Bathroom Market Report – UK 2022-2026
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Analysis of the current trends by product sector – baths & sanitaryware, taps & mixers, bathroom accessories, bathroom furniture, whirlpool & spa bath systems. It includes comment on market prospects for each sector and implications for UK manufacturers and suppliers of these products.
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The 20th edition of the Bathroom Market Report UK 2022-2026 represents an informed and up-to-date review of this changing market.
It analyses the current trends by product sector – baths & sanitaryware, taps & mixers, bathroom accessories, bathroom furniture, whirlpool & spa bath systems. It includes comment on market prospects for each sector and implications for UK manufacturers and suppliers of these products.
Key Issues Covered in the Report
- An assessment of the effects that Covid-19 and Brexit is having on this market, including the current supply chain issues, material shortages and the high cost of imports.
- Rising energy prices and impact on manufacturing costs and margins; the cost-of-living crisis and effect on confidence levels and expenditure.
- The phenomenal growth of the online sales channel and expanding influence of internet-only specialist retailers.
- Increasing focus on sustainability and water conservation; growth in bathroom solutions designed to not only consider the environment, but also give value for money.
Some of the Companies Featured:
Abacus Bathrooms, AKW Medicare Ltd, Aqualona, Armitage Shanks, Bathrooms Ltd, B & Q, Be Modern, Bemis, BetteGmbH, Bristan Group Ltd, Carron Bathrooms, Chiltern InvaDex Limited, Cistermiser, City Plumbing Supplies Ltd, Claytan Group, Geberit Ltd, Grohe Ltd, Heat and Plumb, Jacuzzi Spa & Bath Ltd, Kohler Mira, Phoenix Whirlpools Ltd, PJH Group, Porcelanosa, RAK Ceramics UK, Renaissance Baths, Silverdale Bathrooms Ltd, Symphony Group, Thomas Dudley Ltd, Travis Perkins, Trojan Plastics Ltd, Twyford Bathrooms, UK Plumbing Supplies, Victoria & Albert Baths Ltd, Victoria Plum Ltd, Victorian Plumbing Ltd VitrA, Wirquin Ltd ,Wolseley UK Ltd, Zehnder Group and more.
Areas of Particular Interest
- Minimalist design trends and the desire for spa-like bathrooms in stylish, space-enhancing layouts.
- The growth of the smart bathroom with the wider use of touchless technology improving the user experience.
- Greater use of the internet for online browsing; more knowledgeable and discerning consumers trading up and buying higher quality bathroom products.
- Housebuilding trends including growing number of new houses with 2+ bathrooms and a cloakroom area.
- Uplift in home improvement activity since Covid-19; greater focus on the home and individual wellbeing.
- Demographic influences such as the ageing UK population and growth of multigenerational households.
Key Areas Covered in the Report
Market summary
- Market size by value 2017 to 2022, rates of change. Market overview by product sector. Imports and exports data.
- Market splits including mix by product sub-sector, by type of ownership, UK housing stock with secondary amenities.
Market influences & drivers
- Main influences that drive the bathroom industry including detailed PESTLE analysis.
- Analysis including impact of Brexit, changes in government policy and taxation.
- Economic forecasts including increasing energy prices and cost of living crisis.
- Changes in buying habits, growth of online channel, lifestyle factors, variations in population demographics.
- Product innovations and development of smart bathroom technologies.
- Importance of sustainability and the environment.
- Growth of water efficient solutions, eco conscious methods of production etc.
End use sectors
- Summary of sectors driving demand for bathroom products, market split by end-use sector.
- Residential new build prospects and influences including housebuilding activity, mix by type of dwelling, trends.
- Residential RMI prospects and influences including impact of Covid-19 pandemic on level of home renovations.
- Non-residential construction prospects and influences.
Product subsectors
- Baths & sanitaryware – market size by value 2017 to 2022. Product mix by volume. Market analysis by sub-sector, materials mix. Key suppliers. Leading company market shares and profiles.
- Taps & mixers – market size by value 2017 to 2022. Product mix by volume. Market analysis, materials mix. Key suppliers. Leading company market shares and profiles.
- Bathroom accessories – market size by value 2017 to 2022. Market analysis. Key suppliers. Leading company market shares and profiles.
- Bathroom furniture – market size by value 2017 to 2022. Market analysis. Key suppliers. Company market shares and profiles.
- Whirlpool & spa systems – market size by value 2017 to 2022. Market analysis. Key suppliers. Company market shares and profiles.
Distribution
- Review of distribution – map, key channels, developments.
- Company overview and financials of key trade distributors – merchants, bathroom distributors, home improvement and other multiples, bathroom retailers, online specialists, etc.
Market forecasts and product innovations
- Ten-year UK bathroom market view 2017 – 2021, plus forecasts to 2026, rates of change.
- Overview of market prospects.
- Ten-year market view by product sub-sector to 2026 and rates of change.
- Summary of market prospects.
- Product innovations and notable new product designs.
Until Covid-19, the UK bathroom market had been growing at a steady pace before it saw a sharp value decline of 16% in 2020. However, this decline was less than previously anticipated with an uplift in home improvement activity particularly evident since Q4 2020. Many consumers have accumulated savings over the pandemic and have opted to focus on improving their home environment, including refurbishing the bathroom.
In 2021, the UK bathroom market bounced back, with the successful roll-out of the Covid-19 vaccine programme positively influencing confidence levels and expenditure. This recovery was despite the ongoing supply chain issues following Brexit, with a shortage of imported products and materials, increases in transportation costs and longer lead times.
Bathroom sales via the internet have continued to show good growth; with lower prices and added convenience, online retailers have been able to capitalise on changing consumer cross-channel shopping habits, with a notable shift to online purchases over the last 2 years.
In 2022 it is anticipated that the value of the UK bathroom market will continue to recover, albeit at a steadier pace. The market value will be influenced by the ongoing effects of the
pandemic, but also by the high cost of imports, given the current weakness of Sterling.
Rising energy prices will also impact significantly on production costs, particularly in high energy-using industries such as ceramics. In addition, the effect of the widely anticipated ‘cost-of-living crisis’ on confidence levels and expenditure is yet to be determined.
Several key trends have emerged in 2022. These include spa-like bathroom solutions with the renewed focus on health and wellbeing since the pandemic; smart bathrooms incorporating hygienic, touchless technology; water efficient and eco-friendly sustainable designs; also, practical space-enhancing products for small UK bathrooms.
Minimalist, modern styles will continue to be prevalent with sanitaryware in simple, organic shapes and tapware in smooth, streamlined designs. Freestanding baths, decorative towel warmers and luxury mirrors will be used to add the ‘wow’ factor. Bathroom accessories will refresh and personalise the bathroom space. Space-enhancing furniture solutions will ensure even the smallest bathroom becomes a haven to relax and unwind.
Technological developments such as the touchless control of taps and WC flushing systems will become ever more evident, with elevated hygiene concerns since the pandemic. Water efficiency and sustainable methods of production & distribution will also become more important with the UK target to achieve carbon net zero by 2050.
CONTENTS
1. INTRODUCTION 7
1.1 CONTEXT 7
1.2 DEFINITIONS 7
1.3 ABBREVIATIONS 9
2. MARKET SUMMARY 10
2.1 MARKET SIZE 10
2.2 MARKET OVERVIEW 11
2.3 IMPORTS AND EXPORTS 14
2.4 MARKET PENETRATION 18
2.5 MARKET MIX BY PRODUCT TYPE 19
3. MARKET INFLUENCES AND DRIVERS 21
3.1 MAIN MARKET INFLUENCES AND DRIVERS 21
3.2 POLITICAL INFLUENCES AND DRIVERS 21
3.3 ECONOMIC INFLUENCES AND DRIVERS 23
3.4 SOCIAL INFLUENCES AND DRIVERS 24
3.5 TECHNOLOGICAL INFLUENCES AND DRIVERS 25
3.6 LEGAL INFLUENCES AND DRIVERS 26
3.7 ENVIRONMENTAL INFLUENCES AND DRIVERS 26
4. END USE SECTORS 28
4.1 SUMMARY OF THE SECTORS DRIVING DEMAND FOR THIS PRODUCT 28
4.2 RESIDENTIAL NEW BUILD PROSPECTS AND INFLUENCES 28
4.3 RESIDENTIAL RMI PROSPECTS AND INFLUENCES 30
4.4 COMMERCIAL BATHROOMS PROSPECTS AND INFLUENCES 32
5. MARKET SUB SECTORS 35
5.1 BATHS & SANITARYWARE – MARKET SIZE (VALUE) 35
5.1.1 Baths & sanitaryware – sub sector market summary 35
5.1.2 Baths & sanitaryware – sub sector product mix 36
5.1.3 Baths & sanitaryware – sub sector materials mix 39
5.1.4 Baths & sanitaryware – sub sector suppliers / key players 41
5.1.5 Company market shares and profiles 41
5.2 TAPS & MIXERS – MARKET SIZE (VALUE) 53
5.2.1 Taps & mixers – sub sector market summary 53
5.2.2 Taps & mixers – sub sector product mix 54
5.2.3 Taps & mixers – sub sector materials mix 56
5.2.4 Taps & mixers – sub sector end users 56
5.2.5 Taps & mixers – sub sector suppliers / key players 57
5.2.6 Company market shares and profiles 57
5.3 BATHROOM ACCESSORIES – MARKET SIZE (VALUE) 64
5.3.1 Bathroom accessories – sub sector market summary 64
5.3.2 Bathroom accessories – sub sector product mix 65
5.3.3 Bathroom accessories – sub sector materials mix 66
5.3.4 Bathroom accessories – sub sector end users 67
5.3.5 Bathroom accessories – sub sector suppliers / key players 67
5.3.6 Company market shares and profiles 68
5.4 BATHROOM FURNITURE – MARKET SIZE (VALUE) 71
5.4.1 Bathroom furniture – sub sector market summary 72
5.4.2 Bathroom furniture – sub sector product mix 72
5.4.3 Bathroom furniture – sub sector materials mix 74
5.4.4 Bathroom furniture – sub sector end users 74
5.4.5 Bathroom furniture – sub sector suppliers / key players 75
5.4.6 Company market shares and profiles 75
5.5 WHIRLPOOL & SPA SYSTEMS – MARKET SIZE (VALUE) 78
5.5.1 Whirlpool & spa systems – sub sector market summary 79
5.5.2 Whirlpool & spa systems – sub sector product trends 80
5.5.3 Whirlpool & spa systems – sub sector end users 80
5.5.4 Whirlpool & systems baths – sub sector suppliers / key players 81
5.5.5 Company market shares and profiles 81
6. DISTRIBUTION 83
6.1 MARKET MAP 83
6.2 CHANNEL SHARES BY SUPPLIER 84
6.3 KEY COMPANY PROFILES 85
6.3.1 Merchants 85
6.3.2 Bathroom distributors 88
6.3.3 Home improvement multiples 89
6.3.4 Bathroom specialists 90
6.3.5 Online retailers 91
7. INNOVATION 94
8. MARKET FORECASTS 97
8.1 TEN-YEAR MARKET VIEW (FIVE YEARS BACK, FIVE YEARS FORWARD) 97
8.1.1 Baths & sanitaryware – forecast 97
8.1.2 Taps & mixers – forecast 98
8.1.3 Bathroom accessories – forecast 99
8.1.4 Bathroom furniture – forecast 99
8.1.5 Whirlpool & spa systems – forecast 100
8.2 BATHROOM MARKET PROSPECTS AND INFLUENCES 100
8.2.1 Baths & sanitaryware prospects and influences 101
8.2.2 Taps & mixers prospects and influences 102
8.2.3 Bathroom accessories prospects and influences 102
8.2.4 Bathroom furniture prospects and influences 103
8.2.5 Whirlpool & spa baths prospects and influences 103
APPENDICES 105
APPENDIX A: ECONOMIC ENVIRONMENT 105
A.1 OVERVIEW AND OUTLOOK 105
A.2 GDP 105
A.3 INFLATION & INTEREST RATES 107
A.4 EMPLOYMENT & WAGES 107
A.5 HOUSEHOLD CONSUMPTION 108
A.6 STERLING 109
A.7 TRADE & BUSINESS INVESTMENT 110
RESEARCH SERVICES OFFERED BY AMA RESEARCH 112
TABLES & CHARTS
CHART 1: UK BATHROOM MARKET BY VALUE (£M MSP) 2016 – 2021 10
TABLE 2: IMPORTS AND EXPORTS OF BATHS & SANITARYWARE 2020 AND 2021 (£M) 15
CHART 3: IMPORTS OF BATHS & SANITARYWARE 2010 – 2021 (£M) 15
CHART 4: EXPORTS OF BATHS & SANITARYWARE 2010–2021 (£M) 16
TABLE 5: IMPORTS AND EXPORTS OF TAPS & MIXERS 2020 AND 2021 (£M) 16
CHART 6: IMPORTS OF TAPS & MIXERS 2010 – 2021 (£M) 17
CHART 7: EXPORTS OF TAPS & MIXERS 2010 – 2021 (£M) 17
CHART 8: UK BATH & SHOWER OWNERSHIP BY TYPE 2021 (% BY VOLUME) 18
CHART 9: UK HOUSING STOCK WITH SECONDARY AMENITIES (2ND BATHROOM, 2ND WC) 2021 (% BY VOLUME) 19
CHART 10: UK BATHROOM MARKET MIX BY PRODUCT CATEGORY 2021 (% BY VALUE) 20
TABLE 11: UK BATHROOM MARKET BY PRODUCT CATEGORY 2021 (£M MSP) 20
TABLE 12: UK BATHROOM MARKET PESTLE SUMMARY 2021 21
TABLE 13: KEY ECONOMIC VARIABLES 2019 – 2022 23
CHART 14: MARKET MIX BY TYPE OF INSTALLATION 2021 (% BY VALUE) 28
TABLE 15: GB RESIDENTIAL STARTS AND COMPLETIONS (ENGLAND, WALES AND SCOTLAND) (000’S) 2016 TO 2021 (FORECAST) 29
CHART 16: NEW BUILD COMPLETIONS MIX BY TYPE OF DWELLING 2007-2021 (% BY VOL) 30
CHART 17: UK HOUSING STOCK AGE OF BATHROOM AMENITIES 2021 (% VOLUME BY TENURE) 32
CHART 18: NON-RESIDENTIAL CONSTRUCTION OUTPUT NEW WORK & RMI BY VALUE 2016 – 2025 (£BN AT CURRENT PRICES) 33
CHART 19: NON-RESIDENTIAL NEW CONSTRUCTION OUTPUT ANALYSIS BY SECTOR 2021 AND 2025 (% BY VALUE) 34
CHART 20: UK BATHS & SANITARYWARE MARKET BY VALUE (£M MSP) 2016 – 2021 35
CHART 21: BATHS & SANITARYWARE PRODUCT MIX 2021 (% BY VOLUME) 36
CHART 22: BATHS MARKET MIX BY PRODUCT TYPE 2021 (% BY VOLUME) 36
CHART 23: UK BATHS MARKET MIX BY MATERIAL 2021 (% BY VALUE) 39
CHART 24: UK SANITARYWARE MARKET MIX BY MATERIAL 2021 (% VALUE BY APPLICATION) 40
TABLE 25: UK BATHS & SANITARYWARE SUPPLIERS MARKET SHARES 2021 (% BY VALUE) 41
TABLE 26: IDEAL STANDARD UK LTD 43
TABLE 27: ARMITAGE SHANKS LTD 44
TABLE 28: GEBERIT SALES LTD 45
TABLE 29: GEBERIT SERVICE LTD 46
TABLE 30: ROCA UK LTD 47
TABLE 31: ROXOR GROUP LTD 48
TABLE 32: CROSSWATER LTD 48
TABLE 33: PORCELANOSA UK LTD 49
TABLE 34: VITRA UK LTD 49
TABLE 35: TROJAN PLASTICS LTD 50
TABLE 36: CARRON BATHROOMS LTD 50
CHART 37: UK TAPS & MIXERS MARKET BY VALUE (£M MSP) 2016 – 2021 53
TABLE 38: UK TAPS & MIXERS PRODUCT MIX 2021 (% BY VOLUME) 54
CHART 39: TAPS & MIXERS MARKET MATERIAL MIX 2021 (% BY VOLUME) 56
TABLE 40: UK TAPS & MIXERS SUPPLIERS MARKET SHARES 2021 (% BY VALUE) 57
TABLE 41: BRISTAN GROUP LTD 58
TABLE 42: HANSGROHE LTD 59
TABLE 43: GROHE LTD 59
TABLE 44: NORCROS GROUP HOLDINGS LTD 60
TABLE 45: KOHLER MIRA LTD 61
CHART 46: UK BATHROOM ACCESSORIES MARKET BY VALUE (£M MSP) 2016 – 2021 64
CHART 47: UK BATHROOM ACCESSORIES % PRODUCT MIX 2021 (% BY VALUE) 65
TABLE 48: BATHROOM ACCESSORIES SUPPLIERS MARKET SHARES 2021 (% BY VALUE) 68
TABLE 49: ROPER RHODES LTD 69
TABLE 50: WIRQUIN LTD 70
TABLE 51: BEMIS LTD 70
CHART 52: UK BATHROOM FURNITURE MARKET BY VALUE (£M MSP) 2016 – 2021 71
CHART 53: UK BATHROOM FURNITURE PRODUCT MIX 2021 (% BY VALUE) 72
TABLE 54: BATHROOM FURNITURE SUPPLIERS MARKET SHARES 2021 (% BY VALUE) 75
TABLE 55: UTOPIA FURNITURE LTD 76
TABLE 56: THE SYMPHONY GROUP PLC 76
TABLE 57: JT ELLIS & CO LTD 77
TABLE 58: HIB LTD 77
CHART 59: UK WHIRLPOOL & SPA SYSTEMS MARKET BY VALUE (£M MSP) 2016 – 2021 79
TABLE 60: WHIRLPOOL & SPA BATHS SUPPLIERS MARKET SHARES 2021 (% BY VALUE) 81
TABLE 61: JACUZZI SPA AND BATH LTD 82
CHART 62: DISTRIBUTION STRUCTURE FOR BATHROOM PRODUCTS 83
CHART 63: UK BATHROOM MARKET DISTRIBUTION BY CHANNEL 2021 (% BY VALUE) 84
TABLE 64: TRAVIS PERKINS LTD 86
TABLE 65: WOLSELEY UK LTD 87
TABLE 66: PJH GROUP LTD 88
TABLE 67: ROBERT LEE DISTRIBUTION LTD 89
TABLE 68: B & Q LTD 90
TABLE 69: VICTORIAN PLUMBING LTD 92
TABLE 70: VICTORIA PLUM LTD 92
TABLE 71: UK BATHROOM MARKET BY VALUE (£M MSP) 2017-2026 97
TABLE 72: UK BATHS & SANITARYWARE MARKET BY VALUE (£M MSP) 2017-2026 98
TABLE 73: UK TAPS & MIXERS MARKET BY VALUE (£M MSP) 2017-2026 98
TABLE 74: UK BATHROOM ACCESSORIES MARKET BY VALUE (£M MSP) 2017-2026 99
TABLE 75: UK BATHROOM FURNITURE MARKET BY VALUE (£M MSP) 2017-2026 99
TABLE 76: UK WHIRLPOOL & SPA SYSTEMS MARKET BY VALUE (£M MSP) 2017-2026 100
CHART A1: GROSS VALUE ADDED BY SECTOR 106
CHART A2: CPI INFLATION AND BANK OF ENGLAND BASE RATE 107
CHART A3: AVERAGE WEEKLY EARNINGS BY SECTOR 108
CHART A4: DISPOSABLE INCOME PER CAPITA & SAVINGS RATIO 109
CHART A5: STERLING EXCHANGE RATES TO THE DOLLAR AND THE EURO 110
CHART A6: TRADE & BUSINESS INVESTMENT, 2018-2020 111
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