Bathroom Market Report – UK 2020-2024 includes Covid-19 Insight

The 18th edition of the Bathroom Market Report UK 2020-2024 contains a detailed assessment of the bathroom products market with interpretation of major developments and future trends, including how COVID-19 will impact the industry.

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The report represents a current and informed assessment, and provides suppliers with a detailed and comprehensive review, of this changing market. It answers the need for qualitative and quantitative assessment – both essential requirements for good marketing planning and contains a detailed assessment of the various bathroom sectors with interpretation of major developments and future trends.

Key issues covered in the report include:

  • Consumer knowledge about bathroom design has increased, with more frequent upgrades to higher quality bathroom products providing opportunities for growth.
  • Minimalist styles remain popular in curvaceous designs with slim rims. Angular shapes with rounded interiors are also in demand, as are more traditional, vintage-style solutions.
  • Digital and advanced technology in the bathroom is becoming more important as consumers are now widely aware of the benefits of digital control and smart technology in the home.
  • With growing concerns about the environment and water usage, demand for water efficient bathroom products is increasing supported by the widespread use of the European Water Label.
  • With an ageing UK population and greater number of people with disabilities, there is a notable requirement for inclusive bathroom products that combine style with ease of use.
  • The wide variation in UK bathroom size will continue to provide opportunities for product development to suit different types of bathrooms, ranging from very small bathrooms, ensuites & cloakrooms to large open plan bathrooms & wetroom areas.

Key issues of particular interest:

  • Overall market size by value, rates of change, trends and forecasts through to 2024.
  • Market mix by product sector, baths & sanitaryware, taps & mixers, accessories, furniture, whirlpools.
  • Sales by end use sector including new build, commercial and replacement purchases.
  • Market trends including household penetration, demographic influences, end use sector trends.
  • Installation and specification trends including the growing influence of the consumer.

Some of the companies included:-

Armitage Shanks, Ideal Standard, Twyford Bathrooms, Franke Sissons, Wallgate, Roca and Duravit, Carron Bathrooms, Bette, Kaldewei, Bristan, Hansgrohe, Grohe, Roca, Gerberit, Porcelanosa, Vitra, Kohler UK, Ultra Finishing, Laufen, Lecico, RAK Ceramics, Villeroy & Boch, Wolseley UK, Travis Perkins, Saint-Gobain Group, Bathstore, Victorian Plumbing, Soak.com and more.


Baths and Sanitaryware

  • Market size by volume and value, rates of change, trends and forecasts through to 2024.
  • Import and export trends including the influence of imports.
  • Mix of baths & sanitaryware sales including product trends in terms of design, materials used, the increasing use of curvaceous shapes with slim rims, angular designs and vintage styles.
  • Market shares and key company profiles, including importers.
  • Distribution channel shares including trends and key companies per channel.

Taps and Mixers

  • Market size by volume and value, rates of change, trends and forecasts through to 2024.
  • Import and export trends including the influence of imports.
  • Mix of basin/bath/kitchen taps & mixer sales including product trends by finish and design. The growth of water saving devices and digital technology.
  • Market shares and key company profiles.
  • Distribution channel shares including trends and key companies per channel.

Bathroom Accessories

  • Market size by product group – fittings, towel warmers, toilet seats, mirrors & scales, bath panels.
  • Market size, trends and forecasts through to 2024.
  • Products trends by materials used and design. Including space-efficient accessories and the growth of technology within product design.
  • Supply structure including market shares and key company profiles.
  • Distribution channel shares including home improvement multiples, department stores, furniture multiples, bathroom specialists, merchants and online retailers.

Furniture – Fitted & Modular

  • Market size by value, rates of change, trends and forecasts through to 2024.
  • Product trends and market developments by finish, materials used and design.
  • Key suppliers, including market positions and strengths.
  • Distribution channel shares including home improvement multiples, merchants, bathroom specialists, department stores, furniture multiples, and online retailers.

Whirlpools and Spa Baths

  • Market size by value, rates of change, trends and forecasts to 2024.
  • Product trends and key influences in the market, including technological developments and hybrid solutions.
  • Key suppliers, including market positions and strengths.
  • Distribution trends and market prospects.

The market for bathroom products experienced good value growth in the period 2015-16. Stability in the UK economy stimulated housebuilding activity and levels of house moving and renovation. There was also a strong performance across a number of commercial end-use sectors, including entertainment, offices, education and health.
The UK bathroom market continued to grow steadily in 2017, although at a slower pace than 2016. With uncertainty surrounding the Brexit negotiations in 2018, a more modest performance was experienced, with only marginal growth of 2% that year.

With growing concerns about the environment and water usage, the requirement to save water has become more important. In addition, with building regulatory requirements and the widespread use of the European Water Label, there is high demand for water-efficient bathroom products. Modern, digital and advanced technology is becoming more widely used as homeowners are now widely aware of the benefits of digital control. For example, digital taps and sensors to control water temperature and flow, mirrors that incorporate LED lights, cabinets with Bluetooth speaker systems and USB chargers, whirlpool baths with chromotherapy, aromatherapy, voice activated controls etc.

Looking forward, it is anticipated that the value of the UK bathroom market will recover, albeit at a slow to moderate pace in the short term. The market value will not only be influenced by the rippled effects of COVID-19 but also by rising cost of imports, given the current and further expected weakness of Sterling as a result of Brexit proceedings from the start of 2021; stronger market performance is expected towards the end of the forecast period.

Contents Listing

1. INTRODUCTION 9
1.1 BACKGROUND 9
1.2 SOURCES OF INFORMATION 9
2. SUMMARY & MARKET PROSPECTS 12
2.1 SUMMARY 12
2.2 KEY TRENDS 13
2.3 MARKET PROSPECTS 14
3. COVID-19 16
3.1 COVID-19 WITHIN THIS REPORT 16
3.2 COVID-19 AND THE BATHROOM MARKET 16
3.3 COVID-19 AND PRODUCT TRENDS WITHIN THE BATHROOM MARKET 18
3.4 COVID-19 AND KEY PLAYERS IN THE BATHROOM MARKET 18
3. OVERALL BATHROOM PRODUCTS MARKET 21
3.1 DEFINITION 21
3.2 MARKET OVERVIEW 21
3.2.1 Market Size by Value 2015 – 2024 21
3.2.2 Market Prospects 23
3.3 MARKET MIX BY PRODUCT SECTOR 24
3.4 MARKET TRENDS 25
3.4.1 Household Penetration 25
3.4.2 Demographic Influences 26
3.4.3 Type of Installation 30
3.4.4 RMI Trends 31
3.4.5 New Build Trends 32
3.4.6 Commercial Trends 34
3.4.7 Installation and Specification Trends 36
4. BATHS & SANITARYWARE 38
4.1 MARKET OVERVIEW 38
4.1.1 Definition 38
4.1.2 Market Size 2015 – 2024 38
4.1.3 Market Prospects 39
4.2 IMPORTS AND EXPORTS (EU, NON-EU) 40
4.2.1 Overall Levels 40
4.2.2 Imports 42
4.2.3 Exports 44
4.3 PRODUCT TRENDS 44
4.3.1 Baths 44
4.3.2 Wash Basins & Pedestals 50
4.3.3 WC Suites 52
4.3.4 Shower Toilets & Bidets 54
4.4 KEY SUPPLIERS OF BATHS & SANITARYWARE 54
4.4.1 Market Shares 54
4.4.2 Key Company Profiles 55
4.4.3 Other Suppliers 59
4.5 DISTRIBUTION 63
4.5.1 Channel Shares 63
4.5.2 Key Companies 63
5. TAPS & MIXERS 70
5.1 MARKET OVERVIEW 70
5.1.1 Definition 70
5.1.2 Market Size 2015 – 2024 70
5.1.3 Market Prospects 71
5.2 IMPORTS AND EXPORTS 72
5.3 PRODUCT TRENDS 74
5.3.1 Product Mix 74
5.3.2 Basin Taps & Mixers 75
5.3.3 Bath Taps & Mixers 78
5.3.4 Kitchen Taps & Mixers 81
5.4 KEY SUPPLIERS OF TAPS & MIXERS 82
5.4.1 Market Shares 82
5.4.2 Key Companies 83
5.4.3 Other Suppliers 85
5.5 DISTRIBUTION 88
5.5.1 Channel Shares 88
6. BATHROOM ACCESSORIES 90
6.1 MARKET OVERVIEW 90
6.1.1 Definition 90
6.1.2 Market Size 2015 – 2024 90
6.1.3 Market Prospects 91
6.2 PRODUCT TRENDS 92
6.2.1 Product Mix 92
6.2.2 Fittings 93
6.2.3 Heated Towel Warmers 94
6.2.4 Toilet Seats 95
6.2.5 Mirrors & Scales 97
6.2.6 Bath Panels 98
6.3 KEY SUPPLIERS OF BATHROOM ACCESSORIES 99
6.3.1 Market Shares 99
6.3.2 Companies 99
6.4 DISTRIBUTION 100
7. BATHROOM FURNITURE 102
7.1 MARKET OVERVIEW 102
7.1.1 Definition 102
7.1.2 Market Size 2015 – 2024 102
7.1.3 Market Prospects 104
7.2 PRODUCT TRENDS 105
7.2.1 Product Mix 105
7.2.2 Design Trends 106
7.3 KEY SUPPLIERS OF BATHROOM FURNITURE 107
7.4 DISTRIBUTION 110
8. WHIRLPOOL & SPA BATHS 112
8.1 MARKET OVERVIEW 112
8.1.1 Definition 112
8.1.2 Market Size 2015 – 2024 112
8.1.3 Market Prospects 114
8.2 PRODUCT TRENDS 115
8.3 KEY SUPPLIERS OF WHIRLPOOL & SPA BATHS 116
8.4 DISTRIBUTION 117
APPENDICES 119
APPENDIX A: ECONOMIC ENVIRONMENT 119
A.1 OVERVIEW AND OUTLOOK 119
A.2 GDP 119
A.3 INFLATION & INTEREST RATES 121
A.4 EMPLOYMENT & WAGES 122
A.5 HOUSEHOLD CONSUMPTION 123
A.6 STERLING 124

 

Tables & Charts

CHART 1: UK BATHROOM PRODUCTS MARKET BY VALUE (£M MSP) 2015-2024 12
CHART 2: UK BATHROOM PRODUCTS MARKET BY VALUE (£M MSP) 2015 – 2024 22
CHART 3: UK BATHROOM PRODUCTS % MIX BY VALUE 2019 AND 2024 24
CHART 4: UK BATHS & SHOWER CONTROLS OWNERSHIP % MIX BY TYPE 2019 25
CHART 5: PERCENTAGE OF UK POPULATION IN 65+ AGE CATEGORY – 1997, 2017, 2027 AND 2037 27
CHART 6: UK MULTI-GENERATIONAL HOUSEHOLDS 2008-2018 BY VOLUME (000S) 29
CHART 7: UK BATHROOM PRODUCTS % MIX BY TYPE OF INSTALLATION BY VALUE 2019 30
TABLE 8: HOUSEBUILDING STARTS AND COMPLETIONS (UK) 2015 TO 2024 – BY VOLUME (‘000 DWELLINGS) 33
CHART 9: ENGLAND PRIVATE SECTOR HOUSES – % OF COMPLETIONS BY DWELLING SIZES (NUMBERS OF BEDROOMS) 2012 – 2019 34
TABLE 10: UK BATHS & SANITARYWARE MARKET BY VALUE (£M MSP) 2015 -2024 38
TABLE 11: IMPORTS AND EXPORTS OF BATHS & SANITARYWARE 2019 (£M) 41
CHART 12: IMPORTS OF BATHS & SANITARYWARE 2010 – 2019 £M 41
TABLE 13: IMPORTS OF CHINA, PORCELAIN AND OTHER CERAMIC SANITARYWARE 2012-2019 (£M) 42
TABLE 14: IMPORTS OF BATHS 2012-2019 (£M) 43
CHART 15: EXPORTS OF BATHS & SANITARYWARE 2010–2019 £M 44
CHART 16: UK BATHS % MARKET MIX BY TYPE (STRAIGHT, FREESTANDING, SHOWER, CORNER) 2019 45
CHART 17: UK BATHS % MARKET MIX BY MATERIAL 2019 48
TABLE 18: UK BATHS & SANITARYWARE SUPPLIERS % MARKET SHARES BY VALUE 2019 55
CHART 19: UK BATHS & SANITARYWARE % CHANNEL DISTRIBUTION SHARE 2019 63
TABLE 20: UK TAPS & MIXERS MARKET BY VALUE (£M MSP) 2014 -2024 70
TABLE 21: IMPORTS & EXPORTS OF TAPS & MIXERS 2019 (£M) 73
TABLE 22: IMPORTS & EXPORTS OF TAPS & MIXERS 2014-2019 (£M) 74
TABLE 23: UK TAPS & MIXERS % PRODUCT MIX BY VOLUME 2019 75
TABLE 24: UK TAPS & MIXERS SUPPLIERS % MARKET SHARES BY VALUE 2019 83
CHART 25: UK TAPS & MIXERS % CHANNEL SHARE BY VALUE 2019 88
TABLE 26: UK BATHROOM ACCESSORIES MARKET BY VALUE (£M MSP) 2015 -2024 90
CHART 27: UK BATHROOM ACCESSORIES % PRODUCT MIX BY VALUE 2019 92
TABLE 28: UK BATHROOM ACCESSORIES SUPPLIERS % MARKET SHARES BY VALUE 2019 99
CHART 29: UK BATHROOM ACCESSORIES % CHANNEL SHARE 2019 101
TABLE 30: UK BATHROOM FURNITURE MARKET BY VALUE (£M MSP) 2015 -2024 103
CHART 31: UK BATHROOM FURNITURE % PRODUCT MIX BY VALUE 2019 105
TABLE 32: UK BATHROOM FURNITURE SUPPLIERS % MARKET SHARES BY VALUE 2019 108
CHART 33: UK BATHROOM FURNITURE % CHANNEL SHARE BY VALUE 2019 110
TABLE 34: UK WHIRLPOOL & SPA BATHS MARKET BY VALUE (£M MSP) 2015 -2024 113
CHART A1: GVA CHAINED VOLUME MEASURES, 2015-2020, KEY CONSTITUENT ELEMENTS 121
CHART A2: CPI INFLATION AND BANK OF ENGLAND BASE RATE, 2008-2023 122
CHART A3: AVERAGE WEEKLY EARNINGS DATA – GB – TOTAL PAY – 2014-2019 (SEASONALLY ADJUSTED) 123
CHART A4: DI PER CAPITA & SAVINGS RATIO AT CURRENT PRICES 2008-2023 124
CHART A5: EXCHANGE RATE FLUCTUATIONS 2015-2019, STERLING TO THE DOLLAR AND THE EURO, SPOT RATES 125


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