The demand for bathrooms since the recession has been weak. However, within the market showers are increasingly popular. Trade sources suggest that 33% of showers in 2013 were sold to homes that had not previously owned one and some of this demand is being created by homes adding en-suite bathrooms. Buying a home is one of the main stimulants to refitting bathrooms so the upturn in the housing market in 2013, combined with a rise in consumer confidence, was welcome news for the industry.

In 2013 we saw the beginnings of a recovery as residential property transactions rose by 15% compared with the previous year. Momentum in the housing market continued into 2014 – in the six months to June transactions were up 25% on the same period in 2013. This housing boom has been especially biased to the London area and here property prices have risen faster than in the rest of the UK. This report looks at numbers of bathroom refits, including examining the regional data, and forecasts how the market will develop in the next five years.

The industry is working hard towards bathrooms that use less water and less energy and is helping consumers understand and make informed decisions with a voluntary water-labelling scheme. We look at the factors people find important when choosing their bathrooms and some of the touch points that sway their decisions.

Definitions

This report addresses the market for bathroom furniture and accessories bought for use in domestic premises, either by end users or small professional installers on behalf of end users.

Bathroom furniture includes:

  • sanitary ware (washbasins, WCs and baths)

  • showers

  • shower enclosures

  • screens and trays

  • fitted bathroom furniture/modular bathroom furniture

  • mixers and taps.

The product areas included in bathroom accessories are:

  • toilet brushes and holders

  • bath racks

  • toilet roll holders

  • mirrors (shaving etc)

  • soap holders

  • toothbrush or mug racks and holders

  • small cabinets

  • shelves

  • towel rails and rings

  • flush handles

  • light pulls.

Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.

Value figures throughout this report are at retail selling prices unless otherwise stated. Market sizes at 2014 prices are calculated using Mintel’s Household Goods deflator.

Abbreviations

BMA Bathroom Manufacturers Association
Co Company
CPI Consumer Price Index
CPR Consumer Products Regulation
DECC Department of Energy & Climate Change
DIY Do-it-yourself
EU European Union
GMI Global Market Institute
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