Here at Trojan, we believe our continued success comes from our consistency; we continually invest in new designs, plant, equipment and our team; we set the quality standards for the industry and work tirelessly to uphold these standards yet remain at a competitive price point for all products we manufacture. We continually talk with our customers and understand consumer trends, translating these into products and ranges that address specific needs/wants/desires. From Mintel reports, to attending trade events, we are constantly looking to understand the market and our end users, and as we start 2019 we wanted to share with you a little of our knowledge and how we have developed our offering as a result…
According to a Mintel report – Bathroom and Bathroom Accessories, August 2018 – the UK housing market slowed a little in 2017-18 resulting in slower demand for bathroom refits. However, consumer spending on bathroom fittings, furniture and accessories rose by an estimated 2.2% in 2017 to reach £1,140 million, helped by growing household numbers. Home owners, with or without a mortgage, are the core audience for bathroom retailers as they have the greatest interest in revamping bathrooms and they are in control of the decisions about what to do.
Those with a mortgage are most active; 15% added bathrooms in the last 3 years and 34% partially or completely refitted existing bathrooms. 30% of shoppers said ease of online ordering influenced where they bought last time while 29% say that an attractive showroom influenced their choice of bathroom retailer.
The core bathroom items – bath, basins and WCs, make up just under half of spend on bathroom fittings and there is a continuing trend to replace baths with showers, or to install showers above the bath, given that two thirds of adults prefer showering to bathing.
Statement pieces in bathrooms are often added to a layout to inject style and design interest. Examples include freestanding baths, stylish taps, shower heads, feature radiators and shower cubicles.
Unsurprisingly there is more demand for accessible bathing as the UK population aged 65+ will grow by an estimated 8.6% to reach some 13 million, between 2017-2022. With a lack of government funding for care for our elders, and local authorities encouraging many to stay at home, this is likely to lead to increased demand for accessible bathing and showering for people will restricted mobility.
Taking the above learnings, we have acted upon many of the market trends; in recent months we introduced Trojan Trays and our new Slimline30 range to address the consumer trend toward showering; relaunched the Bathe Easy brand and extended the product range to increase the number of easy access baths as well as brassware and accessories for those with physical limitations; introduced a wide range of affordable freestanding baths, making this once aspirational ‘statement piece’ accessible for all; relaunched the Trojan Baths brand with all new marketing materials and website for those who want to investigate their bath manufacturer of choice online, before heading into a showroom.
We are proud to continue to work with a handful of key distributors, who service the whole of the UK bathroom retail sector for us. However, we are very much aware that the internet has made it very easy for consumers to shop around and find the best deal, prior to entering a showroom or speaking to a sales adviser. This is why we continue to support our distribution network with staff training, product support and marketing investment. If you’d like to hear more about Trojan Baths, our wide range of brands and products and what we can do for you, get in touch sales@trojan-plastics.co.uk.
