominent names
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- Figure 30: Main monitored media adspend on kitchen furniture, by major spenders, 2005-08
- The straightforward approach
- Magnet tries something different
Channels to Market
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- Key points
- The details
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- Figure 31: UK consumer market for kitchens, by type of outlet, 2004, 2006 and 2008
- Figure 32: Multiple retailers, number of outlets in UK and RoI, June 2009
- Independent specialists gaining an edge but…
- … mixed fortunes for the kitchens and furniture multiples
- DIY multiples
- Direct sales
- Department stores
- Consumer perceptions
- The role of price
- How consumers use suppliers
Choosing a New Kitchen
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- Key points
- Current ownership
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- Figure 33: Type of kitchens owned, May 2009
- The adaptability of multi-purpose spaces
- Three priority areas for a new kitchen
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- Figure 34: Features or services important when choosing a new kitchen, May 2009
- Other key issues
- Targeting more closely
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- Figure 35: Key demographic differences in features or services important when choosing a new kitchen, May 2009
- Does the existing kitchen influence priorities?
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- Figure 36: Features or services important, by type of kitchen owned, May 2009
Attitudes, Buying Behaviour and Intentions
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- Key points
- Choosing, using and buying
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- Figure 37: Attitudes towards kitchens, May 2009
- Lots of market potential
- The cautious buyer
- Style considerations
- The kitchen as investment
- Media influences
- The kitchen as a – crowded – hub
- Does the existing kitchen influence general attitudes?
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- Figure 38: Attitudes towards kitchens, by type of kitchen owned, May 2009
- The majority view
- Those with more room to play with
Targeting Opportunities
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- Key points
- Planning on a budget (28%)
- Indifferent (31%)
- Home centred (16%)
- Enduring quality (25%)
- Priorities
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- Figure 39: Features or services important when choosing a new kitchen, by target groups, May 2009
- Attitudes
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- Figure 40: Attitudes towards kitchens, by target groups, May 2009
Appendix – Internal Market Environment
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- Figure 41: Purchase of kitchen furniture (including fitted kitchens), by demographics, 2008
- Figure 42: Ownership and purchasing of loft conversions and conservatories/sun lounges, by demographics, 2008
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- Figure 43: Ownership and purchasing of expanded/new kitchen, by demographics, 2008
- Figure 44: Ownership and purchasing of other home extensions, by demographics, 2008
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- Figure 45: Agreement with attitudinal statements relating to the home, by demographics, 2008
- Figure 46: Agreement with attitudinal statements relating to home improvements, 2004, 2006 and 2008
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- Figure 47: Agreement with attitudinal statements relating to DIY and home improvements, by demographics, 2008
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Appendix – Segment Performance
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- Figure 48: UK customer market for kitchens*, 2004-09
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Appendix – Choosing a New Kitchen
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- Figure 49: Type of kitchen owned, by demographics, May 2009
- Figure 50: Services important when choosing a new kitchen, by demographics, May 2009
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- Figure 51: Kitchen features important when choosing a new kitchen, by demographics, May 2009
- Figure 52: Product features important when choosing a new kitchen, by demographics, May 2009
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- Figure 53: Type of kitchen owned, by services important when choosing a new kitchen, May 2009
- Figure 54: Type of kitchen owned, by features important when choosing a new kitchen, May 2009
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- Figure 55: Type of kitchen owned, by product features important when choosing a new kitchen, May 2009
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Appendix – Attitudes, Buying Behaviour and Intentions
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- Figure 56: Attitudes towards and buying behaviour and intentions regarding kitchens, by demographics, May 2009
- Figure 57: Further attitudes towards and buying behaviour and intentions regarding kitchens, by demographics, May 2009
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- Figure 58: Attitudes towards and buying behaviour and intentions regarding kitchens, by type of kitchen owned, May 2009
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Appendix – Targeting Opportunities
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- Figure 59: Kitchen target groups, by demographics, May 2009
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