The Bathroom Manufacturers Association (BMA) has published a study  to uncover consumer behaviour, helping designers pave the way for more sustainable practices.

Behind the Bathroom Door, supported by Professor Ian Walker of the School of Psychology at Swansea University, focused on daily routines and uncovered why consumers engage in certain practices and the underlying factors that drive our actions, particularly concerning water-saving habits.

It found consumers favour showering over baths, as although 87% of household have a bath nearly a third remain unused, and women prefer hotter temperatures.

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The study also highlighted water wastage in the bathroom with 3 out of 5 participants admitted to leaving the tap running while washing hands, with 42% doing so while brushing their teeth.

Findings were gathered from 48 UK residents across demographic backgrounds to document their bathroom activities over seven days in an online diary, offering 67 hours of feedback and 2,330 interactions.

Including Professor Walker’s expertise and real-world observations, Behind the Bathroom Door report has been created to inform strategies for promoting water conservation and enhancing bathroom design.

Commenting on the findings, the BMA’s research manager, Jane Blakeborough, remarked, “Our research offers insights into the complexities of human behaviour within the private realm of the bathroom.

“By understanding the motivations behind our habits, we can create more sustainable and satisfying spaces that harmonise with our lifestyle needs.”