PRODUCT FEATURE | Shower toilets
This family bathroom by CP Hart includes the Toto RW Washlet for an extra hit of luxury
household when it comes to bathroom design, with inclusive and accessible design being a fundamental con - sideration to support the end user,” says Ronke Ugbaja, product manage- ment at Lixil, Emena and Grohe UK. “The rise of mixed generations living together has seen the market for accessible and inclusive bathroom design develop significantly, providing retailers great opportunity to up-sell and encourage futureproofing design considerations to customers.”
Futureproof With around 1.8 million households containing two or more generations according to data from global real estate company CBRE, it’s a key sales driver for the shower toilet market – and one that shouldn’t be ignored. “They are a great futureproofer for the home,” adds Cooke at VitrA. “With features such as automatic lid openings and closings and remote control washing, these toilets can make
it
Duravit’s SensoWash D-Neo is a compact, low-profile shower toilet with an entry-level price point
Roca’s In-Wash with In-Tank smart toilet has a cistern integrated into the bowl, so doesn’t require a frame
turers – and in fact over 80% of homes in Japan have one. “For a start, shower toilets are more hygienic than a standard WC,” says Sam Cooke, head of independent bathroom retail at VitrA. “Water is more effective at removing bacteria than paper and is a lot fresher and gentler too. Shower toilets also help house- holds cut back on their use of toilet paper by roughly 75%. This has other sustainable implications too. According to sev - eral sources, it takes around 37 gallons of water to produce a single roll of toilet paper.” Kazuki Osugi, general manager at Toto UK, confirms that the shower toilet offers the convenience of two products in one with advanced tech nologies: “Once it’s arrived at your home, environmentally-friendly tech- nologies make it a sustainable, long-term alternative to the con - ventional toilet.
a lot easier for elderly
occupants to maintain high levels of hygiene and their independence too.” The increasing awareness of sustainability coupled with the rise of an ageing population, makes the shower toilets a compelling offer for environmentally-conscious and diverse customer demographics, Ugbaja confirms.
Retailers venturing into the shower toilet market should prioritise product knowledge, offer a diverse range of options, and educate customers about features and benefits
Ronke Ugbaja, product management, Lixil, Emena and Grohe UK
Duravit UK managing director Martin Carroll, agrees: “Shower toilets have become accessible to any person, regardless of age – this in part is a result of holidays and travel to countries where they are installed as standard. The need to feel clean and refreshed is universal, and while there may be benefits to con - sumers who need a little more support and assistance with their bathroom experience, the shower toilet is becoming a more considered choice as standard for
“Cleansing with water not only protects the environment, but also saves money over the long term. It’s not necessary to fell trees which would otherwise be cleared to produce toilet paper and our Washlet also uses far less electricity and water.”
Not only that, combining the functions of a toilet and bidet in one modern piece of bathroom kit is space-saving and spot-on for growing multigenerational households. “It is vital for the industry as a whole to consider every member of the
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most demographic groups.” To meet this varied demographic, manufacturers have responded with a versatile offer and a wide range of products to meet different-sized homes and different consumer budgets. At the luxury end of the market, shower toilets are elevated into smart toilets. Not just a combination
of toilet and bidet
functions, they come equipped with hi-tech extras such as heated seats, built-in lights, odour extraction, remote control and app connectivity. “The cost of shower toilets is higher compared with traditional toilets due to years of rigorous testing, resulting in luxurious models with advanced features,” adds Madziar at CP
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February 2024
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