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31st August 2020
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Industry is missing opportunity to gain more sales and impact on water efficiency
Bathroom Manufacturers Association CEO Yvonne Orgill has called on the bathroom industry to provide more water efficiency information on products, following the results of its consumer research.
The comments were made at the Bathroom & Kitchen Business Conference. Yvonne said that the industry was missing a chance to gain more sales as their research showed that consumers would be positively influenced to buy products if they had more information about water efficiency.
"The industry needs to wake up to the fact that they are going to have to take this issue seriously," she warned. "We cannot keep using the amount of water that we do, but they should see it as an opportunity, as our research clearly shows that consumers want to do their bit and would buy water saving products if they had more water usage information.
"Our results show that more than 80% of respondents said that water efficiency was quite or very important when purchasing a WC or a shower yet almost 40% were not made aware of how much water the products would use.
"We know that manufacturers have water-efficient products and they have the Water Label that they can use to demonstrate this. There are already 143 brands supporting it with 11,000 products, if more companies took the Water Label on board, we could collectively make more of a difference and they would sell more products too, a win-win for all."
The BMA conducted the research in partnership with industry market insight specialist, Trend-Monitor. The research was split into two separate studies; 'Behind the Bathroom Door' an online diary study following 50 participants as they undertook set tasks in the privacy of their own bathroom, and 'Bathroom Purchasing Trends' an online survey which targeted 517 householders who had recently purchased a new bathroom.
The purpose of the research was to understand consumer requirements for their bathroom, how bathroom products are being used in the home, attitudes to and awareness of water efficiency, water regulations and legal compliance, and how this in turn influences consumer purchase behaviour for new bathroom products.
The results of the survey are available to BMA members. Read the summaries and download the reports at:
Behind the Bathroom Door: https://trend-monitor.co.uk/behind-the-bathroom-door/
Bathroom Purchasing Trends: https://trend-monitor.co.uk/bathroom-purchasing-trends-consumer-insight-2018-2/
2nd November 2018