Where do consumers buy sanitary taps? And which brands do they buy?
Consumers are responsible for a significant amount of tap purchases. But where do they buy these taps? And which brands do they choose? USP is able to answer this questions based on facts from our study the European Home Improvement Monitor, a month-to-month indicator for home improvement jobs in Europe by USP Marketing Consultancy based on 26,400 interviews per year.
In every European home, there are several taps to be found. Just the bathroom has on average 3.1 taps in it (also see the table below). Part of these taps are bought and installed by a professional, for example when the bathroom is completely renovated, and a plumber or installer is selected who advices on the products to use. But the majority is bought by the consumer himself, for example in a home renovation or simply a replacement of a broken tap. The same goes for taps in the kitchen. Consumers are responsible for the major share of the tap purchases in the residential market. Consumers buy taps on different places than professionals. For example, they buy taps in DIY-stores like Leroy Merlin or home furnishing stores like IKEA. Another channel that has gained ground in the past years are online stores. The popularity of this purchase channel for taps differs per country. For example, in France only 17% of the consumers considers to buy taps online, while in Poland, 48% of the consumers considers to buy taps online. Polish consumers are also inclined to purchase other types of home improvement products online. Interestingly, although 36% of the Swedes considers to buy taps online, only 7% actually does. This indicates a large growth potential in Sweden for the online sales channels.
Brands of taps
Grohe, Villeroy & Boch and Hansgrohe are the best known brands of taps in Europe. They are the most often known by consumers in most countries, although there are also some local brands that many consumers know in particular countries, for example Roca in Spain. The purchased brands, however, differ more strongly. Grohe is the best sold brand in Europe, followed by Leroy Merlin and Hansgrohe. The top 5 purchased brands per country is displayed below.The exact percentages of awareness and purchase of tap brands by consumers can be found in the European Home Improvement Monitor.
About the European Home Improvement Monitor
The European residential new build market currently has limited growth potential. Due to the economic recession the new build volumes have dropped dramatically. The renovation and refurbishment sector on the other hand has become important and it is expected its importance will grow even further. There is a lot of information available about the DIY market and the renovation market in the professional segment. However, theres no source that provides insight in the size of the total home improvement market, both jobs done by consumers and professionals, and the main trends in this market. The European Home Improvement Monitor is the first research that monitors the market size and main trends in the European home improvement market on a continuous basis. Each month 2,000 successful interviews are conducted across Austria, Belgium, Denmark, Germany, France, Italy, Poland, Netherlands, Spain, Sweden and the United Kingdom. This means that 26,400 interviews are conducted among European consumers on a yearly basis. The results from this research are reported on a quarterly basis and show the development of the market in terms of purchase volume and purchase channels. Furthermore, each quarter in-depth insight is given in topics which are up to date in the market.
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