The Rise of Showers and the Decline of Bathtubs: A Lifestyle Shift in Europe

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2 days ago
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The trend towards showers has been a longstanding shift in most countries, particularly across Western Europe, where it began gaining momentum in the late 1990s and early 2000s. This transition has been driven by changing consumer lifestyles, increasing urbanisation, and a growing preference for convenience, speed, and water efficiency. Compared to bathtubs, showers are perceived as more practical for daily use, especially among working households and in smaller urban dwellings where space optimisation is important. In addition, rising awareness regarding water and energy conservation has encouraged consumers to adopt showers, as they generally consume less water and require lower heating costs than baths.

The growing popularity of modern bathroom aesthetics, wellness-focused features such as rain showers and smart shower systems and increasing renovation activities have further reinforced this long-term trend across residential markets in Western Europe. An ageing population is also an important factor in the Europe-wide shift towards showering, as showers are generally considered safer, more accessible, and easier to use than bathtubs for older individuals. The growing elderly population has increased demand for walk-in showers, low-threshold enclosures, grab bars, and other accessibility-focused bathroom solutions that support mobility and independent living. This demographic trend continues to influence bathroom renovation and new housing preferences across Europe.

Across Europe, the way people use their bathrooms is changing. While bathtubs once symbolised relaxation and luxury, showers have become the preferred choice for many households. This shift is shaped by evolving lifestyles, urban living constraints, environmental awareness, and market trends. Below is a detailed look at the key reasons behind the rise of showers and the gradual decline of bathtubs in Europe, supported by current data and industry insights.

1. Urbanisation and Space Constraints

Europe is becoming increasingly urban, and with urban living comes smaller apartments and compact bathrooms. The European Union has reported a steady rise in urban populations, with major urban development initiatives planned between 2021 and 2027 to enhance sustainable city living. This intensifying urbanisation naturally favours space-saving fixtures such as showers over bulkier bathtubs.

As bathroom footprints shrink, installing a bathtub often becomes impractical, especially for young professionals and couples living in city apartments. Showers, with their minimalist footprint, align well with modern design preferences that emphasise efficiency and openness.

2. Changing Lifestyles and Hygiene Preferences

Consumers across Europe are increasingly prioritising personal hygiene, wellness, and convenience. The European bath and shower products market is witnessing increasing shower penetration in both new construction and renovation projects, driven by growing wellness awareness, rising preference for premium shower solutions, and increasing demand for natural and sustainable formulations.

Showers also support fast-paced modern lifestyles, offering a quick, refreshing alternative to baths. The widespread adoption of shower gels, scrubs, and wellness-orientated products further supports this shift, making showers the preferred daily cleansing method.

3. Environmental and Sustainability Considerations

Water conservation is an important topic across Europe. A typical bath uses far more water than a shower, prompting eco-conscious consumers to choose showers as the more sustainable option. The market’s rising focus on eco-friendly shower products and sustainable packaging further demonstrates how consumer behaviour is shifting toward greener practices.

Many showers now also incorporate innovative water-saving technologies, blending convenience with environmental responsibility, a combination that resonates strongly with European households.

4. Market Trends: Growth in the Shower Segment

In the European market, while the bathtub segment continues to grow, expansion is increasingly concentrated in luxury residential projects, hospitality developments, and wellness-oriented installations rather than mainstream everyday residential use. Across much of Europe, changing consumer lifestyles, smaller urban living spaces, and a stronger preference for convenience have accelerated the shift toward showers, particularly in renovation and new-build projects. However, the broader bathtubs and showers market is experiencing notable growth, supported by continuous innovation in shower designs, smart bathroom technologies, premium wellness features, and water-saving solutions aligned with Europe’s sustainability goals. Growth through 2033 is expected to be driven by rising consumer demand for functional, aesthetically appealing, and energy-efficient bathing solutions, particularly in modern and premium bathroom renovations.

This indicates that while bathtubs maintain a niche, especially in luxury markets, showers are becoming the mainstream choice across European households.

5. Renovation and Modernisation Trends

Home renovation remains one of the strongest forces shaping Europe’s bath and shower sector, with millions of homeowners upgrading their bathrooms each year and increasingly choosing showers as replacements for older fixtures due to their streamlined installation, superior space optimisation, modern minimalist appeal, and seamless compatibility with smart features such as temperature control, steam functions, and rainfall systems.

Increased consumer preference for modern bathroom experiences appears to be encouraging manufacturers to develop innovative shower solutions featuring water-efficient technologies and smart controls.

6. Shifting Cultural Perceptions of Bathing

Culturally, many Europeans now associate baths with occasional relaxation rather than daily hygiene. Showers have become the norm for everyday use, reserving bathtubs for special occasions, spa-like indulgence, or households with young children.

Simultaneously, the wellness trend, while supporting bathtub sales in luxury segments, has also encouraged upgrades in shower systems, including rainfall showers, aromatherapy, and integrated lighting. Thus, even wellness trends that once favoured bathtubs are increasingly embraced in shower formats.

Country‑Wise Developments in Major European Markets:

To understand the shift more deeply, we examine bathing culture, preferences, and product trends in key European countries. Wet rooms, typically installed with integrated shower drains, are increasingly taking market share from both bathtubs and traditional shower trays across many European countries. Growing consumer preference for modern, minimalist, and space-efficient bathroom designs has accelerated the adoption of wet rooms, particularly in renovation projects and urban homes where maximising usable space is important. In addition, wet rooms offer improved accessibility, easier maintenance, and a seamless aesthetic, making them attractive for ageing populations and premium residential developments. As a result, manufacturers are witnessing a gradual shift in demand away from conventional bathing and showering solutions toward floor-level drainage systems and waterproofed wet room installations.

France

France is one of the most shower‑oriented nations in Europe, with 97.3% of the population taking at least one shower per week, placing it among the world’s top showering countries, according to international bathing‑habit data 2026 (world population review). Bathing, while still valued culturally, continues to decline as showers become the default for daily hygiene.

BRG forecasts a largely stagnant outlook for the France baths market, which is expected to grow at a marginal CAGR of 0.2% during 2026–2030, indicating limited demand expansion and market maturity. In contrast, the shower trays and cubicles segment is projected to witness comparatively stronger growth, with a CAGR of 3.2% over the same period. This divergence highlights a gradual shift in consumer preference toward more space-efficient, modern, and easy-to-maintain bathroom solutions, supporting the steady uptake of shower-based installations across the country.

Spain

Spain ranks similarly high, with 97.2% of citizens showering weekly, supporting a strong cultural preference for showers over baths, according to international bathing‑habit data 2026 (world population review).

BRG forecasts modest growth in Spain’s bathroom fixtures market over the 2026–2030 period. The baths segment is expected to expand at a CAGR of 1.73%, reflecting relatively stable demand and slower replacement cycles. In contrast, the shower trays market is projected to grow at a faster CAGR of 2.6%, driven by increasing consumer preference for modern, space-efficient bathroom designs and the ongoing shift toward shower-based installations.

Given the country’s warm climate, showers provide a quick and refreshing solution, and bathroom renovations in Spain often focus on walk‑in shower designs rather than bathtub installations.

Italy

Italy shows 94.2% weekly shower usage, making showers a dominant part of daily life, according to international bathing‑habit Data 2026 (World Population Review). BRG forecasts a divergent trend within the Italian bathroom products market over 2026–2030. The baths segment is expected to decline at a CAGR of -3.12%, reflecting weakening demand, likely driven by shifting consumer preferences toward more space-efficient and cost-effective solutions. In contrast, the shower tray market is projected to grow at a CAGR of 2.4%, supported by increasing adoption of modern bathroom designs, urbanisation, and a rising preference for compact, easy-to-install shower solutions over traditional bathtubs.

Italian consumers also embrace wellness‑oriented bathroom upgrades, with rainfall showers and visually aesthetic shower enclosures appearing widely in remodels. This aligns with Italy’s strong sense of design and the market trend toward luxury, spa‑like showers.

Germany

Germany exhibits a relatively balanced approach: 92.6% shower weekly, while 20% still use baths, putting it among the top European countries for both bathing methods, according to international bathing‑habit data 2026 (world population review).

BRG forecasts indicate a relatively modest growth outlook for the German baths market, which is expected to expand at a CAGR of just 0.4% during 2026–2030, reflecting market maturity and slower demand dynamics. In contrast, the shower trays segment is projected to witness stronger momentum, growing at a CAGR of 3.14% over the same period, driven by increasing consumer preference for modern, space-efficient bathroom solutions and renovation-led demand. However, Germany is increasingly focused on sustainable water use, driving the popularity of efficient shower systems. German homes, often built with a functional and minimalist approach, tend to prioritise showers during renovations.

United Kingdom

The UK has a long‑standing cultural affinity for baths, reflected in its 33% rate of weekly bath usage, making it one of the most bath‑inclined countries in Europe, according to international bathing‑habit data 2026 (world population review). However, this tradition is shifting quickly, with 59% of UK adults now preferring showers over baths, signalling a growing move toward faster, more resource‑efficient washing habits. Additionally, 28% of Britons report that they used to bathe more but now prefer showering, highlighting a lifestyle‑driven and generational transition toward convenience. This shift is largely influenced by the desire to save time, streamline daily routines, and reduce water consumption, factors that strongly favour showering in modern UK households.

According to BRG estimates, the UK baths market is projected to grow at a steady CAGR of around 3% during 2026–2030, reflecting stable replacement demand and gradual housing activity. In comparison, the shower trays segment is expected to slightly outperform, with a CAGR of approximately 3.5% over the same period, driven by increasing consumer preference for modern, space-efficient bathroom solutions and the ongoing shift toward shower-led bathroom designs.

Find out more in our latest edition of European bathroom and kitchen reports.

Anam Khan

Source: BRG Research

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