This report identifies consumer needs and expectations with regards to the performance levels of worktop, assesses worktop usage within the kitchen, and evaluates the price versus performance ratio for worktops
The study is the result of an online survey carried out with 1000 UK homeowners
This research has been undertaken in partnership with Wilsonart, the UK’s largest manufacturer of laminate worktops.
Available to download from June 2018
If you are a Surface category Insight Partner, this report will automatically be added to your account
The long purchase cycles and disparate routes to market for kitchen, bathroom and surface products has historically meant low brand awareness for these categories. However, this is changing with the rise of influencer platforms using social media to promote home improvement brands directly to the consumer.
Our brand tracker is a valuable tool to understand how consumer awareness and brand perceptions are changing over a period of time and in comparison to competitor brands
If you are a Kitchen Category Insight Partner, your brand will be included in the tracker and this report will automatically be added to your account
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
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.
Consumers are changing, dismissing the old-style retailer values and demanding a new relationship with brands which goes beyond the traditional supply and demand model.
Rapid advancements in technology and connectivity mean that today’s consumers can get what they want, when they want, where they want it. In turn, the consumers new-found control offers important opportunities for businesses. Technological developments have broken down many barriers, giving brands the opportunity to get closer to their customers and gain an improved understanding of their behaviours.
Trends never occur in isolation and this report joins the dots between the individual consumer trends and brings to you the ‘Empowered Consumer’; a new confident shopper who has increasingly sophisticated expectations.
We examine 5 key trends that make up the Empowered Consumer, assessing why each trend matters to brands and how they can benefit from it.
#1 Peer to Peer Influences
#2 Chameleon Consumers
#3 The Bargain Hunting Game
#4 Consumer and Co-creator
#5 Getting Personal
This market research study investigates how UK consumers approach the decision to purchase a complete new bathroom and the influences and barriers to sales.
Based on responses from 200 UK homeowners who had recently purchased a complete new bathroom, the study explores the following:-
where consumers do their research,
the way they plan and design the space available,
how they choose the individual bathroom products,
why they decide to purchase from a particular outlet
investigations into budget spend and brand awareness
“As brand awareness is low for bathroom products, consumers take extra time to search for information and evaluate the alternatives, comparing different features and benefits of bathroom products before making a decision to purchase. Understanding this stage is essential for any successful marketing strategy”
– Jane Blakeborough, Research Director
The report was written by J M Blake Associates which is now part of TREND-MONITOR
The influence of the internet is important during the research stage with over half of the respondents starting their online research using a search engine such as google. Other online resources such as retailer and manufacturer websites are also high on the list of useful sources of research information. This influence diminishes, however, as the consumers move through the decision-making process and ultimately only 8% of the respondents eventually purchased from an online-only retailer.
There is a lack of interest in the design aspect of a bathroom refit and although 35% of respondents used a professional design/planning service, almost as many respondents (31%) preferred to plan their bathroom themselves. A further 20% of respondents kept the same layout as before.
The influence of friends, family and colleagues is evident, with consumers seeking advice and recommendations from their peer groups prior to purchase.
The dominance of the DIY outlets is obvious with 64% of respondents visiting a DIY outlet for research purposes and naming them as the most useful source of research information. 33% of respondents then went on to purchase the majority of their bathroom products from a DIY outlet.
The influence of plumbers and installers is consistent throughout the decision-making process, although not necessarily as a primary influence.
The independent and multiple plumbers merchants appear to have the least influence on consumers purchase behaviour, possibly reflecting the trade-bias of their business.
The bath tends to be the first product a consumer will chose when refitting their bathroom. Although the shower is used far more frequently than the bath, the space a bath requires and the dominance it has in the room makes it the most important item for many consumers.
Bathroom products tend to be chosen to match a house style and, when considering which bathroom product to purchase, our respondents primary influence is the style of their house above all other purchase influences.
Consumers prefer to buy all their bathroom products in one place and ability to do this has the greatest influence on their choice of purchase outlet.
In this report we look beyond the latest design fads and colour trends to understand how things like shifts in social behaviour, demographic changes, technological developments and much more will impact on the way our homes are used now and in the future.
We have identified 5 key trends which will impact on the UK home improvement industry in 2016 and beyond. From hybrid-living to designing out waste, these trends focus on how brands can future-proof their product ranges to ensure that they meet the demands of their target market; the UK homeowner.