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Kitchens and Kitchen Furniture - UK - September 2014

INTRODUCTION
Definitions
Excluded
Abbreviations
EXECUTIVE SUMMARY
The market
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
Figure 3: Average age of fitted kitchens, owner-occupied dwellings, England and Wales, 2001 and 2011
65% of dwelling are owned
Figure 4: Types of housing in England and Wales, 2012
15% more homes sold in 2013
Figure 5: UK property transactions, annual, 2006-13
Companies, brands and innovation
Figure 6: Distribution of kitchen furniture by major channel, 2013
The consumer
Figure 7: Kitchens and eating arrangements, June 2014
Figure 8: Refitting kitchens in the last three years, July 2013 and June 2014
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
Figure 11: The customer journey, June 2014
Figure 12: Where they bought kitchen fittings, July 2013 and June 2014
Figure 13: Factors influencing choice of retailer/supplier of kitchen furniture, June 2014
What we think
TREND APPLICATION
Trend: Minimise Me
Trend: Human
Trend: Survival Skills
ISSUES AND INSIGHTS
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
Key points
Kitchens are newer
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
Figure 16: Cooking and eating habits, May 2014
Baking is popular
Entertaining at home
Figure 17: Agreement with statements on eating/drinking occasions in the home, December 2011
BROADER MARKET ENVIRONMENT
Key points
Housing stock by tenure, England and Wales
Figure 18: Types of housing in England and Wales, 2012
House moves by tenure
Figure 19: Recent house moves, England, by household tenure, 2009-13
Uplift in property transactions
Figure 20: UK property transactions, annual, 2006-13
Figure 21: UK property transactions, monthly, February 2013-July 2014
London house prices rise fastest
Figure 22: Change in average house prices, by region, June 2012- June 2014
Multi-generation homes
Figure 23: Percentage of men and women aged 20-34 living with parents by age, UK, 2013
Renters move more often than home owners
Figure 24: Length of time in current home, England and Wales, 2012-13
Seven in ten have a smart phone
Figure 25: Technology products owned, January 2012-April 2014
Demographic changes
COMPETITIVE CONTEXT
Key points
Consumer spend on selected home goods
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
Strengths
Weaknesses
MARKET SIZE AND FORECAST
Key points
Market returns to growth
Figure 28: Consumer spending on kitchens and kitchen furniture, at current and constant 2014 prices, 2009-19
What consumers spend on kitchens
Figure 29: Consumer spending on kitchens and kitchen furniture, at current prices, 2009-19
Segmentation
Figure 30: Consumer spending on kitchens and kitchen furniture, by segment, at current prices, 2014 (est)
WHO’S INNOVATING?
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
Figure 31: Major kitchen furniture suppliers, turnover, summary 2008-13
Alno (UK)
Figure 32: Alno UK company financials, 2008-12
Gower (Nobia)
Figure 33: Nobia Holdings UK Ltd, company financials, 2009-12
Mereway Kitchens
Figure 34: Mereway Kitchens company financials, 2009-13
Moores Furniture Group
Figure 35: Moores furniture group financial data, 2008-12
Omega
Figure 36: Omega financial data, 2009-13
Symphony
Figure 37: Symphony Group financial data, 2009-13
Other
CHANNELS OF DISTRIBUTION
Key points
Distribution of kitchens
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
Figure 40: Nobia UK financial information, 2008-12
Figure 41: Nobia Group UK outlets, July 2013 and August 2014
Product range
Innovation and marketing
Figure 42: Magnet, Coffee Unit, 2014
Howdens Joinery
Background and financial information
Figure 43: Howdens Joinery Plc financial information, 2009-13
Product range
Innovation and marketing
Kingfisher (B&Q and Screwfix)
Background and financial performance
Figure 44: B&Q UK & Ireland and Screwfix UK financial information, 2010-14
Figure 45: B&Q UK & Ireland and Screwfix outlet numbers, 2010-14
Product range
Innovation and marketing
Homebase
Background and financial performance
Figure 46: Homebase financial data, 2010-14
Product range
Innovation and marketing
Travis Perkins (Wickes and Benchmarx)
Background and financial performance
Figure 47: Travis Perkins Plc company financials, 2009-13
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
Figure 49: IKEA UK company financial performance, 2009-13
Product range
Innovation and marketing
Wren Living
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
Key points
Advertising expenditure falls
Figure 51: Topline advertising expenditure on Kitchen Furniture, 2010-13
Wickes is the largest spender
Figure 52: Advertising expenditure on kitchen furniture, by top ten retailers, 2013
Comparing 2012 and 2013
Figure 53: Advertising expenditure on kitchen furniture, top seven retailers, 2012 and 2013
The story so far in 2014
Figure 54: Advertising expenditure on kitchen furniture, Jan-June 2013 and 2014
Advertising expenditure by month
Figure 55: Advertising expenditure on kitchen furniture, by month, 2012 and 2013
Press remains the medium of choice
Figure 56: Advertising expenditure on kitchen furniture, by media type, 2013
Celebrity kitchens
THE CONSUMER – TYPES OF KITCHEN IN THEIR HOMES
Key points
Types of kitchen
Figure 57: Households with a separate utility room, by socio-economic group, income and household tenure, June 2014
Types of appliances in the kitchen
Figure 58: Arrangement of kitchen appliances, July 2013 and June 2014
Dining in the kitchen
Figure 59: Arrangement of eating areas and kitchens, July 2013 and June 2014
THE CONSUMER – KITCHEN REFURBISHMENT
Key points
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
Figure 61: Who refitted the kitchen in the last three years, July 2013 and June 2014
Figure 62: Spend on kitchen refits, by price band, kitchen cupboards and fittings, in the last three years, July 2013 and June 2014
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
Key points
The customer journey
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
Key points
Where they bought kitchen furniture
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
Key points
Factors influencing choice of retailer/supplier
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
Figure 67: UK households, by size, 2008-18
Figure 68: Trends in the age structure of the UK population, 2009-19
APPENDIX – THE CONSUMER – TYPES OF KITCHEN IN THEIR HOMES
Figure 69: Kitchens and utility rooms in the UK's homes, by demographics, June 2014
Figure 70: Types of appliances in the kitchen and utility room, by demographics, June 2014
Figure 71: Arrangement of kitchen and eating areas in the home, by demographics, June 2014
APPENDIX –THE CONSUMER – KITCHEN REFURBISHMENT
Figure 72: Kitchen refurbishment, by demographics, June 2014
Figure 73: Use of fitters and DIY kitchen refits, by demographics, June 2014
APPENDIX – THE CONSUMER – WHAT THEY SPENT ON KITCHEN REFITS
Figure 74: What they spent on kitchen refits, up to £1,000 – Kitchen cupboards and fittings, by demographics, June 2014
Figure 75: What they spent on kitchen refits, £1,000-£4,000 – Kitchen cupboards and fittings, by demographics, June 2014
Figure 76: What they spent on kitchen refits, £4,000-10,000+ – Kitchen cupboards and fittings, by demographics, June 2014
Figure 77: What they spent on installation, nothing to £1,000, by demographics, June 2014
Figure 78: What they spent on Installation, £1,000-4,000, by demographics, June 2014
Figure 79: What they spent on Installation, £4,000-£10,000+, by demographics, June 2014
APPENDIX – THE CONSUMER – THE CUSTOMER JOURNEY
Figure 80: The customer journey, top five responses, by demographics, June 2014
Figure 81: The customer journey, next five responses, by demographics, June 2014
Figure 82: The customer journey, last three responses and don’t know, by demographics, June 2014
APPENDIX – THE CONSUMER – WHERE THEY BOUGHT KITCHEN FURNITURE
Figure 83: Where they bought kitchen furniture, by demographics, June 2014
Figure 84: Where they bought kitchen furniture, by demographics, June 2014 (continued)
Figure 85: Where they bought kitchen furniture, by demographics, June 2014 (continued)
APPENDIX – THE CONSUMER – FACTORS INFLUENCING CHOICE OF RETAILER/SUPPLIER OF KITCHEN FURNITURE
Figure 86: Most popular factors influencing choice of retailer/supplier of kitchen furniture, by demographics, June 2014
Figure 87: Next most popular factors influencing choice of retailer/supplier of kitchen furniture, by demographics, June 2014
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
Figure 89: Repertoire of factors influencing choice of retailer/supplier of kitchen furniture, by demographics, June 2014
APPENDIX – THE CONSUMER – FACTORS THAT WOULD INFLUENCE CHOICE OF RETAILER
Figure 90: Most popular factors that would influence choice of retailer, by demographics, June 2014
Figure 91: Next most popular factors that would influence choice of retailer, by demographics, June 2014
Figure 92: Other factors that would influence choice of retailer, by demographics, June 2014
Repertoire of factors that would influence choice of retailer
Figure 93: Repertoire of factors that would influence choice of retailer, by demographics, June 2014

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