Following a relatively volatile period, there has been a notable increase in the market for showering products, and this year its value is predicted to have risen by around 4% over 2014.
Most UK households now have at least one shower, says a new report on the UK shower products market from AMA Research: the level of penetration has climbed significantly since the late 1990s to reach around 89% in 2014 - equivalent to roughly 23.8m UK homes.

Smaller household and property sizes have helped drive demand, and the trend towards multi-generational living has positively impacted on demand for accessible solutions that make bathrooms easier to use and more functional.

A focus on quality and design, plus higher-value products and contemporary styles have also had a positive effect on the market, says AMA. At the luxury end, these products include large rainfall shower heads, steam hydro-massage shower cabins, digital shower controls and minimalist wet room areas.

Sustainability and water efficiency have also become a major concern with UK householders, and water-saving shower equipment is in greater demand.

Shower controls account for most of the shower equipment market, though enclosures, screens and trays account for only slightly less. As a result of the maturing market and high level of shower usage, replacement products such as shower accessories have grown share to 13%.

The main distribution channel continues to be builders' and plumbers' merchants, with the DIY multiples also holding a substantial share. Online retailers are also becoming more important as consumers increasingly use the internet to source the best deals. Manufacturers are also selling spare parts and accessories direct to the consumer online.

AMA says the replacement market is likely to hold the most potential for growth, with an increasing number of shower products now designed specifically for retrofit purposes. Rises of 3-5% per annum are anticipated for the medium to longer term, although AMA warns that pricing pressures are likely to remain intense due to rising levels of imported products and an increasingly competitive distribution market.

Future trends include the growth in wet rooms and walk-in shower areas, digital showers and 'inclusive' shower products for the ageing population. Water-efficient shower controls will also grow, driven by the introduction of the Water Label on shower products from 2014.