We take a look at how the trend for personalisation continues to drive shower sales and how it impacts sales conversations in retail showrooms

Forget the one size fits all deluge showers, as the solution for everything consumers want in a shower. Sure, they want to experience water, but it has to be delivered in the way that suits their individual preferences, at that moment in time, and with a look that matches interior design requirements for a variety of bathroom spaces.

Lewis Neathey, leader product management UK Grohe, Lixil EMENA points out how personalisation impacts showers: “The concept of personalisation is becoming increasingly important in bathroom design.

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“This may involve customising the layout, fixtures, finishes and accessories to create a space that reflect their personal style and enhances their overall wellbeing.”

And product manager of Abode David Boddy agrees, adding: “Premium manufacturers are retailers are working together so that’s its easy to demonstrate how the complete shower package will work in the bathroom or ensuite as a whole as part of the customer journey.”

Spray types

As part of creating a desired ritual experience, bathroom designers need to carefully consider water flow and spray patterns, along with controls.

Reminiscent of a chandelier, Aquahalo from Dornbracht is a ring-shaped shower head offering three spray patterns in a choice of Chrome, Brushed Platinum, Brushed Champagne and 22ct Gold

Director of category management at Dornbracht Tim Bohmann comments: “Personalisation which allows us to tailor water flow, temperature and duration allows a user to choose what will make them feel at their best in that moment.

“From a post-workout shower to boost circulation and wellbeing to a massaging jet of water before we got to bed, showers need to fulfil a lot of demands.”

It gives retailers the opportunity to engage with customers about the differing functions of a shower, for a possible trade-up in specification.

“In my view, the demand for bespoke showering solutions is a great way to educate the consumer about the range of options and explain how the latest features can enhance the at home beauty and wellness experience”, says product manager of Abode David Boddy.

Water efficiency

Talking about spray types perhaps also provides retailers the opportunity to introduce the notion of water-efficient flows, providing sustainable showering solutions if required.

The Methven Aurajet Aio is available as an overhead shower, dual shower system and handset and as a Low Flow model with 5.7 litres/min

Certainly, it is a topic that is going to grow in importance with the Government setting compulsory and stringent targets in new house build – the refurbishments of tomorrow – and plans to encourage consumers to use water more efficiently.

Head of marketing and product at Methven UK Emma Foster of Methven states: “Showers in 2024 must be able to offer two things – a high level, invigorating shower experience and water saving benefits.”

And brand and communications manager for Hansgrohe UK Emma Freeman  agrees: “For many, sustainability is a top priority, however experiences still matter.

“The technology included in the latest eco showers and showerheads maintain the luxurious showering experiences many customers are looking for, while making water-saving effective and straight-forward.”

In fact, industry experts suggest there is a ground swell of consumer interest in water efficiency when showering.

Lewis Neathey of Grohe UK offers some statistics when he points out: “We know there is clear demand for efficiency and sustainability when it comes to showering. In a 2023 study conducted by YouGov, commissioned by Grohe, a majority of people (67%) notes that they are conscious of their environmental impact when showering/bathing.”

He points to the role of the bathroom designer in helping educate, inform and offer choice to meet their needs.

Colour choice

Of course choice is paramount when it comes to the variety of finishes and textures available to consumers.

Abode Serenitie Concealed Thermostatic Shower Valve (2 Exit) with 8mm Circyular Showerhead and Wall Mounted Circular Shower Arm in Antique Brass to match basin mixers, bath fillers and bath/shower mixers

With interior fashion tastes moving away from chrome to warmer metallics, it enables designers to meet all design tastes at a variety of budgets.

Albeit, this choice arguably also brings in complexity for a designer to match the same finish across all brassware elements in the bathroom.

Tim Bohmann of Dornbracht continues: “A huge element of personalisation also comes from a choice of colours and finishes, and this is factor that is accessible at different levels and price points to the market.

“Whether a co-ordinated approach across the showering space and into the wider room or a mix and match approach, the fittings we choose become an extension of our interior preferences and give us permission to express ourselves through design.”

Grohe offers up to 10 coloured finishes across concealed and exposed values, with round or square showerheads and two black finishes to cater for differing price points.

Combining materials

While at the top-end of the market, shower manufacturers have introduced a variety of materials into shower design.

Designer brand from the Hansgrohe Group, Axor now offers the Axor ShowerSelect ID which allows designers to personalise the valve with a choice of shapes, finishes and materials

Created in collaboration with Phoenix Design, luxury bathroom brand  Axor introduced Axor ShowerSelect ID showers in the full range of Axor FinishPlus surfaces combined with natural materials using Axor Signature custom inlays.

These include black Nero Marquina marble, white Lasa Covelano Vena Oro marble, black walnut and mirrored glass.

While Grohe introduced its Private Collection in 2023, which includes showers, in a range of finishes, with Caesarstone Quartz and optional knurled knobs. Earlier this year, it introduced the Allure Gravity Private Collection in Milan, spanning basin, bath and shower, with exchangeable cover plates crafted from glass, mirror, or marble.

Design for use

Not based on aesthetics alone, careful design choices can also offer consumers practical benefits, enhancing ease of shower use for a broader church of consumers.

Part of the Grohe Spa collection, is the Rainshower Aqua featuring a choice of ceiling mounted modules, thermostats and body jets

Emma Freeman of Hansgrohe UK comments: “The cost-of-living crisis is a major contributor to the current trends we are seeing the bathroom sector.

Multi-generational homes are on the rise, particularly with an ageing population and increasing care costs in the UK. “ According to the ONS, 2.1% of households in England and Wales are multigenerational, up from 1.8% in 2011.

So to suit a wider choice of needs, showers can be personalised with digital operation, which allows preset programmes, through to paddle or push and turn controls, and even knurling to aid grip.

David Boddy of Abode expands on this point: “Attention to detail in manufacture goes hand in hand with attention to detail in the showroom so customers can enjoy a bathroom which is functional ergonomic, attractive and on-budget.

“This might include steering customers towards knurled finishes on the controls, which are easier to grip or encouraging them to check that a handheld shower is a comfortable weight to hold for everyone in the household.

“In addition, it makes sense to point out that if your customer has young children, that choosing a wall or ceiling mounted showerhead with a separate handset is a good move, as the controls will be lower down and easier to reach.”

As innovations continue to enter the shower market, such as the advent of heat recovery systems to reduce the amount of energy needed to warm up water, there will be even more options open to consumers.

“We feel shower personalisation will advance to become more enlightening for the user, possible through sharing data monitoring and tracing water usage or habits”, exclaims Emma Foster of Methven.

One thing is for certain, there will be a shower – offering a luxurious experience – for every lifestyle demand, interior taste and pocket.