A new 2025 report on the UK shower market from MTW Research has suggested a likely £60m sales boost for the total shower market by 2028, after challenging trading has resulted in a double-digit volume decline since 2018.
Focusing on the shower controls market, the research indicated that shower sales are set to benefit from £20m of growth in the next few years. The report found that this is due to rising penetration levels, housing transactions, housebuilding and the Future Homes Standard along with a more buoyant UK economy as wage growth catches up with inflation.
MTW reported that mixing valves continue to over-index against the wider shower market, whilst digital shower sales continue to gain share of the shower market, providing value growth opportunities in what has been a challenging market. Whilst the report suggested “a note of caution” that electric showers may lose share in new build applications due to energy efficiency regulation, it also highlighted the return to growth in housing transactions will support replacement sales in the electric showers market.
Mark Waddy, MTW’s director, said: “Recovery is slow and modest at present, but green shoots are there and fundamentals are strengthening. Cost control and efficiencies remain critical for shower suppliers but conditions for growth are easing slowly but surely.”
The shower market has undoubtedly experienced challenges more recently, which Mark attributed to: “A decline in living standards for many, with essential costs rising 22% in real terms whilst wages rose 6% since 2019. Consumers simply have less fiscal headroom for DIY and home improvement spending which is taking a back seat compared to health, beauty, entertainment and travel.”
Looking forward, the report identified a range of positive market trends and consumer segments set to underpin growth for the showers market. MTW reported that: “Innovative, design led products and a focus on the specialist retailer sector are supporting margin opportunities in 2025, with other key shower distribution channels braced for growth from H2 2025 onwards.”
Key trends identified in the 60 chart report set to boost shower sales in 2025 include “cocooning” and “healing” solutions with “regenerative” and “romanticism” also reportedly underpinning the higher value shower and wider bathroom market. The report also explored the growing significance of Generations Y and Z, finding that Gen X appear dominant in dictating market trends, with baby boomers still the top of the spenders.
The report also segmented the UK shower market by country, and found a disparity in growth as the Scotland shower market over-indexes whilst Northern Ireland and Wales shower market growth have lagged to some extent. Nevertheless, the report stated that shower penetration levels will hit an all-time high in 2025. The number of households with a shower has risen by 7% since 2018 according to MTW, gaining share from the baths market which has faced growing challenges as a result of lower disposable incomes.