GROHE champions a personalised shower experience with unique sprays

Based on consumer insights from research by GROHE conducted in 2024, showering is increasingly perceived as a moment to pause and personal retreat, with a clear majority associating it first with relaxation (64%), followed by wellness (41%) and me-time (40%). The company said it has responded to this shift with shower solutions that focus on comfort, sensory quality and user-centric performance.

The brand says its goal is to create a shower experience that may last only minutes, but its impact lingers long after, so that whether recharging or relaxing, the feeling stays throughout the day. A key example is the GROHE Rainshower 130 SmartActive hand shower, featuring the ActiveMassage spray, GROHE’s invigorating massage spray.

GROHE’s ActiveMassage spray was evaluated in a long-term application test conducted by a renowned German testing and analysis institute. Over a 4-week period, the massage spray was compared with a soft rain spray setting using the GROHE Rainshower 130 SmartActive hand shower. The assessment focused on subjective user perception and overall shower experience.

● 92% agreed that “the massage spray feels pleasant on the skin”

● 87% stated that “using the massage spray gives an invigorating start to the day”

● 79% confirmed that “the massaging effect of the spray makes showering a feel-good experience”

Precise water control was ranked as the most desired shower feature by more than 4 out of 5 respondents. The company says that together with water-saving functions and the ability to easily switch between hand and head shower, this highlights how control and adaptability define modern shower expectations.