| AM45015 |
| AMA RESEARCH Market Report : UK Shower Market : July 2005 |
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Introduction and Overview
| 2 | The "Shower Market - UK 2005" report is now available, incorporating original input and a detailed assessment of the market, the report represents excellent value for money to those in the industry or considering entry. |
| 3 | |
| 4 | Key sectors covered include:- |
| 5 | |
| 6 | SHOWER CONTROLS - mixer, electric, power and bath/shower |
| 7 | |
| 8 | SHOWER ENCLOSURES, TRAYS AND SCREENS. |
| 9 | |
| 10 | ACCESSORIES - shower accessories, curtains etc |
| 11 | |
| 12 | The report is presented to answer the need for both a comprehensive review of quantitative market developments combined with analysis of the qualitative background reasons and influences affecting the UK Shower Market. |
| 13 | |
| 14 | Key issues of particular interest: - |
| 15 | |
| 16 | Increasing replacement levels with second time buyers trading up to higher quality products in the shower controls and enclosures market. |
| 17 | |
| 18 | The continued growth towards more powerful, higher specification showers and larger shower enclosures. |
| 19 | |
| 20 | The continued growth of shower facilities in new build housing and additional installations in existing properties. |
| 21 | |
| 22 | Distribution trends, in particular the growth of the DIY sector and bathroom specialists. |
| 23 | |
| 24 | |
| 25 | The review is written by marketing professionals, with experience in the shower industry, enabling us to provide comprehensive and detailed coverage of these fast changing markets. The report comments not only on what is happening in the industry, but why, and whether it is likely to continue. |
| 26 | |
| 27 | The report content includes:- |
| 28 | |
| 29 | SHOWER CONTROLS |
| 30 | Household penetration levels. Growing influence of replacement - mix of new build, new penetration, replacement & second showers. |
| 31 | Assessment by sector, electric, mixer, power, bath/shower - product mix, trends etc. |
| 32 | Analysis of the power shower sector - integral (cabinet) showers, pumped and pressurised systems, growth areas, key new products, market leaders per sector. |
| 33 | Competitors’ shares - total market and by product group, companies gaining share, companies specialising by distribution, competitors’ market positions. |
| 34 | Distribution channels - changes in the DIY multiples sector, development of Merchants, Bathroom Specialists and The Internet. Future prospects for key channels. |
| 35 | Installation & specification - influence of the installer, mix of DIY and professional installation, non-domestic market size, main influences on consumer purchase process. |
| 36 | SHOWER ENCLOSURES, SCREENS AND TRAYS |
| 37 | Analysis by product group - developments in enclosures, screens & trays, sales trends, growth sectors. |
| 38 | Market penetration levels - current and future levels, main bathroom/en-suite facilities. |
| 39 | Analysis of material developments - glass and acrylics, glass designs, standards, frame colour options. |
| 40 | Channels of distribution - strengths & weaknesses by product, recent changes and future developments. Review of import/export structure. |
| 41 | Competitive structures - including market share of major competitor and changes to supply structure. |
| 42 | |
| 43 | SHOWER ACCESSORIES |
| 44 | Market definition by product group - Curtains, Rails, Grab Rails, Mats/Hoses etc. |
| 45 | Review of major product groups and their future trends, product characteristics. |
| 46 | Competitors’ shares - review of strengths, distribution and position. |
| 47 | Channels of distribution - DIY Multiples, Merchants, Specialists and Distributors role. Influence of Mail Order, Department Stores and Catalogue Shops. |
| 48 | |
| 49 | REVIEW OF FUTURE PROSPECTS |
| 50 | Developments within major product groups in the shower market. |
| 51 | Increasing influence of replacement demand in the market. |
| 52 | The report contains over 115 pages and 30 tables of ORIGINAL research and comment on the UK Shower Industry and provides an independent and incisive view into these fast growing markets. |
Executive Summary
| In 2003, the shower equipment market was worth an estimated £408 million at manufacturers’ selling prices. |
| Following a decline in 1998, the market has since grown considerably in line with higher levels of consumer confidence and the buoyant housing market. Growth was particularly high in 2002 and 2003, with the buoyant housing market in particular encouraging mortgage equity withdrawal to fund home improvements. In 2003, the market remained largely unaffected by the unstable global and political economic situation, despite fears that consumer confidence and the housing market may be affected. |
| In 2004, the interest rate increases and the slowdown in the housing market have influenced the shower market with lower growth levels estimated. However, compared with other consumer durables sectors, the shower sector continues to perform well with comparatively high growth rates. |
| Growth levels are expected to remain similar in 2005, largely influenced by the current economic and political uncertainty. In addition, the housing market continues to slow down which is likely to influence the level of expenditure on home improvements. |
| Shower controls continue to account for the greatest proportion of market share and have continued to grow in recent years in line with trading up and additional shower installations. Similarly, the enclosures, screens and trays sector has experienced substantial growth in recent years. |
| Shower Controls |
| The shower controls market has experienced significant growth in value during the last five years due to a number of factors. The wider exposure and awareness of showers has increased penetration levels, while the trend towards higher specification products and the greater focus on design and style has boosted the replacement sector. In addition, the increasing levels of expenditure on home improvements has also contributed to the growth of this market. |
| General trends continue towards more powerful showers, in both the mixer and electric product sectors. Electric showers continue to hold their dominant market position, although mixer showers have increased their share in both volume and value terms mainly at the expense of the electric sector. Bath/shower mixers remain static, mainly supported by the new housebuild sector, although there appears to be a slight shift towards separate mixer controls in this sector. |
| The emphasis continues to be placed on higher value, high specification products and trading up by consumers in order to maintain value growth. |
| The leading suppliers of shower controls in terms of volume are Triton and Mira. Mira in particular have strengthened their position in both the mixer and electric sectors of the market and continue to lead in terms of value. Aqualisa, Gainsborough and Newteam continue to take a significant share, while other companies competing in the mid-upper sectors of the market such as Grohe, Hansgrohe and Bristan etc continue to grow. |
| In terms of distribution, Builders Merchants continue to hold the dominant share of sales, and the bathroom specialists have grown in popularity, mainly due to the trend towards higher quality products and increased expenditure on home improvement projects such as bathroom refurbishment. The DIY sector also commands a significant proportion of the market and is continually expanding the range of products offered. |
| Enclosures, Screens & Trays |
| The market for enclosures, screens and trays has experienced particularly buoyant growth in recent years and is predicted to continue growing at a positive rate in the medium term. Factors such as the growth of en-suites and shower facilities in new build housing, increasing levels of home improvements, growing replacement levels and the trend towards larger and higher specification enclosures and trays, have all supported the value and volume growth of this sector during the last two years. |
| Current sales volumes in 2003 are estimated at 651,000 enclosures, 530,000 screens and 680,000 trays. |
| With a current estimated household penetration of non-bath shower installations at some 25-30%, the market has considerable potential for future development. Product quality is generally improving, as consumers demand higher quality products and in the trays market, there is a general trend towards larger sizes, with an increasing number of consumers replacing the bath with a shower enclosure. |
| Leading manufacturers include Jacuzzi, Aqualux, Daryl and Showerlux, Manhattan and Matki. |
| The two main distribution channels in this product sector are Builders Merchants with 53% volume share and the DIY multiples, with 26% share by volume and the bathroom specialists with 19%. The bathroom specialists sector has increased its share in the last two years, as consumer demand has favoured higher quality/value products. The bathroom specialists therefore command a significantly higher value share in this market. |
| Shower Accessories |
| The shower accessories market has experienced modest growth in recent years supported by a wider product choice in terms of styles and designs, increasing shower penetration and greater consumer awareness. However, price competition in this sector is high largely due to the nature of distribution, which is dominated by the DIY and the High Street sectors. Therefore value growth is expected to slow, with some sectors likely to experience a decline, as the level of shower enclosures and screen penetration increases. |
| The leading supplier of shower accessories is Croydex, while the majority of products are distributed via DIY multiples and department/variety stores. |
| Companies Mentioned in this Report. |
| Armitage Shanks, Stoves Plc, Powered Showers, Qualceram Shires, Pegler, Spring Ram Bathrooms, Bristan Ltd, Howard Bird, Topliss, Gelson/Croydex, Rega Metal Products, Salamander Pumped Shower Systems, Deva Tap Company, Windsor Water Fittings, Rothwell, Sottini, Hotpoint, Tre Mercati, Watermill, Ariston, RWC, Lefroy Brooks, Newey & Eyre, Wickes, Edmundsons, Plumb Center, Jewsons, Travis Perkins, BSS, Wickes, W T Burden, P J Hopkinson, Broughton Crangrove, Tricom Supplies, AHED, Mark Two, Davroc, Copper Callas, Farmiloe & Farmiloe, Ideal Bathrooms, Froy, Bennett & Fountain, Walsall, GAP Distributors, CEF Holdings, Senate Electrical, W F Distributors, Denmans, William Wilson, AC Electrical, Holland House, J & N Wade, Harding, G A Nicholls, Stearn, BDC, B & Q, Focus Do It All, Great Mills, Wickes, Faucets, Manhattan, Selecta, Aquadart, Roman, Matki, M I Flair, Kermi, Koralle, Showerlux UK Ltd, Daryl Industries, Matki Plc, Sovereign Exel, Huppe, Ellbee, Norske, Saniflo Blanc, Hansgrohe, Ifo, Advanced Showers, Classic Showers, Novellini, Veca, Leisure, Jacob Delafon, Chiltern Invadex, Eastbourne Showers, Autumn Mobility, Showeristic, Kubex, Saniflo, Nordic, Majestic, Steamist, Essential Steam and Shower Co, Teuco, Sauna UK, Jacuzzi, Just Trays, Coram, Cavalier Bemis, Aquadart, Newteam, Ideal Standard, Trojan Plastics, Euroform, Sphinx, Hopkinsons/Fourways, Mark 2, Showerdrape, S & S Manufacturing, Watermark, Hadida, ESL Healthcare, Provex. |
Companies Included
PJH Group, Hopkinsons Fourways, Broughton Crangrove, BDC, Mark Two, Allied, AHED, Tricom, Maurice Lay, Galley Matrix, Stearn, William Ball, Waterline, Ideal Bathrooms, Newey & Eyre, Senate, Edmundson, City Electrical Factors, Maurice Lay, Claygate, Mark Abrahams, Uptrend, Cooper Callas, Scorpion, Farmiloe & Farmiloe, Arrow, James Theobald, Sinks and Things, Micro, Robert Lee, JP Distribution, PWS, Arnold Laver, GKR, SKS, West Point Distributors, Mike Walker Distribution, Uptrend, JMT Sales & Marketing, Formula One Factors, DBD, International Decorative Services, A.C. Toon, FG Chambers, SDA Distributors, Whitehall Fabrications, Blackheath Products, CD (UK), Viking Laminates, Solent Laminates, Red Rose Plastics, S.English, Blanco, Brian Donaldson Distribution, Northern Sink Supplies, B & P Wynn & Co, Bellegrove, Stearn Electric, Gass Appliance Distributors, LW Cole, Bradshaw Appliances, American Appliance Centre, Arnold Laver, Inman Electrical, Delphi Distribution, Smith & Frater, Grant Westfield, Online Bathroom Distributors, M & M Kitchen Accessories, Weslec, Coolectric, Maymarts, Icetech, John Smith-Butler & Sons Ltd, Danico Brass, CP Hart, KWC. Alexanders, Eurobath, Mekon Products, Briten , Waltham Plumbing Supplies, Barwick of Bradford, Alan T Carr, Peachurst, Scorpion Bathrooms, Ashley Distribution, Davroc, Smiths Bathroom and Plumbing Supplies, Coletti Romford, N Froy, H M James, Qualitex Supplies, Berglen, Beaufort Bathroom Distributors, Brausch, Inman & Co, Power Shower Distributors, Marleton Cross, Micro Mathey, Bellegrove Ceramics, Robert Lee (London) Ltd, Whitehall Fabrications, Viking, Brian Donaldson Distribution, West One Bathrooms, Faucets, Claygate Distribution Ltd, Bodel Distributors, Danico Brass, JT Edwards, DHL Bathroom Supplies, Express Radiators and Bathrooms, J & J Ormerod, The Range Cooker Company, Domus Tiles, The Berglen Group, Brausch & Co, M & M Kitchen Accessories, Comap Westco, Alan T Carr, Mekon Products, Coletti Romford, GR Hullock, Rainbow Distribution, Powerjet Whirlpool Systems, RK Ceramics, DBD Distribution, Northern Sink Supplies, Just Taps, Aqua Bathroom Products, Scope Distribution, Leaker Direct, G Clifford Morris, Trent Direct, Excel Distribution, Valson Sanitaryware, Maymarts, Manor Distributors, Woodstock Distribution, Ramus Tiles, Kannon 2000, Online Bathroom Distributors, Jewsons, Travis Perkins, Grafton Group, Ridgeons, Cakebread Robey, William Wilson & Co, Elliot Brothers, Dixons , Currys , Comet, B & Q , Homebase, Focus, Wickes, Smallbone, Mark Wilkinson, Christians, Formica, Perstorp, Resopal, Polyrey, Bushboard, Orama Fabrications, Pfleiderer Industrie, Hygena, Schreiber, MFI Furniture Group Plc, MFI Furniture Centres Ltd, Howden Joinery, MFI Properties Ltd, Moores, Bernstein Group, PJH Group, Gower, Symphony Group Plc, J.C. Hatt, Paula Rosa, Eurospace, Boulten & Paul, John Carr, Crown, Allied, Mereway, Johnson & Johnson, Alno, Wellmann, Nolte, Mobalpa, Sofiseb, Miele, Siematic, Poggenpohl, Electrolux, Creda, Stoves, Merloni, Leisure, Belling, Bosch, Siemens, Whirlpool, Bauknecht, Creda/Hotpoint, Zanussi, AEG, White Westinghouse, Candy , Sharp , Panasonic, Samsung, Sanyo, Hoover, Whirlpool, Servis, Neff, Smeg, Kaldewei, Ariston, American Standard, Ideal Standard, Twyford Bathroom, Sanitec Corporation, Jacuzzi UK, Qualceram Plc, Shires Ltd, Shires (Ireland) Ltd, Qualceram Shires, Pegler, Bristan, Celmac, New Team, Aqualona, Hadida, Gelson, Metlex, Myson, Coram, Triton, Mira, Heatrea Sadia, Gainsborough, Aqualisa, Redring, Manhattan Showers, Showerlux.
List of Contents
| The "Shower Market - UK 2005" report is now available, incorporating original input and a detailed assessment of the market, the report represents excellent value for money to those in the industry or considering entry. |
| Key sectors covered include:- |
| SHOWER CONTROLS - mixer, electric, power and bath/shower |
| SHOWER ENCLOSURES, TRAYS AND SCREENS. |
| ACCESSORIES - shower accessories, curtains etc |
| The report is presented to answer the need for both a comprehensive review of quantitative market developments combined with analysis of the qualitative background reasons and influences affecting the UK Shower Market. |
| Key issues of particular interest: - |
| Increasing replacement levels with second time buyers trading up to higher quality products in the shower controls and enclosures market. |
| The continued growth towards more powerful, higher specification showers and larger shower enclosures. |
| The continued growth of shower facilities in new build housing and additional installations in existing properties. |
| Distribution trends, in particular the growth of the DIY sector and bathroom specialists. |
| The review is written by marketing professionals, with experience in the shower industry, enabling us to provide comprehensive and detailed coverage of these fast changing markets. The report comments not only on what is happening in the industry, but why, and whether it is likely to continue. |
| The report content includes:- |
| SHOWER CONTROLS |
| Household penetration levels. Growing influence of replacement - mix of new build, new penetration, replacement & second showers. |
| Assessment by sector, electric, mixer, power, bath/shower - product mix, trends etc. |
| Analysis of the power shower sector - integral (cabinet) showers, pumped and pressurised systems, growth areas, key new products, market leaders per sector. |
| Competitors’ shares - total market and by product group, companies gaining share, companies specialising by distribution, competitors’ market positions. |
| Distribution channels - changes in the DIY multiples sector, development of Merchants, Bathroom Specialists and The Internet. Future prospects for key channels. |
| Installation & specification - influence of the installer, mix of DIY and professional installation, non-domestic market size, main influences on consumer purchase process. |
| SHOWER ENCLOSURES, SCREENS AND TRAYS |
| Analysis by product group - developments in enclosures, screens & trays, sales trends, growth sectors. |
| Market penetration levels - current and future levels, main bathroom/en-suite facilities. |
| Analysis of material developments - glass and acrylics, glass designs, standards, frame colour options. |
| Channels of distribution - strengths & weaknesses by product, recent changes and future developments. Review of import/export structure. |
| Competitive structures - including market share of major competitor and changes to supply structure. |
| SHOWER ACCESSORIES |
| Market definition by product group - Curtains, Rails, Grab Rails, Mats/Hoses etc. |
| Review of major product groups and their future trends, product characteristics. |
| Competitors’ shares - review of strengths, distribution and position. |
| Channels of distribution - DIY Multiples, Merchants, Specialists and Distributors role. Influence of Mail Order, Department Stores and Catalogue Shops. |
| REVIEW OF FUTURE PROSPECTS |
| Developments within major product groups in the shower market. |
| Increasing influence of replacement demand in the market. |
| The report contains over 115 pages and 30 tables of ORIGINAL research and comment on the UK Shower Industry and provides an independent and incisive view into these fast growing markets. |
Companies Included
Armitage Shanks, Stoves Plc, Powered Showers, Qualceram Shires, Pegler, Spring Ram Bathrooms, Bristan Ltd, Howard Bird, Topliss, Gelson/Croydex, Rega Metal Products, Salamander Pumped Shower Systems, Deva Tap Company, Windsor Water Fittings, Rothwell, Sottini, Hotpoint, Tre Mercati, Watermill, Ariston, RWC, Lefroy Brooks, Newey & Eyre, Wickes, Edmundsons, Plumb Center, Jewsons, Travis Perkins, BSS, Wickes, W T Burden, P J Hopkinson, Broughton Crangrove, Tricom Supplies, AHED, Mark Two, Davroc, Copper Callas, Farmiloe & Farmiloe, Ideal Bathrooms, Froy, Bennett & Fountain, Walsall, GAP Distributors, CEF Holdings, Senate Electrical, W F Distributors, Denmans, William Wilson, AC Electrical, Holland House, J & N Wade, Harding, G A Nicholls, Stearn, BDC, B & Q, Focus Do It All, Great Mills, Wickes, Faucets, Manhattan, Selecta, Aquadart, Roman, Matki, M I Flair, Kermi, Koralle, Showerlux UK Ltd, Daryl Industries, Matki Plc, Sovereign Exel, Huppe, Ellbee, Norske, Saniflo Blanc, Hansgrohe, Ifo, Advanced Showers, Classic Showers, Novellini, Veca, Leisure, Jacob Delafon, Chiltern Invadex, Eastbourne Showers, Autumn Mobility, Showeristic, Kubex, Saniflo, Nordic, Majestic, Steamist, Essential Steam and Shower Co, Teuco, Sauna UK, Jacuzzi, Just Trays, Coram, Cavalier Bemis, Aquadart, Newteam, Ideal Standard, Trojan Plastics, Euroform, Sphinx, Hopkinsons/Fourways, Mark 2, Showerdrape, S & S Manufacturing, Watermark, Hadida, ESL Healthcare, Provex.
Tables and Charts
| TABLE 1 | TOTAL UK SHOWER EQUIPMENT MARKET SIZE 1997-2008 £M MSP | 7 |
| TABLE 2 | PRODUCT MIX IN SHOWER EQUIPMENT 1998 & 2003 £M MSP | 8 |
| CHART 3 | INTEREST RATES AND INFLATION (CPI) FROM 1990-2006 | 12 |
| CHART 4 | PDI & SAVINGS RATIO AT CURRENT PRICES 1990-2006 | 14 |
| CHART 5 | AGE DISTRIBUTION OF THE RESIDENT UK POPULATION 2001 (‘000) | 15 |
| TABLE 6 | HOUSEBUILDING COMPLETIONS (000’S DWELLINGS) 1994-2006 IN GREAT BRITAIN | 17 |
| TABLE 7 | NUMBER OF PROPERTY TRANSACTIONS IN ENGLAND AND WALES 1996-2002 | 18 |
| TABLE 8 | VALUE OF NEW UK HOUSING OUTPUT AND RMI OUTPUT (£M) | 19 |
| TABLE 9 | STOCK OF DWELLINGS GREAT BRITAIN - 1998-2004 | 20 |
| TABLE 10 | AVERAGE HOUSEHOLD SIZE FOR GREAT BRITAIN 1991-2004 | 21 |
| TABLE 11 | UK SINGLE POINT SHOWER CONTROL MARKET 1997-2008 | 25 |
| CHART 12 | UK SHOWER CONTROL MARKET 1997 – 2008 BY VALUE £M (MSP) | 27 |
| CHART 13 | UK SHOWER CONTROLS MARKET 1997-2008 BY VALUE £M MSP – CONSTANT 1997 PRICES | 29 |
| CHART 14 | UK HOUSEHOLD PENETRATION OF SHOWERS 1994-2004 | 30 |
| CHART 15 | UK HOUSEHOLD SHOWER PENETRATION BY PRODUCT 2003 VOLUME - MILLIONS | 32 |
| CHART 16 | SHOWER MARKET MIX BY PURCHASING SECTOR 2003 BY VOLUME | 33 |
| TABLE 17 | PRODUCT MIX TRENDS IN SINGLE POINT SHOWERS 1997-2008 BY VOLUME | 37 |
| CHART 18 | UK ELECTRIC SHOWERS MARKET 1997-2008 VOLUME ‘000S | 39 |
| CHART 19 | VOLUME SHARE OF ELECTRIC SHOWERS BY POWER RATING 2003 | 41 |
| TABLE 20 | MARKET SIZE OF MIXER/POWER SHOWER SECTOR 2003 (VOLUME) | 42 |
| CHART 21 | MIXER VALVE MIX - MANUAL AND THERMOSTATIC 2003 BY VOLUME | 43 |
| TABLE 22 | UK POWER SHOWER MARKET SIZE 2003 BY VOLUME (000) | 45 |
| TABLE 23 | SUPPLIER MARKET SHARES – SINGLE POINT SHOWER MARKET 2003 (BY VOLUME) | 53 |
| CHART 24 | UK MARKET INFRASTRUCTURE FOR SHOWER CONTROLS | 62 |
| TABLE 25 | DISTRIBUTION CHANNEL SHARES OF SINGLE POINT SHOWERS 2003 | 64 |
| CHART 26 | UK SHOWER ENCLOSURES, SCREENS AND TRAYS MARKET 1997-2008 BY VALUE £M MSP | 74 |
| CHART 27 | THE UK ENCLOSURES, SCREENS & TRAYS MARKET AT CONSTANT 1997 PRICES £M | 77 |
| TABLE 28 | UK ENCLOSURES, SCREENS & TRAYS MARKET 2003 - BY VOLUME | 78 |
| TABLE 29 | NEW BUILD SECTOR – ENCLOSURES, SCREENS & TRAYS 2004 (VOLUME 000) | 80 |
| CHART 30 | PRODUCT MIX IN ENCLOSURES, SCREENS & TRAYS MARKET 2003 BY VALUE (MSP) | 81 |
| TABLE 31 | UK ENCLOSURES, SCREENS & TRAYS MARKET % SHARE OF SALES | 82 |
| TABLE 32 | AVERAGE PRICES IN ENCLOSURES, SCREENS & TRAYS 2003 | 83 |
| TABLE 33 | MAIN SUPPLIER MARKET SHARES IN SHOWER ENCLOSURES, SCREENS & TRAYS MARKET 2003 BY VALUE | 91 |
| TABLE 34 | CHANNEL SHARES IN THE SHOWER ENCLOSURES, SCREENS & TRAYS MARKET 2003 BY VALUE | 99 |
| TABLE 35 | UK SHOWER ACCESSORIES MARKET 1997-2008 BY VALUE (MSP). | 104 |
| TABLE 36 | MARKET SHARES IN UK SHOWER ACCESSORIES MARKET 2003 | 109 |
| TABLE 37 | DISTRIBUTION CHANNEL SHARES FOR SHOWER ACCESSORIES 2003 | 111 |
Text © 2005 AMA Research
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