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 bathrooms and accessories, 2007-17
- Figure 2: Consumer spend on bathroom fixtures and fittings, by segment, 2012
- Market factors
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- Figure 3: Number of UK residential property transactions with a value of £40,000 upwards – seasonally adjusted, Q1 2006-Q1 2012
- Companies, brands and innovation
- Retail distribution
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- Figure 4: Distribution of bathroom furniture, fittings and accessories, by value, 2011
- The consumer
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- Figure 5: Bathroom refurbishment activity in the last three years or intended in the next 12 months, June 2012
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- Figure 6: Shopping for bathrooms, own estimates of online spend, June 2012
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- Figure 7: Factors important when next purchasing a bathroom, June 2012
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- Figure 8: Shopping for bathrooms, the customer journey, June 2012
- What we think
Issues in the Market
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- What is the customer journey for bathrooms?
- How much spending for bathrooms goes online?
- Are consumers aware of water-saving possibilities?
- Is demand for cabinet furniture in the bathroom growing?
- Which retailers are gaining share of bathroom retailing?
Trend Application
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- Trend: Extend My Brand
- Trend: Hungry Planet
- 2015 trend: Old Gold
Internal Market Environment
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- Key points
- Number of bathrooms in the home
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- Figure 9: Number of different bathrooms and bedrooms in the home, 2007-11
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- Figure 10: Number of bathrooms in the home, by socio-economic group, 2011
- Extend, don’t move
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- Figure 11: Ownership of home extensions, 2007 and 2011
- Does a bathroom add value to the home?
- Would he tackle a bathroom installation?
- Saving water
- One water label for taps, valves and showerheads
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- Figure 12: European Water Label, 2012
- UK Water Efficient Product Labelling Scheme
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- Figure 13: BMA water efficiency labels, 2012
- Updated water efficiency targets for new homes and conversions
- Water efficiency in the bathroom
Broader Market Environment
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- Key points
- Internet first choice for information
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- Figure 14: Trends in agreement with selected lifestyle statements on other media, 2007-11
- Flat conditions in the housing market
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- Figure 15: Number of UK residential property transactions with a value of £40,000 upwards – seasonally adjusted, Q1 2006-Q4 2011
- Lack of feelgood factor linked to house values
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- Figure 16: Annual change in UK house prices, January 2005-July 2012
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- Figure 17: Housing equity withdrawal, Q1 2005-Q1 2012
- More homes will help boost demand
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- Figure 18: UK households, by size, 2007-17
- More families should boost demand
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- Figure 19: Trends in the age structure of the UK population, 2007-17
- Growth in ABs positive for bathrooms
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- Figure 20: Forecast adult population trends, by socio-economic group, 2007-17
- Interest in the home
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- Figure 21: Agreement with selected lifestyle statements, 2007-11
- 25-34s are home-centric
Competitive Context
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- Key points
- Consumer spending on household products
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- Figure 22: Consumer expenditure on selected household products, 2007-11
- Bathrooms low down the priority list
- Small-ticket items set the pace
- Living rooms are on show
- Things wear out
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Overview
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- Figure 23: Roca’s ’90 Degree’ bathtub.
- Handle-free taps
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- Figure 24: Easy Clean Faucet
- Bath as a design focus
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- Figure 25: Bagno Sasso Bath design
- Wheelchair-accessible bathing system
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- Figure 26: Flume Bathtub
- Heated fog-free bathroom mirrors
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- Figure 27: A mirror that demists
- Hassle-free installation shower enclosures
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- Figure 28: Aqualux, easy installation shower
- Personalised taps
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- Figure 29: Aston Mathews, Personalised taps
- Energy-saving tap
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- Figure 30: Inta, Energy-saving mixer tap
- Bathtubs with built-in lighting system
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- Figure 31: Antonio Lupi, Illuminated bathtubs
Market Size and Segmentation
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- Key points
- Tough times for bathroom sales
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- Figure 32: Consumer spending on bathroom furniture and accessories, 2007-17
- How the market splits
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- Figure 33: Consumer spending on bathroom furniture and accessories, 2008-12
- Many elements make up the bathroom market
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- Figure 34: Bathroom fittings and furniture market, by category, 2010 and 2012
- Outlook
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- Figure 35: Consumer spending on bathrooms and accessories, 2007-17
Companies and Products
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- Manufacturers and brands
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- Figure 36: Leading companies in the bathroom furniture and accessories market and their brands, 2012
- Ideal Standard Group
- Jacuzzi UK Group Plc
- Kohler Mira
- Masco Bathroom Group
- Roca
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- Figure 37: Roca In-drain, 2012
- Roper Rhodes
- Showerlux
- Twyford Bathrooms
- Villeroy & Boch (part of VitrA)
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- Figure 38: Villeroy & Bosch, Vanity unit with extra storage space, 2012
- VitrA UK Ltd
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- Figure 39: Selected other bathroom suppliers, 2012
Channels of Distribution
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- Key points
- Channels of distribution
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- Figure 40: Distribution of bathroom furniture, fittings and accessories, by value, 2011
- Figure 41: Distribution of bathroom furniture, fittings and accessories, by value, 2009 and 2011
- UK retailers with bathroom fixtures, fittings and/or accessories
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- Figure 42: Bathroom retailers, number of outlets in UK and RoI, June 2012
- Specialist retailers dominated by Bathstore
- Big three DIY chains dominate retail sector
- B&Q
- Screwfix
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- Figure 43: Screwfix, Watersmith concept store, Stoke on Trent, 2012
- Homebase
- Wickes
- Builders’ merchants
- Travis Perkins
- Jewson
- Plumbase
- Plumb Center
- Online bathrooms
- Other general retailers
- Next
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- Figure 44: Nextbathrooms.co.uk, 2012
- Tesco
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- Figure 45: Tescobathrooms.com, screen shot, 2012
- Asda
- Other general retailers
Advertising and Promotion
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- Key points
- Advertising expenditure down
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- Figure 46: Main media advertising expenditure on bathroom furniture and accessories, 2008-11
- Above-the-line media dominated by press
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- Figure 47: Main media advertising expenditure on bathroom furniture and accessories, by channel, 2008-11
- Figure 48: Main media advertising expenditure on bathroom furniture and accessories, by top ten companies, 2008-11
- Advertising specifics
- B&Q ‘won’t be beaten on price’
- Bathstore looks at technology behind design
- Victoria Plumb raises profile
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- Figure 49: Victoria Plumb, example of advertisement, 2011
- Aquability aims at the less mobile
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- Figure 50: Aquability, example of press advertisement
The Consumer – Ownership and Purchasing
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- Key points
- Bathrooms, ownership and purchasing
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- Figure 51: Bathrooms, shower rooms, wet rooms or cloakrooms at home – all and ABs, June 2012
- ABs have more bathrooms
- Who purchases bathrooms?
- Six in ten have made some changes to their bathrooms
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- Figure 52: Bathroom refurbishment activity in the last three years, June 2012
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- Figure 53: Bathroom refurbishment activity in the last three years, by socio-economic group, June 2012
- Bathroom plans and intentions
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- Figure 54: Bathroom refurbishment activity planned for the next 12 months, June 2012
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- Figure 55: Bathroom refurbishment activity planned for the next 12 months, by socio-economic group, June 2012
- Are bathrooms staging a comeback?
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- Figure 56: Bathroom refurbishment activity in the last three years and next 12 months, June 2012
The Consumer – The Customer Journey When Buying Bathrooms
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- Key points
- How they shopped
- Shopping for bathroom accessories
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- Figure 57: Shopping for bathroom accessories, use of the internet, June 2012
- Shopping for bathrooms
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- Figure 58: Shopping for bathrooms, the customer journey, June 2012
- Four in ten bought goods themselves
- Did they buy sets?
- Who arranges the fitter?
- Multiples outplay bathroom specialists
The Consumer – Bathroom Spending Online
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- Key points
- Bathroom spending online
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- Figure 59: Shopping for bathrooms, own estimates of online spend, June 2012
The Consumer – Factors Influencing Choice of Bathrooms
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- Key points
- Factors influencing choice
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- Figure 60: Factors important when next purchasing a bathroom, June 2012
- Cut down the running costs
- Low awareness of water efficiency labels
- Sustainable products
- Make life easier
- Stylish designs
- Building in accessories
- Great functionality
The Consumer – Target Groups
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- Target customers for bathrooms
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- Figure 61: Bathrooms, target groups, June 2012
- Basic-bathrooms (38%)
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- Figure 62: Factors influencing choice of bathrooms, Basic-bathrooms, June 2012
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- Figure 63: How they shopped for bathrooms, Basic-bathrooms, June 2012
- Sparklers (21%)
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- Figure 64: Factors influencing choice of bathrooms, Sparklers, June 2012
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- Figure 65: How they shopped for bathrooms, Sparklers, June 2012
- Eco-warriors (13%)
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- Figure 66: Factors influencing choice of bathrooms, Eco-warriors, June 2012
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- Figure 67: How they shopped for bathrooms, Eco-warriors, June 2012
- Style-conscious (28%)
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- Figure 68: Factors influencing choice of bathrooms, Style-conscious, June 2012
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- Figure 69: How they shopped for bathrooms, Style-conscious, June 2012
Appendix – Broader Market Environment
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- Figure 70: Number of different bathrooms in the home, by demographics, 2011
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Appendix – The Consumer – Ownership and Purchasing
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- Figure 71: Bathrooms, shower rooms, wet rooms or cloakrooms at home, by demographics, June 2012
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- Figure 72: Bathroom purchasing and purchasing intentions, by demographics, June 2012
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- Figure 73: Bathroom purchasing and purchasing intentions, by demographics, June 2012
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- Figure 74: Bathroom purchasing and purchasing intentions, by demographics, June 2012
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- Figure 75: Bathroom purchasing and purchasing intentions, by demographics, June 2012
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Appendix – The Consumer – The Customer Journey When Shopping for Bathrooms
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- Figure 76: How they shopped for bathrooms, in-store and online, by demographics, June 2012
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- Figure 77: Most popular details of the bathroom shopping process, by demographics, June 2012
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- Figure 78: Most popular details of the bathroom shopping process, by demographics, June 2012
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Appendix – The Consumer – Bathroom Spending Online
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- Figure 79: Online spending for bathrooms, by demographics, June 2012
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Appendix – The Consumer – Factors Influencing Choice of Bathrooms
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- Figure 80: Most popular factors influencing purchases of bathrooms, by demographics, June 2012
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- Figure 81: Next most popular factors influencing purchases of bathrooms, by demographics, June 2012
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- Figure 82: Other factors influencing purchases of bathrooms, by demographics, June 2012
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Appendix – The Consumer - Target Groups
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- Figure 83: Target groups, by demographics, June 2012
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