According to research analysts GfK, while the consumer confidence index edged up to a 15 month high between July 2011 and July 2012, the value sales of bathroom suites declined by 9%.
The analyst attributed this to the beleaguered economy and low consumer confidence. Some optimism was reported, with the consumer confidence index now up one point to -28 for September. The analyst added it was uncertain whether this rise "is a precursor for future trends of just an end of summer blip."

According to this index, in August 52% of consumers felt the economic situation would get worse over the next 12 months. Similarly, 45% felt it would get a little or a lot worse in terms of their household financial situation. As a result, the analyst reports "consumers have continued to tread cautiously with regards to big ticket purchases."

An additional buffer to the growth of the bathroom market, according to GfK, is the decline in property transactions. It reported that in 2011 there were 866,000 property transactions compared to over 1.6m in 2006. GfK added: "As the number of sellers and buyers dwindle, the impetus to renovate bathrooms is increasingly lost.

"Cosmetic improvements have proved a popular substitution, with 23.6% of all value sales in the bathroom markets stemming from bathroom accessories and cabinets for July year-to-date 2012."

GfK's TSR director Sam Kelly said: "The bathroom market has been challenged due to certain economic factors, which impact the sales of big ticket items within bathroom.

"These factors include consumer confidence, property transactions and unemployment. It would seem that consumers have turned to buying quick fix products to freshen up the look of their bathroom instead of replacing their bathroom suites."