Bathroom market sees steady improvement

The bathroom products market is estimated to have grown by around 5% in 2015 and is valued be worth around £822 million (MSP).

According to the ‘Bathroom Market Report – UK 2015-2019 Analysis’ this growth reflects continued steady improvement in the UK economy and the building and home improvement markets. Growth in 2014 was also estimated at around 5%.

Key findings were:

  • Baths and sanitaryware accounted for 35% of the bathroom products market, followed by bathroom accessories, taps and mixers and bathroom furniture.
  • Investments in products that offer longevity and better quality were a key trend in the market.
  • The recovery of the UK economy has seen a recent increase in consumer confidence levels, resulting in a growing number of homeowners looking to refurbish their properties.
  • Water-efficient bathroom products saw greater demand as UK households become increasingly aware of the environmental impact of components that make up their homes.
  • An ageing population increased demand for ‘inclusive’ bathroom solutions. The trend of ‘care in the community’ resulted in greater numbers of elderly and disabled people living at home, creating demand for accessible solutions that make the bathroom easier to use and more functional.
  • Multi-generational living positively impacted demand for inclusive solutions that ‘future-proof’ bathroom areas used by all members of the family, irrespective of age or ability.
  • A growing UK population and smaller average household size increased the number of properties containing smaller bathrooms. This has resulted in compact wall-hung sanitaryware, slimline washbasins, space-saving shower baths and short-projection furniture to grow in popularity.

Said Hayley Thornley, research manager at AMA Research: “Another key trend that has become increasingly important is the growing use of digital technology in UK bathrooms, something that has added value in a number of product sectors over the past two years.”

She continued: “Examples include digital taps and sensors to control temperature and flow, mirrors featuring entertainment systems that use Bluetooth technology, whirlpool systems with chromotherapy, aromatherapy, integrated heaters and voice activated controls.”

The report predicted a positive outlook for the UK bathroom products market in 2016 with good growth anticipated in the medium-to-long term.

By 2019, the market value was forecast to increase by 14% compared with 2015. However, it said the bathroom market was becoming increasingly price-competitive as low-cost imports accounted for a sizeable portion of the bathroom products sold in the UK.

The market was also forecast to fragment with the number of own-label products sold through the internet likely to increase.

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