Functional luxury bursts bath and shower market bubble

Bath and shower products continue to bridge the gap between functional and luxurious, with the bathroom now not only a place of hygienic necessity but one of pampering too, as Katie Middleweek reports

Gone are the days when people would spend as little time as possible in the bathroom for a quick wash, shave, brush of the teeth and out.

Now the bathroom is steadily evolving into a place of real ‘me time’ and it shows with range after range of pampering wares hitting shelves.

Whether it be a well-earned soak in the tub to unwind after a long day at the office, or the blast of a warm shower to get ready to face the day looking after the children, consumers have really got on board with the fact that this may be their only real ‘me time’ of the day and they are going to make the most of it.

Spa focus

The market has lapped up this increased desire for luxuriating and the UK bathroom products landscape, for example, has an increasingly spa-based feel to it these days, taking on the mantle of contemporaries in France and Germany where spa going is not seen so much as a self-indulgence but rather an almost medical necessity to ward off future ills.

The run up to Christmas 2017 proved once again that bathroom products sell big in the UK, with retailers’ shelves groaning under the weight of brightly packaged bath bombs, shower creams and bubble baths.

And recent figures from Euromonitor International would concur, as the global bathroom products sector is predicted to have grown from . . .

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