Products
Convenience on tap
This month we turn on to the competitive market that is multifunctional, next generation taps that deliver boiling, hot, filtered, chilled, and sparkling water, to bring you the latest innovations and advice on selling these products in showrooms
Words: Francesca Seden O
ver the past decade or so, the market for multifunctional taps has soared to the point where these appliances have become a ‘must-have’ feature of a new kitchen install and practically a kitchen category of their own, straddling both the small appliance and the tap category As the market has grown, so has the list of functionalities, with chilled, sparkling and filtered water
having been added to the mix, alongside the boiling (or nearly boiling) water options. “It’s interesting to note that the development of products in this tap category has led to a change in the terminology
we now use to define it,” Franke’s sales and marketing director, Jo Sargent says. “Whereas over recent years, we talked about boiling water taps, instant boiling water taps, or simply hot taps, the descriptor of multifunctional taps is now a more accurate reflection of, and clearer definition of what they can do.” In terms of what is driving demand in this category, and what features consumers want, our contributors nearly
all cited convenience as a top priority, as well as sustainability and the wow-factor. Safety is also crucial. “We live in a world where people want things delivered at speed,” comments Quooker UK managing director,
Stephen Johnson, “we are inherently less patient than we used to be, increasingly unwilling to wait or compromise. On average, we spend four months of our lives waiting for the kettle to boil. Not so with a boiling water tap, which delivers the exact amount of boiling water needed instantly.”
Selling safety The sustainability factor is also clear with these taps, which replace inefficient kettles, instead using a short burst of
energy for boiling water. Many manufacturers also sell their filtered water functionality as replacing plastic bottles. The safety features on taps delivering instant hot and boiling water are a key priority for consumers and
manufacturers have a number of different ways of achieving this, including two-step processes to get the boiling water running, instant shut off once you stop pressing the button and aeration that stops the water sputtering. Another benefit of multifunctional taps is they make for a sleeker and more uncluttered worksurface, replacing
not just the kettle, but also filtering jug, measuring jug and even soda maker. This is appealing to those who want the clean aesthetic and functionality of a semi-professional kitchen, something that Elina Enqvist- Twomey, leader, product management, kitchen category, Grohe UK notes is growing, and is appealing to those “spending more time at home due to hybrid work schedules and so have a greater focus on interior design,” adds Blanco brand communications manager, Tamsin Mills. Daniel Boulton, procurement manager at Clearwater, adds: “Initially instant hot water and filter
taps were the preserve of high-end kitchens but as technology has evolved, they’ve become more affordable. It means that for most consumers, a hot or multifunctional tap is a simple upgrade that will make a big difference in how they use their kitchens, which has helped them become a kitchen category in their own right.” But with so many players now in this space, is there too much choice for consumers and is
there a chance of them being overwhelmed? While many agreed that high levels of choice are a good thing, Qettle director Alexandra Rowe laments that there are “many ‘me too’ taps from non-specialist suppliers and unsurprisingly, consumers are confused!” “Most people love the concept of boiling water on tap; they very quickly get the convenience,
safety and energy efficiency,” Rowe adds. “But unfortunately, that’s where understanding begins and ends. Too many instant hot water taps are billed as boiling when they’re not, which leads to
> Many instant hot
water taps are billed as boiling when they’re not, which can lead to consumer
Alexandra Rowe, director, Qettle
below Blanco’s Choice system allows users to personalise water settings such as the quantity and temperature, through the Blanco App
" disappointment
March 2025
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