BATHROOMS THE The way S
WELLNESS TREND
customers are thinking about showers is changing, and quickly, as BMJ discovers.
howering used to be about getting clean, quickly and efficiently, using less water than a wallow in the bath. Now though, what used to be a functional domestic fixture is becoming a gateway to wellness driven by a growing consumer desire to put health, sustainability and intelligent living at the top of their buying agenda. From cold water therapy to app-controlled personalisation, the modern bathroom is being reimagined as a private sanctuary – and that has huge implications for the bathroom products market and the tradespeople who make it possible.
“There’s no doubt that the wellness boom is driving much of the momentum,” says Anna Rendel, channel manager at Mira Showers. “Whether it’s recovery, fitness or mind-set, people are investing more in their bodies and minds – and showers are becoming part of the daily routine. Cold water treatment, for example, has been driven from the world of elite sport into the mainstream. Ice baths and cold-water therapy have been traditionally reserved for gyms and fitness centres but now consumers want that experience in the convenience of their own homes. After all, the UK is now the world’s fastest-growing wellness market.”
Rendel says that this isn’t just about people mimicking trends they see on social media, helpful though that is. It’s also about convenience, control and the desire to incorporate healthy habits into everyday routines. And for many, the bathroom is the perfect place to start.
This is reflected in what’s selling – and
what will continue to sell. She says that Mira Showers has seen a clear trend for new products that support cold water therapy and energy efficiency, such as the Mira Activate with ColdBoost™. Designed to gradually lower water temperature, it provides a controlled and safe way to experience cold shower benefits away from dangerous environments, instead of garden buckets or dips in ice lakes that often disregard safety and sanitation concerns.
Temperature change She continues: “It’s not all about pushing yourself though. Cold-water therapy is making headlines, but the demand for a spa-like bathroom experience is fuelling innovation across the board. Shoppers don’t just want a shower – they desire ambience, comfort, and control. As a result, digital and app-enabled shower systems are trending, allowing customers to pre-program temperature, flow, and even time limits using their phone or voice assistant. The bathroom is becoming smarter, more personalised, and, most importantly, more efficient.” Rendel says that sustainability is also a big enabler. Water efficiency has been on the agenda for a long time, but with rising energy costs and heightened environmental awareness, it’s now a real differentiator. Low- flow showers or showers with colder water are becoming popular, especially when they provide an improved premium experience without a trade-off. “Our Mira ColdBoost™ for instance, not only helps with targets for well-being, but also reduces energy
May 2025
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consumption by cutting heating – a double advantage for the environmentally conscious, as well as cost-conscious, customers,” she explains.
As the demand grows for digitally enabled and wellness-inspired solutions, there is a real opportunity for installers to add value to their proposition by providing consultancy on solutions that go beyond the minimum standard. Knowledge of the features and advantages of products like Mira ColdBoost™ or smart shower systems can give plumbers a competitive edge .
Rendel says that it also means being ready to embrace a new kind of conversation. “The antiquated “hot and cold” argument is being replaced by one about recovery, relaxation and routine. With more consumers going in to seek out features they’ve seen on TikTok or on lifestyle blogs, it’s up to the trade to be ready with smart, practical advice.” While not every homeowner is going to transform their en-suite into a wellness spa just yet, Rendel says the trend most definitely is on the up. “And so, for both merchants and installers alike, this signals the moment to stock and suggest solutions geared towards the growing purpose of the bathroom – no longer merely where you head to get clean, but where you head to rest, recharge and steal back some valuable time for yourself.
“In short, the shower market is not just about what works – it’s about what feels good. And as consumer desires change, so too must the products and professionals that serve them.” BMJ
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