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Total UK Shower Equipment Market Size
2002-2012 £m MSP
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In 2007, the shower
controls market was worth an estimated £253 million at
manufacturers’ selling prices. The shower enclosure, screen and
tray market was worth an estimated £240m at msp. The chart left
illustrates the development of the market between 2005 and 2012.
The markets had performed positively and well through the first
part of the decade and 2007 started well but deteriorated as the
year progressed, with increasing concern over a growing global
financial crisis and how this might impact the UK.
Including shower
accessories the market was an estimated £544m in 2007m falling 11%
to £485m in 2008. The latter year has been impacted by the
housebuilding market which is forecast to fall by 25% or more, and
the housemoving market, which is also forecast to drop sharply, by
maybe 30% or more. In 2009 the expectations are that the housing
market will continue to fall, though by a lower level, the
housemoving market is also likely to experience a reduced rate of
fall, but the general domestic RMI sector is likely to suffer more
as unemployment increases and consumer confidence drops further.
Shower controls
continue to account for the greatest proportion of the market with
47% of the overall market and with overall value supported by
trading up. General trends continue towards more powerful showers,
in both the mixer and electric product sectors.
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The market for enclosures,
screens and trays has experienced buoyant growth in recent years,
reflecting greater use in new build and growing replacement levels and a
trend towards larger and higher specification enclosures and trays.
Product quality is generally improving, as consumers demand higher
quality products and there is a general trend towards larger sizes in
trays and enclosures.
The shower accessories
market has experienced modest growth in recent years in comparison with
other shower products. Price competition in this sector is high, largely
due to the nature of distribution. Nevertheless the sector is supported
by a wider product choice in terms of styles and designs, increasing
shower penetration and greater consumer awareness and indeed may profit
if consumers decide to redecorate rather than refurbish.
Builders Merchants hold the
dominant share of sales, while the DIY sector has grown in popularity and
the bathroom specialists have done well while consumer confidence has
been high. The Internet has also emerged as a growing source of
information and product.
Overall estimates for the
shower market are for a sharp decline in 2008 and in 2009. It is likely
that there will be a greater emphasis on price and lower cost purchases,
with the shift to added value temporarily undermined in the short term.
Companies may find a shift to their low to medium priced products is more
likely as consumers seek to keep control of their spending.
In the medium to longer term
there will be added value opportunities for showers with improved
environmental credentials yet good performance, showers with more
features (such as the digital ranges) and showers with higher power will
no doubt remain in demand. Longer term, as market penetration nears
saturation, it is likely that the shower control market will grow at a
much slower rate, relying increasingly on replacement purchases and new
build.
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