Table of Contents
Executive Summary
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- Growth of 22% predicted over five years
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- Figure 1: Consumer spending on kitchens and kitchen furniture, 2010-20
- Segmentation
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- Figure 2: Consumer spend on kitchen furniture, by segment, 2014 (est)
- DIY retailers account for 18.5% of the market
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- Figure 3: Distribution of kitchen furniture by retailer, 2014 (est)
- Buoyant housing market stimulates interest in kitchens
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- Figure 4: Kitchen refits and repairs in the last three years, July 2015
- Complex decision process
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- Figure 5: The customer journey, July 2015
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- Figure 6: Where they bought kitchen furniture, July 2015
- Price and value but people count too
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- Figure 7: Factors influencing choice of retailer/supplier of kitchen furniture, buyers, July 2015
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- Figure 8: Factors influencing choice of retailer/supplier of kitchen furniture, non-buyers, July 2015
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- Figure 9: Customer preferences when shopping for kitchens, July 2015
- What we think
Issues and Insights
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- 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
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- Growth of 22% 2015-20
- Changing housing structure
- Segmentation
- Style trends
Market Size and Forecast
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- 2014-15 returns to growth
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- Figure 10: Consumer spend on kitchens, 2010-20
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- Figure 11: Consumer spend on kitchens, 2010-20
Segment Performance
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- Figure 12: Consumer spend on kitchen furniture, by segment, 2014 (est)
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- Figure 13: Consumer spend on kitchen furniture, by segment, 2014 (est)
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Market Drivers
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- Cooking and eating habits
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- Figure 14: Cooking and eating habits, July 2015
- Home baking is popular
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- Figure 15: Frequency of baking at home, March 2014
- Household composition is changing
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- Figure 16: Families in the UK: by family type in 2004 and 2014
- Housing market
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- Figure 17: Property transactions, UK, December 2013-June 2015
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- Figure 18: UK Property transactions by country, 2010-14
- The buy-to-let effect
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- Figure 19: Housing tenure, UK, June 2015
- Home improvements
- House prices rise fastest in London
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- Figure 20: UK house price rises, 2013- 2014
Key Players – What You Need To Know
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- Highly competitive marketplace
- Retailers continue to innovate
- Three major suppliers
- Wren and Ikea advertising boost
Channels of Distribution
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- 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
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- Figure 21: Distribution of kitchen furniture by retailer, 2014 (est)
- Key suppliers and their brands
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- Figure 22: Major kitchen furniture suppliers, turnover, summary 2010-14
Launch Activity and Innovation
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- 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
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- Figure 23: ICON sink with fold-away tap, August 2015
- Sliding doors in the kitchen
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- Figure 24: Topline L sliding doors, August 2015
Brand Communication and Promotion
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- Advertising leaps in 2014
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- Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on kitchens, 2011-14
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- 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
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- 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
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- 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
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- Figure 29: Kitchen refits and repairs in the last three years, July 2015
- Regional variations
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- Figure 30: Kitchen refits and repairs in the last three years, by region, July 2015
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The Customer Journey
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- 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
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- Figure 31: The customer journey, June 2014
Where They Bought Kitchen Furniture
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- B&Q is way out in front
- Intensifying competition
- Independents will differentiate
- Retailers to watch
- Online selling will grow
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- Figure 32: Where they bought kitchen furniture, July 2015
Factors Influencing Choice of Retailer/Supplier of Kitchen Furniture
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- The price/value equation
- One-stop shopping
- People count
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- 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
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- Stores are preferred to online for kitchen shopping
- Online popular for getting ideas
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- Figure 35: Shopping preferences for kitchen furniture, in-store vs online, July 2015
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- Figure 36: Shopping preferences for kitchen furniture, browsing with and without speaking to staff, July 2015
- Comparing online to catalogue browsing
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- Figure 37: Shopping preferences for kitchen furniture, browsing online or in catalogues, July 2015
- Customer reviews are a quality check
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- Figure 38: Shopping preferences for kitchen furniture, customer reviews, July 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Market sizing and segment performance
- Fan chart forecast
- Abbreviations
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