Table of Contents
Executive Summary
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- The market
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- Figure 1: Consumer spending on bathroom furniture and accessories, 2009-19
- Figure 2: Bathroom market value share, by category, 2013
- Market factors
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- Figure 3: Second WC and second bath/shower room, by housing tenure, England and Wales, 2010
- Figure 4: UK property transactions, monthly, January 2011-July 2014
- Companies, brands and innovation
- Retailers
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- Figure 5: Distribution of bathroom fittings and accessories, 2013 (est)
- Suppliers
- The consumer
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- Figure 6: Bathrooms, shower rooms, wet rooms or cloakrooms at home, 2012-14
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- Figure 7: Bathroom fittings and accessories purchased in the last three years, 2013 and 2014
- Figure 8: Estimated spend on fittings and installation of replacement bathroom, May 2014
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- Figure 9: Outlets used for purchasing bathroom fittings, May 2014
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- Figure 10: Factors influencing choice of retailer/supplier of bathroom fittings, people who bought, ranking 1-5, May 2014
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- Figure 11: Factors influencing choice of retailer/supplier of bathroom fittings, non-purchasers, May 2014
- Figure 12: Features people would pay more for, May 2014
- What we think
Trend Application
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- Mintel trend: Minimize Me
- Mintel trend: FSTR HYPR
- Mintel trend: Let’s Make a Deal
Issues and Insights
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- Is the improve not move trend influencing sales of bathrooms?
- The facts
- The implications
- Are consumers really influenced by water savings?
- The facts
- The implications
- Will smart technology emerge as an important trend in bathrooms?
- The facts
- The implications
Internal Market Environment
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- Key points
- Second bathrooms, shower rooms or separate WCs
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- Figure 13: Second WC and second bath/shower room, by housing tenure, England and Wales, 2010
- How old are people’s bathrooms?
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- Figure 14: Age of bathroom amenities in the home, by housing tenure, England and Wales, 2010
- Showering is the biggest water user in the home
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- Figure 15: Size of toilet cistern, by age of fittings, 2010
- Showers more popular than baths
- UK Water Efficient Product Labelling Scheme
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- Figure 16: BMA water efficiency labels, 2014
Broader Market Environment
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- Key points
- Uplift in property transactions
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- Figure 17: UK property transactions, annual, 2006-13
- Figure 18: UK property transactions, monthly, January 2011-July 2014
- London house prices rise fastest
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- Figure 19: Change in average house prices, by region, 2012-13
- Figure 20: Bathroom refits and new bathrooms, London and UK, May 2014
- Multigeneration homes
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- Figure 21: Percentage of men and women aged 20-34 living with parents, by age, UK, 2013
- Loft conversions and house extensions
- Renters move more often than homeowners
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- Figure 22: Length of time in current home, England and Wales, 2012-13
- Ageing population
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- Figure 23: Trends in the age structure of the UK population, 2009-19
- Seven in 10 have a smartphone
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- Figure 24: Technology products owned, January 2012 and April 2014
Competitive Context
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- Key points
- Competitive context – Spending on the home
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- Figure 25: What people spend on their homes, selected categories, 2009-13
- Figure 26: What people spend on their homes, selected categories, 2009-13 (continued)
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Virtual showroom experience
- Bathstore’s ‘boutique’
- Cleaner toilets
- Hand-painted toilets
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- Figure 27: Terra Artesana hand-decorated WC, July 2014
- Highly efficient shower technology
- Turning a bath into a sound box
- Recycling Grey Water
Market Size and Segmentation
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- Key points
- Market size and forecast
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- Figure 28: Consumer spending on bathroom furniture and accessories, 2009-19
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- Figure 29: Consumer spend on bathroom furniture and accessories, at current and constant 2014 prices, 2009-19
- Market segmentation
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- Figure 30: Bathroom market value share, by category, 2013
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- Figure 31: Consumer spend on bathroom furniture and accessories, at current prices, 2011 and 2013
- Figure 32: Bathroom fittings and furniture market, by category, 2011 and 2013
Companies and Products
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- Overview of companies and products
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- Figure 33: Leading companies in the bathroom furniture and accessories market and their brands, 2014
- Bathroom Brands
- Product range
- Innovation
- Ideal Standard Group
- Background
- Product range
- Innovation
- Jacuzzi Spa and Bath Limited
- Background
- Product range
- Innovation
- Kohler Mira
- Background
- Product range
- Innovation
- Masco Bathroom Group
- Background
- Product range
- Innovation
- 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
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- Figure 34: Selected other bathroom suppliers, 2014
Channels of Distribution
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- Key points
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- Figure 35: Distribution of bathroom fittings and accessories, 2013 (est)
- Figure 36: Distribution of bathroom furniture, fittings and accessories, by value, 2011 and 2013
- Retailers with bathroom showrooms
- Bathstore
- Sales performance
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- Figure 37: Bathstore, sales excl VAT, 2009-13
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- Figure 38: Shopper profile, by age, socio-economic group and tenure, Bathstore, 2014
- CP Hart
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- Figure 39: CP Hart, sales excl VAT, 2009-13
- Other chains
- Space allocated to bathroom in DIY outlets, 2013
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- Figure 40: Percentage of space allocated to bathroom and kitchen, B&Q, Homebase, Wickes, April 2014
- B&Q (part of Kingfisher)
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- Figure 41: Shopper profile, by age, socio-economic group and housing tenure, B&Q, May 2014
- Screwfix (part of Kingfisher)
- Homebase
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- Figure 42: Shopper profile, by age, socio-economic group and housing tenure, Homebase, May 2014
- Wickes
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- Figure 43: Shopper profile, by age, socio-economic group and housing tenure, Wickes, May 2014
- Builders’ merchants
- Travis Perkins
- Jewson
- Plumbase and Bohen (Grafton Merchanting)
- Graham
- Plumb Center (Wolseley)
- Online sellers of bathrooms
- Other non-specialist retailers
- IKEA
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- Figure 44: Shopper profile, by age, socio-economic group and housing tenure, IKEA, May 2014
- Next
- Tesco
- Asda
- John Lewis
- Other general retailers
Brand Communication and Promotion
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- Key points
- Advertising by DIY sheds
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- Figure 45: Advertising spend on all products, DIY companies, 2013
- Bathroom specialists top the advertising league
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- Figure 46: Main media advertising expenditure on bathroom furniture and accessories, by top 10 companies, 2010-13
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- Figure 47: Main media advertising expenditure on bathroom furniture and accessories, by company, 2013
- TV and press dominate expenditure
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- Figure 48: Main media advertising expenditure on bathroom furniture and accessories, by media, 2010-13
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- Figure 49: Main media advertising expenditure on bathroom furniture and accessories, by type of media, 2013
- Plumbworld launches advertising campaign
The Consumer – Bathrooms and Cloakrooms at Home
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- Key points
- Bathrooms and cloakrooms at home
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- Figure 50: Bathrooms, shower rooms, wet rooms or cloakrooms at home, 2012-14
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- Figure 51: Bathrooms, shower rooms, wet rooms or cloakrooms at home, by socio-economic group, May 2014
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- Figure 52: Bathrooms, shower rooms, wet rooms or cloakrooms at home, by housing tenure, May 2014
The Consumer – Bathrooms and Accessories Purchased in the Last Three Years
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- Key points
- Bathrooms and accessories purchased in the last three years
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- Figure 53: Bathroom fittings and accessories purchased in the last three years, 2013 and 2014
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- Figure 54: Bathroom fittings and accessories purchased in the last three years, by age, May 2014
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- Figure 55: Bathroom fittings and accessories purchased in the last three years, Greater London and UK, May 2014
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- Figure 56: Bathroom fittings and accessories purchased in the last three years, by housing tenure, May 2014
The Consumer – What They Spent on Bathroom Refits
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- Key points
- What they spent on bathroom refits
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- Figure 57: Estimated spend on fittings and installation of replacement bathroom, May 2014
The Consumer – Where They Bought Bathroom Fittings
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- Key points
- Where they bought bathroom fittings
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- Figure 58: Repertoire of outlets used for purchasing bathroom fittings, May 2014
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- Figure 59: Outlets used for purchasing bathroom fittings, May 2014
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- Figure 60: Purchasers at DIY stores and builders’ merchants, by age, May 2014
- Spend by retailer used
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- Figure 61: Estimated spend on fittings, replacement bathroom, by retailer used, May 2014
The Consumer – Factors Influencing Choice of Retailer/Supplier of Bathroom Fittings
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- Key points
- Factors that influenced the choice of retailer – Purchasers
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- Figure 62: Factors influencing choice of retailer/supplier of bathroom fittings, ranking 1-5, May 2014
- Factors that influence choice of retailer – those who have not bought bathrooms in the last three years
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- Figure 63: Factors influencing choice of retailer/supplier of bathroom fittings, non-purchasers, May 2014
The Consumer – What Features Would They Pay More For?
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- Key points
- What features would they would pay more for?
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- Figure 64: Features people would pay more for, May 2014
- Easy to clean
- Cut the bills
- Enhancing the shower
- Plenty of built-in storage
- Making a feature in the room
Appendix – The Consumer – Bathrooms and Cloakrooms at Home
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- Figure 65: Bathrooms and cloakrooms in the UK's homes, by demographics, May 2014
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- Figure 66: Bathrooms and cloakrooms in the UK's homes, by demographics, May 2014
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Appendix – The Consumer – Bathrooms and Accessories Purchased in the Last Three Years
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- Figure 67: Consumers who have replaced bathrooms, by demographics, May 2014
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Appendix – The Consumer – What They Spent on Bathroom Refits
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- Figure 68: Most popular what they spent on bathroom refits – Bathroom fittings/accessories, by demographics, May 2014
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- Figure 69: Next most popular what they spent on bathroom refits – Bathroom fittings/accessories, by demographics, May 2014
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- Figure 70: Most popular what they spent on bathroom refits – Installation, by demographics, May 2014
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- Figure 71: Next most popular what they spent on bathroom refits – Installation, by demographics, May 2014
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Appendix – The Consumer – Where They Bought Bathroom Fittings
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- Figure 72: Most popular outlets used for purchasing bathroom fittings, by demographics, May 2014
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- Figure 73: Next most popular outlets used for purchasing bathroom fittings, by demographics, May 2014
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- Figure 74: Next most popular outlets used for purchasing bathroom fittings, by demographics, May 2014 (continued)
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- Figure 75: Most popular outlets used for purchasing bathroom fittings, by demographics, May 2014
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- Figure 76: Next most popular outlets used for purchasing bathroom fittings, by demographics, May 2014
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- Figure 77: Next most popular outlets used for purchasing bathroom fittings, by demographics, May 2014 (continued)
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- Figure 78: Repertoire of outlets used for purchasing bathroom fittings, by demographics, May 2014
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Appendix – The Consumer – What Features They Would Pay More For?
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- Figure 79: Most popular features people would pay more for, by demographics, May 2014
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- Figure 80: Next most popular features people would pay more for, by demographics, May 2014
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- Figure 81: Repertoire of features people would pay more for, by demographics, May 2014
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