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Kitchen & Bathroom Products in the Housebuilding Market Report - UK 2016-2020 Analysis

Published: 23/08/2016 / Number of Pages: 71 / Price: £795.00

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Introduction and Overview

The first edition of the 'Kitchen & Bathroom Products in the Housebuilding Market - UK 2016-2020 Analysis' covers the installation of kitchen and bathroom products in the new home sector and includes an analysis of new build trends, the market size of kitchen and bathroom products in the new housing sector, segmentation, comment on future prospects and implications for manufacturers and the industry as a whole. Written by marketing professionals with considerable experience of the kitchen and bathroom products industry, this report provides a detailed and comprehensive review of the market, which is influenced by the economy, government schemes, consumer trends and demographics.

Key content covered:

  • Newbuild housing market - current state, key market influences, important trends, completions and forecasts, buying & specification process.
  • Review of kitchen and bathroom products in new housebuilding, covering:
  • Kitchen products - furniture, worktops, sinks and tapware.
  • Kitchen appliances - cooking, refrigeration, dishwashing, laundry.
  • Bathroom products - baths, sanitaryware, mixer taps, accessories, furniture, whirlpools/spa baths etc.
  • Shower products - shower controls, enclosures, screens and trays, wetroom products, accessories etc.

Recent trends include:

  • Estimated performance for 2016 and forecasts for 2017 - 2020. Forecasts are based on the current economic situation and the potential impact of Brexit on the housebuilding sector in the short to medium term.
  • The trend towards open-plan living in new build homes - how this has influenced kitchen design and the products used in new houses, e.g. built-in appliances, coordinated design.
  • The technical and brand specification process in the housebuilding market - key influencers and the decision making process.
  • The growing importance of choice and the use of brands as an added-value feature, with homebuyers increasingly specifying kitchen and bathroom products from a selection, often at no extra cost.
  • With housebuilders now focusing on larger family homes, the demand for bathroom and shower products has increased. A positive influence has been the trend towards 2+ bathrooms / ensuites in new build homes.
  • Homebuyers are increasingly demanding 'hotel-style' quality interiors. This trend is motivating housebuilders to offer higher quality fixtures and finishes.

Kitchen Products in the New Build Sector

  • Overall market size by value, key trends and factors influencing the new build sector, forecasts through to 2020, taking into account the economic environment, current industry forecasts, in the light of the EU referendum, etc.
  • New build kitchen market trends including open plan layouts, minimalist designs, popularity of the kitchen-diner, custom design, importance of brands etc.
  • Overall product mix - % share by value - furniture, appliances, worktops, sinks and tapware.
  • Kitchen furniture - including fitted and freestanding, influences, new build design trends etc.
  • Kitchen appliances - key design trends, influences, technological developments etc.
  • Kitchen worktops - laminates, composites, natural stone, influences, product trends etc.
  • Other products - sinks, tapware, PODs, design trends, developments etc.

Bathroom Products in the New Build Sector

  • Overall market size by value, key trends and factors influencing the new build sector, forecasts through to 2020, taking into account the economic environment, current industry forecasts, in the light of the EU referendum, etc.
  • New build bathroom market trends - number of main bathrooms, ensuites/additional bathrooms, cloakrooms in houses, wetrooms etc.
  • Overall product mix - bathroom products, shower products, % share by value.
  • Bathroom products - baths, sanitaryware, mixers, accessories, furniture, new build product trends, developments etc.
  • Shower products - shower controls, enclosures, screens, trays, wetroom products, accessories, product trends, new build influences etc.
  • Bathroom PODs - new build end use sectors, benefits, trends etc.

Buying and Specification Process

  • Technical specification - private and social housing, decision process.
  • Brand specification - housebuilder, local authority, influences.
  • Purchasing - sub contractor / installer, distribution, builders and plumbers merchant, distributor, direct from manufacturer.
  • Factors influencing choice - regulatory, availability, quality, design, cost etc.

New Housing Market

  • Definition - private housing, local authority housing, owned by RSLs.
  • Key market influences - UK economy, buy to let sector, housing demand and supply, demographics, land availability and planning etc.
  • Housing completions - overall figures, future projections, by private and public sector, mix of completions - flats, houses, housing moving trends etc.
  • Demographic influences - household size, life expectancy trends etc.
  • The housebuilders - leading players, market shares, self-build sector etc.

Overall Kitchen & Bathroom Products Market

  • Overall market size, development and key influences, estimates of market size in 2016, forecasts through to 2020.
  • Overall product mix - kitchen appliances, kitchen furniture, bathroom products, shower products, by value.
  • Market trends by product sector - key market trends, developments etc.

Report Summary

The new housebuilding market is an important end use sector for kitchen and bathroom products, and in 2015 it was estimated to account for approximately 13% of the overall UK kitchen and bathroom products market. The market for kitchen and bathroom products in newbuild housing increased by an estimated 12% in 2015 reflecting the continued steady improvement in the UK economy, consumer confidence levels and significant growth in the UK housebuilding market in particular. Following a static period between 2011 and 2013, market conditions have steadily improved in 2014 and 2015 with housebuilding levels showing good growth, supporting new build kitchen sales via contractors, developers, distributors and the merchants. The shift towards three and four bedroom homes has supported larger new build kitchens and additional utility room installations in the new build sector.

Key trends in new build kitchens include; a focus on layout and design, growing popularity of kitchen-diners with a seating area, growing demand for 'hotel-style' quality interiors, increasing focus on durability, particularly in the social housing sector, increasing usage of well-known reputable brands of kitchen appliances in order to attract buyers and an increasing choice of worktop materials and designs.

Key trends in new build bathrooms include; a trend towards 2+ bathrooms / ensuites, increasing investment in quality fixtures and fittings offering longevity and luxury, minimalist designs, 'future proofing' of bathrooms so they can be easily adapted to changing needs, increasing popularity of wetroom areas, higher usage of digital technology in the premium sector, e.g. digital shower controls, spa baths, sensor operated mixer taps etc.

The new housing sector continued to recover with steady growth rates to mid-2016, underpinned by mortgage assistance schemes such as Help to Buy, a more buoyant economy and undersupply for a number of years. Housebuilders continue to focus on family homes, which should drive sales of larger, higher value kitchens. With a growing proportion of flats and apartments expected in the longer term and the small size of the average UK bathroom and kitchen, there will be a continuing demand for space-saving solutions. For example, wall-hung sanitaryware, clever kitchen storage designs, slim-line appliances, compact bathroom furniture, the shower bath etc. The referendum decision to leave the EU has resulted in some economic uncertainty and housebuilders are likely to remain cautious. Consequently, this may result in a lower level of housing starts in 2017, which will affect volume sales of bathroom and kitchen products into the new housing sector. However, overall value could be lifted somewhat by the higher costs of imported raw materials and products, which may support value growth in the kitchen and bathroom sector.


List of Report Contents

  1. Contents Listing
  2. 1. INTRODUCTION 7
  3. 1.1 BACKGROUND 7
  4. 1.2 SOURCES OF INFORMATION 7
  5. 2. EXECUTIVE SUMMARY & MARKET PROSPECTS 9
  6. 2.1 OVERALL MARKET 9
  7. 2.2 MARKET PROSPECTS 11
  8. 3. ECONOMIC ENVIRONMENT 13
  9. 3.1 GDP 13
  10. 3.2 INFLATION & INTEREST RATES 15
  11. 3.3 UNEMPLOYMENT 16
  12. 3.4 HOUSEHOLD CONSUMPTION 16
  13. 3.5 HOUSING & CONSTRUCTION 17
  14. 3.6 STERLING 18
  15. 3.7 POPULATION PROFILE 18
  16. 3.8 CONCLUSIONS 19
  17. 4. NEW HOUSING MARKET 20
  18. 4.1 MARKET DEFINITION 20
  19. 4.2 HOUSEBUILDING PERFORMANCE AND KEY TRENDS 20
  20. 4.3 MARKET PROSPECTS 21
  21. 4.4 MIX OF COMPLETIONS 23
  22. 4.5 HOUSE MOVING 24
  23. 4.6 DEMOGRAPHIC FACTORS 24
  24. 4.7 THE HOUSEBUILDERS 26
  25. 4.7.1 Number of Completions 26
  26. 5. KITCHEN PRODUCTS - NEW BUILD SECTOR 29
  27. 5.1 MARKET OVERVIEW 29
  28. 5.1.1 Definition 29
  29. 5.1.2 Market Size and Trends New Build Kitchen Products 29
  30. 5.1.3 Market Prospects New Build Kitchen Products 31
  31. 5.2 KITCHEN PRODUCT TRENDS IN THE NEW BUILD SECTOR 31
  32. 5.2.1 Product Mix 31
  33. 5.2.2 Kitchen Appliances 33
  34. 5.2.3 Kitchen Furniture 36
  35. 5.2.4 Utility Rooms 38
  36. 5.2.5 Worktops 38
  37. 5.2.6 Sinks 39
  38. 5.2.7 Tapware 40
  39. 5.3 KITCHEN PODS 40
  40. 6. BATHROOM & SHOWER PRODUCTS - NEW BUILD SECTOR 42
  41. 6.1 MARKET OVERVIEW 42
  42. 6.1.1 Definition 42
  43. 6.1.2 New Build Bathroom and Shower Products Market Size by Value 42
  44. 6.1.3 Market Prospects New Build Bathrooms and Showers Market 43
  45. 6.1.4 New Build Bathrooms Market Size by Volume 44
  46. 6.1.5 New Build Bathroom Market Trends 44
  47. 6.2 BATHROOM PRODUCT TRENDS IN THE HOUSEBUILDING MARKET 46
  48. 6.2.1 Product Mix 46
  49. 6.2.2 Baths & Sanitaryware 48
  50. 6.2.3 Taps & Mixers 50
  51. 6.2.4 Bathroom Accessories 50
  52. 6.2.5 Bathroom Furniture & Worktops 52
  53. 6.2.6 Whirlpools & Spa Baths 53
  54. 6.3 SHOWER PRODUCT TRENDS IN THE HOUSEBUILDING SECTOR 53
  55. 6.3.1 Product Mix 53
  56. 6.3.2 Shower Controls 54
  57. 6.3.3 Enclosures, Screens & Trays 57
  58. 6.3.4 Wetroom Products 58
  59. 6.3.5 Shower Accessories 59
  60. 6.4 BATHROOM AND SHOWER-ROOM PODS 59
  61. 7. BUYING AND SPECIFICATION PROCESS IN NEW BUILD SECTOR 61
  62. 7.1 SPECIFICATION OF KITCHEN & BATHROOM PRODUCTS 61
  63. 7.1.1 Technical Specification 61
  64. 7.1.2 Brand Specification 61
  65. 7.1.3 Purchasing 62
  66. 7.2 FACTORS INFLUENCING CHOICE 62
  67. 8. OVERALL KITCHEN & BATHROOM PRODUCTS MARKET 64
  68. 8.1 MARKET DEFINITION 64
  69. 8.2 OVERALL MARKET SIZE 64
  70. 8.3 OVERALL MARKET PRODUCT MIX 65
  71. 8.4 KEY MARKET TRENDS BY PRODUCT SECTOR 66
  72. 8.4.1 Kitchen Appliances 66
  73. 8.4.2 Kitchen Furniture, Worktops, Sinks & Tapware 68
  74. 8.4.3 Bathroom Products 69
  75. 8.4.4 Shower Products 70
  1. Tables & Charts
  2. TABLE 1 UK KITCHEN & BATHROOM PRODUCTS IN THE HOUSEBUILDERS MARKET BY VALUE AND FORECASTS (£M MSP) 2011-2020 9
  3. TABLE 2 GDP DATA - 2013-2016 - KEY CONSTITUENT ELEMENTS 14
  4. CHART 3 INTEREST RATES AND INFLATION (CPI) FROM 2000-2020 15
  5. CHART 4 PDI & SAVINGS RATIO AT CURRENT PRICES 2000-2020 17
  6. TABLE 5 EXCHANGE RATE FLUCTUATIONS 2012-2018 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 18
  7. TABLE 6 HOUSEBUILDING COMPLETIONS 2011-2020 - UK (NUMBER OF DWELLINGS) 20
  8. CHART 7 HOUSEBUILDING COMPLETIONS (ENGLAND) 2005-2020 % MIX BY TYPE OF DWELLING 23
  9. TABLE 8 RESIDENTIAL PROPERTY TRANSACTIONS IN THE UK (000S) 2011-2017 24
  10. TABLE 9 AVERAGE HOUSEHOLD SIZE FOR GREAT BRITAIN 1991-2016 25
  11. CHART 10 UK POPULATION IN 65+ AGE CATEGORY 1985, 2013, 2035, 2050 25
  12. TABLE 11 UK HOUSEBUILDERS (500+ UNITS)- LEADING COMPANY COMPLETIONS 2015 26
  13. TABLE 12 UK KITCHEN PRODUCTS - HOUSEBUILDING SECTOR BY VALUE (£M MSP) 2011-2020 29
  14. CHART 13 UK KITCHEN PRODUCTS IN THE HOUSEBUILDING MARKET - PRODUCT MIX BY VALUE 2015 (APPLIANCES, FURNITURE, WORKTOPS, SINKS, TAPWARE) 32
  15. TABLE 14 UK KITCHEN PRODUCTS IN THE HOUSEBUILDING MARKET BY VALUE (£M MSP) 2011, 2015 & 2020 (APPLIANCES, FURNITURE, WORKTOPS, SINKS, TAPWARE) 32
  16. CHART 15 KITCHEN APPLIANCES IN THE HOUSEBUILDING MARKET BY VALUE AND FORECASTS (£M MSP) 2011-2020 33
  17. CHART 16 KITCHEN APPLIANCES IN THE HOUSEBUILDING MARKET - PRODUCT MIX BY VALUE 2015 (BUILT-IN, FREESTANDING) 34
  18. CHART 17 KITCHEN APPLIANCES IN THE HOUSEBUILDING MARKET - PRODUCT MIX BY VALUE 2015 (COOKING, DISHWASHING, REFRIGERATION, LAUNDRY) 35
  19. CHART 18 KITCHEN FURNITURE & WORKTOPS IN THE HOUSEBUILDING MARKET BY VALUE AND FORECASTS (£M MSP) 2011-2020 37
  20. TABLE 19 UK BATHROOM & SHOWER PRODUCTS IN THE HOUSEBUILDING MARKET BY VALUE (£M MSP) 2011-2020 42
  21. CHART 20 VOLUME OF NEW BUILD BATHROOM INSTALLATIONS BY TYPE (000S) 2015 (MAIN BATHROOMS, ENSUITE/ADDITIONAL BATHROOMS, CLOAKROOMS) 44
  22. CHART 21 UK BATHROOM PRODUCTS - HOUSEBUILDING MARKET PRODUCT MIX BY VALUE 2015 (BATHS/ SANITARYWARE; TAPS & MIXERS; ACCESSORIES; FURNITURE; WHIRLPOOLS) 47
  23. TABLE 22 UK BATHROOM PRODUCTS IN THE HOUSEBUILDERS MARKET (£M MSP) 2011, 2015 & 2020 (BATHS & SANITARYWARE; TAPS & MIXERS; ACCESSORIES; FURNITURE) 47
  24. CHART 23 BATHS & SANITARYWARE IN THE HOUSEBUILDING MARKET BY VALUE AND FORECASTS (£M MSP) 2011-2020 48
  25. CHART 24 BATHROOM ACCESSORIES IN THE HOUSEBUILDING MARKET % PRODUCT MIX BY VALUE 2015 (FITTINGS; TOWEL WARMERS; MIRRORS; TOILET SEATS; BATH PANELS) 51
  26. CHART 25 MIX OF SHOWER PRODUCTS IN THE HOUSEBUILDING SECTOR % SHARE BY VALUE 2015 (CONTROLS; ENCLOSURES, SCREENS & TRAYS; WETROOM PRODUCTS; ACCESSORIES) 53
  27. TABLE 26 UK SHOWER PRODUCTS IN THE HOUSEBUILDING MARKET BY VALUE (£M MSP) 2011, 2015 & 2020 (CONTROLS; ENCLOSURES, WETROOM PRODUCTS; ACCESSORIES) 54
  28. CHART 27 SHOWER CONTROLS IN THE HOUSEBUILDING MARKET BY VALUE AND FORECASTS (£M MSP) 2011-2020 55
  29. TABLE 28 SHOWER CONTROLS IN THE HOUSEBUILDING MARKET % INSTALLATIONS BY MAIN BATHROOM, ENSUITE 2015 55
  30. CHART 29 ENSUITE/ADDITIONAL BATHROOM INSTALLATIONS - PRODUCT MIX BY VOLUME 2011 AND 2015 (ENCLOSURES, WETROOM AREAS, BATHS) 57
  31. TABLE 30 SHOWER ENCLOSURES, SCREENS & TRAYS IN THE HOUSEBUILDING MARKET % INSTALLATIONS BY BATHROOM TYPE 2015 58
  32. CHART 31 UK KITCHEN & BATHROOM PRODUCTS MARKET BY VALUE AND FORECASTS (£M MSP) 2011-2020 65
  33. CHART 32 UK KITCHEN & BATHROOM PRODUCTS MARKET % PRODUCT MIX BY VALUE 2015 (APPLIANCES, FURNITURE, BATHROOM, SHOWER) 66
  34. TABLE 33 KITCHEN APPLIANCES MARKET BY VALUE £M MSP (BUILT-IN, FREESTANDING) 2011, 2015 & 2020 67
  35. TABLE 34 KITCHEN APPLIANCES MARKET BY VALUE £M MSP (COOKING, REFRIGERATION, DISHWASHING, LAUNDRY) 2015 67
  36. TABLE 35 KITCHEN FURNITURE MARKET BY VALUE £M MSP (FURNITURE, WORKTOPS, SINKS, TAPWARE) 2011, 2015 & 2020 68
  37. TABLE 36 BATHROOM PRODUCTS MARKET BY VALUE £M MSP (BATHS, SANITARYWARE, TAPS & MIXERS, ACCESSORIES, FURNITURE, OTHER) 2011, 2015 & 2020 69
  38. TABLE 37 SHOWER PRODUCTS MARKET BY VALUE £M MSP (CONTROLS, ENCLOSURES/SCREENS/TRAYS, WETROOM PRODUCTS, ACCESSORIES) 2011, 2015 & 2020 70

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