30th April 2025

The new 2025 report on the UK shower market from 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 – buoyed 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 report that mixing valves continue to over-index against the wider shower market, whilst digital shower sales continue to gain share of the shower market, providing value growth opportunities in what has been a challenging market. Whilst 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 will support replacement sales in the electric showers market.

The shower market has undoubtedly experienced challenges more recently, which MTW’s director Mark Waddy attributes squarely to, “A decline in living standards for many, with essential costs rising 22% in real terms whilst 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.”

Key trends identified in the 60 chart 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 country, finding a disparity in growth as the Scotland shower market over-indexes whilst Northern Ireland and Wales shower market growth have lagged to some extent. Nevertheless, shower penetration levels will 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 statement, April tax rises and essential costs hikes are likely to further elongate recovery in several key product sectors of the showers market.

Shower Controls Market Trends – Volume & Value Market Sizes 2018-2028 for:

Electric Showers (shares by kw band)
Concealed Mixing Valves
Exposed Mixing Valves
Bar Mixer Valves
Bath/Shower Valves
Digital Shower Controls
Integrated Power Showers
Separate Pump Power Showers
Pumped Digital Shower Controls
High Pressure Digital Showers

The Shower Market Report 2025 also includes:

UK Total Combined Shower Products Market by Volume & Value 2018-2028 (controls, screens trays, enclosures, accessories, commercial)
Shower Controls Distribution Channel Mix 2025 – Channel Shares for Shower Controls
Key Shower Manufacturers – Profiles & 2025 Turnover Estimate
England Shower Market, Scotland Shower Market, Wales Shower Market, Northern Ireland Shower Market 2018 – 2028
Key Market Influences – UK Economy Forecasts to 2028 for GDP, Inflation, Interest Rates etc
Future Prospects – Positive Market Trends, Negative Market Trends in Shower Market
Consumer Trends & Purchasing Behaviour
Impact of Future Homes Standard, Impact of Housebuilding, Impact of Housemoving
Shower Penetration Levels 2018-2028
PEST Analysis for UK Showers Market
ANSOFF Matrix for Future Strategic Growth in Showers Market
Associated Market Sizes 2018-2028 – Housebuilding Market, Housing Market Transactions, etc.