A recent analysis of Google search trends reveals intriguing shifts in consumer behaviour and preferences, providing a window into what's hot in bathroom design.
Performance marketing agency Door4 has released a new report unveiling the latest trends in the bathroom industry, derived from in-depth analysis of consumer search behaviour. The study sheds light on the dynamic nature of consumer preferences and highlights a noticeable decline in interest for certain bathroom trends.
Rise of wellness-oriented bathrooms
Search terms like 'spa bathroom ideas', 'luxury showers', and 'freestanding bathtubs' have seen a substantial rise in 2024 compared to the past three years, whereas interest in traditional elements like 'clawfoot tubs' and 'marble sinks' has decreased by 7% and 18%, respectively. This trend highlights a growing consumer desire to turn bathrooms into spa-like, experience-focused environments, prioritising relaxation and self-care versus overly 'decorative' items.
The increase in searches for terms like 'steam showers', 'rain shower' and 'heated floors' suggests that consumers are not just looking for aesthetic upgrades but also seeking features that enhance comfort and wellness. Searches for 'natural bathroom' have increased by 6.45%.
Clever design hacks and multifunctional products that make the most of limited space
2024 has seen a spike in searches for 'small bathroom ideas', 'compact vanities', and 'space-saving storage solutions'. Contemporary, space-efficient designs, such as 'corner shower units' and 'floating vanities', have gained traction, with an 8% rise in search volume.
Searches for small bathrooms per se remain steady, with just a 2% drop, while generic searches for both bathroom ideas and bathroom inspiration have seen a 20% drop - indicating that consumers are being much more specific in how they want to style their small rooms in 2024.
Sustainability and eco-friendly features are more than a trend
Sustainability remains a key driver in bathroom design, with a significant rise in searches for terms like 'eco-friendly bathroom products', 'water-saving faucets', and 'recycled materials'. Compared to previous years, 2024 shows a clear uptick in interest towards green solutions, reflecting growing consumer awareness about environmental impact.
Notably, searches for 'low-flow toilets' and 'recycled materials for bathrooms' have surged, pointing to a desire for eco-conscious renovations. The increased focus on sustainable features suggests that consumers are willing to invest in solutions that reduce their carbon footprint, even in smaller spaces like bathrooms.
As smart technology continues to permeate every aspect of daily life, bathrooms are no exception. During 2024 there has been a surge in searches for 'smart toilets', 'smart showers', and 'bathroom voice control' devices, reflecting the integration of technology into the bathroom.
Demand for colour and pattern is rising
One of the most striking changes in 2024 search data is the growing interest in personalised bathroom spaces, with a surge in searches for 'bold bathroom colours', 'patterned tiles', and 'custom vanities'. This marks a departure from the monochromatic and neutral palettes that dominated searches in previous years.
Searches for 'black bathrooms' and 'coloured fixtures' suggest a newfound willingness among consumers to embrace colour and contrast. Black bathrooms continue to outpace white in popularity for the third consecutive year, with green bathrooms also experiencing a surge in interest.
'Matte black fixtures' and 'brass fixtures' have seen increased search volumes, indicating an ongoing shift from traditional chrome and stainless steel to more modern finishes. The rise of these search terms indicates that bathrooms are no longer an afterthought but a key space for self-expression in the home.
Bath types
The report shows that freestanding baths remain the most popular style, outperforming fitted and corner baths. Although both freestanding and corner baths saw a significant increase in search interest in 2021 (+40.66%), this interest has steadily declined since. However, searches for general 'bathtub' inquiries are more than double those for freestanding and corner baths combined, with a slight uptick in interest for 'baths with showers'.
Sinks and basins
Consumer interest in bathroom vanities has increased, particularly driven by trends focusing on storage and aesthetics in bathroom renovations. While the overall search volume for countertop sink included a 9.35% decrease in 2023, there was a notable rebound in 2024, with an 8.25% increase.
Bathroom furniture
The report also highlights a shift away from traditional 'bathroom suites' as search volume for 'bathroom furniture' exceeds that of suites by more than 1.5. This trend reflects changing consumer priorities toward more customisable and modular bathroom solutions.
'The data reveals that consumers are increasingly viewing bathrooms as essential spaces that blend style, comfort, and innovation,' says Sean Dwyer, Managing Director of Door4.
'The bathroom is no longer just a functional space—it has evolved into a sanctuary, a statement of style, and a reflection of personal taste. As we move through 2024, emerging trends in bathroom design and renovation are taking a distinctly modern turn.
For industry professionals, staying ahead of these trends will be crucial. The growing emphasis on sustainability, wellness, and technology integration offers exciting opportunities for manufacturers, designers, and retailers to innovate and cater to the modern consumer's desire for bathrooms that are not just functional, but also personal, luxurious, and eco-conscious.'
'As consumer tastes continue to evolve, so too will the bathroom industry. Understanding these search trends can provide valuable insights into what homeowners are looking for today—and what they will be seeking tomorrow. Balancing between being market-led and influencing the market is imperative,' adds Dwyer.
More information:
Door4
[email protected]
www.door4.com