A recent analysis of Google search trends has revealed notable shifts in consumer behaviour within the bathroom design sector, offering insights into emerging preferences.
Performance marketing agency Door4 has released a report highlighting key industry trends based on an in-depth study of search data. The report underscores changing consumer interests, with a rise in wellness-focused designs and a decline in traditional elements.
Wellness-focused bathrooms
Searches for terms such as spa bathroom ideas, luxury showers and freestanding bathtubs have seen a marked increase in 2024. In contrast, interest in clawfoot tubs and marble sinks has dropped by 7% and 18%, respectively. This trend suggests a growing desire for bathrooms that serve as relaxation spaces, focusing on comfort and wellness over purely decorative features. Rising searches for steam showers, rain showers, and heated floors” further support this shift towards spa-like environments. Searches for natural bathrooms have also increased by 6.45%.
Space-saving and multifunctional designs
Consumers are increasingly searching for smart solutions for smaller spaces. In 2024, there was a significant increase in searches for small bathroom ideas, compact vanities, and space-saving storage solutions. Designs such as corner shower units and floating vanities are also gaining popularity, with an 8% rise in search volume. Although searches for small bathrooms have seen a slight 2% dip, the overall drop in generic searches for “bathroom ideas” indicates that consumers are becoming more specific in their design preferences.
Sustainability and eco-friendly features
Sustainability remains a significant driver in bathroom design. Searches for eco-friendly bathroom products, water-saving faucets, and recycled materials have increased, reflecting heightened consumer awareness of environmental impact. Searches for low-flow toilets and recycled materials for bathrooms are on the rise, indicating a growing commitment to eco-conscious renovations.
Technology integration in bathrooms
The bathroom is becoming increasingly tech-savvy, with searches for smart toilets, smart showers, and bathroom voice control devices rising in 2024. This reflects the ongoing integration of smart technology into everyday spaces, including the bathroom.
Rising demand for colour and personalisation
A striking shift in 2024 is the increasing demand for bold colours and custom designs. Searches for bold bathroom colours, patterned tiles, and custom vanities show a growing interest in personalised spaces. Black bathrooms remain popular, outpacing white for the third year running, while green bathrooms are also seeing a surge. Searches for matte black fixtures and brass fixtures further signal a shift towards more modern finishes.
Baths and sinks trends
Freestanding baths continue to lead in popularity despite a general decline in searches since a peak in 2021. However, bathtub searches, particularly for baths with showers, are rising. Interest in bathroom vanities and sinks has rebounded in 2024, with a particular focus on storage and aesthetics.
Customisable bathroom furniture
The report shows a shift towards modular and customisable bathroom furniture, with searches for bathroom furniture outpacing those for traditional bathroom suites. This reflects a move towards more personalised and adaptable bathroom solutions.
Sean Dwyer, managing director of Door4, summarised the findings: “Consumers are viewing bathrooms as essential spaces that blend style, comfort, and innovation. The growing emphasis on sustainability, wellness, and technology presents exciting opportunities for the industry to innovate and meet modern consumer demands.”
Dwyer added: “Understanding these trends is crucial for staying ahead in the industry, offering manufacturers, designers, and retailers valuable insights into evolving consumer preferences.”
For more information, visit www.door4.com.