Retailers urged to 'focus on the flush' as performance gap emerges

Bathroom retailers could be missing a major sales opportunity by overlooking flush performance, according to new research from Geberit. A survey of more than 2,000* UK consumers has revealed widespread frustration with toilet performance, suggesting a clear disconnect between what customers experience in everyday use and what is prioritised when designing a new bathroom space.

The research found that 85% of consumers have felt frustrated by a toilet that didn’t flush properly, while almost a third (31%) say they have been disappointed by the performance of a WC after installation. One in 5 (20%) say they have felt embarrassed when a toilet failed to flush properly when others were nearby, while 91% admit they have worried about whether a toilet would flush effectively before using it.

Despite this, the research suggests that performance is rarely a central part of the purchase journey. Only half of buyers could recall being given any information about flush performance when purchasing a toilet, even though 42% say it is more important than look and style, and the same proportion rank it above price.

Sonia de Gioia, sales director for showrooms at Geberit UK, said: “These findings highlight the opportunities bathroom retailers should be capitalising on as they clearly show that flush performance is an issue that needs tackling head-on. The industry has evolved everything in the home except the flush, yet the most important decision in the bathroom is the one people don’t realise they’re making. Those who lead with performance, not just aesthetics, have a real chance to differentiate, build trust and ultimately drive higher-value sales.”

*Research of 2,005 UK adults commissioned by Geberit, conducted in March 2026