Buying a home is one of the main stimulants to refitting bathrooms so the buoyant housing market, combined with a rise in consumer confidence has meant 4.5% growth in consumer spending on bathrooms from 2013-14. We expect some 15% growth from 2015-20 as the economy remains strong.

Some 70% of the population have a full body wash at least daily, predominantly by showering, and over 50% of adults say they never have a bath. The popularity of showers is translating into high demand within the bathroom market and we see more homes adding en-suite bathrooms as people who own homes improve rather than move. In the research conducted for this report 6% of purchasers said that they had bought bathroom fittings because they wanted an additional bathroom or shower room for their home.

The industry is developing bathroom fixtures and fittings that use less water and less energy. Importantly the bathroom manufacturers are helping consumers to understand and make informed decisions with a water-labelling scheme. Smaller homes and the size of additional bathrooms are also a factor influencing demand, as people need to fit everything they want into smaller spaces. We look at the factors people find important when choosing their bathrooms and some of the touch points that sway their decisions.

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:

• 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.