Table of Contents
Introduction
-
- Definitions
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Bathroom furniture and accessories, consumer spend, 2008-18
- Figure 2: Bathroom fittings and furniture market value, by category, 2010-12
- Market factors
-
- Figure 3: Housing transactions, UK, 2008-12
- Companies and distribution
- Innovative manufacturers
- Changing retail scene
-
- Figure 4: Distribution of bathroom furniture, fittings and accessories, by value, 2012
- The consumer
- What they bought
-
- Figure 5: Bathroom fittings and accessories purchased in the last three years, July 2013
- What they spent
-
- Figure 6: Estimated spend on fittings and installation of replacement bathroom, July 2013
- Where they bought bathrooms
-
- Figure 7: Outlets used for purchasing bathroom fittings, July 2013
- Factors influencing where they buy
-
- Figure 8: Factors considered important when deciding where to buy bathroom fittings, July 2013
- What would they pay more for?
-
- Figure 9: Factors people would pay more for when buying bathroom fittings, July 2013
- What we think
Issues in the Market
-
- Are people buying bathrooms online?
- Do people want a complete end-to-end service from their retailers including design and fitting?
- How do people respond to water saving appliances?
- Is there more that retailers could do to stimulate demand?
- What will be the impact of John Lewis moving into bathrooms?
Trend Applications
-
- Trend: Help Me Help Myself
- Trend: Make it Mine
- Mintel Futures: Generation Next
Internal Market Environment
-
- Key points
- Bathrooms in households
-
- Figure 10: Ownership of bathrooms and toilets, July 2013
- Figure 11: Ownership of bathrooms and toilets, by housing situation, July 2013
- 26% of homes have been extended
- Time between refits
-
- Figure 12: Average age of kitchens and bathrooms, England, by household tenure, 2007
- House moves by type of tenure
-
- Figure 13: Recent house moves, England, by household tenure, 2000-12
- Upturn in house purchases in 2012
-
- Figure 14: Housing transactions, UK, 2008-12
- Sustainable bathrooms
- One water label for taps, valves and shower heads
-
- Figure 15: European water label, 2013
- UK Water Efficient Product Labelling Scheme
-
- Figure 16: BMA water efficiency labels, 2013
- Updated water efficiency targets for new homes and conversions
- Water efficiency in the bathroom
Broader Market Environment
-
- Key points
- Internet usage
- Ownership of smartphones
-
- Figure 17: Personal ownership of mobile phones, September 2012 and January 2013
- Ownership of laptop/netbook and tablet computers
-
- Figure 18: Household ownership of laptop/netbook and tablet computers, September 2012 and January 2013
- An uneven playing field
- More ABs will boost demand for premium fittings
- Changing nature of households
- Population age structure
-
- Figure 19: Trends in the age structure of the UK population, 2007-17
- More confident consumers
-
- Figure 20: GfK NOP Consumer Confidence Index, January 1988- 2013
Competitive Context
-
- Key points
- Competitive context
-
- Figure 21: Comparison of consumer spend on bathroom fittings and accessories with other household markets, 2008-12 (est)
- Figure 22: Comparison of consumer spend on bathroom fittings and accessories with other household markets, 2008-12 (est) (continued)
- Energy bills rising
-
- Figure 23: Consumer spend on electricity, gas and other fuels for the home, 2008-12
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Overview
- Easybox Slim
-
- Figure 24: Ideal Standard, Easy Box Slim shower control, February 2013
- Mira Dual Valve Controller
- Electronic controls for baths
- Sanindusa shower column
- Fixed shower head
-
- Figure 25: Crosswater LED Shower, June 2013
- Rimless toilet for better hygiene
- Geberit touchless flush
- Toilet combines a bidet function
Market Size and Segmentation
-
- Key points
-
- Figure 26: Bathroom furniture and accessories, consumer spend, 2008-18
-
- Figure 27: consumer spend on bathroom furniture and accessories, at current and constant 2013 prices, 2008-18
- Figure 28: Consumers spending on bathroom furniture and accessories, 2008-12
-
- Figure 29: Bathroom fittings and furniture market, by category, 2010-12
Companies and Products
-
-
- Figure 30: Leading companies in the bathroom furniture and accessories market and their brands, 2013
- Ideal Standard Group
- Background
- Product range
-
- Figure 31: Jado, Example of design, July 2013
- Innovation
- A helpful app for retailers and planners
- Countertop basins - a new range
- Softer lines for new range
- Shower controls for shallow wall cavities
- Jacuzzi UK Group Plc
- Background
- Product range
- Innovation
- Kohler Mira
- Background
- Product range
- Innovation
- Masco Bathroom Group
- Background
- Product range
- Innovation
-
- Figure 32: Axor Starck Organic tap, September 2012
- Roca
- Background
- Product range
- Innovation
- Roper Rhodes
- Background
- Product range
- Innovation
- Showerlux
- Background
- Product range
- Innovation
- Twyford Bathrooms
- Background
- Product range
- Innovation
- Villeroy & Boch
- Background
- Product range
- Innovation
- VitrA UK
- Background
- Product range
- Innovation
-
- Figure 33: Selected other bathroom suppliers, 2013
-
Channels of Distribution
-
- Key points
-
- Figure 34: Distribution of bathroom furniture, fittings and accessories, by value, 2012
- Figure 35: Distribution of bathroom furniture, fittings and accessories, by value, 2010 and 2012
-
- Figure 36: Bathroom retailers, number of outlets in UK and RoI, June 2013
- John Lewis enters the fitted bathroom market
- Bathstore raises its game
- Changes of suppliers for chains
- UK retailers with bathroom fixtures, fittings and/or accessories
- Specialist retailers dominated by Bathstore
- Three major DIY chains dominate
- Space allocated to bathroom in DIY outlets, 2013
-
- Figure 37: Percentage of space allocated to bathroom and kitchen; B&Q, Homebase, Wickes; April 2013
- B&Q
- Screwfix
-
- Figure 38: Screwfix, Watersmith concept store, Stoke on Trent, 2012
- Homebase
- Wickes
- Builders’ merchants
- Travis Perkins
- Jewson
- Plumbase
- Plumb Center
- Online bathrooms
- Other general retailers
- Next
- Tesco
- Asda
- Other general retailers
Brand Communication and Promotion
-
- Key points
- What the major DIY chains spend on all advertising
-
- Figure 39: Total advertising spend, DIY companies, 2012
- Advertising bathrooms
-
- Figure 40: Main media advertising expenditure on bathroom furniture and accessories, by top ten companies, 2009-12
- Bathstore is the largest advertiser
-
- Figure 41: Main media advertising expenditure on bathroom furniture and accessories, by company, 2012
- Press dominates media spend
-
- Figure 42: Main media advertising expenditure on bathroom furniture and accessories, share by media, 2009-12
- Figure 43: Main media advertising expenditure on bathroom furniture and accessories, by type of media, 2012
The Consumer – Who has Replaced Bathrooms?
-
- Key points
- Nearly a third have replaced bathrooms in the last three years
-
- Figure 44: Bathroom fittings and accessories purchased in the last three years, July 2013
- Home owners a prime target
- Link to income levels
- Larger households
- Who buys accessories?
- Who fits the bathrooms?
-
- Figure 45: Bathroom fittings and accessories purchased in the last three years, July 2013
The Consumer – What They Spent on Bathrooms and Fitting
-
- Key points
- What they spent on bathrooms
-
- Figure 46: Estimated spend on fittings and installation of replacement bathroom, July 2013
- Home owners are the highest spenders
- The least wealthy tend to make savings by doing it themselves
- Who is not aware of spending?
The Consumer – Where They Bought Bathrooms
-
- Key points
- Where they bought bathrooms
-
- Figure 47: Outlets used for purchasing bathroom fittings, July 2013
- Profiling the retailers
-
- Figure 48: Outlets used for purchasing bathroom fittings, by age, July 2013
- 16-34s important for DIY chains
- Specialists appeal to older shoppers
- Online outlets used by around 14%
- Do people stick to using one retailer?
The Consumer – Factors Considered Important When Deciding Where to Buy
-
- Key points
- Factors considered important when deciding where to buy
-
- Figure 49: Factors considered important when deciding where to buy bathroom fittings, July 2013
- Do they want to touch and see?
-
- Figure 50: Factors considered important when deciding where to buy bathroom fittings, seeing before buying and online planning by age, July 2013
- Who wants a large choice?
- Quality matters
- Fitting included
- Help with design
- Payment plans
The Consumer – Features People Would Pay More For
-
- Key points
- Features people would pay more for
-
- Figure 51: Factors important when deciding where to buy bathroom fittings, July 2013
- Easier cleaning
- Wealthier shoppers will trade up
-
- Figure 52: Factors important when deciding where to buy bathroom fittings, people who describe their finances as healthy, July 2013
- Eco begins at home
- Drying the towels
- Youth following for super-showers
- Fitting out the bathroom
- More than just a bath
Appendix – Market Environment
-
- Internal and external market environment
-
- Figure 53: Trends in the age structure of the UK population, 2007-17
- Figure 54: Forecast adult population trends, by socio-economic group, 2007-17
- Figure 55: UK households, by size, 2007-17
- Figure 56: Ownership of bathrooms and toilets, July
-
- Figure 57: ownership of bathrooms, first four columns, by demographics, July 2013
- Figure 58: Ownership of bathrooms, continued, by demographics, July 2013
Appendix – The Consumer – Who has Replaced Bathrooms?
-
-
- Figure 59: Fittings and type of installation, by demographics, July 2013
-
- Figure 60: Fittings and type of installation, by demographics, continued, July 2013
-
Appendix – The Consumer – What They Spent on Bathrooms
-
-
- Figure 61: Amount spent on bathroom fittings/accessories costs, Up to £3,000, by demographics, July 2013
-
- Figure 62: Amount spent on bathroom fittings/accessories costs, £3,000+, by demographics, July 2013
-
- Figure 63: Amount spent on installation costs, under £2001, by demographics, July 2013
-
- Figure 64: Amount spent on installation costs, £2,001+ by demographics, July 2013
-
Appendix – The Consumer – Where they Bought Bathrooms
-
-
- Figure 65: Most popular outlets used for purchasing bathroom fittings, by demographics, July 2013
-
- Figure 66: Next most popular outlets used for purchasing bathroom fittings, by demographics, July 2013
-
- Figure 67: Repertoire for outlets used for purchasing bathroom fittings, by demographics, July 2013
-
Appendix - The Consumer – Factors Considered Important When Deciding Where to Buy
-
-
- Figure 68: Most popular factors important when deciding where to buy, by demographics, July 2013
-
- Figure 69: Next most popular factors important when deciding where to buy, by demographics, July 2013
-
- Figure 70: Other factors important when deciding where to buy, by demographics, July 2013
-
- Figure 71: Repertoire for factors important when deciding where to buy, by demographics, July 2013
-
Appendix – The Consumer – Features People Would Pay More For
-
-
- Figure 72: Most popular features people would pay more for, by demographics, July 2013
-
- Figure 73: Next most popular features people would pay more for, by demographics, July 2013
-
- Figure 74: Other features people would pay more for, by demographics, July 2013
-
- Figure 75: Repertoire for features people would pay more for, by demographics, July 2013
-
Back to top