Table of Contents
Overview
-
- What you need to know
- Products covered in this Report
Executive Summary
-
- The market
- Post-Brexit demand governed by uncertainty
-
- Figure 1: Consumer spend on kitchens, 2011-21
- Cupboards account for 57% of spending
-
- Figure 2: Market for kitchens, by segment, 2015 (Est)
- The impact of private renting
- The housing market
-
- Figure 3: housing transactions, UK, Feb 15-July 16
- Key market drivers
- Companies, brands and innovation
- Competition hots up
-
- Figure 4: Distribution of kitchens, 2015 (est)
- Internet is essential as part of the customer journey
- High growth from Wren and Howdens
- Three major kitchen suppliers dominate in the UK
- Range development
- Magnet innovates with fold-out and hidden shelving
- Virtual Reality enhances visuals
- Online developments
- Store layouts and design continue to develop
- John Lewis focuses on the Smart Home
- The consumer
- 22% of homes have a separate utility room
-
- Figure 5: Kitchen/utility room in household, July 2016
- 49% have all free-standing kitchen appliances
-
- Figure 6: Type of appliances in kitchen, July 2016
- Wide variety of kitchen layouts in the UK’s homes
-
- Figure 7: Kitchen and dining areas, July 2016
- Some 5% of kitchens refitted each year
-
- Figure 8: Kitchen and utility room refit/repair, July 2016
- Home owners more likely to refit or repair
-
- Figure 9: Kitchen and utility room refit/repair, who paid, July 2016
- Room refits are comprehensive
-
- Figure 10: Details of kitchen/utility room refits, July 2016
- Fittings and accessories are the biggest expense
-
- Figure 11: Amount spent on kitchen/utility room refits, July 2016
- Keeping the kitchen updated
-
- Figure 12: Reasons for refitting the kitchen, July 2016
- Remaining in control
-
- Figure 13: Influence of builder on deciding where to buy kitchens, July 2016
- 57% shop at DIY retailers
-
- Figure 14: Retailers/suppliers used for kitchens, July 2016
- The people factor
-
- Figure 15: Factors influencing choice of retailer/supplier, July 2016
- Non-buyers focus more on price
-
- Figure 16: Factors influencing choice of retailer/supplier, July 2016
- Kitchen customer target groups
-
- Figure 17: Target groups for kitchens, July 2016
- What we think
Issues and Insights
-
- How much influence do builders have in choosing where to buy?
- The facts
- The implications
- Kitchen planners are a vital ingredient in this market place
- The facts
- The implications
- How is the role of the kitchen changing?
- The facts
- The implications
The Market – What You Need to Know
-
- Uncertainty governs consumer sentiment
- Cupboards account for 57% of spending
- Competition for kitchens intensifies
- Internet is hugely important as a source of ideas
- Will we see ‘improve not move’ in post-Brexit Britain?
- The impact of private renting
- The kitchen is a home hub
- How the nation cooks
- Charging electronic devices in the kitchen
Market Size and Forecast
-
- Uncertainty governs consumer sentiment
-
- Figure 18: Consumer spending on kitchens, 2011-21
- Slowdown in market growth post-Brexit
-
- Figure 19: Consumer spending on kitchens, 2011-21
- The impact of the EU referendum vote
- Spending on the home was down in previous slowdowns
-
- Figure 20: Alternative market scenarios for the post-Brexit kitchen furniture market, at current prices, 2016-21
- Figure 21: Detailed Post-Brexit scenarios for the kitchen market, at current prices, 2016-21
- Consumers are already shopping with savvy
- Forecast methodology
Market Segmentation
-
- Cupboards account for 57% of spending
-
- Figure 22: Market for kitchens, by segment, 2015 (Est)
- The kitchen as a living space
- Connecting up to the internet
- Instant hot water
- Innovative storage
Channels to Market
-
- DIY stores face intensifying competition
-
- Figure 23: Distribution of kitchens, 2015 (est)
- The role of online browsing and selling
Market Drivers
-
- The housing market
-
- Figure 24: housing transactions, UK, Feb 15-July 16
- Will a slower housing market mean a surge in ‘improve not move?’
- Private renting
-
- Figure 25: Housing tenure, UK, 2012-16
- Home improvements
-
- Figure 26: Spending plans for the home, June 2012 – August 2016
-
- Figure 27: Percentage point change in intention to spend on the home, June-August 2015-16
- The kitchen is a home hub
-
- Figure 28: Reasons for spending on the home, November 2015
- Extending the home
-
- Figure 29: Extensions and conservatories in the last three years, by age and socio-economic group, November 2015
- Cooking from scratch
-
- Figure 30: Frequency of cooking in the home, by type of meal, February 2016
- The convenience of prepared foods
-
- Figure 31: Frequency of cooking in the home, meals cooked completely from scratch, February 2016
- Charging devices in the kitchen
-
- Figure 32: Personal ownership of consumer technology products, December 2015
Companies and Brands – What You Need to Know
-
- Homebase sold to Wesfarmers
- High growth from Wren and Howdens
- High profitability at Howdens
- Fitting services are highly important
- Three major kitchen suppliers dominate in the UK
- Range development
- Smaller chains and independents pitch for a higher-end customer
- Magnet demonstrates its commitment to innovation
- Online developments
- Stores innovate with layout and design
- Virtual Reality enhances visuals
- John Lewis focuses on the Smart Home
Companies and Brands – Retailers
-
- Retail turnover
- High growth from Wren and Howdens
-
- Figure 33: Leading kitchen retailers, total company turnover, 2011-15
- Operating profit
-
- Figure 34: Leading kitchen retailers, operating profit, 2011-15
- Operating margin
-
- Figure 35: Leading kitchen retailers, operating margin, 2011-15
- Store numbers
-
- Figure 36: Leading kitchen retailers, store numbers, 2011-15
- Sales per store
-
- Figure 37: Leading kitchen retailers, sales per store (excluding VAT), 2011-15
- Magnet is the dominant kitchen chain in the UK
- Growing competition from Wren
- Howdens unique formula is highly successful
- DIY retailers dominate retailing of kitchens
- Bunnings fascia to replace Homebase
- Serving the trade
- Stiff competition from builders’ merchants
- Ikea gains ground
- John Lewis
- Other specialists
Companies and Brands – Suppliers
-
- Nobia is the leading supplier of kitchens in the UK
-
- Figure 38: Suppliers of kitchen furniture, turnover, 2011-15
Competitive Strategies
-
- Focus on full service
- Improving geographical reach
-
- Figure 39: Store numbers, leading kitchen retailers, 2011-15
- IKEA re-addresses product quality
Launch Activity and Innovation
-
- Magnet benefits from process of continuous innovation
-
- Figure 40: Magnet, pull down shelves, 2016
- Figure 41: Magnet, work top shelves, 2016
-
- Figure 42: Magnet, Worktop plus, 2016
- Retail innovation
- B&Q improving its online to in-store journey
- New concept DIY stores
- Consumer generated content
- IKEA develops small footprint stores
- Virtual Reality Kitchens
- John Lewis focuses on the Smart Home
- Wren training academy
- Product innovations
- Sink with a fold-away tap
-
- Figure 43: ICON sink with fold-away tap, August 2015
- Sliding doors in the kitchen
-
- Figure 44: Topline L sliding doors, August 2015
Advertising and Marketing Activity
-
- £42 million of adspend on kitchens
-
- Figure 45: Total above-the line, online display and direct mail advertising expenditure on kitchens, 2012-15
- B&Q’s kitchen advertising jumps in 2015
-
- Figure 46: top ten advertisers, kitchens, 2012-15
- Television dominates media spend
-
- Figure 47: Advertising for kitchens, by media, 2015
- Advertising specifics
- Wickes focusses on a kitchen as a family hub
- IKEA encourages kitchen fun
- B&Q promoting online searches
- Magnet features beauty and innovation
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
-
- Variety of kitchen layouts
- Fashion for built-in appliances
- Kitchens refitted every 20 years
- Kitchen refits are comprehensive
- Reasons for kitchen refits
- Creating services that appeal to builders
- 29% bought from B&Q
- Human contact is a vital ingredient
- An investment, but a hassle
- Happiness at home
- Four key target groups
Kitchen/Utility Room in Household
-
- 22% of households has a utility room
-
- Figure 48: Kitchen/utility room in household, July 2016
- Home owners most likely to have a utility room
-
- Figure 49: Kitchen/utility room in household, by current housing situation, July 2016
Type of Appliances in the Kitchen
-
-
- Figure 50: Type of appliances in the kitchen, July 2016
- Lower social groups most likely to have free-standing appliances
-
- Figure 51: Type of appliances in kitchen, by demographic status, July 2016
- Higher incomes favour built-in appliances
-
- Figure 52: Type of appliances in kitchen, by gross income, July 2016
- All free-standing kitchens are highly likely when renting
-
- Figure 53: Type of appliances in kitchen, by housing situation, July 2016
- Younger households most likely to have built-in appliances
-
- Figure 54: Type of appliances in kitchen, by gender and age, July 2016
-
Kitchen and Dining Areas in the UK’s Homes
-
-
- Figure 55: Kitchen and dining areas, July 2016
- ABs most likely to have a separate dining room
-
- Figure 56: Kitchen and dining areas, by demographic status, July 2016
- Open plan kitchen/living rooms most common for small households
-
- Figure 57: Kitchen and dining areas, by household size, July 2016
- 15% of homes revamped kitchens in the last three years
-
- Figure 58: Kitchen and utility room refit/repair, July 2016
- Home improvements are more likely for younger householders
-
- Figure 59: Kitchen and utility room refit/repair, by gender and age, July 2016
-
Kitchen and Utility Room Refit/Repair
-
- Home owners more likely to refit or repair
-
- Figure 60: Kitchen and utility room refit/repair, who paid, July 2016
- Londoners most likely to revamp utility rooms
-
- Figure 61: Kitchen and utility room refit/repair, by region, July 2016
- Households with young families most inclined to revamp kitchens
-
- Figure 62: Kitchen and utility room refit/repair, by parenting status, July 2016
- Kitchen improvements most likely 1-5 years after house moves
-
- Figure 63: Kitchen and utility room refit/repair, by time lived in home, July 2016
Details of Kitchen/Utility Room Refits
-
- 22% of kitchen refits included an instant hot water tap
-
- Figure 64: Details of kitchen/utility room refits, July 2016
Spend on Kitchen Refits
-
-
- Figure 65: Amount spent on kitchen/utility room refits, July 2016
-
Reasons for Refitting the Kitchen
-
- Keeping the kitchen updated
- Changing the layout
- Desire to change appliances as part of a refit
-
- Figure 66: Reasons for refitting the kitchen, July 2016
Influence of Builder on Deciding Where to Buy Kitchens
-
- Builders influence 48% of decisions about purchasing kitchens
-
- Figure 67: Influence of builder on deciding where to buy kitchens, July 2016
Retailers/Suppliers Used for Kitchens
-
- Comparing 2016 with 2015
-
- Figure 68: Retailers/suppliers used for kitchens, June 2015 and July 2016
- DIY retailers lead in the kitchen market
-
- Figure 69: Retailers/suppliers used for kitchens, July 2016
Factors Influencing Choice of Retailer/Supplier
-
- Helpful designers are the most influential factor in retail choice
- Fitting services please
- Special deals
-
- Figure 70: Factors influencing choice of retailer/supplier, July 2016
- Non-buyers focus more on special deals
-
- Figure 71: Factors influencing choice of retailer/supplier, July 2016
- AB households have a broader wish list
-
- Figure 72: Factors influencing choice of retailer/supplier, by demographic status, July 2016
Attitudes Regarding Kitchens
-
-
- Figure 73: Attitudes regarding kitchens, July 2016
- Four main target groups
-
- Figure 74: Target groups for kitchens, July 2016
- Kitchen Hosts (25%)
- Attitudes to the kitchen
-
- Figure 75: Attitudes regarding kitchens, by target group, kitchen hosts. July 2016
- Who are they?
- About their kitchens
- Recent kitchen revamps
-
- Figure 76: Factors influencing choice of retailer for kitchen refits, by Target groups, kitchen hosts, July 2016
- Where they shop
- Marketing analysis
- Kitchens Add Value (25%)
- Attitudes to the kitchen
-
- Figure 77: Attitudes regarding kitchens, by target group, kitchens add value, July 2016
- Who are they?
- About their kitchens
- What influences their choice of retailer?
-
- Figure 78: Factors influencing choice of retailer for kitchen refits, by Target groups, kitchens add value, July 2016
- Marketing analysis
- Family Kitchens (33%)
- Attitudes to the kitchen
-
- Figure 79: Attitudes regarding kitchens, by target group, family kitchens. July 2016
- Who are they?
- About their kitchens
- What influences their choice of retailer?
-
- Figure 80: Factors influencing choice of retailer for kitchen refits, by Target groups, family kitchens, July 2016
- Marketing analysis
- Cost-conscious Kitchens (17%)
- Attitudes to the kitchen
-
- Figure 81: Attitudes regarding kitchens, by target group, Cost-conscious Kitchens, JULY 2016
- Who are they?
- About their kitchens
- What influences their choice of retailer?
-
- Figure 82: Factors influencing choice of retailer for kitchen refits, by Target groups, cost-conscious kitchens, July 2016
- Marketing analysis
-
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
-
- Forecast Methodology
Back to top