This report evaluates the ‘how, what, why and where’ decisions within the consumer purchase process for a complete new bathroom.
Our research investigates the motivations behind the purchase of a bathroom, where consumers research prior to purchase, how they chose between different products, how the area is planned and designed, the barriers to sales, the major influences during the process, why a retail outlet is chosen and much more
This report will be published in July 2018
If you are a Bathroom category Insight Partner, this report will automatically be added to your account
Note: This report is a collaboration between Trend-Monitor and the Bathroom Manufacturers’ Association. If you are member of the BMA, you will receive a promo code which will allow you to access this report. If you haven’t received this code, please contact the BMA.
This report evaluates the ‘how, what, why and where’ decisions within the consumer purchase process for a complete new kitchen.
Our research investigates the motivations behind the purchase of a kitchen, where consumers research prior to purchase, how they chose between different products, how the area is planned and designed, the barriers to sales, the major influences during the process, why a retail outlet is chosen and much more
This report will be published in July 2018
If you are a Kitchen category Insight Partner, this report will automatically be added to your account
This consumer insight report looks at the motivating factors behind the decision to purchase a new kitchen, investigating multi-family households, the ageing demographic, flexible working conditions, the space available, even the TV programmes we watch, to understand how these influence the way in which we use our kitchen space.
This research takes a step back and starts from before the actual purchase process in order to explore the way UK homeowners use their kitchens; how they cook, shop for groceries, socialise and relax. It investigates how family circumstances and household demographics, multi-functional space issues and emerging smart technologies can impact on how kitchens are planned and which products are purchased.
The results of this research have enabled us to produce 6 different kitchen consumer profiles, which will aid manufacturers and retailers of kitchen products in identifying their target market and creating a structured approach to product development and marketing communications.
The report gives a fascinating insight into people’s diverse requirements for their individual kitchens and highlight a number of opportunities for innovation and growth for kitchen product brands.
Spending is back on the agenda with homeowners showing a willingness to invest in a new kitchen because they are not prepared to wait any longer for a new one
Luxury goes mainstream as what were previously considered high-ticket appliances rise steeply in popularity
Kitchens are not as social as we would like with homeowners complaining that their new kitchens don’t provide enough space to entertain.
Lack of space continues to be the main issue with new kitchens and although there many be opportunities to add an extension or create an open plan space, making the best use of storage and work surfaces is more important for many new kitchens
Although the smart kitchen is a trend that has grown significantly over the past 3 years, many homeowners are still failing to understand how the technology will work in their own homes.
This bathroom industry report investigates the purchase of a new complete bathroom and the key influences on consumers as they progress through the purchase process, such as budget, family circumstances, brand awareness, research methods and advice sources. The report reveals how consumers choose their suppliers, how they plan and design their new bathroom and how they find a bathroom fitter.
The report has had the benefit of a 1285-strong respondent base which was accessed via a collaboration with the online bathroom inspiration platform Foam & Bubbles. The respondents, all UK consumer-homeowners, have all recently fitted a complete new bathroom, or are actively planning a complete new bathroom for installation in the near future, resulting in a highly-engaged survey audience.
“Direct access to people who are actively engaged in the purchase of a new bathroom has enabled Trend-Monitor to obtain high-level insights into the purchase process. The result is an invaluable resource for bathroom brands, bathroom retailers and industry professionals, providing a focus and structure for new product development and customer engagement programmes”. Jane Blakeborough, Research Director, Trend-Monitor Ltd
“This report will allow bathroom brands and other interested parties to have a deeper and more insightful knowledge of the bathroom purchase and replacement processes, outlining motivations and demographic patterns, with the result that we will have a deeper understanding of the way consumers refurbish their bathrooms today – and in the future”. Avinash Doshi, Founder and CEO, Foam & Bubbles
Brand awareness within the bathroom market remains low, clearly illustrated by the 90% of survey respondents who were unable to name any of the brands they had used or were planning to use in their new bathroom. Brand awareness does however increase slightly as the bathroom budget increases to the point where more research is done online, and more purchases are made via local bathroom showrooms instead of DIY and retail chains.
Research prior to purchase continues to move online over the past year with 45% more people researching via online bathroom inspiration websites, in particular for the higher-budget bathrooms. 46% more people are researching via e-commerce websites and these tend to be focused on the lower-budget bathrooms.
The design services offered by bathroom retailers and installers have a relatively low uptake with a third of homeowners choosing to plan their new bathroom themselves and a further 29% of new bathrooms keeping the same layout as before.
Interestingly 24% of those homeowners who plan their own bathroom choose to do so on paper, compared to only 10% who use an online design tool.
Water saving features have recently increased in importance within the bathroom purchase process. This is shown by people currently in the planning stage of their bathroom installation being twice as likely to consider water-saving features to be important when purchasing a bathroom product than those who have already installed their bathroom.
The influence of the bathroom fitter on the modern-day bathroom is evident throughout the whole bathroom installation process, however consumers sourcing a bathroom fitter for their new bathroom are still doing it the traditional way – by personal recommendation. Bathroom fitters are over twice as likely to be appointed based on a recommendation from a family member or friend than any other sourcing method.
Contents Key Findings
About the Survey Respondents
UK Bathroom Market Overview
Section One: Motivating Factors
Section Two: Research Prior Purchase
Section Three: Design and Planning
Section Four: Personalising the Bathroom
Section Five: Brand Awareness
Section Six: Water Saving in the Bathroom
Section Seven: Choice of Purchase Outlet
Section Eight: The Influence of the Bathroom Fitter
Section Nine: Bathroom Style
Section Ten: How we use our Bathrooms
Appendix one: Methodology
Foam & Bubbles brand partners have access to this report as part of their partnership agreement with Foam & Bubbles