Barbara Payne, head of product and marketing at Bisque evaluates the UK heating market

When Bisque was founded 30 years ago, designer radiators were virtually unheard of and there was no alternative to ugly, standard panels.

The concept of innovative, practical, radiator design proved so popular with consumers that a whole new market, led by the bathroom and kitchen sector, opened up. Other suppliers  soon joined the growing market and today consumers enjoy an unprecedented choice of stylish radiators in a vast range of shapes, colours and sizes. Modern radiators and towel rails are now seen as an essential fixture in all homes.

The designer radiator market has seen remarkable growth rates of up to 20% in recent years, linked to the housing boom.  Worth £65m at manufacturer selling prices in 2005, the market rose to approximately £70m in 2006 and £82m in 2007.

However, the recent property slow-down has brought about a more considered consumer spend and the market declined by 8-9% in 2008 with a similar contraction forecast for 2009. 

Apart from good design, quality and reliability are now key as consumers are renovating as a long term investment rather than as a 'quick fix' to sell property.  The domestic refurbishment sector is all-important, accounting for 65% of the radiator market.  

While pressed steel panels have a retail market share of 61%, towel radiators dominate the rest of the market with a 22% share, stainless steel being the best selling material. Multi column and decorative steel tubular products account for 9% and 5% of the market respectively.

While steel and stainless steel continue to be high performing and cost effective, new materials are being developed for 2010 and beyond, including wood and synthetics. Suppliers are focusing on the customer as an individual, rather than one-size-fits-all, offering value for money, technical information, choice and even made-to-measure sevices. 

There is potential for further growth as the market is still maturing and scope exists for wider product acceptance.  By 2012, the market value is forecast to be around £80m - an increase of around 16% compared with 2009 forecasts.