Multifunctional taps offer so much more than cold, hot and boiling water – now you can adjust the temperature and even choose the amount of bubbles in your sparkling water. Sally Smith reports.
Innovation in the hot tap arena means brands are responding to customer demand with 4, 5 & 6 multifunctional taps offering personalisation options to adjust the temperature of the hot and cold water flow. In addition, advanced filtration units have vastly improved both the taste and quality of drinking water.
"3-in-1 taps have established themselves in the market sweet spot for sales and there is growing desire from consumers to trade up higher and differentiate with 5 and 6-in-1 multifunctionality, which gives them enhanced design kudos and prestige. Consumers increasingly view these taps as essential in modern kitchens, in the same way that dishwashers and washing machines have become the norm for the majority," explains Jo Sargent, sales & marketing director at Franke UK.
"Our new Mythos Water Hub 6-in-1 model offers scope for personalisation, such as adjustable boiling water temperature and carbonation levels for sparkling water, controlled via a dedicated app," Sargent adds.
Other brands have seen an increase in customer interest in these more advanced multifunctional taps.
Tamsin Mills, brand communications manager at Blanco, agrees. "We launched Blanco Choice at the start of 2024 and we’ve had really positive feedback from our customers," she says. "It offers a completely customisable experience, from the intensity of bubbles in sparkling water to choosing the exact temperature of hot and cold water to the amount of water dispensed, all at the touch of a button. This integrated drinking system provides better tasting water in a wide range of formats and temperatures, the under-sink water conditioning unit holds all the elements making it easier than ever to plumb in under the sink and setup."
Daniel Boulton, procurement manager at Clearwater, adds: "We have seen a noticeable increase in the demand for multifunctional taps recently. Consumers can see the benefit of the different water options on offer with instant hot water for tea or coffee, cold, and filtered water has really driven their popularity. The water tanks, CO2, and filter cartridges, require minimal plumbing changes for installation and the customised adjustable spray patterns offer the convenience and practical features people are looking for in their kitchens."
Research provided by InSinkErator into consumer kitchen design needs recently revealed that 37% of homeowners would like an instant hot water and filtered water tap. It is now estimated that 80% of new high-end kitchens and 20% of more modestly budgeted new kitchens include them.
Anne Kaarlela, InSinkErator marketing communications & customer service manager Europe, is clear on the company's strategy. "Our aim is to educate the customer about the latest products by using consumer marketing, influencer and social media activity so that they enter kitchen retailers with a clear idea of what they want from their multifunctional tap."
She adds: "It’s worth emphasising to customers that filters are very simple to change and the system does not need any other servicing. Other than power supply and placement aesthetics, there is not too much to consider regarding installation, making them simple to add to most homes."
Water quality concerns and the desire for better tasting water is a key priority for many customers who want to be confident they can control water quality in their homes.
Dan Biddle, product manager at Abode, has seen a growth in this market sector. "Filtered water is set to become an increasingly desirable ‘designed in’ feature in the kitchens of the future. The Government has a target of eliminating avoidable plastic waste by 2042, so the option to switch from bottled water at the supermarket to filtered water at home has to be both cost-effective and effective."
Lewis Neathey, leader, product management Grohe UK, Lixil, EMENA, adds: "The latest filter options allow users to incorporate additional minerals into the water such as magnesium and zinc so that the water is not only clean, fresh and filtered but also makes a positive contribution towards their daily intake of essential minerals."
Working displays set up in showrooms are a good way to highlight the benefits and differences between entry level 3-N-1 taps and the high-end 4,5 & 6 taps to potential customers.
Nick Taylor, head of residential at Zip Water UK, has seen this first hand. "The showrooms that sell the most multifunctional taps are those that have a working model on display – there’s no better way to hook a customer than by showing how easy and smooth the dispense is and by allowing them to experience the pure-tasting water first-hand."
Manufacturers understand the importance of customer engagement to drive through sales. Stephen Johnson, MD at Quooker UK, says: "We have prioritised investment in marketing and advertising directly to the consumer. We take the hard work away from our dealers, making the purchasing process as streamlined as possible so customers are convinced of the investment before they even walk through the retailers door."
Alexandra Rowe, director for Qettle, adds: “What has really fuelled growth is the availability of more accessibly priced taps that still deliver 100°C boiling water alongside chilled and filtered drinking water, that do not bust the budget. It's still a big-ticket item for people, but it's relatively affordable and has certainly led to multifunctional taps becoming more mainstream products.”
