The shower equipment market has an estimated value of around £435 million at Manufacturers Selling Prices (MSP) in 2010. This represents an increase of around 1% when compared to the market size in 2009 and reflects the expected continued impact of the UK economic downturn on the building and home improvement markets. The UK shower equipment market had been growing in volume and value until the impact of the recent economic recession, but like other higher value consumer goods has been under considerable pressure more recently, both from the housebuilding industry and the home improvement sector.

Shower controls continue to account for the greatest proportion of the market with 45% of the overall shower equipment market. Enclosures, screens and trays have grown their share of the market in recent years and now account for only a fraction less than the shower controls sector at 44%. Shower accessories account for the remaining 11%.

Shower products for the domestic and commercial sectors are distributed through a wide range of channels. The main distribution channel continues to be builders and plumbers merchants with the DIY multiples also holding a substantial share. Other retail channels include bathroom specialists, grocery multiples, mail order retailers and department stores. Online e-tailers are also becoming more important as consumers increasingly use the Internet to source the best deals.

Sustainability and water efficiency has become a major concern with UK householders. Government initiatives have raised awareness of the issues and according to the Bathroom Manufacturers Association (BMA), water efficiency now ranks fourth place on the consumer’s wish list when buying new products for the bathroom. With amendments to Part G of the Building Regulations in October 2009, there will be further growth in demand for water efficient shower products. In the changes, potential potable water consumption must not exceed 125 litres per person per day. This new regulations may also affect existing homes when there is a material change of use of an existing building.

Forecasts suggest that 2010 and 2011 are expected to be two years of consolidation as consumer confidence and housebuilding levels improve. In the medium to longer term, the shower equipment market is expected to experience a return to growth, and by 2014, the market value is forecast to be around £499 million at MSP, which would represent an increase of around 15% compared to the market size in 2010.