A Market in Transformation
Novema UK, August 2026
The UK bath fitting market is already worth around £1.9 billion, with the market forecast to exceed £2.5 billion by 2032. Behind this growth is a fundamental shift in how consumers view the bathroom: no longer simply a functional space, but an increasingly important part of the home’s design, comfort, sustainability and value.
The pandemic sparked a renovation boom
The 2020–22 pandemic proved to be a major catalyst for the bathroom market. With people spending more time at home and spending less money outside it, consequently household budgets shifted towards home improvement. Between 2020 and 2022, 29% of UK homeowners undertook a bathroom renovation, equivalent to around 1.6 million renovations, compared with just 18% in the three years before the pandemic.
That momentum has continued. Consumers are increasingly investing in luxurious, contemporary bathrooms, aesthetic upgrades and products that deliver greater comfort while reducing energy and water consumption.
The biggest renovation triggers remain practical: deterioration or breakdown (51%), followed by personalising a recently purchased home (28%), improving resale value (22%) and creating more storage space (14%). But the market is becoming increasingly proactive rather than reactive. Consumers are renovating because they want a better-looking, more comfortable and more technologically advanced bathroom, not simply because something has broken.
Contemporary and modern designs are winning out over traditional styles, with 35% of renovators saying they wanted to change the style of their bathroom.
Space is another major driver. Around 40% of renovated bathrooms are under 5 sq m and 80% are under 10 sq m, putting a premium on clever design and space efficiency. This is driving demand for products such as:
- Floating vanity units – 53%
- Corner showers – 32%
- Low-threshold showers – 29%
- Integrated basins – 28%
- Walk-in showers – 14%
Current design trends are also moving away from the ubiquitous grey minimalist bathroom. Earthy tones, warm neutrals, colour drenching, natural textures and warm wood are increasingly prominent, creating bathrooms that feel more like living spaces than purely functional rooms.
The purchase journey
Bathroom renovation remains overwhelmingly a professional-led market. More than 90% of homeowners employ at least one professional, while DIY accounts for just 7% of full bathroom renovations, although DIY is much more common for minor repairs and replacement fixtures.
According to a 2025 Houzz survey, professionals involved in UK bathroom renovations include specialist bathroom fitters (51%), generalist builders (36%) and specialist bathroom designers (28%). Architects also play a role where bathrooms form part of larger extensions, refurbishments or structural alterations.
These professionals can have significant influence over the brands, products, materials, fixtures and technology ultimately selected. But consumers now have more sources of inspiration and design input than ever—from online tools and AI-assisted design to retailers offering free 3D planning and home consultation services.
Sustainability is moving from aspiration to action
Sustainability is becoming a mainstream consideration. 73% of households believe investing in a sustainable bathroom will be cost-effective over the long term, translating into tangible demand for more efficient products.
Among households renovating in 2025, 72% purchased LED lighting and 29% incorporated energy-efficient features.
Water efficiency is becoming particularly important. UK water bills rose by around 25% in 2025, while drought concerns in 2026 are putting further pressure on household water consumption. Already, 42% of bathroom renovations include water-efficient fixtures.
For manufacturers and retailers, this creates an opportunity to position water- and energy-saving products not simply as environmentally responsible, but as a way for consumers to reduce running costs.
Smart bathrooms: from luxury to mainstream?
Smart technology is now described as moving “from luxury to mainstream”, with products ranging from digital showers and smart toilets to LED demisting mirrors, circadian lighting, voice controls and humidity-responsive ventilation.
Actual penetration remains low: only around 3–5% of households currently have at least one smart bathroom technology installed. But the potential is significant: BMA consumer research indicates that 19% of homeowners are interested in smart bathroom technology going forward.
The bathroom may therefore be one of the next major frontiers for connected-home technology, particularly as consumers become more focused on convenience, energy efficiency and water consumption.
Ageing populations create another structural opportunity
Bathroom renovation is also being driven by demographic change. Almost half of UK households anticipate needing to adapt their bathroom for special needs within the next five years.
This is creating demand for walk-in and level-access showers, shower seats, wet rooms, grab rails and non-slip flooring, among other accessibility products.
Government support adds to the opportunity. Disabled Facilities Grants (DFGs) can help fund home adaptations such as level-access showers, with around half of grants exceeding £5,000 and 14% exceeding £15,000.
A positive outlook, but not without constraints
Overall, the UK bathroom renovation market has strong structural growth drivers, with the market forecast to grow at around 4.2% CAGR between 2025 and 2032.
The pandemic accelerated a renovation cycle that has since evolved. Consumers are increasingly upgrading bathrooms before they need repair, driven by design, comfort, space, sustainability, technology and the perceived value added to their homes.
The biggest opportunities are likely to be concentrated around space-saving products, contemporary design, water and energy efficiency, smart technology and ageing-in-place solutions.
The key constraint remains household affordability. But the bathroom is increasingly being viewed not simply as an expense, but as an investment in the home, improving everyday living while potentially increasing property value and reducing future running costs.
