Abstract
INTRODUCTION and OVERVIEW
AMA Research have published the thirteenth edition of the report 'Bathroom
Market Report UK 2011-2015 Analysis'. Offering excellent value for money,
this report represents a current and informed assessment of this market,
incorporating original input and primary research.
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. It answers the need for
qualitative and quantitative assessment - both essential requirements for good
marketing planning.
The report covers the following product sectors in detail:
- BATHS AND SANITARYWARE
- BRASSWARE
- BATHROOM ACCESSORIES
- BATHROOM FURNITURE
- WHIRLPOOL AND SPA SYSTEMS
The report contains a detailed assessment of the bathroom products market with
interpretation of major developments and future trends. It includes
information that is specific and relevant to the market and is not just a
broad collection of Government statistics.
Recent trends include:
- With the economic downturn, consumers have been seen to add value to
their property through refurbishment. Rather than going to the expense of
extending their property, they are making the best use of existing
space.
- Digital technology is now used more frequently in UK bathrooms.
Consumers are demanding products with greater functionality. The 'intelligent
bathroom' will become more important with products pre-programmed to respond
to the needs of the individual user.
- With the growing use of the Internet, consumers are now better informed
than they were a decade ago; they no longer passively take expert advice. This
has raised expectations and awareness of affordable design-led bathroom
products.
- With an ageing UK population, there are an increasing number of
'inclusive' bathroom products that combine style with ease of use. These
products are suitable for use by people of any age or ability.
- Sustainability and water efficiency has become a major concern; UK
householders have become more aware of the environmental impact of components
that make up their homes. There is an increasing demand for bathroom products
that deliver satisfactory performance and use less water.
Some of the companies featured include:
Adam Furniture Group, Adamsez, Aqualona Products, Barrhead Sanitaryware,
Bathstore, Bauhaus, Be Modern, Bemis, Bette GmbH & Co, Bristan, Bronte
Whirlpools, Broughton Crangrove Galley Matrix (BCG), Carron Bathrooms,
Castello Baths, Celmac, Claytan Group, Cooper Callas, Crosswater, Croydex
Group, Dahll, Damixa, Duravit, F&P Wholesale, Frontline Bathrooms, Grohe,
Hansgrohe, Heritage Bathrooms, Ideal Bathrooms, Ideal Standard UK, Imperial
Bathroom Company, Impulse Bathrooms, Intatec, Jacuzzi, Jado, Kaldewei UK,
Kohler UK, Laufen, Lecico Plc, Mark Two, Masco, Mereway Bathrooms, Methven UK,
Montrose Furniture, Myson, Pegler Yorkshire, PJH Group, Porcelanosa UK, RAK
Ceramics UK, Renaissance Baths, Reva Industries, Roca, Roper Rhodes Samuel
Heath & Sons, Sanitec, Sanlamere UK, Shades Bathrooms, Svedburgs, Symphony,
Tavistock Bathrooms, TC Bathrooms, TCL Manufacturing, Thomas Dudley, Toto,
Trojan Plastics, Ultra Finishing, Utopia. Vado, Victoria & Albert. Villeroy &
Boch, VitrA UK, Zehnder.
Key areas covered in the report include:
BATHS AND SANITARYWARE
- Market size by volume and value, rates of change, trends and
forecasts through to 2015.
- Sales by sector including new build, commercial and replacement
purchases.
- Import and export trends including the growing influence of imports.
- Mix of baths and sanitaryware sales including product trends in
terms of design, materials used, the increasing use of organic 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.
BRASSWARE
- Market size by volume and value, rates of change, trends and
forecasts through to 2015.
- 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 2015.
- 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 Internet e-tailers.
FURNITURE - FITTED AND MODULAR
- Market size by value, rates of change, trends and forecasts through
to 2015.
- 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 Internet e-tailers.
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.
SUMMARY OF REPORT CONTENTS
The UK bathroom products market had been growing in volume and value until the
recent economic downturn, but like other higher value consumer goods has been
under considerable pressure more recently, resulting from the difficult new
housebuilding sector and also the challenging home improvement sector. The
market has an estimated value of around £760 million at Manufacturers
Selling Prices (MSP) in 2011. This represents a moderate increase of around 2%
when compared to the market size in 2010 and reflects the continuing fragility
of the UK economy. However forecasts indicate that the UK bathroom products
market will return to modest growth in 2012-13 as consumer confidence and
housebuilding levels gradually improve.
Estimated at £278 million in 2010, baths and sanitaryware were the
largest sector of the bathroom products market. This was followed by bathroom
accessories (£194m), brassware (£158m), bathroom furniture
(£83m) and whirlpool/spa systems (£33m). Within the baths and
sanitaryware sector, the leading manufacturers in 2011 are Ideal Standard UK
with Ideal Standard and Armitage Shanks, the Sanitec Corporation with Twyford
Bathrooms and Jacuzzi UK. Importers such as Roca also have a significant
presence in this market.
Bathroom products for the domestic and commercial sectors are distributed
through a wide range of channels. The main distribution channel continues to
be builders and plumbers merchants with the DIY multiples also holding a
substantial share. Other retail channels include bathroom specialists, grocery
multiples, mail order retailers and department stores. Online e-tailers are
also becoming more important as consumers increasingly use the Internet to
source the best deals.
With the downturn in the economy, consumers have been seen to add value to
their property through refurbishment, instead of moving house. Rather than
going to the expense of extending their property, they are making the best use
of existing space. Products such as brassware, accessories and modular
furniture can be brought to update the overall 'look' of the bathroom at a
lower cost than a total refurbishment. With the growing use of the Internet,
consumers are now far better informed than they were a decade ago. This has
raised expectations and awareness of affordable, design-led bathroom products.
Consumers are now active participants in the home improvement process and no
longer passively take expert advice.
There has been a significant increase in the level of imports from low cost
countries, particularly from China and Eastern Europe. Imports continue to
account for a significant proportion of bathroom products sold in the UK,
exposing the market to a high level of price competition.
Bathroom products installed in non-domestic applications are likely to
decline, with major cutbacks in capital spending announced in the October 2010
Capital Spending Review. Education and health will see a decline in funding
over the next five years. However there is likely to be some short term demand
in the hotel and leisure sector emanating from the final preparations for the
2012 Olympic Games and also the Commonwealth Games in 2014.
By 2015, the overall market value is forecast to be £864 million at MSP,
which would represent an increase of around 14% compared to the estimated
market size in 2011.
Table of Contents
CONTENTS and LIST OF TABLES & CHARTS�
1 INTRODUCTION
- 1.1 BACKGROUND
- 1.2 SOURCES OF INFORMATION
2 SUMMARY & FUTURE PROSPECTS
- 2.1 SUMMARY
- 2.2 KEY TRENDS
- 2.3 FUTURE PROSPECTS
3 KEY EXTERNAL INFLUENCES
- 3.1 GDP
- 3.2 INFLATION & INTEREST RATES
- 3.3 UNEMPLOYMENT
- 3.4 HOUSEHOLD CONSUMPTION
- 3.5 HOUSING & CONSTRUCTION
- 3.5.1 New House Build
- 3.5.2 House-Moving Levels
- 3.5.3 Value of Housing Output - New Work and RMI
- 3.5.4 Value of Public Sector Non Housing Output
- 3.5.5 Households
- 3.6 STERLING
- 3.7 POPULATION PROFILE
- 3.8 CONCLUSIONS
4 OVERALL MARKET
5 BATHS & SANITARYWARE
- 5.1 MARKET OVERVIEW
- 5.1.1 Definition
- 5.1.2 Market Size
- 5.1.3 Market Background
- 5.1.4 Future Prospects
- 5.2 IMPORTS AND EXPORTS
- 5.2.1 Overall Levels
- 5.2.2 Imports
- 5.2.3 Exports
- 5.3 MARKET TRENDS
- 5.3.1 Household Penetration
- 5.3.2 Type of Installation
- 5.3.3 RMI Trends
- 5.3.4 New Build Trends
- 5.3.5 Commercial Trends
- 5.3.6 Installation and Specification Trends
- 5.4 PRODUCT TRENDS
- 5.4.1 Baths
- 5.4.2 Wash basins and Pedestals
- 5.4.3 WC Suites
- 5.4.4 Bidets
- 5.5 KEY SUPPLIERS OF BATHS AND SANITARYWARE
- 5.5.1 Market Shares
- 5.5.2 Key Company Profiles
- 5.5.3 Other Suppliers
- 5.6 DISTRIBUTION
- 5.6.1 Channel Shares
- 5.6.2 Key Companies
6 BRASSWARE
- 6.1 MARKET OVERVIEW
- 6.1.1 Definition
- 6.1.2 Market Size
- 6.1.3 Market Background
- 6.1.4 Future Prospects
- 6.2 IMPORTS AND EXPORTS
- 6.3 TYPE OF INSTALLATION
- 6.4 PRODUCT TRENDS
- 6.4.1 Product Mix
- 6.4.2 Product Finish
- 6.4.3 Taps and Mixers
- 6.4.3 Bath/Shower Mixers
- 6.5 KEY SUPPLIERS OF BRASSWARE
- 6.5.1 Market Shares
- 6.5.2 Key Companies
- 6.5.3 Other Suppliers
- 6.6 DISTRIBUTION
- 6.6.1 Channel Shares
- 6.6.2 Companies
7 BATHROOM ACCESSORIES
- 7.1 MARKET OVERVIEW
- 7.1.1 Definition
- 7.1.2 Market Size
- 7.1.3 Market Background
- 7.1.4 Future Prospects
- 7.2 PRODUCT TRENDS
- 7.2.1 Product Mix
- 7.2.2 Fittings
- 7.2.3 Heated Towel Warmers
- 7.2.4 Toilet Seats
- 7.2.5 Mirrors and Scales
- 7.2.6 Bath Panels
- 7.3 KEY SUPPLIERS OF BATHROOM ACCESSORIES
- 7.3.1 Market Shares
- 7.3.2 Companies
- 7.4 DISTRIBUTION
8 BATHROOM FURNITURE
- 8.1 MARKET OVERVIEW
- 8.1.1 Definition
- 8.1.2 Market Size
- 8.1.3 Market Background
- 8.1.4 Future Prospects
- 8.2 PRODUCT TRENDS
- 8.2.1 Product Mix
- 8.2.2 Design Trends
- 8.3 KEY SUPPLIERS OF BATHROOM FURNITURE
- 8.4 DISTRIBUTION
9 WHIRLPOOLS AND SPAS
- 9.1 MARKET OVERVIEW
- 9.1.1 Definition
- 9.1.2 Market Size
- 9.1.3 Market Background
- 9.1.4 Future Prospects
- 9.2 PRODUCT TRENDS
- 9.3 KEY SUPPLIERS OF WHIRLPOOLS AND SPAS
- 9.4 DISTRIBUTION
TABLES AND CHARTS
- CHART 1 UK BATHROOM PRODUCTS MARKET BY VALUE (£M MSP) 2006-2015
- CHART 2 INTEREST RATES AND INFLATION (CPI) FROM 1992-2015
- CHART 3 PDI & SAVINGS RATIO AT CURRENT PRICES 1992-2015
- TABLE 4 UK HOUSE BUILDING COMPLETIONS 2007-2012 ('000 DWELLINGS)
- TABLE 5 UK PROPERTY TRANSACTIONS COMPLETED 2007-2010 ('000 DWELLINGS)
- TABLE 6 UK NEW HOUSING AND RMI OUTPUT (£M) 2007-2012
- TABLE 7 UK STOCK OF DWELLINGS 2004-2009
- TABLE 8 UK AVERAGE HOUSEHOLD SIZE 1971 AND 2010
- TABLE 9 EXCHANGE RATE FLUCTUATIONS 2006-2011 - STERLING TO THE DOLLAR, AND
THE EURO, SPOT RATES
- CHART 10 AGE DISTRIBUTION OF THE RESIDENT UK POPULATION MID-2008 ('000)
- CHART 11 UK BATHROOM PRODUCTS MARKET BY VALUE (£M MSP) 2006-2015
- CHART 12 BATHROOM PRODUCTS - PRODUCT MIX BY VALUE 2010
- TABLE 13 UK BATH & SANITARYWARE MARKET 2006 - 2015 (£M MSP)
- TABLE 14 UK BATH AND SANITARYWARE MARKET 2007 AND 2010 (000'S)
- TABLE 15 IMPORTS AND EXPORTS OF BATHS AND SANITARYWARE 2010 (£M)
- CHART 16 IMPORTS OF BATHS AND SANITARYWARE 2002-2010 (£M)
- TABLE 17 IMPORTS OF CHINA, PORCELAIN AND OTHER CERAMIC SANITARYWARE
2007-2010 (£M)
- TABLE 18 IMPORTS OF BATHS 2007-2010 (£M)
- CHART 19 EXPORTS OF BATHS & SANITARYWARE 2002-2010 (£M)
- CHART 20 UK BATH AND SANITARYWARE - % MIX BY TYPE OF INSTALLATION 2010
- CHART 21 UK BATH MARKET - % MATERIAL MIX BY VALUE 2010
- CHART 22 UK BATH & SANITARYWARE MARKET SHARES BY VALUE 2010
- CHART 23 UK BATHS AND SANITARYWARE MARKET - % CHANNEL SHARE 2010
- TABLE 24 UK BRASSWARE MARKET BY VALUE (£M MSP) 2006-2015
- TABLE 25 IMPORTS & EXPORTS OF BRASSWARE 2010 (£M)
- TABLE 26 IMPORTS & EXPORTS OF BRASSWARE 2007-2010 (£M)
- CHART 27 UK BRASSWARE MARKET - % MIX BY TYPE OF INSTALLATION 2010
- TABLE 28 UK BRASSWARE - % PRODUCT MIX BY VOLUME 2010
- CHART 29 UK BRASSWARE MARKET SHARES BY VALUE 2010
- CHART 30 UK BRASSWARE MARKET - % CHANNEL SHARE 2010
- TABLE 31 UK BATHROOM ACCESSORIES MARKET (£M MSP) 2006-2015
- CHART 32 UK BATHROOM ACCESSORIES - % PRODUCT MIX BY VALUE 2010
- TABLE 33 UK BATHROOM ACCESSORIES MARKET SHARES 2010
- TABLE 34 UK BATHROOM ACCESSORIES - % CHANNEL SHARE 2010
- TABLE 35 UK BATHROOM FURNITURE MARKET (£M MSP) 2006-2015
- CHART 36 UK BATHROOM FURNITURE - % PRODUCT MIX BY VALUE 2010
- TABLE 37 UK BATHROOM FURNITURE - % CHANNEL SHARE 2010
- TABLE 38 UK WHIRLPOOL/SPA MARKET (£M MSP) 2006-2015
