Table of Contents
- Issues in the Market
- Key themes
- Definition
- Abbreviations
- Market in Brief
- A resilient market in tougher times
- Within the market
- A fragmented marketplace
- What consumers want
- Figure 1: Summary of target groups and key desired features and
services, May 2009
- Future prospects sound
- Internal Market Environment
- Key points
- How many buyers are there?
- Figure 2: Purchase of kitchen furniture (including fitted kitchens),
2004-08
- Expanding outwards and upwards
- Figure 3: Ownership and purchasing of home extensions, 2004-08
- The home is the hub
- Figure 4: Agreement with attitudinal statements relating to the home,
2004, 2006 and 2008
- Men' s motivations are a little different
- Open to new ideas
- Figure 5: Agreement with attitudinal statements relating to home
improvements, by gender, 2008
- Don' t get me involved
- Figure 6: Agreement with attitudinal statement relating to DIY, 2004,
2006 and 2008
- Competition at lower end
- Kitchens and the environment
- Broader Market Environment
- Key points
- From crunch to recession
- Figure 7: Trends in GDP, PDI and consumer expenditure, 2004-14
- How consumers are responding
- The impact of the housing market
- Figure 8: Trends in the housing market, 2004-14
- Availability and funds
- Figure 9: Trends in housing equity withdrawal -- quarterly data, 2004-Q1
2009
- Needs and wants
- Figure 10: UK households, by size, 2004-14
- Lifestages and children
- Figure 11: Age structure of the UK population, 2004-14
- Income differentials
- Figure 12: UK population, by socio-economic group, 2004-14
- Competitive Context
- Key points
- Sorting the priorities
- Figure 13: Expenditure priorities, 2007-09
- More opportunities from the internet
- Figure 14: Products for the home purchased using the internet for
browsing or buying, February 2009
- Researching
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- A pause in growth
- Figure 15: UK consumer market for kitchens*, 2004-14
- The impact of the economy
- The future
- Segment Performance
- Key points
- Price positioning
- Figure 16: Selected examples of current retail product prices, June 2009
- An overview of segment performance
- Figure 17: UK consumer market for kitchens, by type, 2004, 2006 and 2008
- Fitted versus freestanding
- Visibility and pricing
- General cabinet trends
- Updating
- Clear vision
- Worktops
- Taps go high-tech
- Installation
- Market Share
- Key points
- A fragmented and diverse market
- Figure 18: Estimated shares of the UK consumer market for kitchens,
2004-08
- Complexity of supply and definition
- Companies and Products
- Magnet
- Howden Joinery
- B&Q
- MFI
- MFI and the German connection
- Moben/Kitchens Direct
- Homebase
- Wickes (Travis Perkins)
- Other companies
- Omega
- Symphony
- IKEA
- Smallbone
- Fired Earth
- Jewson
- John Lewis
- Buildbase
- Figure 19: Selected other kitchen furniture manufacturers*, 2009
- The replacement option
- Other specialists
- Brand Communication and Promotion
- Key points
- Some apparent retrenchment
- Figure 29: Main monitored media adspend on kitchen furniture, 2005-08
- Print for flexibility
- The direct route
- The most prominent names
- Figure 30: Main monitored media adspend on kitchen furniture, by major
spenders, 2005-08
- The straightforward approach
- Magnet tries something different
- Channels to Market
- Key points
- The details
- Figure 31: UK consumer market for kitchens, by type of outlet, 2004,
2006 and 2008
- Figure 32: Multiple retailers, number of outlets in UK and RoI, June 2009
- Independent specialists gaining an edge but...
- ... mixed fortunes for the kitchens and furniture multiples
- DIY multiples
- Direct sales
- Department stores
- Consumer perceptions
- The role of price
- How consumers use suppliers
- Choosing a New Kitchen
- Key points
- Current ownership
- Figure 33: Type of kitchens owned, May 2009
- The adaptability of multi-purpose spaces
- Three priority areas for a new kitchen
- Figure 34: Features or services important when choosing a new kitchen,
May 2009
- Other key issues
- Targeting more closely
- Figure 35: Key demographic differences in features or services important
when choosing a new kitchen, May 2009
- Does the existing kitchen influence priorities?
- Figure 36: Features or services important, by type of kitchen owned, May
2009
- Appendix -- Internal Market Environment
- Figure 41: Purchase of kitchen furniture (including fitted kitchens), by
demographics, 2008
- Figure 42: Ownership and purchasing of loft conversions and
conservatories/sun lounges, by demographics, 2008
- Figure 43: Ownership and purchasing of expanded/new kitchen, by
demographics, 2008
- Figure 44: Ownership and purchasing of other home extensions, by
demographics, 2008
- Figure 45: Agreement with attitudinal statements relating to the home,
by demographics, 2008
- Figure 46: Agreement with attitudinal statements relating to home
improvements, 2004, 2006 and 2008
- Figure 47: Agreement with attitudinal statements relating to DIY and
home improvements, by demographics, 2008
- Appendix -- Segment Performance
- Figure 48: UK customer market for kitchens*, 2004-09
- Appendix -- Choosing a New Kitchen
- Figure 49: Type of kitchen owned, by demographics, May 2009
- Figure 50: Services important when choosing a new kitchen, by
demographics, May 2009
- Figure 51: Kitchen features important when choosing a new kitchen, by
demographics, May 2009
- Figure 52: Product features important when choosing a new kitchen, by
demographics, May 2009
- Figure 53: Type of kitchen owned, by services important when choosing a
new kitchen, May 2009
- Figure 54: Type of kitchen owned, by features important when choosing a
new kitchen, May 2009
- Figure 55: Type of kitchen owned, by product features important when
choosing a new kitchen, May 2009
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