Bathroom Market Report - UK 2011-2015 Analysis

Countries covered: United Kingdom 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.

Additional Information

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.

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