Category Archives: Reports

Bathroom Purchasing Trends, Consumer Insight Report 2018

Trend-Monitor-Bathroom-Purchasing-Trends-2018

Welcome to the 2018 TREND-MONITOR consumer insight report into bathroom purchasing trends.

For this purposes of this research, TREND-MONITOR was pleased to partner with The Bathroom Manufacturers’ Association, an independent forum for bathroom manufacturers trading in the UK.  This partnership gave the association’s 60+ members the opportunity to contribute to the research structure, resulting in a focused piece of industry research that is directly relevant to manufacturers and retailers in this diverse market sector.

Alongside this consumer insight research, a second study called ‘Behind the Bathroom Door’ featured a 7-day bathroom habits and routines diary, which assessed participants’ water usage within privacy of their own bathroom.

The insight gained from these two studies answers important questions in terms of consumer requirements for their bathroom, how bathroom products are being used in the home, attitudes to water efficiency, and how this in turn influences consumer purchase behaviour for new bathroom products.

“This insight into consumer behaviour provides valuable information for our members and the bathroom industry.

Finding ways to save water and energy has never been more important and the results of this survey can influence future product development to help achieve this aim.

The surveys also show that compliance is an issue that needs to be addressed. Consumers are interested in having more information about products and have indicated that knowing a product was energy efficient would positively influence their buying decision. 

This gives us all in the industry an opportunity to respond and promote products that display the Water Label.”

Yvonne Orgill, CEO, Bathroom Manufacturers Association

 

The research was undertaken via an online consumer survey with a nationally representative sample of UK householders who had purchased a complete new bathroom or cloakroom within the past two years.

The survey consisted of 42 multi-choice questions, plus qualifying and status questions and was conducted online during May 2018, targeting a response rate of 500+ respondents.

Trend-Monitor-Bathroom-Purchasing-Trends-Respondents

Key Findings

1. Additional Bathrooms & Cloakrooms

Households adding new additional bathrooms and cloakrooms (as opposed to replacing existing rooms) account for 10% of new bathroom/cloakroom installations. Half of these additional bathrooms/cloakrooms are being fitted for practical reasons such as mobility or disability issues, or to accommodate a large or extended family

2. Research Goes Off-Line

89% of householders undertake some kind of research prior to purchasing their new kitchen, with researching via a ‘bricks and mortar’ retail outlet being the most popular and useful research resource.

3.  Shopping Around

Householders no longer expect to be tied to one retailer for all of their bathroom products, indicated by the 54% of bathroom installations which were purchased from more than one retail outlet

4.  Space Availability

Products that make the best use of the available space are at the top of consumers wish-lists for their new bathroom, and ahead of other key purchase influencers such as quality and price.

5.  More Information Please

Sales of water efficient products are being hampered by lack of customer awareness. Up to 80% of bathroom consumers indicated that water efficiency was a key purchase influencer, however over 40% were not made aware of the amount of water individual products will use.

Contents

FOREWORD
SCOPE & METHODOLOGY
KEY FINDINGS
ABOUT THE SURVEY RESPONDENTS
THE UK BATHROOM MARKET DRIVERS
SECTION 1: MOTIVATING FACTORS
SECTION 2: BATHROOM BUDGET
SECTION 3: BATHROOM CHOICES
SECTION 4: RESEARCH PRIOR TO PURCHASE
SECTION 5: CHOICE OF RETAILER
SECTION 6: THE BATHROOM FITTER
SECTION 7: ADDITIONAL BATHROOM ITEMS
SECTION 8: PURCHASE DECISIONS FOR SHOWER CONTROLS
SECTION 9: PURCHASE DECISIONS FOR SHOWER TRAYS
SECTION 10: PURCHASE DECISIONS FOR SHOWER ENCLOSURES
SECTION 11: PURCHASE DECISIONS FOR BATHS
SECTION 12: PURCHASE DECISIONS FOR TAPS
SECTION 13: PURCHASE DECISIONS FOR TOILETS
SECTION 14: EXTERNAL INFLUENCES

List of Charts

Chart 1: Type of Bathroom Fitted
Chart 2: Reason for Replacing Existing Bathroom/Cloakroom
Chart 3: Location of Additional Bathroom/Cloakroom
Chart 4: Total Bathroom/Cloakroom Budget
Chart 5: Budget by Bathroom Type
Chart 6: Bathroom Style by Budget
Chart 7: Research Breakdown by Type
Chart 8: Most Useful Research Undertaken Prior to Purchase
Chart 9: Choice of Retailer
Chart 10: Influential Factors in Choice of Retailer
Chart 11: Choosing a Bathroom/Cloakroom Fitter
Chart 12: Additional Items Purchased for the Bathroom
Chart 13: Choice of Shower Control
Chart 14: Influential Factors in Choice of Shower Control
Chart 15: Awareness Factors when choosing Shower Control
Chart 16: Choice of Shower Tray
Chart 17: Influential Factors in Choice of Shower Tray
Chart 18: Awareness Factors when Choosing a Shower Tray
Chart 19: Choice of Shower Enclosure
Chart 20: Influential Factors in Choice of Shower Enclosure
Chart 21: Awareness Factors when Choosing a Shower Enclosure
Chart 22: Choice of Bath
Chart 23: Influential Factors in Choice of Bath
Chart 24: Awareness Factors when Choosing a Bath
Chart 25: Influential Factors in Choice of Taps
Chart 27: Awareness Factors when choosing a Toilet
Chart 28: Main Influence on Choice of Products
Chart 30: Awareness of Damage Caused by Abrasive Cleaners
Chart 31: Source of Information Regarding Abrasive Cleaners

Trend-Monitor Bathroom category Insight Partners,
please sign into your account to download this report.


Members of the Bathroom Manufacturers Association,
please see email from the BMA containing details on how to download this report 

Behind the Bathroom Door – A Study of Bathroom Habits and Behaviours, 2018

Trend-Monitor-behind-the-bathroom-door-report-2018

‘Behind the Bathroom Door’ is the result of a 7-day diary study which followed 50 UK householders as they went about their daily bathroom activities, and offers a real understanding into bathroom behaviours and product usage. 

As an industry, how much do we really know about what goes on behind the bathroom door?  

Consumers show a concern for environmental issues and yet we are using more water in our bathrooms than ever before.  Could it be that in the privacy of our own bathroom, we are unaware of the amount of water we really use?  

Our 7-day confidential diary study, which was undertaken in partnership with the Bathroom Manufacturers Association, followed 50 householders as they undertook various bathroom tasks and reported back on a daily basis.  The huge amount of data gathered throughout the study throws a light on our private bathroom routines and behaviours, and highlights the amount of water that could potentially be saved through greater awareness and less wasteful bathroom habits.

The research also gives a true insight into the real needs and requirements for our bathroom spaces, and the strong desire we all have to create a functional, clean, relaxing environment behind the bathroom door.

Alongside this bathroom behavioural study, a second study into Bathroom Purchasing Trends was run online.  This study surveyed 500+ UK householders who had recently purchased a new bathroom to assess consumer purchase behaviour for a complete new bathroom installation.

The insight gained from these two studies answers important questions in terms of consumer requirements for their bathroom, how bathroom products are being used in the home, attitudes to water efficiency, and how this in turn influences consumer purchase behaviour for new bathroom products.

“This insight into consumer behaviour provides valuable information for our members and the bathroom industry.

Finding ways to save water and energy has never been more important and the results of this survey can influence future product development to help achieve this aim.

The surveys also show that compliance is an issue that needs to be addressed. Consumers are interested in having more information about products and have indicated that knowing a product was energy efficient would positively influence their buying decision. 

This gives us all in the industry an opportunity to respond and promote products that display the Water Label.”

Yvonne Orgill, CEO, Bathroom Manufacturers Association

‘Behind the Bathroom Door’ was a behavioural study and followed the format of an online interactive diary with two-way, real-time communication between the researchers and the participants.  This enabled daily tasks to be set, further details requested, images and videos uploaded, different workday and rest day behaviours to be captured, and much more.

Trend-Monitor-Bathroom-Behaviours-Diary-Respondents

Trend-Monitor-Bathroom-Behaviours-Study-Households-infographic

Key Findings

1. Creatures of Habit

Our bathroom behaviours are governed by strong routines and, despite a wide range of different preferences and habits demonstrated throughout the study,  individuals tended to stick to morning and evening routines with only slight differences between working and non-working days. 

2. Small But Perfectly Formed

Bathrooms in the UK may be small but that doesn’t mean they can’t be practical and also beautiful. There is a call for manufacturers to provide high quality bathrooms with solutions for small spaces, and in particular storage solutions.  Also better planning by housebuilders who are not incorporating any kind of bathroom storage solutions into new-builds.

3.  Saving Money Not Water

Concern for mounting household bills rather than the environment is the key driver for reducing the amount of water used.  Cleanliness, comfort and relaxation over-ride the desire to save water as shown by the number of householders who for example take regular deep baths and allow the shower to run for up to 5 mins to heat up.

4. Easy to Clean

Words like ‘cleanliness’, ‘clean’, ‘hygienic’ were repeatedly used throughout the diary study and it is very clear that cleanliness in the bathroom area is of paramount importance to householders.  Products are judged based on how easy they were to clean, rather than design or product quality.

5. Functionality

Toilets that flush properly, powerful showers, clever storage solutions – all things that make life easier – are at the top of the wish-list for the modern bathroom.  Although technology has a similar potential, it is currently viewed with the suspicion that it is gimmicky and will be complicated to use.

Contents

Foreword
Introduction Key Findings 
About the Participants 
Showering 
Taking a Bath 
Using the Toilet 
Washbasin Activities 
Other Bathroom Activities 
Storage 
Functionality 
Cleaning the Bathroom 
Attitudes to Water Saving 
In Conversation with the CEO 
The Ideal Bathroom 

 

Trend-Monitor Bathroom category Insight Partners,
please sign into your account to download this report.


Members of the Bathroom Manufacturers Association,
please see email from the BMA containing details on how to download this report 

Kitchen Purchasing Trends, Consumer Insight Report 2018

Trend-Monitor-Kitchen-Purchasing-Trends-2018

Welcome to the 2018 TREND-MONITOR consumer insight report into kitchen purchasing trends.

If you are a Kitchen category Insight Partner, this report will automatically be added to your account

Kitchen category Insight Partners only

As the kitchen continues to move from a utilitarian area to the entertainment and leisure hub of the home, the decisions driving a new kitchen installation become more complicated as the kitchen space is forced to accommodate an often diverse range of activities.

Cooking is now a lifestyle statement, fuelled by TV cookery programs, the restaurant trade and overseas travel, creating the need for even more kitchen space, when in fact the kitchens in our new-build homes now are 13% smaller than they were in the 1960’s.

With the explosion of the internet as a research tool and the growth of online influencers, the balance of power has moved from the retail outlets and into the hands of the consumer who, armed with their tablet or smartphone, has access to any number of design ideas, brands, products and retail outlets.

This report unravels how these new savvy consumers negotiate the purchase of a complete new kitchen. Starting by investigating the motivations behind the decision to replace an existing kitchen, moving onto research undertaken prior to purchase and the effectiveness of this research, the planning methods used, plus the anticipated and actual kitchen budget. We look at how the retail outlet is chosen, highlighting the barriers and influences to sales throughout the consumer journey, and finishing by understanding how the whole process could be improved.

The data for this research was collected via an online survey which was live during August 2018.  The survey was completed by a nationally representative sample of 503 UK householders who had installed a complete new kitchen within the past two years.

Key Findings

 1. Aesthetics versus Practicalities
The decision to replace an existing kitchen is driven more by aesthetics than practicalities, with 60% of new kitchen installations being undertaken because the current kitchen is ‘outdated’.

Charts from Trend-Monitor Interactive

2. Seeking Design Inspiration
89% of householders undertake some kind of research prior to purchasing their new kitchen, with ‘design inspiration’ being their primary research intent.

 

Charts from Trend-Monitor Interactive

3. Planning It Themselves
1 in 4 new kitchen installations are planned by the householder  themselves rather than using an external planning service. This includes 5% of new kitchens which keep the same layout as before.

Charts from Trend-Monitor Interactive

4. Over Budget
One third of householders go over the budget they originally set for themselves, with over a quarter of householders finding ‘keeping within a budget’ the most difficult aspect of installing a new kitchen.

 

Charts from Trend-Monitor Interactive

5. Shopping Around
Householders are shopping around when buying their kitchens, with less than half of householders buying everything from the same retail outlet

Charts from Trend-Monitor Interactive

Contents

Methodology
Key Findings
Survey Respondents
UK Kitchen Market
Section One – Motivating Factors
Section Two – Research Prior to Purchase
Section Three – Planning and Design
Section Four – Kitchen Budget
Section Five – Kitchen  Units
Section Six – Choice of Retail Outlet – Units
Section Seven – Kitchen Worktop
Section Eight – Kitchen Appliances
Section Nine – Kitchen Lighting
Section Ten – Kitchen Installation

List of Charts

Chart 1 – Purchase Triggers
Chart 2 – Previous Kitchen Dislikes
Chart 3 – Kitchen Replacement Cycle
Chart 4 – Undertaking Research
Chart 5 – Initial Intent when Researching
Chart 6 – All Research Resources Used
Chart 7 – Most Useful Research
Chart 8 – Using a Planning Service
Chart 9 – Kitchen Budget
Chart 10 – Anticipated Budget
Chart 11 – Choice of Retail Outlet – Units
Chart 12 – Reason for Choice of Units Retailer
Chart 13 – Choice of Retail Outlet – Worktops
Chart 14 – Kitchen Appliances Included
Chart 15 – Choice of Retail Outlet – Appliances
Chart 16 – Reasons for Choice of Appliance Retailer
Chart 17 – Choosing a Kitchen Fitter
Chart 18 – Difficult Aspects of Kitchen Installation

If you are a Kitchen category Insight Partner, this report will automatically be added to your account

UK Integrated Major Domestic Appliances Market 2017

This market report is an abridged version of the JKMR UK Major Domestic Appliance report and contains top line data relating to sales of integrated Major Domestic Appliances (MDAs) in the UK, as well as the overall fitted kitchen product market.

Download Full Report Now

Kitchen category Insight Partners only

Five Key Findings from the Report :-

  1. Kitchen installations reached a new high point as consumers continued to seek out products that up-graded on their existing kitchen. JKMR calculates the total UK fitted kitchen products market was worth £6.45 Billion in 2016, up 6.6% on 2015.
  2. MDA product value is expected to rise 7%, despite only a 2% rise in new kitchen installations. This increase is driven by more sales of higher priced products and an on-going shift in the mass market towards integrated cooking as a standard choice.
  3. Integrated MDA’s are out-performing fitted unit growth and current provisional 2017 figures show integrated MDA volumes up 4.4%, compared to an expected 2.35% rise in new kitchen installations.
  4. Overall value growth was driven mainly by volume growth and not increased spend levels. This was due to the ever-greater proportion of UK kitchens retailed via outlets where price is a key factor and volume leverage allows appliances to be effectively ‘discounted’.
  5. Ovens and Hobs have, however, seen an on-going improvement in price, with a value increase of 36% compared with a lower volume increase of 24%, making integrated cooking the best performing sector over the last five years.

The report covers

  • Market Size and Projections
  • Retailer Performance
  • Sales by volume and value
  • Purchasing Trends
  • The Kitchen Consumer

If you are a Kitchen Category Insight Partner, this report will automatically be added to your account

 

About JKMR

JKMR was established by Jayne Barber in 1998 as the UK’s only business-to-business research company specialising in the fitted kitchen product industries, providing a range of multi-client reports and consultancy services to meet the day-to-day needs of those supplying the market.  JKMR clients include major names in all sectors of the UK and European fitted kitchen markets, as well as global names in the financial investment and business analysis.

JKMR is a Corporate Member of the KBSA and lead supplier of market figures to the Association.  JKMR data is regularly cited in the KBB trade press, and Jayne also provides articles for the wider broadcast and published consumer interiors media.

Jayne has three decades of experience researching the kitchen market.  Prior to establishing JKMR Jayne was Senior Research Analyst for the Kitchen Information Service, and has worked both for KBBReview and Emap, publishers of the Kitchens Magazine.  Jayne ‘cut her teeth’ on kitchen matters back in the late 1980s as Staff Writer for the Kitchen, Bathroom & Bedroom Industries Yearbook & Directory.

Contact: jkbarber1965@live.co.uk

Fitted Kitchen Market UK Overview 2018 Edition

Trend-Monitor fitted kitchen market report

This report by specialist research company JKMR covers a range of key figures for the total UK fitted kitchen products market, with a particular focus on fitted kitchen furniture sold to permanent domestic residences

The information in the report is compiled from data and research carried out by JKMR and is an abridged version of the JKMR “Fitted Kitchen Overview Report 2018.

The 2018 edition of this report will be published in November 2018

If you are a Kitchen Category Insight Partner, this report will automatically be added to your account

About JKMR

JKMR was established by Jayne Barber in 1998 as the UK’s only business-to-business research company specialising in the fitted kitchen product industries, providing a range of multi-client reports and consultancy services to meet the day-to-day needs of those supplying the market.  JKMR clients include major names in all sectors of the UK and European fitted kitchen markets, as well as global names in the financial investment and business analysis.

JKMR is a Corporate Member of the KBSA and lead supplier of market figures to the Association.  JKMR data is regularly cited in the KBB trade press, and Jayne also provides articles for the wider broadcast and published consumer interiors media.

Jayne has three decades of experience researching the kitchen market.  Prior to establishing JKMR Jayne was Senior Research Analyst for the Kitchen Information Service, and has worked both for KBBReview and Emap, publishers of the Kitchens Magazine.  Jayne ‘cut her teeth’ on kitchen matters back in the late 1980s as Staff Writer for the Kitchen, Bathroom & Bedroom Industries Yearbook & Directory.

Kitchen Worktop Performance Report, Consumer Insight 2018

Trend-monitor-kitchen-worktop-performance-consumer-insight-report

This report investigates consumer expectations for kitchen worktops in terms of performance levels and the attributes influencing the purchase of their next kitchen worktop.

Kitchen category Insight Partners only

The growing importance of worktops in kitchen design has resulted in new materials, colours and textures coming into the market and consumers are now faced with an increasing array of worktop products to choose from.

Consumer expectations in terms of how a kitchen worktop should perform in today’s multi-functional kitchen are complex and often tied into daily habits and household circumstances rather than product knowledge or the price tag.

For this purposes of this research, TREND-MONITOR was pleased to partner with WILSONART a leading manufacturer of laminate, quartz and solid surface worktops.

This partnership has resulted in a focused piece of industry research that is directly relevant to manufacturers and retailers in this fast growing market sector and answers some important questions in terms of consumer purchase decisions, product usage and the performance versus price ratio.

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 research collected and analysed data in order to understand four key aspects of kitchen worktops:-

• The type of worktops currently in kitchens and utility rooms
• Worktop purchase influences
• Worktop performance levels in-situ
• Attributes which influence future worktop purchases

Key Findings

  1. The popularity of laminate worktops is highlighted in this research with half of the householders surveyed having a laminate worktop in their kitchen.
  2. Over half of homeowners surveyed hadn’t  changed their worktop since moving into their current home. Laminate worktops are kept for the longest, a third are over 10 years old.
  3. 40% of homes have a separate utility room, although 14% of these utility rooms don’t accommodate a worktop.
  4. Aesthetics (colour and finish) and heat  resistance are the key purchase influences for kitchen worktops.
  5. Worktop practicality is more important than price when choosing a new worktop, with 3/4 of householders prepared to pay more for greater worktop practicality.

Methodolody

The research was undertaken via an online consumer survey with a representative sample of UK householders.

The survey was conducted online during April 2018 and targeted a response rate of 1000+ respondents.

The survey consisted of 34 multi-choice questions, plus qualifying and status questions

For the purposes of the research, the different worktop types are categorised as follows:-
– Laminate
– Compact Laminate e.g. Zenith
– Solid Wood
– Solid Surface e.g. Corian
– Quartz e.g. Silestone
– Granite
– Porcelain e.g. Neolith*

If you are a Kitchen category Insight Partner, this report will automatically be added to your account

Luxury Kitchen UK Market 2017

Trend-Monitor-Luxury-Kitchen-Market-Report-2017

This report by specialist kitchen market consultancy JKMR covers a range of key figures for luxury fitted kitchen products in the UK, including fitted units, integrated major domestic appliances, worktops, sinks, taps and associated fittings.

Download Full Report Now

Kitchen category Insight Partners only

Five Key Findings from the Report :-

  1. In the short term the UK luxury kitchen market is expected to continue to grow both in terms of sales levels and market share. Wealthy households remain even in times of economic downturn, and there is no evidence to suggest such households want to move away from fitted kitchens.
  2. New build sales will continue to have a role in sector growth in the medium term, with rising numbers of top end family housing constructed in smaller-scale developments.
  3. Sales continued to be driven by the kitchen as a ‘showcase’ room, and rising property prices leading householders to invest in major renovation, in order to create their ‘dream’ home.
  4. The luxury sector currently accounts for more than 32% of total kitchen market spend. However it is not expected to exceed a 34% level in the foreseeable future.
  5. A ‘stratospheric’ sub-sector of the luxury kitchen market has developed, where the budget is in excess of £75k. In this market, once clients make up their mind to spend serious money on their kitchen, then cost does become literally ‘no object’.

For the purposes of this report, the luxury kitchen sector is defined as client spend on fitted units at RSP (ex VAT) of at least £12,000, with a total core kitchen product budget of at least £28,000 (ex VAT).   Once VAT, ancillary products and any free-standing major domestic appliances, tiling, heating, flooring, fitting & decorating costs, plus spend on additional utility or second kitchen area, are factored in, a total budget starting point would typically be in the region of £40,000.

The report covers

  • Signature features of the Luxury Kitchen Market
  • Sector analysis by volume and value
  • Sales Trends
  • Trends in market share
  • Qualitative review of sector developments

If you are a Kitchen Category Insight Partner, this report will automatically be added to your account

 

About JKMR

JKMR was established by Jayne Barber in 1998 as the UK’s only business-to-business research company specialising in the fitted kitchen product industries, providing a range of multi-client reports and consultancy services to meet the day-to-day needs of those supplying the market.  JKMR clients include major names in all sectors of the UK and European fitted kitchen markets, as well as global names in the financial investment and business analysis.

JKMR is a Corporate Member of the KBSA and lead supplier of market figures to the Association.  JKMR data is regularly cited in the KBB trade press, and Jayne also provides articles for the wider broadcast and published consumer interiors media.

Jayne has three decades of experience researching the kitchen market.  Prior to establishing JKMR Jayne was Senior Research Analyst for the Kitchen Information Service, and has worked both for KBBReview and Emap, publishers of the Kitchens Magazine.  Jayne ‘cut her teeth’ on kitchen matters back in the late 1980s as Staff Writer for the Kitchen, Bathroom & Bedroom Industries Yearbook & Directory.

Contact: jkbarber1965@live.co.uk

Bathroom Brand Tracker Report 2018

Trend-Monitor-Bathroom-Brand-Tracker

Our bathroom brand tracker monitors awareness, perception, position and associations of a number of different bathroom brands.

Long purchase cycles and disparate routes to market for bathroom products has historically meant low awareness and loyalty for many bathroom brands.  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

 

This report will be published in January 2019

If you are a Bathroom category Interactive Insight Partner, this report will automatically be added to your account

 

Global Megatrends and their influence on the KBB Market 2018

Trend-Monitor-Global-Megatrends-Report-2018

This report highlights a number of key global megatrends and assesses the impact these global phenomenons will have on the KBB market in the future.

This analysis of the bigger social, demographic, economic, environmental trends explains how these mega-trends interact with each other and influence today’s consumer in terms of how they live their lives and consequently the type of products they will buy for their homes

For each global megatrend, there are a number of associated macrotrends which are felt at a local level and the challenge for today’s business leaders is to analyse these major global shifts, to look at the different opportunities they represent and move their organisations to respond accordingly, at the same time as being resilient to a constantly fluctuating global landscape.

 

This cross-category report will be published in November 2018

If you are one of our Insight Partners, this report will automatically be added to your account

 

Retail Trends and their influence on the KBB Market 2018

Trend-Monitor-Retail-Trends-2018

Our round up of retail trends sheds light on where retailing is going in the future and how this will influence KBB retailers. 

We focus on how the different trends interact with each other and they will determine the way in which consumers will want to buy their kitchens, bathrooms and surfaces in the future.

 

This cross-category report will be published in October 2018

If you are one of our Insight Partners, this report will automatically be added to your account