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Kitchen & Bathroom Supply Chain Market Report - Focus on Distributors - UK 2014-2018 Analysis

  • June 2014
  • 191 pages
  • AMA Research
Report ID: 3516895


Table of Contents

AMA Research are pleased to announce the publication of the 10th edition of the report 'Kitchen & Bathroom Supply Chain Market Report - Focus on Distributors - UK 2014-2018 Analysis'. The report focuses on the supply infrastructure of the bathroom and kitchen industry and the performance of the kitchen and bathroom distributors within the industry.The report incorporates original input and represents a comprehensive, informed and unique review of this market. The report contains information collated using a wide range of sources, and is specific and relevant to the distributors market, not simply a broad collection of government statistics/ fiscal data.

Recent Trends Include:

• A gradual improvement in the economy and the housing market.

• Increasing competition from direct supply channels.

• Focus on 'own brands' and differentiating product offerings.

• Raw material and fuel costs affecting margins.

The report covers the kitchen and bathroom supply chain and contains:

• The SUPPLY INFRASTRUCTURE OF THE K&B INDUSTRY - market size of K&B industry, distribution phases, value by channel, distributors' value share, overview of key merchants and retailers.

• DETAILED DISTRIBUTOR ASSESSMENT - market size and development of the distributors' channel, national and regional companies, key companies, recent trends, future prospects, customer analysis.

• ANALYSIS BY PRODUCT GROUP - market sizes, distributor shares, key trends relating to: Kitchen Furniture, Kitchen Appliances, Bathroom Products, Shower Controls/Enclosures/Screens/Trays.

Key areas of coverage in the report include:


• Market size and key trends in the kitchen and bathroom industry from 2008-2014.

• Mix of products in the K&B industry and key market trends in each sector.

• Supply chain structure and value of the key sectors, e.g. merchants, DIY, share taken by distributors etc.

• Direct delivery versus indirect delivery through the distributors.

• Analysis of key sectors within the supply chain and overview of key players, e.g. company profiles of leading builders' merchants, DIY multiples etc. Characteristics of the major channels, bathroom retailers, merchants, e-tailers, electrical wholesalers, mail order companies etc.

• Supply chain scale of the different channels of distribution in the kitchen and bathroom industry.

• Installation and contracting and their role in the market.


• Market size and forecasts by value for the distributors' market for 2008-2018.

• Market trends in recent years, future prospects, forecasts and key market influences facing the distributors, the e-tailers - are they a threat or an opportunity?

• Key products marketed by the distributors, share of distributors' business.

• Major distributors, market shares, key characteristics, turnovers, product strengths, market positioning etc.

• Leading distributors by product sector – Kitchen Furniture/Kitchen Appliances/ Bathroom and Shower products.

• Mix of major national/ regional distributors.

• Characteristics of distributors – including profitability, key customer groups, competitors.

• The role of the distributor - how this is changing and how it varies for the major product groups.

• Analysis of drivers and forces in the distributors' market - SWOT analysis.


• Market size of each major product group – Kitchen Furniture/Kitchen Appliances/ Bathroom Products/ Shower Products.

• Product mix within major product groups.

• Product trends by main groups and product sectors.

• Key suppliers within each product sector.

• Distribution characteristics, distributors' influence and share within each product group.

Overall, conditions in the UK kitchen and bathroom markets have remained difficult over the last five years, with low levels of housebuilding significantly affecting these sectors, particularly bathrooms. However, housebuilding levels increased in 2013 supporting modest value growth and the kitchen and bathroom distributors’ market was estimated to be worth £840 million at distributors’ selling prices at the end of 2013.

In 2013, the total UK kitchen and bathroom products market is estimated to have reached a value of £6,027m at DSP, compared to £5,891m in 2012. The distributors’ share of this market in 2013 was £840m – approximately 14%.

The economic downturn and instability resulted in difficult trading conditions for companies within the kitchen and bathroom industry between 2008 and 2012, affecting house building, domestic RMI and high ticket deferrable projects within construction in particular. While the impact of the economic situation has been less severe at the top end of the market, the housebuilding sector was severely affected, which impacted on the bathroom sector in particular. Other factors include relatively low refurbishment levels, along with increasing raw material and transport costs adding further pricing pressures to the supply chain.

The situation has steadily improved throughout 2013 and 2014, with housebuilding levels showing good growth and supporting contract sales via the merchants etc. In addition, the housing market is also improving, which along with rising consumer confidence should offer distributors targeting both the specialists and the merchants good value growth opportunities in the medium to longer term.

Increasing raw material costs and higher transport costs have impacted on margins in the sector over the last 2 years. Generally however, a number of distributors have avoided significant losses by focusing on logistics to reduce transport costs and own brand product ranges offering higher margins.

National distributors account for around 75% of the market, with large regional distributors making up most of the rest of the market. A large proportion of distributors’ sales are bathroom products, with around 30% of sales falling into this category.

The growth of showering continues to add pressure to the bath sector, with additional bathroom installations such as en suites favouring shower enclosures and wet room areas. Distributors’ share of the kitchen furniture market has remained fairly stable in recent years, with distributors continuing to supply all sectors of the market, from DIY through to specialists.

The number of appliances being fitted into kitchens has increased significantly in recent years including integrated coffee machines, steam ovens, wine coolers and so on. While the shift towards larger appliances in the cooking and cooling sectors has also supported value growth. The distributors’ share of the shower market has been supported by the growth of the bathroom specialists in recent years. In particular the shift to larger more design orientated enclosures, e.g. walk-in enclosures has supported this trend.

As the economy improves, it is expected that consumers will return to upgrading high value areas of the home such as kitchen and bathrooms. Such replacements and upgrade are likely to focus on design and performance, which should benefit the bathroom specialists and builders’ merchants, in turn supporting the distributors market.

Sales to kitchen and bathroom specialists dominate the distributors’ market, accounting for 40%. Builders’ merchants are also a key customer accounting for 29% of the market. Other customers include DIY Outlets, other retailers such as department stores, electrical independent retailers and others including sub contractors and end users such as local authorities or housebuilders.

The builders’ merchants should continue to benefit from the improving housebuilding sector. While the bathroom specialists should benefit from the rising number of housing transactions and the improving economy in the short to medium term, perhaps especially in the south east and London where levels of expenditure on high value home improvements have risen rapidly in recent years.

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