In 1996, the shower equipment market was worth an estimated £251m at manufacturers' selling prices. Following a period of slow growth in most product markets in the early-mid 1990s, these markets have now returned to more buoyant growth figures. The outcome for 1997 is expected to be particularly buoyant, due to the health of the economy generally and high levels of consumer confidence and spending.

Shower controls continue to account for the greatest proportion of market share. However, both of the other product sectors - enclosures, screens, trays and shower accessories - have been experiencing substantial growth in recent years.

The shower controls market has grown from a value of £100m (MSP) in 1995 to £129m in 1996. This growth has been stimulated by a number of factors including increasing levels of household penetration, wider exposure and awareness of showers and increasing replacement levels. 1997 is expected to be more buoyant than recent years, with the market returning to more modest growth rates up to the turn of the century.

Power showers, particularly integrated power showers, continue to experience significant growth. Thermostatic showers are likely to continue growing share, rather than manual models. Electric showers continue to hold their dominant market position, with increasing sales volumes for the immediate future. Growth in this product sector is motivated by high levels of replacement sales and improving product technology. The share held by bath/shower mixers continues to decline.

The two main suppliers, Triton and Caradon Mira, continue to lead the market. However, Newmond with Gainsborough, Aqualisa and Heatrae Sadia, continue to take a significant share. Suppliers are likely to become more niche-orientated, with specific products designed and marketed into particular sectors e.g. for the elderly and disabled.

In terms of distribution, builders' merchants continue to hold the dominant share of sales to the trade, and have improved their share position. The DIY multiples sector is also considered to have increased its share of volume sales in the showers market in recent years.

While bath/shower wholesalers have maintained distribution share, many other channels have experienced some loss of share position e.g. electrical wholesalers.

The market for enclosures, screens and trays has experienced more buoyant growth in recent years than the shower controls market. Factors such as increasing replacement levels, shower penetration and growth of en suites and shower facilities in new build housing, are sustaining underlying market growth.

With a current estimated household penetration of non-bath shower installations at some 15 percent, the market has considerable potential for future development. In terms of product trends, many of the trends in the upper-market, such as clear glass and larger enclosures, are considered to be moving to the mid-market. In the trays market, acrylic products are currently reported to be experiencing stronger growth than resin alternatives. Manufacturers in these market sectors have also been making technical improvements to their products.

Ram have a strong market position, both in volume and value terms. Showerlux, Coram, and Daryl are amongst the most significant competitors. Ram are considered to be leaders in the tray sector, while Selecta is the major supplier of screens. Other leading companies include Armitage Shanks, Aqualux and British Home Doors.

The two main distribution channels in this product sector are the DIY multiples and builders merchants. Both sectors are considered to have grown their share marginally in recent years.

The shower accessories and bathroom fittings markets have been experiencing good growth in recent years. Factors such as more extensive product choice, increasing shower penetration and greater consumer awareness are helping to stimulate market growth.

Product trends in the shower accessories sector include the influence of style and fashion on product design, with a greater choice of colour and styles. In the bathroom fittings product sector, the trend away from plastic continues. Other materials are benefiting from this and suppliers have opportunities to add value in the current climate of buoyant consumer spending.

The leading suppliers of shower accessories are Croydex, Aqualona and Gelson. The bathroom fittings product market is more fragmented, with a large number of suppliers. The main suppliers include Croydex (now incorporating Jacques Marisa), Newteam, Metlex, Marleton Cross and Allibert. Others include Samuel Heath, Thomas French, Longmead Ceramics, Ceramart and Hadida.

The DIY multiples are the most important channels for distribution in this product sector, currently accounting for some 58 percent share. Builders' merchants, the bathroom specialists mail order, catalogue shops and department stores account for the balance.

This comprehensive report represents a detailed assessment of the market, reviewing major trends, key factors influencing developments and future prospects for the sector. Analysis is both quantitative and qualitative, based on our substantial experience of the building and home improvement markets.