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Shower Market Report - UK 2015-2019 Analysis

Published: 22/10/2015 / Number of Pages: 93 / Price: £795.00

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Introduction and Overview

AMA Research have published the 15th edition of the 'Shower Market Report - UK 2015-2019 Analysis'. The report represents an informed, up-to-date and detailed review of the market. It analyses the current trends by product sector and includes estimates on total UK shower equipment sales, comment on future prospects and implications for manufacturers and the industry as a whole.

Key issues covered:

  • Market overview - estimates of market size, forecasts to 2019, key trends and market influences, market penetration levels, detailed analysis by product sector.
  • Shower controls - mixer, electric, digital, power, bath/shower, shower columns/poles etc.
  • Enclosures, trays and screens - traditional, walk-ins, glass wetroom panels, bath/shower screens, low-level and level-access trays etc.
  • Accessories - both shower related and enclosure related.
  • Supply and distribution review - major suppliers, company profiles, market shares, distribution channels and distribution shares.

Key areas of insight include:

  • Analysis of market performance for 2015 and forecasts for 2016 to 2019. Forecasts indicate that the shower market is increasing steadily and good growth is anticipated from 2016.
  • Digital showers are becoming more popular as consumers become used to digital control and plumbers more familiar with the installation benefits.
  • Sustainability and water efficiency a major concern. Consumers more aware of environmental impact of aspects in their homes; water and energy saving shower equipment is in greater demand.
  • Greater use of the internet and e-commerce solutions. Growth of online retailing means easier price comparison. Consumers more knowledgeable and demanding affordable design-led products that will last.
  • The wellness trend is well established in UK bathrooms. Wetroom areas, large walk-in frameless and semi-frameless enclosures, rainfall showerheads, digital controls, steam cabins; now seen as a luxurious alternative to bathing.
  • Ageing UK population, growth in multigenerational households. How the changing demographic profile will impact on future product developments and market demand.

Some of the companies included:

Abode Home Products, Advanced Showers International, AL Challis, Aqata, Aqualisa Group, Aqualona Products, Aqualux Products, Argos, B & Q, Bathstore, BHL, Bristan Group, Cooper Callas, Coram Group, Crosswater, Croydex Group, Delabie UK, Douglas James, Duravit, Ellbee, F&P Wholesale, Frontline Bathrooms, Grafton Group, Grohe, Heat and Plumb, Homebase, Horne Engineering, Hüppe, Ideal Standard, Intatec, Jacuzzi UK, Just Trays, Kaldewei, Kermi UK, Kohler Mira, Koralle, Kudos Shower Products, Lakes Bathrooms, Laufen, Manhattan Showers, Marflow Engineering, Marleton Cross, Matki, Merlyn Industries, Methven UK, MX Group, Norcros Group, Novellini, Pegler Yorkshire Group, PJH Group, Porcelanosa UK, RAK Ceramics UK, Redring Xpelair Group, Reliance Water Controls, Roca UK, Roman, Saint-Gobain Group, Samuel Heath, Salamander, Screwfix, Simpsons Shower Enclosures, TAB, Taplanes, Tavistock Bathrooms, TCL Manufacturing, Teuco UK, Travis Perkins, Twyford Bathrooms, Ultra Finishing, Vado, Victoria Plumb, Villeroy & Boch, Wolseley Group.

Electric, Mixer, Power, Digital Shower Controls

  • Market size, estimates 2010-2015, forecasts through to 2019.
  • Key trends and influences - energy efficiency legislation, changes in UK population profile and household size, lifestyle trends, influence of the internet, media etc.
  • Assessment by sector - electric, mixer, digital, bath/shower, product mix, key characteristics, new product developments and trends.
  • Analysis of the digital controls sector - pumped/ non-pumped, growth areas, important new products.
  • Major suppliers; market shares by total market and by product group, key characteristics, strengths, new products, turnover etc.
  • Distribution channels; merchants, DIY multiples, bathroom specialists, other retail; market shares, characteristics and key trends; future prospects plus impact of the internet and e-Retail channel.
  • Installation & specification; growing influence of the consumer in the specification process; DIY vs professional installation; trends and influences.

Enclosures, Screens and Trays

  • Market size, key trends, estimates of market size 2015, forecasts through to 2019.
  • Key trends in the market place and influencing factors; are the trends and influences set to continue, or will there be changes?
  • Analysis by sector; developments in enclosures, shower cabins, screens & trays; product mix; sales trends; growth sectors.
  • Market penetration levels; current and future levels, main bathroom/en-suite facilities.
  • Analysis of product and material developments - glass and acrylics, glass designs, standards, frame colour options, size options, aesthetic trend influences, product features, growth factors.
  • Channels of distribution; market shares by channel; characteristics and key trends; impact of e-Retail channel; role of distributors.
  • Competitive structures; market shares of major suppliers; key characteristics, strengths, new products, turnover etc.

Shower Accessories

  • Market size, key trends, estimates of market size 2015, forecasts through to 2019.
  • Key trends in the market place and influencing factors; are the trends and influences set to continue, or will there be changes?
  • Review of major product groups and their future trends; product mix; characteristics.
  • Competitors' shares; market shares; characteristics; turnover etc.
  • Channels of distribution - DIY multiples, merchants, bathroom specialists and role of distributors; influence of e-Retail, mail order, department stores and grocery multiples.

Review of Future Prospects

  • Trends over the next 18 months - two years, and forecasts to 2019; value growth, key market drivers, product trends.
  • Increasing influence of replacement demand in the market.
  • Impact of new housing market on product developments.

Report Summary

In 2014, the value of the shower equipment market saw an increase of around 4% compared to the market size in 2013, reflecting continued steady growth in the building and home improvement markets in particular. Between 2010 and 2012, the UK shower market was comparatively volatile, in line with the uncertain economic situation at this time. However, since 2013 the market for showering products has seen a notable increase, with demand picking up as the economy improves, the housing market recovers and consumer confidence levels improve.

The majority of UK households now have at least one shower installation in their property. The level of penetration has climbed significantly since the late 1990's to reach around 89% in 2014, this is equivalent to 23.8 million UK homes. Shower controls account for the greatest proportion of the overall shower equipment market though enclosures, screens and trays account for only moderately less than the shower controls sector. As a result of the maturing shower market and high level of shower usage, replacement products such as shower accessories have grown share to 13%. Many products are now designed specifically for retrofit purposes, with ease of installation an important consideration.

Shower products for the domestic and commercial sectors are distributed through a wide range of channels. The main distribution channel continues to be builders and plumbers merchants with the DIY multiples also holding a substantial share. Other retail channels include bathroom specialists, grocery multiples, mail order retailers and department stores. Online retailers are also becoming more important as consumers increasingly use the internet to source the best deals. Manufacturers are also selling spare parts and accessories direct to the consumer online.

The outlook for the UK shower equipment market in 2015 looks positive with good growth anticipated into the medium-longer term. However, pricing pressures are likely to remain intense due to rising levels of imported products and an increasingly competitive distribution market. Future trends include the growth in wetrooms and walk-in shower areas, the increasing popularity of digital showers and forecast growing demand for 'inclusive' shower products due to the ageing UK population, as well as growth in water efficient shower controls driven by the introduction of the Water Label on shower products from 2014.


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. SUMMARY & FUTURE PROSPECTS 9
  6. 2.1 SUMMARY 9
  7. 2.2 KEY TRENDS 10
  8. 2.3 FUTURE PROSPECTS 11
  9. 3. ECONOMIC ENVIRONMENT 13
  10. 3.1 GDP 13
  11. 3.2 INFLATION & INTEREST RATES 14
  12. 3.3 UNEMPLOYMENT 15
  13. 3.4 HOUSEHOLD CONSUMPTION 16
  14. 3.5 HOUSING & CONSTRUCTION 16
  15. 3.6 STERLING 17
  16. 3.7 POPULATION PROFILE 18
  17. 3.8 CONCLUSIONS 18
  18. 4. SHOWER CONTROLS 20
  19. 4.1 MARKET OVERVIEW 20
  20. 4.1.1 Definition 20
  21. 4.1.2 Market Size by Value 2010 - 2019 21
  22. 4.1.3 Overseas Trade 23
  23. 4.2 MARKET TRENDS 24
  24. 4.2.1 Household Penetration 24
  25. 4.2.2 Type of Installation 26
  26. 4.2.3 RMI Trends 27
  27. 4.2.4 New Build Trends 29
  28. 4.2.5 Installation and Specification 31
  29. 4.3 PRODUCT TRENDS 32
  30. 4.3.1 Overall Product Mix 32
  31. 4.3.2 Electric Showers 33
  32. 4.3.3 Mixer Showers 36
  33. 4.3.4 Digital Mixers 38
  34. 4.3.5 Integrated Power Showers 39
  35. 4.3.6 Shower Pumps 39
  36. 4.3.7 Shower Panels 40
  37. 4.3.8 Bath/Shower Mixers 41
  38. 4.4 KEY SUPPLIERS OF SHOWER CONTROLS 42
  39. 4.4.1 Market Shares 42
  40. 4.4.2 Key Company Profiles 43
  41. 4.4.3 Other Suppliers 46
  42. 4.5 DISTRIBUTION 49
  43. 4.5.1 Channel Structure and Trends 49
  44. 4.5.2 Channel Shares 51
  45. 4.5.3 Key Companies 52
  46. 5. ENCLOSURES, SCREENS & TRAYS 58
  47. 5.1 MARKET OVERVIEW 58
  48. 5.1.1 Market Definition 58
  49. 5.1.2 Market Size by Value 2010 - 2019 58
  50. 5.1.3 Overseas Trade 60
  51. 5.2 MARKET TRENDS 60
  52. 5.2.1 Household Penetration 60
  53. 5.2.2 RMI Trends 61
  54. 5.2.3 New Build Trends 62
  55. 5.2.4 Installation and Specification Trends 63
  56. 5.3 PRODUCT TRENDS 64
  57. 5.3.1 Product Mix 64
  58. 5.3.2 Enclosures 64
  59. 5.3.3 Screens 71
  60. 5.3.4 Trays 73
  61. 5.4 KEY SUPPLIERS OF ENCLOSURES, SCREENS AND TRAYS 75
  62. 5.4.1 Market Shares 75
  63. 5.4.2 Key Company Profiles 76
  64. 5.4.3 Other Suppliers 79
  65. 5.5 DISTRIBUTION 81
  66. 5.5.1 Channel Shares 81
  67. 6. SHOWER ACCESSORIES 83
  68. 6.1 MARKET OVERVIEW 83
  69. 6.1.1 Definition 83
  70. 6.1.2 Market Size by Value 2010-2019 83
  71. 6.2 PRODUCT TRENDS 85
  72. 6.2.1 Product Mix 85
  73. 6.2.2 Shower-Related Products 86
  74. 6.2.3 Enclosure-Related Products 87
  75. 6.2.4 Shower Extras 89
  76. 6.3 KEY SUPPLIERS OF SHOWER ACCESSORIES 90
  77. 6.3.1 Market Shares 90
  78. 6.3.2 Company Profiles 91
  79. 6.3.3 Shower Suppliers 91
  80. 6.4 DISTRIBUTION 92
  1. Tables & Charts
  2. CHART 1 UK SHOWER EQUIPMENT MARKET BY VALUE (MSP) 2010-2019 9
  3. TABLE 2 GDP DATA - 2012-2015 - KEY CONSTITUENT ELEMENTS 13
  4. CHART 3 INTEREST RATES AND INFLATION (CPI) FROM 2000-2019 15
  5. CHART 4 PDI & SAVINGS RATIO AT CURRENT PRICES 2000-2019 16
  6. TABLE 5 EXCHANGE RATE FLUCTUATIONS 2010-2016 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 18
  7. TABLE 6 UK SHOWER CONTROLS MARKET BY VALUE (£M MSP) 2010-2019 21
  8. CHART 7 UK SHOWER CONTROLS MARKET % PENETRATION 1998 - 2014 24
  9. CHART 8 UK HOUSEHOLDS WITH 2+ BATHROOMS % BY TENURE (PRIVATE, SOCIAL) 2014 25
  10. CHART 9 UK MULTIGENERATIONAL HOUSEHOLDS 2003-2013 BY VOLUME (000S) 26
  11. CHART 10 SHOWER CONTROLS % MARKET MIX BY TYPE OF INSTALLATION (REPLACEMENT, NEW BUILD, NEW/ADDITIONAL) 2014 27
  12. TABLE 11 UK HOUSE BUILDING STARTS & COMPLETIONS 2012-2016 ('000 DWELLINGS) 30
  13. CHART 12 UK SHOWER CONTROLS - % PRODUCT MIX BY VOLUME (ELECTRIC, MIXER, DIGITAL, POWER ETC) 2014 32
  14. CHART 13 ELECTRIC SHOWERS % PRODUCT MIX BY KW POWER RATING 2014 34
  15. TABLE 14 SHOWER CONTROL SUPPLIERS % MARKET SHARE BY VOLUME 2014 42
  16. CHART 15 UK MARKET INFRASTRUCTURE FOR SHOWER CONTROLS 50
  17. CHART 16 UK SHOWER CONTROLS - % CHANNEL SHARE 2014 (MERCHANTS, DIY, SPECIALISTS, INTERNET ETC.) 51
  18. TABLE 17 UK ENCLOSURES, SCREENS AND TRAYS MARKET BY VALUE (£M MSP) 2010-2019 58
  19. CHART 18 HOUSEHOLD PENETRATION OF SEPARATE SHOWER INSTALLATIONS % 2005, 2014 61
  20. TABLE 19 UK ENCLOSURES, SCREENS & TRAYS NEW BUILD SECTOR BY VOLUME (000'S) 2014 62
  21. CHART 20 UK ENCLOSURES, SCREENS & TRAYS MARKET - % PRODUCT MIX BY VALUE 2014 64
  22. CHART 21 UK ENCLOSURES MARKET - % PRODUCT MIX BY VALUE (TRADITIONAL, WALK-IN, GLASS WETROOM PANELS, CABINS & PODS) 2014 65
  23. TABLE 22 SHOWER ENCLOSURES, SCREENS & TRAYS - SUPPLIER % MARKET SHARE BY VALUE 2014 75
  24. TABLE 23 UK SHOWER ENCLOSURES, SCREENS AND TRAYS - DISTRIBUTION CHANNEL % SHARE 2014 82
  25. TABLE 24 UK SHOWER ACCESSORIES MARKET BY VALUE (£M MSP) 2010-2019 84
  26. CHART 25 UK SHOWER ACCESSORIES - % PRODUCT MIX BY VALUE (SHOWER-RELATED, ENCLOSURE-RELATED, SHOWER EXTRAS) 2014 86
  27. TABLE 26 SHOWER ACCESSORIES SUPPLIERS % MARKET SHARES BY VALUE 2014 90
  28. TABLE 27 UK SHOWER ACCESSORIES - % CHANNEL SHARE 2014 92

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