Growing Share of Rimless Water Closets in South Africa
Adoption of rimless water closets is growing in South Africa as consumers show greater interest in products that are easier to clean, more hygienic, and better suited to contemporary bathroom designs. This shift reflects a change in buying preferences, with consumers increasingly looking beyond basic functionality and paying more attention to hygiene, appearance, and ease of maintenance. Developers, retailers, and installers are also positioning rimless WCs as a more modern alternative to conventional designs, rather than a feature limited to high-end projects.
South Africa’s sanitary ware market continues to benefit from urbanisation, construction activity, and demand for upgraded bathroom solutions. Rimless WCs are receiving greater attention, particularly because they combine practical benefits with a more contemporary appearance. This is particularly evident in residential renovations, hospitality projects, and commercial developments, where both hygiene and aesthetics play an important role in product selection.
BRG data indicates a steady increase in the share of rimless designs over the last decade pointing to a gradual shift in consumer and project preferences, with rimless toilets moving beyond their initial niche positioning and expected to grow in double digits until 2030.
Hygiene remains one of the clearest reasons behind the growing interest in rimless WCs. The absence of a conventional rim eliminates the harder-to-reach area where dirt and residue can accumulate. Design is another factor supporting adoption. Rimless WCs generally have a clean, streamlined appearance that works well with the minimalist bathroom styles becoming more common in residential and commercial spaces. They can also give a bathroom a more premium look and feel without necessarily being restricted to luxury developments. This indeed fits into the wider premiumisation trend seen across sanitary ware, where consumers are increasingly willing to pay for products that combine functionality with better design. Product performance is also helping the category gain credibility. Improvements in flushing and water distribution mean that rimless WCs are increasingly able to offer functional benefits alongside their hygiene and aesthetic advantages. This makes them easier to justify as a product upgrade rather than simply a design choice.
Rimless WCs are seeing stronger adoption in new residential developments, renovation projects, hospitality, and other commercial applications where a contemporary bathroom finish is important. Greater visibility in showrooms and brand marketing is also helping consumers understand the practical benefits of the category. As installers and specifiers become more familiar with the technology, the products are gradually moving beyond early adopters. Multinational brands such as LECICO, DURAVIT ROCA, LAUFEN and GROHE have been marketing rimless models aggressively since last few years. However, adoption remains uneven across the market. Higher-income consumers in urban areas are more likely to opt for rimless designs, while price-sensitive buyers continue to favour conventional toilets. The category is therefore growing, but its penetration is still closely linked to income levels, project type, and the availability of suitable products through retail and distribution channels. Domestic brands such as VAAL and LUXIMO also have rimless models in their portfolio but lesser market shares compared to global brands.
Price remains the biggest obstacle to faster adoption. Rimless WCs typically command a premium over conventional models on their design, technology, brand positioning, and perceived hygiene benefits. For consumers with limited budgets, the additional cost can be difficult to justify when a standard WC continues to meet their basic requirements. Affordability is particularly important in South Africa, where price remains a major consideration for a large part of the sanitary ware market. In lower- and middle-income segments, buyers are often more focused on upfront cost and product availability than on newer features. And this is likely to keep the transition gradual, unless manufacturers can bring rimless models closer to mainstream price points.
That said, growing awareness of hygiene, easier cleaning, and contemporary bathroom design should continue to support demand, particularly in urban residential, hospitality, and commercial applications. The pace of growth, however, will depend on how effectively manufacturers and distributors address the price gap with conventional products. Wider availability, more competitive pricing, and clearer communication of the practical benefits could help rimless WCs move further into the mainstream. For now, the category appears to be following a steady adoption curve, with premium and urban segments likely to remain at the forefront of growth.
Himanshu Labroo
Source: BRG Research
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