Bathroom furniture market is set to decline to just over £856m in 2017, a fall of about 2.9% on 2016. The decline in sales can be attributed to a cooldown in the property market, as well as low consumer confidence, which has reined in the spending. In 2017, volume sales are set to decline by more than 4.5% on 2016, while inflation will increase to 1.7% as retailers pass on higher costs to shoppers as a result of a weaker sterling.
"Design/new look" has surpassed "replacement" as the chief purchase motivator when buying bathroom furniture and is particularly prevalent among younger generations. The number of UK households with two or more bathrooms has risen and the proportion of people who would like more bathroom space has grown, suggesting that retailers need to offer innovative solutions specifically designed for second bathrooms.
Convenience tops price as the number-one driver of retailer choice, but quality and range remain important factors for consumers. The number of consumers using retailers for installation of a bathroom suite has declined, suggesting that consumers are installing bathroom furniture themselves to save money.
B&Q is the largest bathroom furniture player, but the retailer has declined in share due to store closures and the rollout of its "ONE Kingfisher" programme, which has caused disruption to product supply. Bunnings/Homebase has also lost share in 2017 as a result of the slow rollout of its Bunnings concept to Homebase stores and the removal of bathroom furniture design and installation services.
The report "Bathroom Furniture 2017", offers comprehensive insight and analysis of the cooking and baking market which includes: accessories & fittings, cabinetry & fitted furniture, baths, showers, sinks and toilets. Moreover, this report provides in-depth analysis of the following: the key issues impacting the market, strategies for success, market sizes and forecasts to 2022, retailer profiles, retailer market shares and consumer shopping habits and spending motivations.
In depth, this report provides the following analysis:
- An analysis of the key strategies for success in this market, as well as the most important market issues.
- Detailed data on the size of the market, the key drivers, and how spend is distributed.
- Profiles of the major players, and analysis of the key trends driving the market.
- Insight on who's consuming, what they are buying, where they are buying, and what makes consumers purchase.
- The number of UK households with two or more bathrooms continues to rise, driven by an increase in en-suites, and demand for separate shower and wet rooms. Additionally, almost half of consumers would like their bathrooms to be larger.
- Within the partial bathroom segment, younger consumers are more likely to buy bathroom furniture from general merchandisers and discounters, while affluent older generations are more likely to purchase from established DIY stores.
- In 2017, 22.1% of bathroom furniture purchases will be made online, up from 20.5% in 2016. This growth is driven by DIY specialists such as B&Q and Wickes, which have significantly improved their websites, as well as online-only players such as Victoria Plum and Soak.com, which stock a huge range and invest heavily in online advertising.
- "Design/new look" has surpassed "replacement" as the chief purchase motivator when buying bathroom furniture and is particularly prevalent among younger generations.
- Understand the impact of generation rent on the bathroom furniture market and understand what retailers should do to cater to these customers.
- Identify ways bricks-and-mortar/multichannel retailers can compete with online pureplays as shoppers become more confident about purchasing bathroom furniture online.
- Analyse the shares and growth rates of each retail channel in the market (multiple specialists, high street retailers/department stores, independents, online retailers, DIY retailers, and grocers).
- Develop a clear picture of the shopping habits of UK bathroom furniture shoppers including what motivates them to spend, the factors that are important to them when purchasing and how long shoppers spend researching. Our consumer data also enables you to identify drivers of store choice by retailer which can be used to recognise key areas for improvement and decide how to target different shoppers.
Issues and Strategies