In the past, the UK market for shower products differed considerably from many European markets. The UK generally operated on low pressure water systems and bathrooms were normally ‘dry’ environments as opposed to ‘wet’ (i.e. tiled floors, walls), and bathing was much more popular in the UK than Europe, where showers have been more prevalent for some time.
However, the UK shower market has been positively impacted over the last 15 years or so by the increasing preference to shower than bathe, and the growing trend towards ‘inclusive’ wetroom solutions and the desire for minimalism and space within the bathroom environment. The number of high-pressure water systems installed in UK homes has also increased; it is estimated that over 60% of UK homes now have a high pressure water system installed.
With economic and political uncertainty exacerbated by the UK’s Brexit vote to leave the EU, markets have remained price sensitive. There continues to be high levels of foreign competition and an increasing number of suppliers. These factors contribute to pressures on margins throughout the supply chain and across the industry.