The market of the bathroom, picks up the colors in 2016

In 2016, the market of the bathroom grew by 2.6%, to 1.4 billion euros, according to figures provided by the French Association of industries of the bathroom (Afisb). More and more customers buy their products directly on the Internet and are very satisfied with the procedure.
Ceramics, bathtubs, taps, furniture… The different market segments of the bathrooms leave all to the increase in 2016, according to data published by the French Association of industries of the bathroom (Afisb). Only black point : the spa, a fall of 13.2% on the year. The recovery is particularly noticeable on the segment of the furniture (+1.3% to € 274 million), its first increase since 2013.


The Afisb has also made a study to be informative (1) on the evolution of the consumption habits of customers. These have tended increasingly to use the Internet to inform themselves and then to buy it. Thus, before performing any work, customers will, more than 40%, visit of point-of-sale distributors. But while 38.2% are going to find on the Internet. As sources, then come to the catalogues of distributors (26.6%) and the catalogues of manufacturers (25.7 per cent).


Amazon, first site selling bathroom products


When it comes to buying, the vast majority (93%) of the customers do not buy on the Internet. Among the 7% who adopt this approach, 37% come from Amazon, 8% by Leroy Merlin, 7% by Castorama and 6% by Cdiscount.


If these customers are attracted by the shopping on the Internet, it is first because it is less expensive (38.3 per cent), that there is more choice (19,1%), that it is more comfortable to choose from at home (14.9%), and that it is faster (12.8 percent). The operation is, most of the time, a success, as 62% of people which have gone through the Net are very satisfied with their transaction, and 37% satisfied. Even more speaking : 50.8 percent of customers surveyed have nothing to reproach to the purchase of products bathroom on the Internet.


But the brakes on the purchase on the web will remain significant. They consist of the desire to be able to see and touch the product prior to purchase (49.7 per cent), that of being able to enjoy the product immediately (32.8 per cent) and the need for benefit advice (25%).


(1) Study conducted among a representative sample of 1.903 households who have carried out or to perform work in their bathroom. Questionnaire via the Internet in march 2017.

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