Table of Contents
Executive Summary
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- Growth of 18.8% predicted over five years
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- Figure 1: Consumer spend on bathroom fittings and accessories, 2010-20
- Complex market with many elements
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- Figure 2: Market for bathroom fittings and accessories, by segment, 2014 (est)
- DIY retailers account for 34% of the market
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- Figure 3: Distribution of bathroom fittings and accessories, 2014 (est)
- Buoyant housing market stimulates interest in bathrooms
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- Figure 4: UK property transactions by country, 2010-14
- Preference for showers
- The consumer – Bathroom fittings in their homes
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- Figure 5: Bathrooms in the UK’s homes, June 2015
- High proportion of shower cubicles bought in the last three years
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- Figure 6: Selected bathroom fittings owned and bought in the last three years, June 2015
- Purchases in the last three years
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- Figure 7: Bathroom fittings and accessories purchased in the last three years, June 2015
- Channels used for buying bathroom fittings
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- Figure 8: How people purchased bathroom fittings bought in the last three years, June 2015
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- Figure 9: Where people purchased bathroom fittings bought in the last three years, June 2015
- What triggers bathroom purchases?
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- Figure 10: Reasons for purchasing bathroom fittings bought in the last three years, June 2015
- Factors influencing choice of retailer
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- Figure 11: Factors influencing purchases of bathroom fittings, June 2015
- What we think
Issues and Insights
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- Bathrooms boom online
- The facts
- The implications
- Are people motivated by saving water?
- The facts
- The implications
- Will the connected bathroom become a reality?
- The facts
- The implications
The Market – What You Need to Know
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- Market to grow 18.8% between 2015 and 2020
- Showers highly popular
- Furnishing the bathroom
- Bathroom specialists take 13% of the market
- Lively housing market stimulates bathroom sales
- Private rentals have increased in number
Market Size and Forecast
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- 2014-15 returns to growth
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- Figure 12: Consumer spend on bathroom fittings and accessories, 2010-20
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- Figure 13: Consumer spend on bathroom fittings, 2010-20
- Figure 14: Consumer spend on bathroom accessories, 2010-20
Segment Performance
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- Innovation in the shower market
- Fully fitted bathroom furniture
- Statement features
- Innovation in WCs
- A shower of your own
- Larger mirrors
- Advances in lighting and controls
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- Figure 15: Market for bathroom fittings and accessories, by segment, 2014 (est)
- Bathroom fittings by segment
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- Figure 16: Bathroom fittings market, by segment, 2012 and 2014
Channels of Distribution
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- Retailers to watch
- Online sellers
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- Figure 17: Sales, DIY retailers and selected bathroom specialists, 2010-14
- Figure 18: Operating profit, DIY retailers and selected bathroom specialists, 2010-14
- Builders’ merchants
- Distribution
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- Figure 19: Distribution of bathroom fittings and accessories, 2014 (est)
- Revenues
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- Figure 20: Selected leading bathroom retailers, revenues, 2010-14
- Operating profits
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- Figure 21: Selected leading bathroom retailers, operating profits, 2010-14
- Mergers and acquisitions
Market Drivers
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- Housing market
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- Figure 22: Property transactions, UK, December 2013-May 2015
- Figure 23: UK property transactions by country, 2010-14
- The buy-to-let effect
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- Figure 24: Housing tenure, UK, June 2015
- Home improvements
- Water meters in 40% of homes
- Water usage
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- Figure 25: Changing frequency of bathroom activities, December 2014
- Daily washing
- Bathroom habits
Key Players – What You Need To Know
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- Diverse supply chain
- Plenty of product innovation
- Connected home technology in the bathroom
- Advertising spend rises
Key Players
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- Key suppliers and their brands
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- Figure 26: Leading companies in the bathroom furniture and accessories market and their brands, 2015
- Revenues
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- Figure 27: Selected leading bathroom suppliers, revenues, 2010-14
- Operating profits
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- Figure 28: Selected leading bathroom suppliers, operating profits, 2010-14
Launch Activity and Innovation
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- Retail innovation
- Matalan enters the online bathroom market
- BetterBathrooms puts the customer first
- Bathstore unveils luxury toilet for Wimbledon-goers
- Wickes targets the home improvement shopper
- Ikea tests new retail formats
- Product innovations
- Bringing a spa-experience to the bathroom
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- Figure 29: Kaldewei’s Skin Touch technology in the bath, 2015
- Connected home technology in the bathroom
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- Figure 30: Crosswater’s digital shower, controlled via a smartphone app, 2015
- A musical shower
- Flush technology cleans the entire toilet
- Touch-controlled basin taps
- Smart mirror for the bathroom
Brand Communication and Promotion
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- Advertising leaps in 2014
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- Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, 2011-14
- Victoria Plumb ramps up marketing spend
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- Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, by advertiser, 2011-14
- Bathroom retailers invest in TV adverts
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- Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, by media type, 2011-14
- Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on bathrooms, by media type, 2014
- A note on adspend
The Consumer – What You Need to Know
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- 32% of homes have shower cubicles
- Accessories bought most frequently
- 29% had bought something online
- 60% used DIY shops
- Replacement is the main reason for purchases
- Factors influencing choice of retailer
Bathrooms in the UK’s Homes
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- No such thing as a typical bathroom?
- How showers are situated
- Saving water or energy
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- Figure 35: Bathrooms in the UK’s homes, June 2015
Purchases of Bathroom Fittings and Accessories
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- Figure 36: Selected bathroom fittings owned and bought in the last three years, June 2015
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- Figure 37: Bathroom fittings and accessories purchased in the last three years, June 2015
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- Figure 38: Bathroom fittings and accessories purchased in the last three years, repertoire, June 2015
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- Figure 39: Bathroom fittings and accessories purchased in the last three years, repertoire by fittings bought, June 2015
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How People Purchased Bathroom Fittings
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- Figure 40: How people purchased bathroom fittings bought in the last three years, June 2015
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Where They Bought Bathroom Fittings
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- Figure 41: Where people purchased bathroom fittings bought in the last three years, June 2015
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- Figure 42: Where people purchased bathroom fittings bought in the last three years, repertoire, June 2015
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- Figure 43: Retailers used, by repertoire of retailers used, May 2015
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Triggers for the Last Purchase of Bathroom Fittings
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- Aspirational bathrooms
- More storage
- Factoring in energy and water savings
- En-suites are desirable
- Accessible bathrooms
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- Figure 44: Reasons for purchasing bathroom fittings bought in the last three years, June 2015
Factors Influencing Purchases of Bathroom Fittings
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- Plenty of choice
- Highlighting expertise
- People want help with planning
- Chains will grow share of installations
- Fair prices – of course
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- Figure 45: Factors influencing purchases of bathroom fittings, June 2015
CHAID Analysis
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- Methodology
- Quality highly important to ABs aged 45+
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- Figure 46: Bathroom and bathroom accessories – CHAID – Tree output, May 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Market sizing and segment performance
- Fan chart forecast
- Abbreviations
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