Consumer Search Data Reveals How Bathroom Trends Are Shifting in 2024

At Door4, we’re always exploring the latest trends in the industries we serve, and our recent deep dive into the bathroom sector has revealed some fascinating insights.

By analysing consumer search behaviour, we’ve identified key shifts in preferences that are shaping the market, offering valuable takeaways for businesses in this space.

Shifts in Bathroom Design Preferences

One of the most striking trends we’ve observed is the evolving balance between traditional and modern bathroom styles. While there’s been a slight uptick in searches for “traditional bathroom” and “natural bathroom” themes (7.3% and 6.45% respectively), interest in “modern bathroom” designs, while still strong, has seen a 12% decline. Traditional elements like “clawfoot tubs” and “marble sinks” are also losing ground, with searches dropping by 7% and 18%, respectively. In contrast, contemporary designs focused on space efficiency, such as “corner shower units” and “floating vanities,” are gaining traction with an 8% rise in search volume.

The Wellness Bathroom Trend

Another significant trend is the rise of wellness-oriented bathrooms. Searches for terms like “spa bathrooms” and “wellness bathrooms” have surged, indicating a growing consumer desire to create home spaces that promote relaxation and self-care. This is further reflected in the increased interest in related products, including “rain showers” and other luxury bathroom features.

Colour and Material Preferences

When it comes to aesthetics, black bathrooms continue to outshine white ones, holding the top spot for the third consecutive year. Green bathrooms are also becoming more popular. There’s a noticeable shift toward modern finishes, with “matte black fixtures” and “brass fixtures” seeing increased search volumes, while traditional chrome and stainless steel are losing favour.

Bath Types: What’s Hot and What’s Not

Freestanding baths remain a favourite, although the initial surge in interest for both freestanding and corner baths has cooled off since 2021. Interestingly, general “bathtub” inquiries have more than doubled compared to those for specific styles, with a slight rise in searches for “baths with showers.”

The Evolution of Bathroom Furniture

We’ve also noticed a move away from traditional “bathroom suites” in favour of more customisable and modular bathroom solutions. The search volume for “bathroom furniture” now exceeds that of suites by more than 1.5 times, reflecting a shift in consumer priorities towards flexibility and personalisation in bathroom design.

Embracing Smart Technology and Sustainability

The integration of smart technology into bathrooms is another trend that’s picking up steam. There’s been a surge in searches for “smart toilets,” “smart showers,” and “bathroom voice control” devices. Alongside this, there’s growing interest in environmentally friendly products, with more people searching for “water-saving fixtures,” “low-flow toilets,” and “recycled materials for bathrooms.”

Interestingly, searches for small bathrooms have remained steady, with only a 2% drop, while broader terms like “bathroom ideas” and “bathroom inspiration” have seen a 20% decline.

What These Trends Mean for Your Business

Our analysis underscores the importance of staying in tune with consumer behaviour as the bathroom industry continues to evolve. As Sean Dwyer, our Managing Director at Door4, puts it: “Balancing between being market-led and influencing the market is crucial. Trend data allows us to keep a finger on the pulse of consumer preferences, ensuring we stay responsive to their evolving needs. At the same time, it’s the responsibility of marketers to not just follow but also guide and shape those trends, encouraging consumers to explore new possibilities.”

Sean also highlights an often-overlooked detail: “Some of the simple search terms that businesses might miss can be quite revealing. For instance, searches for ‘bathroom showroom’ are almost four times higher than for ‘bathroom shop,’ and significantly more than for ‘store.’ This shift can have a big impact on how businesses position themselves online.”

At Door4, we’re committed to leveraging data-driven insights like these to help businesses thrive. By understanding and anticipating market trends, we can not only meet consumer demands but also inspire and shape them.