Market Report The market for electric showers
The electric showers sector – which according to AMA Research’s definition includes pumped electric showers – accounts for around half of the total shower controls market by volume. This equates to over 1.2 million electric shower sales.
E
lectric showers have seen reasonable value growth over recent years, key drivers being:
●A buoyant replacement sector. ●Average prices in the electric shower gradually increasing.
●A bottoming out of prices at the lower end of the product range.
●Product improvements such as thermostats, slim-line profiles, contemporary finishes and a shift to higher kW showers.
●Alternative materials, including coloured and frosted glass, chrome, brushed steel, gun metal, gloss colours, black granite and stone.
●Safety issues, driven by legislation, demographic trends and consumer requirements. Thermostatic electric showers have grown in share to address this trend.
●The range of accessories provided with electric showers has continued to improve, largely following the development that has taken place in the mixer sector, for example, extended slide rails, larger showerheads and multi-sprays.
There is also indicated to be a good market
opportunity for pumped electric showers, because there are many low-pressure applications in the UK. This is something that can add value to the sector.
Design trends Other design trends include digital displays, which are also becoming increasingly popular, also minimalist products that are smaller and slimmer, in a tablet or ‘droplet’ design, targeted at the smaller bathrooms appearing in many new build houses or apartments. The use of wireless technology represents a
further development in electric shower design, this has enabled manufacturers to replace the
standard ‘white box’ on the wall with a contemporary flush fitting control panel – the power unit is in the loft, out of sight. But the industry remains competitive and the
growth of digital mixer showers has constrained the electric shower sector growth, while in addition the growth of the new housing market has benefited the mixer shower sector to a greater extent. The growing use of the internet has raised expectations and awareness of affordable
UK Shower Controls – Product Mix by Volume %
Shower controls With an ageing UK population, there will continue to be a significant demand for ‘inclusive’ shower controls that are easy to operate. Features such as safe, thermostatic control, digital technology where flow and temperature can be pre-programmed and easy-to-use push button controls will become more prevalent, this may well benefit the electric shower sector. In addition, there are around 11.6 million people with a limiting long-term illness, impairment or disability in the UK, many of which live in general (not specialist) housing. Disabled Facility Grant (DFG) provision to pay for improvements such as accessible showering facilities are set to double over the next 2-3 years to over £500 million in 2019/20. The significant proportion of flats and apartments constructed will support the demand for space saving designs in small bathrooms. Shower rooms installed in other under-used areas of the home such as cloakrooms will also support demand for more compact products. Lifestyle and design trends will
Source: AMA Research/Trade Estimates
design-led products. Consumers are now active participants in the shower purchase decision process and the growth of online retailing means that price comparison is quick and easy, affording the consumer greater scope and choice and driving the retailer to offer individual solutions or brands, or face the prospect having the consumer find a cheaper price elsewhere. Nevertheless, the ongoing demand in the
electric shower sector will continue to be underpinned by refurbishment and replacement demand and with a huge installed base of electric showers in the UK there will be a continuing demand for replacement products, with manufacturers offering easy to replace electric showers with multiple cable and water supply entry points.
support the refurbishment market with the desire for open plan living and improved style and design
throughout the home. Minimalist shower controls delivering ‘spa-like’ performance will be in greater demand. As part of this the shift to wet rooms in the UK bathroom industry will generate increased demand for shower controls. The shower controls market will continue to
fragment and the number of own-label products, often sold via the internet, is likely to increase. Competition from European suppliers is also set to grow as they increasingly offer shower control products at lower price points than those manufactured in the UK.
The ‘Shower Market Report – UK 2017-2021’, is published by AMA Research. Order at
www.amaresearch.co.uk or call 01242 235724.
The ongoing demand in the electric shower sector will continue
to be underpinned by refurbishment and replacement demand and with a huge installed base of electric showers in the UK there will be a continuing demand for replacement products
18 | electrical wholesalerNovember 2018
www.ewnews.co.uk
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