UK Smart Toilet Market Size and Forecast 2025

The Rise of Smart Sanitation in the United Kingdom

The UK smart toilet market is set to reach US$ 1,100.39 million by 2033, rising from US$ 520 million in 2024, according to Renub Research. With a compound annual growth rate (CAGR) of 8.73% (2025–2033), this emerging market reflects a national shift toward smarter homes, water-saving solutions, and advanced hygiene standards.

Smart toilets—once seen as futuristic luxuries—are becoming mainstream fixtures in British households, high-end hotels, and commercial properties. This shift is being driven by the convergence of digital convenience, eco-conscious design, and heightened hygiene awareness, especially after the COVID-19 pandemic.

UK Smart Toilet Market Overview

A smart toilet is a technologically enhanced bathroom fixture that merges hygiene, comfort, and innovation. Features such as automatic flushing, heated seats, self-cleaning systems, bidet functions, deodorizers, and energy-saving components make them far superior to conventional models. Many now include motion sensors, touchless operation, and app-based customization, perfectly aligning with Britain’s growing appetite for smart home technologies.

These toilets are not only about luxury—they embody sustainability and wellness. Their water-saving dual-flush systems and energy-efficient components align with the UK’s environmental goals, while touch-free functions reduce germ transmission, making them ideal for both homes and healthcare settings.

Growth Drivers for the UK Smart Toilet Market

1. Hygiene and Sanitation Awareness

The increasing emphasis on hygiene and sanitation remains a top growth driver. The pandemic underscored the importance of minimizing contact with contaminated surfaces, pushing households and institutions toward touchless, self-cleaning toilet systems.

Government initiatives, such as the UK’s £50.6 million “Support to Improved Water and Sanitation in Rural Areas” (2012–2021), have also reinforced public awareness. The program provided hygiene kits, handwashing stations, and clean water access across thousands of homes, creating a stronger baseline understanding of sanitation technology and its health benefits.

2. Water and Energy Efficiency Regulations

The UK government’s sustainability mandates and energy-efficiency regulations are another crucial market catalyst. Eco-friendly smart toilets, which use dual-flush systems and reduced water volumes, fit perfectly within national water-saving frameworks.

Ongoing parliamentary discussions have connected antimicrobial resistance (AMR) to poor water, sanitation, and hygiene (WASH) conditions. The All-Party Parliamentary Group’s 2023 report and the 2024 “Manifesto for Water” emphasized the need for sustainable hygiene technologies—encouraging both policy and consumer-level adoption of water-efficient bathroom solutions.

3. Smart Home Integration and Consumer Tech Trends

As British households increasingly adopt smart home ecosystems, integration with connected bathroom systems is growing rapidly. Smart toilets now feature voice control, app connectivity, and personalized user profiles, adding convenience and prestige to modern homes.

Luxury property developers are especially driving this trend. Innovations like Roca’s In-Wash® Insignia (April 2023)—which combines digital control, comfort, and hygiene—highlight the sector’s shift from functionality to lifestyle experience.

Challenges in the UK Smart Toilet Market

High Initial Cost and Installation Complexity

Despite growing popularity, high installation and equipment costs remain a hurdle. Smart toilets require specialized plumbing and electrical connections, often deterring budget-conscious consumers. Retrofitting older UK homes can be particularly challenging, adding to installation complexity and costs.

Limited Consumer Awareness and Cultural Barriers

Smart toilets are still less understood compared to other smart home devices. Many consumers remain unfamiliar with their benefits or assume they are impractical luxuries. Moreover, traditional bathroom habits and cultural perceptions slow the adoption rate, particularly among older demographics.

Product Insights

Integrated Smart Toilet Market

Integrated smart toilets combine toilet bowls and bidet systems into a single, all-in-one unit, featuring automatic flush, self-cleaning, and deodorizing capabilities. They are increasingly favored in luxury residences and upscale real estate projects that emphasize modern, minimalist bathroom designs.

As British homeowners embrace design efficiency, integrated units are fast becoming the centerpiece of high-end bathrooms—offering both aesthetic appeal and advanced performance.

Smart Toilet Seats Market

For more cost-conscious buyers, smart toilet seats provide an accessible entry point. They feature heated seats, bidet functions, and remote control options and can be installed onto existing toilets—making them DIY-friendly and budget-efficient.

In October 2024, TOTO introduced the NEOREST NX, a premium smart toilet featuring auto-flush, heated seating, air purification, and eWater+ self-cleaning technology. Such innovations blur the line between luxury and necessity, showing how even partial smart upgrades can redefine daily hygiene.

Toilet Type Insights

Wall-Hung Smart Toilets

The wall-hung category is rapidly expanding across urban UK centers, thanks to its space-saving, minimalist design. Mounted units enable easy cleaning and create a sleek, floating appearance ideal for smaller apartments and contemporary interiors. Integration with smart systems adds further appeal, especially in commercial and high-income residential settings.

Floor-Mount Smart Toilets

Traditional floor-mounted units still dominate due to easier installation and compatibility with existing plumbing systems. However, as design trends evolve, their share is slowly giving way to the sleeker wall-hung alternatives in new developments.

End User Insights

Residential Segment

Residential consumers form the largest segment of the UK smart toilet market. Growing health awareness, the trend of bathroom personalization, and the rise of eco-conscious homeowners are driving installations in private homes and luxury apartments. Smart toilets are now seen as long-term value additions, offering both hygiene and sustainability.

Commercial Segment

In the commercial sector, smart toilets are becoming standard in hotels, airports, offices, and shopping complexes. Features like touchless flushing, seat sanitization, and automatic water management ensure cleanliness, reduce maintenance costs, and enhance visitor satisfaction.

For instance, Geberit’s AquaClean Mera (launched in 2021)—with its WhirlSpray shower technology and odor removal system—illustrates how smart toilets are redefining public and corporate restrooms.

Distribution Channel Insights

Store-Based Sales

Physical showrooms and home improvement stores remain the primary retail channel, allowing customers to compare models and receive expert advice before purchasing. Brands often showcase premium smart toilet lines in these outlets to demonstrate advanced features firsthand.

Supermarkets and Hypermarkets

Supermarkets and hypermarkets now stock mid-range smart toilet seats and accessories, making the products more accessible. With installment schemes and in-store promotions, large retail chains help bridge the affordability gap for mainstream consumers.

Online/E-Commerce Platforms

Online retail is gaining traction, offering competitive pricing and convenient doorstep delivery. The ability to read customer reviews and watch installation tutorials makes e-commerce a strong growth driver, especially among younger homeowners.

Regional Insights

West UK Market

The western region, including Bristol and Cardiff, shows strong adoption fueled by high-income households, luxury housing projects, and eco-friendly infrastructure investments. Smart sanitation technology is increasingly seen as part of the region’s broader sustainable urban living initiatives.

East UK Market

In the east, cities like Cambridge and Norwich are experiencing rising demand for smart toilets due to tech-savvy consumers, environmental awareness, and a preference for energy-efficient housing. The presence of research institutions and a younger demographic further strengthens the region’s position as an early adopter of innovative home technologies.

Key Market Segments Covered (2025–2033)

By Product:

Integrated Smart Toilet

Smart Toilet Seats

By Toilet Type:

Floor-Mount

Wall Hung

By End User:

Residential

Commercial

By Distribution Channel:

Store-Based Sales

Supermarkets/Hypermarkets

Specialty Stores/Showrooms

Online/E-Commerce

Others

By Region:

East

West

North

South

Leading Companies in the UK Smart Toilet Market

Company Overview

Kohler Co. Leading in luxury bathroom innovations with integrated voice and app-controlled smart toilets.

TOTO Ltd. Renowned for cutting-edge hygiene features like eWater+ and auto-cleaning systems.

Xiaomi Offers affordable, IoT-enabled smart toilet seats targeting tech-savvy households.

Roca Sanitario S.A.U. Focuses on digitalized comfort with the In-Wash® and In-Tank® series.

LIXIL Corporation Known for energy-efficient models under its GROHE and American Standard brands.

Duravit AG Blends design and technology, appealing to premium bathroom markets.

Masco Corporation Expanding through innovative plumbing products for sustainable buildings.

Wellis Inc. Specializes in wellness-inspired bathroom systems and spa-grade toilets.

Villeroy & Boch Group Combines European craftsmanship with modern bidet technology.

JOMOO Kitchen & Bath Co., Ltd. Focuses on affordability and high-tech performance for broad consumer appeal.

Final Thoughts: Britain’s Smart Bathroom Revolution Has Begun

The UK smart toilet market sits at the crossroads of innovation, sustainability, and wellness. While challenges like cost and awareness remain, the momentum toward digitally connected, hygienic, and eco-friendly bathroom systems is unmistakable. As consumers increasingly prioritize clean living, water efficiency, and smart home integration, the humble toilet is being redefined—not as a basic utility, but as an intelligent comfort essential for modern living.