Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
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- Figure 1: Consumer spending on kitchens, 2012-22
- Changing structure of the housing market
- The kitchen as a home hub
- Cooking from scratch
- Chargers for personal technology
- Companies, brands and innovation
- Competition growing in kitchen retailing
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- Figure 2: Distribution of consumer spend on kitchens, by value, 2017 (est)
- Innovation continues to redefine the kitchen
- Augmented reality will continue to develop
- The consumer
- 29% of ABs have a separate utility room
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- Figure 3: Kitchens and utility rooms in the UK's homes, August 2017
- 54% of kitchens have at least one built-in appliance
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- Figure 4: Appliances in the UK's kitchens, free-standing/built-in, August 2017
- 32% of kitchens have a seating area
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- Figure 5: Kitchens and dining areas in the UK's homes, August 2017
- 4.2 million kitchen refits in the last three years
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- Figure 6: Kitchens and utility rooms refitted or repaired, August 2017
- Flooring and wall coverings included in 60% of revamps
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- Figure 7: What was included in the kitchen/utility room refit? August 2017.
- Updating style and improving layout are key reasons for a new kitchen
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- Figure 8: Reasons for refitting the kitchen, August 2017
- Cabinets and worktops account for 41% of spend on the refit
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- Figure 9: Amount spent on kitchen refits, August 2017
- B&Q is the most-used retailer for kitchens
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- Figure 10: Retailers/suppliers used for kitchens, August 2017
- Wide choice is the greatest influence on shoppers
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- Figure 11: Reasons for choice of retailer/supplier, August 2017
- 51% of non-buyers would be influenced by a complete fitting service
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- Figure 12: Factors influencing choice of retailer/supplier, August 2017
- People prioritise work surfaces and extra storage fittings
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- Figure 13: Attitudes regarding kitchens, August 2017
- What we think
Issues and Insights
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- Bunnings has decided to stop fitting kitchens, preferring a simpler trading model
- The facts
- The implications
- The kitchen has become a home hub, where space allows
- The facts
- The implications
- Are Smart Home developments influencing expectations of kitchens?
- The facts
- The implications
The Market – What You Need to Know
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- Market up 4% in 2017
- Neutral colours dominate styling
- Demand for kitchens is influenced by the housing market
- Variety of influences shaping demand for kitchens
- Competition among retailers intensifies
- Online market share reaches 8.5% by value
Market Size and Forecast
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- 2017 sees kitchen market weakening
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- Figure 14: Consumer spending on kitchens, 2012-22
- Figure 15: Consumer spending on kitchens, 2012-22
- Forecast methodology
Market Segmentation
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- Kitchens too pricey to take risks with
- Surface textures
- Cabinets make up over half of kitchen spend
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- Figure 16: Market for kitchens, by segment, 2017 (est)
- The kitchen as a living space
- Connecting up to the internet
- Redundancy of electronics
- Instant hot water
- Innovative storage
Market Drivers
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- Demand for kitchens closely linked to house moves
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- Figure 17: Housing transactions, UK, March 2016-August 2017
- Do people ‘improve not move’ when the housing market slows down?
- Fall in proportion of homes with a mortgage
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- Figure 18: Housing tenure, UK, 2011-15
- 28% of 25-34s rent from private landlords
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- Figure 19: Housing tenure, UK, by age, 2017
- Home improvements
- More time spent in the kitchen
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- Figure 20: Reasons for spending on the home, November 2016
- Cooking from scratch
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- Figure 21: Frequency of cooking in the home, by type of meal, February 2016
- The convenience of prepared foods
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- Figure 22: Frequency of cooking in the home, meals cooked completely from scratch, February 2016
- Chargers for personal technology
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- Figure 23: Personal ownership of consumer technology products, April 2017
Channels to Market
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- Competition growing in kitchen retailing
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- Figure 24: Distribution of consumer spend on kitchens, by value, 2017 (est)
- Internet marketing is an integral part of the retail offer
- Online market share reaches 8.5% by value
- Huge array of kitchens online
Companies and Brands – What You Need to Know
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- Wren is the fastest growing kitchen chain
- B&Q’s turnover down because of store closures
- Bunnings simplifies its offer, closing the fitting service
- IKEA set to build market share in the UK
- Howdens is a builder-only seller of kitchens
- Premium kitchen retailers performing well
- Nobia is the largest kitchen specialist
- Retailers are catering for changing kitchen trends
- Full-service is a key factor in the marketing mix
- Bathstore enters the market for kitchens
- Variety of innovative product launches
- High level of kitchen advertising sustained
Retailers
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- Leading kitchen retailers
- Wren’s rapid growth
- Bunnings simplifies its offer, closing the fitting service
- IKEA determined to build market share in the UK
- Turnover performance of the leading retailers
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- Figure 25: Leading kitchen retailers, total company turnover, (excluding VAT), 2012-16
- Operating profit of the leading retailers
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- Figure 26: Leading kitchen retailers, operating profit, (excluding vat), 2012-16
- Howdens has enviable operating margins
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- Figure 27: Leading kitchen retailers, operating margin, 2012-16
- B&Q and Homebase cut back on excess space
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- Figure 28: Leading kitchen retailers, stores, 2012-16
- Wren’s turnover per outlet boosted by larger showrooms and broader ranges
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- Figure 29: Leading kitchen retailers, turnover per store, 2012-16
- Smaller kitchen retailers
- Commercialising bespoke kitchens
- Luxury kitchen businesses
- Neptune has expanded into Europe and Asia
- Canburg serves the contract and retail markets
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- Figure 30: Selected kitchen specialists, turnover (excluding VAT), 2012-16
- Volatile profits
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- Figure 31: selected kitchen specialists, operating profit, 2012-16
- Wide variation in profitability
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- Figure 32: Selected kitchen specialists, operating margin, 2012-16
- Harvey Jones building productivity
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- Figure 33: Selected kitchen specialists, stores, 2012-16
- New stores take a while to reach maturity
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- Figure 34: Selected kitchen specialists, turnover per store, 2012-16
- Other kitchen specialists
Suppliers
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- Alno enters administration
- Other German kitchen suppliers
- Nobia is a major UK supplier
- Waterline Kitchens is a major brand for independents
- End of Four Seasons
- Omega Kitchens works with George Clark
- Symphony continues its track record of strong growth
- Masterclass Kitchens focuses on retailers
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- Figure 35: Suppliers of kitchen furniture, turnover, 2011-16
Competitive Strategies
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- Catering for changing kitchen trends
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- Figure 36: Example of innovative kitchen styling, Wickes, 2017
- Full-service is a key factor in the marketing mix
Launch Activity and Innovation
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- Bathstore enters the market for kitchens
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- Figure 37: Bathstore store signage incorporating haus, 2017
- IKEA launches door fronts made from recycled plastic bottles
- Kitchens combine function with style
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- Figure 38: Elica, Nikolatesla combined hob and extractor, 2017
- Figure 39: Siemens InductionAir system, 2017
- New technology for work surfaces repels liquid
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- Figure 40: Material that repels liquids, 2017
- Multi-function furniture for cooking and dining
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- Figure 41: Dining table with integrated cooking function, Discala, 2017
- Quooker develops the Flex tap
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- Figure 42: Quooker Flex tap, 2017
- Augmented reality will continue to develop
Advertising and Marketing Activity
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- High level of kitchen advertising sustained
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- Figure 43: Total above-the-line, online display and direct mail advertising expenditure on kitchens, 2013-16
- Wickes remains the largest advertiser of kitchens
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- Figure 44: Top ten advertisers, kitchens, 2016
- Wickes has increased advertising spend for three years running
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- Figure 45: Top ten advertisers, kitchens, 2013-16
- Television advertising takes over half of media spend
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- Figure 46: Advertising, kitchens, by media, 2016
- Wren’s advert banned by the ASA
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- 29% of ABs have a separate utility room
- Seating areas and open-plan living
- 4.2 million kitchen refits in the last three years
- Updating style and improving layout are key reasons for a new kitchen
- Cabinets and worktops account for 41% of spend on the refit
- B&Q is the most-used retailer for kitchens
- Wide choice is the greatest influence on shoppers
- People prioritise work surfaces and extra storage fittings
Kitchens and Utility Rooms in the UK's Homes
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- 29% of ABs have a separate utility room
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- Figure 47: Kitchens and utility rooms in the UK's homes, August 2017
- 54% of kitchens have at least one built-in appliance
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- Figure 48: Appliances in the UK's kitchens, free-standing/built-in, August 2017
Kitchens and Dining Areas in the UK's Homes
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- 32% of kitchens have a seating area
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- Figure 49: Kitchens and dining areas in the UK's homes, August 2017
Kitchens Revamped in the Last Three Years
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- 4.2 million kitchen refits in the last three years
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- Figure 50: Kitchens and utility rooms refitted or repaired, August 2017
Details of Kitchen and Utility Room Refits
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- Flooring and wall coverings included in 60% of revamps
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- Figure 51: What was included in the kitchen/utility room refit, August 2017
Reasons for Refitting the Kitchen
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- Updating style and layout are key reasons for a new kitchen
- Storage is a key selling point
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- Figure 52: Reasons for refitting the kitchen, August 2017
Amount Spent on Kitchen Refits
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- Cabinets and worktops account for 41% of spend on the refit
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- Figure 53: Amount spent on kitchen refits, August 2017
Retailers or Suppliers Used for Kitchens
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- B&Q is the most-used retailer for kitchens
- Bunnings is opting out of kitchen fitting services
- IKEA used by 12% of kitchen purchasers
- Wren is building a strong presence
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- Figure 54: Retailers/suppliers used for kitchens, August 2017
Reasons for Choice of Retailer or Supplier for Kitchens
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- Wide choice is the greatest influence on shoppers
- The people make a difference
- Showrooms highly relevant
- Planning without help
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- Figure 55: Reasons for choice of retailer/supplier, August 2017
Factors Influencing Choice of Retailer or Supplier
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- 51% of non-buyers would be influenced by a complete fitting service
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- Figure 56: Factors influencing choice of retailer/supplier, August 2017
Attitudes Regarding Kitchens
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- Freeing up the work surfaces
- Storage is a must
- Kitchens as a home hub
- Kitchens as an investment
- Weakening consumer confidence can make people delay
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- Figure 57: Attitudes regarding kitchens, August 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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