Kitchens and Kitchen Furniture - UK -
September 2013
People
expect a lot from their kitchens. They want the kitchen to be an organised
space that can accommodate a lot of possessions, and be a place to eat and
entertain. A kitchen must combine practicality, style and a sense of status.
But modern homes are getting smaller and a lot of people are combining kitchens
into open-plan living. So kitchen designs are highly visible and need to blend
into dining and living spaces.
To
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TABLE
OF CONTENT
Introduction
Definitions
Abbreviations
Executive
Summary
The
market
Figure
1: Consumer spending on kitchens and kitchen furniture, 2008-18
Market
factors
Companies
and distribution
Figure
2: Distribution of Kitchen furniture by major channel, 2012
The
consumer
Figure
3: Arrangement of kitchen appliances, July 2013
Figure
4: Arrangement of eating areas and kitchens, July 2013
Figure
5: Refitting kitchens, last three years, July 2013
Figure
6: Who refitted the kitchen in the last three years, July 2013
Figure
7: Spend on kitchen refits, by price band, in the last three years, July 2013
Figure
8: Retailers where last kitchen was bought, July 2013
Figure
9: Factors influencing choice of kitchen retailer, July 2013
Figure
10: Features of kitchens people would be prepared to pay more for, July 2013
What
we think
Issues
in the Market
What
are people prepared to pay a little extra for when they refit their kitchens?
Will
anything happen in the UK economy to stimulate demand?
Is
open-plan living changing the way people view their kitchens?
What
proportion of kitchen refits are DIY?
What
are the key factors shaping choice of retailer?
Trend
Application
Trend:
Minimise Me
Trend:
Influentials
Mintel
Futures: Brand Intervention
Internal
Market Environment
Key
points
Average
age of fitted kitchens
Figure
11: average age of kitchens and bathrooms, by household tenure, 2007
Creating
more space
Spending
more time at home
Broader
Market Environment
Key
points
House
moves by tenure
Figure
12: recent house moves, England, by household tenure, 2000-12
Housing
sales in the UK
Figure
13: Housing transactions, UK, 2008-2012
Figure
14: Housing transactions, UK, January-June 2013
Internet
first choice for information
Figure
15: Personal ownership of mobile phones, September 2012, January 2013 and April
2013
Ownership
of personal/tablet computers:
Figure
16: Household ownership of tablets and computers, September 2012, January 2013
and April 2013
Demographic
changes
Competitive
Context
Key
points
Consumer
spending on household products
Figure
17: Comparison of consumer spend on bathroom fittings and accessories did you
want to change this to kitchen and kitchen furniture? with other household
markets, 2008-12 (est)
Strengths
and Weaknesses in the Market
Strengths
Weaknesses
Market
Size and Forecast
Key
points
What
consumers spend on kitchens
Figure
18: Consumer spending on kitchens and kitchen furniture, at current and
constant 2013 prices, 2008-18
Figure
19: Consumer spending on kitchens and kitchen furniture, at current prices,
2008-13
Forecast
Figure
20: Consumer spending on kitchens and kitchen furniture, at current prices,
2008-18
Who’s
Innovating?
Key
points
Multi-media
experience from IKEA
B&Q
launches Homefit, for jobs you ‘can’t or shouldn’t do’.
Pop-up
storage for the kitchen
Figure
21: S-Box Chef Centre, 2013
Low-cost
product prevents damage from seeping liquids
Companies
and Products
Key
points
Kitchen
retailers
Figure
22: Multiple retailers, number of UK outlets, July 2013
Nobia
Group (Magnet, Gower, and Poggenpohl)
Background
Product
range
Marketing
and Innovation
Howden
Joinery
Background
Product
range
Innovation
and marketing
Kingfisher
(B&Q and Screwfix)
Background
Product
range
Innovation
and marketing
Homebase
Background
Product
range
Innovation
and marketing
Web
developments
Travis
Perkins (Wickes and Benchmarx)
Background
Product
range – Wickes
Product
range – Travis Perkins
Innovation
and marketing
IKEA
Background
Product
range
Innovation
and marketing
Other
companies
Wren
Kitchens and Bedrooms
Argos
Omega
Symphony
Canburg
(Smallbone of Devizes, Mark Wilkinson Furniture and Brookmans)
Fired
Earth
In-toto
Kitchens
Betta
Living
Alno
Kitchens
John
Lewis
Jewson
Buildbase
Mereway
Kitchens
Next
Tesco
Other
suppliers of fitted kitchens
Other
companies
Channels
of Distribution
Key
points
Distribution
of kitchens
Figure
23: Distribution of kitchen furniture by major channel, 2012
Figure
24: Distribution of kitchen furniture by major channel, 2008-12
Tough-going
for retailers
Strong
growth for Howden
Online
retailing (all furniture)
Figure
25: Retailers used for furniture purchases in the last three years, in-store
and online, June 2013
Brand
Communication and Promotion
Key
points
Almost
£40 million spent advertising kitchens in 2012
Figure
26: Advertising spend on kitchen furniture, 2009-12
Who
are the largest advertisers?
Figure
27: Advertising spend on kitchen furniture, by company, 2012
Comparing
2011 with 2012
Figure
28: Advertising spend on kitchen furniture, top spenders, 2011 and 2012
Advertising
in 2013
Figure
29: Advertising spend on kitchen furniture, Jan-June 2012 and 2013
Advertising
by media
Figure
30: Advertising spend on kitchen furniture, by media type, 2012
Advertising
specifics
Magnet
features quality
Wickes
raises awareness of delivery and design
Wren
promises savings
IKEA
features lifestyle
InSinkErator
raises its profile
For
More Information Housewares Market Research Reports @:
The
Consumer – Types of Kitchen in Their Homes
Key
points
Kitchens
at home
Are
appliances free-standing or built-in?
Figure
31: Arrangement of kitchen appliances, July 2013
Dining
in the kitchen
Figure
32: Arrangement of eating areas and kitchens, July 2013
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