Bathrooms are an important part of any home yet were badly affected by the 2020 COVID-19 pandemic. UK product sales dropped by more than a quarter on those recorded in 2019 with analysis of the prospects for this market not expecting a return to 2019 levels until 2025. Consumer confidence the performance of the property market and the completion of the UK’s departure from the EU are all factors that are making life difficult for those in this sector.

Yet this research illustrates opportunities. Trade and consumer interviews, as well as analysis of channel, activity notes the benefits that are offered to this market by a rising use of online. Over half of sales were made through this channel in 2019 with its profile expected to be have been boosted during 2020 as a result of lockdowns and store closures.

Going forward investing in online and other digitally-focused ways of customer engagement appear the way forward especially in engaging with young adults. For retailers and manufacturers such a shift to online is likely to offer new opportunities especially for those who want to enter this market from outside of this sector.