Performance marketing agency Door4 has released a report unveiling the latest trends in the bathroom industry, from consumer online search analysis.

It found a rise in wellness-orientated bathrooms with search terms like “spa bathroom ideas,” “luxury showers,” and “freestanding bathtubs” all demonstrating a “substantial” rise in 2024, reports Door4, compared to the past three years.

An increase in searches for terms like “steam showers”, “rain shower” and “heated floors” suggests consumers are not just looking for aesthetic upgrades but features that enhance comfort and wellness. Searches for “natural bathroom” have increased by 6.45%.

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Although searches for small bathrooms per se remained steady – a 2% drop – 2024 saw a spike in searches for  “small bathroom ideas,” “compact vanities,” and “space-saving storage solutions.”

Contemporary, space-efficient designs, such as “corner shower units” and “floating vanities,” also gained traction, with an 8% rise in search volume, all of which  indicated consumers are being more specific in how they want to style their small rooms.

Reflecting a growth of eco-awareness, there was an uptick in “eco-friendly bathroom products,” “water-saving faucets,” and “recycled materials” search terms.

Notably, searches for “low-flow toilets” and “recycled materials for bathrooms” had surged, reported Door4.

It also revealed an increased interest in technology for the bathroom with growth in searches for  “smart toilets,” “smart showers,” and “bathroom voice control” devices.

The report noted a shift away from “bathroom suite”, exceeded by “bathroom furniture” which search was 1.5 times bigger than suites, with a growth of interest in vanities and countertop sink searches showing an 8.25% increase.

While for baths, freestanding remains the most popular searches with freestanding and corner combined growing 40.66%, however enquiries for “bathtub” were more than double that.

Completing the report demand for colour and pattern is continuing to rise, found Door4, with a “surge in searches  for “bold bathroom colours,” “patterned tiles,” and “custom vanities.”

Of these search terms “black bathrooms” and “coloured fixtures” suggested a willingness among consumers to embrace colour and contrast.

Black bathrooms continued to outpace white in popularity for the third consecutive year, with green bathrooms also experiencing a growth in interest.

“The data reveals that consumers are increasingly viewing bathrooms as essential spaces that blend style, comfort, and innovation” said Sean Dwyer, managing director of Door4.

“The bathroom is no longer just a functional space—it has evolved into a sanctuary, a statement of style, and a reflection of personal taste. As we move through 2024, emerging trends in bathroom design and renovation are taking a distinctly modern turn.

“For industry professionals, staying ahead of these trends will be crucial. The growing emphasis on sustainability, wellness, and technology integration offers exciting opportunities for manufacturers, designers, and retailers to innovate and cater to the modern consumer’s desire for bathrooms that are not just functional, but also personal, luxurious, and eco-conscious.

“As consumer tastes continue to evolve, so too will the bathroom industry. Understanding these search trends can provide valuable insights into what homeowners are looking for today—and what they will be seeking tomorrow.”

“Balancing between being market-led and influencing the market is imperative” added Dwyer.

“Trend data allows us to keep a finger on the pulse of consumer preferences, ensuring we stay responsive to their evolving needs. At the same time, it’s the responsibility of marketers to not just follow but also guide and shape those trends, encouraging consumers to explore new possibilities.”

As a final observation, Sean Dwyer commented: “What’s also interesting about analysing data like this is some of the simple terms that so many businesses might overlook, such as whether to be discoverable as a bathroom shop, store or showroom.

“Searches for bathroom showroom are almost four times more than bathroom shop, double the difference than just a year ago, and 100 more than store which was only 11 this time last year.”