Showering market down 12% but premium sector surging

The UK shower market has declined by 12% since the start of the Covid pandemic, according to AMA Research.

The decline in sales is speculated by AMA to be because the UK shower market has reached maturity. However, it says there is still a high demand for luxury products at the premium end of the market.

With the introduction of various showering technologies and the growing demand for premium products in the past few years, the market has grown, but took a downturn last year.

According to AMA Research, the showering market is predicted to pick up again and will steadily grow by around 2.4% from 2022 to 2025. However, the rest of 2021 is estimated to see a further 2% decline, with the possibility of a mid-2021 rebound in sales.

AMA’s research found that 93% of UK households have at least one shower. Around two-thirds of homes have a shower, and bath combo, with a large number of households have a separate shower facility, such as a shower enclosure or wet room.

Abdul Tantouch, market researcher at AMA Research, said: “The shower market has now reached maturity in the UK, with significant and ongoing demand for more premium solutions. Flexibility, convenience, and ease of use are key requirements and are influencing the shift towards higher-value products.

“Given the current levels of uncertainty because of the Covid-19 pandemic and Brexit, durability and longevity are also important attributes. It is increasingly important for suppliers to deliver quality and variety in their product offerings to justify homeowner investment.”

Another finding from AMA Research is about the significant increase of online purchases for the bathroom in the lockdown period, as many people could not go out to shops or showrooms. Consumers doing their research has led to the increased awareness of designer bathroom products by consumers.

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