Flair Showers has conducted new market research to uncover what truly drives consumer decisions when renovating their bathrooms. The study explores emerging trends, customer personas and their buying habits. The results highlighted the importance of bathroom designers and installers to ensure the bathroom is functional as well as aesthetically pleasing*.
Consumers are initially influenced by the bathrooms of their peers, as well as those in hotels, offering inspiration for their own renovations. The styles are then fine-tuned to complement their own space and to maintain a sense of individuality. Those under the age of 45 are heavily inspired by Instagram and Pinterest, whereas older consumers are more likely to have visited a bathroom showroom as part of their research*.
Importantly, the expertise from a retailer, installer or designer takes the consumer’s bathroom plans and ideas to the next level. With consumers heavily focussed on the aesthetic elements, professionals in the bathroom space typically advise of aspects that may not have been considered*. For example, functionality and longevity. The bathroom can be expected to last up to 20 years, therefore has the consumer considered future proofing with the consideration of the safety and multi-generational elements required to effectively use the space? This presents a real opportunity for professional experts to be the customers’ ally in achieving their bathroom ambition.
Beyond achieving a stylish, Instagram-worthy space, ease of cleaning the bathroom is also a major factor influencing purchasing decisions. Demand for wetrooms continue to rise due to their low-maintenance appeal. Furthermore, bathrooms that feature large tiles, or panels, with minimal grout are increasingly popular, especially with parents of teenagers who use fake tan*.
Gillian Furey, Marketing Manager, Flair Showers Limited, says: “The results of our market study confirm the crucial role professional experts play during the bathroom design process. Our aim at Flair Showers is to design beautiful products, while equipping our retail partners with the data they need to move beyond features, and genuinely influence a consumer’s final buying decision. We presented the results of our market study to a group of retailers at the Flair Visitor Centre, alongside a panel of industry experts, that provided further insights into the process of bathroom and shower enclosure design.
“Ironically, while people want their bathrooms to feel unique, they often look to the same spaces for inspiration. As a result, many ‘different’ bathrooms end up looking very similar. Professional influencers are vital to ensure the space is stylish, functional and fit for the future.”
For more information on the results of the Flair market study, please liaise with your regional sales manager or contact sales@flairshowers.co.uk. For more information on Flair Showers, please visit the website www.flairshowers.co.uk
Ends
Notes for editors:
*Boys + Girls – Flair: The Bathroom World 2025 – Contributors: Flair, designers, commercial contractors, retailers and plumbers
Image captions:
1. Flair Showers presented the results of its market study to a group of retailers at the Flair Visitor Centre
2. The Harmony Collections by Flair features an extensive selection of elegant shower solutions to suit all tastes and requirements
About Flair Showers:
Founded in 1952, Flair Showers has been designing shower doors, bathscreens and wetrooms for over 70 years and perfecting them ever since. Flair products are beautifully designed and expertly engineered to stand the test of time in the busiest of bathrooms. Flair’s knowledge is unrivalled within the European shower door industry, and its unwavering commitment to customer care means that the brand boasts an international presence among leading bathroom showrooms across the UK, Ireland, Italy and France.
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12th November 2025
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