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  4. > Domestic Conservatory & Glazed Extensions Market Report – UK 2014-2018 Analysis

AMA Research are pleased to announce the publication of the 11th Edition of the ‘Domestic Conservatory & Glazed Extensions Market Report – UK 2014-2018 Analysis’ - incorporating original input and primary research, it represents an up-to-date and comprehensive review of the conservatory market.

The report reviews changes in the conservatory market in domestic applications, assessing how the sector has evolved in terms of a wider range of more bespoke designs (conservatories, orangeries etc.), colour options, bifold doors, higher insulation standards etc.

Key issues reviewed:

• MARKET SIZE - Volumes, Values, Trends, Forecasts.


• PRODUCT MIX – Colours, Styles and Designs


• FRAME MATERIALS - Share by PVCu, Aluminium, Timber - Trends, Forecasts.


• SUPPLY & DISTRIBUTION - Key Suppliers, Channel Shares. etc

The conservatory market has experienced some recovery in 2014, reflecting growing consumer confidence and demand for more creative bespoke designs. Compiled by marketing professionals with experience of the conservatory market, this report reviews these developments, together with analysis of influencing factors and possible future trends in 2015-2018.

Key areas of interest:

• Review of market performance in 2012-2014.


• Product developments – recent trends and future changes – trend towards diversification of styles, orangeries, loggias - glazed/solid roofs etc.


• Market prospects – short and medium term prospects up to 2018 –prospects for recovery in the medium term, growth of Internet.


• Overview of sector including related fittings and accessories – flooring, blinds, underfloor heating etc.


Companies included in this report:

Anglian Windows, Aztec Conservatory Roof Systems, C R Smith, Cambrian Windows, CWG Choices, David Salisbury, Deceuninck, Duraflex, Epwin Holdings, Eurocell Profiles, Europlas, Everest, Griffin Windows, High Tech Windows, Howarth Timber, J.R Willoughby, John Fredericks Plastics, K2 Conservatories, Kawneer UK, LB Plastics, Malbrook, Premier Trade Frames, Profine UK, Quantal, Rehau, Richmond Oak, Safestyle, SAPA Group, Sash UK, Smart Systems, Staybrite, Swift Frame, Synseal, Ultraframe Conservatory Roofs, Vale Garden Houses, Veka, Weatherseal, Wendland Roof Solutions, Zenith, Zoom Conservatory Roof Systems.

Key areas of coverage in the report include:

CONSERVATORY MARKET

• Market size by VALUE - market developments from 2008-2014, analysis and forecast of market trends 2014 - 2018.


• Conservatory market by VOLUME - rapid growth in mid-late 1990s, market conditions from 2008-2014, analysis of volatile situation in 2008 -2013 and recovery in 2014.


• Market sizes by product and material usage - changing mix between PVCu, Timber & Aluminum 2000-2014, strengths and weaknesses of different product/market sectors.


• Future prospects for material usage up to 2018 – prospects for timber, PVCu etc.


• Market penetration levels - current household ownership levels and future developments - saturation levels and limiting factors on long term growth.


• Design changes - growth of bespoke designs /orangeries etc, Planning/Building Regulations, and future trends. Mix changes between Lean-To, Edwardian/Georgian, Victorian etc.


• Analysis of conservatory accessory market sectors including flooring, window coverings/blinds, underfloor heating etc. – market sizes 2008-2018, trends by sector, impact of conservatory market.


DISTRIBUTION AND SUPPLY

• Major suppliers – market shares of leading suppliers, market structure, profiles of major players, strengths and weaknesses. Roofing system suppliers.


• Channels of Distribution - Sales of products by channels of distribution (Garden Centres, Direct Sell Companies, Internet, Conservatory Specialists, Builders etc. Areas of specialisation and analysis of changes.


• Distribution Channel Shares - by volume and value. Growth of Specialists and Internet.


• New build as a market sector - recent trends, changing housing market, longer term potential.


• Distribution structure for PVCu, Aluminum & Timber Conservatories - major differences between material and distribution channel.


• Future prospects for major channels - including analysis of changes in market structure in recent years.


FUTURE PROSPECTS

• General overview of economic climate – irecovery in economy, housing market, consumer confidence etc. - prospects for recovery in the medium term.


• Forecast of key market, product supply and distribution trends up to 2018.

The ‘conservatory’ market was estimated to be worth almost £620m in 2014. Until recently, the UK conservatory market had been in decline for some years, with the aspirational appeal of the traditional conservatory waning in the latter half of the 2000s, a situation which was further exacerbated by the financial crisis. However, 2012/13 saw some recovery in the market.

In 2014, the market is quite sophisticated in terms of product range and offers more options for an individualised project – options now include conservatories, glazed extensions which might have a solid or a glass roof, orangeries, verandas, loggias etc. A combination of a recovery in the economy in general - and the housing market in particular – have helped underpin rising consumer confidence and spending on higher value home improvements – particularly with interest rates so low.

Key product features which have become more important in the conservatory market include improved thermal efficiency, high specification self-cleaning glass, coloured frames, bifold opening doors etc. Substantial product development is ongoing in this market with companies offering wider ranges for an increasing demanding customer base as homeowners look for a more bespoke service.

In terms of frame materials, PVC-U continues to dominate, but timber has a good share, retaining its attraction for many homeowners due to its natural appearance and sustainability credentials. Aluminium remains a more expensive option, though it has retained a niche share in the domestic market – though aluminium bifold doors have gained widespread consumer acceptance. Average prices are critical in the PVC-U sector where volumes have declined significantly and competition is intense. In the high end timber sector, pressure on prices is thought to have been less and margins better, as this sector has held up better in the current and recent economic climate.

Key suppliers are national retail brands and specialist conservatory suppliers. However, in broad terms, the supply structure for conservatories remains very complex and fragmented, reflecting the structure of the replacement window market. The conservatory roof systems sector is dominated in 2014 by two leading players, both of which have expanded in recent years through acquisition.

Main channels of distributions are replacement window companies, garden centres, DIY outlets, conservatory specialists, builders and online. In the ‘self-build’ conservatory sector, the distribution focus has switched from DIY outlets to online conservatory specialists, who offer a wider range of product options than those offered by DIY outlets.

Market improvement in 2015 and beyond is likely to be driven by an improved house moving market, growing consumer confidence and growth in the retrofit/upgrade market – particularly if interest rates remain at historically low levels. However, dramatic increases in volumes or value are not expected in the short–medium term.

Market growth will only be possible if the UK economy sees sustained growth, alongside improvements in the house moving market, disposable incomes, and consumer confidence. As with many consumer products, the ‘upper end’ of the market has generally performed relatively well – particularly in Southern England where house prices, incomes and employment levels are more buoyant.

Also likely to contribute to growth in this market is a rising awareness of the features and benefits of the wide range of products available – often a greater ‘wow’ factor for family/friends with more contemporary designs that feeds through into more recommendations. Work on existing conservatories will become a more important part of the conservatory/glazed installation market in the UK in the coming years, as more homeowners either replace or upgrade older models.

In the longer term, our forecasts indicate steady growth, but we do not expect to see a return to the peak volumes achieved in the early-mid 2000s. The character of this market is likely to continue to change, with both product development and diversification among installers contributing to market development. Finally, consolidation is likely to remain a feature of the conservatory market, though a trend to more bespoke installations provides opportunities for local companies.

Table Of Contents

Domestic Conservatory and Glazed Extensions Market Report - UK 2014-2018 Analysis
1. INTRODUCTION 5
1.1 BACKGROUND 5
1.2 SOURCES OF INFORMATION 5
2. SUMMARY and OUTLOOK 7
3. ECONOMIC ENVIRONMENT 10
3.1 GDP 10
3.2 INFLATION and INTEREST RATES 11
3.3 UNEMPLOYMENT 12
3.4 HOUSEHOLD CONSUMPTION 13
3.5 HOUSING and CONSTRUCTION 13
3.6 STERLING 15
3.7 POPULATION PROFILE 15
3.8 CONCLUSIONS 16
4. MARKET STRUCTURE 17
4.1 MARKET DEFINITION 17
4.2 MARKET SIZE 17
4.2.1 Background 17
4.2.2 Current Trends and Future Growth 19
4.3 MARKET VOLUMES 20
4.3.1 Background 20
4.4 MARKET TRENDS 23
4.4.1 Planning Permission and Building Regulations 24
4.5 CONSERVATORIES AND ENERGY USE 25
4.6 HOUSEHOLD OWNERSHIP LEVELS 25
5. PRODUCTS 29
5.1 PRODUCT TRENDS 29
5.2 FRAME MATERIALS AND GLAZING 30
5.3 ROOF SYSTEMS 33
5.4 CONSERVATORY STYLES AND DESIGNS 35
5.5 OTHER RELATED PRODUCTS 36
5.5.1 Ceramic and Natural Stone Tiles 37
5.5.2 Heating Systems 40
5.5.3 Blinds 42
5.5.4 Others 45
6. SUPPLIERS 47
6.1 SUPPLY STRUCTURE 47
6.2 MARKET SHARES 48
6.3 COMPANY PROFILES 49
6.3.1 Manufacturers 49
6.3.2 Retail Glazing Companies 50
6.3.3 Specialist Roofing Systems Suppliers 55
6.3.4 Window Profile Suppliers 56
7. CHANNELS OF DISTRIBUTION 60
7.1 OVERVIEW 60
7.2 GARDEN CENTRES 65
7.3 REPLACEMENT WINDOW COMPANIES 68
7.4 DIY MULTIPLES 69
7.5 CONSERVATORY SPECIALISTS 70
7.6 OTHER 71
TABLE 1 DOMESTIC CONSERVATORY/GLAZED EXTENSIONS MARKET SIZE AND FORECASTS 2009 -2018 (£M RSP) 7
TABLE 2 GDP DATA - 2011-2014 - KEY CONSTITUENT ELEMENTS 10
CHART 3 INTEREST RATES AND INFLATION (CPI) FROM 1994-2018 12
CHART 4 PDI and SAVINGS RATIO AT CURRENT PRICES 1995-2018 13
TABLE 5 EXCHANGE RATE FLUCTUATIONS 2008-2014 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 15
TABLE 6 DOMESTIC CONSERVATORY MARKET 2009 -2018 (£M RSP) 19
TABLE 7 DOMESTIC CONSERVATORY MARKET 2009 -2018 BY VOLUME 21
CHART 8 HOUSEHOLD OWNERSHIP OF CONSERVATORIES 1990-2014 26
CHART 9 HOUSEBUILDING COMPLETIONS IN ENGLAND - % MIX BY TYPE OF DWELLING (HOUSES/FLATS) 2001-2014 27
TABLE 10 FRAME MATERIAL USAGE - VOLUMES - 1992-2014 30
CHART 11 FRAME MATERIAL USAGE, VOLUME TERMS, 1989-2016 32
CHART 12 CONSERVATORY STYLES 2014 - % SHARE BY VOLUME 35
CHART 13 UK MARKET AND FORECASTS FOR CERAMIC AND NATURAL STONE TILES 2007-2017 - BY VALUE (£M AT MSP) 38
CHART 14 UK MARKET FOR CERAMIC AND PORCELAIN TILES - FLOOR AND WALL MIX 2012 - % BY VALUE 39
CHART 15 UK UNDERFLOOR HEATING MARKET BY VALUE (£M MSP) 2009-2018 41
TABLE 16 UK DOMESTIC BLINDS MARKET AND FORECASTS 2008-2018 - BY VALUE (£ MILLION AT RSP) 43
TABLE 17 UK BLINDS MARKET BY END USE APPLICATION MIX 2007, 2011 and 2013 - % BY VALUE (WINDOWS, CONSERVATORIES, DOORS/ROOFLIGHTS) 45
TABLE 18 CONSERVATORY MARKET 2014 ESTIMATED SHARE BY VALUE 48
CHART 19 UK REPLACEMENT DOOR and WINDOW RETAIL SHARES BY VALUE 2013 51
TABLE 20 RETAIL MARKET SHARE - BY VALUE 2013 52
TABLE 21 CONSERVATORY CHANNELS OF DISTRIBUTION 2001 - 2014 % SHARE BY VOLUME 60
CHART 22 CHANNELS OF DISTRIBUTION - 2014 SHARE BY VALUE 61
CHART 23 DISTRIBUTION OF TIMBER CONSERVATORIES 63
CHART 24 DISTRIBUTION OF PVC-U CONSERVATORIES 64
CHART 25 DIY MULTIPLES MARKET SHARE 2013 69

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