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Kitchens and Kitchen Furniture - UK - September 2013

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Consumer spending on kitchens and kitchen furniture, 2008-18
Market factors
Companies and distribution
Figure 2: Distribution of Kitchen furniture by major channel, 2012
The consumer
Figure 3: Arrangement of kitchen appliances, July 2013
Figure 4: Arrangement of eating areas and kitchens, July 2013
Figure 5: Refitting kitchens, last three years, July 2013
Figure 6: Who refitted the kitchen in the last three years, July 2013
Figure 7: Spend on kitchen refits, by price band, in the last three years, July 2013
Figure 8: Retailers where last kitchen was bought, July 2013
Figure 9: Factors influencing choice of kitchen retailer, July 2013
Figure 10: Features of kitchens people would be prepared to pay more for, July 2013
What we think
ISSUES IN THE MARKET
What are people prepared to pay a little extra for when they refit their kitchens?
Will anything happen in the UK economy to stimulate demand?
Is open-plan living changing the way people view their kitchens?
What proportion of kitchen refits are DIY?
What are the key factors shaping choice of retailer?
TREND APPLICATION
Trend: Minimise Me
Trend: Influentials
Mintel Futures: Brand Intervention
INTERNAL MARKET ENVIRONMENT
Key points
Average age of fitted kitchens
Figure 11: average age of kitchens and bathrooms, by household tenure, 2007
Creating more space
Spending more time at home
BROADER MARKET ENVIRONMENT
Key points
House moves by tenure
Figure 12: recent house moves, England, by household tenure, 2000-12
Housing sales in the UK
Figure 13: Housing transactions, UK, 2008-2012
Figure 14: Housing transactions, UK, January-June 2013
Internet first choice for information
Figure 15: Personal ownership of mobile phones, September 2012, January 2013 and April 2013
Ownership of personal/tablet computers:
Figure 16: Household ownership of tablets and computers, September 2012, January 2013 and April 2013
Demographic changes
COMPETITIVE CONTEXT
Key points
Consumer spending on household products
Figure 17: Comparison of consumer spend on bathroom fittings and accessories did you want to change this to kitchen and kitchen furniture? with other household markets, 2008-12 (est)
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
MARKET SIZE AND FORECAST
Key points
What consumers spend on kitchens
Figure 18: Consumer spending on kitchens and kitchen furniture, at current and constant 2013 prices, 2008-18
Figure 19: Consumer spending on kitchens and kitchen furniture, at current prices, 2008-13
Forecast
Figure 20: Consumer spending on kitchens and kitchen furniture, at current prices, 2008-18
WHO’S INNOVATING?
Key points
Multi-media experience from IKEA
B&Q launches Homefit, for jobs you ‘can’t or shouldn’t do’.
Pop-up storage for the kitchen
Figure 21: S-Box Chef Centre, 2013
Low-cost product prevents damage from seeping liquids
COMPANIES AND PRODUCTS
Key points
Kitchen retailers
Figure 22: Multiple retailers, number of UK outlets, July 2013
Nobia Group (Magnet, Gower, and Poggenpohl)
Background
Product range
Marketing and Innovation
Howden Joinery
Background
Product range
Innovation and marketing
Kingfisher (B&Q and Screwfix)
Background
Product range
Innovation and marketing
Homebase
Background
Product range
Innovation and marketing
Web developments
Travis Perkins (Wickes and Benchmarx)
Background
Product range – Wickes
Product range – Travis Perkins
Innovation and marketing
IKEA
Background
Product range
Innovation and marketing
 OTHER COMPANIES
Wren Kitchens and Bedrooms
Argos
Omega
Symphony
Canburg (Smallbone of Devizes, Mark Wilkinson Furniture and Brookmans)
Fired Earth
In-toto Kitchens
Betta Living
Alno Kitchens
John Lewis
Jewson
Buildbase
Mereway Kitchens
Next
Tesco
Other suppliers of fitted kitchens
Other companies
CHANNELS OF DISTRIBUTION
Key points
Distribution of kitchens
Figure 23: Distribution of kitchen furniture by major channel, 2012
Figure 24: Distribution of kitchen furniture by major channel, 2008-12
Tough-going for retailers
Strong growth for Howden
Online retailing (all furniture)
Figure 25: Retailers used for furniture purchases in the last three years, in-store and online, June 2013
BRAND COMMUNICATION AND PROMOTION
Key points
Almost £40 million spent advertising kitchens in 2012
Figure 26: Advertising spend on kitchen furniture, 2009-12
Who are the largest advertisers?
Figure 27: Advertising spend on kitchen furniture, by company, 2012
Comparing 2011 with 2012
Figure 28: Advertising spend on kitchen furniture, top spenders, 2011 and 2012
Advertising in 2013
Figure 29: Advertising spend on kitchen furniture, Jan-June 2012 and 2013
Advertising by media
Figure 30: Advertising spend on kitchen furniture, by media type, 2012
Advertising specifics
Magnet features quality
Wickes raises awareness of delivery and design
Wren promises savings
IKEA features lifestyle
InSinkErator raises its profile
THE CONSUMER – TYPES OF KITCHEN IN THEIR HOMES
Key points
Kitchens at home
Are appliances free-standing or built-in?
Figure 31: Arrangement of kitchen appliances, July 2013
Dining in the kitchen
Figure 32: Arrangement of eating areas and kitchens, July 2013
THE CONSUMER – KITCHEN REFURBISHMENT
Key points
What people say about refitting their kitchens
Figure 33: Refitting kitchens in the last three years, July 2013
23% of kitchen refits are DIY
Figure 34: Who refitted the kitchen in the last three years, July 2013
THE CONSUMER – WHAT THEY SPENT
Key points
Spend on kitchen refits
Figure 35: Spend on kitchen refits, by price band, in the last three years, July 2013
Figure 36: Spend on kitchen refits, by price and age of shopper, in the last three years, July 2013
Higher spenders on furniture and fittings get the job done for them
Figure 37: Spend on kitchen refits, by price and who fitted the kitchen, in the last three years, July 2013
THE CONSUMER – WHERE THEY BOUGHT KITCHEN FURNITURE AND FITTINGS
Key points
Retailers used for buying kitchens
Figure 38: Retailers where the last kitchen was bought, July 2013
Figure 39: Retailers where last kitchen was bought, by age, July 2013
Figure 40: What they spent by type of retailer where last kitchen was bought, July 2013
THE CONSUMER – FACTORS INFLUENCING CHOICE OF RETAILER
Key points
Factors influencing where they buy
Figure 41: Factors influencing choice of kitchen retailer, repertoire, July 2013
Figure 42: Factors influencing choice of kitchen retailer, July 2013
Figure 43: Factors influencing choice of kitchen retailer, buying online, online planning and see before buying, by age, July 2013
Figure 44: Factors influencing choice of kitchen retailer, selected statements, by age, July 2013
Figure 45: Factors influencing choice of kitchen retailer, selected statements, by retailer used, July 2013
THE CONSUMER – FEATURES THEY WOULD PAY MORE FOR
Key points
What would encourage them to pay more?
Figure 46: Repertoire of Features of kitchens people would be prepared to pay more for, July 2013
What features would encourage people to pay more?
Figure 47: Features of kitchens people would be prepared to pay more for, July 2013
Figure 48: Features of kitchens people would be prepared to pay more for, healthy finances, July 2013
 CELEBRITY STYLE
APPENDIX – BROADER MARKET ENVIRONMENT
Population age structure
Figure 49: Trends in the age structure of the UK population, 2008-18
Socio-economic groups
Figure 50: Forecast adult population trends, by socio-economic group, 2008-18
Household size
Figure 51: UK households, by size, 2008-18
Figure 52: GFK NOP Consumer Confidence Index, January 1988- 2013
APPENDIX – BRAND COMMUNICATION AND PROMOTION
Figure 53: Advertising spend on kitchen furniture, top spenders, 2009-13
Figure 54: Advertising spend on kitchen furniture, by media type, 2009-13
APPENDIX – THE CONSUMER – TYPES OF KITCHEN IN THEIR HOMES
Figure 55: Kitchens and utility rooms in the home, by demographics, July 2013
Figure 56: Types of appliances in the kitchen, by demographics, July 2013
Figure 57: Description of kitchens in the home, by demographics, July 2013
APPENDIX – THE CONSUMER– KITCHEN REFURBISHMENT
Figure 58: Refurbishment activity in the kitchen, by demographics, July 2013
Figure 59: Who fitted the kitchen, by demographics, July 2013
APPENDIX – THE CONSUMER – WHAT THEY SPENT ON KITCHENS AND FITTING
Figure 60: Most popular consumer spend on kitchen fittings, by demographics, July 2013
Figure 61: Next most popular consumer spend on kitchen fittings, by demographics, July 2013
Figure 62: Other consumer spend on kitchen fittings, by demographics, July 2013
Figure 63: Most popular consumer spend on installation, by demographics, July 2013
Figure 64: Next most popular consumer spend on installation, by demographics, July 2013
Figure 65: Other consumer spend on installation, by demographics, July 2013
APPENDIX – THE CONSUMER – WHERE THEY BOUGHT KITCHEN FURNITURE AND FITTINGS
Figure 66: Most popular retailers where people bought kitchens, by demographics, July 2013
Figure 67: Next most popular retailers where people bought kitchens, by demographics, July 2013
Figure 68: Other retailers where people bought kitchens, by demographics, July 2013
APPENDIX – THE CONSUMER – FACTORS INFLUENCING CHOICE OF RETAILER
Figure 69: Most popular factors influencing choice of retailer, by demographics, July 2013
Figure 70: Next most popular factors influencing choice of retailer, by demographics, July 2013
Figure 71: Other factors influencing choice of retailer, by demographics, July 2013
APPENDIX – THE CONSUMER – FEATURES PEOPLE WOULD PAY MORE FOR
Figure 72: Most popular features people would pay more for, by demographics, July 2013
Figure 73: Next most popular features people would pay more for, by demographics, July 2013
Figure 74: Other features people would pay more for, by demographics, July 2013
APPENDIX – FURTHER ANALYSIS
Figure 75: Repertoire of where people bought kitchens, by demographics, July 2013
Figure 76: Repertoire of factors influencing choice of retailer, by demographics, July 2013
Figure 77: Repertoire of features people would pay more for, by demographics, July 2013

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