Behind the Bathroom Door: A Study of Bathroom Habits & Behaviours, 2018 -

The "Behind the Bathroom Door: A Study of Bathroom Habits & Behaviours, 2018" report has been added to's offering.

As an industry, how much do we really know about what goes on behind the bathroom door?

Consumers show concern for environmental issues and yet we are using more water in our bathrooms than ever before. Could it be that in the privacy of our own bathroom, we are unaware of the amount of water we really use?

Our 7-day confidential diary study, followed 50 householders as they undertook various bathroom tasks and reported back on a daily basis. The huge amount of data gathered throughout the study throws light on our private bathroom routines and behaviors and highlights the amount of water that could potentially be saved through greater awareness and less wasteful bathroom habits.

The research also gives a true insight into the real needs and requirements for our bathroom spaces, and the strong desire we all have to create a functional, clean, relaxing environment behind the bathroom door.

Alongside this bathroom behavioral study, a second study into Bathroom Purchasing Trends was run online. This study surveyed 500+ UK householders who had recently purchased a new bathroom to assess consumer purchase behavior for a complete new bathroom installation.

The insight gained from these two studies answers important questions in terms of consumer requirements for their bathroom, how bathroom products are being used in the home, attitudes to water efficiency, and how this, in turn, influences consumer purchase behavior for new bathroom products.

This report was a behavioral study and followed the format of an online interactive diary with two-way, real-time communication between the researchers and the participants. This enabled daily tasks to be set, further details requested, images and videos uploaded, different workday and rest day behaviors to be captured, and much more.

Key Findings

  • Creatures of Habit
    • Our bathroom behaviors are governed by strong routines and, despite a wide range of different preferences and habits demonstrated throughout the study, individuals tended to stick to morning and evening routines with only slight differences between working and non-working days.
  • Small But Perfectly Formed
    • Bathrooms in the UK may be small but that doesn't mean they can't be practical and also beautiful. There is a call for manufacturers to provide high-quality bathrooms with solutions for small spaces and in particular storage solutions. Also better planning by housebuilders who are not incorporating any kind of bathroom storage solutions into new-builds.
  • Saving Money Not Water
    • Concern for mounting household bills rather than the environment is the key driver for reducing the amount of water used. Cleanliness, comfort, and relaxation over-ride the desire to save water as shown by the number of householders who for example take regular deep baths and allow the shower to run for up to 5 mins to heat up.
  • Easy to Clean
    • Words like cleanliness', clean', hygienic' were repeatedly used throughout the diary study and it is very clear that cleanliness in the bathroom area is of paramount importance to householders. Products are judged based on how easy they were to clean, rather than design or product quality.
  • Functionality
    • Toilets that flush properly, powerful showers, clever storage solutions -all things that make life easier -are at the top of the wish-list for the modern bathroom. Although technology has a similar potential, it is currently viewed with the suspicion that it is gimmicky and will be complicated to use.

Topics Covered

  1. Foreword
  2. Introduction Key Findings
  3. About the Participants
  4. Showering
  5. Taking a Bath
  6. Using the Toilet
  7. Washbasin Activities
  8. Other Bathroom Activities
  9. Storage
  10. Functionality
  11. Cleaning the Bathroom
  12. Attitudes to Water Saving
  13. In Conversation with the CEO
  14. The Ideal Bathroom

For more information about this report visit