In 2020, the UK shower equipment market was impacted by the start of the COVID-19 pandemic and saw a sharp decline in value of around -12%, according to the latest Shower Market Report from AMA Research.
The report found that over recent years this market has benefitted from the increasing preference towards showering, technological developments, and the growing demand for more premium solutions, so by 2020, around 93% of UK households had at least one shower installation in their property. It added that around two thirds of shower controls tend to be installed over a bath, however a significant number of households also have a secondary separate shower facility, e.g., shower enclosure or wetroom area.
Abdul Tantouch, market researcher at AMA Research, said: “The shower market has now reached maturity in the UK, with a significant and ongoing demand for more premium solutions. Flexibility, convenience, and ease of use are key requirements and are influencing the shift towards higher-value products. Given the current levels of uncertainty because of the COVID-19 pandemic and Brexit, durability and longevity are also important attributes. It is increasingly important for suppliers to deliver quality and variety in their product offerings to justify homeowner investment.“
With the pandemic there has been a significant increase in the level of online purchases, particularly during lockdown periods. This trend is expected to continue with the internet raising expectations and awareness of affordable design-led products. The report says that there is potential for the shower equipment market to rebound after mid-2021, with demand particularly emulating from homeowners that have accumulated savings over the past year.
In 2021 it is estimated that the market will decline by a further -2%, followed by more steady growth of 3-4% per annum from 2022 to 2025. The wide availability of COVID-19 vaccines and a more certain UK economy will support confidence levels going forward, with possible pent-up demand driving sales.