p42 BKU-MAY22 BMA - UWL_bku 04/05/2022 11:42 Page 42
INDUSTRY UPDATE THE BMA COLUMN
BMA – The shifting sands of consumer demand in 2022
B
athroom Manufacturers Association, Chief Executive, Tom Reynolds, looks at how considerate consumption
presents opportunities. It’s fair to say the recent pace of change is showing no signs of
slowing down. We’ve all got used to doing things differently, altering our perspectives
and reacting to major upheaval to our operations. In the bathroom sector,
we are in an enviable position, having experienced unprecedent interest in bathroom refurbishment since late 2020. Consolidated figures
from our members show record-breaking business in 2021, with annual sales reached nearly £1.2bn, well up on both 2020 and 2019. In reality, this was
achieved despite major challenges affecting the capacity of the sector to deliver. Growth would have been significantly greater without supply chain
constraints and logistic challenges. But now we are facing a different, and no less tricky combination of
issues. The 2022, the gauntlet of inflationary pressure, energy hikes, and a cost-of-living crisis will impact all markets. In that context it is even more important to connect with the societal
motivations and changing habits, shaping what consumers think of as a desirable bathroom. Specifically for our market, bathroom manufacturers are key to making
the UK’s homes become more sustainable, using less water and energy. Showers, toilets, baths and bathroom sinks consume more than two-
thirds of household water. Our members are innovating and designing sustainable, comfortable and
attractive bathroom products which will facilitate the reduction in water and energy consumption. Whether it’s an electronic motion sensor tap, a 2-in-1 washbasin toilet
reusing handwashing water, or a smart shower linked to an app, pre- programmed to your ideal temperature and duration. The innovations and technology being applied to bathrooms are
changing the market. We know government is using its policy of mandatory labelling to drive
change and empower consumers to choose to more efficient products. It is part of a bigger shift in bathroom products, with many solutions to
create a sustainable and design-led bathroom, with water-saving innovations. Manufacturers, retailers and designers need to be part of this sustainable bathrooms story to make a meaningful change.
Tom Reynolds Chief Executive of the Bathroom Manufacturers Association
u For more information contact BMA on 01782 631619 or email
info@bathroom-association.org.uk
42 BKU MAY 2022
UWLA – Rising energy prices will help bring focus to water efficiency
U
WLA MD Yvonne Orgill says rising energy prices will bring a new focus to water efficiency, providing an
opportunity for the industry to respond by promoting awareness of the Unified Water Label The pandemic has had a significant impact on how we all live. Spending
more time at home has raised awareness of the impact we have on the planet from everyday activities such as heating our homes, cleaning and washing. This, together with the energy bill crisis, has brought the issue of how much water and energy we use into sharp focus. As of 01 April 2022, the energy price cap on variable tariffs increased by
54%, leading to rises in energy bills in the home of around £693, to £1,971 per year. As an industry we can play our part by raising awareness of the
relationship between heating water and energy bills and promoting those products that utilise the Unified Water Label, which can help homeowners use water efficiently and save money. Whilst we have this opportunity to tap into the changing attitudes of
consumers, it is even more important to drive forward our message as water consumption has also risen by an estimated 15-20%, from people spending more time at home during the pandemic. Other recent
research in the industry highlights that consumers value innovations that use less energy. A recent survey from Whirlpool found that consumers are prepared to change their behaviour in order to reduce their environmental impact; with more than half (54%) saying they planned to reduce their water consumption. Another consumer
report from Trend Monitor found that the impact individuals are having on the future of the planet and sustainability was a key consideration for consumers throughout 2021. Their research also found that water efficiency was one of the top three sustainability goals for their homes. The Unified Water Label is an established and recognised smart tool
that is widely available. We have the support of manufacturers who have responded by driving forward innovation to deliver the products that carry the label. Our task now is to mobilise the rest of the industry, the retailers, merchants and installers to promote these products, helping consumers meet their sustainability goals. Those interested in finding out how they can become involved by
supporting the Unified Water Label can find out more by visiting the website.
uwww.uwla.eu
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