Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer spending on bathroom furniture and accessories, 2006-16
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- Figure 2: Consumer spend on bathroom furniture and fittings, share by category, by value, 2011
- Market factors
- Companies, brands and innovation
- Retail distribution
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- Figure 3: Distribution of bathroom furniture, fittings and accessories, by value, 2011
- The consumer
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- Figure 4: Households buying bathroom fittings, 2006-10
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- Figure 5: Current ownership of bathrooms – ABs and all, June 2011
- Figure 6: Purchasing and purchasing intentions, bathroom fittings – ABs and all, June 2011
- What we think
Issues in the Market
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- Has the replacement cycle for bathrooms slowed?
- Is innovation helping to add value in bathrooms?
- How much is online shopping influencing retailing of bathrooms?
- Will people turn to DIY more because of the economic situation?
- Are consumers influenced by sustainability and other eco-issues?
Future Opportunities
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- Trend: FSTR/HYPR
- Trend: Minimize Me
Internal Market Environment
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- Key points
- Gradual growth of multiple bathrooms
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- Figure 7: Trends in number of bathrooms in the home, 2006-10
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- Figure 8: Trends in number of bathrooms in the home, by socio-economic group, 2010
- Extensions creating demand
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- Figure 9: Ownership of home extensions, 2006-10
- Bathrooms are complex DIY tasks
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- Figure 10: Trends in agreement with attitudinal statement relating to DIY, 2006-10
- Saving the planet
- New homes more environmentally friendly
Broader Market Environment
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- Key points
- Putting a price on the environment
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- Figure 11: Trends in agreement with attitudinal statements on the home, 2006-10
- The green agenda
- Energy saving recommend
- Environmental compliance
- Just look on the web
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- Figure 12: Broadband penetration, 2004-10
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- Figure 13: Broadband penetration, by age and socio-economic group, 2010
- Economic indicators
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- Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- Smaller households
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- Figure 15: UK households, by size, 2006-16
- More homes will boost demand
- Upwardly mobile population
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- Figure 16: Forecast adult population trends, by socio-economic group, 2006-16
- Fewer house moves
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- Figure 17: Residential property transactions, by quarter, Q1 2006-Q2 2011
Competitive Context
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- Key points
- Bathroom expenditure in the context of other home markets
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- Figure 18: Comparison of bathroom with other household markets, 2006-11
- Small-ticket items outrun major purchases
- Getting out in the garden
- What happens when people don’t move house?
- Treats for the home
- Deferring purchases
- Tougher competition between suppliers
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Overview
- Designer involvement
- Floating in the bath
- A ‘frameless’ wet room
- Aqualisa combines digital shower with bathing
- A soft bath
- Ultra-slim radiators
- Shapely ceramics
- Nova light by Grohe
- Mirror with integrated radio and more
- Deva/Methven introduce new water-saving shower
- Hansgrohe Raindance Shower
- Self-painted bath by Jacuzzi
Market Size and Segmentation
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- Key points
- Weak demand in tough economic conditions
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- Figure 19: The consumer market for bathroom furniture and accessories, 2006-16
- Accessories buck the trend
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- Figure 20: Market breakdown, by bathroom furniture and bathroom accessories, 2007-11
- Complex market with many elements
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- Figure 21: Bathroom furniture market, by category, 2009 and 2011
- Other expenditure
- Outlook
Companies and Products
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- Manufacturers and brands
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- Figure 22: Leading companies in the bathrooms market and their brands, 2011
- Ideal Standard Group
- Jacuzzi UK Group Plc
- Kohler Mira
- Masco Bathroom Group
- Roca
- Showerlux
- Twyford Bathrooms
- Villeroy & Boch (now part of VitrA)
- VitrA UK Ltd
- Roper Rhodes
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- Figure 23: Selected other bathroom suppliers, 2011
Channels of Distribution
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- Key points
- Distribution dominated by builders’ merchants and DIY chains
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- Figure 24: Distribution of bathroom furniture, fittings and accessories, by value, 2011
- Figure 25: Multiple retailers, number of outlets in UK and RoI, May 2011
- Specialists
- DIY stores
- B&Q
- Screwfix
- Homebase
- Wickes
- Builders’ merchants
- Online bathrooms
- Other general retailers
Advertising and Promotion
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- Key points
- Above-the-line expenditure falls
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- Figure 26: Main media advertising expenditure on bathrooms, 2007-10
- Press dominates media choices
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- Figure 27: Main media advertising expenditure on bathroom furniture and accessories, by channel, 2007-10
- Figure 28: Main media advertising expenditure on bathrooms, 2007-10
- Advertising specifics
The Consumer – Ownership and Purchasing
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- Slump in purchasing
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- Figure 29: Consumer purchasing of bathroom fittings, 2006-10
- How bathroom purchases vary by lifestage
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- Figure 30: Bathroom purchases, by lifestage, 2010
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- Figure 31: Bathrooms, ownership and intentions, June 2011
- Who’s planning a new bathroom?
The Consumer – Bathroom Preferences
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- Key points
- Bathroom preferences
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- Figure 32: Attitudes towards bathrooms, June 2011
- Showers are popular
- Making things last
- Functional
- A sanctuary?
- Bathroom as an investment
- Accessories – a girl thing
- How bathroom ownership influences attitudes towards bathrooms
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- Figure 33: Ownership of bathrooms, by most popular attitudes towards bathrooms, July 2011
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- Figure 34: Ownership of bathrooms, by next most popular attitudes towards bathrooms, July 2011
Factors Important for the Next Bathroom
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- Key points
- Factors important for the next bathroom
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- Figure 35: Factors considered important next time buy/renovate a bathroom, June 2011
- Less of a chore
- Modern lines
- Saving the planet?
- Tidy spaces
- A spa at home?
- All built-in
The Consumer – How They Will Shop for the Next Bathroom?
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- Key points
- How they will shop for their next bathroom
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- Figure 36: Shopping for the next bathroom, June 2011
- Installation services are very important
- Make the budget stretch
- No point in waiting about for a deal
- Trust in own judgement
Consumer Typologies
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- Key points
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- Figure 37: Target groups for bathrooms and bathroom accessories, July 2011
- Functional (25%)
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- Figure 38: Features important for next bathroom – Functional, July 2011
- Bathroom Babes (24%)
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- Figure 39: Features important for next bathroom – Bathroom Babes, July 2011
- Tidiers (18%)
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- Figure 40: Features important for next bathroom – Tidiers, July 2011
- Sharers (34%)
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- Figure 41: Features important for next bathroom – Sharers, July 2011
Appendix – Internal Market Environment
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- Figure 42: Number of bathrooms in the home, by demographics, 2010
- Figure 43: Agreement with attitudinal statement relating to DIY, by demographics, 2010
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Appendix – The Consumer– Purchasing Patterns
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- Figure 44: Purchasers of bathroom fittings, by demographics, 2010
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Appendix – Ownership and Purchasing
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- Figure 45: Ownership of bathrooms, by demographics, July 2011
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Appendix – Bathroom Preferences
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- Figure 46: Most popular attitudes towards bathrooms, by demographics, July 2011
- Figure 47: Next most popular attitudes towards bathrooms, by demographics, July 2011
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Appendix – Factors Important for the Next Bathroom
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- Figure 48: Most popular bathrooms and purchasing intentions, by demographics, July 2011
- Figure 49: Next most popular bathrooms and purchasing intentions, by demographics, July 2011
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- Figure 50: Other bathrooms and purchasing intentions, by demographics, July 2011
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Appendix – How Will they Shop for the Next Bathroom?
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- Figure 51: Most popular factors influencing choice of retailer for bathrooms, by demographics, July 2011
- Figure 52: Next most popular factors influencing choice of retailer for bathrooms, by demographics, July 2011
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Appendix – Consumer Typologies
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- Figure 53: Target groups, by demographics, July 2011
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- Figure 54: Ownership of bathrooms, by target groups, July 2011
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- Figure 55: Bathrooms and purchasing intentions, by target groups, July 2011
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- Figure 56: Bathrooms and purchasing intentions, by target groups, July 2011
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- Figure 57: Factors influencing choice of retailer for bathrooms, by target groups, July 2011
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