Abstract
These reports give an in depth insight into the development of the European
Bathroom market in 2008. The product sectors covered within these reports
includes baths, shower trays, ceramic sanitary ware, taps and mixers, shower
wall products and hydrotherapy products:
- Trends (volume) 1997-2008 and forecasts to 2013
- Market value & average prices 2008
- Product segmentations
- Market shares
- Distribution
- Company/distributor profiles.
Market Developments
The bathroom markets of the studied countries have globally experienced growth
in the decade prior to 2008 due to sustained construction activity in most
countries and high replacement levels in some of the more developed economies.
East European markets have experienced higher growth rates than West European
markets. However 2008 marked the start of widespread decline resulting from
the global financial crisis.
The European bathroom market is characterised by a high level of competition
between the market players. Large multinational groups are very often directly
in competition with smaller local companies, positioned at the upper end of
the market. Imports from East European countries and from Asia have driven
down average prices in the past few years.
The key factors affecting the growth of the European bathroom products market
in the decade prior to 2008 were:
- a West European market led by replacement sales as well as a shift towards
more design products
- in East European countries, sales have been driven by the sustained
development of the economy, which led
- to higher construction output and growing purchasing power.
- the overall sustained construction activity in most countries.
Over the past decade, shower wall products and hydrotherapy products
experienced the most significant growth throughout Europe. In West Europe,
ceramic sanitary ware sales were mostly influenced by replacement sales. The
ageing population also positively affected sales of shower trays to the
detriment of baths sales, thanks to an easier accessibility.
The market across the whole of Europe suffered a strong decline in 2008 as the
full effects of the global financial crisis began to be felt and Europe headed
into a period of recession. The short term outlook is also somewhat bleak,
with market recovery dependent on the length and depth of the current
recession.
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