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.
However, the market slowed during the end
of 2004 and 2005 as consumer confidence has fallen, house price growth
has slowed and interest rates have increased. In 2005, the market was
estimated to be worth £1,294m msp, representing a growth of around
3.5%.
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 with significant variations in usage of both products
ranging from once a month to every day. Replacement levels of products
indicate that bathroom products are likely to be replaced at the same
time rather than individually.
A wide variety of sources
are consulted when specifying bathroom and shower products, while
factors such as colour and price are important influences to consumers
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 1600 fully completed questionnaires,
and through the random sampling methodology, statistical confidence
levels can be expressed as 95% +/- 5%.
