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In 2005, the
shower equipment market was worth an estimated £476 million at
manufacturers’ selling prices.
Between 2000 and 2004, the shower market achieved
considerable levels of growth in line with higher levels of consumer
confidence and a buoyant housing market. Growth was particularly high
between 2002 and 2004, with the buoyant housing market in particular
encouraging mortgage equity withdrawal to fund home improvements.
The level of growth began to slow in
the latter half of 2004, influenced by the interest rate rises and the
slowdown in the housing market and an erosion of consumer confidence.
However, compared with other consumer durables sectors, the shower
sector continued to perform well, with comparatively high growth rates.
These trends
continued to influence the market in 2005, with lower levels of growth
recorded. Similar conditions have also been experienced throughout 2006,
with a recent increase in interest rates and rising inflation
restricting consumer spending and prompting lower levels of growth in
the shower sector, compared to recent years. This is influenced by the
fact that consumer expenditure on high value items such as bathrooms and
kitchens is often postponed in times of economic uncertainty.
Shower
controls continue to account for the greatest proportion of market share
with overall value supported by trading up and additional shower
installations. Similarly, the enclosures, screens and trays sector has
experienced substantial growth in recent years
Shower Controls
The shower controls market has
experienced significant growth in value during the last five years due
to a number of factors. The wider exposure and awareness of showers has
increased penetration levels, while the trend towards higher
specification products and the greater focus on design and style has
boosted the replacement sector. In addition, the high levels of
expenditure on home improvements contributed to the growth of this
market, particularly between 2000 and 2003. Also, the increased volume
of shower applications in new build has underpinned the market. The
level of growth has been slower over the last two years in line with the
overall market.
General trends continue towards more
powerful showers, in both the mixer and electric product sectors. Mixer
showers have continued to increase their share in both volume and value
terms, mainly at the expense of the electric sector. Bath/shower mixers
remain static, with the new housebuild market the main end use sector,
although there appears to be a slight shift towards separate mixer
controls in this sector.
The emphasis continues to be placed on
higher value, high specification products and trading up by consumers
supporting value growth.
The leading suppliers of shower
controls in terms of volume are Triton and Mira.
Aqualisa, continue to take a significant share, while other
companies competing in the mid-upper sectors of the market such as
Grohe, Hansgrohe and Bristan etc have gained share in recent
years.
In terms of distribution, Builders
Merchants hold the dominant share of sales, while the DIY sector has
grown in popularity, mainly due to the wider range of brands and
products now offered by this sector. The bathroom specialists also
command a significant share of the market.
Enclosures, Screens & Trays
The market for enclosures, screens and
trays has experienced particularly buoyant growth in recent years.
Factors supporting the market include the growth of en-suites and shower
facilities in new build housing, high levels of home improvements,
growing replacement levels and the trend towards larger and higher
specification enclosures and trays.
In line with the overall shower
products market, the enclosures sector has experienced lower growth over
the last two years, although this sector has outperformed both shower
controls and accessories in terms of value growth.
With a current estimated household
penetration of non-bath shower installations at some 35%, the market has
considerable potential for future development. Product quality is
generally improving, as consumers demand higher quality products, and in
the trays market, there is a general trend towards larger sizes, with an
increasing number of consumers replacing the bath with a shower
enclosure.
Leading manufacturers include
Jacuzzi, Aqualux, Kohler Daryl, Showerlux,
Coram and Matki.
The main distribution channel in this
product sector is Builders Merchants with around half the market by
volume. The DIY multiples have gained share and account for around 30%
of the market, with the bathroom specialists accounting for the
remainder.
Shower Accessories
The shower accessories market has
experienced modest growth in recent years in comparison with other
shower products and has generally been supported by a wider product
choice in terms of styles and designs, increasing shower penetration and
greater consumer awareness. However, price competition in this sector is
high, largely due to the nature of distribution, which is dominated by
the DIY and the High Street sectors. Therefore value growth is expected
to remain low, with some product sectors, e.g. hoses, likely to
experience a decline, as the penetration of shower controls and
enclosures increases.
The leading suppliers of shower
accessories are Croydex and MX Group, while the majority
of products are distributed via DIY multiples and department/variety
stores.
Companies
Mentioned in this Report.
Armitage
Shanks, Stoves Plc, Powered Showers, Qualceram
Shires, Pegler, Spring Ram Bathrooms, Bristan Ltd, Howard Bird, Topliss,
Gelson/Croydex, Rega Metal Products, Salamander Pumped Shower Systems,
Deva Tap Company, Windsor Water Fittings, Rothwell, Sottini, Hotpoint, Tre
Mercati, Watermill, Ariston, RWC, Lefroy Brooks, Newey & Eyre, Wickes,
Edmundsons, Plumb Center, Jewsons, Travis
Perkins, BSS, Wickes, W T Burden, P J Hopkinson, Broughton Crangrove,
Tricom Supplies, AHED, Mark Two, Davroc, Copper Callas, Farmiloe &
Farmiloe, Ideal Bathrooms, Froy, Bennett & Fountain, Walsall, GAP
Distributors, CEF Holdings, Senate
Electrical, W F Distributors, Denmans, William Wilson, AC Electrical, Holland House, J & N Wade, Harding, G A
Nicholls, Stearn, BDC, B & Q, Focus Do It All, Great Mills, Wickes, Faucets,
Manhattan,
Selecta, Aquadart, Roman, Matki, M I Flair, Kermi, Koralle, Showerlux UK
Ltd, Daryl Industries, Matki Plc, Sovereign Exel, Huppe, Ellbee, Norske, Saniflo Blanc,
Hansgrohe, Ifo, Advanced Showers, Classic Showers, Novellini, Veca, Leisure, Jacob
Delafon, Chiltern Invadex, Eastbourne
Showers, Autumn Mobility, Showeristic, Kubex, Saniflo, Nordic, Majestic,
Steamist, Essential Steam and Shower Co, Teuco, Sauna UK,
Jacuzzi, Just Trays, Coram, Cavalier Bemis, Aquadart, Newteam, Ideal
Standard, Trojan Plastics, Euroform, Sphinx, Hopkinsons/Fourways, Mark 2,
Showerdrape, S & S
Manufacturing, Watermark, Hadida, ESL Healthcare, Provex.
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