The bidet, or shower toilet, is not something many consumers think of when looking at their own bathroom renovations in the UK and Ireland, but it is a widely used product in many other parts of the world. In fact, you’ll find one in most bathrooms in Japan and much of the Eastern world, and they are widely used in mainland Europe too. So are bathroom traders missing a trick here in the UK and Ireland by not offering this product to consumers?
The use of bidets in the UK and Ireland has been steadily increasing in recent years, driven by several factors such as increased awareness of personal hygiene and the environmental benefits of using a bidet over toilet paper. Bidets are becoming more widely available here too, with a growing number of home fixtures stores now offering a range of bidet options for consumers. The rise of online shopping has also made it easier for consumers to research and purchase bidets from the comfort of their own homes. In addition to the practical benefits, bidets are becoming more aesthetically appealing and modern, fitting seamlessly into modern bathroom designs. The rise of smart home technology has also led to the development of high-tech bidets that offer a range of advanced features, such as adjustable water temperature, pressure and nozzle position.
Working with Trend Monitor, VitrA Bathrooms, commissioned a comprehensive piece of research to understand the drivers and hurdles for the sales of shower toilets in the UK.
The research showed that, out of 16,740 people, only 0.01% had a shower toilet in their home – clearly illustrating that there is little awareness of the product in the market.
“96% of bathroom purchasers were not offered a shower toilet as part of their bathroom design. Yet 77% of respondents who had used a shower toilet said they would consider one for a bathroom or cloakroom. These findings indicate there is enormous potential for shower toilet sales.” Margaret explains.
Secondary research, which targeted consumers within the AB socio-economic groups who had bought and installed a new bathroom or cloakroom within the past three years, showed that 38% of homeowners hadn’t heard the term ‘shower toilet’. A further 74% had never used one. This demonstrates the opportunities available to educate, with consumers having little idea of a shower toilet, how it works, or the vast range of benefits.
VitrA’s research also showed that there are two primary buying personas. Firstly, those aged 50+ with limited mobility who have been alerted to the benefits of shower toilets by a hospital therapist. Secondly, those aged 30-50 who are more affluent and well-travelled and have used a shower toilet before and appreciated the health and well-being benefits. Both groups showed that promoting the benefits of a shower toilet instead of the features is more effective. Price point was a common barrier in the research, particularly when factoring in installation costs. Many only suggest a shower toilet to those with a renovation budget of over £10,000.
Nonetheless, with increasing consumer interest in hygiene, sustainability, wellness and smart products, there is enormous potential for the shower toilets market.
VitrA Bathrooms has launched an online training module for retailers and specifiers of its comprehensive range of shower toilets. VitrA offers visually aesthetic and cost-effective shower toilets and was keen to understand consumer hesitation.
Margaret Talbot, Marketing Manager, Vitra explains, “Shower toilets offer a huge growth potential for retailers in the UK. Just like with dishwashers in the kitchen 30 years ago, consumers feel shower toilets are a costly, unessential luxury. Today, many households would not consider a home without a dishwasher – it’s no longer a luxury but a hygienic, environmentally-sound decision. Similarly, over time the shower toilet will become a UK bathroom must-have as it has in many countries worldwide. This research has added to our understanding of opportunities and challenges. Our shower toilets are feature-rich and price-competitive; our training academy is designed to support our retailers in understanding and communicating the benefits.”