SHOWERING FEATURE

APRIL SHOWERS

As a result of the maturing shower market and high level of shower usage, replacement products such as shower accessories is where the market has seen the biggest growth at 13%, says AMA Research. The market report, ‘UK 2015 to 2019 Analysis’, suggests that the majority of UK households now have at least one shower in their property which means 23.8 million UK homes have the potential need for a plumber or fitter.

Premium manufacturers are now producing products that have been specifically designed for retrofit purposes, and with ease of installation a primary concern for the install market then it is these smaller shower accessories that are securing a quick business win. So what does this mean for the once humble shower enclosure, tray and screen options?

Martin Walker, CEO at Methven UK, says “Our easy fit rail kits remove the hassle associated with fitting a new shower rail; simply screw in the wall fixing and twist and lock the rail bracket into place, it couldn’t be easier. Utilising Airsteam technology, these shower kits provide our customers with three function spray options gifting them with a truly invigorating shower experience.” 

“Products with advanced user recognition features will become more common, such as voice activation, and app control has already made its way into the bathroom. GROHE offers various products which can be controlled via a simple app on your phone such as Aquasymphony shower with light, music and steam functions."

Michael Gray, Product Manager at GROHE UK

Additionally, future trends continue to highlight modern wetrooms, walkin shower areas and digital showers. All are contributing to driving the market forward as are wetroom areas, large walk-in frameless and semi-frameless enclosures, rainfall showerheads, digital controls and steam cabins are now seen as a luxurious alternative to bathing. And, as more consumers become aware of digital controls, plumbers are becoming increasingly familiar with the installation benefits.

Michael Gray, Product Manager at GROHE UK agrees “As in the rest of the home, consumers are now looking for smart solutions in the bathroom. In response, GROHE will continue to develop technologies that improve water experiences for our customers. Products with advanced user recognition features will become more common, such as voice activation, and app control has already made its way into the bathroom. GROHE offers various products which can be controlled via a simple app on your phone such as the Sensia Arena shower toilet, Aquasymphony shower with light, music and steam functions, and the new GROHE Sense which helps 

GROHE SmartControl Rainshower® System

to protect your home from water damage by detecting leaks or abnormal levels of humidity and allowing you to shut off the water supply remotely. App control allows the user to easily personalise their bathroom experience by allowing them to choose their preferred settings and remember them each time. The smart home will also be able to make resource management really efficient without affecting the user– saving water and energy without impacting on product performance and enjoyment.”

The wellness trend is now well established in UK bathrooms too and Joe Stephens, Product Designer at Roper Rhodes gives us his thoughts "Drench showerheads are a fantastic choice for those looking to create a spa-like showering experience. Large, 300mm showerheads, which can be ceiling mounted for a dramatic effect are perfect for this as they create a cascading rain shower effect. Diverter valves are very popular as they give the ability to switch the flow of water between two or even three different outlets, such as the main overhead shower, a handset and a bath filler. Air-drive handsets mix air with the water flow to 

Roper Rhodes SVSET44 Factor Dual Function Shower System

"Drench showerheads are a fantastic choice for those looking to create a spa-like showering experience."

Joe Stephens, Product Designer at Roper Rhodes

create an aerated bubble spray, which uses less water without compromising your shower experience."

Doug Hart of Grange Design agrees with Joe Stephens and explains “The function of the shower is just as important as the look, and although very subjective, choice is often led by what type of functions your customer wants or needs; two controls, three controls, etc. In terms of the design aspect, then a showerhead is not as obvious as the tap or basin, however it is the showerhead that is often more practical as functions and needs continue to change. For example, a shower system that offers more than one outlet of water is typically viewed as having ‘spa-like’ qualities. An overhead shower head partnered with a hand shower can elevate the shower into a luxury purchase for any customer, but throw in a multifunction showerhead with a few body jets or chromotherapy features and your customers will be able to emulate a 5* luxury spa or resort at home.”

High quality materials and cutting-edge designs are another growing trend across the shower market as Michael Gray, Product Manager at GROHE UK explains “The finish of brassware is a big emerging trend, and this can affect whether a product looks contemporary or traditional in design. For traditional styled rooms, consumers might consider a rose gold finish, which adds a touch of elegance to the room. If a consumer is looking to create a modern space, they might opt for white or grey which makes a statement and can add a futuristic element to the room’s decor. Chrome is still a popular choice with consumers, however more is now demanded from it.

Illuminated Multifunction Showerhead by Crosswater

Dynamo Showerhead by Crosswater

Customers want chrome surfaces that are longlife and will retain their flawless finish for decades, no matter what they’re put through. As a result, GROHE uses a unique chrome plating process that ensures a robust and beautiful finish.”

As well as design aesthetics, water efficient shower controls are growing in popularity can be a direct result of introducing the Water Label on shower products from 2014. Sustainability and water efficiency has to be recognised as a major concern for the UK homeowner with more consumers becoming aware of environmentallyfriendly, water and energy saving shower products.

Margaret Talbot, Marketing Manager at VitrA UK explains “We believe that as the UK becomes more environmentally conscious and concerned about water usage, the popularity of showers will continue to rise at the expense of traditional bathing (baths)."

Margaret continues, “Technology can now be used to help timeconscious consumers. For example VitrA’s Smart Electronic Mixers (SEM) have the capacity to save each family member's  “We believe that as the UK becomes more environmentally conscious and concerned about water usage, the popularity of showers will continue to rise at the expense of traditional bathing (baths)."

Margaret Talbot, Marketing Manager at VitrA UK

personal showering preferences in terms of water flow and temperature, which reduces time and effort spent re-adjusting the dials before users bathe. Adjustments are easily made via a touch-screen on a central control panel. Aside from providing a superior bathing experience, SEM is also noteworthy for its improved hygiene. Paired with the Monolith shower tray, VitrA Clean technology ensures that the glass shower wall has a constant spotless appearance. Being clean has never been so effortless or efficient.”

In short, the ageing UK population, growth in multigenerational households, and changing demographic profile for the shower market is all having an impact on future product development and demand.

Change is inevitable, especially across the design market so don’t get left behind and ensure you stay up-to-date with latest trends, technological advancements and of course, ever changing industry legislations.