Sustainability and Smart Technology: Key Drivers in the UK Bathroom Market Forecast

The UK bathroom market is projected to have a marginal increase of +4% in 2028. The 21st edition of the Bathroom Market Report – UK 2024-2028 presents our forecast from 2024 to 2028 for the following products:
- Baths & Sanitaryware, which includes washbasins & pedestals, installation frames, toilets (including pans, cisterns, urinals and flushing mechanisms), smart toilets (or shower toilets) & bidets, and baths (including rectangular, shower, free-standing and corner baths).
- Bathroom taps & mixers, which includes basin mixer taps & pillar taps, bath mixer taps & pillar taps, bath spouts, bath/shower mixers, and single point thermostatic mixing valves (TMVs) for under basin & bath use
- Bathroom accessories, which includes fittings (including toilet roll holders, towel rails, soap dishes/dispensers, toothbrush holders, shelving, storage racks, grab rails, bathmats, robe hooks etc.), towel warmers, toilet seats, mirrors & scales, and bath panels.
- Bathroom furniture, which includes stand-alone bathroom furniture (freestanding or wall-hung), modular bathroom furniture, and fully fitted bathroom furniture.
- Whirlpool & Spa systems, which includes whirlpool systems pump and spa systems blow air only.
Market Overview
The UK bathroom market has been impacted by economic uncertainties in recent years.
However, improving economic landscape, consumer confidence, and activity in the construction industry is expected to support growth in the bathroom market. The market remains highly competitive for manufacturers and distributors.
Additionally, with expected growth in the next five years, it will likely be driven by new trends and regulations pushing for greater sustainability and safety in buildings, with technological developments supporting such changes as well as the digitalisation of products in bathrooms.
The UK bathroom market has been strongly affected by economic disruption and reduced activity in the construction industry in 2020, experiencing a sharp decline of -16% marginal growth, although the market rebounded in 2021 with a +16% marginal growth.
Nonetheless, and despite additional recent economic uncertainties, the market is expected to grow in the next five years, with a +4% marginal growth in 2028 reaching £1,137m Manufacturer Selling Price (MSP).
New Government and Regulations
The newly elected government and its plan to build 1.5 million new homes for 2029 leads to opportunities for the bathroom market.
New regulations and standards surrounding the bathroom market and construction industry are pushing for safety and sustainable development, leading to greater water efficiency or even improving control on hot water systems. For instance, the Future Homes and Buildings Standard 2025 will ensure that buildings significantly reduce their carbon emissions.
The UK bathroom market is characterised by high import levels, which enhances competition on the market and product replacement with trends and innovation arriving from a wider pool of market actors.
Other factors that will impact the UK bathroom market in the future are demographic, such as the UK’s ageing population leading to a greater need for inclusive bathroom products, and technological, with the increasing penetration of smart home products.
Subsectors & Suppliers
The baths & sanitary ware, bathroom accessories, and taps & mixers are the three largest sub-sectors in the bathroom market, constituting 84% of the market.
With the lack of housing space in the UK, space optimisation is an important driver in consumers’ expenditures, leading manufacturers to offer innovative products and shapes to maximise space in the bathroom.
Additionally, consumers are becoming more aware of new trends and technologies, resulting in the growth of products, such as smart toilets, and influencing the choice of materials and shapes.
Major suppliers in the baths & sanitaryware, taps & mixers, and whirlpool & spa system markets include:
- Ideal Standard
- Bristan
- Norcros Group
- Geberit, Roca
- Jacuzzi Bath & Spa
- Trojan Plastics
- Phoenix Whirlpools
- Carron Bathrooms.
Major suppliers in the bathroom accessories and bathroom furniture markets include:
- Roper Rhodes
- Croydex
- Wirquin
- Symphony Group Plc
- Crosswater
- Utpopia Furniture
Distribution of Bathroom Products
The distribution of bathroom products in the UK is composed of five channels:
- Trade distributors (merchants and bathroom distributors)
- Home improvement and retail multiples
- Online retailers
- Bathroom specialists
- Direct from manufacturers
The leading channels are trade distributors, home improvement and retail multiples, and online retailers, all three retaining 80% of the market.
Low-cost imported products tend to be found in online retailers, whilst luxury products are often distributed by bathroom specialists.
Additionally, the number of UK plumbing and heating contractors has increased in the past few years, suggesting greater competition in this market. Some major distributors include trade distributors:
- Travis Perkins
- Wolseley UK
- PJH Group
- Robert Lee Distribution
Home improvement multiples:
- B&Q
- Wickes Building Supplies
- Homebase
Bathroom specialists:
- CP Hart
- Ripples
And finally online retailers such as:
- Victorian Plumbing
- Victoria Plum
- Amazon
- Wayfair
Market Forecasts
After some fluctuations following economic uncertainties in 2020 and 2023, the UK bathroom market is forecast to stabilise itself in the next five years and show some moderate growth.
RMI activity is expected to initially support market activity, thanks to improving economic landscape leading to greater consumer confidence.
Additionally, residential output is forecast to show significant increase in 2028 compared to 2023 levels, with demand for new housing promoted by the newly elected government.
We project bathroom furniture, taps & mixers, and baths & sanitary ware to have a larger marginal growth of +4% in 2028, compared to bathroom accessories with +3and whirlpool & spa systems with +2% in 2028.
Environmental challenges will continue to impact product innovation in this market, with sustainability being at the forefront of innovations, notably to improve water use and energy efficiency.
Finally, we expect greater innovations in smart products, which usually have a shorter replacement cycle as new innovations catch the eye of discerning and knowledgeable consumers.
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