The Internet Plumbing Market - UK 2009-2013
AMA Research, December 2009, Pages: 61
This report comprises a detailed study of this fast-growing online plumbing market and analyses the current trends by product sector including comment on future prospects and implications for plumbing e-tailers and the industry as a whole.
Written by marketing professionals with considerable experience of the plumbing products industry, this report provides both plumbing e-tailers and manufacturers with a detailed and comprehensive review of this dynamic market. It also identifies strategies that e-tailers can use to maximise the business potential of their online presence.
The report covers the following product sectors:
- BATHS AND SANITARYWARE – including suites, WC’s and basins.
- SHOWER CONTROLS AND BATHROOM TAPS – including single point shower controls, shower panels, mixer taps, pillar taps and bath/shower mixers.
- SHOWER ENCLOSURES, SCREENS AND TRAYS – including walk-in showers, wet rooms and shower cabins.
- BATHROOM FURNITURE AND ACCESSORIES – including modular and fitted furniture, bathroom fittings, toilet seats, bath panels, mirrors, shower fittings and
- accessories.
- TOWEL WARMERS AND DECORATIVE RADIATORS – including basic ladder radiators and more decorative designs.
- HEATING PRODUCTS – including boilers, standard radiators, pumps, controls, wet underfloor heating and plumbing pipe systems.
- BATHS AND SANITARYWARE – including suites, WC’s and basins.
Areas of particular interest:
- Trends in online expenditure on domestic bathroom and heating products. The e-retail channel is continuing to benefit from the growing number of UK households that have Internet access. This has resulted in more Internet users with more transactions taking place online.
- Market sizes and trends of the major product sectors. Online e-tailers have been seen to expand the number of plumbing products and brands they offer. Own label products in particular have seen phenomenal growth.
- Competitor analysis - detailed profiles of the major plumbing e-tailers and their respective market share.
- Operating characteristics - comment on common attributes of Internet plumbing websites. Strategies to improve business potential.
- Companies included:
- Over 30 companies are included with details of product ranges, brands and other activity. A further 25 sites are listed.
Key areas covered in the report include:
MARKET OVERVIEW
- Overall market size by value, rates of change, current trends and future prospects.
- Economic overview, social and demographic trends, population growth, level of activity within the private RMI sector, consumer confidence and expenditure etc.
MARKET TRENDS AND INFLUENCES
- Internet trends - including overall UK, broadband and regional access, typical purchaser profile by age and sex, average purchase value, trends in online household goods purchases etc.
- Buying trends - including online research and user expectations, growth in social networking, influence of customer reviews and blogs, use of price comparison websites, growth in online advertising.
- Trading online - advantages and disadvantages, applicable to Internet e-tailers and existing suppliers that subsequently enter the online e-retail channel.
- Buying on the Internet and the law – consumer safeguard measures including The Consumer Protection (Distance Selling) Regulations 2000.
PRODUCT TRENDS
- Overall product mix – by value and share.
- Key design trends by product sector – sustainability and the environment, affordable design, technological improvements including digital controls, minimalist and contemporary styles, re-emergence of nostalgia and opulence, space saving designs for small UK bathrooms, importance of safety features, inclusive design for ageing UK population etc.
- Use of own label – advantages and disadvantages, trends, positioning, influences.
- Branded product – popular brands, growing number of products and brands offered.
SUPPLIER TRENDS
- Market shares of leading plumbing e-tailers.
- Review and analysis of leading plumbing e-tailers, including company profile, turnover, key brands etc.
- Summary of significant other plumbing e-tailers.
OPERATIONAL CHARACTERISTICS
- Functionality including comment on website design, optimisation measures, search facility, secure payment features, monitoring and feedback.
- Pricing including comment on online price positioning compared to other plumbing suppliers, price matching facility, trade accounts and available discounts.
- Showroom facility including percentage of plumbing e-tailers that also offer a showroom facility.
- Distribution including comment on delivery times, cost of delivery, order processing, delivery service – national or e-tailer own, refund policy etc.
- Marketing including importance of word of mouth promotion, effectiveness of online advertising, use of video, social networking, and impact of customer reviews.
- Customer Advice including growing importance as a supplier differential, live help facility, email facility, typical questions and answers.
1. INTRODUCTION
2. SUMMARY & FUTURE PROSPECTS
2.1 SUMMARY
2.2 KEY TRENDS
2.3 FUTURE PROSPECTS
3. ECONOMIC ENVIRONMENT
3.1 GDP
3.2 INFLATION & INTEREST RATES
3.3 UNEMPLOYMENT
3.4 HOUSEHOLD CONSUMPTION
3.5 HOUSING & CONSTRUCTION
3.6 STERLING
3.7 POPULATION PROFILE
3.8 CONCLUSIONS
4. UK MARKET FOR INTERNET PLUMBING PRODUCTS
4.1 DEFINITION
4.2 MARKET OVERVIEW
4.2.1 Market Size
4.2.2 Market Background
4.2.3 Future Prospects
4.3 MARKET TRENDS AND INFLUENCES
4.3.1 History
4.3.2 Internet Access
4.3.3 Purchaser Profile
4.3.4 Online Research
4.3.5 Social Networking and Blogs
4.3.6 Price Comparison Websites
4.3.7 Online Advertising
4.3.8 Advantages and Disadvantages of Trading Online
4.3.9 Buying on the Internet and the Law
5. PRODUCTS
5.1 OVERALL PRODUCT MIX
5.2 PRODUCT TRENDS
5.2.1 Baths and Sanitaryware
5.2.2 Shower Controls and Bathroom Taps
5.2.3 Shower Enclosures, Screens and Trays
5.2.4 Bathroom Furniture and Accessories
5.2.5 Decorative Radiators and Towel Warmers
5.2.6 Heating Products
5.3 USE OF OWN LABEL
5.4 BRANDED PRODUCT
6. SUPPLIERS
6.1 MARKET SHARES
6.2 KEY SUPPLIERS
6.3 OTHER SUPPLIERS
7. OPERATIONAL CHARACTERISTICS
7.1 FUNCTIONALITY
7.2 PRICING
7.3 SHOWROOM FACILITY
7.4 LOGISTICS AND RETURNS
7.5 MARKETING AND PROMOTION
7.6 CUSTOMER SUPPORT
STATISTICS
CHART 1: UK INTERNET PLUMBING MARKET BY VALUE (£M MSP) 2004-2013
CHART 2: INTEREST RATES AND INFLATION (CPI) FROM 1992-2013
CHART 3: PDI & SAVINGS RATIO AT CURRENT PRICES 1992-2013
TABLE 4: EXCHANGE RATE FLUCTUATIONS 2002-2009 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES
CHART 5: AGE DISTRIBUTION OF THE RESIDENT UK POPULATION 2001 CENSUS (‘000)
TABLE 6: UK INTERNET PLUMBING MARKET BY VALUE (£M DSP) 2004-2013
CHART 7: UK HOUSEHOLDS WITH INTERNET ACCESS % SHARE 2006 – 2009
CHART 8: ONLINE PURCHASER PROFILE BY GENDER 2006 AND 2009
CHART 9: ONLINE PURCHASER PROFILE BY AGE CATEGORY 2009
CHART 10: INTERNET PURCHASES OF HOUSEHOLD GOODS - % SHARE 2006 - 2009
CHART 11: TRANSACTIONAL WEBSITES - SOURCE OF TRAFFIC 2009
TABLE 12: PRICE COMPARISON WEBSITES - E-TAILER BENEFITS
TABLE 13: THE ADVANTAGES AND DISADVANTAGES OF TRADING ONLINE
CHART 14: INTERNET PLUMBING PRODUCTS - % PRODUCT MIX BY VALUE 2008
TABLE 15: INTERNET PLUMBING MARKET BY PRODUCT CATEGORY 2008 (£M MSP)
CHART 16: OWN LABEL INTERNET PLUMBING PRODUCTS - % SHARE 2008
TABLE 17: THE ADVANTAGES AND DISADVANTAGES OF OWN LABEL PRODUCTS
TABLE 18: POPULAR E-RETAIL PLUMBING BRANDS BY PRODUCT SECTOR
TABLE 19: INTERNET PLUMBING MARKET - % MARKET SHARE BY VALUE 2008
TABLE 20: AVERAGE E-TAILER PRICING DIFFERENTIALS BY PRODUCT CATEGORY
CHART 21: INTERNET PLUMBING E-TAILERS WITH SHOWROOM FACILITY - % SHARE 2008
The Internet plumbing market has shown exceptional levels of growth over the last five years. A growing number of UK households have Internet access and more consumers have the confidence and knowledge to buy online. In 2009, 70% (18.3 million) of households in the UK have Internet access. This represents an increase of 28% when compared to 2006. In addition, there is increased consumer access to high speed broadband Internet services. Of all UK households, 63% have a broadband connection in 2009, up from 40% in 2006.
The Internet plumbing market is estimated at £103 million at Manufacturers Selling Prices (MSP) in 2008, a 12% increase on the previous year. 2009 estimates indicate a lower level of growth at 5%, reflecting the impact of the current UK economic recession on consumer confidence and spending levels.
Forecasts indicate that in the short term the Internet plumbing market will continue to grow, albeit at a more constrained pace. This growth reflects the impact of the current economic recession balanced by the fact that consumers will look to the Internet to find the best prices for their particular plumbing requirements. The number of new Internet ‘start-ups’ in the plumbing market is likely to show an increase, as more companies realise the benefits of trading online. The number of established plumbing suppliers that also offer an online presence will continue to grow.
In the medium to longer term, the Internet plumbing market is expected to experience a return to strong growth, and by 2013, the market value is forecast to be £172 million at MSP.
It is estimated in 2008 that around 45% of plumbing products sold on the Internet through e-tailers are own label products.
The Internet has removed barriers to entry previously enjoyed by traditional store-based retailers and other suppliers. This has allowed small and medium size e-tailers to enter the plumbing market, creating a new competitive dynamic. It has also encouraged other suppliers such as store-based bathroom retailers and catalogue companies to enter the online e-retail sector.
The future performance of the Internet plumbing market is likely to be driven by overall trends in online E-retail shopping and levels of consumer confidence and expenditure. New technology and new IT products will expand choice and availability. For example, the trend to shop ‘on the move’ using mobile phone technology is likely to increase. Advancements in the development of 3G and mobile phone technology in general, are likely to support this trend.
However, traditional retailers and plumbing e-tailers with showrooms will still play a big part in the future of retail. There are a significant number of people who will always prefer to see the product in situ and to feel the quality of the materials before choosing to buy.
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