Shower Market Report – UK 2019-2023

The 17th edition of the ‘Shower Market Report – UK 2019-2023’ 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 2019 and forecasts for 2020 to 2023. Once Brexit negotiations are resolved, the outlook is for moderate–steady growth in demand for shower products.

Key areas of insight include:

• Product development has focused on quality and design with a trend towards higher specification products and minimalist 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. This sector will continue to take share from other shower control sectors, particularly mixer showers and power showers.
• The increasing use of the internet has raised expectations and awareness of affordable design-led products. Greater awareness and more knowledgeable consumers are driving demand for higher quality shower products.
• Demand for inclusive showering solutions is growing as the UK population ages and the number of multi-generational families increase. The changing demographic profile will impact on future product developments and market demand.

Some of the companies included:

Aqualisa Group, Aqualux Products, Agata, Bristan Group, Grohe, Hansgrohe, Lakes Bathrooms,Triton Showers, Kohler Mira Ltd, Glen Dimplex UK, Abode, Ideal Standard, Sottini, Armitage Shanks, FM Matt soon, Bathroom Brands Group, Grundfos Holdings AG, Intatec, Jacuzzi Brands Inc, Pegler, Porcelanosa Group, Stuart Turner, TCL Manufacturing, B&Q, Homebase, IKEA, Wolseley UK, Saint-Gobain Group, Jewson, Grafton Group, Bathstore, Just Trays, Villeroy & Boch, Ultra Finishing, John Lewis, Croyex and many more.

Market Overview & Product Trends

• Overall market size by value, rates of change, key trends and factors of influence, estimates of market size in 2019, forecasts through to 2023.
• Household penetration of showers – total number of UK homes with at least one shower, percentage with over-bath or separate shower facility; growth in 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, over 55s, 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 clubs/gyms etc.
• Other influences – including care in the community, increase in the Disabled Facilities Grant programme provision, 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 shower 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.
• Development of specialist online retailers.

Market Prospects

• Forecast of market development – short and medium-term prospects up to 2023.
• Positive and negative factors affecting the market – performance of UK economy, housebuilding, non-domestic construction, consumer confidence & spending, lifestyle and design trends etc.

Content Listing

1. INTRODUCTION 7
1.1 BACKGROUND 7
1.2 SOURCES OF INFORMATION 7
2. SUMMARY & MARKET PROSPECTS 9
2.1 SUMMARY 9
2.2 KEY TRENDS 10
2.3 MARKET PROSPECTS 11
3. ECONOMIC ENVIRONMENT 12
3.1 OVERVIEW AND OUTLOOK 12
3.2 KEY DATA 12
3.2.1 GDP 12
3.2.2 Inflation & Interest Rates 13
3.2.3 Employment & Wages 14
3.2.4 Household Consumption 15
3.2.5 Sterling 16
4. UK MARKET FOR SHOWER EQUIPMENT 18
4.1 DEFINITION 18
4.2 MARKET OVERVIEW 18
4.2.1 Market Size by Value 2014 – 2023 18
4.2.2 Market Prospects 19
4.3 MARKET MIX BY PRODUCT SECTOR 20
4.4 MARKET TRENDS 20
4.4.1 Household Penetration 20
4.4.2 Demographic Influences 21
4.4.3 Type of Installation 24
4.4.4 RMI Trends 25
4.4.5 New Build Trends 26
4.4.6 Commercial Trends 28
4.4.7 Installation and Specification 29
5. SHOWER CONTROLS 32
5.1 MARKET OVERVIEW 32
5.1.1 Definition 32
5.1.2 Market Size by Value 2014 – 2023 33
5.1.3 Market Prospects 34
5.1.4 Overseas Trade 35
5.2 PRODUCT TRENDS 35
5.2.1 Overall Product Mix 35
5.2.2 Electric Showers 36
5.2.3 Mixer Showers 38
5.2.4 Digital Showers 39
5.2.5 Power Showers 41
5.2.6 Bath/Shower Mixers 42
5.3 KEY SUPPLIERS OF SHOWER CONTROLS 43
5.3.1 Market Shares 43
5.3.2 Key Company Profiles 44
5.3.3 Other Suppliers 47
5.4 DISTRIBUTION 49
5.4.1 Channel Structure and Trends 49
5.4.2 Channel Shares 51
5.4.3 Key Companies 52
6. ENCLOSURES, SCREENS & TRAYS 56
6.1 MARKET OVERVIEW 56
6.1.1 Market Definition 56
6.1.2 Market Size by Value 2014 – 2023 56
6.1.3 Market Prospects 57
6.1.4 Overseas Trade 57
6.2 PRODUCT TRENDS 58
6.2.1 Overall Product Mix 58
6.2.2 Enclosures 58
6.2.3 Screens 64
6.2.4 Trays 65
6.3 KEY SUPPLIERS OF ENCLOSURES, SCREENS AND TRAYS 67
6.3.1 Market Shares 67
6.3.2 Key Company Profiles 68
6.3.3 Other Suppliers 71
6.4 DISTRIBUTION 73
6.4.1 Channel Shares 73
7. SHOWER ACCESSORIES 75
7.1 MARKET OVERVIEW 75
7.1.1 Definition 75
7.1.2 Market Size by Value 2014-2023 75
7.1.3 Market Prospects 76
7.2 PRODUCT TRENDS 77
7.2.1 Overall Product Mix 77
7.2.2 Shower-Related Products 78
7.2.3 Enclosure-Related Products 79
7.2.4 Shower Extras 81
7.3 KEY SUPPLIERS OF SHOWER ACCESSORIES 82
7.3.1 Market Shares 82
7.3.2 Company Profiles 82
7.3.3 Shower Suppliers 83
7.4 DISTRIBUTION 83

Table & Charts

CHART 1: UK SHOWER EQUIPMENT MARKET BY VALUE (£M MSP) 2014 – 2023 9
CHART 2: GDP DATA – 2015-2019 – KEY CONSTITUENT ELEMENTS 13
CHART 3: CPI INFLATION AND BANK OF ENGLAND BASE RATE, 2008-2023 14
CHART 4: AVERAGE WEEKLY EARNINGS DATA – GB – TOTAL PAY – 2014-2019 (SEASONALLY ADJUSTED) 15
CHART 5: PDI & SAVINGS RATIO AT CURRENT PRICES 2008-2023 16
CHART 6: EXCHANGE RATE FLUCTUATIONS 2015-2021 – STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 17
TABLE 7: UK SHOWER EQUIPMENT MARKET – BY VALUE (£M MSP) 2014-2023 18
CHART 8: MARKET MIX BY PRODUCT SECTOR (SHOWER CONTROLS, ENCLOSURES, ACCESSORIES) BY VALUE 2018 20
CHART 9: UK SHOWER MARKET % HOUSEHOLD PENETRATION 2000 -2020 21
CHART 10: PERCENTAGE OF UK POPULATION IN 65+ AGE CATEGORY – 1997, 2017, 2027 AND 2037 22
CHART 11: UK MULTI-GENERATIONAL HOUSEHOLDS 2008-2018 BY VOLUME (000S) 24
CHART 12: UK SHOWER EQUIPMENT MARKET – % MARKET MIX BY TYPE OF INSTALLATION 2018 25
TABLE 13: HOUSE BUILDING STARTS AND COMPLETIONS (UK) 2014 TO 2023 – BY VOLUME (‘000 DWELLINGS) 27
CHART 14: ENGLAND PRIVATE SECTOR HOUSES – TOTAL NUMBER OF COMPLETIONS BY DWELLING SIZES (NUMBERS OF BEDROOMS) 2011 – 2018 28
TABLE 15: UK SHOWER CONTROLS MARKET BY VALUE (£M MSP) 2014 -2023 33
CHART 16: UK SHOWER CONTROLS % PRODUCT MIX BY VOLUME (MIXER, ELECTRIC, DIGITAL, POWER ETC.) 2018 35
CHART 17: DIGITAL MIXERS % PRODUCT MIX (HIGH PRESSURE/COMBI, PUMPED) 2018 40
TABLE 18: SHOWER CONTROLS SUPPLIERS – % MARKET SHARES BY VOLUME 2018 43
CHART 19: UK MARKET INFRASTRUCTURE FOR SHOWER CONTROLS 50
CHART 20: UK SHOWER CONTROLS % DISTRIBUTION CHANNEL SHARE BY VALUE 2018 51
TABLE 21: UK ENCLOSURES, SCREENS AND TRAYS MARKET – BY VALUE (£M MSP) 2014 -2023 56
CHART 22: UK ENCLOSURES, SCREENS & TRAYS MARKET % PRODUCT MIX BY VALUE 2018 58
CHART 23: UK ENCLOSURES MARKET % PRODUCT MIX BY VALUE 2018 59
TABLE 24: ENCLOSURES, SCREENS & TRAYS SUPPLIERS – % MARKET SHARES BY VALUE 2018 68
TABLE 25: UK ENCLOSURES, SCREENS & TRAYS % DISTRIBUTION CHANNEL SHARE BY VALUE 2018 73
TABLE 26: UK SHOWER ACCESSORIES MARKET – BY VALUE (£M MSP) 2014-2023 76
CHART 27: UK ENCLOSURES, SCREENS & TRAYS MARKET % PRODUCT MIX BY VALUE 2018 77
TABLE 28: SHOWER ACCESSORIES SUPPLIERS – % MARKET SHARES BY VALUE 2018 82
TABLE 29: UK SHOWER ACCESSORIES % DISTRIBUTION CHANNEL SHARE BY VALUE 2018 83