UK Bathrooms and Bathroom Accessories Market Report 2024
£ 2,195 (Excl.Tax)
Report Summary
Gain fresh consumer-led insights into the UK bathroom market. What impact has the cost of living crisis had on the bathroom accessories market? What innovations are driving change in the bathrooms industry? Answer these questions and more with this comprehensive market report.
Topics Analysed in this Report:
- The impact of the cost-of-living crisis on the bathroom market and consumer spending
- Analysis of the size of the market and forecast for the next five years
- Refits and installations undertaken and sources for inspiration for bathroom projects
- Leading retailers and advertising initiatives
- Consumer behaviour and attitude when planning a project for their bathroom, shower room or separate toilet/cloakroom
- Innovations in the bathroom market
- Report scope: 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.
UK Bathroom Market – Current Landscape
Amid the ongoing cost-of-living crisis, major bathroom renovation projects are being put on hold as consumers watch their finances, but they still have an appetite for lower-cost DIY improvements, which is driving demand for bathroom accessories. Energy prices are proving to be a major strain on household finances and energy-saving bathroom solutions are a high priority for consumers. With water prices expected to keep rising, there is room for further growth in the bathroom and bathroom accessories market.
- UK bathroom market size: UK bathroom market growth was slow in 2023, as consumers opted for cost-efficient upgrades over complete refits. In 2024, Mintel estimates consumer spending on bathrooms and bathroom accessories to reach £1.7 billion.
UK Bathrooms and Bathroom Accessories – Consumer Trends
Store-based retailers are by far and away the most popular destination for purchasing bathroom fittings, with this popularity peaking among younger consumers led by Gen Z, who are the most prolific bathroom renovators. In the competitive bathroom retail market, retailers that make in-store visits the best experience they can are likely to thrive. Tapping into AR and VR technology and creating experiential retail experiences that go beyond just selling bathroom fixtures can attract customers.
Purchase the full report for a complete analysis of the UK bathroom and bathroom accessories market and consumer, including in-depth market dynamics and trends driving innovation in the industry. Readers of this report may also be interested in Mintel’s UK DIY Retailing Market Report.
Meet The Expert
This report is written by Bridget McCusker. Bridget joined Mintel in October 2022 as a Research Analyst covering Retail focusing on home. Originally from Boston, US, Bridget holds a BSc in International Trade & Marketing for the Fashion Industries from the Fashion Institute of Technology. She relocated to London in 2021 to pursue her MSc in Global Affairs at King’s College London.
The ageing population, multi-generational households and growing emphasis on wellness offer exciting opportunities for bathroom brands.
Bridget McCusker
Research Analyst
Table of Contents
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Executive Summary
- Opportunities for the bathroom market
- Energy-efficient bathroom solutions are in demand
- Inclusive bathroom products a promising opportunity for bathroom brands
- Growing trend of wellness driving demand for at-home spa-like bathroom experiences
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Slower growth in 2024 as consumers opt for modest upgrades
- Economic challenges prevail, yet wellness presents a golden opportunity for bathroom brands to transform consumer priorities
- What consumers want and why
- 59% of homes have just one bathroom, and most households lack a separate toilet or cloakroom
- Graph 1: “How many bathrooms do you have in your household? Please include shower rooms, wet rooms and cloakrooms”, 2024
- 52% of consumers, led by high-income earners, have revamped their bathroom in the last three years
- Graph 2: “Which of the following has been done to the bathrooms, shower rooms or separate toilets/cloakrooms in your household in the last three years? Please select all that apply”, 2024
- Most bathroom purchases are from store-based retailers (76%) with IKEA the single most popular bathroom retailer (25%)
- Graph 3: “Where did you, your fitter or builder purchase the fittings for your most recent bathroom, shower room or separate toilet/cloakroom project? Please select all that apply”, 2024
- Almost half of consumers turn to social media for bathroom inspiration, with YouTube the most popular source
- Graph 4: “Which of the following have you used for inspiration for projects for your bathroom, shower room or separate toilet/cloakroom in the last three years? Please select all that apply”, 2024
- Updating appearance is the top priority in a bathroom project, followed by improving energy efficiency, and then functional necessity
- Graph 5: “Which of the following would you prioritise when planning a project for your bathroom, shower room or separate toilet/cloakroom? Please rank up to 3 in order of importance, with 1 being the most important,”, 2024
- Most are satisfied with their existing bathrooms and are likely to make smaller upgrades, such as changing taps
- Graph 6: “Do the following statements apply to you?”, 2024
- Retailer activity
- Retailers leverage own-brand value, spa-like experiences and lower prices
- Innovation and marketing
- Space- and energy-saving fixtures, ‘try before you buy’ bathroom experiences, smart tech and online retail
- Bathroom furniture advertising spend drops 69% in 2023, with Victoria Plum cutting its budget by 94%
- Graph 7: total above-the-line, online display and direct mail advertising expenditure on bathroom furniture, 2020-24*
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Market Dynamics
- Market size
- Softer growth in 2024, with consumers leaning towards smaller-ticket upgrades
- Graph 8: market size for bathroom and bathroom accessories, 2020-24
- Market forecast
- Bathrooms and bathroom accessories market to grow 16% between 2024-29
- Improving economy, strengthening housing market and demographic shifts will drive spending on bathrooms in the coming years
- Market segmentation
- 87% of bathroom spending dedicated to fittings and furniture
- Graph 9: market estimates for bathroom furniture and accessories spending, 2020-24
- Showers the leading product, with one quarter of sales
- Graph 10: market estimates for bathrooms, 2024 (est)
- Showers the leading product, with one quarter of sales
- Macro-economic factors
- Furniture deflation and overall inflation easing
- Graph 11: CPI and household furniture inflation rate, 2023-24
- Wages growth outpacing prices, but this is slowing
- Graph 12: real wage growth, annual % in wage growth vs inflation, 2020-24
- Interest rates expected to fall in 2024, but borrowing pressures will remain
- Positive signs of a resurgence in house-buying activity has the potential to boost the bathroom market
- Graph 13: number of property residential transactions with a value of over £40,000 completed in the UK, 2020-24
- Home ownership edges up as rents soar
- Graph 14: English housing tenure, 2018/19-2022/23
- The cost-of-living crisis is still a problem, but messaging around wellness can cut through
- Graph 15: perception of the state of the cost-of-living crisis in the UK, 2024
- 43% of consumers impacted by higher energy prices
- Graph 16: cost-of-living-related issues noticed in the last two months, 2024
- Recovery in financial wellbeing has stalled, though most are doing OK financially
- Graph 17: the financial wellbeing index, 2016-24
- Consumer confidence is fragile, though most expect to get by over the coming year
- Graph 18: the financial confidence index, 2016-24
- More consumers planning to spend on the home
- Graph 19: “Which of the following have you done over the last three months? And which do you plan to do over the next three months? Please select all that apply”, 2024.
- Social and environmental factors
- Ageing population and growth of multi-generational households will be key trend drivers in the bathroom market
- Graph 20: population projections, 2024-44
- Bathroom retailers should highlight sustainability to increase their competitive advantage
- Graph 21: consumers who agree that they “expect brands to take the lead on addressing environmental issues”, 2024
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What Consumers Want and Why
- Presence of bathrooms
- Most consumers (59%) have just one bathroom in their household
- Graph 22: “How many bathrooms do you have in your household? Please include shower rooms, wet rooms and cloakrooms”, 2020-24
- Larger houses typically have more bathrooms
- Graph 23: “How many bathrooms do you have in your household? Please include shower rooms, wet rooms and cloakrooms”, by current home type, 2024
- Homeowners most likely to have more than one bathroom
- Graph 24: “How many bathrooms do you have in your household? Please include shower rooms, wet rooms and cloakrooms”, by housing situation, 2024
- Most consumers lack a separate toilet or cloakroom, though these are more common in hybrid-working households
- Graph 25: “Do you have one or more separate toilets/cloakrooms (eg downstairs toilet) in your household?”, 2020-24
- Refits and installations
- Financial constraints make small bathroom renovations more popular than large-scale upgrades
- 52% of consumers have revamped their bathroom in the last three years
- Graph 26: “Which of the following has been done to the bathrooms, shower rooms or separate toilets/cloakrooms in your household in the last three years? Please select all that apply”, 2024
- High-income earners drive steady bathroom renovation trend, low-income participation drops
- Graph 27: “Which of the following has been done to the bathrooms, shower rooms or separate toilets/cloakrooms in your household in the last three years? Please select all that apply”, by household income, 2024
- Offer value and help consumers achieve their dream bathroom for less
- Second-hand options sit well with stretched budgets
- Recent bathroom projects have focused on free-standing accessories, providing a fresh update without breaking the bank
- Graph 28: “Which of these was done most recently? If more than one was done simultaneously, please select the one that cost the most”, 2024
- ‘No-demo reno’ range taps into the trend of people wanting to give their bathrooms an affordable face-lift
- Home owners and those most committed to their current homes lead the charge when it comes to a complete bathroom refit
- Graph 29: “Which of these was done most recently? If more than one was done simultaneously, please select the one that cost the most”, 2024
- Where they shop
- 86% of Gen Z’s bathroom purchases are from store-based retailers
- Graph 30: “Where did you, your fitter or builder purchase the fittings for your most recent bathroom, shower room or separate toilet/cloakroom project? – NET”, 2024
- Leading retailer for bathroom fittings is IKEA with 25% buying from them
- Graph 31: “Where did you, your fitter or builder purchase the fittings for your most recent bathroom, shower room or separate toilet/cloakroom project? Please select all that apply,” 2024
- IKEA the most popular bathroom retailer for low- and high-income earners
- Graph 32: “Where did you, your fitter or builder purchase the fittings for your most recent bathroom, shower room or separate toilet/cloakroom project? Please select all that apply,” by income, 2024
- IKEA improves the customer experience with new self-service kiosks
- B&Q the most popular bathroom retailer for Gen X and Baby Boomers
- Graph 33: “Where did you, your fitter or builder purchase the fittings for your most recent bathroom, shower room or separate toilet/cloakroom project? Please select all that apply,” by generation, 2024
- Shift towards buying from IKEA instead of B&Q, with stability in purchases from both physical and online bathroom specialists
- Graph 34: “Where did you, your fitter or builder purchase the fittings for your most recent bathroom, shower room or separate toilet/cloakroom project? Please select all that apply,” 2022 and 2024
- Be more than just a bathroom showroom
- Sources of inspiration
- YouTube the biggest source of inspiration for bathroom projects
- Graph 35: “Which of the following have you used for inspiration for projects for your bathroom, shower room or separate toilet/cloakroom in the last three years? Please select all that apply,” 2024
- Social media platforms are the go-to for connecting with younger bathroom shoppers
- Graph 36: “Which of the following have you used for inspiration for projects for your bathroom, shower room or separate toilet/cloakroom in the last three years? Please select all that apply,” by generation, 2024
- AI and shoppable content has the potential to significantly enhance the role of social media
- Friends and family are a common source for bathroom inspiration
- Tradespeople can showcase before and after bathroom transformations to build trust
- Priorities when planning a bathroom project
- Bathroom projects primarily motivated by aesthetic desires, followed by improving energy efficiency, and then functional necessity
- Graph 37: “Which of the following would you prioritise when planning a project for your bathroom, shower room or separate toilet/cloakroom?” – NET Any rank, 2024
- 45% place importance on aesthetics when planning a bathroom project
- Brands working alongside designers and influencers to help consumers elevate bathroom aesthetics
- Rising energy prices and eco-consciousness drives demand for energy-efficient bathroom solutions
- Energy-saving bathroom solutions a higher priority for lower-income consumers hit hardest by rising energy prices
- Graph 38: percentage of consumers who prioritise saving energy when planning a project for your bathroom, shower room or separate toilet/cloakroom, by income, 2024
- Graph 39: percentage of consumers who prioritise saving water when planning a project for your bathroom, shower room or separate toilet/cloakroom, by income, 2024
- Tap into consumers’ energy concerns
- Slow property market a motivating factor for 43% of home owners to opt for bathroom projects that add value to their home
- Graph 40: 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, 2024
- Multi-generational living arrangements a motivation behind 21% of bathroom projects
- Embed inclusive design into bathroom products
- Bringing the spa experience home
- A fifth of consumers want to create a spa-like bathroom space
- Sustainability a higher priority for younger consumers
- Eco-friendly bathroom furniture with circular principles in mind
- Behaviours and attitudes in the bathrooms market
- Most are satisfied with their existing bathrooms and are likely to only make smaller upgrades
- Graph 41: “Do the following statements apply to you?”, 2024
- A fifth of consumers are unhappy with their current bathroom(s), which presents a market opportunity
- Smaller bathroom upgrades with financial concerns making large-scale renovations less important
- Customised fixtures encourage consumers to spend more
- Customised bathroom solutions just a click away
- Bespoke bathroom products catering to different lifestyle needs
- Hyper-personalised bathroom fixtures and fittings with 3D printing
- Younger consumers show a higher interest in DIY bathroom projects
- Graph 42: “I am more likely to take on a bathroom project myself than hire a professional”, 2024
- On-demand help and guidance
- Utilise social media to share how-to guides and drive sales
- Empowering older generations to undertake DIY bathroom projects
- Maximising existing bathroom space
- Creative space-efficient designs that make the most of limited bathroom space
- Roca’s award-winning combined washbasin and toilet
- Premium end of the bathroom market poised for growth
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Innovation And Marketing Trends
- Retailer Activity
- Victorian Plumbing acquires rival Victoria Plum
- CP Hart upgrade flagship London store, the largest premium bathroom showroom in the UK
- IKEA sales boosted by a 19% increase in online sales
- Kingfisher reports higher sales but bathroom spending drags
- Subdued sales of bigger ticket items and Design & Install dip at Wickes
- Homebase reportedly up for sale, with B&M and The Range potential buyers
- Victorian Plumbing the UK’s largest bathroom retailer
- Big-box retailers expanding through smaller-format stores in urban areas
- Easy Bathrooms open 55,000 sq ft superstore
- Screwfix plans to open up to 40 new stores in the next 12 months, moving closer to its target of 1,000
- Launch activity and innovation
- Limited living spaces drives demand for space-saving bathroom furniture
- Folding furniture offers the flexibility to maximise space utilisation
- New premium bathroom online retailer
- Marketplace offering a seamless bathroom shopping experience
- ‘Try before you buy’ bathroom shopping experience
- 4D virtual reality bathroom furniture shopping experience
- Bridge the gap between online and offline shopping with ChatGPT
- AI chatbots can help shoppers make more informed purchasing decisions
- Match consumers’ desire for energy-saving bathroom options
- Integrating smart tech into bathrooms aligns with the trend toward smart homes
- Bathroom in a box
- Toilet tech to monitor and improve health
- U-Scan — hands-free urine-lab
- Advertising and marketing activity
- Bathroom furniture advertising spend slumps 69% in 2023
- Graph 43: total above-the-line, online display and direct mail advertising expenditure on bathroom furniture, 2020-24*
- B&Q ‘You Can Do It’ campaign instills confidence in individuals tackling bathroom tasks themselves
- Victoria Plum’s first TV ad campaign featuring brand ambassador Helen Skelton
- Wickes partners with Magic Radio
- Social media marketing can build stronger customer relationships with young consumers
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Appendix
- Supplementary data – leading retailers
- Leading retailers market share of all bathroom and bathroom accessories spending
- Online bathroom retailer Victorian Plumbing the top advertising spender
- 70% of bathroom furniture advertising spend is digital and TV
- Graph 44: proportional distribution of above-the-line, online display and direct mail advertising spend on bathroom furniture, by media type, 2022-23
- Market forecast data and methodology
- Market forecast and prediction intervals (value)
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Methodology
- Consumer research methodology
- Nielsen Ad Intel coverage
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