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Executive Summary

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EXECUTIVE SUMMARY

The UK baths and sanitaryware market was estimated by Key Note to be worth £297m at manufacturers' selling prices (msp) in 1998, increasing by 2.1 percent between 1997 and 1998. It represents the largest sector of the total bathroom equipment market at 38.2 percent, although it does not have the fastest growth rate, as accessories (including fitted furniture) increased by 9.3 percent in 1998 and brassware by 5.8 percent.
The sector includes baths, with a value share of 34.3 percent, and sanitaryware, which includes toilets, urinals and cisterns, with a 35.4 percent value share, wash basins and pedestals, with 28.6 percent, and bidets, with 1.7 percent. The bath segment also includes luxury baths, such as whirlpools and spas.
60 percent of sales of baths and sanitaryware are attributed to the domestic replacement market in 1998, with trends in this area dependent upon consumer spending power on home improvement and home moving. The new housebuilding sector is also an influential factor and accounts for 21 percent of overall sales in 1998, with the construction, or contract sector accounting for a further 19 percent.
In 1999, two important changes in regulations will occur which will impact strongly on the baths and sanitaryware market. Firstly, in July, new water regulations are likely to be introduced to eventually replace the existing
bylaws which have been in force for over 100 years. British products will, therefore, be brought more in line with other European markets, which is likely to open the doors to increased imports. Secondly, in October, Part M of the Building Regulations will come into effect for private residences, resulting in the creation of additional facilities for the disabled, with the potential for increasing sales of toilets and basins for downstairs cloakrooms.
Key Note's forecasts through to 2003 show that the baths and sanitaryware market will continue to grow, albeit at a reduced rate compared to previous years, rising to £311.7m. The replacement sector will continue to remain strong, as harsher economic conditions force more consumers to improve their existing properties rather than move home. There will be increased competition from imports, which will erode the market share of the five leading British manufacturers, with imports potentially accounting for 25 percent of the market by 2003 and manufacturers being forced to focus on building strong consumer brands to differentiate. Sales through the do-it-yourself (DIY) sector will continue to increase, challenging the stronghold of the merchants, with bathroom specialists maintaining their share, and overall, improved service and added-value solutions are likely to typify all sectors.

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Domestic and Construction Breakdown of the UK Baths and Sanitaryware Market by Value ( percent), 1998

Table 2: The Bathroom Equipment Market by Product Category by Value (£m at msp), 1997 and 1998

Table 3: Sales of Baths and Sanitaryware (£m at msp), 1993-1998

Table 4: Number of Housing Starts and Completions in Great Britain (000 dwellings), 1990-1997

Table 5: Housebuilding Completions by Number of Bedrooms in England and Wales ( percent), 1971-1996

Table 6: Number of House Movers (million), 1984-1996/1997

Table 7: Gross Domestic Product at Market Price and Real Household Disposable Income (£m at 1995 prices), 1993-1998

Table 8: Average Weekly Household Expenditure by Age of Head of Household (£), 1996/1997

Market Size

THE TOTAL MARKET

MARKET SECTORS

OVERSEAS TRADE

Table 9: The Baths and Sanitaryware Market (£m at msp), 1993-1998

Table 10: Breakdown of the Baths and Sanitaryware Market by Market Sector by Value (£m at msp and percent), 1998

Table 11 : UK Net Supply of Baths and Sanitaryware by Material Type by Value (£000 at msp), 1993-1996

Table 12: Breakdown of the Baths Market by Material Type by Value (£m at msp and percent), 1998

Table 13: Estimated Breakdown of Imports of the Baths and Sanitaryware Market by Value (£m at msp and percent), 1993-1998

Table 14: Imports of Porcelain and China Sanitaryware by Country by Value (£000), 1997 and 1998

Table 15: Imports of Ceramic Sanitaryware Other Than Porcelain or China by Country by Value (£000), 1997 and 1998

Table 16: Exports of Porcelain and China Sanitaryware by Country by Value (£000), 1997 and 1998

Table 17: Exports of Ceramic Sanitaryware Other Than Porcelain or China by Country by Value (£000), 1997 and 1998

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

EMPLOYMENT

DISTRIBUTION

TRADE ASSOCIATIONS

TRADE EXHIBITIONS

Table 18: Number of Manufacturers of Ceramic Sanitary Fixtures by Turnover Sizeband, 1998

Table 19: Number of Manufacturers of Builders' Ware of Plastic and Plastic Floorcoverings and Manufacturers of Other Fabricated Metal Products by Turnover

Sizeband, 1998

Table 20: Number of Manufacturers of Ceramic Sanitary Fixtures by Employment Size, 1998

Table 21: Number of Manufacturers of Builders' Ware of Plastic and Plastic Floorcoverings and Manufacturers of Other Fabricated Metal Products by

Employment Size, 1998

Table 22: Breakdown of Distribution of the Baths and Sanitaryware Market ( percent of purchases), 1997 and 1998

Competitor Analysis

THE MARKETPLACE

MAJOR COMPANIES

SELECTED COMPANIES

IMPORTERS

DISTRIBUTOR ACTIVITY

WHIRLPOOLS AND SPAS

ADVERTISING AND PROMOTION

Table 23: Main Media Advertising Expenditure on Bathroom Furnishings by Selected Companies (£000), Third Quarter 1997 and 1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

INTRODUCTION

PURCHASE OF BATHS AND SANITARYWARE

Table 24: Purchases of Baths, Basins, Toilets and Bidets (000 adults and percent), 1998

Table 25: Breakdown of Those Owning Sanitaryware by Social Grade and Income (000 households and percent), 1998

Table 26: Purchases of New Sanitaryware in Last 12 Months by Social Grade and Income (000 households and percent), 1998

Table 27: Purchases of Bathroom Mirrors, Cabinets, etc. (000 adults and percent), 1988

Outside Suppliers to the Industry

INTRODUCTION

MAJOR RAW MATERIAL SUPPLIERS

COMPLEMENTARY FINISHED PRODUCTS

DISTRIBUTORS OF SANITARYWARE AND BATHROOM ACCESSORIES

Current Issues

NEW PRODUCT AND TECHNOLOGICAL DEVELOPMENTS

MATERIALS

RANGES/EVENTS

CORPORATE ACTIVITY

LEGISLATION

Forecasts

INTRODUCTION

FORECASTS 1999 TO 2003

FUTURE MARKET AND PRODUCT DEVELOPMENTS

CONCLUSION

Table 28: New Housing Starts and Completions (000 dwellings), 1997-2000

Table 29: Property Transactions England and Wales (000), 1997 and 1998

Table 30: Housing Repair, Maintenance and Improvement (£m at 1990 prices), 1997-2000

Table 31: Construction Output and Construction Repair, Maintenance and Improvement (£m at 1990 prices), 1997-2000

Table 32: Forecast Sales of the UK Baths and Sanitaryware Market (£m at msp), 1999-2003

Table 33: Population Projections by Age Band ( percent of the population), 1999-2036

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

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