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AM45003
AMA BATHROOM MARKET JUNE 2003
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This report covers: baths, bathrooms, sanitaryware, acrylic baths, whirlpool/ spa, brassware,

Companies covered include: A & J Gummers, Acomo, Acorn Powell, Acova (UK) , Adamsez, AEL, AHED, Airbath International, Alexanders, Allibert, Ambiance Bain, American Standard, American Standard Company Inc, Aqua Maison, Aqualisa, Aqualona, Aquanova, Aquarius Bathrooms, Aquatech, Aquaware , Ardino, Ariston , Armitage Shanks , Armour Plastics, Astracast, Autumn Mobility, Avante Bathroom Products , Avilion, B & P Wynn , B & Q, Bamberger , Barber Wilson , Barking Grohe, Barrhead Sanitaryware Ltd, Barwick of Bradford, Bathroom Design Furniture, Bathroom Furniture Company, Bathrooms International, Baumatic, BC Sanitan, Be Modern, Bellegrove Ceramics , Bemis, Berglen , Bette, Bisque, Bisque, Black Country Heritage, Blanco, Boffi Eurobath, Bonsack Baths, Bosch, Bradley, Brampton Housewares Ltd, Bristan, Briten Ltd , Bronte Maxi-Drain, Broughtons Crangrove, BSS , Burg, Caradon, Carron Bathrooms , Catalina Spa, Celmac, Celmac Group Plc, Certikin International , Chiltern Invadex, Cifial, Clayton Ceramics , Cloverleaf, Consort, Coram, Cosmic Bath and Design, Croydex, Decorlux, Delonghi, Demista, Design & Form Baths, Deva Tap Company, Dimplex, Dornbracht , Doulton, Duravit, Ellis Furniture, Environheat, Eram, ESL, ESL Healthcare, Eurobath , Eurobathrooms, Euromix, Eurospace, Exclusive Whirlpools & Spas, Faral, Farmiloe & Farmiloe, Ferroli, Finrad, Fired Earth, Focus, Forma , Franke , Gainsborough, Gibbs & Dandy, Goodwood, Gordon Ellis, Grandform, Grohe, Hadida, Hansa, Hansgrohe, Hanson, Harold Moore, Harold Taylor, Harrison Drape, Hartington Engineering., Heritage Bathrooms, Hewi, Heywood Williams Glass, Hi-Profile Manufacturing, Hoesch, Homebase, Howard Bird, Hudevad, Hudson Reed, Hydra-Spa, Hydro O Dynamic, Ideal Bath Company , Ideal Standard, Imperial, Imperial Towel Rails, Imperial Whirlpools, ISA, Jackson Shipley, Jacob Delafon, Jacuzzi Bathrooms, Jado, Jaga, JCD, Jendico, Jewsons , John Carr, John Sydney, Kaldewei, Kama, Keeling, Keuco, KWC, Lanbar, Lecico, Lefroy Brooks, Leisure Consumer Products, Longmead Ceramics, Lowara, Macdee Stom, Magi Mirror, Magnet, Mahni Corporations, Maid, Maison D'Art, Marflow , Marflow Engineering, Mark Two, Mark Wilkinson Furniture, Marleton Cross, Marlow, Mekon , Metalkris, Mildline, Miller, Mira, Mirrorwall, Montrose , MTS (Ariston), Myson Heating, N Froy , Neomediam., Neptune, New Forest Woodware, Newcastle Furniture Company , NewTeam, Nordic, Norema, Norske Interiors , Nusia UK, Ocean, Opella, Ottone & Medola , P H Pool Services, P.J. Hopkinsons, Paula Rosa, Pegler, Pland, Poggenpohl, Polypipe, Powerjet Whirlpools , Premier Bathrooms , Pressalit, Provex, Qualceram Shires, Radiating Style, Ratti Silvio, Readywarm, Reginox UK., Relcross, Roca , Roca Radiadores, Rom Plastics, Roper Rhodes, Rosco , Rosco Bathrooms, Rothwell, Rudge & Co, Rytons, S & S Manufacturing , Salgar, Salter Scales, Samuel Booth, Samuel Heath and Sons Plc, Sanijura, Sanipa, Sanitec, Sanitec Corporation, Sanitechnology , Satana, Schneider , Selecta, Sensotherm, Shades, Shavrin Levatap , Selecta, Shock , Showerdrape, Showerlux UK. , Sieper , Soehnle, Sofiseb, Southern Sanitary Specialists, Spa Form , Sphinx Bathrooms , Stelrad, Stuart Turner, Svedbergs, Symphony , Tapmate , Teuco, Teuco Guzzini, The Deva Tap Company, The Imperial Bathroom Company, Thumbs Up (Bury), Topliss, Topravit, Total Hygiene, Travis Perkins, Tre Mercati, Tribune, Tricom Supplies , Triton, Metlex, Trojan Plastics, Tulli Zuccari, Twyford Bathrooms, Ucoscan., Ultra, Utopia, Valson Sanitaryware, Vasco (UK), Veca , Vernon Tutbury, Viba, Villeroy & Boch, Vitra , Vogue (UK), Vola, W & G Sissons, W T Burden, Walney, Waltham Plumbing Supplies, Water Front, Watermark, Waveney Plastics, Waymaster, Wellmann, Westco Building Components, Whirlpool Direct, Whirlpool Express, Whirlpool Spa, Wickes, Wico , Zazzeri, Zehnder.

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TABLE OF CONTENTS

1 INTRODUCTION 7
2 SUMMARY 8
2.1 THE BATHROOM PRODUCTS MARKET 8
2.2 PRODUCT MIX 9
2.3 BATHS, SANITARYWARE & BRASSWARE 10
2.4 ACCESSORIES, FURNITURE AND WHIRLPOOLS 11
3 ECONOMIC ENVIRONMENT 12
3.1 GENERAL 12
3.2 GDP 12
3.3 INFLATION & INTEREST RATES 13
3.4 STERLING 13
3.5 UNEMPLOYMENT & CONSUMER SPENDING 13
3.6 HOUSING AND CONSTRUCTION 14
3.7 CONCLUSIONS 15
4 BATHS & SANITARYWARE 16
4.1 DEFINITION 16
4.2 MARKET SIZE 16
4.2.1 Background 16
4.2.2 Current Situation 18
4.2.3 Future Prospects 20
4.3 HOUSEHOLD PENETRATION 23
4.4 PRODUCTS TRENDS 24
4.4.1 Baths 24
4.4.2 Sanitaryware 27
4.4.3 Sales By Sector 31
4.5 COMMERCIAL SECTOR AND PANEL PRODUCTS 33
4.6 SUPPLY MARKET STRUCTURE 34
4.6.1 Market Shares 34
4.6.2 Companies 36
4.6.3 Imports and Exports 40
4.7 DISTRIBUTION 46
4.7.1 Channel Analysis 46
4.7.2 Key Companies 48
4.8 INSTALLATION AND SPECIFICATION 49
4.8.1 Installation 49
4.8.2 Specifications 50
4.9 FUTURE PROSPECTS 50
5 BRASSWARE 52
5.1 DEFINITION 52
5.2 MARKET SIZE 52
5.2.1 Overall Market Size 52
5.2.2 Market Trends 54
5.3 PRODUCT TRENDS 57
5.3.1 Product Mix 57
5.3.2 Mixer Taps 59
5.3.3 Design 60
5.3.4 End User Sectors 61
5.3.5 Import & Export 62
5.4 SUPPLY MARKET STRUCTURE 65
5.4.1 Market Shares 65
5.4.2 Companies 66
5.5 DISTRIBUTION 69
5.5.1 Channel Shares 69
5.5.2 Companies 71
6 ACCESSORIES, FURNITURE AND WHIRLPOOLS 72
6.1 ACCESSORIES 72
6.1.1 Definition 72
6.1.2 Market Size 72
6.1.3 Product Mix 75
6.1.4 Products 77
6.1.5 Market Shares & Companies 86
6.1.6 Distribution 91
6.1.7 Future Prospects 93
6.2 FURNITURE 94
6.2.1 Market Definition 94
6.2.2 Market Size 94
6.2.3 Products 98
6.2.4 Suppliers 100
6.2.5 Distribution 101
6.2.6 Future Prospects 102
6.3 WHIRLPOOLS AND SPAS 102
6.3.1 Market Definition 102
6.3.2 Market Size 103
6.3.3 Products 105
6.3.4 Companies 106
6.3.5 Distribution & Installation 108
6.3.6 Future Prospects 108
7 KEY MARKET INFLUENCES 109
7.1 THE HOUSING MARKET 109
7.1.1 New Housebuild 109
7.1.2 House-Moving Levels 111
7.1.3 Value Of Output - New Work And RMI 112
7.2 POPULATION PROFILE 113
7.3 EMPLOYMENT/UNEMPLOYMENT 115
7.4 INTEREST RATES 116
7.5 DISPOSABLE INCOME LEVELS AND SAVINGS 117
7.6 HOUSEHOLDS 118

TABLES & CHARTS

TABLE 1 TOTAL UK BATHROOM PRODUCT MARKET (£M MSP) 8
CHART 2 BATHROOM MARKET BY PRODUCT GROUP BY VALUE 2002 £M MSP 9
TABLE 3 THE UK BATH & SANITARYWARE MARKET BY VOLUME 16
CHART 4 UK BATH & SANITARYWARE MARKET BY VALUE £M MSP 19
CHART 5 THE UK BATH & SANITARYWARE MARKET IN CONSTANT PRICES £M MSP 22
TABLE 6 UK HOUSEHOLD PENETRATION OF BATHS & SANITARYWARE 23
TABLE 7 UK BATH MARKET BY MATERIAL ( percent BY VALUE) 24
TABLE 8 THE UK SANITARYWARE MARKET BY PRODUCT BY VOLUME ('000) 28
CHART 9 BATH & SANITARYWARE MARKET SHARE BY SECTOR 2002 31
TABLE 10 MIX OF BATHROOMS, EN SUITE & CLOAKROOM 32
TABLE 11 UK BATH & SANITARYWARE MARKET SHARES 2002 35
TABLE 12 IMPORTS OF BATHS AND SANITARYWARE 2002 41
CHART 13 IMPORTS OF BATHS & SANITARYWARE 1994-2002 £M 42
TABLE 14 EXPORTS OF BATHS AND SANITARYWARE 2002 43
CHART 15 EXPORTS OF BATHS & SANITARYWARE 1994-2002 £M 44
TABLE 16 IMPORTS & EXPORTS OF SANITARYWARE £M 2002 45
TABLE 17 DISTRIBUTION OF UK BATH & SANITARYWARE 46
TABLE 18 THE UK BRASSWARE MARKET 1996-2006 52
CHART 19 BRASSWARE MARKET BY VALUE £M MSP 53
CHART 20 UK BRASSWARE MARKET AT CONSTANT 1995 PRICES £M MSP 56
TABLE 21 THE UK BRASSWARE MARKET - BY PRODUCT 57
CHART 22 THE UK BRASSWARE MARKET BY SECTOR 2002 61
TABLE 23 IMPORTS & EXPORTS OF BRASSWARE 2002 (£M) 63
TABLE 24 IMPORTS & EXPORTS OF BRASSWARE £M 64
CHART 25 UK BRASSWARE MARKET SHARES BY VALUE 2002 66
TABLE 26 DISTRIBUTION OF THE UK BATHROOM BRASSWARE MARKET 2002 70
TABLE 27 THE UK BATHROOM ACCESSORIES MARKET (£M MSP) 73
CHART 28 THE UK BATHROOM ACCESSORIES MARKET IN CONSTANT 1995 PRICES (£M MSP) 75
TABLE 29 THE UK 2002 BATHROOM ACCESSORIES MARKET BY PRODUCT (£M MSP) 76
CHART 30 MIX OF FITTINGS SALES BY MATERIAL BY VALUE 2002 78
TABLE 31 UK BATHROOM ACCESSORIES MARKET SHARES 2002 86
CHART 32 BATHROOM ACCESSORIES MARKET DISTRIBUTION 2002 91
TABLE 33 THE UK BATHROOM FURNITURE MARKET 1996-2006 95
CHART 34 THE UK BATHROOM FURNITURE MARKET BY PRODUCT 2002 97
TABLE 35 UK WHIRLPOOL/SPA MARKET - £M MSP 104
TABLE 36 HOUSE BUILDING COMPLETIONS (000'S DWELLINGS) 1995-2005 IN GREAT BRITAIN 109
TABLE 37 HOUSING STARTS 1992-2005 IN GREAT BRITAIN BY SECTOR ('000) 111
TABLE 38 NUMBER OF PROPERTY TRANSACTIONS IN ENGLAND AND WALES 1994-2002 112
TABLE 39 VALUE OF NEW UK HOUSING OUTPUT AND RMI OUTPUT (£M) 1994-2002 113
CHART 40 AGE DISTRIBUTION OF THE RESIDENT UK POPULATION 2001 ('000) 114
CHART 41 NUMBER OF EMPLOYEES IN EMPLOYMENT GB - JUNE 1981-2002 (MILLIONS) 115
CHART 42 INTEREST RATES AND INFLATION (RPI) FROM 1990-2005 116
CHART 43 PDI & SAVINGS RATIO 117
TABLE 44 STOCK OF DWELLINGS GREAT BRITAIN - 1983-2002 118
TABLE 45 AVERAGE HOUSEHOLD SIZE FOR GREAT BRITAIN 1991-2000 119

The report covers the following product sectors in detail:-
BATHS AND SANITARYWARE
BRASSWARE
BATHROOM ACCESSORIES - Fittings/Shower Accessories/Panels & Splashbacks/Other
BATHROOM FURNITURE - Fitted, Non-Fitted
WHIRLPOOL AND SPA BATHS
The report is written by marketing professionals with experience of the bathroom products industry, enabling us to provide a comprehensive and detailed coverage of these changing markets.
The report contains a detailed assessment of the markets with interpretation of major developments and future trends including information that is specific and relevant to the market - not just a broad collection of Government statistics.
Of Particular Interest:-
The increasing opportunities for niche sector growth in many sectors of the market.
The increased levels of imports in most sectors of the market and the growth of European suppliers.
The continuing demand for contemporary products in all sectors of the market.
The report contains over 100 pages and over 40 tables/charts of original research and comment into The UK Bathroom Industry, providing an independent and incisive view into this fast-changing market.
Key areas of coverage in the report include:-
BATHS AND SANITARYWARE
Market size by VOLUME and VALUE, rates of change, trends and forecasts. Key influences in the market and future prospects. Household penetration levels.
Import and Export trends, growing influence of imports across all sectors of the market.
Replacement versus new - recent trends and the implications for suppliers.
Material trends, mix of sanitaryware sales with trends, mix of baths by material, trends etc.
Review of the commercial sector.
Market shares, key companies by bath and sanitaryware, strengths by sector, market positions.
Distribution channels, share of sales from manufacturers and sales to end-users.
Merchants, DIY, Bathroom Specialists and Factor trends. Future prospects and key companies per channel.
Installation and specification - DIY versus professional, installer influence etc.
Market opportunities and threats. Future prospects.
BRASSWARE
Market size by VOLUME and VALUE - rate of change, trends and forecasts.
Product trends, basin/bath/sink mix, trend to mixers, single lever trend, ceramic disc prospects, mix of finishes, growth of thermostatic mixers.
Replacement and new build, trends and the implications for suppliers.
Market shares - key companies, imports/exports, the European influence on the market.
Channel shares - from manufacturer/original supplier in to the trade and sales to end-users. Trends by channel.
Opportunities and threats, future prospects.
ACCESSORIES
Market size by product group - Fittings/Shower accessories, curtains, rails, handsets/Bathmats and Rubber hoses/Toilet seats and covers/Bath panels and splashbacks/Heated towel rails/Scales, Mirrors.
Trends by sector, material usage, fashion trends, influence of the growth of en-suites and other market sectors.
Market shares and key companies - review of strengths by sector, distribution and market positions.
Channels of distribution - influence of new build sector, role of DIY, Mail Order, Department Stores, Bathroom Shops, Merchants etc.
FURNITURE - FITTED & NON-FITTED
Market size for free-standing cabinets/vanity units and fitted furniture. Fitted furniture market size, growth trend and key characteristics. Trends in the free-standing unit sector.
Review of product trends and likely market developments, key suppliers and their market positions and strengths.
Channels of distribution, their changing role, influence of the contract market.
Future prospects for the market.
WHIRLPOOLS AND SPAS
Market size for Whirlpool/Spa systems in volume/value.
Product trends and likely market developments, future prospects, key product sectors.
Key companies, market positions and strengths.
Channel trends and future prospects.

SUMMARY
In 2002 the bathroom products market was worth £774m at manufacturer selling prices. This represents a 5 percent increase on the previous year, reflecting a buoyant housing market and high levels of consumer confidence.
The mid 1990's, in particular 1997 was a positive year, supported by improving consumer confidence, windfall gains, the impact of a new government and a positive economic situation, all contributing to a year of good growth. However, growth in 1998 and 1999 was significantly lower as a result of the economic climate.
In 2000 and 2001, the growth of the bathrooms market was stimulated by a number of factors in particular higher levels of consumer confidence and a buoyant housing market. However, during the second half of 2000 the effects of the petrol crisis and the floods constrained growth.
The economic slowdown appeared to subdue business and consumer confidence during the first half of 2001. However, despite the threat of recession and the unstable global economic outlook, consumer confidence and spending remained high, boosted in particular by the high level of growth in the housing market and low interest rates. One particular area of growth has been the increasing installation of en suites, downstairs cloakrooms and utility rooms, particularly in new build.
During 2002, the market remained buoyant fuelled by low interest rates and high levels of house price inflation. These factors have supported the growing level of home improvements undertaken, with homeowners looking to add further value to their property. Low interest rates and the high level of house price inflation have prompted record levels of equity withdrawal.
Baths and sanitaryware continue to dominate the industry's sales. However, the accessories and furniture sectors are of growing significance.
Baths & Sanitaryware
Acrylic baths continue to dominate, followed by steel with cast iron taking a minor share. Composite materials take a small but increasing share. In this saturated market the future growth is likely to be from an increasing number of niche sectors, such as shaped baths in a variety of styles, shower baths and 'easy access' baths for the infirm etc. The different features provide the opportunity to improve the average value of an installation. However, the bath sector remains under pressure from showers and the growth of en-suites.
Domestic penetration is high in the sanitaryware sector, though increasing levels of installation of en suites and cloakrooms have boosted the growth of this sector. In common with baths, an increasing number of niche sectors are likely to provide future opportunities for growth. In addition, the wide range of styles, shapes and materials is giving the sanitaryware sector a lift, in terms of motivating additional sales and in terms of stimulating added value sales.
The brassware market is worth some £138m at manufacturers' prices, including kitchen brassware, estimated at around 31 percent of the total. Bath brassware accounts for a slightly lower share than in previous years at 22 percent largely due to the growth of the shower sector, while basin brassware and the small bidet sector account for the balance. The mixer sector has experienced growth over the last 2 years and they now account for over half of all brassware, being particularly strong in kitchen brassware. The shift towards modern contemporary styles is now well established in the brassware sector, and the wide range of styles and designs now available is offering opportunities to add value to sales.
The key suppliers of baths and sanitaryware include Ideal Standard/Armitage Shanks, Twyford Bathrooms, Jacuzzi, and Shires. Armitage Shanks, Ideal Standard, Bristan and Pegler are the major companies in the brassware sector. Imports have also continued to increase over the last two years.
In terms of distribution, the merchants and factors continue to play a dominant part in the market with around 75-80 percent of bath and sanitaryware sales from manufacturers, though the merchant industry has improved their approach to bathrooms and kitchens with enhanced showrooms and a more retail-orientated offer.
The DIY sector has grown in recent years as a result of a buoyant house moving market and the competitive pricing strategy adopted by major outlets such as Homebase, B&Q and Focus. In addition, the wide range of products now available through the DIY sector has also supported growth.
Accessories, Furniture and Whirlpools
Accessories, Furniture and Whirlpools are part of the bathroom products market but offer very different opportunities and are at very different stages of development.
Household penetration of accessories is relatively high but they are generally replaced more frequently than a bathroom suite and the market can be supplemented with additional purchases. Bathroom fittings (soap dishes, toothbrush holders etc.) take 31 percent of the market followed by shower accessories, toilet seats and covers, scales and mirrors, heated towel rails and bath panels and splash-backs.
Furniture has also experienced growth in terms of both fitted and unfitted bathroom furniture. The market size of the free-standing cabinets and vanity units sector is £30m, the balance being fitted furniture, both sectors have shown growth over the last two years.
Whirlpools/Spas have traditionally been viewed as an expensive luxury but are fast becoming more affordable for the mass market. As awareness and distribution expands, this market is likely to exhibit significant growth.
Key suppliers of accessories include Croydex, Bemis, Polypipe (incorporating Celmac), Samuel Heath, NewTeam, Aqualona, Allibert, Coram and Metlex. Key furniture suppliers include Cloverleaf, Roper Rhodes, Utopia, Armitage Shanks, Heritage and Be Modern strong in the fitted furniture sector.
Distribution of accessories and free-standing furniture is heavily biased to the DIY multiples, who take over half the retail share, with bathroom specialists taking around 9-10 percent. Fitted furniture and whirlpool/spa distribution is biased to Merchants and Bathroom Specialists as neither is yet widely regarded as DIY products. However, the DIY sector may experience some growth in the medium term due to the availability of spa products through this sector, e,g, steam cabins.
The overall market for bathroom products is likely to show modest growth in 2003, largely due to the overall economic uncertainty and the slow down in the housing market. This is likely to result in lower levels of consumer confidence and spending, particularly as a high level of mortgage equity withdrawal has taken place in recent years in line with the housing boom.
Furthermore, the high level of household penetration in many market sectors makes rapid growth unlikely, with these types of mature markets tending to grow more slowly, with faster growth more likely in niche sectors.

Text © 2003 AMA Research

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Last updated by Amanda Porteous December 2003