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Kitchens and Kitchen Furniture - UK - September 2015

OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Growth of 22% predicted over five years
Figure 1: Consumer spending on kitchens and kitchen furniture, 2010-20
Segmentation
Figure 2: Consumer spend on kitchen furniture, by segment, 2014 (est)
DIY retailers account for 18.5% of the market
Figure 3: Distribution of kitchen furniture by retailer, 2014 (est)
Buoyant housing market stimulates interest in kitchens
Figure 4: Kitchen refits and repairs in the last three years, July 2015
Complex decision process
Figure 5: The customer journey, July 2015
Figure 6: Where they bought kitchen furniture, July 2015
Price and value but people count too
Figure 7: Factors influencing choice of retailer/supplier of kitchen furniture, buyers, July 2015
Figure 8: Factors influencing choice of retailer/supplier of kitchen furniture, non-buyers, July 2015
Figure 9: Customer preferences when shopping for kitchens, July 2015
What we think
ISSUES AND INSIGHTS
Is there potential to expand online sales for fitted kitchens?
The facts
The implications
What does the future hold for innovation in the kitchen?
The facts
The implications
What role does planning play in influencing where people buy kitchens?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Growth of 22% 2015-20
Changing housing structure
Segmentation
Style trends
MARKET SIZE AND FORECAST
2014-15 returns to growth
Figure 10: Consumer spend on kitchens, 2010-20
Figure 11: Consumer spend on kitchens, 2010-20
SEGMENT PERFORMANCE
Figure 12: Consumer spend on kitchen furniture, by segment, 2014 (est)
Figure 13: Consumer spend on kitchen furniture, by segment, 2014 (est)
MARKET DRIVERS
Cooking and eating habits
Figure 14: Cooking and eating habits, July 2015
Home baking is popular
Figure 15: Frequency of baking at home, March 2014
Household composition is changing
Figure 16: Families in the UK: by family type in 2004 and 2014
Housing market
Figure 17: Property transactions, UK, December 2013-June 2015
Figure 18: UK Property transactions by country, 2010-14
The buy-to-let effect
Figure 19: Housing tenure, UK, June 2015
Home improvements
House prices rise fastest in London
Figure 20: UK house price rises, 2013- 2014
KEY PLAYERS – WHAT YOU NEED TO KNOW
Highly competitive marketplace
Retailers continue to innovate
Three major suppliers
Wren and Ikea advertising boost
CHANNELS OF DISTRIBUTION
Magnet faces growing competition from Wren
Howdens unique formula is highly successful
DIY retailers dominate retailing of kitchens
Stiff competition from builders’ merchants
Ikea gains ground
John Lewis
Other specialists
Online selling of kitchens
Figure 21: Distribution of kitchen furniture by retailer, 2014 (est)
Key suppliers and their brands
Figure 22: Major kitchen furniture suppliers, turnover, summary 2010-14
LAUNCH ACTIVITY AND INNOVATION
Retail innovation
Wickes targets the home improvement shopper
Ikea tests new retail formats
Improving showroom space
John Lewis launches flagship
Wren training academy
Product innovations
Sink with a fold-away tap
Figure 23: ICON sink with fold-away tap, August 2015
Sliding doors in the kitchen
Figure 24: Topline L sliding doors, August 2015
BRAND COMMUNICATION AND PROMOTION
Advertising leaps in 2014
Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on kitchens, 2011-14
Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on kitchens, by advertiser, 2011-14
Press accounts for over half of advertising spend
Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on kitchens, by media type, 2014
Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on kitchens, by media type, 2011-14
A note on adspend
THE CONSUMER – WHAT YOU NEED TO KNOW
21% completely refitted kitchens or utility rooms in the last three years
London has the highest rate of kitchen refits
Complex customer journey
Help with planning is important
B&Q is the most-used retailer
The price/value equation
How people prefer to shop
REFITTING KITCHENS IN THE UK’S HOMES
Figure 29: Kitchen refits and repairs in the last three years, July 2015
Regional variations
Figure 30: Kitchen refits and repairs in the last three years, by region, July 2015
THE CUSTOMER JOURNEY
Wide variety of activities and channels
Create a compelling online experience
Multi-channel, even while shopping
Shopping trips important
Browsing through brochures
Taking note of customer reviews
Who trusts expert reviews?
Making the first plan count
Figure 31: The customer journey, June 2014
WHERE THEY BOUGHT KITCHEN FURNITURE
B&Q is way out in front
Intensifying competition
Independents will differentiate
Retailers to watch
Online selling will grow
Figure 32: Where they bought kitchen furniture, July 2015
FACTORS INFLUENCING CHOICE OF RETAILER/SUPPLIER OF KITCHEN FURNITURE
The price/value equation
One-stop shopping
People count
Figure 33: Factors influencing choice of retailer/supplier of kitchen furniture, buyers, July 2015
Figure 34: Factors influencing choice of retailer/supplier of kitchen furniture, non-buyers, July 2015
SHOPPING PREFERENCES
Stores are preferred to online for kitchen shopping
Online popular for getting ideas
Figure 35: Shopping preferences for kitchen furniture, in-store vs online, July 2015
Figure 36: Shopping preferences for kitchen furniture, browsing with and without speaking to staff, July 2015
Comparing online to catalogue browsing
Figure 37: Shopping preferences for kitchen furniture, browsing online or in catalogues, July 2015
Customer reviews are a quality check
Figure 38: Shopping preferences for kitchen furniture, customer reviews, July 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Market sizing and segment performance
Fan chart forecast
Abbreviations

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