ISBN 1-85765-552-4

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Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET POSITION

MARKET TRENDS

Table 1: Bathroom Equipment Sales by Building Sector by Value ( percent), 1994

Figure 1: The UK Baths and Sanitaryware Market by Value ( percent), 1995

Table 2: The UK Baths and Sanitaryware Market by Product Sector by Value (£m and percent), 1995

Table 3: Housebuilding Starts and Completion in Great Britain (000 dwellings), 1989-1995

Table 4: Housing Tenure by Type ( percent and 000), 1984-1994

Table 5: Average Weekly Household Expenditure on Repairs, Maintenance and Decorations (£), 1993-1994/1995

Market Size

THE TOTAL MARKET

MARKET SECTORS

OVERSEAS TRADE

Table 6: The UK Baths and Sanitaryware Market (£m), 1990-1995

Table 7: The UK Baths and Sanitaryware Market by Product Sector by Value (£m and percent), 1995

Table 8: UK Manufacturers' Sales of Baths by Volume and Value (000 units and £m at rsp), 1991-1995

Table 9: Overseas Trade in Baths and Sanitaryware (£m at msp), 1989-1995

Table 10: Imports of Iron and Steel Baths and Sanitaryware by Country of Origin (£000), 1994 and 1995

Table 11: Imports of China Baths and Sanitaryware by Country of Origin (£000), 1994 and 1995

Table 12: Imports of Plastic Baths and Sanitaryware by Country of Origin (£000), 1994 and 1995

Table 13: Exports of Iron and Steel Baths and Sanitaryware by Country of Destination (£000), 1994 and 1995

Table 14: Exports of Plastic Baths and Sanitaryware by Country of Destination (£000), 1994 and 1995

Table 15: Exports of China Baths and Sanitaryware by Country of Destination (£000), 1994 and 1995

Industry Background

RECENT HISTORY

LEGISLATION

INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATIONS

Table 16: UK Distribution of Baths and Sanitaryware by Volume ( percent), 1995

Table 17: Distribution of Bathroom Accessories by Volume ( percent), 1995

Competitor Analysis

THE MARKETPLACE

MARKET SHARE

SELECTED COMPANIES

MAJOR COMPANIES

LEADING MANUFACTURERS

ADVERTISING AND PROMOTION

Table 18: Market Share of the UK Baths and Sanitaryware Market by Volume ( percent), 1995

Figure 2: Market Share of the UK Baths and Sanitaryware Market by Volume ( percent), 1995

Table 19: Main Media Advertising Expenditure by Leading Bathroom Manufacturers (£000), 1994 and 1995

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

INTRODUCTION

Table 20: Purchases of New Baths and Sanitaryware by Amount Spent ( percent), 1995

Table 21: Purchases of New Baths and Sanitaryware Products Analysis by Sex, Age and Social Grade ( percent), 1995

Table 22: Purchases of New Bathroom Accessories - Mirrors and Cabinets - ( percent), 1995

Outside Suppliers to the Industry

MAJOR OUTSIDE SUPPLIERS

Current Issues

NEW PRODUCT DEVELOPMENTS

TECHNOLOGICAL DEVELOPMENTS

CORPORATE ACTIVITY

LEGISLATION

Forecasts

INTRODUCTION

FUTURE MARKET DEVELOPMENTS

MARKET/PRODUCT TRENDS

THE 'GREY' MARKET

OVERSEAS TRADE

RETAIL DISTRIBUTION

CONCLUSIONS

Table 23: Housebuilding Forecast (000 dwellings), 1994-1997

Table 24: Forecast Retail Sales of the UK Baths and Sanitaryware Market (£m), 1996-2000

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

Baths and sanitaryware constitutes the largest sector in the UK bathroom products market. It includes baths, sanitaryware, i.e. wash basins, toilets, WC seats/covers and bidets, to showers, shower accessories, brassware and bathroom accessories. In 1995, the UK baths and sanitaryware market increased by 4 percent to £391m, of which baths accounted for 35 percent (£137m), basins 27.9 percent (£109m), toilets 26.1 percent (£102m), bidets 4.1 percent (£16m), and WC seats/covers 6.9 percent (£27m).

Demand for baths and sanitaryware is closely linked to the level of building and construction activity. 1995 proved to be another difficult year, with the continued slump in the housing market seriously affecting sales. Market growth was mainly attributed to the increase in selling prices and consumers trading up to more quality bathroom products to suit their lifestyle needs. Also, there has been a tremendous improvement in choice and styles of products in both quality and performance. Fierce discounting has continued at the bottom end of the bathroom market, while at the top end, sales of steel baths have made a comeback, following the trend towards more traditional styles. Acrylic baths have also come under increasing threat from the new composite synthetic bath materials, which are stronger and more flexible.

In 1995, the UK baths and sanitaryware market was mainly dominated by domestic manufacturers, with the top five leading companies controlling 84 percent of volume sales. In 1995, the market leader was Armitage Shanks, which had 80 percent of the contract sector and 25 percent of the domestic sector in volume terms.

The past year has seen the leading companies rationalising and consolidating their bathroom operations, and focusing on improving efficiencies and working relationships in order to maintain or improve their position in an increasingly competitive environment.

The immediate prospect for the UK baths and sanitaryware market remains mixed, as there are no signs of recovery in the housebuilding market and consumer confidence still remains low. The long-term prospect, however, looks more encouraging, with tremendous new opportunities to be exploited in bathroom accessories and fitted furniture. Also, the market will benefit from the continued growth in owner-occupied dwellings, the increase in the number of households and second bathrooms, and the expected recovery in the housing market.

Key Note forecasts that the UK baths and sanitaryware market will experience growth of 18.3 percent between 1996 and the year 2000 to reach £484m.

Text © 1996 Key Note

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