Shower Market Report - UK 2015-2019 Analysis

AMA Research have published the 15th edition of the 'Shower Market Report – UK 2015-2019 Analysis'. The report represents an informed, up-to-date and detailed review of the market. It analyses the current trends by product sector and includes estimates on total UK shower equipment sales, comment on future prospects and implications for manufacturers and the industry as a whole.

Key issues covered:

Market overview – estimates of market size, forecasts to 2019, key trends and market influences, market penetration levels, detailed analysis by product sector.

Shower controls – mixer, electric, digital, power, bath/shower, shower columns/poles etc.

Enclosures, trays and screens - traditional, walk-ins, glass wetroom panels, bath/shower screens, low-level and level-access trays etc.

Accessories - both shower related and enclosure related.

Supply and distribution review - major suppliers, company profiles, market shares, distribution channels and distribution shares.

Key areas of insight include:

Analysis of market performance for 2015 and forecasts for 2016 to 2019. Forecasts indicate that the shower market is increasing steadily and good growth is anticipated from 2016.

Digital showers are becoming more popular as consumers become used to digital control and plumbers more familiar with the installation benefits.

Sustainability and water efficiency a major concern. Consumers more aware of environmental impact of aspects in their homes; water and energy saving shower equipment is in greater demand.

Greater use of the internet and e-commerce solutions. Growth of online retailing means easier price comparison. Consumers more knowledgeable and demanding affordable design-led products that will last.

The wellness trend is well established in UK bathrooms. Wetroom areas, large walk-in frameless and semi-frameless enclosures, rainfall showerheads, digital controls, steam cabins; now seen as a luxurious alternative to bathing.

Ageing UK population, growth in multigenerational households. How the changing demographic profile will impact on future product developments and market demand.

Some of the companies included:

Abode Home Products, Advanced Showers International, AL Challis, Aqata, Aqualisa Group, Aqualona Products, Aqualux Products, Argos, B & Q, Bathstore, BHL, Bristan Group, Cooper Callas, Coram Group, Crosswater, Croydex Group, Delabie UK, Douglas James, Duravit, Ellbee, F&P Wholesale, Frontline Bathrooms, Grafton Group, Grohe, Heat and Plumb, Homebase, Horne Engineering, Hüppe, Ideal Standard, Intatec, Jacuzzi UK, Just Trays, Kaldewei, Kermi UK, Kohler Mira, Koralle, Kudos Shower Products, Lakes Bathrooms, Laufen, Manhattan Showers, Marflow Engineering, Marleton Cross, Matki, Merlyn Industries, Methven UK, MX Group, Norcros Group, Novellini, Pegler Yorkshire Group, PJH Group, Porcelanosa UK, RAK Ceramics UK, Redring Xpelair Group, Reliance Water Controls, Roca UK, Roman, Saint-Gobain Group, Samuel Heath, Salamander, Screwfix, Simpsons Shower Enclosures, TAB, Taplanes, Tavistock Bathrooms, TCL Manufacturing, Teuco UK, Travis Perkins, Twyford Bathrooms, Ultra Finishing, Vado, Victoria Plumb, Villeroy & Boch, Wolseley Group.

Key areas covered in the report include:

ELECTRIC, MIXER, POWER, DIGITAL SHOWER CONTROLS
Market size, estimates 2010-2015, forecasts through to 2019.

Key trends and influences – energy efficiency legislation, changes in UK population profile and household size, lifestyle trends, influence of the internet, media etc.

Assessment by sector – electric, mixer, digital, bath/shower, product mix, key characteristics, new product developments and trends.

Analysis of the digital controls sector – pumped/ non-pumped, growth areas, important new products.

Major suppliers; market shares by total market and by product group, key characteristics, strengths, new products, turnover etc.

Distribution channels; merchants, DIY multiples, bathroom specialists, other retail; market shares, characteristics and key trends; future prospects plus impact of the internet and e-Retail channel.

Installation & specification; growing influence of the consumer in the specification process; DIY vs professional installation; trends and influences.

ENCLOSURES, SCREENS AND TRAYS

Market size, key trends, estimates of market size 2015, forecasts through to 2019.

Key trends in the market place and influencing factors; are the trends and influences set to continue, or will there be changes?

Analysis by sector; developments in enclosures, shower cabins, screens & trays; product mix; sales trends; growth sectors.

Market penetration levels; current and future levels, main bathroom/en-suite facilities.

Analysis of product and material developments - glass and acrylics, glass designs, standards, frame colour options, size options, aesthetic trend influences, product features, growth factors.

Channels of distribution; market shares by channel; characteristics and key trends; impact of e-Retail channel; role of distributors.

Competitive structures; market shares of major suppliers; key characteristics, strengths, new products, turnover etc.

SHOWER ACCESSORIES

Market size, key trends, estimates of market size 2015, forecasts through to 2019.

Key trends in the market place and influencing factors; are the trends and influences set to continue, or will there be changes?

Review of major product groups and their future trends; product mix; characteristics.

Competitors’ shares; market shares; characteristics; turnover etc.

Channels of distribution - DIY multiples, merchants, bathroom specialists and role of distributors; influence of e-Retail, mail order, department stores and grocery multiples.

REVIEW OF FUTURE PROSPECTS

Trends over the next 18 months - two years, and forecasts to 2019; value growth, key market drivers, product trends.

Increasing influence of replacement demand in the market.

Impact of new housing market on product developments.

In 2014, the value of the shower equipment market saw an increase of around 4% compared to the market size in 2013, reflecting continued steady growth in the building and home improvement markets in particular. Between 2010 and 2012, the UK shower market was comparatively volatile, in line with the uncertain economic situation at this time. However, since 2013 the market for showering products has seen a notable increase, with demand picking up as the economy improves, the housing market recovers and consumer confidence levels improve.

The majority of UK households now have at least one shower installation in their property. The level of penetration has climbed significantly since the late 1990’s to reach around 89% in 2014, this is equivalent to 23.8 million UK homes. Shower controls account for the greatest proportion of the overall shower equipment market though enclosures, screens and trays account for only moderately less than the shower controls sector. As a result of the maturing shower market and high level of shower usage, replacement products such as shower accessories have grown share to 13%. Many products are now designed specifically for retrofit purposes, with ease of installation an important consideration.

Shower products for the domestic and commercial sectors are distributed through a wide range of channels. The main distribution channel continues to be builders and plumbers merchants with the DIY multiples also holding a substantial share. Other retail channels include bathroom specialists, grocery multiples, mail order retailers and department stores. Online retailers are also becoming more important as consumers increasingly use the internet to source the best deals. Manufacturers are also selling spare parts and accessories direct to the consumer online.

The outlook for the UK shower equipment market in 2015 looks positive with good growth anticipated into the medium-longer term. However, pricing pressures are likely to remain intense due to rising levels of imported products and an increasingly competitive distribution market. Future trends include the growth in wetrooms and walk-in shower areas, the increasing popularity of digital showers and forecast growing demand for ‘inclusive’ shower products due to the ageing UK population, as well as growth in water efficient shower controls driven by the introduction of the Water Label on shower products from 2014.

1. INTRODUCTION 7
1.1 BACKGROUND 7
1.2 SOURCES OF INFORMATION 7
2. SUMMARY & FUTURE PROSPECTS 9
2.1 SUMMARY 9
2.2 KEY TRENDS 10
2.3 FUTURE PROSPECTS 11
3. ECONOMIC ENVIRONMENT 13
3.1 GDP 13
3.2 INFLATION & INTEREST RATES 14
3.3 UNEMPLOYMENT 15
3.4 HOUSEHOLD CONSUMPTION 16
3.5 HOUSING & CONSTRUCTION 16
3.6 STERLING 17
3.7 POPULATION PROFILE 18
3.8 CONCLUSIONS 18
4. SHOWER CONTROLS 20
4.1 MARKET OVERVIEW 20
4.1.1 Definition 20
4.1.2 Market Size by Value 2010 - 2019 21
4.1.3 Overseas Trade 23
4.2 MARKET TRENDS 24
4.2.1 Household Penetration 24
4.2.2 Type of Installation 26
4.2.3 RMI Trends 27
4.2.4 New Build Trends 29
4.2.5 Installation and Specification 31
4.3 PRODUCT TRENDS 32
4.3.1 Overall Product Mix 32
4.3.2 Electric Showers 33
4.3.3 Mixer Showers 36
4.3.4 Digital Mixers 38
4.3.5 Integrated Power Showers 39
4.3.6 Shower Pumps 39
4.3.7 Shower Panels 40
4.3.8 Bath/Shower Mixers 41
4.4 KEY SUPPLIERS OF SHOWER CONTROLS 42
4.4.1 Market Shares 42
4.4.2 Key Company Profiles 43
4.4.3 Other Suppliers 46
4.5 DISTRIBUTION 49
4.5.1 Channel Structure and Trends 49
4.5.2 Channel Shares 51
4.5.3 Key Companies 52
5. ENCLOSURES, SCREENS & TRAYS 58
5.1 MARKET OVERVIEW 58
5.1.1 Market Definition 58
5.1.2 Market Size by Value 2010 - 2019 58
5.1.3 Overseas Trade 60
5.2 MARKET TRENDS 60
5.2.1 Household Penetration 60
5.2.2 RMI Trends 61
5.2.3 New Build Trends 62
5.2.4 Installation and Specification Trends 63
5.3 PRODUCT TRENDS 64
5.3.1 Product Mix 64
5.3.2 Enclosures 64
5.3.3 Screens 71
5.3.4 Trays 73
5.4 KEY SUPPLIERS OF ENCLOSURES, SCREENS AND TRAYS 75
5.4.1 Market Shares 75
5.4.2 Key Company Profiles 76
5.4.3 Other Suppliers 79
5.5 DISTRIBUTION 81
5.5.1 Channel Shares 81
6. SHOWER ACCESSORIES 83
6.1 MARKET OVERVIEW 83
6.1.1 Definition 83
6.1.2 Market Size by Value 2010-2019 83
6.2 PRODUCT TRENDS 85
6.2.1 Product Mix 85
6.2.2 Shower-Related Products 86
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 91
6.4 DISTRIBUTION 92
CHART 1 UK SHOWER EQUIPMENT MARKET BY VALUE (MSP) 2010-2019 9
TABLE 2 GDP DATA - 2012-2015 - KEY CONSTITUENT ELEMENTS 13
CHART 3 INTEREST RATES AND INFLATION (CPI) FROM 2000-2019 15
CHART 4 PDI & SAVINGS RATIO AT CURRENT PRICES 2000-2019 16
TABLE 5 EXCHANGE RATE FLUCTUATIONS 2010-2016 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 18
TABLE 6 UK SHOWER CONTROLS MARKET BY VALUE (£M MSP) 2010-2019 21
CHART 7 UK SHOWER CONTROLS MARKET % PENETRATION 1998 - 2014 24
CHART 8 UK HOUSEHOLDS WITH 2+ BATHROOMS % BY TENURE (PRIVATE, SOCIAL) 2014 25
CHART 9 UK MULTIGENERATIONAL HOUSEHOLDS 2003-2013 BY VOLUME (000S) 26
CHART 10 SHOWER CONTROLS % MARKET MIX BY TYPE OF INSTALLATION (REPLACEMENT, NEW BUILD, NEW/ADDITIONAL) 2014 27
TABLE 11 UK HOUSE BUILDING STARTS & COMPLETIONS 2012-2016 (‘000 DWELLINGS) 30
CHART 12 UK SHOWER CONTROLS - % PRODUCT MIX BY VOLUME (ELECTRIC, MIXER, DIGITAL, POWER ETC) 2014 32
CHART 13 ELECTRIC SHOWERS % PRODUCT MIX BY KW POWER RATING 2014 34
TABLE 14 SHOWER CONTROL SUPPLIERS % MARKET SHARE BY VOLUME 2014 42
CHART 15 UK MARKET INFRASTRUCTURE FOR SHOWER CONTROLS 50
CHART 16 UK SHOWER CONTROLS - % CHANNEL SHARE 2014 (MERCHANTS, DIY, SPECIALISTS, INTERNET ETC.) 51
TABLE 17 UK ENCLOSURES, SCREENS AND TRAYS MARKET BY VALUE (£M MSP) 2010-2019 58
CHART 18 HOUSEHOLD PENETRATION OF SEPARATE SHOWER INSTALLATIONS % 2005, 2014 61
TABLE 19 UK ENCLOSURES, SCREENS & TRAYS NEW BUILD SECTOR BY VOLUME (000'S) 2014 62
CHART 20 UK ENCLOSURES, SCREENS & TRAYS MARKET - % PRODUCT MIX BY VALUE 2014 64
CHART 21 UK ENCLOSURES MARKET - % PRODUCT MIX BY VALUE (TRADITIONAL, WALK-IN, GLASS WETROOM PANELS, CABINS & PODS) 2014 65
TABLE 22 SHOWER ENCLOSURES, SCREENS & TRAYS - SUPPLIER % MARKET SHARE BY VALUE 2014 75
TABLE 23 UK SHOWER ENCLOSURES, SCREENS AND TRAYS - DISTRIBUTION CHANNEL % SHARE 2014 82
TABLE 24 UK SHOWER ACCESSORIES MARKET BY VALUE (£M MSP) 2010-2019 84
CHART 25 UK SHOWER ACCESSORIES - % PRODUCT MIX BY VALUE (SHOWER-RELATED, ENCLOSURE-RELATED, SHOWER EXTRAS) 2014 86
TABLE 26 SHOWER ACCESSORIES SUPPLIERS % MARKET SHARES BY VALUE 2014 90
TABLE 27 UK SHOWER ACCESSORIES - % CHANNEL SHARE 2014 92