Category Archives: Bathroom

Here you will find the latest trends, analysis and insight affecting the UK bathroom market. Our intelligence comes from the world’s leading authorities and our own team of experts, exploring everything from product trends and consumer behaviour to the impact of social, economic and environmental megatrends. Our updates and reports are designed to give you a clear understanding of where your market is heading and enable you to steer your business accordingly.

Introducing Trend-Monitor Interactive

Trend-Monitor-Interactive

Our new Interactive Insight Partner Plan is about to go live.

Subscribers to the Interactive Insight Partner plan are able to interrogate and analyse the data behind our consumer insight surveys to gain specific insights for their brand.

This video explains Trend-Monitor Interactive in more detail

The data from our consumer insight survey is broken down into a series of online dashboards which focus on the different aspects of the research and have a number of ways to filter and analyse the relevant data.

Track the purchase journey for your target market from their purchase motivations, their research resources prior to purchase, through to their choice of retail outlet.  Find out why they chose one retail outlet type over another.  Investigate the factors which influence product choice, filtered by age grouping, gender, household structure, income or budget, and build up a demographic profile for each product category.

Filter and compare the data, before downloading and embedding charts into your marketing plans and presentations

 

Find out more about Trend-Monitor Interactive >

Bathroom Trends Spotted at Salone del Mobile 2018

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The International Bathroom Exhibition at Salone del Mobile in Milan is where tomorrow’s bathroom ideas and concepts are conceived. This year’s edition saw 243 exhibitors set up stands in an area of 20,600 square metres, showcasing a huge array of products geared to rest and relaxation.

In it’s seventh year as a standalone exhibition, the innovative focus was on sustainability. Cutting edge products for modern bathrooms reflected today’s strong demand for efficiency and energy saving, with the accent on water efficiency, indoor pollution prevention and personal health.

Here are the top eight bathroom trends we spotted.

 

Bathroom Trend #1: More is more

Is less still more? The notion that good design is rooted in simplicity has been widely accepted since the 2000s. However, it’s all change now, because maximalism is powering into the bathroom with vivacious colours, graphic patterns and unapologetically luxurious pieces.

For her second collaboration with Bisazza, India Mahdavi has turned the traditional clinical white bathroom on its head with sanitaryware in three exuberant colours: pistachio, blueberry and strawberry (shown). To complement the bathroom collection, Bisazza and Mahdavi also plan to launch Pinstripe, a new mosaic pattern that takes its design cue from its namesake.

This overtly pop aesthetic – a recurring trait in Mahdavi’s projects – was also adopted by Glass Design for its radical Ettore Sottsass basin. It’s a fitting tribute to the man who inspired it.

The Mahdavi collection in strawberry by India Mahdavi for Bisazza is rewriting the rules.
 www.bisazza.it

 

Glass Design’s new Ettore Sottsass basin is fashioned from glass and features a bold pattern befitting of its inspiration.   www.glassdesign.it

 

Bathroom Trend #2: Unexpected forms

Most bathroom designs are content to play follow my leader, but a few step up to challenge design stereotypes. The reward for bravery is attention – sometimes positive, sometimes negative. But, as Oscar Wilde said, ‘The only thing worse than being talked about is not being talked about.’

As we jostled to see the debut of Paolo Ulian’s Intreccio marble washbasin for Antoniolupi, the reaction around us was mixed. For our part, we fell in love at first sight, not least because in the course of investigating the relationship between an ancient material and new processing techniques, Ulian has successfully forged a fresh approach to basin design.

It was a similar story on the Oasis stand, where the launch of its Plissé freestanding basin caused quite a stir. Crafted from opaque white ceramic, Plissé takes a fashionable approach to interiors with its cinched-in waist to better accentuate its pleating. It’s not one for the minimalists, but haven’t they had their say already?

The shape of the Intreccio basin by Antoniolupi recalls that of a wicker basket. Designed by Paolo Ulian, it’s seen here in marble. www.antoniolupi.it

 

Fashioned from white ceramic, Plissé from Oasis features a pleated ‘body’ that’s cinched in at the waist with a gold or chrome metal ring. www.oasisgroup.it

 

Bathroom Trend #3 Going green

Nowadays, the influence of nature on design is less of a trend and more of a given. That said, the connection appears more pronounced now than previous years. Take green, the colour most synonymous with nature and the great outdoors. In 2017, greens were all light, bright and leafy. Since then, the colour has taken a darker turn, adopting a more masculine feel.

Bette’s BetteLux Shape bath is an excellent case in point, shown in a new Forest finish that changes shade depending on how the light falls. This gives the glazed titanium steel from which the bathroom specialist manufactures its designs an optical depth that makes it look almost alive.

A dark green bath isn’t for the faint-hearted. In light of this, Ritmonio has gone green (but on a much smaller scale), casting its Haptic showerhead in eight colours, including Amazzonia.

Forest lends a nature-inspired look to the BetteLux Shape bath from Bette. www.bette.de

 

Made of concrete, the Haptic showerhead from Ritmonio is featured in Amazzonia, one of eight colours from its ‘World’s colours’ collection. www.ritmonio.it

 

Bathroom Trend #4: Ode to orange

What are your thoughts on burnt orange? Too bold? A bit brassy? If you’re cautious about colour, you might be tempted to give it a miss. However, used sparingly, a pop of burnt orange injects warmth into a restrained aesthetic.

Consider, for example, Kartell by Laufen’s accessory collection, now available in an expanded colour palette including burnt orange. Paired with white sanitaryware, it adds a palpable joie de vivre to a space without overpowering it.

For a more muted take on orange, look to matt finishes that absorb light rather than reflect it. The result is understated elegance. Once again, Ritmonio has nailed it with its new range of colours. Shown below is Sahara.

Kartell by Laufen has boosted its accessories range with burnt orange. www.laufen.com

 

The Haptic tap by Ritminio features a concrete handle in Sahara, one of eight colours from its ‘World’s colours’ collection. www.ritmonio.it

 

Bathroom Trend #5: The beauty of black

Orange is not yet the new black when it comes to bathrooms. In fact, black is still around in all its sleek and stylish glory. Pair it with metals to add a touch of glamour to your bathroom; offset it with white to work the classic monochrome look; contrast it with a bright colour to make your scheme pop.

A few of our favourite black designs from Salone del Bagno include:

The metal insert is not only a beautiful design feature of the Tao washbasin by Kreoo, but it also simplifies production. The sectioning of the washbasin allows Tao to be carved from multiple small blocks of marble, reducing the waste of material. www.kreoo.com

 

All elements of Devon & Devon’s Black Diamond collection are made of turned brass and black ceramic, and are distinguished by elegant diamond-edged black glass jewel ends. Available finishes in addition to chrome include light gold, polished bronze and nickel. www.devon-devon.com

 

Bette dabbled in the dark side and showed BetteLux Shape in its new Midnight finish. www.bette.de

Bathroom Trend #6: A question of personal taste

There are no rights or wrongs when it comes to decorating a bathroom in 2018. Ultimately, it doesn’t matter what you choose as long as you pick pieces that speak to you.

Perfectly timed to chime with this spirit of personalisation is MyEdition from AXOR, a new collection of taps created in collaboration with Stuttgart-based design studio Phoenix that’s designed for those who want to be different. The taps can be customised in a choice of materials including the usual suspects – metal and marble – as well as a couple of more unexpected options, wood and leather.

For its 25th anniversary, AXOR presented AXOR MyEdition, a new dimension of individualisation developed by Phoenix Design. www.hansgrohe.co.uk

Bathroom Trend #7: Rest and relaxation

Customisation isn’t the only way for individualism to manifest itself in the bathroom. It takes place behind the scenes too. Take digital showers, which cut out the need for temperamental manual controls to achieve the perfect water temperature. Instead, you can set temperature at the touch of a button.

Digital showers are just the beginning. Glass1989 presented new additions to its SpaRituals collection, including the Mawi bathtub, which boasts SkinSublime, which fills the water with oxygen-rich micro bubbles. These are said to improve cellular regeneration, stimulate collagen production and combat free radicals that cause skin ageing.

Meanwhile, Kos debuted its Quadrant Pool Relax by Ludovica + Roberto Palomba. A mini infinity pool suitable for indoors and outdoor use, its features include the Milk system, which releases tiny oxygen particles into the water, turning it from clear to milky white. Kos claims that the system helps tone muscles, stimulate skin hydration and restore tired bodies.

New additions to Glass1989’s SpaRituals collection included the Mawi bathtub.  www.glass1989.com

 

Ludovica + Roberto Palomba designed the Quadrant Pool Relax for Kos. It’s suitable for both indoors and outdoors. www.zucchettikos.it

 

Bathroom Trend #8: Living bathroom

Trends seen at trade exhibitions don’t become mainstream overnight. Some bubble under the surface for years before becoming mainstream. Take the living bathroom, the idea that the bathroom is another living space and should be treated as such. This thinking has been the subject of many a trends discussion (and has subsequently filtered into luxury homes) but it’s still a new concept for the majority.

What helps the cause is when big brands pick up the mantle. Cue VitrA, which unveiled Plural, its new living bathroom concept, at the exhibition. Created in collaboration with American designer Terri Pecora, Plural introduces the bathroom as a social hub where people meet and reconnect with themselves, their close friends and family. To signify the sense of warmth and domesticity, Pecora has conceived organic-shaped design elements in neutral colours and wood finishes that can be used in multiple combinations to form a personalised intimate setting.

“At VitrA, we wanted to create a new methodology that responds to the recent evolution of the bathroom ritual,” explains Erdem Akan, design director at VitrA.”We focused on the time spent in the bathroom and our interaction within the space rather than the products.”

Plural by American designer Terri Pechora for VitrA comprises organic-shaped elements in neutral colours and wood finishes. www.vitra.com

 

 

Design and Innovation in the Bathroom Market 2018

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This report tracks design and innovation trends, both within the bathroom market and the wider environments. 

Our design and innovation team evaluates new innovations, designs and technology for bathrooms, looking beyond the latest colour and material fads to provide a clear picture for new product development teams.

 

This report will be published in December 2018

If you are a Bathroom category Insight Partner, this report will automatically be added to your account

 

Bathroom Product Purchase Process, Consumer Insight 2018

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This report evaluates the ‘how, what, why and where’  decisions within the consumer purchase process for a complete new bathroom.

Our research investigates the motivations behind the purchase of a bathroom, where consumers research prior to purchase, how they chose between different products, how the area is planned and designed, the barriers to sales, the major influences during the process, why a retail outlet is chosen and much more

 

This report will be published in September 2018

If you are a Bathroom category Insight Partner, this report will automatically be added to your account

 

Note: This report is a collaboration between Trend-Monitor and the Bathroom Manufacturers’ Association.  If you are member of the BMA, you will receive a promo code which will allow you to access this report.  
If you haven’t received this code, please contact the BMA.

 

Bathroom Behaviours and Product Usage Report 2018

Trend-Monitor Bathroom Behaviour and Product Usage

This report is the result of a 7-day diary study which follows 50 UK householders as they go about their daily bathroom activities, and offers a real understanding into bathroom behaviours and product usage. 

The study is in the format of an online interactive diary with two-way, real-time communication between the researchers and the participants.  This enables daily tasks to be set, further details requested, images and videos uploaded, different workday and rest day behaviours to be captured, and much more.

By conducting diary studies which follow homeowners in real time as they use products within their homes, we are able to provide true insights into where product improvements can be made and the opportunities for new product development.

This report will be published in September 2018

If you are a Bathroom category Insight Partner, this report will automatically be added to your account

 

Note: This report is a collaboration between Trend-Monitor and the Bathroom Manufacturer’s Association.  If you are member of the BMA, you will receive a promo code when the report becomes available which will allow you to access this report. 

Bathroom Brand Tracker Report 2018

Trend-Monitor-Bathroom-Brand-Tracker

Our bathroom brand tracker monitors awareness, perception, position and associations of a number of different bathroom brands.

Long purchase cycles and disparate routes to market for bathroom products has historically meant low awareness and loyalty for many bathroom brands.  However, this is changing with the rise of ‘influencer’ platforms using social media to promote home improvement brands directly to the consumer.

Our brand tracker is a valuable tool to understand how consumer awareness and brand perceptions are changing over a period of time and in comparison to competitor brands

 

This report will be published in January 2019

If you are a Bathroom category Interactive Insight Partner, this report will automatically be added to your account

 

Global Megatrends and their influence on the KBB Market 2018

Trend-Monitor-Global-Megatrends-Report-2018

This report highlights a number of key global megatrends and assesses the impact these global phenomenons will have on the KBB market in the future.

This analysis of the bigger social, demographic, economic, environmental trends explains how these mega-trends interact with each other and influence today’s consumer in terms of how they live their lives and consequently the type of products they will buy for their homes

For each global megatrend, there are a number of associated macrotrends which are felt at a local level and the challenge for today’s business leaders is to analyse these major global shifts, to look at the different opportunities they represent and move their organisations to respond accordingly, at the same time as being resilient to a constantly fluctuating global landscape.

 

This cross-category report will be published in November 2018

If you are one of our Insight Partners, this report will automatically be added to your account

 

Retail Trends and their influence on the KBB Market 2018

Trend-Monitor-Retail-Trends-2018

Our round up of retail trends sheds light on where retailing is going in the future and how this will influence KBB retailers. 

We focus on how the different trends interact with each other and they will determine the way in which consumers will want to buy their kitchens, bathrooms and surfaces in the future.

 

This cross-category report will be published in October 2018

If you are one of our Insight Partners, this report will automatically be added to your account

 

Latest research into adding value to a home

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New research from the Federation of Master Builders (FMB) and the HomeOwners Alliance (HOA), estimates that it’s possible to add almost £50,000 to the value of a home in just seven days.

The key findings from this research into the projects which can add the most value to a home, in the shortest space of time and in particular parts of the country, include:

  • Removing an internal wall to create an open plan kitchen and diner can add £48,417 in seven days to an averagely priced home in London;
  • Building a garden room or outside playroom for the kids can add £35,611 in 14 days to an averagely priced home in Surrey;
  • Investing in kitchen improvements such as new flooring, a new worktop and new cabinet doors can add £26,838 in eight days to an averagely priced home in Dorset
  • Converting a cupboard under the stairs into a downstairs toilet can add £26,708 in seven days to an averagely priced home in Surrey;
  • Converting part of the master bedroom into an en suite bathroom can add £14,525 in 11 days to an averagely priced home in London;
  • Building a new driveway can add £13,354 in nine days to an averagely priced home in Surrey;
  • Installing decking and lighting in the back garden can add £8,946 in seven days to an averagely priced home in Dorset.

Below is their list of projects, costs and the value they can add to a home, broken down by region

Trend-Monitor-FMB research

 

Source: Federation of Master Builders

 

What happens behind the closed bathroom door?

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Why do we spend so long in the shower?  How often is a double-flush required?  How deep is the bath filled?  Is it hot water or cold water first?  How often is the toilet really cleaned?  Does face washing require the plug to be in or out?

What really goes on in the privacy of our bathrooms? 

In April we will be finding out ….

We have asked 50 UK householders to take part in a unique 7-day study into what happens behind the closed bathroom door, in order to get a real understanding of bathroom habits and behaviours,

The study, which is a collaboration between Trend-Monitor and The Bathroom Manufacturers Association (BMA),  is in the format of an online interactive diary with two-way, real-time communication between the researchers and the participants.  This enables daily tasks to be set, further details requested, images uploaded, different workday and rest day behaviours to be captured, and much more.

Alongside the diary study, a quantitative survey will question 500 homeowners on their decision-making process when purchasing a new bathroom and evaluate their satisfaction levels after purchase.  Plus record their awareness of water regulations and legal compliance whilst making their purchases.

“This is the first time any organisation from our industry has questioned the consumer in so much detail about their bathrooms and how they use bathroom products,” said BMA CEO Yvonne Orgill.

“The results of the research will aid the BMA to talk with clarity and credibility when working with the government and other organisations on water issues.”

Jane Blakeborough, research director at Trend-Monitor comments “We have been wanting to run a study of this type for some time now and partnering with the BMA has meant that we have been able to work closely with bathroom manufacturers to understand what it is they really want to know about bathroom product usage in the home environment”

The results of both studies will be made available to BMA members and Trend-Monitor Insight Partners.

For more information, please contact jane@trend-monitor.co.uk, tel 0113 209 3288