United Kingdom Smart Toilet Market, By Product Type (Floor-Mount, Wall-Hung), By Application (Residential, Commercial), By Distribution Channel (Online, Offline), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

United Kingdom Smart Toilet Market was valued at USD 538.08 million in 2024 and is anticipated to grow USD 908.02 million by 2030 with a CAGR of 9.17% during forecast period. The United Kingdom smart toilet market is experiencing steady growth, driven by increasing consumer awareness of hygiene, water conservation, and advanced bathroom technology. The rising adoption of smart home solutions and a preference for touchless, self-cleaning, and water-efficient toilets are fueling demand. The aging population is also contributing to market expansion, as smart toilets offer enhanced accessibility and comfort. Premium bathroom renovations and luxury housing projects further support market growth. The report highlights a rapid rise in smart home technology adoption in America, with smart households growing from 6.9% in 2015 to 22.3% in 2023, driven primarily by the smart entertainment industry. This surge is boosting demand for smart home solutions, including smart toilets.

Key Market Drivers

Rising Consumer Focus on Hygiene and Health

One of the most significant factors driving the UK smart toilet market is the increasing emphasis on hygiene and personal health. With heightened awareness following the COVID-19 pandemic, consumers are more conscious of maintaining cleanliness and minimizing contact with germs in high-touch areas, including bathrooms. Smart toilets incorporate touchless features such as automatic flushing, self-cleaning nozzles, UV sterilization, and deodorization functions, making them an attractive choice for health-conscious consumers.

Additionally, advanced models offer bidet functions with customizable water temperature, pressure control, and air drying, providing a more hygienic alternative to traditional toilet paper. The integration of antibacterial materials in toilet surfaces further enhances hygiene, reducing the risk of bacterial growth and infections. As consumers continue prioritizing wellness and sanitation, demand for smart toilets in the UK is expected to rise.

Growing Smart Home Adoption and IoT Integration

The expansion of smart home ecosystems in the UK has significantly contributed to the increasing demand for smart toilets. As more consumers invest in home automation, smart toilets are being integrated into smart bathrooms equipped with IoT (Internet of Things) capabilities. According to the report, smart home device penetration in India reached 8-10% by 2023. This growth is driving increased demand for smart home solutions, including smart toilets.

Modern smart toilets come with app-controlled functions, voice activation, and remote monitoring, allowing users to personalize their toilet experience. Some high-end models even feature AI-powered analytics to track hydration levels and health indicators through urine analysis. These innovations align with the broader trend of connected living, where appliances and home fixtures are designed to interact seamlessly within an intelligent ecosystem.

Sustainability and Water Efficiency Concerns

Environmental sustainability is a major factor influencing the growth of the smart toilet market in the UK. The government and environmental organizations are promoting water conservation and sustainable living practices, encouraging consumers to adopt eco-friendly household solutions.

Smart toilets are designed with advanced water-saving features such as dual-flush technology, low-flow flush systems, and sensor-based water regulation. Compared to traditional toilets, which use significant amounts of water per flush, smart toilets optimize water usage without compromising performance. Some models also offer greywater recycling, where wastewater from sinks is reused for flushing, further reducing water wastage.

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Key Market Challenges

High Cost and Affordability Barriers

One of the most significant challenges in the UK smart toilet market is the high cost of these advanced bathroom fixtures. Smart toilets are considerably more expensive than traditional models, with prices ranging from £1,000 to over £5,000 for premium versions. The integration of advanced features such as bidet functions, self-cleaning systems, automatic flushing, heated seats, and IoT connectivity significantly increases manufacturing and retail costs.

For many UK households, these costs make smart toilets a luxury rather than a necessity, limiting their adoption to high-income consumers and luxury property developments. Additionally, the cost of installation and potential plumbing modifications add to the overall expense, further discouraging budget-conscious homeowners.

Installation and Maintenance Complexity

Another major challenge in the UK smart toilet market is the complexity of installation and maintenance. Unlike traditional toilets, which have straightforward plumbing requirements, smart toilets often require electrical connections, additional water supply lines, and, in some cases, internet connectivity for IoT-enabled features.

The need for professional installation adds extra costs and logistical challenges, making the transition to smart toilets less convenient for consumers. Homeowners living in older buildings may also face compatibility issues with their existing plumbing systems, requiring modifications that further increase expenses.

Key Market Trends

Rising Demand for Eco-Friendly and Water-Saving Smart Toilets

Sustainability is becoming a critical factor in consumer purchasing decisions, driving the demand for eco-friendly and water-efficient smart toilets in the UK. With growing awareness of environmental conservation and increasing water costs, homeowners are actively seeking bathroom solutions that reduce water wastage without compromising performance. As a result, smart toilets with advanced water-saving technologies are gaining traction in the market.

One of the key innovations in smart toilets is the dual-flush system, which allows users to select between a low-volume flush for liquid waste and a full-volume flush for solid waste. This system significantly reduces water consumption by offering an efficient alternative to traditional single-flush toilets. Another important feature is sensor-based flushing, which detects user activity and automatically adjusts the amount of water required, ensuring that only the necessary amount is used, thus preventing unnecessary flushing.

Increasing Popularity of Luxury and Wellness-Focused Bathroom Designs

The growing trend toward luxury and wellness-focused bathroom renovations is significantly shaping the UK smart toilet market. As homeowners increasingly invest in high-end home improvements, smart toilets are becoming a key feature in modern, spa-like bathroom designs. These advanced fixtures offer not only functionality but also an enhanced sense of comfort and relaxation, aligning with the rising demand for premium living experiences.

Luxury smart toilets come equipped with a variety of sophisticated features that elevate the user experience. Heated seats with temperature control provide warmth and comfort, particularly beneficial in colder months. Ambient LED lighting adds a soothing atmosphere, enhancing the aesthetic appeal of the bathroom. To improve hygiene and air quality, many models include built-in deodorizers and air purification systems, ensuring a fresh and pleasant environment. Some high-end smart toilets even integrate aromatherapy-infused flushing systems, offering a multisensory relaxation experience.

Expansion of Smart Toilets in Commercial and Hospitality Sectors

While smart toilets have primarily gained traction in residential settings, their adoption is expanding in commercial and hospitality environments across the UK. Businesses, hotels, and public facilities are integrating smart toilet systems to enhance hygiene, reduce maintenance costs, and improve user experience.

High-end hotels and luxury resorts are incorporating smart toilets into their bathroom designs to offer guests a premium experience. Features such as self-cleaning bidets, automatic flushing, and touchless controls align with the hospitality industry’s emphasis on comfort and hygiene.

Segmental Insights

Application Insights

The residential segment dominated the United Kingdom smart toilet market, driven by increasing consumer demand for luxury, hygiene, and water-efficient bathroom solutions. Homeowners are investing in smart toilets to enhance convenience, comfort, and sustainability, particularly in modern and high-end renovations. Features such as automated flushing, bidet functions, and self-cleaning technology appeal to households prioritizing hygiene and smart home integration. Additionally, rising awareness of eco-friendly solutions and water conservation further boosts residential adoption. While commercial adoption is growing, the residential sector remains the primary driver of market demand, supported by evolving lifestyle preferences and premium home improvement trends.

Distribution Channel Insights

The offline segment dominated the United Kingdom smart toilet market due to consumer preference for in-store purchases, where they can experience product demonstrations, receive expert guidance, and ensure compatibility with their bathroom setups. High-end home improvement retailers, specialty bathroom showrooms, and large hardware stores drive sales, as customers prioritize hands-on evaluation before investing in premium smart toilet technology. Additionally, professional installation services offered by offline retailers enhance customer confidence. While online sales are growing, the offline segment remains dominant due to personalized customer support, after-sales service, and trust in established brick-and-mortar stores for high-value purchases like smart toilets.

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Regional Insights

England dominated the United Kingdom smart toilet market due to its high population density, urbanization, and strong demand for luxury home improvements. Cities like London, Manchester, and Birmingham drive market growth, with increasing adoption of smart home technologies and premium bathroom solutions. Higher disposable incomes, advanced infrastructure, and a focus on eco-friendly innovations further support demand. Additionally, the presence of major retailers, home improvement stores, and real estate developments boosts sales in England. While other UK regions are witnessing growth, England remains the leading market for smart toilets, driven by consumer awareness, technological advancements, and rising sustainability concerns.

Recent Developments

• In Oct 2024, TOTO has launched an upgraded version of its NEOREST NX smart toilet, featuring enhanced hygiene, comfort, and sustainability. The new model includes advanced cleaning technologies, improved water efficiency, and a sleek design, reinforcing TOTO’s commitment to innovation in luxury bathroom solutions.

• In Feb 2024, Kohler unveiled its Numi 2.0 smart toilet at India Design Week 2024, featuring advanced technology, personalized settings, and enhanced water efficiency. The luxury toilet integrates voice control, ambient lighting, and self-cleaning features, redefining smart bathroom experiences with innovation and sustainability.

• In January 2024, Kohler launched the PureWash E930 bidet toilet seat, featuring advanced technology. This innovative seat can be attached to most toilets, converting them into smart toilets with voice control compatibility via Alexa or Google Assistant.

Key Market Players

• Roca Limited
• Washloo
• Y&A Supplies Ltd (EVOLVE)
• Kohler Co.
• Toto Ltd.
• LIXIL Corporation
• Masco Corporation
• Wellis Hungary Ltd.
• Duravit AG
• Villeroy & Boch AG

Report Scope:

In this report, the United Kingdom Smart Toilet Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• United Kingdom Smart Toilet Market, By Product Type:

o   Floor-Mount

o   Wall-Hung

• United Kingdom Smart Toilet Market, By Application:

o   Residential

o   Commercial

• United Kingdom Smart Toilet Market, By Distribution Channel:

o   Online

o   Offline

• United Kingdom Smart Toilet Market, By Region:

o   England

o   Scotland

o   Wales

o   Northern Ireland

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United Kingdom Smart Toilet Market.

Available Customizations:

United Kingdom Smart Toilet Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).