Increased levels of new house building over the last couple of years combined with relatively buoyant consumer confidence, has created reasonably good sales growth in the shower equipment market in 2016 and 2017, with a growth rate of around 5%.
Recent research has highlighted that market penetration levels have grown significantly for showers since the turn of the century to reach a whopping 90% in 2016, with at least one shower installation in the vast majority of UK households. Encouragingly, despite the current difficult political climate (and no I’m not going to mention the dreaded B word but more of that immediately after this article), steady growth of around 2-4% per year is currently forecast right through to 2021.
Shower controls account for the greatest proportion of the shower equipment market with 46% share by value in 2016. Enclosures, screens
Shower controls account for the greatest proportion of the shower equipment market with 46% share by value in 2016. Enclosures, screens and trays account for somewhat less than the shower controls sector, while the maturing shower market and higher level of shower usage has led to some share growth in replacement products, such as shower accessories.
In recent years, innovative product development in the shower equipment market has focused on quality and design with a trend towards higher value products and contemporary styles. Demand for digital showers have also shown solid growth as the use of 'smart' technology in UK homes becomes more prevalent, with plumbing and kbb installers also increasingly familiar with digital showers and the installation benefits they offer. Subsequently, we have featured BiKBBI sponsors Aqualisa, on the front cover of this
Shower controls account for the greatest proportion of the shower equipment market.
Demand for digital showers have also shown solid growth as the use of 'smart' technology in UK homes becomes more prevalent.GROHE, Smartbox in white MIra, Mode Dual Shower
Driven by our upgraded QuartzTM Smart Valve and easy to install.
Precision engineering sits at the heart of our smartest most personal shower.
Discover more at aqualisa.co.uk/q
supplement as the company is a leading and pioneering manufacturer and supplier of smart shower technology.
A maturing shower market means that there are greater levels of replacement purchases than ever before which facilitates consumer product upgrade and genuine added value opportunities. An increasing number of shower products are now designed specifically for retrofit purposes, such as electric showers with multiple cable/water entry points and mixer showers with standard pipe centres.
Demand for 'inclusive' showering solutions is growing, as increasing numbers of elderly and disabled people are now living at home, creating demand for accessible solutions that make the bathroom easier to use and more functional. For example, walk-in enclosures, wetroom areas, level access trays, thermostatic shower controls with easy-to-use controls, shower seats, grab rails etc. Redditch based Care-In- Bathing is a huge player in the mobility solution bathroom market; the company designs, supplies and fits ‘inclusive’ bathrooms direct to the consumer and its entire team of installers across the UK are now meet the BiKBBI criterion and are members of the institute.
Water-saving and products that help the environment are now a prime consideration for most householders and
with over one third of UK homes on a water meter, the demand for water efficient shower controls is definitely on an upward curve. Consumer choice of these products is better enabled these days with the addition of the Water Label on shower packaging which makes it easier for consumer product comparison of water usage differences between competing products.
So what about the future? With all the uncertainty of the
Demand for 'inclusive' showering solutions is growing, as increasing numbers of elderly and disabled people are now living at home.
eventual ‘Brexit’ impact, will there not be a real squeeze on the UK shower market?
Well, not according to AMA research there won’t, according to Hayley Thornley, Research Manager, "The market is expected to increase by around 13% between 2018-2021 as new housebuilding volumes are set to continue increasing despite the uncertainty currently surrounding the UK's exit from the EU, and prospects remain positive in this sector, supporting demand for showers installed in new build homes.” She added, “In the commercial sector demand for showering equipment is likely to
emulate from private new build and RMI activity in the hotels sector, care homes and health & fitness clubs/ gyms."
It seems that the shower equipment market will continue to fragment and the number of own-label products, often sold via the Internet, is likely to increase.
Online retailers are becoming significantly more important as consumers increasingly use the internet to source the best deals, but manufacturers are also selling spare parts and accessories direct to the consumer online.
Competition from non-UK suppliers is also likely to
grow, and pricing pressures are likely to remain intense due to the high level of imported product and the growing number of competitive distribution channels such as the internet, home improvement multiples and other major retailers.
The 'Shower Market Report - UK 2017-2021 Analysis' is published by AMA Research, a leading provider of market research and consultancy services with over 25 years' experience within the construction and home improvement markets. www.amaresearch.co.uk
According to MTW research, the UK shower market looks set to safely navigate what it describes as the “Brexit blip” relatively unscathed. The company has discovered that while the prospect of Brexit is “dampening performance, robust demand continues to support above inflation growth in 2018”.
The 270-page report found that millennials and “empty nesters” are softening the
effects felt by Brexit on the shower market, as the younger generation are found to be “twice as likely” as over50s to move and renovate a new home to boost volume demand, while empty nesters represent “a key opportunity to drive value growth”.
“The Brexit vote has undoubtedly slowed growth for the showers market but with refurbishment demand from a dwelling stock of
almost 29 million, volume demand rising from ‘millennials’ and value growth underpinned by the 50+ age group there are many reasons to be optimistic for the future,” said MTW director Mark Waddy.
Order the showers market report by MTW Research from: www.marketresearchreports.co.uk
So what about screens and enclosures? Pete Mills, Director at theshowerlab™ is very upbeat about what lies ahead for the market, particular for shower enclosure and screens, which is the product sector his business is operates, he states, “The future for the showering market is extremely positive, especially for manufacturers who can quickly respond to ever changing demands from consumers. We’ve been offering all of our shower screens in a contemporary Matt Black finish for more than four years and finally our competitors have caught on and are suggesting that this is the next big thing. Meanwhile, we have launched a stunning Brushed Gold/Brass finish to compliment the current offer from leading brassware manufacturers. We hope that everyone else continues to take forever to respond to market demand as we expand our products and service across the UK and Ireland! ”
Michael Gray, Product Manager at GROHE UK states ‘‘Drench head style shower heads remain a popular choice due to the volume and force of water they provide. However, shower heads offering multiple sprays, and a design finish that will match or complement the rest of the brassware in the bathroom, are also now highly desirable. The size of the shower head also becomes an important feature as the size of the head can impact
the performance felt by the user. The bigger the shower head, the less forceful the water becomes. If you’re looking for a more powerful showering experience, choose a shower head with a small diameter. Though water flow is less, water pressure will increase, delivering a stronger and more invigorating flow. Square shower head designs are becoming more popular, and can add an on-trend look to the room. Lozenge shaped shower heads are another great option and are
designed with the human body in mind.’’
In addition to the style of shower head, the market is also favouring atypical head finishes like matt black and warm metallics’. For example, the Methven Black collection, launched in late 2017 was introduced in response to consumer demand for black
products and Simon Cornelius, Head of Marketing at Methven UK says “The response to our Black Collection has been very positive and we were keen to incorporate another of our patented shower technologies to appeal to an even wider audience. Matte black is very much on-trend right now and we hope these products will continue to capture interest.”
"Wet rooms allow for an immersive luxury, shower experience. Depending on the space available, opt for a large 12-inch shower rose combined with body sprays and rainbars for the ultimate indulgence. Important factors to consider when creating a wet room include the placement of products to make the space work; lighting to set the right mood; unique details to catch the eye and most importantly, the overall feel” says David Cole, Sales Director for Perrin & Rowe®.
Digital Showers are showing huge growth across home markets, showing clear preference towards higher value products which offer smart technologies and a contemporary design aesthetic. Consequently, as the use of smart technology in UK homes becomes more prevalent, it becomes even more paramount that you are increasingly familiar with digital shower solutions and the installation benefits they can offer you and your customers.
For example, Aqualisa’s Visage smart provides all the advantages of intelligent showering technology packaged within a stylish, contemporary design. You can choose between a
concealed control and an easy to install exposed design, both available with smart technology. The smart diverter provides your customers with the ability to instantly transfer water between shower heads and bath fillers: all controlled by the Visage remote control (sold separately). This convenient remote can be sited inside the showering area, as long as it is not subjected to continuous spray, or installed outside the showering area up to a maximum of 10 metres away from the Digital processor.
For ultimate personalisation, you could recommend an Aqualisa Q™ smart shower system. Crafted with high quality materials and driven by precision engineering, Q™ was designed with your customer in mind. At the heart of Q™ lies My Q™, which allows the homeowner to choose from a range of pre-set experiences such as ‘Eco’, ‘Sport’ and ‘Family’. My Q™ also gives the option to create and save personalised showering experiences with unique combinations of temperature, outlet, flow and duration:
ideal when fitting out a family bathroom that requires multiple users!
Michael Gray, Product Manager at GROHE UK says ‘‘Trends in the marketplace certainly show that the demand for concealed products is continuing to grow and it seems the shower space looks set to transition from traditional exposed systems to more sleek and stylish concealed models where the mechanics are hidden behind the wall. Bulky fittings and unattractive
pipework can now be a thing of the past, offering homeowners the freedom to have a more streamlined and aesthetic bathroom design.’’
Michael continues, ‘‘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. 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.’’
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 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.
Saunders, Senior Technical Manager at Triton Showers agrees with the level of growth and
Nuance is different.
This unique wall-panelling system is transforming bathroom design and beyond as the smart alternative to tiles.
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explains “As the digital market goes from strength to strength, we recognise how important it is that the industry keeps up with ever-changing customer demand. For instance, our new HOST Wireless Digital Mixer Shower gives installers access to a versatile, easy-to-use product that will not only help you to take advantage of this growth but, thanks to compatibility with future technology, means you can also provide your customers with future-proofed shower options for years to come.”
It is easy to become blinkered in terms of new product innovations like smart technology, however Craig Baker, Deputy Managing Director of Mira Showers,
highlights how installation can be as straightforward as any other shower. ‘‘Generation Z, also known as the digital generation, demand efficiency and style in every aspects of their lives, from the workplace, to the home. The bathroom is no exception and digital showers are the latest innovation in shower design and technology, offering stylish, minimalist design with attractive features such as precise temperature control, to within a degree. Installers must be able to meet this growing demand and, with the correct resources and guides, installation can be as straightforward as any other shower installation. What’s more, they also offer the perfect opportunity to upsell to
“Smart technology is redefining how a home functions and the level of growth predicted in the smart home category over the next 5 years, means the importance of smart technology for showers has never been more significant.”Wendy Bennett,
Customer Experience Director at Aqualisa Products Ltd
customers looking to fit a new shower’’
Mira Showers actually offer installer-friendly solutions like ‘The Mira Mode’: including its app where users can ‘personalise’ their shower to suit their own individual needs. The app also has some handy installer features,
including configuring the water outlets, and setting/adjusting the maximum temperature. Installation is made easy with the new Mira Mode Shower, with a step-by-step guides on YouTube, as well as an Information User Guide included with the shower.
In addition, the Mira Mode app includes useful troubleshooting features so you can very easily switch the outlets if connected the wrong way: removing the need to start all over again or fit additional pipework.
Craig concludes, ‘‘When it comes to digital showers, quality cannot be compromised. There are a wide range of digital showers available but, to prevent repeat call-outs, installers should only choose trusted brands that offers the tools and support needed to install digital showers with confidence. The digital revolution shows no signs of slowing down and it’s important that installers are able to offer the latest showering innovations if they want to keep up with growing trends, and with trusted manufacturers providing the support and tools needed to fit digital showers, installation is made easy.
Final word goes to Wendy Bennett, Customer Experience Director at Aqualisa Products Ltd, who comments, “Smart technology is re-defining how a home functions and the level of growth predicted in the smart home category over the next 5 years, means the importance of smart technology for showers has never been more significant.
“Key drivers of the smart shower market will be Bluetooth and internet connectivity, which will
allow the homeowner to interact remotely with the shower control through a device. We will also undoubtedly see voice-activated shower systems, potentially through a virtual assistant, paving the way for more minimalist bathroom design, as physical interaction with the shower itself will no longer be required.
“Aqualisa took the shower industry into the digital era and continues to bring market leading innovation to shower control technology, developing new generation benefits when it comes to the automatic and remote operation for temperature and flow. The convenience, assurance and everyday pleasure of pre-set and personalised shower programmes have genuinely changed the user experience, while Aqualisa also sets the industry benchmarks for stylish design that’s easy to use and, crucially, easy to install.”
“The shower wall market is facing an exciting time. The amount of new technologies around, such as our own MTX, that can change the look, feel and finish of these spaces is presenting homeowners with more choice than ever before.”Peter Clifton, Product Manager for MEDITE TRICOYA EXTREME at MEDITE SMARTPLY
‘‘Tiling takes time – and is expensive. According to Which? Magazine, tiling a 7ft by 7ft small bathroom can take 1-3 days and costs up to £800. A large 13ft by 7ft room would cost around £1315 to tile and take 3-6 days. Add the cost of the tiles and the noise and disruption involved in having the work done and it becomes an unattractive prospect for homebuilders or renovators’’ says Paul Findley, product sales manager for Bushboard's Nuance wall paneling, “But what if a sleek, easy to maintain waterproof surface could be installed in as little as four hours for an average bathroom – and
even be used to cover old and past their best tiles? In time trials conducted by Bushboard, fitting Nuance bathroom wall panelling was six times faster than ceramic tiling. The market for wall panelling in bathrooms, WCs, wetrooms and showers is still in its infancy. As consumer awareness grows and the range of decors and finishes develops and as consumers see the product in hotel bathrooms, increasingly retailers will offer Nuance as a genuine alternative to tiling. For a professional installer it is very easy and quick to install and when installed using Bushboard's
own BB Complete adhesive, the installation is also guaranteed for 15 years. The use of our adhesive is critical to validate the guarantee - we have invested in our own compound, one that is superior to other products and allows us to guarantee the product with confidence.’’
Did you know that Nuance panels are 100 percent waterproof, and there is no need for ugly extrusions or trims which means the finished effect is sleek, virtually seamless and a cinch to clean. Ideal for bathrooms, cloakrooms, showers and even
wetrooms, Nuance panels are ideal for any site where downtime needs to be kept to an absolute minimum. Post formed edges make external corners easy and the choice of panel sizes reduces waste: ideal for quick and easy installation.
Steph Harris, Product Manager at Showerwall comments, ‘‘We have noted a definite shift in perception in favour of using wall panelling in the bathroom for shower enclosures, feature walls and around baths. Consumers and installers now have a greater understanding of the benefits panels have over tiles because of their easy maintenance, the superior aesthetics of large expanses of seamless surface and the huge choice of fashionable designs now available with a realism we haven’t experienced before. Panelling also wins out in terms of installation because it can be easily fitted by a kbb installer.’’
In terms of material choice then Steph at Showerwall confirms, ‘‘The increasing use of sheet materials in bathrooms has
really captured the consumer’s imagination and they are much more open to experimenting with, for example, custom printing on laminate and acrylics. We have already seen an upturn in our digital printing solution for wall panelling because it allows them to stamp their individual style on the space by choosing from our library of distinctive designs or having a favourite place or personal photograph digitally printed.’’
Consequently, the install market for innovate wall panels is on the rise and a revolutionary engineered wood panel guaranteed in wet environments for up to 50 years has been
introduced to the market by MEDITE TRICOYA EXTREME (MTX). Impervious to the affects moisture through the process of wood acetylation, MTX has been made using a process studied by scientists for over 80 years and is now patented technology. It’s done by reacting otherwise non-durable softwood chips with acetic anhydride, which effectively changes the way wood reacts with water, and reduces
its vulnerability to digestion by water-based enzymes, which would otherwise cause decay. MTX demonstrates outstanding durability and dimensional stability even in extremely humid, moist environments like the inside of your shower! It can be cut, machined and used in exactly the same way as other wood fibreboards. It can be finished with water-based paints, laminates, foils, melamine papers
and many other options.
Peter Clifton, Product Manager for MEDITE TRICOYA EXTREME at MEDITE SMARTPLY says,“The shower wall market is facing an exciting time. The amount of new technologies around, such as our own MTX, that can change the look, feel and finish of these spaces is presenting homeowners with more choice than ever before.”
Showerwall in Blue Toned Stone, from the Quarry collection, features Proclick technology for a seamless finish and quick and easy installation.
“The increasing use of sheet materials in bathrooms has really captured the consumer’s imagination and they are much more open to experimenting with custom printing on laminate and acrylics. Our digital printing solution for wall panelling allows customers to stamp their individual style on the space by choosing from our library of distinctive designs or having a favourite place or photo digitally printed.”Steph Harris, Product Manager at Showerwall
Bushboard’s new brochure for its best selling Nuance, alternative to ceramic tiling, waterproof wall panel collection is packed with inspiring design ideas and practical advice.
The new brochure completes a lineup of retailer marketing materials that includes swatch sets, displays, and even test-rooms if a contract project is large enough.
The 44 page full colour brochure shows the thirty plus designs. Inspired by natural materials, the decors include stone, marble and wood effects available in gloss, ultramatt and textured finishes and is packed with ideas on how to use the panels to create stylish bathrooms – including a swish hotel style and a super practical family shower room.
An online version is available from: www.bushboard.co.uk
The newly updated Showerwall bathroom panelling range features exclusive Proclick installation technology. Proclick’s mechanical locking system provides seamless, almost invisible joints, eliminates the need for joining trims between panels and assures high performance, easy maintenance and fast fitting.
Ideal for use in shower enclosures, around baths, behind basins and to create statement feature walls, there are 43 Proclick décors in the Showerwall range in addition to 23 acrylics, offering the largest choice on the market.
The grout-free lightweight Proclick panels are available in two sizes of 600 x 2440mm and 1200 x 2440mm for added flexibility and are easy to install, even over existing tiles. An even greater sealing performance is guaranteed at the base of the Proclick panels using Sureseal, which provides four points of cover with the sealant line protected by a neat and discreet trim.
www.showerwall.co.uk
For customers demanding a high quality shower enclosure but who are limited on space in their bathroom, the striking design of theshowerlab’s new Rhodium 45 is the perfect solution. Featuring an luxurious inward opening door that cleverly hinges from the adjacent return panel, this particular configuration of frameless shower screen allows for a generous shower space to be created in even the smallest of rooms.
As with all shower screens in the company’s new Showering Collection 18 portfolio, all glass is 10mm thick and benefits from Clearshield Easy Clean protective coating.
Theshowerlab™ combines great products, a huge array of handles, component and glass finishes, Standard size screens delivered from stock within 48 hours and leading Customer Service.
www.theshowerlab.com
Aqualisa has launched a series of training videos covering the most common queries for some of its most popular products.
Available on Aqualisa’s website and Facebook page, the short videos include an overview of how smart showers work, plus easy to follow step-by-step guides for the Aqualisa Quartz and QTM ranges, the smart valve and bath fillers.
Vicky Daniels, Channel Marketing Manager at Aqualisa commented: “With a growing interest in smart showers in particular, we wanted to give installers easy access to training materials that can help them day to day, enabling them to take full advantage of this growing market.”
To watch the videos please visit: www.aqualisa. co.uk/customer-care/smart-installation-videos or search Aqualisa Showers on Facebook.
www.aqualisa.co.uk
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