Shower Market Report - UK 2021-2025 - AMA Research

Shower Market Report - UK 2021-2025

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The 18th edition of the ‘Shower Market Report UK 2021-2025’ has been published by AMA Research. The report represents an informed and up-to-date review of the shower equipment market and covers shower controls, enclosures, screens, trays, and shower accessories.

 

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The 18th edition of the ‘Shower Market Report UK 2021-2025’ has been published by AMA Research. The report represents an informed and up-to-date review of the shower equipment market and covers shower controls, enclosures, screens, trays, and shower accessories.

Key Issues Covered in the Report

  • The effects of Covid-19 pandemic and the UK exit from the EU on the shower industry. Impact on market going forward.
  • The growth of digital showers and other technological developments. The desire for improved style and design in the home environment.
  • Demographic influences such as the ageing UK population and greater demand for inclusive showering solutions.
  • The impact of increasing environmental legislation regarding water and energy efficiency.
  • The significant growth in online purchases and growing importance of the Internet as a sale channel.

Some of the Companies featured in this report:

Kohler Mira, The Norcros Group, Aqualisa Group, Bristan Group, Hansgrohe, Grohe, Glen Dimplex UK, Ideal Standard UK, victoriaplum.com, B&Q, Amazon, Victorian Plumbing, Wolseley, City Plumbing Supplies, Screwfix, National Shower Spares, Argos, Plumbworld, Rada Controls, Triton Showers, Vado, Abode, Gainsborough Showers, Heritage Bathrooms, Lixil Group, Ideal Standard, Sottini, Armitage Shanks, Challis MS, Crosswater, Damixa, Delabie UK, Duravit, Grundfos, Horne Engineering, Intatec, Marflow Engineering, Matki, Methven UK, Marleton Cross, Porcelanosa UK, Reliance Valves, Roxor Group, Salamander, Samuel Heath & Sons, Stuart Turner, TCL Manufacturing

Areas of Particular Interest

  • Product development in all sectors of the shower market has focused on quality and design, with a trend towards higher specification products and minimalist styles.
  • As the market has matured 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 home applications and voice activated technology has become more prevalent.
  • The requirement for inclusive showering solutions is growing as the UK population ages and the number of multi-generational families increase.
  • With the 2025 Future Homes Standard and the carbon net zero target to be reached by 2050, showers will increasingly be designed to be water efficient and use less energy.
  • 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.

KEY AREAS COVERED IN THE REPORT

Market Overview

  • Overall market size by value 2016 to 2020, rates of change, key trends and factors of influence, forecasts through to 2025.
  • Household penetration of showers i.e., percentage of UK homes with at least one shower, proportion with an over-bath shower or with a separate shower facility.
  • Demographic trends i.e., ageing population, disabled population, growth of multi-generational families etc.
  • Review by type of installation i.e., new build, replacement, additional/new showering facilities. Trends and influences including housebuilding activity, refurbishment activity, government policies, environmental & regulatory influences.
  • Commercial trends for single-point showers in non-residential construction sectors i.e., hotels & guesthouses, offices, care homes, health clubs, gyms etc.
  • Other influencing factors i.e., growth of online retailing, impact of Covid-19 lockdowns on renovation work, house moving activity, increase in the Disabled Facilities Grant provision, growth of buy-to-let properties, trend towards larger new houses with 2+ bathrooms etc.
  • Overall product mix by value – shower controls; enclosures, screens, and trays; shower accessories.

Product Sectors

  • Shower controls – mixer, electric, digital, power, bath/shower mixer, shower column/poles etc.
  • Enclosures, screens & trays – standard enclosures, walk-ins, wetroom panels, over bath screens, level access trays etc.
  • Accessories – shower-related, enclosure-related, shower extras including shower seats, grab-rails etc.

Market Prospects

  • Analysis of market performance in 2021 and forecasts for market development up to 2025.
  • Positive and negative factors include economic influences such as new housebuilding activity, consumer confidence levels, and the cost of imports. Other influences include legislative changes, environmental factors, design trends and technological developments.

Supply and Distribution

  • Review of suppliers in all product sectors – major groups, leading companies, specialist suppliers. Company overview, key products, sectors, and financial information.
  • Review of distribution structure illustrating key channels including major companies in each channel.
  • Company overview and financials for key distributors. Major mix by channel – merchants, home improvement multiples, bathroom specialists, electrical wholesalers, online retailers, retail multiples, direct from manufacturer etc.

The UK shower market has been positively impacted over the last 20 years or so by the increasing preference to shower than bathe, and the growing trend towards wetroom solutions and the desire for minimalism and space within the bathroom environment. Showering performance has also improved with the increasing number of high-pressure water systems installed in UK properties.

The characteristics of the UK shower market have evolved in recent years due in part to legislation and developments in distribution. The level of imports has increased considerably and as a result, the UK shower market is now exposed to product and design trends from a variety of sources, particularly Europe and the Far East.

Now that the UK has left the EU, trade deals with UK trading partners will have a significant influence on market prospects. There continues to be high levels of foreign competition and an increasing number of suppliers. These factors contribute to pressures on margins throughout the supply chain and across the industry. With the current weak Sterling, the relative cost of imports is high, and it is evident that the shipping costs of imported goods have also increased substantially in recent months.

In addition, the impact of the Covid-19 pandemic on the UK shower market is likely to be substantial, particularly in the short-term. However, the wide availability of vaccines mid-year and a more certain UK economy should support confidence levels going forward, with possible pent-up demand driving sales.

The UK shower market is expected to achieve annual growth of 3-4% in value terms between 2022 and 2025, supported by the increasing demand for more premium solutions.

CONTENTS

RESEARCH SERVICES OFFERED BY AMA RESEARCH 3
1. INTRODUCTION 8
1.1 BACKGROUND 8
1.2 SOURCES OF INFORMATION 8
2. SUMMARY & MARKET PROSPECTS 10
2.1 SUMMARY 10
2.2 KEY TRENDS 12
2.3 MARKET PROSPECTS 13
3. UK MARKET FOR SHOWER EQUIPMENT 15
3.1 DEFINITION 15
3.2 MARKET OVERVIEW 15
3.2.1 Market Size by Value 2016 – 2025 15
3.2.2 Market Prospects 16
3.3 MARKET MIX BY PRODUCT SECTOR 18
3.4 MARKET TRENDS 18
3.4.1 Household Penetration 18
3.4.2 Demographic Influences 20
3.4.3 Type of Installation 23
3.4.4 RMI Trends 23
3.4.5 New Build Trends 25
3.4.6 Commercial Trends 27
3.4.7 Installation and Specification 29
4. SHOWER CONTROLS 31
4.1 MARKET OVERVIEW 31
4.1.1 Definition 31
4.1.2 Market Size by Value 2016 – 2025 32
4.1.3 Market Prospects 33
4.1.4 Overseas Trade 35
4.2 PRODUCT TRENDS 35
4.2.1 Overall Product Mix 35
4.2.2 Electric Showers 36
4.2.3 Mixer Showers 38
4.2.4 Digital Showers 40
4.2.5 Power Showers 40
4.2.6 Bath/Shower Mixers 42
4.3 KEY SUPPLIERS OF SHOWER CONTROLS 43
4.3.1 Market Shares 43
4.3.2 Key Company Profiles 44
4.3.3 Other Suppliers 48
4.4 DISTRIBUTION 50
4.4.1 Channel Structure and Trends 50
4.4.2 Channel Shares 52
4.4.3 Key Companies 53
5. ENCLOSURES, SCREENS & TRAYS 59
5.1 MARKET OVERVIEW 59
5.1.1 Market Definition 59
5.1.2 Market Size by Value 2016 – 2025 59
5.1.3 Market Prospects 60
5.1.4 Overseas Trade 61
5.2 PRODUCT TRENDS 62
5.2.1 Overall Product Mix 62
5.2.2 Enclosures 62
5.2.3 Screens 69
5.2.4 Trays 70
5.3 KEY SUPPLIERS OF ENCLOSURES, SCREENS AND TRAYS 72
5.3.1 Market Shares 72
5.3.2 Key Company Profiles 73
5.3.3 Other Suppliers 77
5.4 DISTRIBUTION 79
5.4.1 Channel Shares 79
6. SHOWER ACCESSORIES 81
6.1 MARKET OVERVIEW 81
6.1.1 Definition 81
6.1.2 Market Size by Value 2016-2025 81
6.1.3 Market Prospects 82
6.2 PRODUCT TRENDS 84
6.2.1 Overall Product Mix 84
6.2.2 Shower-Related Products 84
6.2.3 Enclosure-Related Products 87
6.2.4 Shower Extras 89
6.3 KEY SUPPLIERS OF SHOWER ACCESSORIES 90
6.3.1 Market Shares 90
6.3.2 Company Profiles 91
6.3.3 Shower Suppliers 92
6.4 DISTRIBUTION 92
APPENDICES 94
APPENDIX A: ECONOMIC ENVIRONMENT 94
A.1 OVERVIEW AND OUTLOOK 94
A.2 GDP 94
A.3 INFLATION & INTEREST RATES 96
A.4 EMPLOYMENT & WAGES 97
A.5 HOUSEHOLD CONSUMPTION 98
A.6 STERLING 99

LIST OF TABLES AND CHARTS

CHART 1: UK SHOWER EQUIPMENT MARKET BY VALUE (£M MSP) 2016 – 2025 10
TABLE 2: UK SHOWER EQUIPMENT MARKET BY VALUE (£M MSP) 2016-2025 15
CHART 3: MARKET MIX BY PRODUCT SECTOR (SHOWER CONTROLS, ENCLOSURES, ACCESSORIES) BY VALUE 2020 18
CHART 4: UK SHOWER MARKET % HOUSEHOLD PENETRATION 2000-2020 19
CHART 5: PERCENTAGE OF UK POPULATION IN 65+ AGE CATEGORY –2019, 2024, 2029 AND 2039 20
CHART 6: UK MULTI-GENERATIONAL HOUSEHOLDS 2003-2021 BY VOLUME (000S) 22
CHART 7: UK SHOWER EQUIPMENT MARKET % MARKET MIX BY TYPE OF INSTALLATION 2020 23
TABLE 8: NEW HOUSING STARTS AND COMPLETIONS (ENGLAND, WALES AND SCOTLAND) (000’S) 2015 TO 2024 26
CHART 9: ENGLAND PRIVATE SECTOR HOUSES – % OF COMPLETIONS BY DWELLING SIZES (NUMBERS OF BEDROOMS) 2012 – 2019 27
CHART 10: NON-RESIDENTIAL CONSTRUCTION NEW WORK OUTPUT BY SECTOR, 2015 TO 2024 – BY VALUE (£BN AT CURRENT PRICES) 28
TABLE 11: UK SHOWER CONTROLS MARKET BY VALUE (£M MSP) 2016-2025 33
CHART 12: UK SHOWER CONTROLS % PRODUCT MIX BY VOLUME (MIXER, ELECTRIC, DIGITAL, POWER ETC.) 2020 36
TABLE 13: SHOWER CONTROLS SUPPLIERS % MARKET SHARES BY VALUE 2020 43
CHART 14: UK SHOWER CONTROLS % DISTRIBUTION CHANNEL SHARE BY VALUE 2020 52
TABLE 15: UK ENCLOSURES, SCREENS AND TRAYS MARKET BY VALUE (£M MSP) 2016-2025 59
CHART 16: UK ENCLOSURES, SCREENS & TRAYS MARKET % PRODUCT MIX BY VALUE 2020 62
CHART 17: UK ENCLOSURES MARKET % PRODUCT MIX BY VALUE 2020 63
TABLE 18: ENCLOSURES, SCREENS & TRAYS SUPPLIERS % MARKET SHARES BY VALUE 2020 73
TABLE 19: UK ENCLOSURES, SCREENS & TRAYS % DISTRIBUTION CHANNEL SHARE BY VALUE 2020 79
TABLE 20: UK SHOWER ACCESSORIES MARKET BY VALUE (£M MSP) 2016-2025 82
CHART 21: UK ENCLOSURES, SCREENS & TRAYS MARKET % PRODUCT MIX BY VALUE 2020 84
TABLE 22: SHOWER ACCESSORIES SUPPLIERS % MARKET SHARES BY VALUE 2020 91
TABLE 23: UK SHOWER ACCESSORIES % DISTRIBUTION CHANNEL SHARE BY VALUE 2020 93
CHART A1: GVA CHAINED VOLUME MEASURES, 2015-2020, KEY CONSTITUENT ELEMENTS 96
CHART A2: CPI INFLATION AND BANK OF ENGLAND BASE RATE, 2008-2023 97
CHART A3: AVERAGE WEEKLY EARNINGS DATA – GB TOTAL PAY – 2014-2019 (SEASONALLY ADJUSTED) 98
CHART A4: DI PER CAPITA & SAVINGS RATIO AT CURRENT PRICES 2008-2023 98
CHART A5: EXCHANGE RATE FLUCTUATIONS 2015-2019, STERLING TO THE DOLLAR AND THE EURO, SPOT RATES 99

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