Daphne Doody-Green: Consumer confidence matters more than ever for bathroom retail

Daphne Doody-Green, chief executive of the Bathroom Association, argues that while recovery is beginning to stir in the bathroom sector, fragile consumer confidence, inflation risks and renewed geopolitical uncertainty could still delay spending decisions 

Having an optimistic outlook is part of my DNA, although recent years have taught even the sunniest among us a degree of caution. For the bathroom sector, the mood feels less heavy than it did during the post-Covid hangover, but recovery is still fragile. If our industry has learned one thing, it’s that customers don’t need much of an excuse to delay a project for another month, another quarter, or another year. 

That is why consumer confidence is everything right now. Bathrooms remain a discretionary purchase, usually bundled with installation costs and the disruption of having work done in the home. It isn’t enough for households to just have the money; they need to feel confident enough to spend it.  

The Construction Products Association (CPA) makes this point clearly in its latest forecasts, noting that private housing repair, maintenance, and improvement activity depends heavily on when homeowners choose to spend. With the CPA expecting overall construction output to grow by 1.7% in 2026, and private housing output revised down to 1.5%, it is hardly the backdrop for a carefree consumer splurge. 

Wider data tells a similar story. KPMG’s latest Consumer Pulse found that nearly half of consumers who feel the economy is worsening are cutting back on discretionary spending, while 34% are holding off on big-ticket items. For bathroom retailers, this is the real challenge. A market can handle caution, but it struggles with hesitation layered on hesitation, where customers keep browsing but never quite make the final decision. 

The Bank of England suggested in February that inflation should move closer to the 2% target from April, with rate cuts likely over time. Overall, the general direction of travel seemed to be improving, even if policymakers aren't ready to celebrate just yet. 

That is why we must keep an eye on wider global forces. The risk of renewed geopolitical instability isn’t just about shipping routes; it’s that these macro pressures can push energy prices up and make the inflation outlook bumpy again. If that happens, interest rates may stay higher for longer. For a market like ours, those borrowing costs and inflation anxiety hit the exact type of big-ticket decisions we rely on. During these times, it is more critical than ever that we pull together as an industry to tackle these external pressures and support the market. 

This isn’t a negative outlook; it’s a recognition that the tide doesn’t turn all at once. We aren’t waiting for a single grand opening moment for the economy. Instead, we’re looking for the gradual signs of health, steadier footfall, better quote conversions, and households slowly beginning to trust the future just a little more. 

Optimism is still the right play. It just needs to be a practical kind, the sort that recognises that winning over consumer confidence, not just managing costs, is the single biggest priority for bathroom retail in 2026.