Two-thirds of UK consumers (64%) polled by bathroom specialist Grohe said they preferred showering to taking a bath.
The survey, carried out by Explorare, also found that just under half (43%) of respondents believed that the bathroom should be a place for well-being and relaxation, with more than half (54%) saying they had their hearts set on a large, rainfall shower head that would give full shoulder coverage.
Significantly, 36% of those surveyed said they would like to replace their entire shower system.
And when they are looking for advice on what to buy, almost half (46%) said they would visit a showroom, 60% would use manufacturer websites and 75% said they would get a professional to carry out the installation. Less than half (43%) said they would ask a plumber and only 38% said they would go to a DIY store.
Grohe’s survey highlighted that safety and sustainability were key factors taken into consideration by consumers, with nearly eight-in-10 (78%) saying they wanted a shower surface that doesn’t get hot while they are showering, while 61% wanted a thermostat to balance out fluctuations in water temperature.
The survey also discovered that around half (51%) or Britons are actively trying to save water with more than half (54%) looking for additional sustainable functions from their shower.
Grohe identified three buyer profiles from its survey results. They are:
- The ‘Hygiene Pragmatist’, who showers after exercise (55% of those surveyed) and does not spend a lot of time in the bathroom;
- The ‘Wellness Lover’, who is looking for intelligent shower systems with lots of innovative features for a truly luxurious experience;
- The ‘Freshness Enthusiast’, who prefers a shower system with comfortable user-centric features and high design standards.
Grohe commented of the results: “The bathroom is no longer a purely functional room used exclusively for personal hygiene. Expectations have risen considerably, which has been accompanied by the increasing complexity of bathroom design and furnishing.
“Retailers, designers and installers can really build an understanding of their customer’s needs by exploring individual customer behaviour and combining this with their product and industry knowledge to make informed, relevant recommendations.
“At a time when 40% of us are using the bathroom for some much-needed space and ‘me-time’, conveying the emotional added value of a product can create plenty of upsell opportunities, and ultimately result in a higher level of positive customer satisfaction.”
And in a promotion Grohe is running until the end of October, consumers can claim £100 cash back when they buy one of the many showers included in the promotion, including the SmartControl range.
Meanwhile, Grohe is back for 2020 as the Official Shower Partner for Tough Mudder 2020. And while the physical obstacle course/mud run will not take place this year, a virtual event will be staged instead. The virtual fitness adventure is said to test strength, stamina and camaraderie. Challenges will include a dedicated Grohe activity each month. Grohe’s activities will kick off this month, starting with a sit-up challenge while being simultaneously soaked with water. Participants are encouraged to capture and share their accomplishments on social media using the hashtag #showerofchampions. Grohe will award challengers who share the most epic and inspiring shots with “equally epic prizes”, ranging from a Euphoria SmartControl to a variety of other prizes
“Last year, Grohe was the first ever kitchen and bathroom brand to partner with Tough Mudder and we were over the moon with the results, ” said Ebru Bircan, marketing activation manager at Grohe UK. “For us, this sponsorship is about being affiliated with the passionate and hardworking ethos of both Tough Mudder and the driven, adventure-seeking participants who take part. Although Covid-19 has meant this year’s events will look a little different, the Tough Mudder team have worked tirelessly with our support to ensure that the participants will not be disappointed by what’s in store.”