Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Future Opportunities
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- It’s a tougher world out there
- Multiplicity of choice – the upside and the down
Market in Brief
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- Tougher trading
- Core growth
- Fragmented
- What consumers want
- A stronger future
Internal Market Environment
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- Key points
- Numbers slowly on the up
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- Figure 1: Number of bathrooms in the home, 2004-08
- How people use their bathrooms
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- Figure 2: Attitudes towards showers versus baths, August 2008
- Bath users savour the experience
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- Figure 3: Attitudes towards bath, soap and shower products, August 2008
- Stay where you are
- Government initiatives for sustainability
- Saved water and safer water
- Reducing waste
- Wider support
- The meter reader arrives
- Can someone else do it?
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- Figure 4: Agreement with attitudinal statement relating to DIY, 2004-08
- Easier access for all
Broader Market Environment
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- Key points
- Economy slows
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- Figure 5: GDP, PDI and consumer expenditure, at 2004 prices, 2004-14
- Immediate effect on housing market
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- Figure 6: UK housing market – number of transactions, average house prices and number of years between moves, 2004-14
- A halt to borrowing?
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- Figure 7: Trends in housing equity withdrawal, quarterly 2004-Q1 2009
- Underlying driver
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- Figure 8: UK households and size of households, 2004-14
- Disposable incomes
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- Figure 9: Structure of the UK adult population, by socio-economic group, 2004-14
- Pockets of growth potential
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- Figure 10: Structure of the UK population, by age, 2004-14
- Doing the research
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- Figure 11: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group and age, 2002-09
Competitive Context
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- Key points
- Household spending restrained
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- Figure 12: Comparison of bathrooms with other household markets, 2004-08
- Making more of the home
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- Figure 13: Home extensions, 2004-08
- Setting priorities
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- Figure 14: Expenditure priorities, 2007-09
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Reducing environmental impact
- Safe and sound
- Style and design
- Materials and design
- Ease of use
- Lighting for function and mood
- Cutting chores
Market Size and Forecast
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- Key points
- Strong growth halted
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- Figure 15: UK consumer market for bathroom furniture and accessories, 2004-14
- Looking forward
Segment Performance
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- Key points
- Bathroom furniture and accessories
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- Figure 16: UK consumer market for bathroom furniture and accessories, by type, 2004-08
- Bathroom furniture feels the impact
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- Figure 17: UK consumer market for bathroom furniture and fittings, by value, 2004-14
- Designing for today into the future
- Making the most of a small space
- The changing face of bathrooms
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- Figure 18: UK consumer market for bathroom furniture, by product type, 2004-08
- Showers are taking over
- A tranquil haven
- Newer ways with baths and basins
- Splashing out
- Taps with extra flair
- Bathroom accessories flourishing
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- Figure 19: UK consumer market for bathroom accessories, by value, 2004-14
- Function-wise
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- Figure 20: UK consumer market for bathroom accessories, by type, 2004-08
Companies and Brands
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- Key points
- Manufacturers and brands
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- Figure 21: Leading companies in the bathrooms market and their brands, 2009
- Overview
- Major players
- Ideal Standard Group
- Jacuzzi UK Group plc
- Kohler Mira
- Masco Bathroom Group
- Qualceram Shires plc
- Roca UK
- Roper Rhodes Ltd
- Showerlux UK Ltd
- Twyford Bathrooms
- Villeroy & Boch
- VitrA UK
- Other companies
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- Figure 22: Selected other suppliers of bathroom furniture, fittinings and accessories, 2009
Brand Elements
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- Key points
- Brand map
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- Figure 23: Attitudes towards and usage of bathroom brands, June 2009
- Brand qualities of bathroom brands
- B&Q most functional, Bathstore most stylish
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- Figure 24: Personalities of various bathroom brands, June 2009
- Experience of bathroom brands
- B&Q most popular, Bathstore lacks awareness
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- Figure 25: Consumer usage of various bathroom brands, June 2009
- Brand intentions for bathroom brands
- Specialists less considered
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- Figure 26: Consideration of various bathroom brands, June 2009
- Brand satisfaction for bathroom brands
- Bathstore best for customers
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- Figure 27: Satisfaction with various bathroom brands, June 2009
- Brand commitment to bathroom brands
- DIY stores lack loyalty, Bathstore alienates some
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- Figure 28: Commitment to various bathroom brands, June 2009
- B&Q
- What the consumer thinks
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- Figure 29: Attitudes towards the B&Q brand, June 2009
- Homebase
- What the consumer thinks
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- Figure 30: Attitudes towards the Homebase brand, June 2009
- Bathstore
- What the consumer thinks
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- Figure 31: Attitudes towards the Bathstore brand, June 2009
Brand Communication and Promotion
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- Key points
- Some budgets cut
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- Figure 32: Main media advertising expenditure on bathrooms, 2005-08
- The merits of print and TV
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- Figure 33: Main media advertising expenditure on bathroom furniture and accessories, by channel, 2005-08
- Direct communications
- The big chains dominate
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- Figure 34: Main media advertising expenditure on bathrooms, 2005-08
- The indirect approach
Channels to Market
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- Key points
- Builders and plumbers lead
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- Figure 35: Distribution of bathroom furniture and accessories, 2004-08
- Figure 36: Multiple retailers, number of outlets in UK and RoI, August 2009
- The specialists
- DIY slightly eroded
- New online opportunities
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- Figure 37: Selected online vendors of bathroom furniture and accessories, August 2009
Ownership and Purchase
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- Key points
- Purchase rates
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- Figure 38: Bathroom fittings, 2005-08
- Affluence is all
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- Figure 39: Bathroom facilities in home, May 2009
- A choice not open to all
Factors Influencing Choice
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- Key points
- Clear priorities
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- Figure 40: Features or services important when buying a new bathroom, May 2009
- Getting someone in
- Project design and payment
- A touch of luxury
- Do women make all the decisions?
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- Figure 41: Key demographic differences in features or services important when choosing a new bathroom, May 2009
Consumer Attitudes and Typologies
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- Key points
- Plan carefully and think ahead
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- Figure 42: Attitudes towards bathrooms, May 2009
- What this means for purchase
- How consumers vary in their attitudes
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- Figure 43: Key demographic differences in attitudes towards bathrooms, May 2009
- Consumer typologies
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- Figure 44: Consumer typologies, May 2009
- Bathroom on a Budget (16%)
- Relaxers (22%)
- Quality Showers (21%)
- Apathetic (40%)
- How the typologies would choose a bathroom
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- Figure 45: Features or services important when buying a new bathroom, by typologies, May 2009
Appendix – Internal Market Environment
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- Figure 46: Number of bathrooms in the home, by demographics, 2004-08
- Figure 47: Agreement with attitudinal statement relating to DIY, by demographics, 2008
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Appendix – Ownership and Purchase
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- Figure 48: Ownership and purchasing of bathroom fittings, by demographics, 2008
- Figure 49: Bathroom facilities in home, by demographics, May 2009
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Appendix – Factors Influencing Choice
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- Figure 50: Most popular features or services important when buying a new bathroom, by demographics, May 2009
- Figure 51: Other features or services important when buying a new bathroom, by demographics, May 2009
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- Figure 52: Other features or services important when buying a new bathroom, by demographics, May 2009
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Appendix – Consumer Attitudes and Typologies
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- Figure 53: Most popular attitudes towards bathrooms, by demographics, May 2009
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- Figure 54: Other attitudes towards bathrooms, by demographics, May 2009
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- Figure 55: Other attitudes towards bathrooms, by demographics, May 2009
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- Figure 56: Consumer typologies, by demographics, May 2009
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- Figure 57: Bathroom facilities in home, by typologies, May 2009
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- Figure 58: Attitudes towards bathrooms, by typologies, May 2009
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