2022 Update: A new study into bathroom consumer purchasing behaviours has been undertaken in collaboration with the Bathroom Manufacturers Association. The full results have been made available to members of the BMA. A report covering the key insights from the new study can be downloaded here
The 2018 TREND-MONITOR consumer insight report into bathroom purchasing trends.
For this purposes of this research, TREND-MONITOR was pleased to partner with The Bathroom Manufacturers’ Association, an independent forum for bathroom manufacturers trading in the UK. This partnership gave the association’s 60+ members the opportunity to contribute to the research structure, resulting in a focused piece of industry research that is directly relevant to manufacturers and retailers in this diverse market sector.
Alongside this consumer insight research, a second study called ‘Behind the Bathroom Door’ featured a 7-day bathroom habits and routines diary, which assessed participants’ water usage within privacy of their own bathroom.
The insight gained from these two studies answers important questions in terms of consumer requirements for their bathroom, how bathroom products are being used in the home, attitudes to water efficiency, and how this in turn influences consumer purchase behaviour for new bathroom products.
Report Overview
“This insight into consumer behaviour provides valuable information for our members and the bathroom industry.
Finding ways to save water and energy has never been more important and the results of this survey can influence future product development to help achieve this aim.
The surveys also show that compliance is an issue that needs to be addressed. Consumers are interested in having more information about products and have indicated that knowing a product was energy efficient would positively influence their buying decision.
This gives us all in the industry an opportunity to respond and promote products that display the Water Label.”
Yvonne Orgill, CEO, Bathroom Manufacturers Association
The research was undertaken via an online consumer survey with a nationally representative sample of UK householders who had purchased a complete new bathroom or cloakroom within the past two years.
The survey consisted of 42 multi-choice questions, plus qualifying and status questions and was conducted online during May 2018, targeting a response rate of 500+ respondents.
Key Findings
1. Additional Bathrooms & Cloakrooms
Households adding new additional bathrooms and cloakrooms (as opposed to replacing existing rooms) account for 10% of new bathroom/cloakroom installations. Half of these additional bathrooms/cloakrooms are being fitted for practical reasons such as mobility or disability issues, or to accommodate a large or extended family
2. Research Goes Off-Line
89% of householders undertake some kind of research prior to purchasing their new kitchen, with researching via a ‘bricks and mortar’ retail outlet being the most popular and useful research resource.
3. Shopping Around
Householders no longer expect to be tied to one retailer for all of their bathroom products, indicated by the 54% of bathroom installations which were purchased from more than one retail outlet
4. Space Availability
Products that make the best use of the available space are at the top of consumers wish-lists for their new bathroom, and ahead of other key purchase influencers such as quality and price.
5. More Information Please
Sales of water efficient products are being hampered by lack of customer awareness. Up to 80% of bathroom consumers indicated that water efficiency was a key purchase influencer, however over 40% were not made aware of the amount of water individual products will use.
Contents
FOREWORD
SCOPE & METHODOLOGY
KEY FINDINGS
ABOUT THE SURVEY RESPONDENTS
THE UK BATHROOM MARKET DRIVERS
SECTION 1: MOTIVATING FACTORS
SECTION 2: BATHROOM BUDGET
SECTION 3: BATHROOM CHOICES
SECTION 4: RESEARCH PRIOR TO PURCHASE
SECTION 5: CHOICE OF RETAILER
SECTION 6: THE BATHROOM FITTER
SECTION 7: ADDITIONAL BATHROOM ITEMS
SECTION 8: PURCHASE DECISIONS FOR SHOWER CONTROLS
SECTION 9: PURCHASE DECISIONS FOR SHOWER TRAYS
SECTION 10: PURCHASE DECISIONS FOR SHOWER ENCLOSURES
SECTION 11: PURCHASE DECISIONS FOR BATHS
SECTION 12: PURCHASE DECISIONS FOR TAPS
SECTION 13: PURCHASE DECISIONS FOR TOILETS
SECTION 14: EXTERNAL INFLUENCES
List of Charts
Chart 1: Type of Bathroom Fitted
Chart 2: Reason for Replacing Existing Bathroom/Cloakroom
Chart 3: Location of Additional Bathroom/Cloakroom
Chart 4: Total Bathroom/Cloakroom Budget
Chart 5: Budget by Bathroom Type
Chart 6: Bathroom Style by Budget
Chart 7: Research Breakdown by Type
Chart 8: Most Useful Research Undertaken Prior to Purchase
Chart 9: Choice of Retailer
Chart 10: Influential Factors in Choice of Retailer
Chart 11: Choosing a Bathroom/Cloakroom Fitter
Chart 12: Additional Items Purchased for the Bathroom
Chart 13: Choice of Shower Control
Chart 14: Influential Factors in Choice of Shower Control
Chart 15: Awareness Factors when choosing Shower Control
Chart 16: Choice of Shower Tray
Chart 17: Influential Factors in Choice of Shower Tray
Chart 18: Awareness Factors when Choosing a Shower Tray
Chart 19: Choice of Shower Enclosure
Chart 20: Influential Factors in Choice of Shower Enclosure
Chart 21: Awareness Factors when Choosing a Shower Enclosure
Chart 22: Choice of Bath
Chart 23: Influential Factors in Choice of Bath
Chart 24: Awareness Factors when Choosing a Bath
Chart 25: Influential Factors in Choice of Taps
Chart 27: Awareness Factors when choosing a Toilet
Chart 28: Main Influence on Choice of Products
Chart 30: Awareness of Damage Caused by Abrasive Cleaners
Chart 31: Source of Information Regarding Abrasive Cleaners