Kelly Newstead looks at the types of showers which are currently dominating the market and what trends are driving recent shower sales.

With showering a mature market, it is of no surprise consumers are willing to spend more to obtain luxurious products, as they look to trade up their experience. It’s no longer just a matter of convenience; they want to replicate the sensations of a boutique hotel or spa. Michael Gray, Grohe UK product manager, confirms this stating: “In today’s market, consumers are continually demanding more from their products. Both longevity and a touch of luxury are high on the list of “must haves” before a consumer commits to a purchase. This suggests that consumer behaviour is changing, and that people are willing to pay more to get premium functionality. And head of product development at Vado Andy Breeds agrees, explaining: “In recent years, the shower industry has been a growing market as consumers now see showering as an enjoyable method of relaxation, with added emphasis on recreating that spa-like experience, rather than simply being that morning necessity.” So with showers sales still on the rise which options are consumers favouring within this ever growing market?

Mix it up

While electric showers remain the most popular option, mixers are the fastest-growing choice. Simon Cornelius, head of marketing at Methven UK confirms this: “Electric showers continue to dominate the market but mixer showers have steadily increased in popularity and are now beginning to take some of that market share.” This continuing move away from the plastic ‘box on a wall’, is indicative that the shower is an icon in bathroom design and as such, has witnessed not only changes in its form for minimalist decors but also finishes too.

Sponsored Video

Lauren Goodbrand of Kitchens International on winning the Kbsa Concept Designer Award 2024

Consumers are beginning to turn away from traditional chrome and instead focus on shades which have not been traditionally used in the bathroom. Head of digital and marketing communications Anand Gandesha at Hansgrohe explains: “The minimal bathroom remains a popular trend but this is being warmed up with the addition of texture and colour to add depth and interest to create something that is individual and unique.” Colours such as black, copper and matt shades have contributed increasingly to this trend, as consumers desire a stand-out look that remains luxurious. Marketing manager at Frontline Bathrooms Emma Gaskell adds: “With a growing demand for bathrooms that provide an aesthetic as well as functional benefit to the home, coupled with brassware becoming available in alternative finishes such as copper, black and rose gold, shower heads and columns in these stylish options are becoming an increasingly sought-after look.”

Ease of use

The less is more trend is also evident in controls, combining sleek contemporary looks with ease of use for intuitive and inclusive design. Hasngrohe and Grohe both offer mechanical mixer valves with push control controls, and for ultimate ease of use manufacturers have also introduced digital showers. Although this genre of shower was established 17 years ago, sales are on the periphery of volume shower sales. But with consumers’ continuing interest in the smart home and digital controls able to offer so much more than controlling water flow and temperature, but a whole gamut of spa-like operations, digital can only continue to grow in popularity.

Spa-like functions

Consumers are also increasingly interested in replicating spa-like features. These wellness benefits express a desire for consumers to not only exude a style synonymous with the luxury hotel trend, but also one that focuses on the bathroom becoming a place that provides health benefits for the entire family. Larger showerheads that offer drench and waterfall flow contribute to this increasingly popular wellness trend. Richard Nicholls, UK & European sales and marketing director at Sanipex, comments: “With the bathroom market as a whole being influenced by luxury hotel design, deluge showers remain a favourite choice among consumers looking to create a spa-style bathroom. As a result we are seeing a move towards large overhead showerheads, multi-functional, sleek shower columns and showers with built-in wellness benefits such as chromotherapy, bringing the spa into the home.”

Water-saving showers

With consumers demanding more experiences from their shower, it suggests a greater use of water. However, experience and water use are not necessarily at opposite ends of the spectrum with manufacturers having worked hard to deliver showers that reduce water use but provide the same sensation as a less efficient model. Head of digital and marketing communications at Grohe Anand Gandesha confirms this explaining: “The Hansgrohe Group has been developing water and energy-saving products for over 30 years, and sustainability has always been and will continue to be a core value of our organisation. A large number of overhead and hand shower models from Hansgrohe are offered as EcoSmart versions. There is no visible difference; with the same design and the same performance, except on average these use 60% less water.”

And head of marketing at Methven UK Simon Cornelius believes this message is now filtered into the consumer conscious: “With consumers today being more environmentally aware than ever before, they’re also interested in showers which are water efficient. Products and technologies that work at lower flow rates to deliver water and energy saving benefits are also very popular, as they allow users to save money on their bills.” However, Andy Breeds of Vado contests that consumers actively seek out water-saving showers, stating they place little importance on the benefits of choosing eco products: “End users are still ignoring water saving methods which are only being used by larger, more commercial developments.” But with British households facing the biggest squeeze on their finances since the 50s, bathroom products that can save water, and therefore the energy bill of heating it, can only continue to gain favour.

What is clear is with the multitude of choices currently available in the market, consumers have more options now than ever before when it comes to showering. Anand Gandesha of Hansgrohe concludes: “In the next two years, new models will push the boundaries further with unprecedented spray types and even larger head designs while still delivering the highest levels of quality manufacture, intuitive operation and responsible use of water.”

Kelly Newstead looks at the types of showers which are currently dominating the market and what trends are driving recent shower sales.

With showering a mature market, it is of no surprise consumers are willing to spend more to obtain luxurious products, as they look to trade up their experience. It’s no longer just a matter of convenience; they want to replicate the sensations of a boutique hotel or spa. Michael Gray, Grohe UK product manager, confirms this stating: “In today’s market, consumers are continually demanding more from their products. Both longevity and a touch of luxury are high on the list of “must haves” before a consumer commits to a purchase. This suggests that consumer behaviour is changing, and that people are willing to pay more to get premium functionality. And head of product development at Vado Andy Breeds agrees, explaining: “In recent years, the shower industry has been a growing market as consumers now see showering as an enjoyable method of relaxation, with added emphasis on recreating that spa-like experience, rather than simply being that morning necessity.” So with showers sales still on the rise which options are consumers favouring within this ever growing market?

Mix it up

While electric showers remain the most popular option, mixers are the fastest-growing choice. Simon Cornelius, head of marketing at Methven UK confirms this: “Electric showers continue to dominate the market but mixer showers have steadily increased in popularity and are now beginning to take some of that market share.” This continuing move away from the plastic ‘box on a wall’, is indicative that the shower is an icon in bathroom design and as such, has witnessed not only changes in its form for minimalist decors but also finishes too.

Sponsored Video

Lauren Goodbrand of Kitchens International on winning the Kbsa Concept Designer Award 2024

Consumers are beginning to turn away from traditional chrome and instead focus on shades which have not been traditionally used in the bathroom. Head of digital and marketing communications Anand Gandesha at Hansgrohe explains: “The minimal bathroom remains a popular trend but this is being warmed up with the addition of texture and colour to add depth and interest to create something that is individual and unique.” Colours such as black, copper and matt shades have contributed increasingly to this trend, as consumers desire a stand-out look that remains luxurious. Marketing manager at Frontline Bathrooms Emma Gaskell adds: “With a growing demand for bathrooms that provide an aesthetic as well as functional benefit to the home, coupled with brassware becoming available in alternative finishes such as copper, black and rose gold, shower heads and columns in these stylish options are becoming an increasingly sought-after look.”

Ease of use

The less is more trend is also evident in controls, combining sleek contemporary looks with ease of use for intuitive and inclusive design. Hasngrohe and Grohe both offer mechanical mixer valves with push control controls, and for ultimate ease of use manufacturers have also introduced digital showers. Although this genre of shower was established 17 years ago, sales are on the periphery of volume shower sales. But with consumers’ continuing interest in the smart home and digital controls able to offer so much more than controlling water flow and temperature, but a whole gamut of spa-like operations, digital can only continue to grow in popularity.

Spa-like functions

Consumers are also increasingly interested in replicating spa-like features. These wellness benefits express a desire for consumers to not only exude a style synonymous with the luxury hotel trend, but also one that focuses on the bathroom becoming a place that provides health benefits for the entire family. Larger showerheads that offer drench and waterfall flow contribute to this increasingly popular wellness trend. Richard Nicholls, UK & European sales and marketing director at Sanipex, comments: “With the bathroom market as a whole being influenced by luxury hotel design, deluge showers remain a favourite choice among consumers looking to create a spa-style bathroom. As a result we are seeing a move towards large overhead showerheads, multi-functional, sleek shower columns and showers with built-in wellness benefits such as chromotherapy, bringing the spa into the home.”

Water-saving showers

With consumers demanding more experiences from their shower, it suggests a greater use of water. However, experience and water use are not necessarily at opposite ends of the spectrum with manufacturers having worked hard to deliver showers that reduce water use but provide the same sensation as a less efficient model. Head of digital and marketing communications at Grohe Anand Gandesha confirms this explaining: “The Hansgrohe Group has been developing water and energy-saving products for over 30 years, and sustainability has always been and will continue to be a core value of our organisation. A large number of overhead and hand shower models from Hansgrohe are offered as EcoSmart versions. There is no visible difference; with the same design and the same performance, except on average these use 60% less water.”

And head of marketing at Methven UK Simon Cornelius believes this message is now filtered into the consumer conscious: “With consumers today being more environmentally aware than ever before, they’re also interested in showers which are water efficient. Products and technologies that work at lower flow rates to deliver water and energy saving benefits are also very popular, as they allow users to save money on their bills.” However, Andy Breeds of Vado contests that consumers actively seek out water-saving showers, stating they place little importance on the benefits of choosing eco products: “End users are still ignoring water saving methods which are only being used by larger, more commercial developments.” But with British households facing the biggest squeeze on their finances since the 50s, bathroom products that can save water, and therefore the energy bill of heating it, can only continue to gain favour.

What is clear is with the multitude of choices currently available in the market, consumers have more options now than ever before when it comes to showering. Anand Gandesha of Hansgrohe concludes: “In the next two years, new models will push the boundaries further with unprecedented spray types and even larger head designs while still delivering the highest levels of quality manufacture, intuitive operation and responsible use of water.”

Kelly Newstead looks at the types of showers which are currently dominating the market and what trends are driving recent shower sales.

With showering a mature market, it is of no surprise consumers are willing to spend more to obtain luxurious products, as they look to trade up their experience. It’s no longer just a matter of convenience; they want to replicate the sensations of a boutique hotel or spa. Michael Gray, Grohe UK product manager, confirms this stating: “In today’s market, consumers are continually demanding more from their products. Both longevity and a touch of luxury are high on the list of “must haves” before a consumer commits to a purchase. This suggests that consumer behaviour is changing, and that people are willing to pay more to get premium functionality. And head of product development at Vado Andy Breeds agrees, explaining: “In recent years, the shower industry has been a growing market as consumers now see showering as an enjoyable method of relaxation, with added emphasis on recreating that spa-like experience, rather than simply being that morning necessity.” So with showers sales still on the rise which options are consumers favouring within this ever growing market?

Mix it up

While electric showers remain the most popular option, mixers are the fastest-growing choice. Simon Cornelius, head of marketing at Methven UK confirms this: “Electric showers continue to dominate the market but mixer showers have steadily increased in popularity and are now beginning to take some of that market share.” This continuing move away from the plastic ‘box on a wall’, is indicative that the shower is an icon in bathroom design and as such, has witnessed not only changes in its form for minimalist decors but also finishes too.

Sponsored Video

Lauren Goodbrand of Kitchens International on winning the Kbsa Concept Designer Award 2024

Consumers are beginning to turn away from traditional chrome and instead focus on shades which have not been traditionally used in the bathroom. Head of digital and marketing communications Anand Gandesha at Hansgrohe explains: “The minimal bathroom remains a popular trend but this is being warmed up with the addition of texture and colour to add depth and interest to create something that is individual and unique.” Colours such as black, copper and matt shades have contributed increasingly to this trend, as consumers desire a stand-out look that remains luxurious. Marketing manager at Frontline Bathrooms Emma Gaskell adds: “With a growing demand for bathrooms that provide an aesthetic as well as functional benefit to the home, coupled with brassware becoming available in alternative finishes such as copper, black and rose gold, shower heads and columns in these stylish options are becoming an increasingly sought-after look.”

Ease of use

The less is more trend is also evident in controls, combining sleek contemporary looks with ease of use for intuitive and inclusive design. Hasngrohe and Grohe both offer mechanical mixer valves with push control controls, and for ultimate ease of use manufacturers have also introduced digital showers. Although this genre of shower was established 17 years ago, sales are on the periphery of volume shower sales. But with consumers’ continuing interest in the smart home and digital controls able to offer so much more than controlling water flow and temperature, but a whole gamut of spa-like operations, digital can only continue to grow in popularity.

Spa-like functions

Consumers are also increasingly interested in replicating spa-like features. These wellness benefits express a desire for consumers to not only exude a style synonymous with the luxury hotel trend, but also one that focuses on the bathroom becoming a place that provides health benefits for the entire family. Larger showerheads that offer drench and waterfall flow contribute to this increasingly popular wellness trend. Richard Nicholls, UK & European sales and marketing director at Sanipex, comments: “With the bathroom market as a whole being influenced by luxury hotel design, deluge showers remain a favourite choice among consumers looking to create a spa-style bathroom. As a result we are seeing a move towards large overhead showerheads, multi-functional, sleek shower columns and showers with built-in wellness benefits such as chromotherapy, bringing the spa into the home.”

Water-saving showers

With consumers demanding more experiences from their shower, it suggests a greater use of water. However, experience and water use are not necessarily at opposite ends of the spectrum with manufacturers having worked hard to deliver showers that reduce water use but provide the same sensation as a less efficient model. Head of digital and marketing communications at Grohe Anand Gandesha confirms this explaining: “The Hansgrohe Group has been developing water and energy-saving products for over 30 years, and sustainability has always been and will continue to be a core value of our organisation. A large number of overhead and hand shower models from Hansgrohe are offered as EcoSmart versions. There is no visible difference; with the same design and the same performance, except on average these use 60% less water.”

And head of marketing at Methven UK Simon Cornelius believes this message is now filtered into the consumer conscious: “With consumers today being more environmentally aware than ever before, they’re also interested in showers which are water efficient. Products and technologies that work at lower flow rates to deliver water and energy saving benefits are also very popular, as they allow users to save money on their bills.” However, Andy Breeds of Vado contests that consumers actively seek out water-saving showers, stating they place little importance on the benefits of choosing eco products: “End users are still ignoring water saving methods which are only being used by larger, more commercial developments.” But with British households facing the biggest squeeze on their finances since the 50s, bathroom products that can save water, and therefore the energy bill of heating it, can only continue to gain favour.

What is clear is with the multitude of choices currently available in the market, consumers have more options now than ever before when it comes to showering. Anand Gandesha of Hansgrohe concludes: “In the next two years, new models will push the boundaries further with unprecedented spray types and even larger head designs while still delivering the highest levels of quality manufacture, intuitive operation and responsible use of water.”