Will retail sales of water-efficient bathrooms ever catch up to new build?

There are few contentious issues in the bathroom industry; however the topic of water efficiency seems to be one. Just the mere mention to some high street retailers is as welcome as comments issued by Sun columnist Katie Hopkins on Twitter. Yet for the new build market, water efficiency is an accepted and growing part of specification, driven by Government legislation.

Water-saving expert at Ideal Standard, Tony Rheinburg comments: “The market for water efficient bathrooms has increased over the last three years with new build continuing to lead the way. Developers remain keen to meet the demands of the Code for Sustainable Homes, often beyond the basic levels required for social housing and Part G.” And he adds: “Although the code is to be dropped, there is still likely to be a keen interest in water efficiency amongst builders.”

With merchants and DIY giants involved in promoting water-saving products to the trade and consumers in-store, using the Water Label, are high street retailers in danger of being left behind?

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Potential for retail sales

Certainly, there is a need for water-efficiency as the population continues to grow, with people using more water than necessary, piling further pressure on resource. London alone is expected  to top 10million in the next 15 years. Added to this, 40% of homes now have water meters and there are expectations of greater penetration, and it’s easy to see why water efficiency is a developing market for retail. Marketing manager for Roca Group (UK) Georgina Spencer offers some statistics: “The latest research from AMA makes for positive reading, with the market for water-saving products estimated to be worth £164million in 2013 and forecast to rise to around £220million within the next five years, indicating that the domestic market is one with great potential.”

Bridging design and efficiency

But water efficiency seems to be viewed with suspicion by some retailers that it’s a New Age trend for tree-huggers and their discerning customers want a design-led, luxurious water experience. But water-saving products have been in the market for years. Managing director of Hansgrohe, Martin Mongan points out: “For decades Hansgrohe has been dedicated to developing water and energy-saving products, long before any binding regulations were introduced.” And industry experts say there is not longer a comprise between performance or design of more water efficient bathroom products.  Martin Mongan points out: “In the past, eco products were wrongly perceived as products whose performance was poorer. This perception is now changing.”

While in terms of design, much of the technology is hidden inside, as Georgina Spencer of Roca Group points out: “The latest water-saving features in brassware, for example, can be built-in at point of manufacture so the consumer gets the water effiencient benefits without noticing any difference in the appearance of the product.” While Tony Rheinburg of Ideal Standard adds: “Indeed, it could be argued that reduced capacity cisterns actually have enhanced designs as they allow for slimmer models.”

Offset with WC

With the largest user of water being the WC, it seems to make the most sensible starting point for water-efficient sales for bathroom retailers. Head of marketing at Twyford, Sabine Mane says: “There are easy wins with water-saving such as a 4/2.6 litre dual flush toilets which are proven to reduce water usage by 60% compared with a standard toilet.” She adds: “Given that recent AMA research tells us that there are still 7million inefficient high-flush toilets currently in the UK that’s a lot of water to be saved and a lot of potential sales.” A low flushing WC can also offset water use, should a consumer demand a deluge shower.

Tapping into savings

However there are a raft of showers and aerator taps that can also deliver great performance but using less water. Martin Mongan says: “Showers can use a lot of water but they don’t have to be inefficient and water-hungry. Simply by changing the showerhead for an eco model there is no compromise on design or quality.” He explains that using water saving products can halve water consumption in the shower from 18 litres to 9 litres and that taps can drop from 13 litres/min to 5 litres/min. And he says putting eco showers and standard showers on show, side-by-side, consumers can’t see or feel the difference. “This approach is proving successful with our working shower displays. When we put these into a showroom our average order value goes up but also our percentage of EcoSmart sales goes up as well.”

Retail catches up

But manufacturers believe more could be done to help inform and encourage retail designers and even specifiers to select water-saving bathroom products. Product and technical manager, sanitary, at Geberit, Victoria Willis exclaims: “Specifiers need assurance that such products won’t eat into too much of their budget.” However, experts point to water calculators and the Water Label as helping give water efficient bathroom product sales traction (see Expert View). “In the long term the Water label will change consumers’ attitudes to water saving and to how they purchase bathroom products. The labelling system gives them an easy reference guide so they can see at a glance how much water they can save by purchasing a certain  product, which will influence their purchasing decision”, says Victoria Willis.

It might not be an overnight decision, but manufacturers believe  over time retail will catch up with the specification/new build market. “Retail still has some way to go to catch up with the pressures put upon new build, so it’s likely that the market will continue to be weighted to the latter. The turning of the tide is likely to be slow but I firmly believe we will get there as more and more desirable products are launched are launched that deliver on aesthetics, performance and efficiency”, concludes national sales manager of VitrA, Darren Paxford.

This feature first appeared in Kitchens & Bathrooms News February 2015 issue