With many bathroom brands reporting a boost in shower toilet sales, can we finally say toodle-loo to toilet paper? We investigate…

It was 2019, and I was enjoying a rather luxurious luncheon at The Shard in London, with a bunch of girlfriends, when one came back from the ladies with an inane grin on her face. “Guys, you are not going to believe what has just happened in the loo”, she said with excitement. While I was considering a possible celebrity spot, she quickly went on to describe how the toilet had a warm seat, and that it had ‘washed her’.

Slightly disappointed at the revelation, I went on to tell her that it was simply a shower toilet. Everyone turned to me agasp – ‘oh yes’, I suddenly realised it probably wasn’t common knowledge to those who didn’t work for an interiors magazine.

Fast-forward six years, and this is no longer the case. In fact, according to recent research from Victorian Plumbing, smart toilet sales have risen by 150% since the pandemic.

With my interest peaked, along with fond memories of that day as my friends one-by-one tried out the shower toilets, I decided to see if this was a common theme across other brands.

What is driving the change?

According to Matt Laurencin-Gumm, Toto UK’s global specification and project manager UK, sales have increased more than 50% in 2024 up from 2023. Duravit too has seen an ‘explosive’ increase, with sales up by 400% over the past four years. So, why the accelerated growth?

“Increased focus on hygiene and comfort, following the Covid-19 pandemic, has been a huge contributing factor for demand in shower toilets,” explains Sophie Weston, head of marketing at Geberit. “As awareness of shower toilets and the associated benefits grow, we see shower toilets becoming more the norm in bathrooms across the UK.”

Ruth Davies, marketing director at VitrA, agrees, and adds, “As shower toilets become more mainstream, with more designs and more accessible price points, they’re moving from a luxury product to an everyday solution. They’ve typically been found in high-end hotels, spas, and restaurants, and the progression into the home has been evident in the last three to five years.”

“Homeowners seek luxury and comfort where possible,” continues Ruth. Another leading element is the increase in demand for sustainable products. “Shower toilets bring with them a great many advantages such as significantly reducing the need for toilet paper.

“Plus, water usage is minimal – just 0.35 to 0.6 litres per minute, depending on the intensity setting,” explains Martin Carroll, managing director at Duravit UK.

A true shift

But are bathroom designers also seeing the change? Discussing the findings with Joe Hurles, senior bathroom designer at Tec-Lifestyle, he agrees there’s definitely been a rise in demand. “It’s still not fully mainstream, but I remember a decade ago when we’d be lucky to sell one or two a year,” he tells me. “Now, we’re regularly including at least one shower toilet in larger four- or five-bedroom homes, usually in the master ensuite, sometimes even in the cloakroom. People are gradually starting to appreciate the benefits.”

Liam Gurr, managing director at Banbury Heating Supplies Ltd, has also seen a boost in sales, and tells me, “We would sell only a couple a year in the past, but now it seems to be spoken about much more. We have sold four in the past week alone.”

So, will you be saying bye-bye to loo roll for good?

Good to know

• “Smart toilets, also known as Japanese toilets, are high-tech bathroom fixtures that combine comfort and hygiene. Unlike traditional toilets, they feature built-in bidets, automatic flushing, heated seats, and even air dryers. These functions are designed to enhance user experience while reducing the need for manual cleaning and waste,” says Alex Woods, bathroom expert at Victorian Plumbing.
• “Shower toilets offer a more effective and hygienic clean compared to traditional methods. This resonates strongly with homeowners, particularly in today’s world where cleanliness and wellness are prioritised. This hands-free, water washing method ensures germs and bacteria are removed in an effective and long-lasting way. Smart toilets also combine convenience and accessibility, offering essential support and comfort for individuals with limited mobility. This makes shower toilets increasingly popular in multi-generational households and among those looking to future-proof their homes,” says Ruth Davies, marketing director at VitrA.
• “Homeowners can also personalise their experience, with smart features, remote controls, and app connectivity all enhancing the user experience,” says Martin Carroll, managing director at Duravit UK.

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