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 spending on kitchens and kitchen furniture, 2007-17
- Market factors
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- Figure 2: Purchasing a kitchen, by length of time in present home, 2012
- Number of house purchases
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- Figure 3: Number of residential UK property transactions with a value of £40,000 or above – seasonally adjusted, Q1 2006-Q2 2012
- Companies, brands and innovation
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- Figure 4: Kitchen market shares, by company, 2011
- Retail distribution
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- Figure 5: Distribution of kitchens, 2007 and 2011
- The consumer
- Types of kitchens owned
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- Figure 6: Types of kitchens and appliances owned, July 2012
- Refurbishment and redecoration of kitchens
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- Figure 7: Kitchen refits, redecoration, purchasing and purchasing intentions, by financial situation, July 2012
- Retailers used
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- Figure 8: Retailers used for purchasing kitchens, July 2012
- Factors influencing choice of kitchen
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- Figure 9: Factors important for the next kitchen, July 2012
- Factors influencing choice of retailer
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- Figure 10: Factors influencing where to buy kitchens, July 2012
- Cluster analysis identifies three key target groups for kitchens
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- Figure 11: Target groups for kitchens, July 2012
- What we think
Issues in the Market
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- In the current economic climate, are people taking on the task of refitting their own kitchens?
- What are suppliers doing to encourage people to trade up?
- How important is help with design and layout?
- What are the key style trends in today’s kitchen market?
- Is there anything that will help to create more demand in the near future?
Trend Applications
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- Trend: Slow it all Down
- Trend: Prepare for the Worst
- 2015 trend: Old Gold
Internal Market Environment
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- Key points
- Time in present home
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- Figure 12: Purchasing a kitchen, by length of time in present home, 2012
- Creating more space
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- Figure 13: Trends in ownership of home extensions, 2007-12
- A more sustainable future?
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- Figure 14: Trends in agreement with attitudinal statements relating to the home, 2007-12
- Competition from biomass use
- Stamping out illegal timber
- Objects of desire
Broader Market Environment
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- Key points
- Number of house purchases
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- Figure 15: Number of residential UK property transactions with a value of £40,000 or above – seasonally adjusted, Q1 2006-Q2 2012
- What has been happening to house prices?
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- Figure 16: Annual change in UK house prices, January 2005-July 2012
- Borrowing against the value of the house
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- Figure 17: Housing equity withdrawal – seasonally adjusted, Q1 2006-Q1 2012
- Internet first choice for information
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- Figure 18: Trends in broadband penetration, 2007-12
- Figure 19: Trends in agreement with selected lifestyle statements on other media, 2007-11
- Adding to the housing stock
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- Figure 20: UK households, by size, 2007-17
- More families and greys
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- Figure 21: Trends in the age structure of the UK population, 2007-17
- Growth in ABs positive for kitchens
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- Figure 22: Forecast adult population trends, by socio-economic group, 2007-17
- Interest in the home
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- Figure 23: Agreement with selected lifestyle statements, 2007-11
Competitive Context
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- Key points
- Consumer spending on household products
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- Figure 24: Consumer expenditure on selected household products, 2007-11
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Consumer spend on kitchens
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- Figure 25: Consumer spending on kitchens and kitchen furniture, at current and constant 2012 prices, 2007-17
- Weak demand in the outlook period
- Forecast
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- Figure 26: Consumer spending on kitchens and kitchen furniture, 2007-17
Who’s Innovating?
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- Key points
- Weightless appearance and built-in technology
- Facebook voters select eco-favourites
- New materials for work surfaces
- Franke adds iPad app with two levels
- Online shopping made available to independents
- Nolte’s invisible joints
Companies and Products
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- Key points
- Kitchen retailers
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- Figure 27: Multiple retailers, number of UK outlets, July 2012
- How market shares stack up
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- Figure 28: Market shares of kitchen furniture, by major company, 2007-11
- Recession hits weakest players first
- Howden takes an innovative approach
- Other phoenix companies
- Concentration of the DIY sector
- Nobia Group (Magnet, Gower, and Poggenpohl)
- Howdens Joinery
- Kingfisher (B&Q and Screwfix)
- Homebase
- Travis Perkins (Wickes and Benchmarx)
- IKEA
- Other companies
- Wren Kitchens and Bedrooms
- Argos
- Omega
- Symphony
- Canburg (Smallbone of Devizes, Mark Wilkinson Furniture and Brookmans)
- Fired Earth
- In-toto Kitchens
- Betta Living
- ALNO Kitchens
- John Lewis
- Jewson
- Buildbase
- Mereway Kitchens
- Other companies
Channels of Distribution
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- Key points
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- Figure 29: Distribution of kitchen furniture, by major channel, 2007-11
- Tough going for retailers
- Strong growth for Howdens
- Ex-MFI execs take on the market once more
- Big three now dominate DIY scene
- Online retailing (all furniture)
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- Figure 30: Retailers used for furniture purchases, in-store and online, June 2012
Brand Communication and Promotion
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- Key points
- Nielsen Media Research data
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- Figure 31: Topline advertising spend on kitchen furniture, 2008-12
- A look at individual advertisers
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- Figure 32: Advertising spend on kitchen furniture, top spenders, 2008-12
- Who spent more?
- Who made cuts?
- Media used for advertising kitchens
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- Figure 33: Advertising spend on kitchen furniture, by media type, 2008-12
- Figure 34: Advertising spend on kitchen furniture, by media type, 2008-12
- Recent advertising campaigns
- Magnet focuses on creating an individual kitchen
- IKEA highlights its fitting service and its quality
- Wickes promotes its app
- Homebase transforms a square box and gives it feminine appeal
- B&Q won’t be beaten on price and offers IFC
The Consumer – Ownership and Purchasing
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- Key points
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- Figure 35: Types of kitchens and appliances owned, July 2012
- Who eats in the kitchen?
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- Figure 36: Kitchens and eating areas, by socio-economic group, July 2012
- Who has had a new kitchen?
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- Figure 37: Kitchen refits, redecoration, purchasing and purchasing intentions, by financial situation, July 2012
- Who is planning a new kitchen?
The Consumer – Where They Bought Kitchens
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- Key points
- Retailers used for buying kitchens
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- Figure 38: Retailers used for purchasing kitchens, July 2012
- Source of kitchens by retailer
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- Figure 39: Retailers used for purchasing kitchens, by retailer, July 2012
- How many retailers were used?
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- Figure 40: Repertoire of retailers used for purchasing kitchens, July 2012
The Consumer – Factors Influencing Choice of Kitchens
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- Key points
- Factors influencing choice of kitchens
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- Figure 41: Factors important for the next kitchen, July 2012
- Best use of space
- Modern style appeals to young consumers
- Higher quality for high income groups
- Individual choices
- Making savings
- Built-in or freestanding?
- Natural materials have older appeal
- Other influences
The Consumer – Factors Influencing Where to Buy Kitchens
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- Key points
- Factors influencing choice of supplier
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- Figure 42: Factors influencing where to buy kitchens, July 2012
- It’s got to be online
- Budgeting for a new kitchen
- Getting the kitchen installed
- Personal service
- Credit deals
The Consumer – Target Groups
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- Key points
- Target groups for kitchens
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- Figure 43: Target groups for kitchens, July 2012
- Savers (30%)
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- Figure 44: Factors important for the next kitchen – Savers, July 2012
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- Figure 45: Factors influencing where to buy kitchens – Savers, July 2012
- Integrated (28%)
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- Figure 46: Factors important for the next kitchen – Integrated, July 2012
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- Figure 47: Factors influencing where to buy kitchens – Integrated, July 2012
- Modern (42%)
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- Figure 48: Factors important for the next kitchen – Modern, July 2012
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- Figure 49: Factors influencing where to buy kitchens – Modern, July 2012
Appendix – Internal and Broader Market Environment
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- Figure 50: Agreement with attitudinal statements relating to home improvements, by demographics, 2012
- Figure 51: Ownership of home extensions, by demographics, 2012
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- Figure 52: Agreement with attitudinal statements relating to the home, by demographics, 2012
- Figure 53: Broadband penetration, by demographics, 2012
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Appendix – Consumer – Ownership and Purchasing
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- Figure 54: Purchasing of kitchen furniture, by demographics, 2012
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Appendix – Consumer – Ownership of Kitchens
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- Figure 55: Most popular types of kitchens owned, by demographics, July 2012
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- Figure 56: Next most popular types of kitchens owned, by demographics, July 2012
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- Figure 57: Kitchen purchasing in the last three years, by demographics, July 2012
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Appendix – Consumer – Where They Bought Kitchens
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- Figure 58: Retailers used for any purchasing of kitchens, by demographics, July 2012
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- Figure 59: Retailers used for store and online purchasing of kitchens, by demographics, July 2012
- Repertoire analysis
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- Figure 60: Repertoire of retailers used for purchasing of kitchens, by demographics, July 2012
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Appendix – Consumer– Important Features of the Next Kitchen
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- Figure 61: Most popular features of the next kitchen, by demographics, July 2012
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- Figure 62: Next most popular features of the next kitchen, by demographics, July 2012
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Appendix – Consumer – Factors Influencing Where to Buy Kitchens
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- Figure 63: Most popular factors influencing where to buy kitchens, by demographics, July 2012
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- Figure 64: Next most popular factors influencing where to buy kitchens, by demographics, July 2012
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- Figure 65: Other factors influencing where to buy kitchens, by demographics, July 2012
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Appendix – Consumer – Target Groups
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- Figure 66: Target groups, by demographics, July 2012
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