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Bathroom Market Report - UK 2015-2019 Analysis

  • December 2015
  • -
  • AMA Research
  • -
  • 102 pages

AMA Research have published the 15th edition of the 'Bathroom Market Report – UK 2015-2019 Analysis'. Written by marketing professionals with considerable experience of the bathroom products industry, this report provides suppliers with a detailed and comprehensive review of this changing market. The report incorporates original input and primary research, both qualitative and quantitative.Key issues covered:

Market overview and detailed assessment of key product sectors - market size, end uses (commercial/domestic), product mix, market shares.
Baths and sanitaryware - market size by volume/value, sales by sector, international trade, installation trends, market shares and distribution channels.
Taps and mixers - market size volume/value, sales by sector, product mix etc.
Bathroom accessories - fittings, heated towel warmers, toilet seats, mirrors and scales, bath panels etc.
Bathroom furniture - fitted & modular - market size, key trends, suppliers.
Whirlpools and spa systems - market size, product trends, key suppliers.

Key areas of insight include:

Consumers increasingly invest in coordinating designs offering longevity and luxury, and demand quality products that will last.
Minimalist styles remain popular but with a focus on the overall finish providing a clutter-free environment. Invisible storage solutions important, bathroom furniture often complements kitchen designs.
Manufacturers are creating greater product differentiation through more distinctive designs, and materials often have a natural appearance and/or texture, with subtle use of colour in soft, neutral tones.
Digital and advanced technology is important in the modern bathroom as consumers become more aware of digital controls and also of the ‘smart home’ concept, adding value to the market.
With the recent introduction of the Water Label, consumers are more aware of environmental impacts. As a result water efficient bathroom equipment is in greater demand.
With an ageing UK population, a growing number of ‘inclusive’ bathroom products now combine style with ease of use.

Some of the companies included:

Ambiance Bain, Aqualona Products, Argos, Armitage Shanks, B&Q, BathEmpire.com, Bathrooms International, Bathstore, BCG, Be Modern, Bemis, Bette GmbH & Co, BHL, Bristan Group, Bronte Whirlpools, Carron Bathrooms, Castello Baths, Claytan Group, Cooper Callas, CP Hart, Crosswater, Croydex Group, Duravit, Eurobath, F&P Wholesale, Frontline Bathrooms, Grafton Group, Graham, Grohe, Hansgrohe, Heat and Plumb, Heritage Bathrooms, Homebase, Homestyle, Ideal Bathrooms, Ideal Standard, Imperial Bathroom Company, Intatec, Jacuzzi UK, John Lewis, Kaldewei UK, Kohler UK, Laufen, Lecico, Mark Two, Masco, Mereway Bathrooms, Metalkris, Methven UK, Montrose Furniture, Myson, Next, Pegler Yorkshire, Pioneer Bathrooms, PJH Group, Plumbworld, Porcelanosa UK, RAK Ceramics UK, Renaissance Baths, Reva Industries, Ripples, Roca, Roper Rhodes, Saint-Gobain Group, Samuel Heath, San Lamere UK, Sanitec, Screwfix, Shades Bathrooms, Svedburgs, Symphony, Tavistock Bathrooms, TCL Manufacturing, Thomas Dudley, Toto, Travis Perkins, Trojan Plastics, Twyford Bathrooms, Ultra Finishing, Utopia, Vado, Victoria & Albert, Victoria Plumb, Villeroy & Boch, VitrA UK, Wirquin, Zehnder Group UK.

Key areas covered in the report include:

BATHS AND SANITARYWARE

Market size by volume and value, rates of change, trends and forecasts through to 2019.
Sales by sector including new build, commercial and replacement purchases.
Import and export trends including the influence of imports.
Mix of baths and sanitaryware sales including product trends in terms of design, materials used, the increasing use of oval and angular shapes and natural finishes.
Review of the commercial sector.
Market shares and key company profiles, including importers.
Distribution channel shares including trends and key companies per channel.
Installation and specification trends including the growing influence of the consumer.

TAPS AND MIXERS

Market size by volume and value, rates of change, trends and forecasts through to 2019.
Sales by sector including new build, commercial and replacement purchases.
Import and export trends including the growing influence of imports.
Mix of basin/bath/sink sales including product trends by finish and design. The growth of water saving devices and digital technology.
Market shares and key company profiles.
Distribution channel shares including trends and key companies per channel.

ACCESSORIES

Market size by product group – fittings, heated towel warmers, toilet seats, mirrors and scales, bath panels.
Market size, trends and forecasts through to 2019.
Products trends by materials used and design. Including space-efficient accessories and the growth of technology within product design.
Supply structure including market shares and key company profiles.
Distribution channel shares including DIY multiples, department stores, bathroom specialists, merchants and online retailers.

FURNITURE - FITTED AND MODULAR

Market size by value, rates of change, trends and forecasts through to 2019.
Product trends and market developments by finish, materials used and design.
Key suppliers, including market positions and strengths.
Distribution channel shares including DIY multiples, merchants, bathroom specialists, department stores, and online retailers.

WHIRLPOOLS AND SPA SYSTEMS

Market size by value, rates of change, trends and forecasts.
Product trends and key influences in the market, including growth of hybrid products.
Key suppliers, including market positions and strengths.

Distribution trends and future prospects.

The bathroom products market is estimated to have grown by around 5% reflecting the continued steady improvement in the UK economy and in the building and home improvement markets in particular. The market has seen a steady increase since 2013, following a comparatively volatile period in terms of market performance, and the outlook for the UK bathroom products market in 2016 looks positive with good growth anticipated into the medium-longer term. By 2019, the market value is forecast to have increased by 14% compared to 2015. There continues to be a significant number of imports from low cost countries, particularly from China, Egypt and Eastern Europe. Imports continue to account for a sizeable proportion of bathroom products sold in the UK, exposing the market to a high level of price competition.

With the recovery in the UK economy, the number of bathroom products installed in new housing has seen an increase. This has particularly benefitted bath and sanitaryware sales, with the majority of new build homes with 2+ bathrooms and a cloakroom area. The recent increase in consumer confidence levels have resulted in a growing number of homeowners looking to refurbish their property. This is particularly the case with people who have plenty of equity in their home or those with savings seeing it as a better way to make a return on their investment. Sustainability and water efficiency has become a major concern with UK householders; they have become more aware of the environmental impact of components that make up their homes. As a result, water efficient bathroom products are in greater demand.

In addition, demand for ‘inclusive’ bathroom solutions is growing as the UK population ages and the number of people with disabilities increase. The trend towards ‘care in the community’ has resulted in increasing numbers of elderly and disabled people living at home, creating demand for accessible solutions that make the bathroom easier to use and also more functional. The trend towards ‘multigenerational living’ has also positively impacted on demand for ‘inclusive’ solutions that ‘future-proof’ bathroom areas used by all members of the family, irrespective of their age or ability. With an increasing UK population and a smaller average household size, there is a high proportion of houses, flats and apartments with small bathrooms. Products such as compact wall-hung sanitaryware, slim-line wash basins, the space-saving shower bath, short-projection furniture etc. are increasingly popular.

In terms of future prospects, minimalist styles will remain popular with more focus on the overall finished look providing an ordered, clutter-free environment and demand for better quality bathroom products with additional features is expected to increase. Modern, digital and advanced technology will also become more important as consumers become increasingly aware of the benefits of digital wireless control and also of the ‘smart home’ concept. The bathroom products market will continue to fragment and the number of own-label products, often sold via the internet, is likely to increase. Competition from non-UK suppliers is also likely to grow as they increasingly develop their own concepts and designs rather than providing copies of existing products. In addition, pricing pressures are likely to remain intense due to significant levels of imported product and the growing number of competitive distribution channels such as the internet, DIY multiples and multiple retailers.

Table Of Contents

Bathroom Market Report - UK 2015-2019 Analysis
1. INTRODUCTION 7
1.1 BACKGROUND 7
1.2 SOURCES OF INFORMATION 7
2. SUMMARY and FUTURE PROSPECTS 9
2.1 SUMMARY 9
2.2 KEY TRENDS 10
2.3 FUTURE PROSPECTS 11
3. ECONOMIC ENVIRONMENT 13
3.1 GDP 13
3.2 INFLATION and INTEREST RATES 14
3.3 UNEMPLOYMENT 15
3.4 HOUSEHOLD CONSUMPTION 16
3.5 HOUSING and CONSTRUCTION 16
3.5.1 New House Build 17
3.5.2 House-Moving Levels 17
3.5.3 Value of Housing Output - New Work and RMI 18
3.5.4 Value of Public Sector Non Housing Output 19
3.5.5 Households 20
3.6 STERLING 21
3.7 POPULATION PROFILE 21
3.8 CONCLUSIONS 22
4. OVERALL BATHROOM PRODUCTS MARKET 23
5. BATHS and SANITARYWARE 25
5.1 MARKET OVERVIEW 25
5.1.1 Definition 25
5.1.2 Market Size 2010 - 2019 25
5.1.3 Market Background 26
5.1.4 Future Prospects 26
5.2 IMPORTS AND EXPORTS (EU, NON-EU) 27
5.2.1 Overall Levels 27
5.2.2 Imports 29
5.2.3 Exports 31
5.3 MARKET TRENDS 32
5.3.1 Household Penetration 32
5.3.2 Type of Installation (New Build, Replacement, Commercial) 34
5.3.3 RMI Trends 35
5.3.4 New Build Trends 36
5.3.5 Commercial Trends 37
5.3.6 Installation and Specification Trends 38
5.4 PRODUCT TRENDS 39
5.4.1 Baths 39
5.4.2 Wash Basins and Pedestals 44
5.4.3 WC Suites 45
5.4.4 Bidets and Shower Toilets 47
5.4.5 Installation Frames 48
5.5 KEY SUPPLIERS OF BATHS AND SANITARYWARE 48
5.5.1 Market Shares 48
5.5.2 Key Company Profiles 49
5.5.3 Other Suppliers 52
5.6 DISTRIBUTION 55
5.6.1 Channel Shares 55
5.6.2 Key Companies 56
6. TAPS AND MIXERS 62
6.1 MARKET OVERVIEW 62
6.1.1 Definition 62
6.1.2 Market Size 2010 - 2019 62
6.1.3 Market Background 63
6.1.4 Future Prospects 63
6.2 IMPORTS AND EXPORTS 64
6.3 TYPE OF INSTALLATION 65
6.4 PRODUCT TRENDS 66
6.4.1 Product Mix 66
6.4.2 Product Finish 67
6.4.3 Taps and Mixers 68
6.4.4 Bath/Shower Mixers 70
6.5 KEY SUPPLIERS OF TAPS AND MIXERS 70
6.5.1 Market Shares 70
6.5.2 Key Companies 71
6.5.3 Other Suppliers 72
6.6 DISTRIBUTION 74
6.6.1 Channel Shares 74
6.6.2 Companies 75
7. BATHROOM ACCESSORIES 76
7.1 MARKET OVERVIEW 76
7.1.1 Definition 76
7.1.2 Market Size 2010 - 2019 76
7.1.3 Market Background 77
7.1.4 Future Prospects 77
7.2 PRODUCT TRENDS 78
7.2.1 Product Mix 78
7.2.2 Fittings 79
7.2.3 Heated Towel Warmers 80
7.2.4 Toilet Seats 81
7.2.5 Mirrors and Scales 82
7.2.6 Bath Panels 83
7.3 KEY SUPPLIERS OF BATHROOM ACCESSORIES 84
7.3.1 Market Shares 84
7.3.2 Companies 85
7.4 DISTRIBUTION 86
8. BATHROOM FURNITURE 88
8.1 MARKET OVERVIEW 88
8.1.1 Definition 88
8.1.2 Market Size 2010 - 2019 88
8.1.3 Market Background 89
8.1.4 Future Prospects 89
8.2 PRODUCT TRENDS 90
8.2.1 Product Mix 90
8.2.2 Design Trends 91
8.3 KEY SUPPLIERS OF BATHROOM FURNITURE 92
8.4 DISTRIBUTION 94
9. WHIRLPOOLS AND SPAS 96
9.1 MARKET OVERVIEW 96
9.1.1 Definition 96
9.1.2 Market Size 96
9.1.3 Market Background 97
9.1.4 Future Prospects 97
9.2 PRODUCT TRENDS 99
9.3 KEY SUPPLIERS OF WHIRLPOOLS AND SPAS 100
9.4 DISTRIBUTION 102CHART 1 UK BATHROOM PRODUCTS MARKET BY VALUE (MSP) 2010-2019 9
TABLE 2 GDP DATA - 2012-2015 - KEY CONSTITUENT ELEMENTS 13
CHART 3 INTEREST RATES AND INFLATION (CPI) FROM 2000-2019 15
CHART 4 PDI and SAVINGS RATIO AT CURRENT PRICES 2000-2019 16
TABLE 5 UK HOUSE BUILDING COMPLETIONS 2010-2016 (‘000 DWELLINGS) 17
TABLE 6 UK RESIDENTIAL PROPERTY TRANSACTIONS VALUED AT £40K OR ABOVE 2010-2014 18
TABLE 7 UK NEW HOUSING AND RMI OUTPUT (£M) 2010-2016 19
TABLE 8 UK STOCK OF DWELLINGS 2009-2013 20
TABLE 9 UK AVERAGE HOUSEHOLD SIZE 1971 AND 2013 20
TABLE 10 EXCHANGE RATE FLUCTUATIONS 2010-2016 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 21
CHART 11 UK BATHROOM PRODUCTS MARKET BY VALUE (£M MSP) 2010-2019 23
CHART 12 UK BATHROOM PRODUCTS % PRODUCT MIX BY VALUE 2014 24
TABLE 13 UK BATHS and SANITARYWARE MARKET 2010 - 2019 (£M MSP) 25
TABLE 14 UK BATHS AND SANITARYWARE MARKET 2010 AND 2014 (000'S) 26
TABLE 15 IMPORTS AND EXPORTS OF BATHS AND SANITARYWARE 2014 (£M) 28
CHART 16 IMPORTS OF BATHS AND SANITARYWARE 2002 - 2014 29
TABLE 17 IMPORTS OF CHINA, PORCELAIN AND OTHER CERAMIC SANITARYWARE 2008-2014 (£M) 30
TABLE 18 IMPORTS OF BATHS 2010-2014 (£M) 31
CHART 19 EXPORTS OF BATHS AND SANITARYWARE 2002 - 2014 32
TABLE 20 UK BATHS and SHOWER CONTROLS OWNERSHIP % MIX BY TYPE 2014 33
CHART 21 UK HOUSEHOLDS WITH SECONDARY AMENITIES % BY TENURE (PRIVATE, SOCIAL) 2014 34
CHART 22 UK BATHS AND SANITARYWARE % MARKET MIX BY TYPE OF INSTALLATION (REPLACEMENT, NEW BUILD, COMMERCIAL) 2014 35
CHART 23 UK BATHS % MARKET MIX BY TYPE (SINGLE ENDED, DOUBLE ENDED, CORNER, SHOWER, OTHER) 2014 40
CHART 24 UK BATHS % MARKET MIX BY MATERIAL (ACRYLIC, COMPOSITE, STEEL, CAST IRON) 2014 42
CHART 25 UK BATHS and SANITARYWARE SUPPLIERS % MARKET SHARES BY VALUE 2014 49
CHART 26 UK BATHS AND SANITARYWARE MARKET % CHANNEL SHARE 2014 55
TABLE 27 UK TAPS AND MIXERS MARKET 2010 - 2019 (£M MSP) 62
TABLE 28 IMPORTS and EXPORTS OF TAPS AND MIXERS 2014 (£M) 64
TABLE 29 IMPORTS and EXPORTS OF TAPS AND MIXERS 2008-2014 (£M) 65
CHART 30 UK TAPS AND MIXERS % MARKET MIX BY TYPE OF INSTALLATION (REPLACEMENT, NEW BUILD, COMMERCIAL) 2014 66
TABLE 31 UK TAPS AND MIXERS % PRODUCT MIX BY VOLUME 2014 67
CHART 32 UK TAPS AND MIXERS SUPPLIERS % MARKET SHARES BY VALUE 2014 71
CHART 33 UK TAPS AND MIXERS MARKET % CHANNEL SHARE 2014 75
TABLE 34 UK BATHROOM ACCESSORIES MARKET (£M MSP) 2010-2019 76
CHART 35 UK BATHROOM ACCESSORIES % PRODUCT MIX BY VALUE 2014 78
TABLE 36 UK BATHROOM ACCESSORIES SUPPLIERS % MARKET SHARES BY VALUE 2014 85
TABLE 37 UK BATHROOM ACCESSORIES % CHANNEL SHARE 2014 86
TABLE 38 UK BATHROOM FURNITURE MARKET (£M MSP) 2010-2019 88
CHART 39 UK BATHROOM FURNITURE % PRODUCT MIX BY VALUE 2014 90
TABLE 40 UK BATHROOM FURNITURE % CHANNEL SHARE 2014 94
TABLE 41 UK WHIRLPOOL/SPA MARKET (£M MSP) 2010-2019 97

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