Overall Market

In 1998, the shower equipment market was worth an estimated £264 million at manufacturers’ selling prices. Following a period of steady growth in the early-mid 1990s, the market expanded rapidly in 1997 and early 1998. However, reduced levels of consumer confidence and spending resulted in a decline in market value for 1998.

The following table illustrates the development of the market between 1990-2002:

Total UK Shower Equipment Market Size 1990-2002 £m MSP
Year	Value	Change ( percent)
1990	188.0	-
1991	194.0	+ 5
1992	201.5	+ 4
1993	219.0	+ 9
1994	239.0	+ 8
1995	244.0	+ 3
1996	254.0	+ 4
1997	278.0	+ 10
1998	264.0	( 5 )
1999 Fcst	277.0	+ 5
2000 Fcst	292.0	+ 5
2001 Fcst	308.0	+ 6
2002 Fcst	325.0	+ 6
Note: Includes Shower Accessories.
Source: AMA Research/Trade Estimates

Product Mix

Shower controls continue to account for the greatest proportion of market share, however, the enclosures, screens and trays sector has been experiencing substantial growth in recent years.

Shower Controls

The shower controls market experienced a decline in value from £140 million (MSP) in 1997 to £131 million in 1998, which was the result of a general decline in consumer confidence primarily due to the uncertain economic climate. The market is expected to resume growth in 1999, due to a number of factors including increasing levels of household penetration, wider exposure and awareness of showers, increasing replacement levels and growing installation in new-build homes. In particular, this growth is likely to be due to an improved level of consumer confidence, and increased expenditure on home improvements and the relevant products.

General trends are towards more powerful showers, in both the mixer and electric product sectors. Thermostatically controlled showers have also continued to grow share, at the expense of manual models. Electric showers continue to hold their dominant market position, with increasing sales volumes expected in the medium term future. Mixer showers are also expected to increase their share in both volume and value terms, with bath/shower mixers continuing to decline. As consumers trade-up to more powerful/luxurious products, replacement sales are becoming a major factor motivating market growth, along with increasing quantities of installations in new homes.

The leading suppliers of shower controls in terms of volume are Triton, who have strengthened their position in both the mixer and electric sectors of the market. Mira continue to lead the market in terms of value, however, they have lost some share in terms of volume. Newmond with Gainsborough, Aqualisa and Heatrae Sadia, continue to take an increasingly significant share, while Masco have recently enhanced their position through a series of acquisitions.

In terms of distribution, Builders Merchants continue to hold the dominant share of sales, although they have lost share overall, due to increasing pressure from DIY multiples. Bathroom specialists have also become increasingly popular with consumers, mainly due to the trend towards higher quality/value products, and the improvement in consumer confidence and expenditure on home improvements such as bathroom refurbishment.

Enclosures, Screens & Trays

The market for enclosures, screens and trays has experienced more buoyant growth in recent years than the shower controls market, however, this sector also suffered a moderate decline in sales during the second half of 1998. The market is expected to make a recovery in 1999 and onwards, with factors such as increasing replacement levels and growth of en-suites and shower facilities in new build housing, generating underlying increases.

Current sales volumes in 1998 are estimated at 395,000 enclosures, 412,000 screens and 485,000 trays.

With a current estimated household penetration of non-bath shower installations at some 18 percent, the market has considerable potential for future development. Product quality is generally improving, as consumers demand higher value/featured products. 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.

Spring Ram continue to be market leaders, although their share has been eroded in both volume and value terms. Showerlux, British Home Doors, and Daryl are amongst the most significant competitors. Showerlux, Daryl and Matki have experienced the strongest growth levels in the last two years, which is indicative of the increasing consumer demand for higher value products.

The two main distribution channels in this product sector are Builders Merchants with 43 percent volume share and 53 percent share by value and the DIY multiples, with 41 percent share by volume and 28 percent by value. The bathroom specialists sector has increased its share in the last two years, as consumer demand in times of increasing levels of personal disposable income has favoured higher quality/value products, and has facilitated a trend towards overall bathroom renovation.

Shower Accessories

The shower accessories market has experienced good growth in recent years, however, it too experienced a slight decline in the second half of 1998, as sales of other shower products dropped. Factors such as more extensive product choice, increasing shower penetration and greater consumer awareness are helping to stimulate a market recovery.

The market is currently valued at £36 million (1998 MSP), with further growth expected in the medium term. Product trends in the shower accessories market are increasingly influenced by styles and fashion, which should stimulate underlying value increases in the medium term.

The leading suppliers of shower accessories are Croydex/Gelson, while the majority of products are distributed via DIY multiples and department/variety stores.