Bathroom renovations are gaining momentum, with 55% of consumers refreshing these spaces in 2025, up from 52% in 2024. This growth is being driven in part by the rise of multi-bathroom households and homes with separate toilet spaces, reflecting a strong consumer demand for greater privacy and convenience. These evolving layouts provide more reasons for homeowners to invest in bathroom upgrades.
16-34 year olds and high-income households (£50,000+) show the lowest intention to invest in bathroom upgrades over the next 12 months, despite being the most active renovators in the last 12 months. Brands may see reduced immediate demand from these lucrative demographics unless new motivations to invest are identified. High-tech features like voice-activated faucets can reignite their interest, as both groups share a strong interest in smart technology.
Today’s consumers are seeking bathroom spaces where they can unwind and indulge in moments of relaxation and indulgence. With 43% expressing interest in smart fittings, brands have an exciting opportunity to transform everyday bathroom routines into tailored, spa-like experiences.
This report looks at the following areas:
- Smaller improvements are the most popular bathroom upgrades, but a noticeable rise in higher-cost projects signals renewed interest in ambitious bathroom enhancements
- The bathroom market contracted in 2024 but is expected to grow in 2025. Victorian Plumbing is the largest bathroom retailer, while IKEA is the most popular destination for bathroom shopping
- More than four in 10 bathroom projects are influenced by professional and personal recommendations, highlighting a significant opportunity for brands to leverage referral schemes
- Improving the appearance drives most consumers to undertake bathroom projects, but with over a third focused on staying within budget, affordability is key
- 71% of consumers want their bathroom to reflect their unique style, marking a decisive move away from generic designs toward bespoke solutions
The rise of multi-bathroom homes boosts sales potential, but brands must inspire fresh interest to keep 16-34s and high-income earners engaged.
Steven Mayles, Retail Analyst
Market Definitions
For the purposes of this Report, Mintel has used the following definitions. This Report focuses on bathroom retailing in the UK, looking at spending by both end users or small professional installers on behalf of end users on:
- Bathroom fixtures
- Bathroom fittings
- Bathroom furniture
- Bathroom accessories
The report also covers DIY retailers, bathroom specialists and online specialist retailers, as well as other general retailers.
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EXECUTIVE SUMMARY
- Opportunities for the bathroom market
- Bathroom showroom experience
- Smart bathrooms
- Sustainable bathroom solutions
- Market dynamics and outlook
- Market size & forecast
- Market predictions the bathroom market
- Bathrooms and bathroom accessories market to grow 9.6% between 2025-30
- Economic pressures; demographic shifts; and wellbeing
- What consumers want and why
- Growing trend of multi-bathroom homes and separate toilets
- Graph 1: number of bathrooms, including shower rooms, wet rooms and cloakrooms, in households, 2025
- Affordable upgrades and more expensive refits have increased year-on-year
- Graph 2: bathroom projects undertaken in the last three years, 2024-25
- Vast majority purchase bathroom fittings from store-based retailers with IKEA the most popular (28%)
- Graph 3: most popular retailers for buying bathroom fittings, 2025
- 43% turn to professionals, friends and family for bathroom inspiration
- Graph 4: source of inspiration for bathroom projects, 2025
- Enhancing the appearance is the main focus when planning a bathroom project
- Graph 5: consumer priorities when planning a bathroom project, NET, 2025
- 73% rely on professionals to assist with their bathroom projects
- Graph 6: consumer behaviours and attitudes towards bathrooms, 2025
- Retailer activity
- Victorian Plumbing the UK’s largest bathroom retailer
- First of its kind multifunction showerhead that transforms soap into a warm foam
- Relaxation and professional installation
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MARKET DYNAMICS
- Market size
- UK bathroom market declined 3.1% in 2024, but is expected to grow in 2025
- Graph 7: estimated market size for bathroom and bathroom accessories, 2021-25
- Renewed consumer interest in enhancing bathrooms
- Inflationary pressures
- Market forecast
- Impact of US trade disruption for the bathroom market
- Forecast – a note on US trade disruption
- Bathrooms and bathroom accessories market to grow 9.6% between 2025-30
- Graph 8: market size and forecast for bathrooms and bathroom accessories, (£ bn), 2019-30
- Bathroom spaces centred around wellness
- Multi-bathroom trend will spur spending opportunities and drive future market growth
- Increased demand for smart bathroom products
- Market segmentation
- 82% of bathroom spending dedicated to fittings and furniture
- Graph 9: estimated bathroom fittings, furniture and accessories spending, 2021-25
- Market drivers
- Cost of living concerns driving smaller bathroom upgrades
- Graph 10: CPI, Household Furniture, 2023-25
- Higher energy prices impacting 47% of consumers
- Graph 11: percentage of consumers who have been affected by increases in gas/electricity prices over the last two months, by household income, May 2025
- Most consumers are relatively upbeat about their future financial situation
- Graph 12: consumer financial confidence over the next year or so, by household income, May 2025
- Multi-generation living spaces and ageing population
- Graph 13: population projections, 2025-45
- Bathrooms can play a key role in supporting wellness
- Graph 14: attitudes towards localism and consumer priorities, April 2025
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WHAT CONSUMERS WANT AND WHY
- Presence of bathrooms
- Shift to multi-bathroom homes means more opportunities to sell bathroom products
- Graph 15: number of bathrooms, including shower rooms, wet rooms and cloakrooms, in households, 2020-25
- Several factors driving demand for multiple bathrooms
- Extra bathrooms a standard feature for some households
- ‘Bathroom divorce’ trend highlights a demand for personalised and private bathroom spaces
- Introduce products explicitly designed for the bathroom divorce trend
- Growing trend away from the traditional combined bathroom and toilet setup
- Graph 16: number of households with a separate toilet, 2020-25
- Toilet space branding opportunities
- Refits and installations
- Smaller, budget-friendly bathroom upgrades more popular than large-scale projects
- Increase in bathroom improvement projects undertaken in the past 12 months
- Graph 17: bathroom improvement projects undertaken in the last three years, 2024 and 2025
- Affordable upgrades and more expensive refits have increased year-on-year
- Free-standing accessories the most popular bathroom upgrades across all income groups
- Graph 18: most recent/costliest bathroom improvement project undertaken, by household income, 2025
- Opportunities for brands to capitalise on partial bathroom refits among lower-income earners
- Bundles, DIY bathroom kits and flexible payment options
- TileMaster DIY Bathroom Retiling Kit
- Elevate bathroom renovations with concierge-style services
- Luxury Bathroom Concierge Suite
- Where they shop
- Store-based retailers the most popular bathroom shopping destinations
- Shoppers of all generations overwhelmingly choose store-based retailers for bathroom fittings
- Graph 19: most popular type of retailer for buying bathroom fittings – NET, 2025
- Golden opportunity for showrooms to create an unforgettable customer experience
- Game-changing experiences that can elevate the bathroom showroom environment
- Kohler’s Experience Centres is a prime example of tactile engagement done right
- Opportunities for online-only brands to integrate tactile experiences into their strategies
- ShowerSense Pop-Up Experience
- IKEA the top destination for bathroom fittings
- Graph 20: most popular retailers for buying bathroom fittings, 2025
- IKEA the top choice for both low- and high-income bathroom shoppers
- Graph 21: most popular retailers for buying bathroom fittings, by household income, 2025
- B&Q is the most popular DIY specialist for purchasing bathroom fittings
- Ripples embracing experiential retailing
- Sources of inspiration
- Social media drives inspiration for younger shoppers
- Professional, friend and family word-of-mouth significantly influences bathroom design choices
- Graph 22: source of inspiration for bathroom projects, 2025
- 43% of bathroom purchasing decisions driven by professional and personal recommendations
- Social media is a compelling source for bathroom inspiration
- Bathfluencers
- A feature-rich website offers bathroom brands valuable opportunities to engage customers and drive sales
- Easy Bathrooms virtual store tour
- Priorities when planning a bathroom project
- Aesthetics the primary motivating factor behind bathroom makeovers
- Improving the appearance drives 43% consumers to undertake bathroom projects
- Graph 23: priorities when planning a bathroom project, % of respondents, NET, 2025
- Affluent consumers lead the push for stylish bathrooms
- Graph 24: percentage of consumers who prioritise improving the appearance when planning a project for your bathroom, shower room or separate toilet/cloakroom, by household income, NET, 2025
- Captivate consumers with visually stunning bathrooms
- Energy- and water-saving fixtures hold strong appeal for low-income earners
- Graph 25: percentage of consumers who prioritise saving energy when planning a project for your bathroom, shower room or separate toilet/cloakroom, by household income, NET, 2025
- Graph 26: percentage of consumers who prioritise saving water when planning a project for your bathroom, shower room or separate toilet/cloakroom, by household income, NET, 2025
- Strong potential for smart energy-saving and water-saving bathroom fixtures
- Eco-friendly smart bathroom products that help consumers save money
- Leverage added value to encourage homeowners to trade up
- Graph 27: percentage of consumers who prioritise adding value to their home when planning a project for your bathroom, shower room or separate toilet/cloakroom, by housing situation, NET, 2025
- A sanctuary for relaxation and self-care
- Creative marketing ideas for promoting relaxing bathrooms
- Wellness influencers, ‘Relaxation Kits’ and eco-friendly relaxation
- Wellness innovations for enhancing everyday bathroom routines
- Serenity Rituals: Aromatherapy Shower Pods
- Future-proofing bathrooms a higher priority for multi-generational families
- Graph 28: percentage of consumers who prioritise meeting the changing needs of their family (eg older members moving in, growing kids) when planning a project for their bathroom, by housing situation and any children, NET, 2025
- How bathroom brands can meet the needs of evolving family dynamics
- More than a third of consumers prioritise cost management, underscoring the need for affordable options
- Graph 29: percentage of consumers who prioritise staying within budget when planning a project for their bathroom, shower room or separate toilet/cloakroom, by household income, NET, 2025
- Own-brand bathroom and shower products gaining popularity as consumers adapt to tighter budgets
- A budgeting app for bathroom renovation projects could really help consumers stay within their budget
- RenovateRight: Bathroom DIY Budget Planner
- 23% of 16-34 year olds opt for sustainable products for their bathroom projects
- Build leadership with affordable eco-friendly options
- Opportunities for bathroom brands to foster greater adoption of sustainable products
- Eco-friendly and recycled bathroom fixtures and fittings
- Behaviours and attitudes towards bathrooms
- More than seven in 10 consumers rely on professionals to assist with their bathroom renovations
- 73% will hire professionals for their next bathroom project
- Graph 30: consumer behaviours and attitudes towards bathrooms, 2025
- More than seven in 10 plan to use professionals for their next bathroom project
- Graph 31: percentage of consumers more likely to use professionals to carry out their next bathroom project than carry out the work themselves, by age and household income, 2025
- Opportunities for retail-tradespeople partnerships
- Cost-conscious and eager to engage in hands-on bathroom projects
- DIY bathroom upgrades
- Graph 32: percentage of consumers who are confident making minor DIY upgrades to their bathroom themselves (eg painting, change taps), by age, 2025
- Graph 33: percentage of consumers more likely to prioritise smaller upgrades (eg replace a shower screen) than larger upgrades (eg complete refit) in their next bathroom project, by age, 2025
- DIY bathroom project opportunities for brands
- Consumers want bathrooms that mirror their personal style
- Graph 34: percentage of consumers who like their bathroom to reflect their personal style, by household income, 2025
- Bespoke services and customisable options can help brands stand out in a crowded market
- Refurbished bathroom products are no longer viewed as second-tier options but as smart, sustainable and stylish choices
- Graph 35: percentage of consumers who think refurbished bathroom fittings are a good way to save money on bathroom projects, by age group and household income, 2025
- Leverage sustainability and guarantees as a selling point for refurbished bathroom fittings
- Opportunity to provide tailored refurbished bathroom fittings
- One-of-a-kind items are a major draw for refurbished products
- Older consumers (55+) and lower-income earners (under £15,500) show the strongest intention to spend on their bathrooms
- Graph 36: percentage of consumers who will prioritise spending on other areas of their home over their bathroom(s) in the next 12 months, by age and household income, 2025
- Inspiring next-level engagement among 16-34 year olds and affluent consumers
- Interest in AR/VR bathroom tools is especially strong among 16-34 year olds
- Graph 37: percentage of consumers interested in using Augmented Reality/Virtual Reality tools to help them visualise their next bathroom project (eg a tool that creates a virtual 3D model of your bathroom to preview new designs), by age, 2025
- Opportunities brands can leverage to make AR/VR bathroom tools indispensable for consumers across demographics
- Social sharing features can make AR/VR bathroom tools more engaging
- Reece’s 3D Planner – Imagin3D
- Younger consumers embracing smart bathroom fittings
- Graph 38: percentage of consumers interested in installing fittings with smart technology (eg app-controlled shower, voice-activated faucet), by age group, 2025
- Smart-enabled tailored bathroom experiences
- Highlight convenience and energy efficiency smart features
- Integration of health-focused technology is a compelling opportunity in this sector
- Hospitality-inspired open-plan bathroom trend
- Graph 39: percentage of consumers interested in an open-plan bathroom (eg bathroom that is integrated into a bedroom without walls/doors), by description of current home, 2025
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RETAILER ACTIVITY
- Comparing the leading retailers of bathroom furniture and accessories in the UK
- Dual demand for accessible DIY solutions and expert specialist offerings
- Standout growth rates in customer numbers and spending at Plumbworld
- Graph 40: leading specialists and non-specialist retailers of bathroom furniture and accessories, growth in spend and customer numbers, 2024/25
- Competitive strategies
- Victorian Plumbing pulls the plug on Victoria Plum
- Premium bathroom retailer CP Hart exclusive designer room sets
- IKEA target value shoppers with lower prices
- B&Q marketplace game changer
- Wickes increase bathroom product offerings by 1,000 in 2024
- The Range acquire Homebase assets
- Victorian Plumbing the UK’s largest bathroom retailer
- Kingfisher brands target high footfall areas
- Wickes and Easy Bathrooms store expansion
- Oxford Street store marks a milestone in IKEA’s strategy to increase accessibility
- Easy Bathrooms is the UK’s biggest store-based bathroom specialist
- Launch activity and innovation
- One-of-a-kind multisensory shower experience
- ‘Holistic’ bathtub takes the bathing experience to a new level
- A shower that tans you!
- Wellness-focused bathroom fixtures and fittings
- Smart toilets bring a new level of convenience and personalisation
- Water-saving features that reduce environmental impact
- Inclusive products can create bathroom spaces that work for everyone
- Advertising and marketing activity
- Advertising expenditure on bathroom furniture falls 36% in 2024
- Graph 41: total above-the-line, online display and direct mail advertising expenditure on bathroom furniture, 2021-25*
- Victorian Plumbing campaign embraces DIY spirit
- Professional expertise and installation
- Spa-like comfort
- A significant opportunity for brands to consider Podcasts in their digital marketing strategy
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APPENDIX
- Supplementary data – leading retailers
- Victorian Plumbing the top advertising spender
- 33% of bathroom furniture advertising spend is TV
- Graph 42: proportional distribution of above-the-line, online display and direct mail advertising spend on bathroom furniture, by media type, 2023-24
- Market forecast data and methodology
- Market forecast and prediction intervals (value)
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
- Nielsen Ad Intel coverage
- Snoop SpendMapper methodology
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