European Bathroom Market 2024: Eastern Europe Holds Steady While Western Europe Set to Drive Growth
- brg_news_room
- 3 days ago
- 4 min read
The European bathroom market remained stable in 2024, declining marginally, navigating shifting consumer preferences, evolving housing dynamics, and broader economic pressures. Eastern Europe maintained a slight lead in overall activity, supported by consistent demand across core categories. Western Europe, while marginally behind in total installations, continues to set the pace for long-term growth, particularly in renovation-led upgrades.
Housing RMI remained the dominant driver across both regions, particular in Eastern Europe, reflecting sustained investment in existing homes, preventing a stronger market decline. New housing contributed negatively due to a combination of reduced construction activity, delayed project starts, and tighter budgets in the residential sector. Many European countries saw fewer new housing starts in 2023 and early 2024, driven by economic uncertainty, higher interest rates, and planning delays.
Looking ahead, the market is expected to regain momentum from 2026 onward, with Western Europe driving the bulk of net growth. Urban refurbishment, modular layouts, and smart fixture adoption will underpin expansion, while Eastern Europe is projected to recover more gradually. By 2029, cumulative gains will reflect a broader shift toward integrated design, water efficiency, and lifestyle-led bathroom investments.
Western Europe 2024: RMI Stabilises After Sharp 2023 Decline, Broader Category Trends Prevent Deeper Contraction
Western Europe saw a modest dip in 2024, with renovation activity remaining the primary source of demand. While some categories softened, the region is expected to regain momentum from 2025 onward.
Baths, Shower Trays & Shower Wall experienced minor declines, particularly in traditional formats. However, demand for walk-in showers and minimalist wet room layouts remains strong, especially in urban refurbishments. Sales contracted slightly across all segments, with housing RMI showing the most resilience and non-housing demand softening.
Sanitary Ware held firm, supported by hygiene upgrades, water-saving technologies, and regulatory alignment. Demand was well-balanced across renovation, new housing, and non-housing applications. Sales dipped slightly in housing RMI and non-housing, while new housing remained stable.
Toilet Seats continued to perform well, driven by bundled installations and growing hygiene awareness. The category remains a consistent performer across residential and commercial settings. Sales grew in new housing and non-housing, while housing RMI held steady.
Shower Toilets & Bidet Seats gained traction, particularly in new housing and premium upgrades. Wellness-focused consumers are driving adoption, with early uptake in hospitality and luxury office projects. Sales remained stable in housing RMI and non-housing, with new housing leading growth.
Taps and Mixers showed signs of recovery, supported by delayed replacement sales, multi-functional design, and aesthetic appeal. Renovation remained the leading segment, with reduced contributions from new housing and non-housing.
Shower Accessories posted robust growth, reflecting strong demand for coordinated upgrades and functional enhancements. Sales increased across all segments, with housing RMI leading and new housing contributing steadily.
Bathroom Furniture expanded steadily, driven by demand for integrated storage, modular layouts, and cohesive design. Growth was strongest in renovation, with new housing also contributing due to increased penetration. Sales remained stable in housing RMI and new housing, while non-housing demand softened slightly.
Kitchen Sinks softened slightly, with renovation still the core segment. The dip may reflect evolving kitchen layouts or temporary budget shifts, with recovery expected in the medium term. Sales declined across all segments, with housing RMI showing the least contraction.
Western Europe is expected to maintain its upward trajectory through 2029, with renovation activity continuing to lead. Emerging categories such as shower toilets and smart accessories will gain ground, while core segments like sanitary ware and taps will benefit from regulatory and design-led momentum.
Eastern Europe 2024: RMI and Non-Housing Drive Growth, New Housing Slips Slightly
Eastern Europe showed mixed performance in 2024, with several categories levelling off after earlier growth. Housing RMI remained the backbone of demand, while new housing declined marginally—holding up considerable better compared to trends seen in Western Europe—and non-housing contributed selectively.
Baths, Shower Trays & Shower Wall experienced modest declines, particularly in traditional formats. Renovation showed the most resilience, while new housing demand was flat and non-housing softened further. Sales contracted across all segments, with housing RMI showing the most stability.
Sanitary Ware remained central to bathroom upgrades, though growth slowed slightly. Renovation led demand, with new housing contributing through standard fit-outs. Sales increased in housing RMI, remained flat in new housing, and declined in non-housing.
Toilet Seats posted incremental gains, supported by hygiene upgrades and bundled installations. Renovation led growth, with gradual expansion in new housing and steady demand in non-housing. Sales rose sharply in housing RMI, dipped in new housing, and held firm in non-housing.
Taps and Mixers held firm, with renovation as the primary driver. Functional upgrades and design appeal supported stable performance across all segments. Sales grew in housing RMI, remained flat in new housing, and softened in non-housing.
Shower Accessories continued to grow, supported by coordinated upgrades and layout optimisation. Sales increased across all segments, with housing RMI leading and new housing showing the strongest relative growth.
Bathroom Furniture expanded gradually, with renovation dominating. New housing demand was stable, while non-housing installations remained limited. Sales rose in housing RMI, held steady in new housing, and declined slightly in non-housing.
Kitchen Sinks softened slightly, with renovation leading. The decline may be linked to delayed upgrades or evolving kitchen configurations. Sales contracted across all segments, with housing RMI showing the most resilience.
From 2026 onward, Eastern Europe is expected to transition from stabilisation to recovery. Incremental gains are forecast across most categories, with renovation continuing to lead. Growth will be strongest in taps, sanitary ware, and coordinated upgrades, while modular furniture and wellness-led formats are set to gain traction in the longer term.
Source : BRG, Jeroen Luth - Associate Director
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