This month we talk to Tom Reynolds – Chief Executive of the Bathroom Manufacturers Association – to understand the latest market research available to BMA members and what this means for bathroom brands.

The current coronavirus crisis has many parallels with the Spanish flu pandemic, suffered by around 500 million people, a hundred years ago. It resulted in tens of millions of deaths, and was followed by a wave of economic and cultural prosperity throughout the Western world. The Roaring 1920s, as it became known, was characterised by new technologies, an advertising boom and a surge in consumerism.

At BMA we work closely with a team of market researchers at Opinium, to get a greater understanding of what consumers want. We recently hosted a webinar for members, discussing how brands should position themselves, post-pandemic.

Research shows respondents were split on whether they want to return to life as it was, or they want a complete change to society. There are two competing narratives – pent-up demand will create a surge in spending, versus restraint prevailing and resulting in more conservative consumer patterns.

But one particularly strong theme running throughout the market segments, is a desire to support local neighbours, the wider community and the environment. This sense of solidarity and collectivism is translating into value-driven purchasing, and we in the KBB industry need to get our heads around this as we serve the  post-pandemic market.

There is an opportunity to connect in a meaningful way on sustainability and climate issues, to help people make informed decisions about bathroom products and environmental impact.

We know the majority of people have no idea how much energy and water they use, but the climate crisis and the net zero challenge, will force more people to question their consumption.   In the bathroom sector, the Unified Water Label is one answer. It enables people to make a positive impact by choosing products that deliver environmental and cost-saving benefits. It must be visible at the point of sale so consumers see clear and concise information about water, energy and carbon values.

At the BMA, there is a sense of like-mindedness in terms of our collective views on sustainability, and our collective efforts to transitioning to carbon neutral bathrooms. We must convey this to consumers to demonstrate the shared sense of values we hold.

The Water Regulations Advisory Scheme (WRAS) has separated its subscriptions and approvals activities into two separate businesses, Water Regs UK and the Water Regulations Approval Scheme (WRAS)

The move follows an internal review and a series of in-depth surveys of members, stakeholders and subscribers.

The findings prompted the launch of the Water Regs UK and Water Regulations Approval Scheme businesses, which clarifies the services offered to different stakeholder groups.

Water Regs UK is focusing on promoting compliance with the Water Fitting Regulations and Byelaws across the UK to protect customers.

The new business is primarily funded by water company subscribers and facilitates water company collaboration and the sharing of industry learning, experience, and good practice. It also acts as a hub to communicate information about the water regulations.

Water Regs UK is also responsible for running the Water Industry Approved Plumber Scheme (WIAPS) on behalf of 14 water suppliers in England and Wales.

The new Water Regulations Approval Scheme business is funded by manufacturers and applicants and it has a specific responsibility for approving plumbing products and materials.

Responsibilities include maintaining a directory of more than 9,000 products and 3,000 materials.

Julie Spinks, Managing Director of the Water Regs UK, said: “The launch of the new dedicated Water Regs UK business means we can further improve the support we provide to subscribers.

“It’s an opportunity to increase our profile among stakeholders and consumers, which will further build awareness and understanding of the water regulations and why they should be followed.”

Ian Hughes, Approvals Manager for the Water Regulations Approval Scheme, said: “Our vision is to be the most trusted independent UK certification body for plumbing products and materials, helping business and consumers choose compliant products that keep water safe. The launch of approvals as a dedicated business allows us to focus exclusively on that goal and offer one route to demonstrate compliance with the regulations.” For further information, visit https://www.wrasapprovals.co.uk/ and https://www.waterregsuk.co.uk/