According to a new annual report on the bathroom sector, when it comes to organic visibility, there has been a 16% increase in overall organic growth within the industry. The report, conducted by Salience Search Marketing, analysed 11 crucial performance indicators, including year-on-year visibility, search volume trends, and brand awareness, for bathroom names to reveal the brands dominating the industry.
The growth suggests that the cost-of-living crisis hasn’t stopped consumers from conducting home improvements, with home interior publication Ideal Home describing bathrooms as ‘one of the few truly private spaces in the house’ and as a space for creative freedom.
Through analysing the number of monthly searches for each brand and calculating an owned social score which combines the number of followers and engagement rate across major social platforms for each brand, the report unveils the most prominent brands in the sector.
The findings reveal Wickes is the most prominent brand in the industry. With over 300,000 social media followers and a sizeable 2,240,000 brand searches per month, Wickes is the market leader when it comes to brand awareness. B&Q is the second most prominent brand in the sector with 201,000 brand searches per month and over 700,000 social media followers. For brands, B&Q currently ranks highest with the biggest growth in visibility Year on Year with a 36% increase, followed by Wickes with a 22% jump since June 2022. In contrast, Leekes has seen the biggest drop in visibility with a staggering 76% decrease.
The latest report also assesses the current product trends, analysing which products are losing searches and which products are in demand. According to the findings, 'toilet roll holder wall mounted' sees the biggest increase in searches with a 98% increase. Meanwhile, 'walk-in shower ideas' sees the biggest decrease in searches, with a 46% drop. This suggests fewer consumers are browsing online for bathroom inspo.
As for product search volume, 'bathroom wall panels' has a sizeable search volume of over 33,000. The demand for the product suggests the interior decor is trending, with over 16,000 views on TikTok for #bathroomwallpanels.