The market for replacement kitchen doors has generally
shown solid growth since 2008, with average annual growth of around 4-5%. This
is significantly higher than for the kitchen market as a whole and was mainly
the result of consumer confidence being eroded due to the recession,
encouraging consumers to look for cheaper alternatives.
Compared with re-installing the
whole kitchen, replacement kitchen doors and drawer fronts are much less costly,
depending on the type of door selected, and replacing the doors is also less
wasteful, with no additional installation or plumbing costs needed. However,
while the replacement door market has benefited from the cutback in consumer
expenditure, it has perhaps not been to the extent suppliers had hoped for, and
the market remains small.
The kitchen furniture market is at the mature
stage of its product lifecycle, with replacement sales currently accounting for
more than three quarters of sales. Consumer awareness is high and purchasing
decisions tend to be based on design, colour and materials. Features such as
soft-closing drawers or handle-less doors, sophisticated lighting and
additional electrical appliances in the kitchen are increasing in popularity.
Key issues that have influenced the UK
domestic kitchen furniture market in recent years include a blurring of
distinction between the kitchen and dining room, with less formality in the
home and a move towards open plan living, and an emphasis on aesthetics and
stylish designs, with a move towards curved lines. An increasing number of
manufacturers are offering units to suit the needs of elderly or infirm
customers and this trend is likely to continue as the proportion of the UK
population in older age groups increases.
Suppliers that specialise in the kitchen door sector tend
to be vertically integrated and involved in the manufacture, marketing and
installation of replacement kitchen doors, drawer fronts and often worktops,
appliances and other accessories. In terms of distribution structure, the Internet
or mail order now accounts for the largest share of the market, followed
closely by manufacturers and installers. Other retailers such as IKEA and DIY
outlets account for 15%, though the increase in sale of kitchens that include
installation is likely to continue.
The total market for replacement kitchen
doors is expected to show significant, but reducing growth in the period to
2019. In the short term margins are likely to be squeezed further by the
increasing cost of raw materials, although increasing use of e-commerce has
enabled door manufacturers to absorb some of these cost increases generally. Despite the value for
money and the reduced waste that replacement installation offers, the market
could see a decline as the economy improves and consumers spend more money on
sustainable design and products, which could lead to kitchens lasting longer
and needing to be replaced less frequently.
“The rate of growth
in the replacement market is expected to decline as the economy improves,
assuming no major changes in the market structure, such as a major company in
the fitted kitchen furniture sector entering the replacement sector” said Keith Taylor,
Director of AMA Research. “This seems
unlikely at the moment, with the mainstream kitchen furniture market expected
to show steady growth in the short to medium term future.”
The ‘Replacement
Kitchen Doors Market Report – UK 2015-2019 Analysis’ report is published by
AMA Research, a leading provider of market research and consultancy services
within the construction and home improvement markets. The report is available
now and can be ordered online at www.amaresearch.co.uk or by calling 01242
235724.