OVER 84,000 Cardiffians have turned their backs on the humble bathtub in favour of showers, with those in the prime homebuying ages – younger millennials and early Gen Zs – leading the charge.
Once a staple, often aspirational feature in British bathrooms, research conducted by leading bathroom retailer Sanctuary Bathrooms found that 27% of Cardiff residents admit that they have switched from having baths, preferring to shower instead.
This is compared to just 1 in 20 (5%) who have switched allegiance the other way from showers to baths, and with almost two thirds (65%) also saying they prefer showers over the bath generally compared to just 24% the other way – a huge 40 percentage point gap.
Reasons across the UK as to why showering came out on top were convenience (49%), feeling cleaner (46%), saving water (27%) and easier for washing, doing hair, and beauty (26%). A quarter also believed they were more cost-effective and helped them be ready for the day ahead (both 25%).
It is millennials and early Gen Z’s – the age group likely to be in prime first home buying stages – leading this change. Over a third (35%) had switched – higher than any other generation or age group, while 69% also preferred showers more than baths.
However, there is hope yet for the bathtub with later Gen Z’s currently aged 18-24 having the highest percentage preferring the tub over a shower (37%), and just a 12-point percentage gap between the two (49% prefer showering).
When it came to house-buying, both walk-in showers and wetrooms came out higher on the proportion of Cardiff residents willing to pay extra on house prices for these features. Walk-in showers ranked 2nd in the list of features with 51% saying they would pay more, whilst wetrooms were 6th at 36%. In terms of amounts they were willing to pay, wetrooms were £459, whilst walk-in showers were over double that at £1,020 on average.
By comparison, freestanding baths had just 25% willing to pay more for this as a feature, on average at £545, while standard, fitted or shower baths were £292, and a coloured or painted bath was something they were willing to pay less for on average at £151 lower
Experts commenting on bathroom trends for 2026 believe that the drive for bigger spaces, a focus on wellness, and changing expectations are reasons behind the change in demand for showering.
Jorge Hernandez, Group Head of Design from Bathroom Brands, which includes industry heavyweights such as Crosswater, says that wetrooms and walk-in showers “are quickly shifting from being seen as aspirational features to becoming expected elements in mid-market bathroom design”.
Bathroom brand Tissino advises that the demand for large shower trays has surged, with Head of Marketing, Helen Ray-Dennett, adding: “Trays measuring 1.8m+ have been more popular than ever as people opt for showers over baths, and more generous showering areas”.
And Marketing Director of showering brand Merlyn, Eileen Slattery, states “Spaces dedicated to comfort, wellness and relaxation” are “over and above” what they anticipated, and that “within these enlarged spaces, walk-in showers and versatile wetrooms have grown in popularity”.
More details on the bath versus shower debate study can be found on Sanctuary Bathrooms’ ‘Baths vs Showers: Which Do People Prefer in the UK’ page.
Commenting on the findings, James Roberts, Director of Sanctuary Bathrooms, stated: “Cardiffians – and Brits in general – are seeing that showering spaces in bathrooms can offer indulgence as well as practicality and convenience, with those juggling the busiest times of work and family leading what is seen as a break-up between them and the humble bathtub.
“Showering spaces are now evolving to offer luxurious features, including different spray patterns, lighting, and storage, whilst also being aesthetically stunning. Removing a tub can free up space and create a more open feel. But the bathtub is not dead and never will be – they still have their place for sanctuary and relaxation.”
