The 2025 report on the UK shower market, by MTW Research, suggests a likely £60 million sales boost for the total shower market by 2028, after challenging trading has resulted in a double-digit volume decline since 2018.

Focusing on the shower controls market, the research indicates that shower sales are set to benefit from £20 million of growth in the next few years – bolstered by rising penetration levels, housing transactions, housebuilding, and the Future Homes Standard, along with a more buoyant UK economy as wage growth catches up with inflation.

MTW reports that mixing valves continue to out-perform the wider shower market, while digital shower sales continue to gain share of the shower market, providing value growth opportunities in what has been a challenging market. 

While the report sounds a note of caution that electric showers may lose share in new build applications due to energy efficiency regulation, the return to growth in housing transactions should support replacement sales in the electric showers market.

Shower valves, such as bar mixers, are also set to see volume rises, buoyed by housebuilding returning to growth for the second consecutive month in December 2024 and continuing in 2025.

MTW’s Director Mark Waddy commented: “Recovery is slow and modest at present, but green shoots are there and fundamentals are strengthening. Cost control and efficiencies remain critical for shower suppliers but conditions for growth are easing slowly but surely”.

The shower market has undoubtedly experienced challenges more recently, which Waddy attributes squarely to “a decline in living standards for many, with essential costs rising 22% in real terms, while wages rose 6% since 2019. Consumers simply have less fiscal headroom for DIY and home improvement spending, which is taking a back seat compared to health, beauty, entertainment and travel.”

Looking forward, the report identifies a wide range of positive market trends and consumer segments set to underpin growth for the showers market. MTW reports that “Innovative, design led products, and a focus on the specialist retailer sector are supporting margin opportunities in 2025, with other key shower distribution channels braced for growth from H2 2025 onwards.”

Key trends identified in the report set to boost shower sales in 2025 include ‘cocooning’ and ‘healing’ solutions with ‘regenerative’ and ‘romanticism’ also reportedly underpinning the higher-value shower and wider bathroom market. The report also explores the growing significance of Generations Y and Z, finding that Gen X appear dominant in dictating market trends, with baby boomers still the top of the spenders. 

The report also segments the UK shower market by nation, finding a disparity in growth as the Scotland shower market performing well, while Northern Ireland and Wales shower market growths have lagged to some extent. 

Nevertheless, shower penetration levels are expected to hit an all-time high in 2025, according to the report. The number of households with a shower has risen by 7% since 2018 according to MTW, gaining share from the baths market which has faced growing challenges as a result of lower disposable incomes.

In the medium term, the report points to a more positive shower market to 2028. However, MTW notes near-term caution as the looming March budget statement, April tax rises, and essential costs hikes are likely to further elongate recovery in several key product sectors of the showers market.