Michael Hoyne, ceo Merlyn, evaluates the UK shower enclosure market...

The market for enclosures, screens and trays has experienced buoyant growth in recent years, reflecting greater use in new-builds, growing replacement levels and a trend towards larger and higher specification enclosures and trays.

We have also seen vast improvements in product quality, as design-savvy consumers demand more for their money. There is definitely a general trend towards larger sizes in trays and enclosures.

You only have to look at the facts and figures to see that showering remains a popular option with consumers. Seven years ago, 93% of properties had one bathroom, and five years ago a fifth of properties had two or more. Now there are three bathrooms in every four new homes built and 10% of new-builds have three or more bathrooms.

However no one can deny we are trading in difficult times. Including shower accessories, the market was worth an estimated £544m in 2007 but fell 11% to £485m in 2008. We know there is decreased customer footfall, so consequently it is vital that retailers offer consumers the very best in sales service and material; attractive and clear signage, glossy brochures, clear installation guides, and concise and comprehensive pricing information.  

As the eco movement builds, in the medium to longer term, there will be added value for high performance showers with improved environmental credentials.  Showers with more features (such as the digital ranges) and showers with higher power are sure to remain in demand. Those who are buying are looking for something different. We need to ensure our customers have the very latest in design, technology and innovation to help them close the sale.

I believe we are currently seeing a real taste of things to come in what consumers want - styles, choice, specification and design in shower enclosures and trays will become even more extensive and varied.

Retailers and developers will need to keep on top of this as a designer bathroom is no longer an afterthought, it's now high up on the list of 'must haves' when people are investing in their property. 

Be warned, bathrooms aren't just for washing, but for relaxing and escaping as well. We already have built-in TVs, DVDs and games consoles - who knows what is next! The importance of the bathroom should never be underestimated.

What do you think? Email the editor direct: andrew@kbbreview.com