The UK shower equipment market was impacted by the COVID-19 pandemic and saw a “sharp” decline in value of around -12% in 2020, AMA Research has reported.

It stated over recent years this market has benefitted from the increasing preference towards showering, technological developments, and the growing demand for more premium solutions.

And AMA Research found in 2020, around 93% of UK households have at least one shower installation in their property.

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It revealed around two thirds of shower controls were installed over a bath, however a “significant” number of households also have a secondary separate shower facility.

Market researcher at AMA Research Abdul Tantouch commented: “the shower market has now reached maturity in the UK, with a significant and ongoing demand for more premium solutions.

“Flexibility, convenience, and ease of use are key requirements and are influencing the shift towards higher value products.

“Given the current levels of uncertainty because of the Covid-19 pandemic and Brexit, durability and longevity are also important attributes.

“It is increasingly important for suppliers to deliver quality and variety in their product offerings to justify homeowner investment. “

AMA Research also reported with the COVID-19 pandemic there has been a significant increase in the level of online purchases, particularly during lockdown periods.

It expects this trend to continue, as it states the internet has raised expectations and awareness of affordable design-led products.

In 2021 it is estimated that the market will decline by a further -2%, followed by more steady growth of 3-4% per annum from 2022 to 2025.

With the wider availability of COVID-19 vaccines and a more certain UK economy, AMA Research believes it will support consumer confidence levels going forward, with possible pent-up demand driving sales.