Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Targeting children
- Promoting provenance
- Ethnification
- Accessorize on the move
- Celebrity status
- New home builders can confer a bathroom’s luxury status
Executive Summary
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- Building on the housing market
- The more bathrooms the better
- Functionality still key
- But the ‘Changing Rooms’ factor driving more emotional purchases
- The small room
- Many sellers
- No adverts
- Future is bright for bathroom accessories
Market Drivers
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- Consumer expenditure
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- Figure 1: PDI and consumer expenditure, 2000-05
- New build houses rising…
- …but housing market is slowing
- Decline in household size
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- Figure 2: Change in UK households, 2000-05
- Loft conversations
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- Figure 3: Household ownership of loft conversions, 2000-04
- Number of bathrooms
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- Figure 4: Number of bathrooms in household, 2001-04
- Three bathroom households on the rise
- More bathrooms equals wider need states
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- Figure 5: Number of bathrooms in household, by demographic sub-group, 2004
- Young and old have one bathroom
- Better off socio-economic groups have the most bathrooms
- Household size is critical
- Lifestage a key discriminator
- Older children have more bathrooms
- Space at a premium in London
- Bathroom fittings
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- Figure 6: Household ownership of bathroom fittings, 2000-04
- Recent purchase rates are growing
- Growth in showers
- The British and their homes
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- Figure 7: Agreement with lifestyle statements on DIY and the home, 2004
Market Size and Trends
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- Targeted for the individual
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- Figure 8: UK Retail sales of bathroom accessories, 2000-05
- Small yet perfectly formed
- Modern indulgences
- Influence of specific categories
- Soap holders
- Liquid soap and bars of soap
- Definitions
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- Figure 9: Weight of usage of soap, liquid vs bars of soap, 2002-04
- Liquid soaps are growing…
- …to the detriment of soap bars
- Toilet roll holders
- Toilet paper
- Definitions
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- Figure 10: Weight of usage of toilet paper, 2002-04
- Toilet roll holders
- Towel racks
- Towels
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- Figure 11: Household ownership of towels, 2000-04
- Personal electronic items
- Shavers and electric toothbrushes
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- Figure 12: Ownership of personal electronic items, 2000-04
- Electric toothbrush growing
- Electric shavers declining
- Toothbrush holders
- Toothbrushes
- Definitions
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- Figure 13: Weight of usage of toothbrushes, 2002-04
- Shelving and cabinets
- DIY activities
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- Figure 14: Adults who have put up shelves and made/put up cupboards at home, in the last 12 months, 2000-04
- Mirrors
Market Segmentation
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- Cabinets and shelving growing in popularity
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- Figure 15: UK retail sales of bathroom accessories, by type, 2000-05
- All sectors up
- Stand alone important
- Metal still tops
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- Figure 16: UK retail sales of bathroom accessories, by material, 2000-05
- Chrome finishing is growing in popularity
- White ceramics provide the canvass
- Mix and match
The Supply Structure
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- Trade associations
- Bathroom Manufacturers Association
- The Glass and Glazing Federation
- Kitchen Bathroom Bedroom Specialists Association
- Brand shares
- Low levels of branding
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- Figure 17: UK retail sales of bathroom accessories, by manufacturer type, 2000-05
- Own-label dominance – but is it waning?
Major Companies and Brands
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- Many sellers
- American Standard
- Brampton Housewares
- Bristan
- Croydex Ltd
- Masco Corp
- Heritage Bathrooms plc
- Longmead Group plc
- Qualceram Shires plc
- Roca UK
- Roper Rhodes Ltd
- Samuel Heath & Sons plc
- Showerlux UK Limited
- Twyfords
- Other selected companies
- Mirror-Mirror
- Shades Furniture
- VitrA UK
- Furniture 123
- New product development
- NPD has to be strong
- Targeting niche consumers
- Keep sight on the basics
Advertising and Promotion
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- A foggy picture
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- Figure 18: Main monitored media advertising expenditure for bathroom furniture, 2000-05
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- Figure 19: Main monitored media advertising expenditure on selected bathroom accessories companies, 2000-04
- Ideal Standard the big spender in 2004
- POS remains important
- The Internet
Distribution
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- DIY sheds dominate
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- Figure 20: Sales of accessories, by outlet type, 2000-05
- DIY sheds
- Variety stores
- Department stores
- Catalogue showrooms
- Specialist showrooms
- Internet retailing
The Consumer
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- Bathrooms, shower rooms and toilet ownership
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- Figure 21: Number of bathrooms, shower rooms or toilets in home, April-May 2005
- 59% have one bath/shower room/toilet
- Adding value
- Bathroom accessories opportunities
- Length of residence
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- Figure 22: Number of bathrooms, shower rooms or toilets in home, by length of current residence, April-May 2005
- Longer residents have 2 bathrooms, shower rooms or toilets
- Mixed picture for three bath/shower rooms/toilets
- Older properties reflect a by-gone age
- Household tenure
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- Figure 23: Number of bathrooms, shower rooms or toilets in home, by household tenure, April-May 2005
- Household tenure
- More mortgaged bathrooms
- Purchasing motivations
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- Figure 24: Purchasing motivations of bathroom accessories, April-May 2005
- Top motivators
- Time for celebrity endorsements
- First time bathers
- Bathroom replacers are typically third age
- Redecorate to add value
- Damaged and broken items
- Women want a new look
- Non-buyers
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- Figure 25: Agreement with statement ‘Never change or bought bathroom accessories’, by retailer, April-May 2005
- Buying bathrooms is an expensive business
Detailed Demographics – Bathrooms
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- Figure 26: Purchasing motivations of bathroom accessories, by gender, age and socio-economic groups, April-May 2005
- Figure 27: Purchasing motivations of bathroom accessories, by presence of children, lifestage and Mintel’s Special Groups, April-May 2005
- Figure 28: Purchasing motivations of bathroom accessories, by marital and working status, and household size, April-May 2005
- Figure 29: Purchasing motivations of bathroom accessories, by region and ACORN category, April-May 2005
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- Figure 30: Purchasing motivations of bathroom accessories, by media and commercial TV viewing, supermarket usage, April-May 2005
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The Consumer – Attitudes and Behaviours
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- Figure 31: Attitudes towards bathrooms/shower rooms and related accessories, April-May 2005
- A practical outlook
- Functional attitudes
- Functionality rules
- Property wise
- Fixed or free-standing?
- AB consumers prefer fixed
- Larger households prefer the flexibility of free-standing
- Accessorise to revitalise
- Avoiding clutter
- Price responsiveness low
- Emotional attitudes
- Bath to relax
- Women are six times more likely to use candle/oil burners than men
- A feel of luxury
- Stylish bathroom accessories
- Picture accessories
- Matching accessories
- The functional against the emotional
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- Figure 32: Attitudes towards bathrooms and bathroom accessories by household tenure, April-May 2005
- Owned vs rented
- Security of tenure provides long-term assurances
- Consumers renting are reluctant to add value
- Consumers who own outright prefer fixed
- Owned with a mortgage have the most emotional attitudes
- First four years of residency are key
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- Figure 33: Attitudes towards bathrooms and bathroom accessories by length of residence in household, April-May 2005
- Emotional resonance is greatest in the first four years
- Functional attributes are more important for consumers with longer residencies
- Adding value is not important for longer residents
- Length of residence has little impact on the fixed vs free-standing issue
- Consumers with more bathrooms have more emotional values
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- Figure 34: Number of bathrooms, shower rooms or toilets, by attitudes towards bathrooms and bathroom accessories, April-May 2005
- More bathrooms are the target for manufacturers
- One bathroom households prefer the functional
- Luxury seekers have two bathrooms
- Assessing key target markets
- Cross analysis of consumer behaviour
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- Figure 35: Consumer typology groups for attitudes towards bathroom accessories, April-May 2005
- Group 1: Practical (55%)
- Practical men
- Group 2: Luxurious-pamperers (30%)
- Younger consumers are Luxurious-pamperers
- Group 3: Accessorisers (15%)
- Wealthy Achievers like to accessorise
- Does more mean more?
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- Figure 36: Bathroom accessories typologies, by number of bathrooms, shower rooms or toilets in home, April-May 2005
- Motivational drivers
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- Figure 37: Bathroom accessories typologies, by purchasing motivations, April-May 2005
- Practicals buy if items are broken
- Luxurious-pamperers buy on impulse
- Accessorisers buy for a new look
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Detailed Demographics – Attitudes to Bathrooms and Bathroom Accessories
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- Rational/functional attitudes
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- Figure 38: Attitudes towards bathrooms/shower rooms and their accessories, by gender, age and socio-economic status, April-May 2005
- Figure 39: Attitudes towards bathrooms/shower rooms and their accessories, by presence of children, lifestage and Mintel’s Special Groups, April-May 2005
- Figure 40: Attitudes towards bathrooms/shower rooms and their accessories, by marital and working status, and household size, April-May 2005
- Figure 41: Attitudes towards bathrooms/shower rooms and their accessories, by region and ACORN category, April-May 2005
- Figure 42: Attitudes towards bathrooms/shower rooms and their accessories, by media and supermarket usage, and commercial TV viewing, April-May 2005
- Emotional attitudes
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- Figure 43: Attitudes towards bathrooms/shower rooms and their accessories, by gender, age and socio-economic status, April-May 2005
- Figure 44: Attitudes towards bathrooms/shower rooms and their accessories, by lifestage, mintel’s special groups and household size, April-May 2005
- Figure 45: Attitudes towards bathrooms/shower rooms and their accessories, by marital and working status and presence of children in household, April-May 2005
- Figure 46: Attitudes towards bathrooms/shower rooms and their accessories, by region and ACORN category, April-May 2005
- Figure 47: Attitudes towards bathrooms/shower rooms and their accessories, by media and supermarket used, and commercial TV viewing, April-May 2005
- Consumer typologies
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- Figure 48: Consumer clusters, by gender, age and socioeconomic status, April-May 2005
- Figure 49: Consumer clusters, by ACORN group, lifestage, region, presence of children and Mintel’s Special Groups, April-May 2005
- Figure 50: Consumer Clusters, by media usage, supermarket used and commercial TV viewing, April-May 2005
The Future
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- Consumer spending and the housing market
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- Figure 51: Projected UK trends in PDI and consumer expenditure, 2005-10
- Purchasing for emotional needs
- Housing stock set to increase
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- Figure 52: Projected trends in UK housing stock, 2005-10
- Growth of smaller households provide a favourable backdrop
- NPD to continue
- A future for brands?
Forecast
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- Continued growth anticipated
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- Figure 53: Forecast of the UK bathroom accessories market, 2005-10
- Figure 54: Indexed growth of the UK bathroom accessories market, at current prices, 2000-10
- Favourable market dynamics
- Changing role of the bathroom
- Factors incorporated in the forecast
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