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AM45009 AMA BATHROOM MARKET OCTOBER 1999

This report covers: baths, bathrooms, sanitaryware, acrylic baths, whirlpool/ spa, brassware,

Companies covered include: Croydex, Jacques Marisa, Cavalier Bemis, Celmac, NewTeam, Aqualona, Allibert, Coram/ Laconite, Metlex, Cloverleaf, Allibert, Roper, Rhodes, Keter, Laconite, Shades, Armitage Shanks ,Ideal Standard, Modern,

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Key Areas

Executive Summary

Table of Contents

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KEY AREAS

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.

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EXECUTIVE SUMMARY

The Bathroom Products Market

In 1998 the bathroom products market was worth £648m at manufacturer selling prices. This represents a 4 percent increase on the previous year, reflecting a marginal improvement in the housing market and in consumer confidence, but this is nevertheless a credible performance bearing in mind the windfall gains of 1997 and the impact on consumer spending.

The market deteriorated in the early 1990s motivated by the poor economic climate, high interest rates, high unemployment and a low level of house moves and new house building. A modest recovery took place during 1993 and 1994 as the UK housing market improved slightly. New housing starts increased slightly and house moving also improved marginally. However in general, consumer confidence did not improve sufficiently to generate a significant increase in demand and trading remained difficult. 1995 and 1996 also remained difficult, with increasing interest rates late in 1994 and a very low level of consumer confidence, the overall market showed little or no real growth in this period.

However, 1997 was a more positive year, with improving consumer confidence, windfall gains, the impact of a new government and a positive economic situation, all contributing to a year of good growth.

This rate of growth was not carried forward into 1998 and 1999, though the overall market has shown signs of modest growth. The increasing interest rates in late 1997 constrained the market in 1998, though decreasing rates in 1998 have created a more buoyant consumer market in 1999.

Product Mix

Baths and sanitaryware continue to dominate the industry's sales in 1998. However, accessories in particular, is a sector of growing significance.

Baths, Sanitaryware & Brassware

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 corner baths, shaped baths, handles, 'easy access' baths for the infirm etc. The different features provide the opportunity to improve the average value of an installation.

Sanitaryware is a similar market. Domestic penetration is high, though en suites and cloakrooms offer opportunities for growth. In common with baths, an increasing number of niche sectors are likely to provide future opportunities for growth. The sanitaryware sector is supported by the increasing number of en suites and cloakrooms installed in new homes and also during refurbishment projects in existing homes.

The brassware market is worth some £110m at manufacturers' prices, including kitchen brassware, estimated at around 32 percent of the total. Bath brassware accounts for some 24 percent while basin brassware and the small bidet sector account for the balance. There has been modest growth in mixers, reflecting the market orientation to price and they now account for around 51 percent of all brassware, being particularly strong in kitchen brassware.

The key suppliers of baths and sanitaryware include Armitage Shanks, Caradon Bathrooms, Spring Ram, Ideal Standard and Shires. Armitage Shanks, Ideal Standard, Bristan and Pegler are the major companies in the brassware sector. Ideal Standard have recently acquired Armitage Shanks through their parent company American Standard.

In terms of distribution, the merchants and factors continue to play a dominant part in the market with around 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 merchant industry is rapidly consolidating with Meyer acquiring Grahams and BSS acquiring PTS, just two of the most recent acquisitions.

The DIY multiple channel has maintained share over the last two years with further concentration in the industry limiting their opportunities for growth. Increasing levels of consumer confidence and spending may well offer opportunities for DIY multiples to improve their position over the short term future.

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 29 percent of the market followed by shower accessories with 24 percent, toilet seats and covers with 14 percent, scales and mirrors with 11 percent, bath panels and splash backs with 9 percent and heated towel rails with the balance.

Furniture also offers substantial growth opportunities, particularly fitted bathroom furniture, though this growth may partly be at the expense of non-fitted furniture, particularly in new housebuild. The market size of the free-standing cabinets and vanity units sector is £26m, the balance of £32m being fitted furniture, the latter having shown rapid growth over the last two to three 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 substantial growth.

Key suppliers of accessories include Croydex, (including the acquired Gelson and Jacques Marisa brands), Cavalier Bemis, Polypipe (incorporating Celmac), NewTeam, Aqualona, Allibert, Coram/Laconite and Metlex. Key furniture suppliers include Cloverleaf (including K J Bushill), Allibert, Roper Rhodes, Keter and Laconite with Shades (Berglen), 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 around half the retail share, with bathroom specialists taking around 9 percent. Fitted furniture and whirlpool/spa distribution is biased to Merchants and Bathroom Specialists as neither are yet widely regarded as DIY products.

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TABLE OF CONTENTS

LIST OF TABLES AND CHARTS

Text © 1999 AMA Research

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Last updated by Jacob van Eldik 29th January 2000