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Shower Market Report - UK 2017-2021 Analysis

Published: 06/11/2017 / Number of Pages: 84 / Price: £795.00

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Introduction and Overview

The 16th edition of the 'Shower Market Report - UK 2017-2021 Analysis' represents an informed, up-to-date and detailed review of the market, analysing current trends by product sector and includes estimates on total shower equipment sales, comment on market prospects and implications for manufacturers and the industry as a whole. Written by marketing professionals with experience of the plumbing products industry, this report provides both manufacturers and suppliers with a detailed and comprehensive review of this fast-changing market.

Key report areas include:

  • Shower Controls - mixer, electric, digital, power, bath/shower mixer, shower column/poles etc.
  • Enclosures, Trays and Screens - traditional, walk-in, wetroom panels, bath/shower screens, low-level trays etc.
  • Accessories - shower-related, enclosure-related, shower extras including shower seats, grab rails etc.
  • Analysis of market performance for 2017 and forecasts for 2018 to 2021.

Key areas of insight include:

  • Product development has focused on quality and design with a trend towards higher value products and contemporary styles. There are greater levels of replacement purchases leading to product upgrade and added value opportunities.
  • Demand for digital showers has shown good growth as the use of 'smart' technology in UK homes becomes more prevalent. Plumbing installers are also more familiar with digital showers and the installation benefits they can offer.
  • The increasing use of the internet and growth of e-retailing. Consumers are now active participants in the shower decision process and online price comparison is quick and easy, affording the consumer greater scope and choice. Manufacturers have adjusted their distribution policies to adapt to this change.
  • Demand for inclusive showering solutions is growing as the UK population ages and the number of multi-generational families increase. How the changing demographic profile will impact on future product developments and market demand.

Some of the companies included:

Aqualisa Group (inc Aqualisa, Gainsborough), Aqualux Products, Aqata, Bristan Group (inc Bristan, Damixa), Coram Showers, Euramax, Grohe, Hansgrohe, Ideal Standard UK, Intatec, Jacuzzi Spa and Bath, Just Trays, Kohler Mira (inc Mira Showers, Rada), Kudos Shower Products, Lakes Bathrooms, Matki, Merlyn Showering, Methven, MX Group, Norcros Group (inc Triton Showers), Pegler, Redring Xpelair (inc Redring, Creda, Galaxy), Roman, Twyford, Ultra Finishing.


Market Overview & Product Trends

  • Overall market size by value, rates of change, key trends and factors of influence, estimates of market size in 2017, forecasts through to 2021.
  • Household penetration of showers - total number of UK homes with at least one shower, percentage with over-bath or separate shower facility; homes with 2+ bathrooms etc.
  • Demographic trends - ageing population, growth of multi-generational families etc.
  • Mix by type of installation - new build, replacement, additional/new showering facilities.
  • New build trends and influences - housebuilding starts and completions, installations in new build homes, trends and market prospects, government policies and regulatory influences.
  • RMI trends and influences - replacement sector trends and influences, retro-fit products, environmental influences etc.; additional/new installations - trends and influences.
  • Commercial trends - level of new work and RMI output for single-point showers in non-residential construction sectors - hotels & guesthouses, care homes & nursing homes, health & fitness clubs/gyms.
  • Other influences - including care in the community, increase in the Disabled Facilities Grant programme provision, 'Lifetime Homes' standard, simplified housing standards, growth of properties for private rent.
  • Overall product mix - shower controls; enclosures, screens and trays; shower accessories by value and share.
  • Shower controls - product mix by sector; electric, mixer, digital, power, bath/shower mixer, shower pumps, shower columns/poles. Key design trends, developments, influences etc.
  • Enclosures, screens and trays - developments in enclosures, wetroom panels, shower cabins, bath / shower screens and trays. Product mix, sales trends and growth sectors.
  • Shower accessories - shower-related accessories, enclosure-related accessories, extras including shower seats and grab rails etc. Design trends and future influences.

Supply & Distribution

  • Market shares of leading shower product manufacturers - by product sector.
  • Review and analysis of leading suppliers, including company profile, turnover, key product areas etc.
  • Summary of other specialist suppliers - by product sector.
  • Distribution structure - direct sales, merchants/distributors, other chains of supply.
  • Analysis of key channels and suppliers including: Merchants/distributors - key players, brands supplied etc. Other channels - bathroom specialists, home improvement multiples, other retailers etc. Growth of specialist online retailers.

Market Prospects

  • Forecast of market development - short and medium-term prospects up to 2021.
  • Positive and negative factors affecting the market - performance of UK economy, housebuilding, non-domestic construction, consumer confidence & spending, lifestyle and design trends etc.

Report Summary

In 2017 the shower equipment market has seen more subdued growth compared to previous years as uncertainty surrounding the Brexit process has impacted on business and consumer process. Between 2010 and 2012, the UK shower market was comparatively volatile, in line with the uncertain economic situation at this time. However, from 2013 to 2016 the market for showering products saw signs of stabilisation with consistent levels of growth as demand picking up with the UK economy recovering.

The majority of UK household 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 90% in 2016, this is equivalent to 23.9 million UK homes. Demand for shower products has been positively influenced by the increasing consumer preference towards using a shower instead of a bath. Furthermore, around two thirds of shower installations are installed over a bath. Additionally, a significant number of households with an over-bath facility also have a secondary separate shower facility such as an ensuite or wetroom area.

In terms of product mix, shower controls account for the greatest proportion of the shower equipment market with the largest share by value in 2016. Enclosures, screens and trays account for somewhat less than the shower controls sector with a moderately smaller share. With the maturing shower market and high level of shower usage, replacement products such as shower accessories have grown in market share.

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 home improvement multiples also holding a substantial share. Other retail channels include bathroom specialists, grocery multiples, mail order retailers and department stores. Online retailers are becoming significantly 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, via transactional websites.

Going forward, the UK shower equipment market is expected to continue to grow at steady, but moderate, levels similar to 2017. A strong driver for growth is the fact that new housebuilding volumes are set to continue increasing despite the uncertainty currently surrounding the UK's exit from the EU. Prospects remain positive in this sector and will support demand for showers installed in new build homes.


List of Contents

Content Listing

  1. 1. INTRODUCTION 7
  2. 1.1 BACKGROUND 7
  3. 1.2 SOURCES OF INFORMATION 7
  4. 2. SUMMARY & MARKET PROSPECTS 9
  5. 2.1 SUMMARY 9
  6. 2.2 KEY TRENDS 10
  7. 2.3 MARKET PROSPECTS 11
  8. 3. ECONOMIC ENVIRONMENT 12
  9. 3.1 GDP 12
  10. 3.2 INFLATION & INTEREST RATES 13
  11. 3.3 UNEMPLOYMENT 14
  12. 3.4 HOUSEHOLD CONSUMPTION 15
  13. 3.5 HOUSING & CONSTRUCTION 15
  14. 3.6 STERLING 16
  15. 3.7 POPULATION PROFILE 17
  16. 3.8 CONCLUSIONS 17
  17. 4. UK MARKET FOR SHOWER EQUIPMENT 19
  18. 4.1 DEFINITION 19
  19. 4.2 MARKET SIZE BY VALUE 2012 - 2021 19
  20. 4.2.1 Market Size 2012-2017 19
  21. 4.2.2 Market Prospects 2017-2021 20
  22. 4.3 MARKET MIX BY PRODUCT SECTOR 21
  23. 5. SHOWER CONTROLS 22
  24. 5.1 MARKET OVERVIEW 22
  25. 5.1.1 Definition 22
  26. 5.1.2 Market Size by Value 2012 - 2021 23
  27. 5.1.3 Market Prospects 24
  28. 5.1.4 Overseas Trade 25
  29. 5.2 MARKET TRENDS 25
  30. 5.2.1 Household Penetration 25
  31. 5.2.2 Demographic Influences 26
  32. 5.2.3 Type of Installation 28
  33. 5.2.4 RMI Trends 29
  34. 5.2.5 New Build Trends 31
  35. 5.2.6 Commercial Trends 33
  36. 5.2.7 Installation and Specification 34
  37. 5.3 PRODUCT TRENDS 35
  38. 5.3.1 Overall Product Mix 35
  39. 5.3.2 Electric Showers 36
  40. 5.3.3 Mixer Showers 38
  41. 5.3.4 Digital Showers 39
  42. 5.3.5 Integrated Power Showers 41
  43. 5.3.6 Shower Pumps 41
  44. 5.3.7 Shower Panels 42
  45. 5.3.8 Bath/Shower Mixers 42
  46. 5.4 KEY SUPPLIERS OF SHOWER CONTROLS 43
  47. 5.4.1 Market Shares 43
  48. 5.4.2 Key Company Profiles 44
  49. 5.4.3 Other Suppliers 47
  50. 5.5 DISTRIBUTION 49
  51. 5.5.1 Channel Structure and Trends 49
  52. 5.5.2 Channel Shares 51
  53. 5.5.3 Key Companies 52
  54. 6. ENCLOSURES, SCREENS & TRAYS 56
  55. 6.1 MARKET OVERVIEW 56
  56. 6.1.1 Market Definition 56
  57. 6.1.2 Market Size by Value 2012 - 2021 56
  58. 6.1.3 Market Prospects 57
  59. 6.1.4 Overseas Trade 57
  60. 6.2 MARKET TRENDS 58
  61. 6.2.1 Household Penetration 58
  62. 6.2.2 RMI Trends 59
  63. 6.2.3 New Build Trends 59
  64. 6.2.4 Installation and Specification Trends 60
  65. 6.3 PRODUCT TRENDS 60
  66. 6.3.1 Product Mix 60
  67. 6.3.2 Enclosures 61
  68. 6.3.3 Screens 67
  69. 6.3.4 Trays 68
  70. 6.4 KEY SUPPLIERS OF ENCLOSURES, SCREENS AND TRAYS 70
  71. 6.4.1 Market Shares 70
  72. 6.4.2 Key Company Profiles 71
  73. 6.4.3 Other Suppliers 74
  74. 6.5 DISTRIBUTION 76
  75. 6.5.1 Channel Shares 76
  76. 7. SHOWER ACCESSORIES 77
  77. 7.1 MARKET OVERVIEW 77
  78. 7.1.1 Definition 77
  79. 7.1.2 Market Size by Value 2012-2021 77
  80. 7.1.3 Market Prospects 78
  81. 7.2 PRODUCT TRENDS 79
  82. 7.2.1 Product Mix 79
  83. 7.2.2 Shower-Related Products 80
  84. 7.2.3 Enclosure-Related Products 81
  85. 7.2.4 Shower Extras 82
  86. 7.3 KEY SUPPLIERS OF SHOWER ACCESSORIES 83
  87. 7.3.1 Market Shares 83
  88. 7.3.2 Company Profiles 84
  89. 7.3.3 Shower Suppliers 84
  90. 7.4 DISTRIBUTION 85

Table & Charts

  1. CHART 1: UK SHOWER EQUIPMENT MARKET BY VALUE AND FORECASTS (£M MSP) 2012-2021 9
  2. TABLE 2: GDP DATA - 2015-2017 - KEY CONSTITUENT ELEMENTS 12
  3. CHART 3: INTEREST RATES AND INFLATION (CPI) FROM 2000-2021 14
  4. CHART 4: PDI & SAVINGS RATIO AT CURRENT PRICES 2000-2021 15
  5. TABLE 5: EXCHANGE RATE FLUCTUATIONS 2013-2019 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 17
  6. TABLE 6: UK SHOWER EQUIPMENT MARKET - BY VALUE (£M MSP) 2012-2021 19
  7. CHART 7: MARKET MIX BY PRODUCT SECTOR (SHOWER CONTROLS, ENCLOSURES, ACCESSORIES) BY VALUE 2016 21
  8. TABLE 8: UK SHOWER CONTROLS MARKET BY VALUE (£M MSP) 2012 -2021 23
  9. CHART 9: UK SHOWERS CONTROLS MARKET % HOUSEHOLD PENETRATION 1998 -2016 26
  10. CHART 10: BATHROOM ADAPTATIONS MOST COMMONLY REQUIRED BY HOUSEHOLDS 2016 27
  11. CHART 11: UK MULTI-GENERATIONAL HOUSEHOLDS 2005-2016 BY VOLUME (000S) 28
  12. CHART 12: UK SHOWER MARKET - % MARKET MIX BY TYPE OF INSTALLATION 2016 29
  13. CHART 13: GROWTH OF THE PRS SECTOR 2014-2025 (NO. DWELLINGS 000S) 31
  14. TABLE 14: HOUSE BUILDING STARTS AND COMPLETIONS (UK) 2012 TO 2021 - BY VOLUME ('000 DWELLINGS) 32
  15. CHART 15: UK SHOWER CONTROLS % PRODUCT MIX BY VOLUME (MIXER, ELECTRIC, DIGITAL, POWER ETC.) 2016 35
  16. CHART 16: DIGITAL MIXERS % PRODUCT MIX (HIGH PRESSURE, PUMPED) 2016 39
  17. TABLE 17: SHOWER CONTROLS SUPPLIERS - % MARKET SHARES BY VOLUME 2016 43
  18. CHART 18: UK MARKET INFRASTRUCTURE FOR SHOWER CONTROLS 50
  19. CHART 19: UK SHOWER CONTROLS % DISTRIBUTION CHANNEL SHARE BY VALUE 2016 51
  20. TABLE 20: UK ENCLOSURES, SCREENS AND TRAYS MARKET - BY VALUE (£M MSP) 2012-2021 56
  21. CHART 21: SEPARATE SHOWER INSTALLATIONS % HOUSEHOLD PENETRATION 2005 & 2016 58
  22. CHART 22: UK ENCLOSURES, SCREENS & TRAYS MARKET % PRODUCT MIX BY VALUE 2016 61
  23. CHART 23: UK ENCLOSURES MARKET % PRODUCT MIX BY VALUE 2016 62
  24. TABLE 24: ENCLOSURES, SCREENS & TRAYS SUPPLIERS - % MARKET SHARES BY VALUE 2016 71
  25. TABLE 25: UK ENCLOSURES, SCREENS & TRAYS % DISTRIBUTION CHANNEL SHARE BY VALUE 2016 76
  26. TABLE 26: UK SHOWER ACCESSORIES MARKET - BY VALUE (£M MSP) 2012-2021 78
  27. CHART 27: UK ENCLOSURES, SCREENS & TRAYS MARKET % PRODUCT MIX BY VALUE 2016 79
  28. TABLE 28: SHOWER ACCESSORIES SUPPLIERS - % MARKET SHARES BY VALUE 2016 83
  29. TABLE 29: UK SHOWER ACCESSORIES % DISTRIBUTION CHANNEL SHARE BY VALUE 2016 85

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