Words: Francesca Seden

Over the past decade or so, the market for multifunctional taps has soared to the point where these appliances have become a ‘must-have’ feature of a new kitchen install and practically a kitchen category of their own, straddling both the small appliance and the tap category.

As the market has grown, so has the list of functionalities, with chilled, sparkling and filtered water having been added to the mix, alongside the boiling (or nearly boiling) water options. 

“It’s interesting to note that the development of products in this tap category has led to a change in the terminology we now use to define it,” Franke’s sales and marketing director, Jo Sargent says. “Whereas over recent years, we talked about boiling water taps, instant boiling water taps, or simply hot taps, the descriptor of multifunctional taps is now a more accurate reflection of, and clearer definition of what they can do.”

In terms of what is driving demand in this category, and what features consumers want, our contributors nearly all cited convenience as a top priority, as well as sustainability and the wow-factor. Safety is also crucial.

“We live in a world where people want things delivered at speed,” comments Quooker UK managing director, Stephen Johnson, “we are inherently less patient than we used to be, increasingly unwilling to wait or compromise. On average, we spend four months of our lives waiting for the kettle to boil. Not so with a boiling water tap, which delivers the exact amount of boiling water needed instantly.”

Selling safety

The sustainability factor is also clear with these taps, which replace inefficient kettles, instead using a short burst of energy for boiling water. Many manufacturers also sell their filtered water functionality as replacing plastic bottles.

The safety features on taps delivering instant hot and boiling water are a key priority for consumers and manufacturers have a number of different ways of achieving this, including two-step processes to get the boiling water running, instant shut off once you stop pressing the button and aeration that stops the water sputtering.

Another benefit of multifunctional taps is they make for a sleeker and more uncluttered worksurface, replacing not just the kettle, but also filtering jug, measuring jug and even soda maker. This is appealing to those who want the clean aesthetic and functionality of a semi-professional kitchen, something that Elina Enqvist-Twomey, leader, product management, kitchen category, Grohe UK notes is growing, and is appealing to those “spending more time at home due to hybrid work schedules and so have a greater focus on interior design,” adds Blanco brand communications manager, Tamsin Mills.

Daniel Boulton, procurement manager at Clearwater, adds: “Initially instant hot water and filter taps were the preserve of high-end kitchens but as technology has evolved, they’ve become more affordable. It means that for most consumers, a hot or multifunctional tap is a simple upgrade that will make a big difference in how they use their kitchens, which has helped them become a kitchen category in their own right.”

But with so many players now in this space, is there too much choice for consumers and is there a chance of them being overwhelmed? While many agreed that high levels of choice are a good thing, Qettle director Alexandra Rowe laments that there are “many ‘me too’ taps from non-specialist suppliers and unsurprisingly, consumers are confused!”

“Most people love the concept of boiling water on tap; they very quickly get the convenience, safety and energy efficiency,” Rowe adds. “But unfortunately, that’s where understanding begins and ends. Too many instant hot water taps are billed as boiling when they’re not, which leads to 
consumer disappointment. Plus, like any category that has experienced rapid growth, vital knowledge from complementary sources such as installers is still growing.”

Customer services

How retailers overcome this consumer confusion is not entirely clear, except to say that it’s important that they stick with reputable brands, that know what they’re doing in this area.

On that note, we asked what makes a retailer choose one brand over another, and Qettle’s Rowe recommends that “retailers align themselves with a brand that not only offers dedicated tap, system and filtration expertise, but who will enable them to offer a multi-functional tap option to not just a small percentage of customers with deeper pockets, but to all customers. Most importantly, retailers should be able to do this while still earning a profit for themselves. 

For Quooker UK’s MD Stephen Johnson, it’s all about customer service. “Retailers know that when they sell a Quooker, while it may be at the higher price bracket, they are giving customers a world-class product that will last and that boasts truly remarkable innovation,” he says. “Quooker retailers can have the peace of mind that their customers will be looked after post-purchase.”

Franke’s Sargent says it’s important for retailers to assess options and make an informed brand choice. “Beyond the aesthetics, price and functionality of the product, which can be very seductive,” she says, “consider longevity, performance, surety of supply, warranties and reliable customer after care from a brand you can have confidence in. Aftercare is very important because once the tap has been installed, the ongoing relationship is then between the consumer and the brand to maintain the longevity of it through annual servicing.”

Abode’s product manager Dan Biddle also puts an emphasis on the importance of strong relationships with shared values and consistent support, and he urges retailers to “do their homework so that they can capitalise on the expertise of leading brands, and piggyback on their marketing campaigns”.

Finally, Blanco brand communications manager, Tamsin Mills says: “Blanco’s reputation for precision engineering, timeless design and functionality makes it a trusted choice for both retailers and consumers seeking style and performance in their kitchen solutions.”

On the question of whether it’s important to have a working model to demonstrate in the showroom, our contributors, unsurprisingly, all agreed that this is pretty crucial. “You wouldn’t buy a car without taking it for a test drive,” says Franke’s Sargent, “not all taps are created equal, so seeing the functionality first-hand makes all the difference.”