Master bathroom remodeling is a popular home improvement project for a few reasons.
For instance, these spaces get plenty of daily use for a multitude of personal and important uses. Individuals often perceive the master bathroom as a haven, one where they expect a certain level of comfort, privacy, and convenience.
Additionally, they require regular maintenance and upgrades to ensure the various features and fixtures — from electricity and plumbing to flooring, vanities and wall finishes — are kept up to date, which means functioning properly, looking attractive, and catering to the evolving lifestyles of homeowners.
The Home Improvement Research Institute provides HIRI members with extensive data covering market trends and forecasts, enabling building product manufacturers to understand how and why property owners take on master bath remodels, whether on their own or with the help of a professional contractor, and prepare accordingly.
Our research shows that, for DIY homeowners, the markets pertaining to bathroom remodeling projects—plumbing fixtures and supplies, as well as bath cabinetry and countertops — are expected to decline in 2023 and 2024, with growth rebounding 2025 through 2027.
The forecast for the pro markets is more optimistic. Spending for plumbing fixtures and supplies will have slower growth, but should still increase to more than $5.1 billion by 2027.
For cabinets and countertops, it’s a similar story. Spending has dipped in 2023 compared to 2024, but it should be followed by a period of recovery from 2024 to 2027, growing to roughly $8.7 billion.
Currently, according to the National Kitchen & Bath Association, more than 85 percent of mortgages have locked-in rates of 5 percent or below. Because of this, homeowners are opting for home remodels to meet their changing lifestyles, as opposed to moving into the new homes.
As the National Kitchen & Bath Association notes, the pandemic saw a significant number of people rushing home-buying decisions and settling into properties that were not exactly what they wanted, but close enough. Now, there is a segment of residential customers who will be looking to undertake master bathroom renovations or additions to make those homes more suitable.
Master bathroom remodels can run the gamut from cosmetic touch ups and refreshing the design to moving walls to change the floor plan, expand the space, or add new fixtures. They include a variety of materials and products, including cabinets, countertops, paint, flooring, plumbing fixtures, showers, bathtubs, and general building and plumbing supplies.
In 2022, painting was the most common type of work being done in the bathroom market, but in 2023, it’s being overtaken by flooring replacements, installs, and repairs. We’re also witnessing a jump from 26 percent to 39 percent in the projects that include installing, repairing or replacing electrical outlets and fixtures.
Improving aesthetics and increasing functionality are the main drivers behind bathroom remodeling projects.
3 in 4 customers make the decision to undertake a master bathroom remodeling project in the first half the year, with January and February being particularly optimal months. This gives plenty of time for them to conduct research and hire contractors.
Then about 30 percent of projects will kick off in the early summer, with a majority of project completions taking place in July and August.
As with other home remodeling projects, in-store purchases far outpace online purchases when it comes to plumbing and bath products.
Approximately 72 percent of plumbing products are bought at a store, with home centers accounting for roughly 69 percent of those purchases, while only 19 percent are made online and 9 percent through pros. For other bathroom products and fixtures, about 67 percent of purchases are made in store, compared to 22 percent online and 11 percent through pros.
A majority of the time, products and supplies are purchased by customers for pre-planned repairs and replacements or as part of a master bath remodeling project. About 14 percent of purchases are associated with planned additions, while 14 percent are the result of emergency repairs and replacements.
One trend for remodeling is the desire to make master bathrooms more energy efficient, which consumers see as a long-term investment. Tools like water assistants can help monitor water usage and identify if there are issues leading to waste, or there are water recyclers that reuse water from baths, showers and washing machines for outdoor irrigation or even toilets.
Additionally, purchasing behaviors show a trend toward new bathroom-related technologies that are aimed at improving physical and mental health; providing a seamless experience; and customizing the space for unique needs and lifestyles.
For instance, there is a growing demand for touch-free or hands-free faucets in master bathrooms. Some other newer technology being integrated in master bath remodels include:
When it comes to bathroom remodels, customers demonstrate a greater need for guidance than they do for other home improvement projects. According to HIRI size of market research, about 79 percent say they feel the need for advice, information, and tips.
Bathrooms represent a space within the home where there is a lot going on: plumbing, electricity, high moisture exposure, the need for privacy, and daily use. Individuals want to make sure they’re making the right decisions to maximize the functionality, comfort, convenience, and durability within their master bathroom.
Vendors and suppliers who meet this need and provide marketing and customer service that is informative, insightful, and easy to understand can give themselves a competitive edge. Being an authoritative source to provide advice and tips will help you motivate consumers to choose your brand over others when making their purchasing decision.
Additionally, it’s important to keep in mind that millennials are becoming a significant purchaser group for bathroom remodeling products and supplies.
This is important to keep in mind when designing and marketing master bathroom remodeling products and supplies. You are typically targeting older individuals who are in their 60s and 70s or younger homeowners in their 30s and 40s — and their motivations for remodeling a master bathroom will vary.
For example, older homeowners are more likely to be upgrading for the purpose of improving livability and accessibility, which includes installing accessible showers, bathtubs and toilets. Meanwhile, millennials might be remodeling a master bathroom in their first home or an older house so that it better fits their tastes and lifestyle.
Finally, when manufacturing bathroom remodel products and plumbing supplies, it’s important to make sure you’re developing and distributing items that integrate and/or are compatible with newer technologies to meet rising demands.
For building professionals and suppliers, HIRI is a comprehensive source of data and insights. By becoming a member, you have access to research from a wide variety of brands and companies in the home improvement industry, and it’s available wherever and whenever you might need it.
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