New survey highlights major panels opportunity for bathroom retailers

Growing homeowner demand for bathroom wall panels is reshaping the market and creating a clear commercial opportunity for retailers, according to new research. A study of 250 professional bathroom fitters, commissioned by Wetwall, found that bathroom wall panels have crossed a major threshold, and are increasingly becoming a preferred choice among consumers. The majority of installers (59%) say they first adopted wall panels because a homeowner specifically requested them, signalling a shift in consumer awareness and purchasing preferences.

 

Interest in the category has risen in recent years, with 87% of installers reporting increased uptake over the past one to 2 years, while few have seen any decline. Every fitter surveyed has used panels, and almost 99% continue to specify them today. Adoption is growing across a wide range of projects, with wall panels proving popular in refurbishment, new-build and commercial applications alike.

 

The research shows 58% of fitters cite quicker installation and better all-round value as the reason they started using panels, while 55% adopted the product purely because wall panels allow them to complete projects faster than traditional tiling. For retailers, this highlights the key benefits to communicate to customers, with wall panels offering less disruptive renovations, quicker installation and a smoother overall project experience.

 

Installers also report that durability and reliability are top priorities for homeowners (62%), followed closely by a premium finish and visual appeal (59%). Price ranks third (50%), showing that even in a cost-conscious climate, retailers can respond to a willingness to invest in long-term performance and design freedom. And while residential refurbishment remains the largest area of use, installers report strong uptake across commercial and contract projects, demonstrating the category’s growing suitability for high‑demand, high-volume environments.

 

Joanne Mailen, product lead at Wetwall, said: "For retailers and designers, the findings demonstrate how far the bathroom panels category has evolved. Today's wall panels are no longer being considered purely as an alternative to tiles; they're increasingly being specified as a first-choice solution. Installers are responding to a much more category-aware customer, with greater expectations around design, durability and ease of maintenance. As a result, wall panels are becoming an increasingly important part of the bathroom sales conversation."