Half of consumers think cost is biggest sustainability roadblock

Almost half (45%) of UK consumers feel that cost is the biggest hindrance to installing eco-friendly bathroom fittings in their homes, according to a recent study from YouGov.

The survey was commissioned by bathroom company Grohe, and analysed the UK’s attitude to sustainability with regards to their daily bathing habits.

According to YouGov, just over two-thirds of those polled said that they were conscious of their environmental impact when showering or bathing.

In addition to those who feel like cost is an issue, roughly one-in-five (22%) UK consumers reported that a lack of knowledge about options held them back from incorporating eco-friendly fittings in their bathrooms.

In light of this, Grohe said that education around sustainability will be a key issue for the industry going forwards.

According to the research, four-in-five respondents said that they prefer showers to baths. Furthermore, 35% of those polled said that they would actually consider removing the bathtub from their home entirely.

When asked why, the most popular responses were that the participants rarely use the bath (59%), they wanted to save space (37%), or wanted greater ease of accessibility (26%).

However, a vast majority of those polled were happy to keep their bath. When asked why, almost 40% listed family living needs as the top reason. Roughly 30% of those asked said they wouldn’t buy a property without a bath installed, and 22% of respondents said that they planned to keep their bath to protect their home’s resale value.

Last month, Grohe also announced that it had started a new UK distribution partnership with Primaflow F&P. The company’s new UK head, Kristine Skauge recently spoke to kbbreview exclusively about why the UK is a core market for the brand.

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