Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer market for kitchens, best- and worst-case forecast, 2006-16
- Market factors
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- Figure 2: Agreement with attitudinal statements relating to the home, 2010
- Companies, brands and innovation
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- Figure 3: Estimated shares of the UK consumer market for kitchens, by value, 2010
- The consumer
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- Figure 4: Plans for kitchen refurbishment, June 2011
- Figure 5: What respondents would buy next time they refit a kitchen, June 2011
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- Figure 6: How consumers will buy their next kitchen, June 2011
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- Figure 7: Customer typologies for kitchens, June 2011
- What we think
Issues in the Market
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- How much is the internet influencing the way people shop for kitchens?
- Has the replacement cycle for kitchens slowed?
- Are consumers improving rather than moving?
- How important is DIY installation in the market for kitchens?
- How much are consumers influenced by sustainability issues?
Future Opportunities
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- Trend: Experience is all
- Trend: Home of the senses
Internal Market Environment
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- Key points
- Volumes are down in difficult conditions
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- Figure 8: Purchasing activity for kitchens, percentage and number, 2006-10
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- Figure 9: Percentage buying kitchens, by socio-economic group, 2010
- More people admit to enjoying cooking
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- Figure 10: Agreement with attitudinal statements relating to the home, 2006-10
- Free time at home
- Attitudes towards home improvements
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- Figure 11: Agreement with attitudinal statements relating to home improvements, by gender, 2010
- Don’t move, extend
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- Figure 12: Ownership of home extensions, 2006-10
- The environment takes a back seat
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- Figure 13: Trends in agreement with attitudinal statements relating to the home, 2006-10
Broader Market Environment
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- Key points
- Explosion of broadband
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- Figure 14: Broadband penetration, 2004-10
- Saving more in hard times
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- Figure 15: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- Some 3 million more homes in a decade
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- Figure 16: UK households, by size, 2006-16
- Upwardly mobile population
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- Figure 17: Forecast adult population trends, by socio-economic group, 2006-16
- House price inflation
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- Figure 18: Average house prices, 2005-10
- Drop in house moves
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- Figure 19: Residential property transactions, by quarter, 2006-11
- UK housing stock
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- Figure 20: Total number of UK dwellings, by tenure, 1996-2010
Competitive Context
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- Key points
- Spending on household products
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- Figure 22: Comparison of kitchen with other household markets, 2006-10 and 2011
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Market Size and Segmentation
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- Key points
- Consumer spend on kitchens
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- Figure 23: value sales for kitchen furniture and accessories, 2006-16
- Declining sales and weak demand
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- Figure 24: Kitchen furniture and accessories, 2006-16
- Style and innovation
- Good value for consumers
- Slow recovery
- Key factors for the future
- Forecast
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- Figure 25: Consumer expenditure on kitchens, 2006-16
Who’s Innovating?
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- Style and colour
- Customised doors
- Environmentally friendly kitchens
- Kitchen layouts
- Storage innovation
- New technology
- Concept kitchens
Companies and Products
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- Figure 26: Multiple retailers, number of outlets in UK and RoI, August 2011
- Magnet
- Howdens Joinery
- B&Q
- Moben/Kitchens Direct (now in administration)
- Homebase
- Wickes
- IKEA
- Other companies
- Wren Kitchens
- Omega
- Symphony
- Smallbone/Mark Wilkinson
- Fired Earth
- John Lewis
- Jewson
- Travis Perkins
- Buildbase
- Screwfix
- Other
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Channels of Distribution
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- Key points
- Channels of distribution
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- Figure 27: Estimated shares of the UK consumer market for kitchens, 2006-10
- Changing retail scene
- Independents
- Builders’ merchants
- New entrants
Brand Communication and Promotion
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- Key points
- Above the line advertising spend
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- Figure 28: Topline advertising spend, kitchens, 2006-10
- Figure 29: Advertising spend, Kitchens, by media type, 2007-11
- Magnet tops the spending league
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- Figure 30: Main monitored media adspend on kitchen furniture, by major spenders, 2006-10
- Advertising by media type
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- Figure 31: Main monitored media ad spend on kitchen furniture, by media type, 2007-10
- Advertising specifics
- Magnet
- B&Q
- Wickes
- IKEA
- Homebase
The Consumer – Type of Kitchens and Intentions
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- Key points
- Types of kitchens in the home
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- Figure 32: Type of kitchens in the home, June 2011
- One kitchen for everything
- Keeping the washing out of the way
- Built-in or free standing appliances?
- Fitted kitchens rule
- Plans for kitchen refurbishment
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- Figure 33: Plans for kitchen refurbishment, June 2011
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- Figure 34: Selected plans for refurbishment, by kitchens owned, June 2011
The Consumer – Purchasing Intentions
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- Key points
- What consumers want next time
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- Figure 35: What respondents would buy next time they refit a kitchen, June 2011
- Complexity of choices
- Consumers want more sophistication
- Popularity of fitted kitchens
- Individuality
- Modern styling
- Little appetite for fitted entertainment
- Saving the planet?
The Consumer – Buying the Next Kitchen
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- Key points
- Shopping for the next kitchen
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- Figure 36: How consumers will buy their next kitchen, June 2011
- Just look online
- Shop around on price
- Tricky DIY task
- Recommendations matter
- Customer reviews are regarded as objective and independent
- Reviews can be more in-touch with ‘ordinary’ people
- Writing reviews builds relationships
- Talking to staff about the products
Target Groups
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- Key points
- Customer typologies for kitchens
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- Figure 37: Target groups for kitchens, June 2011
- Sleek lines (22%)
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- Figure 38: Features important for next kitchen, Sleek lines target group, June 2011
- Figure 39: How they would shop for next kitchen, Sleek lines target group, June 2011
- Conventional (16%)
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- Figure 40: Features important for next kitchen, Conventional target group, June 2011
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- Figure 41: How they would shop for next kitchen, Conventional target group, June 2011
- Semi-fitted (19%)
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- Figure 42: Features important for next kitchen, Semi-fitted target group, June 2011
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- Figure 43: How they would shop for next kitchen, Semi-fitted target group, June 2011
- Uninterested (43%)
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- Figure 44: Features important for next kitchen, Uninterested target group, June 2011
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- Figure 45: How they would shop for next kitchen, Uninterested target group, June 2011
Appendix – Internal Market Environment
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- Figure 46: Ownership and purchasing of home extensions, by demographics, 2010
- Figure 47: Agreement with attitudinal statements relating to the home, by demographics, 2010
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Appendix – Broader Market Environment
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- Figure 48: Broadband penetration, by demographics, 2004-10
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Appendix – Type of Kitchens and Intentions
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- Figure 49: Most popular kitchens in the home, by demographics, June 2011
- Figure 50: Next most popular kitchens in the home, by demographics, June 2011
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- Figure 51: Plans for refurbishing kitchen, by demographics, June 2011
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Appendix – Purchasing Intentions
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- Figure 52: Most popular kitchens and purchasing intentions, by demographics, June 2011
- Figure 53: Next most popular kitchens and purchasing intentions, by demographics, June 2011
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- Figure 54: Other kitchens and purchasing intentions, by demographics, June 2011
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Appendix – Buying the Next Kitchen
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- Figure 55: Most popular kitchens and purchasing intentions, by demographics, June 2011
- Figure 56: Next most popular kitchens and purchasing intentions, by demographics, June 2011
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- Figure 57: Other kitchens and purchasing intentions, by demographics, June 2011
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Appendix – Target Groups
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- Figure 58: Target groups, by demographics, June 2011
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