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Bathroom Market Report - UK 2015-2019 Analysis

  • December 2015
  • 102 pages
  • AMA Research
Report ID: 3516823


Table of Contents

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:


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.


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.


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.


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.


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.

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