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AM45050 AMA HOUSEBUILDING MARKET - BATHROOM PRODUCTS DECEMBER 2000

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EXECUTIVE SUMMARY

AMA Research have published a report on "The Housebuilding Market 2000" focusing specifically on Bathroom and Shower Products. The report reviews developments in the new housing market and is based on a primary research programme of interviews with housebuilders throughout the UK.

Key Areas Included in the Report:-

Detailed Assessment Of The Housebuilding Market - housing starts & completions, analysis by sector (private/public), forecasts of future trends.
Bathroom & Shower Products in New Build - products covered include baths, sanitaryware, shower controls, enclosures, screens, trays & brassware. Analysis includes overall market size, analysis by product, relative importance of new build by product, growth of en-suites and downstairs cloakrooms in new build.
Buying & Specification Process - review of factors influencing choice of product, major influences on decision, source of supply, responsibility for purchasing and installation.
Database of the top UK Housebuilders - optional listing includes over 650 Head and Regional offices.

The report provides a comprehensive review of developments in the new housing market for bathroom and shower products. The overall housing market has continued to evolve throughout the 1990's with substantial changes to the mix between public and private sectors, the size and style of dwellings and specifications levels for new build housing.

In 1999 the new build sector for bathroom products was estimated to be worth approximately 17 percent of the total bathroom and shower products sectors, with an approximate value of £115 million. In recent years, the sector has benefited from an increased incidence of en-suite and downstairs cloakroom installations in the face of declining completions.

Areas of Particular Interest:-

Expansion of en-suite installations into more house types and increase in secondary installations
Increase in number of downstairs cloakroom installations
Evidence of higher specification levels of bathroom and shower products in new build homes
Future trends for Bathroom and Shower products in new build.

This report is written by marketing professionals, with experience in the building products and home improvement sector enabling us to provide comprehensive and detailed coverage of these changing markets. The report comments not only on what is happening in the industry, but on key influencing factors and likely future prospects. This report is based on an extensive survey of buyers and specifiers within national, regional and local housebuilders and housing associations. In addition, relevant information is also collated from a wide range of trade and other sources providing data and comments that are both specific and relevant to the market involved.

Key Areas of Coverage Include:-

BATHROOM & SHOWER PRODUCTS

Overall value, volume and market size of bathroom products - recent trends and forecasts to 2004. Products covered - baths, sanitaryware, shower controls, enclosures, screens, trays and brassware.
Bathroom & Shower products - market trends, values and mix of sales, key factors influencing new build market for bathroom products.
New build - value, volume and market size for bathroom products in the main bathroom - recent trends and forecasts up to 2004.
New build - volume of en-suites and downstairs cloakrooms - housing mix requirements, housebuilders policies, future trends and forecasts to 2004.
En-suites & downstairs cloakrooms - value, market size, product mix of bathroom products within the new build market and forecasts to 2004.
Future trends - builders and customer attitudes, market requirements etc.

BUYING & SPECIFICATION PROCESS

Role of key influencers in technical specification of bathroom products - housebuilder, sub-contractor, local authority/housing association, house-buyer etc.
Role of key influencer in choosing the brand of bathroom product - housebuilder, sub-contractor, local authority/housing association, house-buyer etc.
Responsibility for the purchase & installation of bathroom products - role of subcontractors & housebuilders.
Source of supply - Builders Merchants, direct from Manufacturers, Distributors, Bathroom Specialist etc.
Influencing criteria for housebuilders when choosing a manufacturer - ranked by level of importance.

HOUSEBUILDING MARKET

New housing starts and completions - trends since 1980, review of market volatility in recent years, forecast, analysis by region.
Analysis by sector - private sector, Local Authority, Housing Associations, changing market mix, factors influencing the market, future trends, value of housebuilding output by sector.
Market structure - stock of buildings in UK, ownership structure, average household number, housing stock by age of dwelling, etc

HOUSEBUILDERS

Overall market size, number of builders, market share of leading housebuilders, current restructuring.
Review of major national housebuilders - volume of completion, market positioning, influence of Housing Associations.
Regional & local housebuilders, characteristics, volume/turnovers etc.
Database of leading housebuilders including all regional development offices.

DATABASE

Data is available for multiple use and on disc in either Access or Excel.
Database of over 650+ housebuilders regional offices and head offices.
Data includes name, addresses, telephone numbers and on some, websites.

This 100+ page report provides a comprehensive review of developments in bathroom products, within the new housing sector.

TABLE OF CONTENTS

The Housebuilding Market 2000 - Focusing On Bathroom And Shower Products		Page
1.	INTRODUCTION	8
2.	SUMMARY	9
3.	ECONOMIC ENVIRONMENT	12
3.1	General	12
3.2	GDP Growth	12
3.3	Interest Rates and Inflation	12
3.4	Unemployment	13
3.5	Household Consumption, Earnings and Spending	13
3.6	Sterling	14
3.7	New Housebuilding Sector	14
4.	CONSTRUCTION MARKET	15
5.	THE NEW HOUSING MARKET	20
5.1	Definition	20
5.2	Market Size	20
5.3	Housing Starts	21
5.3.1	Overall Statistics	21
5.3.2	Regional Housebuilding Starts	24
5.4	Housing Completions	26
5.4.1	Overall Completions	26
5.4.2	Private Sector	30
5.4.3	Public Sector	32
5.4.4	Registered Social Landlords (Housing Associations)	32
5.5	Value of Housebuilding	33
5.6	House-Moving Market	35
5.6.1	House Prices	36
5.6.2	Residential Property Transactions	38
5.6.3	Mortgages	39
5.7	Housing Stock	41
5.7.1	Overall level of Housing Stock	41
5.7.2	Housing Land Prices	43
5.7.3	Household Tenure	45
5.7.4	Number and Size of Households	47
5.7.5	Dwelling Stock by Age	49
6	THE HOUSEBUILDERS	50
6.1	Definitions	50
6.1.1	National House Builders	50
6.1.2	Larger Regional House Builders	50
6.1.3	Smaller Regional and Local House Builders	50
6.2	Overall Market	51
6.3	House Builders Market Share	52
6.3.1	National House Builders	54
6.3.2	Regional & Local House Builders	66
7.	BATHROOM PRODUCTS OVERALL MARKET TRENDS	70
7.1	Overall Bathroom Market Value	70
7.2	Overall Bathroom Market Volume	74
7.3	Product Mix	77
7.3.1	Baths	78
7.3.2	Sanitaryware	79
7.3.3	Showers	81
7.3.4	Brassware	83
7.3.5	Shower Enclosures	84
8.	NEW BUILD MARKET FOR BATHROOM PRODUCTS	86
8.1	General Market	86
8.1.1	Key Market Influences	86
8.1.2	Housing Trends	87
8.1.3	Bathroom Trends in New build	88
8.2	New Build Market Size	88
8.3	Product Mix	91
8.3.1	Main Bathrooms	91
8.3.2	En-Suite Bathrooms	98
8.3.3	Downstairs Cloakrooms	103
8.4	Summary of the New Build Market for Bathroom and Shower Products	105
9.	BUYING AND SPECIFICATION PROCESS FOR BATHROOM AND SHOWER PRODUCTS IN NEW BUILD	109
9.1	Overview of Buying and Specification	109
9.2	Specification of Bathroom Products	109
9.2.1	Technical Specification	109
9.2.2	Brand Specification	111
9.2.3	Responsibility for Installation	112
9.2.4	Purchasing Responsibility	113
9.2.5	Source of Purchase	114
9.3	Factors Influencing Choice	115
9.3.1	The Most Important Consideration	115
9.3.2	The Second Most Important Consideration	116
9.3.3	The Third Most Important Consideration	118
9.3.4	Summary of Buying Consideration	119
9.	FUTURE PROSPECTS	120
Tables and Charts
Chart 1:	Housebuilding Completions 1980 - 2000	9
Table 2:	Total Market for Bathroom & Shower Products in New Build Homes in Great Britain by Sector 1999 by Value (£m MSP)	11
Chart 3:	Value of Construction Output 1988-1999 (£ bn)	15
Table 4:	Construction Output by Sector 1988-1999 (£ bn) at Current Prices	17
Table 5:	Housing Starts 1980-2002 In Great Britain by Tenure (‘000)	21
Table 6:	Housebuilding Starts for the Private Sector - England by Region 1995-1999 by Volume (000’s)	24
Table 7:	Housebuilding Starts for the Public Sector - England by Region 1995-1999 by Volume (000’s)	25
Table 8:	Housebuilding Completions (000’s Dwellings) 1980-2003 in GB	27
Chart 9:	Mix of New Housing Completions in Great Britain by Sector 1980-1999 ( percent)	30
Table 10:	UK Value of Housebuilding Contractors Output at Current Prices 1985-1999 in England & Wales	34
Table 11:	Average Price of New Dwellings 1981 to 1999 (£000)	36
Table 12:	Residential Property Transactions 1990 to 1998 - (Freehold and Leasehold Transactions)	38
Table 13:	Volume of Mortgages for Building Societies UK 1993 to 1999 (All Dwellings)	40
Table 14:	Average Advances by All Mortgage Lenders on New Dwellings	41
Table 15:	Stock of Buildings in Great Britain 1983 - 2000	42
Table 16:	Average Price of Private Sector Housing Land in England and Wales 1993 to 1999	43
Table 17:	Household Tenure Distribution in Great Britain 1981-1998	46
Table 18:	Average Household Size for Great Britain 1971-1999	48
Chart 19:	Mix of Stock of Dwellings by Age – England	49
Table 20:	NHBC Registered Builders by Number of Units Started 1990-1998	51
Table 21:	Market Share of the Leading Housebuilders by Volume 1999	53
Chart 22:	UK Bathroom and Showers Market 1990-2002 By Value £m MSP	70
Table 23:	UK Bathroom and Shower Market by Value £m MSP 1990 to 2003	72
Table 24:	Total UK Bathroom & Shower Products Market By Volume (000’s)	75
Chart 25:	Market Mix of Bathroom & Shower Products 1999 by £m MSP	77
Chart 26:	Volume of New Build Bathroom Installations in Great Britain by Type 1999 (000s)	89
Chart 27:	Share of Total Bathroom Installations in Great Britain by Type of Bathroom 1999 by Volume	90
Chart 28:	New Build Bathroom and Showers in Main Bathrooms in Great Britain 1999 by Volume	92
Chart 29:	New Build Main Bathroom Market Value by Product in Great Britain 1999 (£m MSP)	93
Chart 30:	Mix of Bathroom Products used in New Build Main Bathrooms in GB 1999 by Value (£m MSP)	95
Table 31:	Product Mix of Showers in the Main Bathroom of New Build Properties in Great Britain 1999 by Volume	96
Table 32:	Mix of Showers Used in the Main Bathroom in New Build Properties in Great Britain 1999 by Value (£m MSP)	97
Chart 33:	Product Mix of En-Suite Bathrooms in New Build Properties in Great Britain 1999 by Volume	98
Table 34:	Products Installed in New Build En-Suite Bathrooms in GB 1999 by Volume	99
Chart 35:	Value of Bathroom Product used in En-Suite Bathrooms in GB 1999 - (£m MSP)	100
Chart 36:	Mix of En-Suite Bathroom Products by Individual Sector in GB 1999 by Value (£m MSP)	101
Table 37:	Mix of Shower Types used in New Build En-Suite Bathrooms in GB 1999 by Value (£m MSP)	102
Table 38:	Mix of Showers Types Used in New Build En-Suite Bathrooms in GB 1999 by Value (£m MSP)	103
Table 39:	Volume of Products Used in New Build Downstairs Cloakrooms in GB 1999 by Volume	104
Table 40:	Value of Products Used in Downstairs Cloakrooms in Great Britain 1999 (£m MSP)	105
Table 41:	Total Market for Bathroom & Shower Products in New Build Homes in Great Britain by Sector 1999 by Value (£m MSP)	106
Chart 42:	The Total Market for New Build Bathroom and Shower Products 1999 by Value (£m MSP)	107
Table 43:	Responsibility for Technical Specification of Bathroom and Shower Products in New Build 2000	110
Table 44:	Responsibility For Brand Specification for the Private & Public Sectors 2000	111
Table 45:	Responsibility For Purchasing Bathroom Products in both the Private & Public Sectors 2000	113
Chart 46:	Major Sources of Purchase for Bathroom Products 2000	114
Chart 47:	The Most Important Criteria When Specifying Bathroom and Shower Products by Housebuilders 2000	115
Chart 48:	The Second Most Important Criteria When Specifying Bathroom and Shower Products by Housebuilders 2000	117
Chart 49:	The Third Most Important Criteria When Specifying Bathroom and Shower Products by Housebuilders 2000	118

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Last updated by Duncan Nottage 5th March 2001

AM45050 AMA HOUSEBUILDING MARKET - BATHROOM PRODUCTS DECEMBER 2000

The Housebuilding Market 2000 - Focusing On Bathroom And Shower Products

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