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MP45020

MAPS BATHS AND SHOWERS MAY 2000

Overview

Editor: Market Assessment
ISBN: 1-86111-300-5

Table of Contents

Executive Summary

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TABLE OF CONTENTS

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EXECUTIVE SUMMARY

The UK bathrooms market is highly price conscious, particularly in the bath and sanitaryware sector, where merchants and DIY multiples have aggressive pricing approaches. The recession of the early 1990s exacerbated this situation, with many contracts won on a no-profit basis, simply to sustain turnover.

With consumer demand rising and house moving levels considered to be improving, in 2000, the opportunities to improve pricing and margins are increasing. Though tradesmen, and the various distribution channels, now have lower levels of price expectation.

Since 1998, the bath and sanitaryware market has increased in size, as has the accessories sector. Sanitaryware is clearly the largest sector of the bathrooms market, with high domestic penetration, though en-suite facilities and cloakrooms offer opportunities for growth. In common with baths, an increasing number of niche sectors are likely to provide future opportunities for growth.

The most important age group to the sanitaryware market are the 35-54 year olds, who account for around one-half of potential buyers, though their levels of intention to purchase are only slightly above average. However, 25-34 year olds are more likely than average to buy, reflecting the fact that, at that age, people are moving in and out of properties and may wish to change their bathroom.

Buying of sanitaryware among 35-54 year olds may be in the form of trading up to a more luxurious suite, reflecting their greater levels of affluence, compared to younger buyers. The bathrooms market, as a whole, is not particularly dynamic, due to the British tendency towards traditional and conservative styles. In addition, this is a relatively mature market, dependent on substantial refurbishment or new build.

In the sanitaryware sector, corner baths and angled baths are becoming more common features in manufacturers’ ranges. Also in sanitaryware, reduced flush WC’s are a more recent development, brought about by a change in the water by-laws, at the beginning of 1993.

In general terms, the market, as a whole, has a relatively positive outlook. House moving is increasing, new house building appears set to start improving and consumer spending is on the increase. In addition, consumers may be keen to add en-suite facilities or a downstairs cloakroom, reflecting trends in the new house building market.

Both the merchants and the DIY multiples offer better advice than previously, with project guidance through leaflets and even videos, in some cases. This may encourage wider replacement or improvement, though may also shift the emphasis from tradesmen to consumer installation.

Certain sectors of the overall market are relatively mature, in terms of product development, such as baths and sanitaryware. The sectors of greater opportunity are shower controls, enclosures and bathroom accessories. One task for the bathrooms industry, as a whole, is to raise the profile of the bathroom, to encourage consumers to increase the amount they spend on it, relative to other parts of the house, such as the kitchen.

Text © 2000 MAPS

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Last updated by Duncan Nottage 7th February 1999