2022 bathroom market review

While this figure continues to increase with +1,4% compared to 2021, its increase is particularly notable compared to 2019, the reference year, with +10% growth (in value).

In detail, faucets remain the leading segment in total market turnover with 34% of the market, followed by the shower areas categories (28%) and ceramic parts (21%). And among the growing categories (in value), doors and partitions show an increase of 6%, followed by fittings by +2% and furniture, +2%.

In volume, 2022 is down slightly with 25,3 million units sold, i.e. a drop of 7% compared to 2021, a historic year for professionals who benefited from favorable conditions for real estate transactions. However, here again, the market remains in clear progression with +4% growth compared to the year 2019.

Trading maintains its leadership

The professional network [1] still accounts for nearly 2/3 (67%) of sales made in 2022 and recorded growth of +0,3% vs 2021 and +9% compared to 2019. It is followed by consumer networks [ 2] with 29% market share (up +1% vs 2021 and +5% vs 2019) and online sales which represents 4% of the distribution circuit, up +33% vs 2021 and +79 % vs. 2019.

In terms of manufacturers, national brands continue to arouse enthusiasm with 71% of sales made (1.421.000 million euros). Distributor brands absorb the last tier with 29% of the market. Almost stable figures since 2014.

The market by product family

Faucets

This year, valves still represent more than a third of the market (1%) with a turnover of 3 million euros and 34 million parts sold. The segment is stabilizing with a 674% increase in value and a slight decrease in volume (-14%) compared to 2 due to the slowdown in the real estate market and renovation projects. Inflation also enters the concerns of consumers and professionals confronted with the profitability of projects.

In comparison with 2019, these figures are on the rise both in value and in volume with respectively +13% and 9% compared to 2019.

The search for water and energy savings confirms the dominant position of bathroom mixer taps, in particular the increase in thermostatic with respectively 25% of sales in value and 39% in volume. Shower columns are down slightly in favor of more accessible solutions such as shower bars.

Ceramic Pieces

The Ceramics family represents 21% of the market (in value) with 414 million euros and 7,1 million pieces sold in 2022. A segment down slightly by 0,4% compared to 2021 but which remains up compared to to 2019 with +6% growth (in value).

74% of sales (in value), mostly national brands, are made through the professional network (i.e. -2% compared to 2021 and +3% vs 2019). The consumer network, which mainly distributes private label products, posted growth of +6% vs. 2021 and +12% vs. 2019. Finally, in this category, online sales are up +20% compared to 2021 and 200% vs. 2019.

In detail, all the family of washbasins are down both in value and in volume. Support frames are the only category growing +5% in 2022.

Toilets are also marking time with -2% vs 2021 (but up +6% vs 2019) in value but also in volume (-% vs 2021 and -9% vs 2019). Here again, support frames are the only ones to progress with +5% growth.

The furniture

The category, made up of 70% assembled furniture, represents 14% of the bathroom market. Its growth is holding up compared to 2021, up +2% and +6% vs 2019 (in value).

The professional circuit – which accounts for 45% of furniture sales – weakened by -5% (in value) compared to 2021 in favor of the general public network which posted an increase of +9% vs 2021. While its growth was only by 4% in 2019, it is now the leading sales channel (54%) in this category. Online sales, although a minority with 2% of sales, are also up (+12% vs 2021).

Receivers

With 8% of the market, sales of trays amounted to 1 million units, representing a turnover of 159 million euros. The segment is down -5% (vs 2021). Shower trays made of composite and ceramic materials make up the bulk of sales with respectively 64% and 31% of sales in 2022. In volume, the distribution is still fairly even: shower trays made of composite materials make up almost half of the items sold ( 49%), those in ceramics, nearly the other half (46%).

These products suffered a substantial drop compared to 2019 (-12%) with, however, a mix effect in favor of synthetic materials which mitigated the drop in value (-4%).

Bare baths and Balneotherapy

The bare bathtub segment (3% of the bathroom market with 500.000 pieces) continues to grow in value with + 4% compared to 2021 (and + 5% vs 2019) despite a drop in volumes, particularly in the wholesale network. The whirlpool market, despite the catch-up in 2021, relapses (-12% vs 2021 in value) and falls for the first time to less than 1 units.

The average sale price of the whirlpool bath has increased sharply, as a result of market share gain by the trading network (+10 pts since 2019), changes in the product mix and inflation.

Shower cabins

In 2022, the market again benefited from the effects of the Housing Action scheme both in volume and in value (-2% vs 2021 and +36% vs 2019). It stands at 43 million euros with 80.000 pieces sold (ie 2% of the global market).

Despite everything, the trend for the 2nd half of 2022 and the 1st quarter of 2023 announces a return to decline with a sharp deterioration in volumes and the average selling price.

Shower doors and screens, bath screens

The category is growing steadily (except in 2020) both in value with a turnover of 370 million euros in 2022 (+ 6% vs 2021 and + 18% vs 2019) and in volume, i.e. 2 million parts (-2% vs 2021 and +10% vs 2019).

The market mix remains stable with 1/3 open space, 2/3 closed space and 1/10 bath screens.

The increase in the average sale price is linked to the inflationary context but also to the good progress of national brands at the national level. Finally, while private labels are growing faster (particularly in value) than national brands in the network, they are marking time in GSB in volume to the benefit of national brands.