We take a look at how the once humble toilet now offers life enhancing properties, with improved hygiene, high powered flushes using less water, and quiet flushes for unobtrusive operation

Minimising the sound of flushing, Laufen uses spiralling water along an optimised path in its Silent Flush technology

The WC was once rarely a topic in polite conversation, with its place in home interiors cemented merely by its function.

But with the bathroom now a haven of rejuvenation, and designed as part of a holistic living space, the humble toilet is now a real talking point packed with must-have, life-enhancing technology, although still in a quiet, unassuming way.

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Enter WCs with cleaning and drying and odour neutralising functions, night lights for navigation, powerful sprays using less water and quieter flushes for less obtrusion in the home.

In a challenging market, where consumers may be reticent to spend on a big-ticket bathroom refurbishment, they be inclined to undertake a cloakroom update where feature-packed WC sales could win through.

Sales and marketing director at RAK Ceramics UK Ben Bryden comments: “WC sales are increasingly happening not just in main bathroom projects but also in additional facilities like ensuites and cloakrooms.

“In tough times, many homeowners are looking to enhance smaller areas for added convenience and comfort.”

Shower toilets

Taking a look at desirable, trade-ups for the standard WC is the shower toilet, providing additional health and hygiene benefits through personalised cleaning and drying functions.

Designed by Philippe Starck Duravit SensoWash shower toilets can be operated by remote or app control anc come with heated seat and night light

At the top-end of the market, they can come with navigational night lights, sensor operated lids and heated seats, as well as odour neutraliser, and sales have been developing for this product category.

General manager at luxury bathroom brand Toto UK Kazuki Osugi comments: “Toto sales have grown year-on-year since 2009 when we established a European HQ. Overall, we have sold 60 million plus Washlets in the last 40 years globally.”

Although shower toilets are more established in some global markets than in the UK, with the introduction of more affordable models, such as Geberit Aquaclean Alba and Grohe Sensia Pro, and development of models that look more like conventional WCs, they are beginning to gain ground.

Brand marketing manager of Roca Natalie Bird explains why: “The market for shower toilets is steadily expanding beyond the early adopters’ stage.

“This can be attributed to increasing awareness among consumers, as well as the availability of a wider range of products at various price points and styles.

“Furthermore, installers are gaining more knowledge and expertise in handling shower toilet installation, which in turns boosts consumer confidence.”

Powerful flush

However, as product designer Christoph Behling states, the improvements in WC design should not be focused simply on the shower toilet as “The 21st century deserves better toilets. Full stop.”

Positioned as entry level for its shower toilet brand, Geberit has introduced Aquaclean Alba,which has a turbo flush, programmable user profile and adjustable water temperate via app

It has seen the development of ceramic glazes and rimless pans, with powerful vortex flushes, to help clear the pan and ease cleaning.

Marketing manager at Geberit Sophie Weston states: “Recent toilet development has focused on improved water efficiency, enhanced flushing performance and reduced noise levels.

Sales and marketing director of RAK Ceramics Ben Bryden agrees, adding: “Toilet have seen significant advancements in water efficiency, with many models using less water per flush while maintaining strong performance.”

But consumers who haven’t bought a toilet since 2011 may not be familiar with rimless designs, so it may be worth explaining to consumers how the pan has been designed to not only use less water but to boost cleaning.

Business development manager for Fluidmaster GB Colin Bland states: “Consumers are exhibiting a keen interest in features including overall design, performance and water-saving options.

“The rising cost of utility bills are in the consciousness of many consumers, and the opportunity to flush and fill using minimal water with maximum efficiency is important.”

Such has been the selling point of a powerful, water optimised flush, Villeroy & Boch has recently relaunched its entry level Architectura WCs with TwistFlush[e³], which it claims is twice as quick to clean as a WC with a rim.

Specialist retailer Lansdown Bathrooms & Kitchens has even included a working model in its new Cheltenham showroom, to showcase the optimised flushing and offer an engaging customer experience.

Quiet operation

Most recently, manufacturers have looked to enhance the WC by reducing the noise level of the flush, as well as water use, for added luxury appeal.

The Toto washlet features an integrated bidet function, with up to three spray types, and Tornado flush

The Toto Washlet features the Tornado flush, which operates at 4.5 litres with a noise level below 64.8dB and at ISH 2024 Laufen introduced the Silent Flush, which uses gravity and air pressure to create a quiet, yet powerful siphonic flush.

Brand marketing manager Emma Mottram explains why a quiet flush is important: “The Laufen Silent Flush system offers several benefits. Firstly, it delivers a silent flush, making it ideal for households with light sleepers or people who prefer a quiet bathroom environment.

“Secondly, it uses a low water volume, making it an eco-friendly option. Thirdly, the Laufen is easy to install and maintain, and it operates without the need for electricity or any additional components. And finally, the dynamic water vortex created by the flush leaves the toilet perfectly clean.”

She says highlighting these advantages could persuade customers into a purchase and increase profitability of a sale.

Offering an overview of how toilet technology will develop, Sophie Weston states: “Ultimately, the future of toilet technology will be about enhancing the overall bathroom experience, continuing to users’ daily wellness routines, and turning the bathroom into a technologically advanced, yet deeply personal space within the home.”

And Ben Bryden of RAK Ceramics agrees, concluding: “By emphasising comfort and long-term savings, retailers can make it easier for shoppers to consider upgrading to better toilet options”.

Making shower toilets more affordable is the Grohe Sensia Pro shower toilet with rimless design, vortex cleaning and two spray heads