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KN36001 KEY NOTE BATHS AND SANITARYWARE MARCH 2001

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This report covers: baths, sanitaryware, whirlpool baths, combination baths, air injection, bathroom furniture, showers, brassware, legislation, water regulations, shower enclosures, valves, shower trays, vitreous china, plastic baths, metal baths, toilet sets, bathroom mirrors, toilet roll holders, luxury baths, bidets, lavatory pans, flushing cisterns, sinks, washbasins, pedestals, WCs, urinals, porcelain fixtures, ceramic sanitary fixtures, soap dishes, sponge baskets, sanitary pails, bedpans, water closet pans, spittoons, copper sanitaryware, aluminium sanitaryware, stainless steel sinks, iron sanitaryware, pedestals,

Companies covered include: American Standard, Ideal-Standard, Armitage Shanks, Porcher, Ceramica Dolomite, European Plumbing Products, Blue Circle, Twyford Bathrooms, Sanitec Oyj Abp, Qualceram Shires, Jacuzzi UK, Spring Ram Bathrooms, Silverdale Ceramics, Jacuzzi Whirlpool Bath, Dolphin Fitted Bathrooms, Heritage Bathrooms, Premier Bathrooms, Whirlpools and Spas, Jacob Delafon, Roca, Topravit, Villeroy & Boch, Vitra,

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EXECUTIVE SUMMARY

The UK market for baths and sanitaryware grew by 4.6 percent in 2000, to an estimated £362m at manufacturers selling prices (msp). The market accounts for 39.9 percent of total bathroom equipment and accessories sales, which were worth £908m at msp in 2000.
The market is broadly segmented into baths — including ’luxury baths’ such as whirlpools and spas — and sanitaryware, which includes toilets, urinals, cisterns, pedestals, basins and bidets. Products can also be segmented by type of material, such as vitreous china, plastics and metals.
The domestic market accounts for an estimated 81 percent of sales of baths and sanitaryware, while the contract market accounts for the remaining 19 percent. The domestic replacement sector is extremely strong, accounting for 63 percent of total domestic sales, and is heavily driven by trends in consumer spending.
The last few years have witnessed a number of acquisitions and mergers within the UK market, and an increasing degree of US ownership. At the same time, imports’ share of the market has increased. Most notable among the company takeovers were the purchase of the two market leaders — Armitage Shanks Group Ltd by American Standard Plumbing (UK) Ltd (and the subsequent merger of Armitage with Ideal Standard) in 1999, and Caradon Bathrooms by Sanitec Oyj Abp of Finland, in January 2001. The major UK manufacturing companies are now directly owned by overseas groups.
Imports are set to increase, especially given the mandatory introduction of the new Water Regulations on 1st January 2001. These will bring the UK in line with other European markets, by permitting the use of a flushing valve and reducing toilet cistern capacity to 6 litres.
Key Note predicts that the baths and sanitaryware market will continue to grow at a healthy pace. The replacement sector is forecast to remain strong, with competition between manufacturers increasing as they vie for consumers’ business. It is anticipated that companies will seek to introduce more global or pan-European ranges to effect economies of scale. However, the need to create consumer brands which target particular lifestyle sectors is also envisaged, and will result in an increase in the marketing of aspirational, ’feel-good’ products, such as luxury baths and hi-tech gadgets — the latter incorporating ’entertainment centres’ with music, television and aromatherapy.

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TABLE OF CONTENTS

Executive Summary 1
1. Market Definition 2
REPORT COVERAGE 2
Domestic Sector 2
Contract Sector 2
MARKET SECTORS 3
MARKET TRENDS 3
The Bathroom Reflects Lifestyle Trends 3
Activity in the Housebuilding Market 3
Table 1: Number of Moving Households in England (millions), 1994/1995-1998/1999 4
Table 2: Number of Property Transactions in England, Wales and Northern Ireland (000), 1996-2000 4
A More Affluent Consumer 5
Table 3: Real Household Disposable Income (£m at 1995 prices), 1995-2000 6
Table 4: Average Weekly Household Expenditure by Age of Head of Household (£), 1999/2000 7
Design Trends in Baths and Sanitaryware 7
Baths 8
Accessories and Furniture 8
Showers 9
Brassware 9
Legislation 9
MARKET POSITION 10
UK 10
Table 5: The Bathroom Equipment Market by Sector by Value (£m at msp), 2000 10
Overseas 10
KEY TRADE ASSOCIATIONS 11
The Bathroom Association 11
The Confederation of European Bath Manufacturers 11
Federation Européenne des Fabricants de Ce-ramiques Sanitaires 11
2. Market Size 12
THE TOTAL MARKET 12
Table 6: The Total Market for Baths and Sanitaryware by Value at Current Prices (£m at msp), 1996-2000 12
UK Net Supply 13
Table 7: UK Net Supply of Baths and Sanitaryware by Material Type (£m at msp), 1996-1999 13
Table 8: UK Net Supply of Baths and Sanitaryware by Material Type (£m at msp), 1996-2000 15
By Building Type 17
Table 9: Estimated Breakdown of the UK Baths and Sanitaryware Market by Sector by Value ( percent), 2000 18
MARKET SECTORS 18
Table 10: The Total Market for Baths and Sanitaryware by Sector by Value at Current Prices (£m at msp and percent), 2000 19
Toilets, Urinals and Cisterns 19
Baths 20
Table 11: The Baths Sector by Material Type by Value at Current Prices (£m at msp and percent), 2000 20
Luxury Baths 20
Basins and Pedestals 21
OVERSEAS TRADE 21
Imports 21
Table 12: Imports of Baths and Sanitaryware by Material Type by Value (£m at msp), 1996-1999 22
Key Importing Countries 22
Sanitaryware 22
Table 13: Imports of Porcelain and China Sanitaryware by Country of Origin by Value (£000), 1997 and 2000 23
Table 14: Imports of Other Ceramic Sanitaryware by Country of Origin by Value (£000), 1997 and 2000 24
Exports 25
Table 15: Exports of Baths and Sanitaryware by Material Type by Value (£m at msp), 1996-1999 25
Key Export Countries 26
Sanitaryware 26
Table 16: Exports of Porcelain and China Sanitaryware by Country of Destination by Value (£000), 1997 and 2000 26
Table 17: Exports of Other Ceramic Sanitaryware by Country of Destination by Value (£000), 1997 and 2000 27
3. Industry Background 28
INTRODUCTION 28
Recent History 28
Number of Companies 28
Table 18: Number of VAT-Based Enterprises Engaged in the Manufacture of Ceramic Sanitary Fixtures by Turnover, 2000 29
Table 19: Number of VAT-Based Enterprises Engaged in the Manufacture of Builders’ Wares of Plastic and Plastic Floorcoverings, and Other Fabricated Metal Products, 2000 30
Employment 30
Table 20: Number of VAT-Based Local Units Engaged in the Manufacture of Ceramic Sanitary Fixtures by Employment Size, 2000 31
Table 21: Number of VAT-Based Local Units Engaged in the Manufacture of Builders’ Wares of Plastic and Plastic Floorcoverings, and Other Fabricated Metal Products, 2000 32
REGIONAL VARIATIONS IN THE MARKETPLACE 32
Table 22: Number of Bathroom Distributors in the UK by Region, 2000 33
DISTRIBUTION 33
Table 23: Distribution of Baths and Sanitaryware by Type of Outlet by Volume ( percent), 1998-2000 34
HOW ROBUST IS THE MARKET? 34
LEGISLATION 35
4. Competitor Analysis 36
THE MARKETPLACE 36
Table 24: Market Shares in the UK Baths and Sanitaryware Market by Volume ( percent), 2000 36
MARKET LEADERS 37
American Standard 37
Ideal-Standard Ltd 37
American Standard Plumbing (UK) Ltd 38
Twyford Bathrooms 39
Qualceram Shires PLC 40
Jacuzzi UK Group PLC 41
OTHER COMPANIES 42
Dolphin Fitted Bathrooms 42
Heritage Bathrooms 42
Premier Bathrooms 42
Whirlpools and Spas 42
IMPORTERS TO THE UK MARKET 42
Jacob Delafon 42
Roca Ltd 43
Topravit (UK) Ltd 43
Villeroy & Boch (UK) Ltd 43
Vitra (UK) Ltd 43
OUTSIDE SUPPLIERS 43
Raw Materials 43
Products and Equipment 44
Distribution 44
ADVERTISING AND PROMOTION 44
Table 25: Main Media Advertising Expenditure on Bathroom Furniture and Fittings (£000), Year to December 1999 and 2000 45
Exhibitions 46
UK Trade Exhibitions 46
Bathrooms & Kitchens Expo — 13th to 15th May 2001 46
Interbuild — 9th to 13th June 2002 46
KBB — 20th to 23rd January 2002 46
UK Consumer Exhibitions 46
The Ideal Home Exhibition — 15th March to 8th April 2001 46
International Trade Exhibitions 47
ISH 47
5. Strengths, Weaknesses, Opportunities and Threats 48
STRENGTHS 48
WEAKNESSES 48
OPPORTUNITIES 49
THREATS 50
6. Buying Behaviour 51
INTRODUCTION 51
Trade Sector 51
Consumer Sector 51
Housebuilding 52
Table 26: Number of Housing Starts in Great Britain (000 of dwellings), 1996-2000 52
Table 27: Number of Housing Completions in Great Britain (000 of dwellings), 1996-2000 53
Buyer Motivational Factors 53
Table 28: Housing Affordability Indicators, 1996-2000 54
CONSUMER PENETRATION 54
Baths and Sanitaryware 54
Table 29: Penetration of Baths, Basins, Toilets and Bidets (000 of adults and percent), 2000 55
By Social Grade and Income 55
Table 30: Ownership of Baths and Sanitaryware by Social Grade and Income (000 of households and percent), 2000 56
Bathroom Mirrors and Cabinets 57
Table 31: Penetration of Bathroom Mirrors and Cabinets (000 of adults and percent), 2000 57
7. Current Issues 58
THE ROLE OF THE INTERNET 58
THE IMPACT OF THE EURO 58
THE POLITICAL SCENE 59
PRODUCT DEVELOPMENT 59
CONSUMER DEMAND 60
NEW PRODUCT LAUNCHES 60
Electrolux 60
Aquajet International 60
Samuel Heath 60
Triton 60
Ideal-Standard 61
Bronte Whirlpools 61
Airbath International 61
Jacob Delafon 61
LEGISLATIVE CHANGES AND PROTECTION OF THE ENVIRONMENT 61
Water Regulations 61
From 1st July 1999 61
From 1st January 2001 62
Part M of the Building Regulations 62
8. The Global Market 63
TOTAL MARKET SIZE 63
MAJOR TRENDS 63
CONSUMER BEHAVIOUR 64
US COMPANIES IN EUROPE AND THE UK 64
Kohler Corporation 65
American Standard Incorporated 65
US Industries 65
EUROPEAN PLAYERS WITH SIGHTS TRAINED ON EXPANSION 65
Roca 65
Sanitec 66
Villeroy & Boch 66
Consolidation 66
ASIAN COMPANIES SHOW INTEREST IN WESTERN MARKETS 67
Toto Ltd 67
INAX Corporation 67
China 67
Effects of the Asian Recession 67
9. Forecasts 68
INTRODUCTION 68
HOUSING MARKET FORECASTS 68
Table 32: Forecast Housing Output by Value at Constant 1995 Prices (£m at msp), 2000-2002 69
FORECASTS 2001 TO 2005 69
Table 33: The Forecast Market for Baths and Sanitaryware by Value at Current Prices (£m msp), 2001–2005 70
FUTURE TRENDS 70
The Ageing Population 70
Table 34: UK Population Projections (000), 1998-2011 71
Household Structure 71
Table 35: Estimates and Projections of Numbers of Households in England (000), 1996-2016 72
Market Segmentation 72
Europeanisation/Globalisation 73
Product Development 73
Technological Changes 74
Competitor Forecasts 74
10. Company Profiles 75
American Standard Plumbing (UK) Ltd 76
Jacuzzi UK Group PLC 78
Twyford Bathrooms 80
11. Further Sources 82
Associations 82
Periodicals 83
Directories 84
General Sources 84
Bonnier Information Sources 85
Government Publications 86
Other Sources 86
Understanding TGI Data 88
Number, Profile, Penetration 88
Social Grade 89
Standard Region 89
Key Note Research 90
The Key Note Range of Reports 91

Text © 2001 Key Note

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Last updated by Jacob van Eldik 22nd April 2001