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.

Influencer Interview – Will Higham, Consumer and Behavioural Futurist

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Will Higham is one of the world’s most respected behavioural futurists.  He has informed 1000’s of business leaders via his talks, consultancy, articles and book ‘The Next Big Thing’. He’s spent almost 30,000 hours over the last 15 years analysing consumer trends and their implications for business.

In this interview, we talk to Will about the consumer trends he thinks will have the greatest influence on the way we use our homes in the future. 

Interview by Emma Hedges

TM. How has the trend for multi-generational living come about?

WH. One of the big trends we’ve seen over the past few years has been towards one-person homes, however, while the drive towards the single home is still happening among older people, we’re now starting to see a reaction against it towards larger households.

For financial reasons, and also for social and emotional reasons, young people are not leaving the family as early as previous generations did, and they are content to stay at home. There are broadly closer ties between parents and children now, and they are typically doing more together – more family holidays, more evening and weekend meals. In the same way that businesses have flatter hierarchies, so do families – more and more the parents and children are making joint decisions.

Millennials and post-millennials have grown up in a risk-averse society, with lots of people telling them they’re in danger all the time, so they have this sense of friends and family being an important community. There’s three times as many 25 to 34 year olds living with their parents as living on their own right now.

The other thing is that while some elderly people are living on their own, more of them are starting to move back to their children’s homes, for financial reasons and because of health issues. People are living longer so there’s a longer period of care required, and for a lot of them, their savings aren’t going as far as they thought they would.
Next year we’re going to have the most three-generation households ever seen in this country - Will Higham, Behavioural Futurist @NextBigThingCo Click To Tweet


TM. What impact do you think this trend will have on kitchens and bathrooms?

WH. This has huge potential impact on kitchens and bathrooms. You need to have more bathrooms if you’ve got more people in a home, but also the bathroom needs to be functional for all three generations. They need to be safe, with more rails, as well as offer an escape for people to get away from the big household.

This trend is also going to accelerate the kitchen diner and kitchen as a social place. There’ll be things in the kitchen that people won’t use as much as they become less well, and things such as microwaves that they may use more. Kitchens may become even bigger.

And one thing that bathroom and kitchen manufacturers need to focus on is the fact that we will see a huge growth in care homes. That’s a major market for them to bear in mind.
The three-generation household will accelerate the kitchen as a social place - Will Higham, Behavioural Futurist @NextBigThingCo Click To Tweet


TM. How is ‘Generation Rent’ impacting the way people use their homes?

WH. The younger generation can’t afford to buy houses at the moment, and they’re having to rent, but one of the biggest rises we’ve seen in rental is amongst older consumers – a 500% increase in thirty-to-forty-something renters over the past five years.

The sense of the importance of ownership itself is starting ease away. This is a generation that grew up with constantly upgrading their mobile phone, and now you can rent things, download things, subscribe to them – I can access a car but I don’t need to own one. So when it comes to our homes, are we going to go back to this idea of renting our furniture and our TVs, and are manufacturers and retailers going to offer us opportunities to rent and upgrade things? Or are we going to be able to get a basic fridge, but then get a smart device we can plug into it?

One of the biggest rises we’ve seen in the rental market is amongst older consumers – a 500% increase in thirty-to-forty-something home renters over the past five years - Will Higham, Behavioural Futurist @NextBigThingCo Click To Tweet


TM. How do you see technology impacting on kitchens and bathrooms?

WH. We’re on the cusp of huge changes with the technology side of kitchens and bathrooms, and if manufacturers get it right, I see people adopting it very quickly. I think the smart home will really start to take off in the next five years. The trouble with the smart home is that the technology has been a little bit behind the ideas.

I think we’ll see more intuitive and ‘calm’ technology, that isn’t in your face and will do things without us asking it to. It’s interesting to see the incredible rise of voice assistants like Alexa, which is easy to operate and feels human. We will definitely see more voice control in kitchens and bathrooms, partly for convenience and also for safety. They’re places where it’s difficult to use traditional personal technology.

And the smart mirror in the bathroom is the equivalent of the smart surface in the kitchen for me. Being able to weigh things on the kitchen surface is one thing, but the smart mirror will be able to tell you about your BMI, your health, and so on.
We’re on the cusp of huge changes with the technology side of kitchens and bathrooms, and if manufacturers get it right, I see people adopting it very quickly - Will Higham, Behavioural Futurist @NextBigThingCo Click To Tweet


TM. How is hybrid living affecting the home?

WH. Britons are now spending 90% of our lives indoors, whether it’s at home or in the office. More and more of us are working for ourselves, and the number of entrepreneurs is going up, particularly among slightly older women. Increasingly we want to run our own thing, so the two growth areas are the shared office and the home work-space.

The hybrid home is interesting as we’re seeing a general hybridisation of the home. We have a kitchen diner that looks increasingly like another living room, and furniture and technology that can be moved from room to room. As our lives flow through the house we can make the house whatever we want, whenever we want it.
We’re seeing a general hybridisation of the home. We have a kitchen diner that looks increasingly like another living room, and furniture and technology that can be moved from room to room. As our lives flow through the house we can make… Click To Tweet 


TM. Tell us about the trend for pet ownership?

WH. The idea of family, neighbours, work colleagues, people we share a hobby or an interest with – the one thing that’s increasingly added to these small trust groups is a pet. A lot of people who aren’t having families are having pets – ‘fur babies’ – and the amount of money we’re spending on them is phenomenal. We’re spending more in terms of the type of food we’re buying for them, the type of habitats we’re creating for them. It certainly affects the kind of holidays we can have – there are now more pet-friendly hotels and restaurants.  And in the same way that people think about a child when they’re fitting their bathroom and their kitchen, they will be thinking about their pets when they’re doing that.
In the same way that people think about a child when they’re fitting their bathroom and their kitchen, they will be thinking about their pets when they’re doing that - Will Higham, Behavioural Futurist @NextBigThingCo Click To Tweet


TM. Are there any behaviours that will affect how we buy big-ticket items in the future?

WH. We’re seeing the idea of the ‘signature’ piece across so many industries. The small specialist artisanal producers at one end and the mass on the other – those are the areas that are working, and the area in the middle isn’t working so well. I think this will happen more within homeware – there will be a few statement pieces, and there will be a higher turnover of the little items we only have for a short time, like stools or tables.

Generally, I think we’ll have more sustainable furniture, as consumers are starting to be willing to pay a little bit more for something that’s sustainable. In terms of technology-led items like cookers, fridges and showers, it may be that we buy ‘dumb’ products that we can upgrade the software on, like the little stick we have that we can put in the side of the TV. We will definitely see big-ticket items becoming smarter.
The three-generational household will impact the sorts of big-ticket items we buy. Instead of two people deciding on it, there will be half a dozen - Will Higham, Behavioural Futurist @NextBigThingCo Click To Tweet

Find out more about Will Higham at www.next-big-thing.net

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Trend-Monitor Report

Understanding The Kitchen and Bathroom Consumer in 2019

Find out more

Six things you didn’t know people did in their bathrooms

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When we asked 50 householders to participate in our seven-day confidential diary study Behind the Bathroom Door, we discovered some interesting things…

No.1 Dog Days

The bathroom is no longer reserved for people.  22% of people wash their dog in the bathroom either in the bath or the shower, with some respondents doing this as often as once a week. In the UK we are in the process evolving from being a nation of pet lovers to being a nation of ‘pet parents’. While the UK birth rate is declining, the dog population has reached 8.5million and 24% of households own at least one dog (Source PFMA). As we treat our ‘fur babies’ more as members of the family than pets, it appears our dogs are now beginning to have access to our bathroom spaces. 

No.2 Down the Pan

As well as using the toilet to dispose of paper, tissues, sanitary products, dental floss, nail clippings and dirty mop water, a small number of participants revealed that they use the toilet to get rid of liquid foods such as soup and gravy.

No.3 Around the Block

The main cause of toilet blockages is too much paper, although wipes and toilet ‘blue’ cleaning blocks are also culprits, and 38% of toilets have been blocked at some point. When it comes to unblocking the toilet, a variety of techniques are used. The most popular remains the plunger, but others include poking with a stick, using coat hangers, donning rubber gloves to unblock manually, and leaving for a while and then flushing again with bleach.

No. 4 That’s Entertainment

It seems that people enjoy being entertained while having a bath, with 41% of participants who regularly took baths revealing they like to read either a book, newspaper, magazine or a Kindle. 7% will watch a film or TV shows on either their phone or tablet, and 7% will listen to the radio. 30% like to use candles or dim the lights to create the right ambience, and 1 in 5 participants said that they occasionally enjoy a glass of wine.

No.5 Smart Move

Increasingly people are taking their phones into the bathroom with them, and not necessarily to have a chat. They are engaging in a range of online activities, with 10% checking their emails, 10% listening to music, 6% sending texts, 4% checking Facebook, 4% listening to podcasts, 4% reading news feeds, 4% watching videos, and 2% playing games. A further 2% use their smartphones in the bathroom to check their bank accounts.

No.6 What a Shower

The research revealed that showers are a solo activity and very rarely shared with a partner, husband or wife. The reasons given for this included ‘it’s not hygienic’, ‘this is my space’, ‘I’m 6ft4 so there’s not much room’, ‘this is my relaxing time with no distractions’, and ‘we shared our shower just once… it wasn’t as much fun as we thought it would be and nothing like the movies’.

 

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The full report is available to
Trend-Monitor Insight Partners

Find out more here

The Psychology Behind the Popularity of the Hexagon

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When it comes to wall and floor tiles, the hexagon has been having a moment, and according to Sam Waxman, managing director of Waxman Ceramics, this trend is “showing no signs of slowing down”.

We’ve seen an increase in demand for geometric shapes over the past few years with hexagonal patterns coming out on top, year on year,” Sam says. “They’re a firm favourite for a multitude of projects due to their ability to create both classic and contemporary looks with ease.”

Our current and enduring love of the hexagonal shape is beyond question. But could it be that it may stem from something far deeper and more instinctive than just our natural appreciation of pattern? After all, when you think of turtle shells and beehives, it’s a design that nature has favoured since time began.

Could the trend for the hexagon shape in interiors stem from something far deeper and more instinctive than just our natural appreciation of pattern? Click To Tweet

From honeycombs to pineapple skin, to the basal columns called the Giant’s Causeway, this naturally forming geometric shape is all around us,” says Justin Lashley, specification sales at Waxman Ceramics Architectural Tiles.

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Giants Causeway, a natural hexagonal-shaped rock formation in Northern Ireland

In fact, the more you think about it, the more you realise that we’ve incorporated the six-sided polygon everywhere – we’ve added it to footballs, to bolts, to pencils. Are we hardwired to love the hexagon in spite of ourselves? And has the fact that we’re accustomed to being surrounded by it imbued us with an affinity that we can’t resist?

Lashley believes so.

There’s a simple reason this trend won’t go away – nature and science won’t allow it,” he says. “As tessellating shapes go, it’s supreme as it can circumscribe the largest area for a given perimeter. So from the gigantic hexagonal cloud storm on Saturn, to the microscopic heart of a snowflake, hexagons are here to stay.”

There’s a simple reason the Hexagon trend won’t go away – nature and science won’t allow it - Justin Lashley, Waxman Ceramics @WaxmanCeramicHQ Click To Tweet

It’s this surge in popularity that has led the Waxman Ceramics to introduce two exclusive new tile ranges – the Hudson and the Marseille. Both of these collections capitalise on the trend for textures in tiles, seen over the past few years, and also the current passion for all things hexagonal – and this combination is proving a hit with consumers.

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Waxman Hudson Range www.waxmanarchitectural.co.uk
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Waxman Marseille Range www.waxmanarchitectural.co.uk

Sarsen Stone brand Ca’ Pietra has also caught the hexagonal wave. Its patterned Lily Pad tile has become an Instagrammer’s icon, to the extent that as well as having the original cement encaustic version, the company has recently launched a porcelain version at a lower price point to capitalise on demand.

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Ca’Pietra Lily Pad www.capietra.com

 

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Ca’ Pietra LilyPad Eucalyptus www.capietra.com

“The Lily Pad pattern tile has earned its popularity thanks to its versatility,” says Hamish Smith, creative director of Ca’ Pietra. This versatility is purely down to its hexagonal shape. It’s possible to create up to three entirely different, striking patterns and effects by rotating the tile. “You can use it to make a shower area stand out or give floors the ultimate visual feast,” says Smith. “It can make a small bathroom feel larger than the space it occupies. It’s ideal for adding a splash of colour to any room, while making a design statement in modern and traditional interiors.”

 

Bathroom Design Trends Spotted at Sleep+Eat 2018

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It was a big year for the Sleep + Eat Event – not only was it the first time it had exhibited at Olympia, having previously been located at the Business Design Centre, but it was also the first time it had added the ‘+ Eat’ element to proceedings.

But while it’s now also about restaurant and bar spaces, the two-day show in November remains the go-to bathroom design destination for architects and designers from all over the globe – Trend-Monitor did a tour of the show to find out what’s trending in the bathroom sector.

Trend No.1 Wellness

Wellness has been at the forefront of bathroom design for some years, and is not going away any time soon. Dornbracht’s new Aquamoon ‘multisensory water experience’ was being shown for the first time in the UK and took centre stage on the company’s stand.

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Dornbracht Aquamoon www.dornbracht.com

Featuring three different flow modes, it also offers changing mood lighting, and marketing co-ordinator Alison Clarke explained that hotel designers are now incorporating spa elements in hotel suites, rather than reserving them just for the spa area of the hotel. She envisages this trend filtering through to the residential market and family bathrooms too.

Grohe, founder sponsor of the show, was highlighting its SmartControl shower systems. The Rainshower System SmartControl 360 DUO features a lozenge-shaped head shower that mirrors the width of the human body to deliver a shoulder massage, while the Bokoma Spray has two pulsating spray patterns to provide a head massage.

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GROHE SmartControl Shower System www.grohe.co.uk

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Hansgrohe was exhibiting its Intense PowderRain technology – a soft spray, which consists of dozens of micro-fine sprays, that is both completely drenching and extremely pleasant.

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Hansgrohe Intense PowderRain www.hansgrohe.co.uk
Wellness has been at the forefront of bathroom design for some years, and is not going away any time soon Click To Tweet

 

Trend No.2: Multigenerational

The trend for multi-generational products continued to be in evidence in the form of flush-to-floor shower trays, a wealth of new shower-toilet models that are making their way into the UK market, and products that could be adapted to suit different needs.

Also in evidence was the concept of the bathroom as a communal space. VitrA’s latest designer collaboration is the Plural collection by Terri Pecora, which envisages the bathroom as a social hub where people reconnect with themselves and those close to them. The organic-shaped elements can be used in multiple combinations, and angled to face each other, so several people can use the bathroom at the same time in a sociable way.

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Plural 4 by Terri Pecora for VitrA www.vitra.co.uk

Trend No.3: Individualism

Consumer demand for products they can adapt and create a bathroom environment that is bespoke to them continues to grow. Grohe’s SmartControl shower system enables the user to preset the temperature and enjoy a tailored showering experience via the broad choice of spray options. It also offers EcoJoy – an eco-friendly/water-saving function.

Vado’s Sensori SmartTouch technology allows you to save your temperature, flow and operating time to create your ideal shower every time you use it.

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Vado Sensori SmartTouch www.vado.com

The growing appetite for individualising interiors style was also evident at the show. The Axor MyEdition collection offers 15 special FinishPlus surfaces with which to adapt brassware. Crosswater was also trialling different marble handle options to customise its brassware, and shower manufacturers Merlyn and Roman were offering a broad selection of finishes to customise their hinges.

Crosswater Concept www.crosswater.co.uk

Trend No.4: Soft Matt Surfaces

When it comes to colours, there was a tentative move into the grey and soft pastel end of the colour spectrum, with a particular emphasis on matt finishes.

Bette was showcasing its new Blue Satin effect on its BetteLux Oval Silhouette bath, which is also available in other colours and 22 matt options.

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BetteLux Oval Silhouette bath by Bette www.bette.de

Kaldewei was exhibiting its Miena washbasins, which are available in a range of neutral matt shades, and it was also showing its Perfect Match bathroom solutions shown in Oyster Grey.

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Kaldewei Perfect Match Oyster Grey Matt www.kaldewei.co.uk

Alape’s Terra group of delicate washbasins were being shown in four soft pastel shades with a matt finish. 

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Alape Terra www.alape.com

Black – last year’s favourite finish – was still in evidence on the VitrA and Victoria + Albert Baths stands, and also in Crittall-effect shower enclosures in Roman’s and Novellini’s displays.

When it comes to colours in the bathroom, there is a tentative move into the grey and soft pastel end of the colour spectrum, with a particular emphasis on matt finishes. Click To Tweet

Trend No.5: Slim Shapes

As new materials and production techniques evolve, basins in particular are being produced with the slimmest rims that technology allows. On display on the Dornbracht stand were Alape’s Aqua range of washbasins, which are made from steel and then given a gloss glaze.

VitrA’s Plural washbasins also feature slim rims, and were on display accompanied by tall slender brassware to go with them. Meanwhile, Laufen was showcasing the capabilities of its SaphirKeramik in the new Sonar range designed by Patricia Urquiola. The material is extremely strong and is able to tolerate being shaped into thin but robust walls.

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SaphirKeramik in the Sonar range by Patricia Urquiola for Laufen www.laufen.co.uk

 

Find out about the trends from all the UK and overseas Trade Shows here>

 

Influencer Interview – Carina Buhlert, Senior Design Manager Brand Environments at Grohe

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At the Sleep + Eat event, which took place on 20 – 21 November 2018 at Olympia in London, Emma Hedges caught up with Carina Buhlert, Grohe’s Senior Design Manager Brand Environments, to hear about the trends that Grohe is tapping into, and how the brand is connecting with today’s consumer

Interview by Emma Hedges

 

TM. Do you think that consumers are starting to embrace technology in the bathroom more?

CB. Yes – technology is a big topic because it’s connected to the megatrend of health. If you think about the way we’re always trying to quantify ourselves and enumerate our height and weight and so on, it is not only about constantly improving ourselves but about us starting to have an understanding of our own self-care. This is something that people are more attentive to, and it’s going to be more relevant in both bathrooms and kitchens. Technology also has everything to do with sensorial experience and being able to customise a bathroom, to fit the users’ individual needs. This will also be more important in the future with multi-generational housing and adapting products to suit different needs at the same time.

TM. What are the key trends at the moment in bathroom design?

CB. Wellness is a key trend. The bathroom used to be a place where you just went to clean yourself. But now, when you look at all the digital products that we have surrounding us constantly in everyday life, the bathroom has become somewhere you go to find sanctuary and have a digital detox, and where you can engage in rituals and experience wellness in your home environment.

The bathroom has become somewhere you go to find sanctuary and have a digital detox - Carina Buhlert, Grohe Click To Tweet

TM. Is water efficiency an important factor?

CB. At Grohe we design products with sustainability and water management in mind – our SmartControl technology is one example of more dynamic control of water usage and water consumption. And our Sense & Sense guard product ensures water security by detecting micro leakage and ensuring whole home water efficiency.

TM. As Senior Design Manager Brand Environments, how do you set about connecting with today’s consumer?

CB. At Grohe, we design for people – and we don’t just design products, but engaging design experiences as well. We think about what consumers really desire when they visit a Grohe showroom and we want to inspire them. First of all we create a multi-sensorial experience for them with our AquaSymphony water installation, in order for them to have an emotional experience with our products. Then we welcome them individually with a glass of water with Grohe Blue and provide them with a beverage experience. And then as well as that, we give them lifestyle inspiration, and explain to them how our technology works. At the end of the process – at the moment when the customer actually commits to the brand – we supply a service that provides everything they need, from deliveries to planning their bathroom or kitchen.

TM. You’re expanding the number of finishes you have, and here at the show you’re exhibiting shower trays for the first time – what’s the thinking behind that?

CB. The number of products that we cover is expanding because we’re trying to give the consumer a full bathroom solution. We provide everything from the most spa-like showering experience to the most functional one, so we have to consider every little need the customer might have and react to that.

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Grohe Bau Ceramics with Shower Tray

Even bathroom furnishings are changing – they actually make the bathroom look more like a living room than a bathroom, and we have to think about what this means for our colour finishes when we’re designing. Colours are a big trend as they’re connected to the whole trend of individualisation – we need to provide the consumer with the ability to create what they want without having to search for it because they’ve found everything they need at Grohe. When we think about the end of our journey with the customer in our showrooms, by then we want them to have a very good relationship with our brand so they feel right at home. And I think we’re doing pretty well with that.

Colours are a big trend as they’re connected to the whole trend of individualisation – we need to provide the consumer with the ability to create what they want without having to search for it - Carina Buhlert, Grohe Click To Tweet

 

What is really driving sales of water-efficient bathroom products?

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It would appear that once behind the bathroom door, consumers care less about the impact their bathroom habits are having on the planet and more about the impact they are having on their wallet.


Water efficiency as a consumer purchase influencer is one of the areas investigated in the recent two-part consumer insight research carried out by Trend-Monitor in partnership with the Bathroom Manufacturers Association.

The first part of the study, which looked at bathroom purchasing trends, found that for up to 80% of bathroom consumers water efficiency was a key purchase influencer.   However, the results of the second part of the research, which examined bathroom habits and behaviours  produced key findings that offer valuable insights into UK consumer behaviour when it comes to water usage and food for thought for bathroom manufacturers.

The second study, aptly named‘ Behind the Bathroom Door’ – followed 50 householders for seven days to track their bathroom habits, and assess their use of bathroom products and attitudes to water efficiency.  Key findings from the research showed that when it comes to bathrooms, consumers primarily want functionality, cleanliness and space.   

The findings also demonstrated that our daily bathroom routines are rigid and rarely change.  And it is the entrenched nature of these activities that is worth noting as this is resulting in some very wasteful habits when it comes to water usage.  

For example, a typical shower uses on average 50 litres of water1, and the study found that most people shower once a day, and that the average showering time is approximately 10 minutes. However, 22% of respondents spent over 15 minutes in the shower, and almost 60% of showers are run to warm up, some for up to 5 minutes.   

When it came to tooth brushing, 25% kept the tap running throughout the whole process, while 81% left the tap running with the plug out for hand washing, and 63% left the tap running and plug out while washing their faces. The majority of those who prefer to take a bath said they fill it as deep as possible – a typical bath can take up to 115 litres to fill2.

When asked to list their priorities from one to 10 when purchasing bathroom items, most respondents indicated their first priority was that products should be functional, second was that they should be easy to clean, and third was their design quality. The fact that products should be water efficient came low down the list at number eight, and bottom of the list was that products should be from a well-known brand.

So what does this mean for bathroom manufacturers, and specifically, what are the implications for the marketing messages that they need to be conveying to consumers?

With the functionality of products being the top priority for 54% of respondents, consumers clearly need to be reassured by manufacturers that water-efficient products are also effective. Marketing messages and POS material need to convey that water-efficient showers and basin taps can also offer a powerful washing experience, and that the toilets have an effective dual flush.

However, there is another strand to this, and that is the fact that water efficiency saves consumers money. Water metering is now compulsory on new buildings3, and the average water bill per household is almost £400 per year4

The Trend-Monitor Bathroom Purchasing Trends report found that over half the respondents had a water meter fitted at their home, and that those with water meters placed more importance on the water efficiency of products than those without. 

With the proliferation of water meters, the demand for water-efficient products looks set to increase as consumers seek to make savings, however, it was concerning to note that over 40% of bathroom product consumers said, at the point of purchase, they were not made aware of the amount of water individual products will use.

When it comes to product development, manufacturers must continue to focus on high-performing water-efficient products. But is it time manufacturers set about educating consumers regarding the amount of money their wasteful habits are actually costing them?

 

Additional Sources

1) https://www.onaverage.co.uk/consumption-averages/average-water-usage
2) https://www.onaverage.co.uk/consumption-averages/average-water-usage
3) https://www.thenbs.com/knowledge/designing-homes-for-water-efficiency
4) https://www.onaverage.co.uk/consumption-averages/average-water-usage

 

Bathroom Purchasing Trends, Consumer Insight Report 2018

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Welcome to 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.

“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.

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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

Trend-Monitor Bathroom category Insight Partners,
please sign into your account to download this report.


Members of the Bathroom Manufacturers Association,
please see email from the BMA containing details on how to download this report 

Behind the Bathroom Door – A Study of Bathroom Habits and Behaviours, 2018

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‘Behind the Bathroom Door’ is the result of a 7-day diary study which followed 50 UK householders as they went about their daily bathroom activities, and offers a real understanding into bathroom behaviours and product usage. 

As an industry, how much do we really know about what goes on behind the bathroom door?  

Consumers show a concern for environmental issues and yet we are using more water in our bathrooms than ever before.  Could it be that in the privacy of our own bathroom, we are unaware of the amount of water we really use?  

Our 7-day confidential diary study, which was undertaken in partnership with the Bathroom Manufacturers Association, followed 50 householders as they undertook various bathroom tasks and reported back on a daily basis.  The huge amount of data gathered throughout the study throws a light on our private bathroom routines and behaviours, and highlights the amount of water that could potentially be saved through greater awareness and less wasteful bathroom habits.

The research also gives a true insight into the real needs and requirements for our bathroom spaces, and the strong desire we all have to create a functional, clean, relaxing environment behind the bathroom door.

Alongside this bathroom behavioural study, a second study into Bathroom Purchasing Trends was run online.  This study surveyed 500+ UK householders who had recently purchased a new bathroom to assess consumer purchase behaviour for a complete new bathroom installation.

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.

“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

‘Behind the Bathroom Door’ was a behavioural study and followed the format of an online interactive diary with two-way, real-time communication between the researchers and the participants.  This enabled daily tasks to be set, further details requested, images and videos uploaded, different workday and rest day behaviours to be captured, and much more.

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Trend-Monitor-Bathroom-Behaviours-Study-Households-infographic

Key Findings

1. Creatures of Habit

Our bathroom behaviours are governed by strong routines and, despite a wide range of different preferences and habits demonstrated throughout the study,  individuals tended to stick to morning and evening routines with only slight differences between working and non-working days. 

2. Small But Perfectly Formed

Bathrooms in the UK may be small but that doesn’t mean they can’t be practical and also beautiful. There is a call for manufacturers to provide high quality bathrooms with solutions for small spaces, and in particular storage solutions.  Also better planning by housebuilders who are not incorporating any kind of bathroom storage solutions into new-builds.

3.  Saving Money Not Water

Concern for mounting household bills rather than the environment is the key driver for reducing the amount of water used.  Cleanliness, comfort and relaxation over-ride the desire to save water as shown by the number of householders who for example take regular deep baths and allow the shower to run for up to 5 mins to heat up.

4. Easy to Clean

Words like ‘cleanliness’, ‘clean’, ‘hygienic’ were repeatedly used throughout the diary study and it is very clear that cleanliness in the bathroom area is of paramount importance to householders.  Products are judged based on how easy they were to clean, rather than design or product quality.

5. Functionality

Toilets that flush properly, powerful showers, clever storage solutions – all things that make life easier – are at the top of the wish-list for the modern bathroom.  Although technology has a similar potential, it is currently viewed with the suspicion that it is gimmicky and will be complicated to use.

Contents

Foreword
Introduction Key Findings 
About the Participants 
Showering 
Taking a Bath 
Using the Toilet 
Washbasin Activities 
Other Bathroom Activities 
Storage 
Functionality 
Cleaning the Bathroom 
Attitudes to Water Saving 
In Conversation with the CEO 
The Ideal Bathroom 

 

Trend-Monitor Bathroom category Insight Partners,
please sign into your account to download this report.


Members of the Bathroom Manufacturers Association,
please see email from the BMA containing details on how to download this report 

Revealing the Results of our Latest Bathroom Consumer Research

Trend-Monitor-Bathroom-manufacturers-association-conference-2018

During this year, Trend-Monitor joined forces with the Bathroom Manufacturers Association to undertake two major pieces of consumer research. 

The first piece of research surveyed over 500 UK householders who had purchased a complete new bathroom within the past two years, to investigate how they approached the purchase decision, the barriers and influences to sales throughout this process, and also their attitudes to water-saving products, water regulations and legal compliance when purchasing bathroom products.

The second piece of research was in the form of a diary study which followed 50 participants for 7 days as they carried out various bathroom tasks in the privacy of their own home.  The results from this study has highlighted consumer habits in terms of water usage in the bathroom and has provided true insights into where product improvements can be made and the opportunities for new product development.

The results of this research will be revealed at the Bathroom Manufacturers Association annual conference on 16 October 2018, where our research director, Jane Blakeborough, will share the stage with Yvonne Orgill, CEO of the BMA, to discuss the research findings and what they mean for the bathroom industry in terms of future product development and UK legislation.  

Members of the BMA, as well as Trend-Monitor Insight Partners, will be able to download the full research findings via a link which will be sent out after the conference.

Online INTERACTIVE versions of the research findings will also be available 

Interior Design Trends spotted at 100% Design 2018

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100% Design is the cornerstone event of The London Design Festival. Held at the Olympia exhibition centre between 19th and 22nd September 2018, this trade event is a vast showcase for more than 400 architects, product designers and interiors specialists.

Dividing the exhibition centre into areas for the workplace, interiors, emerging brands and for those working in the construction and architectural industries, the fair hosts product launches for decorative lighting, furniture and fittings as well as providing a platform for newcomers.

Trend-Monitor went along to find out how the key trends in interiors are looking as we head towards 2019

Interior Design Trend #1. Plywood

The material of the moment at this year’s 100% Design was definitely Plywood.  It featured everywhere from kitchens to bathrooms, from furniture to screens, as the main feature or as detailing.

Trend-Monitor-100-percent-design-2018
X-Ply Desk www.x-ply.com

 

 

Stacked Coffee Table by Studio Hemal Patel www.studiohemalpatel.com

 

Odd Dot www.odddot.co.uk

 

Interior Design Trend #2. Laser Cut Detailing

Another key trend which crosses the different areas of the home, laser cut detailing was seen at 100% Design this year in both interior and exterior applications.

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‘Airflake’ deadens noise whilst letting in the light www.abstracta.com

 

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Handcrafted lighting by Neb Abbot www.designbynebabbot.com

 

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Laser cut panels by Stark + Greensmith www.stgr.uk

 

Interior Design Trend #3. Curvy Concrete

Concrete is revealing another side to its nature; the softer, curvaceous and sometimes colourful side.  As the trend for concrete in interiors develops, the use of natural fibre concrete is moving this increasing popular material into thinner, more elegant shapes.  And the addition of colour extends its appeal to a wider interior audience.

Trend-Monitor-Interior-Design-Trends-2018
Natural fibre concrete ‘Seater’ by Tina Rugelj at Concrete Garden www.concretegarden.eu

 

Waxed concrete based decorative surface by Design-Concrete www.design-concrete.co.uk

Interior Design Trend #4. Bamboo

As a beautiful, tactile and sustainable alternative to wood, bamboo is growing in popularity and at 100% Design the focus was on it’s suitability as a kitchen application.

 

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Moso bamboo surfaces www.mosobamboosurfaces.co.uk

 

Real Green is the UK’s first fully sustainable and accredited kitchen furniture range and it’s manufactured entirely from solid bamboo.  Real Green also carries globally recognised certifications for its use of sustainable materials and manufacturing processes.

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Real Green’s bamboo kitchen www.classic-kitchens-direct.com

 

Interior Design Trend #5. Natural Embossing

Here we see two key interior design trends combined, the use of natural elements such as leaves and flowers to create detailing in the form of embossing.

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Botanical Glass Casting by McGuire Glass www.mcguireglass.ie

 

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Lichen Carpet Collection by the Mohawk Group www.mohawkgroup.com

 

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‘Frozen Leaves’ metal finish by Metall-FX www.metall-fx.com

 

And finally …

We couldn’t leave 100% Design without mentioning Pluck and Hug by guineapig.  These soft, tactile oversized bulbs are ‘huggable’ and the harder you hug the more they light up and glow.

And lets face it, who couldn’t do with a hug every now and again.

 

Pluck & Hug by guineapig www.guineapig.global

 

Trend-Monitor-interior-design-trends-2018
Pluck & Hug by guineapig