Natasha McCreesh, product and design manager at Jacuzzi, examines the freestanding bath market...

The latest reports estimate that the UK bath market totals 1.2 million units and is valued at around £82 million.

Freestanding models account for 40,000 of those units and £4m - roughly an 18% market share.  At first glance, these figures may suggest that freestanding baths are merely small fish in a large pond crowded with conventional built-in models, but this isn't how we see it at Jacuzzi.

It's certainly a growing market and in the past two years, we've noted a consistently healthy increase in sales, particularly at the entry level, which we now believe accounts for 39% of the market, indicating that this niche market has now received mainstream recognition. It's an exciting market to be involved in and one that has huge potential.

More often than not, freestanding baths are aimed at the very top-end of the market where affluent earners look to make a statement. This type of bath is viewed as a lavish, luxury purchase and the price often reflects that. It's the one piece that can give any bathroom that all-important 'wow' factor. This top end accounts for 34% of the market and continues to be strong, with new twists such as bespoke colour and soft gel backrests.

A number of aspects will have contributed to this surge in popularity, but the most significant is a desire among home owners to create spa-like havens within their own home.  The bathroom is no longer about daily ablutions; it's about making a design statement, creating a pamper-parlour and taking inspiration from wonderful five-star hotels so that the luxury can be replicated and enjoyed every single day.

The trend for open-plan living has also had an impact on sales.  All across the country, baths are being removed from their original dwellings to be placed by the foot of the bed. Glossy magazines have been promoting this layout and consumers have taken to it well. It is at this point that elegant, freestanding tubs, both traditional and contemporary depending on the décor, are specified to take centre stage. Open-plan is a trend that was expected to pass but has stubbornly stood its ground in the market-place. It's a movement that's here for the long haul and one not to be underestimated.

In a market flooded with styles and specifications at ever-decreasing prices, we believe accessories, colour and construction will be key. Offering a variety of different colours and accessories, or even baths pre-primed for painting, will ensure that freestanding baths remain an affordable statement.