"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
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.
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:
The report also covers DIY retailers, bathroom specialists and online specialist retailers, as well as other general retailers.
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