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Water Saving Plumbing Products Market Report - UK 2014-2018 Analysis

Published: 05/08/2014 / Number of Pages: 77 / Price: £795.00

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Introduction and Overview

AMA Research are pleased to announce the publication of the second edition of "Water Saving Plumbing Products Market Report - UK 2014-2018 Analysis". The report comprises a detailed study of this rapidly growing and changing market and analyses the current trends by product sector including comment on future prospects and implications for manufacturers and the industry as a whole. Written by marketing professionals with considerable experience of the plumbing products industry, this report provides both manufacturers and suppliers a detailed and comprehensive review of this increasingly important market.

Key issues covered:

  • Water efficient bathroom products - including WC suites, baths, brassware, showers and fittings.
  • Water recycling systems - including rainwater harvesting systems and greywater recycling systems.

Areas of particular interest:

  • Water supply and demand - influenced by climate change, population growth and other demographic changes. Water as a valuable commodity.
  • With the 2014 introduction of The Water Label as standard on water-using bathroom products, consumers will become much more aware about the water efficiency of these products, influencing buying behaviour.
  • Legislative changes - Part G changes provide limits to water consumption in new homes. The government has targeted 2016 as the year by which all new homes should be zero carbon rated.
  • Water metering trends - 35% of UK homes have a water meter, potentially increasing towards 80% by 2020, driving water saving plumbing products sales.
  • Product trends and developments - greater emphasis on sustainability, in the production chain and product development planning. New products specifically designed to deliver satisfactory performance and use less water.

Companies mentioned in the report include:

3P Technik UK, ACO Water Management, AKW, AL Challis Ltd, Altecnic, Alumasc Exterior Building Products, Anua UK, Aquaco, Aqualisa Products, Aquality Trading & Consulting, Balmoral Tanks, Bristan Group, BritishEco, Carlow Precast Tanks UK, CME Sanitary Systems, Cistermiser, Croydex, DAB Pumps, Damixa, Dart Valley Systems, Direct Pumps and Tanks, Duravit, Ecozi, Edincare, Eurobath International, Franke Sissons, Freerain, Freewater UK, Geberit, Graf, Grohe, Grundfos Pumps, Hansgrohe, Hidra Ceramica, Horne Engineering, Hydro International, Ideal Standard, Intatec, Kaldewei UK, Kingspan Water, Kohler Mira Limited, Laufen, Lecico Plc, Marley Plumbing & Drainage, Masco, Methven UK, Neoperl, Neptune Aqua, Oaklands Environmental, Oman Ceramics, Olympia Ceramica, Opella, Owls Hall Environmental, Pegler Yorkshire Group, Polypipe Building Products, Porcelanosa, Rainharvesting Systems, Raincatcher Products & Services, RainWater Harvesting, ReAqua Systems, Redring, Reliance Water Controls, Rewatec UK, Roca, Rodin Group, Sanitec, Sanlamere UK, Siamp, Source One Environmental, Stormsaver, Thomas Dudley, Tricel Environmental Solutions, Triton, Ultra Finishing, Vado, Vitra UK, Waterman CPM, Waterscan, Wavin UK, WPL, Zambesi UK.

Market Trends and Influences

  • Economic overview - social and demographic trends, population growth, level of activity within the private RMI sector, consumer confidence and expenditure etc..
  • Overall market size - by value, rates of change, current trends and future prospects.
  • Water supply - including climate change, current situation, public water supply trends and future prospects.
  • Water usage - demographic changes, growing number of second bathrooms and ensuites, increase in water using devices in the home. Volume trends in water use per person and where used in the home.
  • Water metering - including impact on market demand, current penetration levels and future forecasts.
  • Legislative changes - Part G and the Code for Sustainable Homes. Future impact on market demand.
  • The Water Label scheme and Water Technology List - including influence on consumer and supplier.

Water Efficient Bathroom Products 

Product Trends

  • Overall product mix - by value and share.
  • Brassware trends - mixer taps with water saving 'click' technology, aerated spray taps, mechanical self closing or timed flow taps. Taps that have remote electronic sensors, digital controls etc.
  • Showers trends - aerated shower heads, flow limiting devices. Digital shower systems that allow water flow to be controlled and run for set amounts of time. Mini mixer showers, water efficient electric showers etc.
  • WC suite trends - water efficient single flush and dual flush cisterns, delayed flush cisterns, water displacement devices, electronic flushing systems etc.
  • Baths trends - water saving and low volume baths. P and L-shaped shower baths.

Supplier Trends

  • Review and analysis of leading suppliers including company profile, turnover, key brands etc.
  • Summary of significant other manufacturers.

Distribution Trends

  • Overall channel share - merchants, DIY multiples, specialists, Internet e-tailers etc.
  • Trends and key companies per channel.

Water Recycling Products

Product Trends

  • Overall product mix - by value and share.
  • Rainwater harvesting trends - system types, components, product design improvements i.e. packaged systems, easy-fit new build designs, retrofit systems etc.
  • Greywater recycling trends - system types, commercial systems, domestic systems, combined basin and WC units, recycling showers etc.

Supplier Trends

  • Review and analysis of leading suppliers including company profile, turnover, key brands etc.

Distribution Trends

  • Overall channel share - merchants, recycling specialists, online retailers etc.
  • Trends and key companies per channel.

Report Summary

The core product sectors of the UK water saving plumbing products market are water efficient bathroom products (87%) and water recycling systems (13%). During the period 2009-2012, the market for water saving plumbing products was relatively flat - in line with the difficult economic situation at this time. However, since 2013 the market for water saving plumbing products has seen an increase, with demand picking up as the economy and new housebuilding levels improve.

The water efficient bathroom product sector comprises water efficient brassware, showers, WC suites, baths and other products such as timed flow controls. The water recycling systems sector consists of rainwater harvesting systems and greywater recycling systems. Water efficient bathroom products are distributed through a wide range of channels. The main distribution channel continues to be merchants with the DIY multiples also holding a substantial share. Other channels include bathroom specialists and online retailers. The vast majority of water recycling systems are distributed either through plumbing and drainage merchants or direct via water recycling specialists. There are also a growing number of online retailers operating in this market sector.

There is an increasing awareness and demand for water saving products in UK homes and businesses. Demands for water are continuing to rise and maintaining supplies to meet these demands is becoming increasingly difficult. The development of new housing in areas of water stress, population growth and a doubling in the number of single person households since the 1970's have increased demand for water. In addition, there has been a significant growth in the number of second bathrooms, en-suites and cloakrooms. In 2013, it is estimated that around 22% of all UK properties have two or more bathrooms and around 41% have two or more cloakroom / WC facilities. Water supply has a significant carbon footprint, owing to energy intensive supply and treatment processes, so more efficient water use will also help cut greenhouse gas emissions. The 2010 changes to Part G of the Building Regulations stipulated that water usage in new build homes should now be no more than 125 litres per person per day. This can only be achieved through the specification of water efficient bathroom products. The regulations also now allow for the use of recycled greywater or harvested rainwater to flush the WC.

The future performance of the water saving plumbing products market is likely to be driven by government legislative changes and growing concerns and attitudes towards water usage and its impact on the environment. The compulsory requirement for water meter installations in new housing and the introduction of The Water Label as standard on water-using bathroom products from summer 2014 will also increase awareness among householders of the benefits of water saving products. The replacement of inefficient WCs in particular will be motivated by more widespread water metering and the rising cost of water. Nearly two thirds of water is used in the bathroom either for showering, hand washing/bathing or flushing the toilet. With around 7 million inefficient high flush WCs still in use in the UK, there is a significant replacement opportunity that could achieve substantial water savings. Furthermore, most new-build schools, colleges, offices, government buildings, multi-residential and retail buildings will be designed to meet a higher BREEAM rating. Digital technology will become more prevalent in UK bathrooms and play an important role in sustainability. For example, water efficient bathroom products that operate automatically with electronic sensors and digital systems that allow water flow to be controlled and run for a set period of time. 


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. 3.5.1 New House Build 17
  16. 3.5.2 House-Moving Levels 18
  17. 3.5.3 Value of Housing Output - New Work and RMI 18
  18. 3.5.4 Non Housing Construction Output 20
  19. 3.6 STERLING 20
  20. 3.7 POPULATION PROFILE 21
  21. 3.8 CONCLUSIONS 21
  22. 4. UK MARKET FOR WATER SAVING PRODUCTS 23
  23. 4.1 DEFINITION 23
  24. 4.2 MARKET OVERVIEW 24
  25. 4.2.1 Market Size 24
  26. 4.2.2 Market Background 26
  27. 4.2.3 Future Prospects 27
  28. 4.3 MARKET TRENDS AND INFLUENCES 28
  29. 4.3.1 Water Supply 28
  30. 4.3.2 Water Usage 29
  31. 4.3.3 Water Metering 32
  32. 4.3.4 Legislation (CSH, Part G, BREEAM, The Water Act) 34
  33. 4.3.5 The Water Calculator 36
  34. 4.3.6 The Water Label 36
  35. 4.3.7 ECA Water Scheme (Water Technology List) 37
  36. 5. PRODUCT TRENDS 39
  37. 5.1 WATER EFFICIENT BATHROOM PRODUCTS 39
  38. 5.1.1 Brassware 40
  39. 5.1.2 Shower Controls and Fittings 43
  40. 5.1.3 WC Suites 46
  41. 5.1.4 Baths 48
  42. 5.2 WATER RECYCLING SYSTEMS 49
  43. 5.2.1 Rainwater Harvesting Systems 50
  44. 5.2.2 Greywater Recycling Systems 53
  45. 5.2.3 Combined Rainwater and Greywater Recycling Systems 55
  46. 6. SUPPLIERS 56
  47. 6.1 WATER EFFICIENT BATHROOM PRODUCTS 56
  48. 6.1.1 Leading Suppliers 56
  49. 6.1.2 Key Company Profiles 57
  50. 6.1.3 Other Suppliers 59
  51. 6.2 WATER RECYCLING SYSTEMS 62
  52. 6.2.1 Leading Suppliers 62
  53. 6.2.2 Key Company Profiles 63
  54. 7. DISTRIBUTION 68
  55. 7.1 WATER EFFICIENT BATHROOM PRODUCTS 68
  56. 7.1.1 Channel Shares 68
  57. 7.1.2 Key Companies 69
  58. 7.2 WATER RECYCLING SYSTEMS 75
  59. 7.2.1 Channel Shares 75
  60. 7.2.2 Key Companies 75
  1. Tables & Charts
  2. CHART 1 UK WATER SAVING PLUMBING PRODUCTS MARKET BY VALUE (£M MSP) 2009 - 2018 9
  3. TABLE 2 GDP DATA - 2011-2014 - KEY CONSTITUENT ELEMENTS 13
  4. CHART 3 INTEREST RATES AND INFLATION (CPI) FROM 1994-2018 15
  5. CHART 4 PDI & SAVINGS RATIO AT CURRENT PRICES 1995-2018 16
  6. TABLE 5 GB HOUSEBUILDING COMPLETIONS 2009-2018 ('000 DWELLINGS) 17
  7. TABLE 6 UK RESIDENTIAL PROPERTY TRANSACTIONS VALUED AT £40K OR ABOVE 2009-2013 18
  8. TABLE 7 VALUE OF UK NEW HOUSING OUTPUT AND RMI OUTPUT (£M) 2009-2018 19
  9. TABLE 8 EXCHANGE RATE FLUCTUATIONS 2008-2014 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 21
  10. TABLE 9 UK WATER SAVING PLUMBING PRODUCTS MARKET (£M MSP) 2009-2018 25
  11. CHART 10 UK WATER SAVING PLUMBING PRODUCTS MARKET - PRODUCT MIX BY VALUE 2013 26
  12. CHART 11 UK PUBLIC WATER SUPPLY (M/L/D) 1990-2012 29
  13. CHART 12 UK HOUSEHOLD WATER USE (L/P/D) 1993-2012 31
  14. CHART 13 WATER USE IN THE HOME 2013 32
  15. CHART 14 TYPICAL WATER CONSUMPTION - METERED VS NON METERED SUPPLY 33
  16. TABLE 15 INTERNAL POTABLE WATER CONSUMPTION BY CODE LEVEL 34
  17. CHART 16 UK WATER EFFICIENT BATHROOM PRODUCTS - PRODUCT MIX BY VALUE 2013 39
  18. CHART 17 WATER SAVINGS WITH CLICK TECHNOLOGY 41
  19. CHART 18 WATER SAVINGS WITH A LOW FLOW SHOWER 43
  20. CHART 19 WATER USAGE BY VOLUME OF CISTERN FLUSH 47
  21. CHART 20 UK WATER RECYCLING SYSTEMS - PRODUCT MIX BY VALUE 2013 50
  22. TABLE 21 UK WATER EFFICIENT BATHROOM PRODUCTS - LEADING SUPPLIERS 2013 56
  23. TABLE 22 UK WATER RECYCLING SYSTEMS - LEADING SUPPLIERS 2013 63
  24. CHART 23 UK WATER EFFICIENT BATHROOM PRODUCTS - % CHANNEL SHARE 2013 68
  25. CHART 24 UK WATER RECYCLING SYSTEMS - % CHANNEL SHARE 2013 75

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