The promise of a new era? - Bathroom & Kitchen Update – for new and existing bathroom & kitchen products

The promise of a new era?

Published: 07 July, 2010

Its a new era in politics. That’s what they are now telling us. But in the bathroom industry, leaders and industrialists are contemplating the outcome of the general election with some trepidation. They are studying the politician’s promises of a new consensus in government. Will this new era and new approach help our industry or hinder it? Will the market expand or contract? It remains to be seen.

The last couple of years have certainly been turbulent for us all, but in bathrooms there seems to have been both positive news and negative news to report.

Some bathroom suppliers, mainly those with niche and designer-led products to offer, have spoken about continuing growth, as if the recession never happened. They have continued their supply to the RMI sector, benefitting from sales to home owners who decided not to move but to use their cash surplus from reduced mortgages to improve their homes. They are the companies who have increased their market share and improved their profits.

Others have reported a slump in sales. These seem to have been those with portfolios targeted at new build and commercial projects where the downturn in construction has been widely reported. These companies have seen a major contraction, and even factory closures.

In all sectors, however, bathroom buyers have pushed for price reductions. They have sensed that, in tough times, bargains are to be had and those chasing a good deal have been able to get their own way.

The last couple of years have also witnessed remarkable and rapid growth in product innovation in the industry. Bathroom manufacturers have rushed new products to market in an attempt to capture sales from their competitors and improve their margins. Gorgeous new technically advanced products which push boundaries in both fashion, and water saving features have appeared. WCs, taps and showers have come under the designer’s scrutiny and major advances have been made in reducing the water usage of these traditional products.

WC flushing volumes have been reduced with many manufacturers now offering a 3 litre ‘average’ flush. It is unlikely that volumes can be reduced any further. Taps with eco-sensitive ‘click technology’ and built-in ‘temperature limiters’ are common and showers with reduced flow but improved ‘drenchability’ are regularly being launched into the crowded market.

Water-recycling and carbon-footprint are the buzz words now and sustainability will be a recurring theme in the promised new era.

The Bathroom Manufacturers Association represents 75 well-known bathroom brands. Its latest Trends 2010 report is available for free download, on line, at www.bathroom-association.org/trends.asp

For further information please email info@bathroom-association.org.uk

or telephone 01782 747123 and visit www.bathroom-association.org