The market for water-saving plumbing products has enjoyed growth since 2013, following a flat period between 2009 and 2012.
The market is estimated to have been worth £164m at manufacturer's selling prices in 2013, according to a new report by AMA Research, with demand picking up as the economy and new housebuilding levels have improved.
The core product sectors of the water-saving plumbing products market are water-efficient bathroom products (87%) and water recycling systems (13%).
The main distribution channel for the first continues to be merchants, with the DIY multiples also holding a substantial share. The vast majority of water recycling systems are distributed either through plumbing and drainage merchants or direct via water recycling specialists.
AMA says there is an increasing awareness of and demand for water-saving products because demand for water is continuing to rise, and maintaining supplies to meet these demands is becoming increasingly difficult.
The development of new housing in areas of water stress, population growth and a doubling in the number of single person households since the 1970s have all ramped up the pressure on supply, and there has also been a significant growth in the number of second bathrooms, en-suites and cloakrooms.
AMA believes awareness among householders of the benefits of water-saving products will grow. There is a significant opportunity for the replacement of inefficient toilets. And digital technology will also become more prevalent - for example, water-efficient bathroom products that operate automatically with electronic sensors and digital systems that allow water flow to be controlled and run for a set period of time.
AMA forecasts that by 2018 the market value will have grown to around £220m - 35% up on 2013.