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AMA Research have published the third edition of the report 'Inclusive Bathroom and Kitchen Products Market Report - UK 2014-2018 Analysis'. Consumer demand for inclusive bathroom and kitchen products is growing as the population ages and the number of people with disabilities increase. In addition there is an emerging trend towards multi-generational households in the UK.

The report analyses the current trends by product including comment on future prospects and implications for manufacturers and the industry as a whole. Written by marketing professionals with considerable experience of the bathroom products industry, this report provides both manufacturers and specialist suppliers a detailed and comprehensive review of this growing market.

The report covers the following product sectors:


• TOILET FACILITIES – including wash basins, WC pans and cisterns, Doc M WC packs.


• BRASSWARE – including taps and mixers, bath/shower mixers.


• BATHS – including walk-in and low level baths.


• SHOWERING FACILITIES – including shower controls, enclosures, cubicles, trays, wet room equipment, Doc M shower packs.


• ACCESSORIES – including grab rails, hinged support rails, toilet seats, shower seats etc.


• KITCHEN PRODUCTS - kitchen taps, shallow depth sinks, rise and fall units etc.

The outlook for the UK inclusive bathroom and kitchen products market in 2014 and 2015 remains positive, with the continuing recovery in the UK economy and the related upturn in housebuilding and consumer confidence. With an increasing number of elderly and disabled people in the UK, the growing demand for inclusive bathroom and kitchen products looks set to continue, supporting the market in the medium to longer term.

Key trends include:

• Demand will be supported by the emerging trend towards multi-generational households with properties adapted inclusively to suit the needs of all family members.


• There is a growing demand for both functional and attractive inclusive designs that will both ‘future-proof’ and add value to properties.


• The trend towards care in the community has resulted in a significant increase in the number of elderly and disabled people living independently at home. Inclusive adaptations are required to assist with their everyday requirements.


• With the requirements of Part M and the Lifetime Homes Standard, inclusive products are progressively installed in a wider range of end-use applications.


• With the growing popularity of showering, practical wetroom solutions and easy access walk-in shower enclosures are in greater demand.


• Technological improvements and ergonomic designs also continue to add value to this market sector.


Companies included:

Abacus Healthcare, Absolute Mobility, AKW, Aquability, Armitage Shanks, ASM Medicare, Astor Bannerman, Autumn UK, Barwood Products, Bathex, Bemis, Bristan Group, Broughton Crangrove, Galley Matrix, Carron Bathrooms, Chiltern Invadex, Claygate Distribution, Contour Showers, Coram Showers, Croydex, Dahll, Deva, Disability Needs, Easibathe, Eurocare Showers, F&P Wholesale, Franke Sissons, Gainsborough Baths, Geberit, Gordon Ellis, Grohe, Hafele UK, Healey & Lord, Heritage Bathrooms, Home Independence Services, Ideal Standard UK, Impey Showers, Impulse Bathroom Products, Intatec, Keuco, Kingkraft, Kohler Mira, Lakes Bathrooms, Lecico, Mountway, Myco, N&C Phlexicare, Neaco, Neville Lumb, Pland Stainless, Plumb Center, Plumbase, Practical Bathing, Premier Bathrooms, Pressalit Care, Procare, RAK Ceramics UK, Redring, Renaissance Baths, Reva Industries, Robert Lee, Sanitary Appliances, Sanitec Corporation, Scanflex, Sunrise Medical , TC Bathrooms, The PJH Group, Total Hygiene, Triton Showers, Twyford Bathrooms, Vitra UK, Wirquin.

Key areas of coverage in the report include:

MARKET OVERVIEW AND TRENDS

• Overall market size by value, rates of change, current trends and future prospects, key criteria of influence etc. Forecast to 2018.


• Social and demographic trends, ageing population - including growth of population in 65+ age category, numbers who are aged 85+, financial situation, proportion of elderly people living alone, life expectancy trends, disability-free life expectancy, multi-generational households etc.


• Disabled population – including numbers and trends, care in the community, Disabled Facilities Grant Programme, Care and Support Specialised Housing Fund etc.


• Legislative changes – including 2014 Care Act, Document Part M and Document Part G requirements, Lifetime Homes Standards and likely impact of the 2015 Housing Strategy etc.


PRODUCT TRENDS

• Overall product mix – by value and share.


• Product issues – safety, restricted bending and reach, limited hand dexterity, visual clarity, memory, size and weight etc.


• Key design trends by product sector – importance of safety features, thermostatic control, Doc M requirements, shift towards wetroom solutions and walk-in showering areas, movement towards more stylish shapes, ergonomic designs for ease of use, digital technology, hygiene concerns etc.


SUPPLIER TRENDS

• Market shares of leading inclusive bathroom and kitchen product manufacturers.


• Review and analysis of leading suppliers, including company profile, turnover, key product areas etc.


• Summary of 50+ other specialist suppliers.


DISTRIBUTION

• Distribution structure – direct sales, merchants/distributors, other channels of supply.


• Direct sales - including specialists who supply direct, services offered.


• Merchants/Distributors – key players, brands supplied etc.


• Other channels – DIY multiples, mail order catalogues, emergence of specialist online retailers.


INSTALLATION / SPECIFICATION

• Installation – trend towards GSI, part of specialist ‘package’.


• Specification – domestic refurbishment, new build, key influencers/decision makers.


END USE SECTORS

• Application mix – domestic housing, non residential applications.


• Domestic housing – including housing stock trends, private housing, social housing, extra care sector, residential and nursing homes.


• Non residential - including overall performance and forecasts, health, education, entertainment and leisure sectors etc.

With the ageing UK population and the increasing number of people with disabilities, inclusively designed bathroom and kitchen products have been progressively installed in in UK homes. In 2014, the inclusive bathroom and kitchen products market has an estimated value of around £152 million at Manufacturers Selling Prices (MSP). This represents an increase of around 2% when compared to the market size in 2013.

Between 2009 and 2012, the UK inclusive bathroom and kitchen products market was comparatively volatile - in line with the uncertain economic situation at this time. However, since 2013 the market for these inclusively designed products has seen a notable increase, with demand picking up as the economy improves. This growth can be partly attributed to several changes in legislation that have been introduced by the Government in recent years and the growing number of elderly and disabled people. In addition there has also been a trend towards multi-generation households in the UK.

The showering facilities sector dominates the industry's sales as many baths are now being replaced by easy access shower enclosures and wetroom areas. This is followed by bathroom accessories, toilet facilities, bathroom brassware and baths. In addition, inclusive kitchen facilities (excluding appliances) are estimated to be £29m at MSP.

A significant proportion of the inclusive bathroom and kitchen products market represents direct sales from the specialist manufacturer or supplier to the end-user, which is common practice with specialised products. Other channels include merchants and distributors plus DIY multiples, many who offer own branded goods. In addition, the level of inclusive bathroom and kitchen products sold via online retailers has seen significant growth in recent years.

Key trends include the UK population getting older and the number of multi-generation households in the UK increasing. The number of people aged 65 and over has increased by 17.3% since 2003 and the fastest growing household type in 2013 was households containing two or more families. The shortage of affordable housing and elderly relatives in need of care are driving more families to house three generations in one property.

There are around 11.6 million people with a limiting long term illness, impairment or disability in the UK or around 18 percent of the UK population. Nearly 60% of these disabled people have mobility issues. The trend towards care in the community has resulted in increasing numbers of elderly and disabled people that remain living at home. These people require inclusive adaptations to assist them with their everyday requirements.

The inclusive bathroom and kitchen market has been positively impacted the trend towards product solutions that are suitable for all users. As such, inclusive bathroom and kitchen products have become much more aesthetically pleasing. The focus is on functionality but style is also now an equally important consideration. With revisions to Part M of the Building Regulations and the Lifetime Homes Standard, inclusive products have been progressively installed in a wider range of end-use applications. These include domestic homes and commercial environments such as hospitals and schools.

With an increasing number of elderly and disabled people in the UK, the growing demand for inclusive bathroom and kitchen products looks set to continue. The outlook for the UK inclusive bathroom and kitchen products market in Q4-2014 remains positive, with the continuing recovery in the UK economy and the related upturn in housebuilding and consumer confidence. However, with the election in mid-2015, uncertainties do exist regarding Government policy after this time.

Demand will also be supported by the emerging trend towards multi-generation households. These properties would need to be adapted inclusively to suit the needs of all family members – young or old. With Part M and Lifetime Homes requirements, inclusive bathroom and kitchen products will progressively be installed in a wider range of end-use applications. These will include domestic homes and non-residential applications such as hospitals and schools.

There also continues to be a very large demand for disability adaptations in existing homes. It is estimated that around 140,000 major adaptations (worth £1,000+) are completed each year in the UK. Government funding for the Disabled Facilities Grant programme is set to rise to £220 million in the 2015-16 funding period. Under the 2014 Care Act, housing is likely to be considered in the delivery of care and should form part of the definition of ‘well-being’. This is because by increasing mobility, accessibility and comfort, housing adaptations enable older and disabled people to remain healthy and independent at home.

The aesthetic quality of adaptations will be improved with better commercial appeal and likelihood of use. An increasing number of inclusive adaptations will be designed for people’s homes and not as medical equipment for a hospital setting. As aesthetics increase in importance, there will be an increased focus on quality and design. Flexibility, durability and ease of use will also become key requirements and should support the shift towards higher value products. Specialist suppliers will focus on customer advice and support as the older generation is more resistant to change but is more likely to respond to knowledgeable sales people. There will be a growing demand for ‘specify, supply and fit’ services.

Technological improvements such as rimless WC pans with low flush technology, digital shower controls, shower toilets, automatic rise and fall kitchen units, and TMV3 approved thermostatically controlled mixer taps will also add value to this market sector. Wetroom products and walk-in level access showering areas will progressively replace baths as they offer a much more practical and accessible alternative. This will particularly be the case with people in the 65-75 age category who are more familiar and comfortable with showering.

Inclusive bathroom and kitchen products will become more widely available with a growing number of specialists, online retailers, merchants and distributors specialising in this sector and offering own brand products. In addition, the types of products or packages on offer will widen to more specifically target certain end user groups, reflecting an increasing maturity in the market place. It is likely that manufacturers will increasingly consider inclusive attributes when designing every aspect of the modern bathroom. New design techniques will be used to make the product development process more user-centred.

By 2018 it is estimated that the UK inclusive bathroom and kitchen products market will be worth some £182 million. This represents an increase of around 20% when compared to the estimated market size in 2014.

Table Of Contents

Inclusive Bathroom and Kitchen Products Market Report - UK 2014-2018 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
3.6 STERLING 18
3.7 POPULATION PROFILE 18
3.8 CONCLUSIONS 19
4. UK INCLUSIVE BATHROOM AND KITCHEN MARKET 20
4.1 DEFINITION 20
4.2 MARKET OVERVIEW 20
4.2.1 Market Size 20
4.2.2 Market Background 22
4.2.3 Future Prospects 23
4.3 MARKET TRENDS 24
4.3.1 Ageing Population 24
4.3.2 Disabled Population 27
4.3.3 Multi-Generation Living 29
4.4 LEGISLATION AND APPROVALS 30
4.4.1 Document Part M 30
4.4.2 Document Part G 31
4.4.3 BEAB Care Mark / RNIB accreditation 32
4.4.4 Lifetime Homes Standard 32
4.4.5 Care Act 2014 33
5. PRODUCTS 34
5.1 OVERALL PRODUCT MIX 34
5.2 PRODUCT ISSUES 35
5.3 PRODUCT TRENDS 36
5.3.1 Toilet Facilities 36
5.3.2 Baths 40
5.3.3 Bathroom Brassware 42
5.3.4 Showering Facilities 44
5.3.5 Bathroom Accessories 50
5.3.6 Kitchen Facilities 52
6. END USE SECTORS 55
6.1 SECTOR OVERVIEW 55
6.2 RESIDENTIAL HOUSING 56
6.2.1 Private Housing 57
6.2.2 Social Housing 57
6.2.3 Extra Care Housing 58
6.2.4 Residential Care and Nursing Homes 59
6.3 NON RESIDENTIAL BUILDING 60
6.3.1 Health 63
6.3.2 Education 64
6.3.3 Entertainment and Leisure 66
6.3.4 Other Sectors 67
7. SUPPLIERS 69
7.1 MARKET SHARES 69
7.2 KEY SUPPLIERS 69
7.3 OTHER SUPPLIERS 72
8. DISTRIBUTION 79
8.1 DISTRIBUTION STRUCTURE 79
8.2 DIRECT SALES 80
8.3 MERCHANTS 80
8.4 DISTRIBUTORS 82
8.5 DIY MULTIPLES 83
8.6 ONLINE RETAILERS 83
9. INSTALLATION AND SPECIFICATION 85
9.1 INSTALLATION 85
9.2 SPECIFICATION 85
9.2.1 Refurbishment 85
9.2.2 New Build 86
CHART 1 UK INCLUSIVE BATHROOM and KITCHEN MARKET BY VALUE (£M MSP) 2009-2018 9
TABLE 2 GDP DATA - 2011-2014 - KEY CONSTITUENT ELEMENTS 13
CHART 3 INTEREST RATES AND INFLATION (CPI) FROM 1994-2018 15
CHART 4 PDI and SAVINGS RATIO AT CURRENT PRICES 1995-2018 16
TABLE 5 EXCHANGE RATE FLUCTUATIONS 2008-2014 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 18
TABLE 6 UK INCLUSIVE BATHROOM and KITCHEN MARKET BY VALUE (£M MSP) 2009 -2018 21
CHART 7 UK INCLUSIVE BATHROOM and KITCHEN MARKET - PRODUCT MIX BY VALUE 2013 21
CHART 8 UK POPULATION IN 65+ AGE CATEGORY - 1985, 2013 AND 2035 24
CHART 9 UK HOUSEHOLD TENURE WHERE HRP IS IN 65+ AGE CATEGORY - 2013 25
CHART 10 LIFE EXPECTANCY AND DISABILITY FREE EXPECTANCY AT BIRTH 2010-12 26
CHART 11 DISABLED FACILITY GRANTS AWARDED IN ENGLAND 1996 - 2012 28
CHART 12 UK MULTI-GENERATION HOUSEHOLDS 2003 - 2013 BY VOLUME (000S) 29
CHART 13 INCLUSIVE BATHROOM AND KITCHEN MARKET - % PRODUCT MIX BY VALUE 2013 34
TABLE 14 UK INCLUSIVE BATHROOM and KITCHEN MARKET BY PRODUCT CATEGORY 2013 (£M MSP) 35
CHART 15 INCLUSIVE BATHROOM and KITCHEN PRODUCTS % MIX BY END USE APPLICATION - RESIDENTIAL AND NON-RESIDENTIAL 2013 55
TABLE 16 UK RESIDENTIAL DWELLING STOCK BY TENURE (‘000S) 2008-2013 56
TABLE 17 NON RESIDENTIAL CONSTRUCTION OUTPUT FIGURES 2011-2018 60
CHART 18 CONSTRUCTION OUTPUT NEW WORK BY APPLICATION SECTOR 2009-2015 (£ BILLION AT CURRENT PRICES) 62
TABLE 19 VALUE OF CONTRACTORS OUTPUT IN HEALTH 2010-2018 (£ BILLION AT CURRENT PRICES) 63
TABLE 20 VALUE OF CONTRACTORS OUTPUT IN EDUCATION 2010-2018 (£BILLION AT CURRENT PRICES) 65
TABLE 21 VALUE OF CONTRACTORS OUTPUT IN ENTERTAINMENT/LEISURE 2010-2018 (£ BILLION AT CURRENT PRICES) 66
TABLE 22 INCLUSIVE BATHROOM and KITCHEN SUPPLIERS - % MARKET SHARE BY VALUE 2013 69
CHART 23 INCLUSIVE BATHROOM and KITCHEN MARKET - % CHANNEL SHARE 2013 79

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