What’s Next for Bathrooms? Trends, Tech & Consumer Behaviour Shaping 2025 and Beyond
At Leopard Co, we’re always striving to understand what drives consumer behaviour – not just what people are buying, but why. As part of our commitment to helping brands in the home and property sector grow with insight-led marketing, we’re proud members of the Bathroom Association and this year, we were also proud sponsors of Pitch Fest at the Installer Show.
While there, we joined the “Elevating Bathrooms in 2025 and Beyond” Trends Masterclass hosted by Jane Blakeborough, Research Manager at the Association. The session brought together expert panellists including US interior designer and podcast host LuAnn Nigara, Nicola Friel from VitrA, and Ruth Bell from Inside Out. Together, they explored what’s influencing bathroom design, purchasing decisions, and installation innovation – from colour and personalisation to connected tech and AI.
Here are the key takeaways from the session – and what they mean for bathroom brands in the year ahead.
Innovation Behind the Wall – and in Front of the Customer
In 2025, innovation is about solving practical problems, not just creating standout aesthetics. The panellists highlighted how behind-the-wall improvements – such as better frames, stronger materials and adjustable fittings – are helping make life easier for installers and homeowners alike.
New products like Roca’s improved flush systems and one-person installable frames mean quicker, smoother installations. This shift frees up installers to focus on the customer-facing finish, helping deliver a more satisfying and less stressful bathroom refit experience – a subtle, but powerful driver of consumer satisfaction. Meanwhile, water-saving features like vortex flushing and hygienic, touch-free tech are meeting growing demand for sustainability and wellness.
Smart, But Not Over-Engineered: Tech That Works
Bathroom tech is evolving, but the verdict from the panel was clear: it’s only worthwhile if it adds value to everyday life. Consumers are embracing smart lighting and shower personalisation settings – innovations that enhance experience and offer control.
But the line between useful and overdone is fine. “No one wants their mirror to show traffic reports,” LuAnn Nigara joked – a reminder that good design prioritises emotional utility over novelty. Battery-backed touchscreens, heated mirrors and subtle lighting are in. Over-complicated integrations? Not so much.
AI in Design: A Tool, Not a Threat
The panel also discussed how AI is increasingly being used in design workflows - especially to create fast visualisations or explore layout options. But it’s not a silver bullet.
While AI can enhance speed, human designers still bring the insight, emotion and sustainability edge. As Ruth Bell noted, AI isn't energy-neutral – and it isn’t ready to replace intuition and experience. The opportunity lies in combining the two: faster concepting with a human eye on quality.
This mirrors the broader shift in consumer expectations across the home – a topic explored in depth in our new Home & Property Marketing Insight Report 2025, where we spotlight the balance between convenience and connection.
Colour, Texture and Character: Consumers Want More ‘Them’
One standout insight: personalisation in the bathroom is booming. Online searches for “pink bathroom” are up 120% year-on-year. But while bold colours are trending, consumers are finding savvy ways to dip in without long-term commitment – with accessories, wallpapers and textured soft furnishings used to layer character and colour. Popular shades include muted mustards, ochres, and warm cappuccino tones, often set against timeless neutrals or matt black. Japanese design influences – wood walls, tactile tiles, and calming minimalism – are also being adapted for UK bathrooms, especially in smaller spaces where a ‘zen’ feel adds emotional value.
If Budget Wasn’t a Barrier…
The panel wrapped with a vision of the dream bathroom – and the desires were more emotional than extravagant. Think: double basins, full-size baths and walk-in showers, heated floors, smart toilets, and soft-touch lighting for night-time use. Simplicity, comfort and calm came out on top – proving that consumer aspirations are shifting towards sensory luxury and lasting design.
What This Means for Bathroom Brands
Consumers are more informed, more considered, and more emotionally driven than ever. They’re looking for experiences that combine function, beauty and ease – without overwhelming them with tech or trendy gimmicks. As a brand or business in this space, it’s essential to show how your products meet these needs in ways that feel personal, purposeful and sustainable.
At Leopard Co, we believe that by understanding what consumers want – and why they want it – brands can create more meaningful connections and drive growth with confidence.
Our new Home & Property Marketing Insight Report 2025 explores how these behavioural shifts are shaping decisions across kitchens, bathrooms, interiors and gardens – with sector-specific trends, practical marketing takeaways, and actionable data for the year ahead.
Have a read, get inspired, and let’s build the homes of tomorrow – together.