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The bathroom
products and showers market had a combined estimated value of £1.4
billion msp in 2006 representing a 3% increase over the previous year.
The market has been stimulated by a
number of factors in recent years including high levels of consumer
confidence, low interest rates which has made it attractive to raise
capital for RMI activity either through loans or remortgaging property,
and the substantial rise in house prices, which has also prompted many
consumers to undertake RMI activity in order to further increase the
value of their dwelling. The shower market in particular has witnessed
healthy levels of growth during the period under review.
Growth in the market slowed during
2005 and 2006 as consumer confidence declined, house price growth slowed
and interest rates increased. Based on results from a consumer survey
undertaken by AMA
Research, ownership
levels of both baths and showers is high, at over 85, while over three
quarters of those surveyed have only one bathroom in their home. The
majority of those surveyed have only one bath and one shower in their
dwelling though there are significant variations in usage of both
products ranging from once a month to every day.
A wide variety of sources are
consulted when specifying bathroom and shower products, with factors
such as colour and price being important influences in the decision
making process.
Consumers are largely responsible for
the purchase of bathroom and shower products themselves, although
professional help is often required for installation activities. DIY
multiples, builders merchants and bathroom specialists are popular for
the supply of bathroom and shower products to the consumer market.
The results from the survey
incorporate answers from over 1800 fully completed
questionnaires, and through the random sampling methodology, statistical
confidence levels can be expressed as 99% (+/- 3%). | 
