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, 2008-18
- Market factors
- Companies and distribution
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- Figure 2: Distribution of Kitchen furniture by major channel, 2012
- The consumer
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- Figure 3: Arrangement of kitchen appliances, July 2013
- Figure 4: Arrangement of eating areas and kitchens, July 2013
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- Figure 5: Refitting kitchens, last three years, July 2013
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- Figure 6: Who refitted the kitchen in the last three years, July 2013
- Figure 7: Spend on kitchen refits, by price band, in the last three years, July 2013
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- Figure 8: Retailers where last kitchen was bought, July 2013
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- Figure 9: Factors influencing choice of kitchen retailer, July 2013
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- Figure 10: Features of kitchens people would be prepared to pay more for, July 2013
- What we think
Issues in the Market
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- What are people prepared to pay a little extra for when they refit their kitchens?
- Will anything happen in the UK economy to stimulate demand?
- Is open-plan living changing the way people view their kitchens?
- What proportion of kitchen refits are DIY?
- What are the key factors shaping choice of retailer?
Trend Application
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- Trend: Minimise Me
- Trend: Influentials
- Mintel Futures: Brand Intervention
Internal Market Environment
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- Key points
- Average age of fitted kitchens
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- Figure 11: average age of kitchens and bathrooms, by household tenure, 2007
- Creating more space
- Spending more time at home
Broader Market Environment
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- Key points
- House moves by tenure
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- Figure 12: recent house moves, England, by household tenure, 2000-12
- Housing sales in the UK
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- Figure 13: Housing transactions, UK, 2008-2012
- Figure 14: Housing transactions, UK, January-June 2013
- Internet first choice for information
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- Figure 15: Personal ownership of mobile phones, September 2012, January 2013 and April 2013
- Ownership of personal/tablet computers:
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- Figure 16: Household ownership of tablets and computers, September 2012, January 2013 and April 2013
- Demographic changes
Competitive Context
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- Key points
- Consumer spending on household products
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- Figure 17: Comparison of consumer spend on bathroom fittings and accessories did you want to change this to kitchen and kitchen furniture? with other household markets, 2008-12 (est)
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- What consumers spend on kitchens
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- Figure 18: Consumer spending on kitchens and kitchen furniture, at current and constant 2013 prices, 2008-18
- Figure 19: Consumer spending on kitchens and kitchen furniture, at current prices, 2008-13
- Forecast
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- Figure 20: Consumer spending on kitchens and kitchen furniture, at current prices, 2008-18
Who’s Innovating?
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- Key points
- Multi-media experience from IKEA
- B&Q launches Homefit, for jobs you ‘can’t or shouldn’t do’.
- Pop-up storage for the kitchen
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- Figure 21: S-Box Chef Centre, 2013
- Low-cost product prevents damage from seeping liquids
Companies and Products
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- Key points
- Kitchen retailers
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- Figure 22: Multiple retailers, number of UK outlets, July 2013
- Nobia Group (Magnet, Gower, and Poggenpohl)
- Background
- Product range
- Marketing and Innovation
- Howden Joinery
- Background
- Product range
- Innovation and marketing
- Kingfisher (B&Q and Screwfix)
- Background
- Product range
- Innovation and marketing
- Homebase
- Background
- Product range
- Innovation and marketing
- Web developments
- Travis Perkins (Wickes and Benchmarx)
- Background
- Product range – Wickes
- Product range – Travis Perkins
- Innovation and marketing
- IKEA
- Background
- Product range
- Innovation and marketing
- 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
- Next
- Tesco
- Other suppliers of fitted kitchens
- Other companies
Channels of Distribution
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- Key points
- Distribution of kitchens
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- Figure 23: Distribution of kitchen furniture by major channel, 2012
- Figure 24: Distribution of kitchen furniture by major channel, 2008-12
- Tough-going for retailers
- Strong growth for Howden
- Online retailing (all furniture)
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- Figure 25: Retailers used for furniture purchases in the last three years, in-store and online, June 2013
Brand Communication and Promotion
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- Key points
- Almost £40 million spent advertising kitchens in 2012
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- Figure 26: Advertising spend on kitchen furniture, 2009-12
- Who are the largest advertisers?
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- Figure 27: Advertising spend on kitchen furniture, by company, 2012
- Comparing 2011 with 2012
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- Figure 28: Advertising spend on kitchen furniture, top spenders, 2011 and 2012
- Advertising in 2013
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- Figure 29: Advertising spend on kitchen furniture, Jan-June 2012 and 2013
- Advertising by media
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- Figure 30: Advertising spend on kitchen furniture, by media type, 2012
- Advertising specifics
- Magnet features quality
- Wickes raises awareness of delivery and design
- Wren promises savings
- IKEA features lifestyle
- InSinkErator raises its profile
The Consumer – Types of Kitchen in Their Homes
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- Key points
- Kitchens at home
- Are appliances free-standing or built-in?
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- Figure 31: Arrangement of kitchen appliances, July 2013
- Dining in the kitchen
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- Figure 32: Arrangement of eating areas and kitchens, July 2013
The Consumer – Kitchen Refurbishment
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- Key points
- What people say about refitting their kitchens
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- Figure 33: Refitting kitchens in the last three years, July 2013
- 23% of kitchen refits are DIY
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- Figure 34: Who refitted the kitchen in the last three years, July 2013
The Consumer – What They Spent
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- Key points
- Spend on kitchen refits
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- Figure 35: Spend on kitchen refits, by price band, in the last three years, July 2013
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- Figure 36: Spend on kitchen refits, by price and age of shopper, in the last three years, July 2013
- Higher spenders on furniture and fittings get the job done for them
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- Figure 37: Spend on kitchen refits, by price and who fitted the kitchen, in the last three years, July 2013
The Consumer – Where They Bought Kitchen Furniture and Fittings
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- Key points
- Retailers used for buying kitchens
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- Figure 38: Retailers where the last kitchen was bought, July 2013
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- Figure 39: Retailers where last kitchen was bought, by age, July 2013
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- Figure 40: What they spent by type of retailer where last kitchen was bought, July 2013
The Consumer – Factors Influencing Choice of Retailer
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- Key points
- Factors influencing where they buy
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- Figure 41: Factors influencing choice of kitchen retailer, repertoire, July 2013
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- Figure 42: Factors influencing choice of kitchen retailer, July 2013
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- Figure 43: Factors influencing choice of kitchen retailer, buying online, online planning and see before buying, by age, July 2013
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- Figure 44: Factors influencing choice of kitchen retailer, selected statements, by age, July 2013
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- Figure 45: Factors influencing choice of kitchen retailer, selected statements, by retailer used, July 2013
The Consumer – Features They Would Pay More For
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- Key points
- What would encourage them to pay more?
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- Figure 46: Repertoire of Features of kitchens people would be prepared to pay more for, July 2013
- What features would encourage people to pay more?
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- Figure 47: Features of kitchens people would be prepared to pay more for, July 2013
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- Figure 48: Features of kitchens people would be prepared to pay more for, healthy finances, July 2013
- Celebrity style
Appendix – Broader Market Environment
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- Population age structure
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- Figure 49: Trends in the age structure of the UK population, 2008-18
- Socio-economic groups
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- Figure 50: Forecast adult population trends, by socio-economic group, 2008-18
- Household size
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- Figure 51: UK households, by size, 2008-18
- Figure 52: GFK NOP Consumer Confidence Index, January 1988- 2013
Appendix – Brand Communication and Promotion
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- Figure 53: Advertising spend on kitchen furniture, top spenders, 2009-13
- Figure 54: Advertising spend on kitchen furniture, by media type, 2009-13
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Appendix – The Consumer – Types of Kitchen in Their Homes
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- Figure 55: Kitchens and utility rooms in the home, by demographics, July 2013
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- Figure 56: Types of appliances in the kitchen, by demographics, July 2013
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- Figure 57: Description of kitchens in the home, by demographics, July 2013
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Appendix – The Consumer– Kitchen Refurbishment
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- Figure 58: Refurbishment activity in the kitchen, by demographics, July 2013
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- Figure 59: Who fitted the kitchen, by demographics, July 2013
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Appendix – The Consumer – What They Spent on Kitchens and Fitting
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- Figure 60: Most popular consumer spend on kitchen fittings, by demographics, July 2013
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- Figure 61: Next most popular consumer spend on kitchen fittings, by demographics, July 2013
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- Figure 62: Other consumer spend on kitchen fittings, by demographics, July 2013
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- Figure 63: Most popular consumer spend on installation, by demographics, July 2013
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- Figure 64: Next most popular consumer spend on installation, by demographics, July 2013
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- Figure 65: Other consumer spend on installation, by demographics, July 2013
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Appendix – The Consumer – Where They Bought Kitchen Furniture and Fittings
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- Figure 66: Most popular retailers where people bought kitchens, by demographics, July 2013
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- Figure 67: Next most popular retailers where people bought kitchens, by demographics, July 2013
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- Figure 68: Other retailers where people bought kitchens, by demographics, July 2013
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Appendix – The Consumer – Factors Influencing Choice of Retailer
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- Figure 69: Most popular factors influencing choice of retailer, by demographics, July 2013
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- Figure 70: Next most popular factors influencing choice of retailer, by demographics, July 2013
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- Figure 71: Other factors influencing choice of retailer, by demographics, July 2013
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Appendix – The Consumer – Features People Would Pay More For
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- Figure 72: Most popular features people would pay more for, by demographics, July 2013
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- Figure 73: Next most popular features people would pay more for, by demographics, July 2013
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- Figure 74: Other features people would pay more for, by demographics, July 2013
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Appendix – Further Analysis
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- Figure 75: Repertoire of where people bought kitchens, by demographics, July 2013
- Figure 76: Repertoire of factors influencing choice of retailer, by demographics, July 2013
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- Figure 77: Repertoire of features people would pay more for, by demographics, July 2013
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