Sales of products related to more substantial bathroom remodels have enjoyed double-digit gains in 2022 in the USA with products like bathtubs, whirlpools, vanities, and tub and shower surrounds retaining positive sales performance in both units and dollars, while most other kitchen and bath categories struggled, according to The NPD Group.

“Not only has working from home become normalized, but over the past year escalating economic concerns have also encouraged consumers to save money by doing more at home,” said Joe Derochowski, home industry advisor at NPD. “Consumers are still looking for ways to improve their living spaces and the way they make them feel. They are now looking for their bathrooms to not only be functional, but also a source of tranquillity.”

Sales revenue from vanities with tops grew 27%, while bathtubs and whirlpools grew 22%, and tub and shower surrounds grew 20%.

Those same categories demonstrated positive demand levels, while also experiencing the highest year-over-year increases in average selling prices, found The NPD Group. Indeed, average prices for bathtubs and whirlpools rose 20%, compared to 2021, while tub and shower surround prices increased 18%.

“Even during challenging economic times, the consumer’s willingness to spend on home improvement projects that they are passionate about can have more influence over sales growth than elevated prices,” Derochowski said.

A change in behaviour that will certainly have an impact on the cosmetics and toiletries market.