Table of Contents
Introduction
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- Definitions
- Excluded
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer spending on kitchens and kitchen furniture, 2009-19
- Figure 2: Consumer spending on kitchens and kitchen furniture, by segment, at current prices, 2014 (est)
- Market factors
- People love to cook
- Age of kitchens in England and Wales
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- Figure 3: Average age of fitted kitchens, owner-occupied dwellings, England and Wales, 2001 and 2011
- 65% of dwelling are owned
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- Figure 4: Types of housing in England and Wales, 2012
- 15% more homes sold in 2013
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- Figure 5: UK property transactions, annual, 2006-13
- Companies, brands and innovation
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- Figure 6: Distribution of kitchen furniture by major channel, 2013
- The consumer
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- Figure 7: Kitchens and eating arrangements, June 2014
- Figure 8: Refitting kitchens in the last three years, July 2013 and June 2014
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- Figure 9: Who refitted the kitchen in the last three years, July 2013 and June 2014
- Figure 10: Spend on kitchen refits, by price band, cupboards and fitting services, in the last three years, June 2014
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- Figure 11: The customer journey, June 2014
- Figure 12: Where they bought kitchen fittings, July 2013 and June 2014
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- Figure 13: Factors influencing choice of retailer/supplier of kitchen furniture, June 2014
- What we think
Trend Application
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- Trend: Minimise Me
- Trend: Human
- Trend: Survival Skills
Issues and Insights
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- Will more fitted kitchen purchases go online?
- The facts
- The implications
- How price sensitive are people when they refit a kitchen?
- The facts
- The implications
- What role does planning play in influencing where people buy kitchens?
- The facts
- The implications
Internal Market Environment
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- Key points
- Kitchens are newer
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- Figure 14: Average age of fitted kitchens, owner-occupied dwellings, England and Wales, 2001 and 2011
- Figure 15: Average age of fitted kitchens by household tenure, England and Wales, 2001 and 2011
- A nation of cooks
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- Figure 16: Cooking and eating habits, May 2014
- Baking is popular
- Entertaining at home
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- Figure 17: Agreement with statements on eating/drinking occasions in the home, December 2011
Broader Market Environment
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- Key points
- Housing stock by tenure, England and Wales
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- Figure 18: Types of housing in England and Wales, 2012
- House moves by tenure
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- Figure 19: Recent house moves, England, by household tenure, 2009-13
- Uplift in property transactions
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- Figure 20: UK property transactions, annual, 2006-13
- Figure 21: UK property transactions, monthly, February 2013-July 2014
- London house prices rise fastest
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- Figure 22: Change in average house prices, by region, June 2012- June 2014
- Multi-generation homes
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- Figure 23: Percentage of men and women aged 20-34 living with parents by age, UK, 2013
- Renters move more often than home owners
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- Figure 24: Length of time in current home, England and Wales, 2012-13
- Seven in ten have a smart phone
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- Figure 25: Technology products owned, January 2012-April 2014
- Demographic changes
Competitive Context
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- Key points
- Consumer spend on selected home goods
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- Figure 26: Consumer spending on selected categories for the home, 2009-13
- Figure 27: Consumer spending on selected categories for the home, 2009-13 (continued)
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Market returns to growth
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- Figure 28: Consumer spending on kitchens and kitchen furniture, at current and constant 2014 prices, 2009-19
- What consumers spend on kitchens
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- Figure 29: Consumer spending on kitchens and kitchen furniture, at current prices, 2009-19
- Segmentation
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- Figure 30: Consumer spending on kitchens and kitchen furniture, by segment, at current prices, 2014 (est)
Who’s Innovating?
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- Key points
- IKEA relaunches kitchens
- Symphony expands into the living room
- Benchmarx narrowing ranges
- B&Q, Tesco and John Lewis involved in industry standards for installation
- Hygena roll out for Homebase
- Grafton Group launches Bohen showrooms
- Xey re-enters UK market
- John Lewis launches flagship
- Mobalpa opens in the UK
Companies and Products
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- Figure 31: Major kitchen furniture suppliers, turnover, summary 2008-13
- Alno (UK)
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- Figure 32: Alno UK company financials, 2008-12
- Gower (Nobia)
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- Figure 33: Nobia Holdings UK Ltd, company financials, 2009-12
- Mereway Kitchens
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- Figure 34: Mereway Kitchens company financials, 2009-13
- Moores Furniture Group
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- Figure 35: Moores furniture group financial data, 2008-12
- Omega
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- Figure 36: Omega financial data, 2009-13
- Symphony
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- Figure 37: Symphony Group financial data, 2009-13
- Other
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Channels of Distribution
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- Key points
- Distribution of kitchens
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- Figure 38: Distribution of kitchen furniture, by major channel, 2013
- Figure 39: Distribution of kitchen furniture, by major channel, 2009-13
- Changing retail scene
- Online selling of kitchens
- Kitchen retailers
- Nobia Group (Magnet, Gower and Poggenpohl)
- Background and financial performance
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- Figure 40: Nobia UK financial information, 2008-12
- Figure 41: Nobia Group UK outlets, July 2013 and August 2014
- Product range
- Innovation and marketing
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- Figure 42: Magnet, Coffee Unit, 2014
- Howdens Joinery
- Background and financial information
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- Figure 43: Howdens Joinery Plc financial information, 2009-13
- Product range
- Innovation and marketing
- Kingfisher (B&Q and Screwfix)
- Background and financial performance
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- Figure 44: B&Q UK & Ireland and Screwfix UK financial information, 2010-14
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- Figure 45: B&Q UK & Ireland and Screwfix outlet numbers, 2010-14
- Product range
- Innovation and marketing
- Homebase
- Background and financial performance
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- Figure 46: Homebase financial data, 2010-14
- Product range
- Innovation and marketing
- Travis Perkins (Wickes and Benchmarx)
- Background and financial performance
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- Figure 47: Travis Perkins Plc company financials, 2009-13
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- Figure 48: Travis Perkins Plc, selected outlet numbers, 2009-13
- Product range – Wickes
- Product range – Travis Perkins
- Innovation and marketing
- IKEA
- Background and financial performance
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- Figure 49: IKEA UK company financial performance, 2009-13
- Product range
- Innovation and marketing
- Wren Living
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- Figure 50: Wren company financial performance, 2010-12
- Canburg (Smallbone of Devizes, Mark Wilkinson Furniture and Brookmans)
- Fired Earth
- In-toto Kitchens
- Harvey Jones
- Betta Living
- John Lewis
- Jewson
- Buildbase
- Next
- Argos
- Tesco
- Marks & Spencer
- Other suppliers of fitted kitchens
- Other companies
Brand Communication and Promotion
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- Key points
- Advertising expenditure falls
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- Figure 51: Topline advertising expenditure on Kitchen Furniture, 2010-13
- Wickes is the largest spender
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- Figure 52: Advertising expenditure on kitchen furniture, by top ten retailers, 2013
- Comparing 2012 and 2013
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- Figure 53: Advertising expenditure on kitchen furniture, top seven retailers, 2012 and 2013
- The story so far in 2014
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- Figure 54: Advertising expenditure on kitchen furniture, Jan-June 2013 and 2014
- Advertising expenditure by month
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- Figure 55: Advertising expenditure on kitchen furniture, by month, 2012 and 2013
- Press remains the medium of choice
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- Figure 56: Advertising expenditure on kitchen furniture, by media type, 2013
- Celebrity kitchens
The Consumer – Types of Kitchen in Their Homes
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- Key points
- Types of kitchen
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- Figure 57: Households with a separate utility room, by socio-economic group, income and household tenure, June 2014
- Types of appliances in the kitchen
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- Figure 58: Arrangement of kitchen appliances, July 2013 and June 2014
- Dining in the kitchen
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- Figure 59: Arrangement of eating areas and kitchens, July 2013 and June 2014
The Consumer – Kitchen Refurbishment
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- Key points
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- Figure 60: Refitting kitchens in the last three years, July 2013 and June 2014
- Better-off households fit kitchens
- People are over-optimistic about future plans
- Are women more cautious about finances?
- Repairing and not replacing
- 88% of ABs have their kitchens fitted for them
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- Figure 61: Who refitted the kitchen in the last three years, July 2013 and June 2014
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- Figure 62: Spend on kitchen refits, by price band, kitchen cupboards and fittings, in the last three years, July 2013 and June 2014
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- Figure 63: Spend on kitchen refits, by price band, cupboards and fitting services, in the last three years, June 2014
The Consumer – The Customer Journey
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- Key points
- The customer journey
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- Figure 64: The customer journey, June 2014
- 40% looked at websites
- Few take note of peer and expert reviews
- 33% looked through brochures
- Women most inclined to talk to people they know
- 44% visited shops and stores
- People restrict the number of stores they use
- 15% make detailed plans with more than one retailer
- 10% use an online planner
The Consumer – Where They Bought Kitchen Furniture
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- Key points
- Where they bought kitchen furniture
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- Figure 65: Where they bought kitchen fittings, July 2013 and June 2014
- More than half of under-54s used a DIY store
The Consumer – Factors Influencing Choice of Retailer/Supplier of Kitchen Furniture
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- Key points
- Factors influencing choice of retailer/supplier
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- Figure 66: Factors influencing choice of retailer/supplier of kitchen furniture, June 2014
- Brand matters more to purchasers
- People make a difference
- Quality for the price
- Under one roof
- Wide range
- Online shopping and browsing
Appendix – Market Environment
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- Figure 67: UK households, by size, 2008-18
- Figure 68: Trends in the age structure of the UK population, 2009-19
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Appendix – The Consumer – Types of Kitchen in Their Homes
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- Figure 69: Kitchens and utility rooms in the UK's homes, by demographics, June 2014
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- Figure 70: Types of appliances in the kitchen and utility room, by demographics, June 2014
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- Figure 71: Arrangement of kitchen and eating areas in the home, by demographics, June 2014
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Appendix –The Consumer – Kitchen Refurbishment
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- Figure 72: Kitchen refurbishment, by demographics, June 2014
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- Figure 73: Use of fitters and DIY kitchen refits, by demographics, June 2014
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Appendix – The Consumer – What They Spent on Kitchen Refits
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- Figure 74: What they spent on kitchen refits, up to £1,000 – Kitchen cupboards and fittings, by demographics, June 2014
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- Figure 75: What they spent on kitchen refits, £1,000-£4,000 – Kitchen cupboards and fittings, by demographics, June 2014
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- Figure 76: What they spent on kitchen refits, £4,000-10,000+ – Kitchen cupboards and fittings, by demographics, June 2014
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- Figure 77: What they spent on installation, nothing to £1,000, by demographics, June 2014
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- Figure 78: What they spent on Installation, £1,000-4,000, by demographics, June 2014
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- Figure 79: What they spent on Installation, £4,000-£10,000+, by demographics, June 2014
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Appendix – The Consumer – The Customer Journey
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- Figure 80: The customer journey, top five responses, by demographics, June 2014
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- Figure 81: The customer journey, next five responses, by demographics, June 2014
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- Figure 82: The customer journey, last three responses and don’t know, by demographics, June 2014
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Appendix – The Consumer – Where They Bought Kitchen Furniture
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- Figure 83: Where they bought kitchen furniture, by demographics, June 2014
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- Figure 84: Where they bought kitchen furniture, by demographics, June 2014 (continued)
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- Figure 85: Where they bought kitchen furniture, by demographics, June 2014 (continued)
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Appendix – The Consumer – Factors Influencing Choice of Retailer/Supplier of Kitchen Furniture
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- Figure 86: Most popular factors influencing choice of retailer/supplier of kitchen furniture, by demographics, June 2014
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- Figure 87: Next most popular factors influencing choice of retailer/supplier of kitchen furniture, by demographics, June 2014
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- Figure 88: Other factors influencing choice of retailer/supplier of kitchen furniture, by demographics, June 2014
- Repertoire of factors influencing choice of retailer/supplier of kitchen furniture
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- Figure 89: Repertoire of factors influencing choice of retailer/supplier of kitchen furniture, by demographics, June 2014
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Appendix – The Consumer – Factors That Would Influence Choice of Retailer
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- Figure 90: Most popular factors that would influence choice of retailer, by demographics, June 2014
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- Figure 91: Next most popular factors that would influence choice of retailer, by demographics, June 2014
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- Figure 92: Other factors that would influence choice of retailer, by demographics, June 2014
- Repertoire of factors that would influence choice of retailer
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- Figure 93: Repertoire of factors that would influence choice of retailer, by demographics, June 2014
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