Executive Summary

The UK market for baths and sanitaryware grew by 4.6% in 2000, to an estimated £362m at manufacturers selling prices (msp). The market accounts for 39.9% of total bathroom equipment and accessories sales, which were worth £908m at msp in 2000.

The market is broadly segmented into baths - including 'luxury baths' such as whirlpools and spas - and sanitaryware, which includes toilets, urinals, cisterns, pedestals, basins and bidets. Products can also be segmented by type of material, such as vitreous china, plastics and metals.

The domestic market accounts for an estimated 81% of sales of baths and sanitaryware, while the contract market accounts for the remaining 19%. The domestic replacement sector is extremely strong, accounting for 63% of total domestic sales, and is heavily driven by trends in consumer spending.

The last few years have witnessed a number of acquisitions and mergers within the UK market, and an increasing degree of US ownership. At the same time, imports' share of the market has increased. Most notable among the company takeovers were the purchase of the two market leaders Armitage Shanks Group Ltd by American Standard Plumbing (UK) Ltd (and the subsequent merger of Armitage with Ideal Standard) in 1999, and Caradon Bathrooms by Sanitec Oyj Abp of Finland, in January 2001. The major UK manufacturing companies are now directly owned by overseas groups.

Imports are set to increase, especially given the mandatory introduction of the new Water Regulations on 1st January 2001. These will bring the UK in line with other European markets, by permitting the use of a flushing valve and reducing toilet cistern capacity to 6 litres.

Key Note predicts that the baths and sanitaryware market will continue to grow at a healthy pace. The replacement sector is forecast to remain strong, with competition between manufacturers increasing as they vie for consumers' business. It is anticipated that companies will seek to introduce more global or pan-European ranges to effect economies of scale. However, the need to create consumer brands which target particular lifestyle sectors is also envisaged, and will result in an increase in the marketing of aspirational, 'feel-good' products, such as luxury baths and hi-tech gadgets - the latter incorporating 'entertainment centres' with music, television and aromatherapy.

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