FOCUS ON THE WETROOM MARKET
Why are wetrooms becoming increasingly popular and which products are most specified? AMA Research shares its latest market report.
INTRODUCTION
Wetrooms are the fastest growing sector of the UK bathroom market and it is now estimated that around 5% of UK homes have one installed. Our definition for the study excludes products that may be used in a wetroom environment but are also standard fixtures in most UK bathrooms, such as shower valves and fittings, shower accessories, bathroom suites, concealed toilet frames, underfloor heating and so on.
MARKET OVERVIEW Demand for wetrooms has increased significantly over the past decade and they continue to grow in popularity. As an open-plan alternative to the traditional bathroom, they provide a space-saving, design-led solution that is regarded as a luxurious and accessible feature in the home.
Between 2010 and 2012, the UK wetroom market was comparatively volatile, in line with the uncertain economic situation at this time, and demand was particularly impacted by
26 | AMA RESEARCH
the sharp deterioration in the level of newbuild housing and also low levels of major refurbishment in private sector RMI. However, the market is estimated to have grown by around 4% in 2014, and growth is forecast at 6-7% per annum over the next two years.
The growth in wetrooms in the UK can be partly attributed to product innovations, with a number of components now available that make it possible for wetrooms to be installed on most floor types. Prices have also fallen, making wetrooms a more affordable choice to the mainstream consumer.
While wetrooms are increasingly installed in newbuild properties, installations in existing properties are less common. However, these are gradually increasing as householders are now more confident that their new wetroom will not leak and product developments have made installation much easier and more time efficient.
Wetrooms also represent an effective method of achieving easy access and space efficient showering areas
in other types of buildings including hotels, leisure facilities, care homes and hospitals.
SUPPLY AND
DISTRIBUTION Supply in the wetroom market is somewhat fragmented with a large number of suppliers providing part or all of the wetroom product. These include wetroom product specialists, special needs bathroom suppliers and the major manufacturers of bathroom and showering products.
A significant proportion of sales within the wetroom market are direct sales from the specialist manufacturer or supplier to the end-user or contractor, which is common practice with more specialised products. Other channels include merchants and distributors, bathroom specialists plus DIY multiples, many offering own branded goods. In addition, the level of wetroom products sold via online retailers has seen significant growth in recent years.
www.tomorrowscontractfloors.com
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