MARKET VIEW: Jonathan Carter

13 January 2010

Jonathan Carter, marketing manager, Victoria & Albert Baths takes a look at the freestanding bath market...

AMA Research estimates that the overall bath market will turn out to be worth around £72m this year in the UK - a sharp fall from £93m in 2007. Baths will take around 10% of the overall bathroom market.

There is common agreement that the market certainly fell over the past 18 months or so and that we are now seeing encouraging signs of revival, especially at the premium end. With major house builder Persimmon having recently announced a 9% increase in house sales, the bathroom market sector in general is beginning to look more hopeful.

No overall research into market share for materials has been completed since 2007, but the general view is that the decline of cast iron has probably stopped, thanks to a bottoming out of the market and cheaper imports. It has been a material in decline for some years, mainly because of price, weight and poor availability.Composites have shown growth - some now coming from the Far East where a small number of manufacturing facilities have sprung up.

The steep decline of the contract market - particularly in hotels and housing developments - has hit both steel enamel and acrylic hard - although acrylic still takes around 60% of the market.

In line with the overall market, we foresee growth across the bath sector coming back in 2010. However, it will be patchy with no one single turning point. We have also identified a twin-track recovery in the market. Business is obviously still slow in the mass market - but premium brands, although experiencing challenges, have held up extremely well, especially in refurbishment.

High-end freestanding baths make a strong focal point statement in a larger room. There is also a definite luxury trend developing in terms of the increase in very high-end bathrooms. Traditional baths have also made somewhat of a comeback, possibly in response to the recent economic and social challenges.

As a nation, we seem to crave the perceived comfort and stability of the past.Looking to 2010 and beyond, the impending water-saving legislation enshrined in Part G will have some effect on the market.As a typical family bath will require additional water-saving equipment to be specified to achieve the daily target, so there may be some shift in demand.

Freestanding baths remain the luxury sports car of the bathroom world - glamorous, fashionable and ultimately desirable. As we come out of recession and into positive growth, the sector should see strong performance.

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MARKET VIEW: Jonathan Carter	Back
13 January 2010 Jonathan Carter, marketing manager, Victoria & Albert Baths takes a look at the freestanding bath market... AMA Research estimates that the overall bath market will turn out to be worth around £72m this year in the UK - a sharp fall from £93m in 2007. Baths will take around 10% of the overall bathroom market. There is common agreement that the market certainly fell over the past 18 months or so and that we are now seeing encouraging signs of revival, especially at the premium end. With major house builder Persimmon having recently announced a 9% increase in house sales, the bathroom market sector in general is beginning to look more hopeful. No overall research into market share for materials has been completed since 2007, but the general view is that the decline of cast iron has probably stopped, thanks to a bottoming out of the market and cheaper imports. It has been a material in decline for some years, mainly because of price, weight and poor availability.Composites have shown growth - some now coming from the Far East where a small number of manufacturing facilities have sprung up. The steep decline of the contract market - particularly in hotels and housing developments - has hit both steel enamel and acrylic hard - although acrylic still takes around 60% of the market. In line with the overall market, we foresee growth across the bath sector coming back in 2010. However, it will be patchy with no one single turning point. We have also identified a twin-track recovery in the market. Business is obviously still slow in the mass market - but premium brands, although experiencing challenges, have held up extremely well, especially in refurbishment. High-end freestanding baths make a strong focal point statement in a larger room. There is also a definite luxury trend developing in terms of the increase in very high-end bathrooms. Traditional baths have also made somewhat of a comeback, possibly in response to the recent economic and social challenges. As a nation, we seem to crave the perceived comfort and stability of the past.Looking to 2010 and beyond, the impending water-saving legislation enshrined in Part G will have some effect on the market.As a typical family bath will require additional water-saving equipment to be specified to achieve the daily target, so there may be some shift in demand. Freestanding baths remain the luxury sports car of the bathroom world - glamorous, fashionable and ultimately desirable. As we come out of recession and into positive growth, the sector should see strong performance.