INTRODUCTION and OVERVIEW
AMA Research are pleased to announce the publication of the 2nd edition of the
report “Internet Plumbing and Heating Market Report - UK 2012-2016
Analysis”. The report comprises a detailed study of this fast-growing
online plumbing market and analyses the current trends by product sector. It
includes comment on future prospects and implications for all companies that
sell plumbing products online, including specialist plumbing e-tailers and the
industry as a whole.
With over 75 pages and 27 charts/tables the report covers the following product sectors:
- BATHS AND SANITARYWARE - including suites, WC's and basins.
- SHOWER CONTROLS AND BATHROOM TAPS - including single point shower
controls, shower panels, mixer taps, pillar taps and bath/shower mixers.
- SHOWER ENCLOSURES, SCREENS AND TRAYS - including walk-in showers,
wet rooms and shower cabins.
- BATHROOM FURNITURE AND ACCESSORIES - including modular and fitted
furniture, bathroom fittings, toilet seats, bath panels, mirrors, shower
fittings and accessories.
- TOWEL WARMERS AND DECORATIVE RADIATORS - including basic ladder
radiators and more decorative designs.
- HEATING PRODUCTS - including boilers, standard radiators, pumps,
controls, wet underfloor heating and plumbing pipe systems.
Whereas the overall plumbing market has declined in line with the downturn in
the UK economy, it has been evident that online plumbing sales have continued
to increase. In 2011, the Internet plumbing market was worth around £152
million at Distributors Selling Prices (DSP). This represents a 16% increase
on the previous year.
The outlook for this market remains positive; the Internet is now widely
perceived as a convenient and cost-effective way to buy goods and services,
including plumbing products.
Areas of particular interest:
- The e-Retail channel is continuing to benefit from the growing number of
UK households that have fast broadband Internet access and are confident to
- The use of mobile Internet technology has seen a phenomenal growth, with a
significant proportion of users ordering products ‘on the move'. Mobile
Internet use via a laptop, tablet or other portable computer is also more
- The Internet plumbing market has become far more competitive in the last
2-3 years, with many store-based retailers and other suppliers realising the
benefits of trading online.
- Online e-tailers have been seen to expand the number of plumbing products
and brands they offer. Many have analysed popular keyword searches and
diversified into different product areas altogether.
- The quality of plumbing e-tailer websites have improved significantly and
now include in-depth product information, installation methods and advice on
choosing a product.
- By using marketing tools such as social networking and customer reviews,
many plumbing e-tailers now have a better ability to understand and
communicate with their customers and have continued to grow during the
Amazon, Argos, Asda, B & Q, Bathroom City, Bathroom Express, Bathroom Heaven,
Bathroom Supplies Online, Bathrooms.com, Bathstore, Better Bathrooms, BHL,
Boundary Bathrooms, Choice Bathroom Shop, Click Bathrooms, Curtis Bathrooms
Online, Doble Bathrooms Direct, First Bathrooms, Grafton Group, Harding Import
Export Ltd, Heat and Plumb, Homebase, Inspired Heating Solutions, J D Williams
& Company Ltd, Jewson, John Lewis, Next, Online Bathrooms, Otto UK, Plumb
Center, Plumbfit, Plumbnation, Plumbworld, Primrose Bathrooms, Pulsar Direct,
Pure Bathrooms, QS Supplies, Sainsbury's, Screwfix, Shop Direct Home Shopping,
SMR Bathrooms, Splash Bathroom Accessories, Tapstore, Tesco, The Discount
Heating Group, Total Bathrooms, Traditional Bathrooms, Travis Perkins,
Victoria Plumb, Warmrooms, Wickes, Wilkinson, William Dobson Bathrooms,
Key areas covered in the report include:
- Overall market size by value, rates of change, current trends and
- Economic overview, social and demographic trends, population
growth, level of activity within the private RMI sector, consumer confidence
and expenditure etc.
MARKET TRENDS AND INFLUENCES
- Internet trends - including overall UK, e-Retail market, broadband
and mobile access, typical purchaser profile by age and sex, trends in online
household goods purchases etc.
- Buying trends - including online research and user expectations,
growth in social networking, influence of customer reviews and blogs, use of
price comparison websites, growth of marketplace websites, and growth in
- Trading online - advantages and disadvantages, applicable to
Internet e-tailers and existing suppliers that subsequently enter the online
- Overall product mix - by value and share.
- Key design trends by product sector - sustainability and the
environment, affordable design, technological improvements including digital
controls, minimalist and contemporary styles, space saving designs for small
UK bathrooms, importance of safety features, inclusive design for ageing UK
- Use of own label - advantages and disadvantages, trends,
- Branded product - popular brands, growing number of products and
- Market shares of leading plumbing e-tailers.
- Review and analysis of leading plumbing e-tailers, including company
profile, turnover, key brands etc. Also summary of significant other plumbing
- Overview of non-specialists, including merchant/trade
channel, DIY multiples and other retail suppliers - store-based retailers,
mail-order catalogues, grocery multiples, non-specialist e-tailers (such as
Amazon) and plumbing manufacturers.
- Functionality including comment on website design, optimisation
measures, search facility, secure payment features, monitoring and feedback.
- Pricing including comment on online price positioning compared to
other plumbing suppliers, price matching facility, trade accounts and
- Showroom facility including growing percentage of plumbing
e-tailers that also offer a showroom facility.
- Distribution including comment on delivery times, cost of delivery,
order processing, delivery service - national or e-tailer own, refund policy
- Marketing including importance of word of mouth promotion,
effectiveness of online advertising, use of video, social networking, and
impact of customer reviews.
- Customer Advice including growing importance as a supplier
differential, live help facility, email facility, typical questions and
UK Internet Plumbing Market by Value (£m MSP)