United Kingdom Smart Toilet Market Forecast & Trends (2025–2033)

As per Renub Research study United Kingdom smart toilet market is projected to grow from US$ 520 million in 2024 to US$ 1,100.39 million by 2033, registering a compound annual growth rate (CAGR) of 8.73% during 2025–2033. The market is expanding due to increasing consumer preference for advanced bathroom technologies, water-saving features, enhanced hygiene, and integration with smart home systems. This growth reflects changing lifestyles, rising disposable income, and heightened awareness of sanitation and sustainability among UK consumers.

The report provides insights on product type, toilet type, end user, distribution channel, regional trends, and key market players, highlighting opportunities and challenges shaping the market.

1. Market Overview

A smart toilet is a technologically advanced bathroom fixture that integrates motion sensors, touchless flushing, heated seats, bidet functionality, automatic cleaning, deodorizers, and water-saving technologies. These toilets enhance hygiene, comfort, convenience, and energy efficiency, making them increasingly popular in modern residential, commercial, and healthcare facilities.

In the UK, smart toilets are driven by:

Water-saving initiatives aligning with government sustainability objectives

Touchless operations reducing germ transmission in public and healthcare spaces

Luxury and convenience trends in contemporary homes

Integration with smart home automation systems for personalized user experiences

The adoption of smart toilets is rising in luxury apartments, high-end hotels, commercial complexes, and healthcare facilities, reflecting a growing preference for hygienic and energy-efficient bathroom solutions.

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2. Growth Drivers

2.1 Increasing Awareness of Hygiene and Sanitation

Rising focus on cleanliness, germ prevention, and personal hygiene is a significant driver of the UK smart toilet market. Consumers are becoming more aware of the health risks associated with conventional toilets, and touchless, self-cleaning, and bidet-equipped toilets offer superior hygiene.

The COVID-19 pandemic accelerated this trend, encouraging households and businesses to invest in smart toilet systems to minimize contact and reduce infection risks. Government initiatives supporting improved water and sanitation—such as the £50.6 million "Support to Improved Water and Sanitation in Rural Areas" program—have further emphasized the importance of modern hygiene solutions.

2.2 Water and Energy Efficiency Regulations

The UK government actively promotes water and energy conservation, making eco-friendly smart toilets with dual-flush systems, low water consumption, and energy-saving heating features highly attractive.

Smart toilets contribute to sustainable building practices, aligning with regulatory incentives for water-efficient and energy-efficient residential and commercial buildings. Efforts to combat antimicrobial resistance (AMR) have also highlighted the importance of hygienic WASH (Water, Sanitation, and Hygiene) facilities, indirectly boosting demand for smart toilet solutions in healthcare and public sectors.

2.3 Growth in Smart Home Integration

The UK smart home market is growing rapidly, creating opportunities for smart toilets with voice control, app connectivity, and programmable user settings.

High-income households and luxury property developers are particularly interested in integrated smart bathroom technologies, seeking modern, convenient, and connected solutions. Notable innovations include TOTO’s NEOREST NX with auto-flush, heated seats, air cleaning, and self-cleaning features, as well as Roca’s In-Wash® Insignia shower toilet, offering digital customization and hygiene improvements.

3. Market Challenges

3.1 High Initial Cost and Installation Complexity

A major barrier to adoption is the high upfront cost and installation complexity of smart toilets. Unlike conventional toilets, smart models often require electrical wiring, plumbing adjustments, and professional installation, limiting accessibility for price-sensitive consumers and slowing adoption in older homes.

3.2 Limited Consumer Awareness

Despite clear benefits, awareness and familiarity with smart toilet technology remain relatively low in the UK. Many consumers are hesitant to replace traditional toilets due to cultural habits, perception of high costs, and uncertainty about the technology, which slows market penetration.

4. Product Segmentation

4.1 Integrated Smart Toilet

Integrated smart toilets are all-in-one units featuring built-in bidets, automatic flushing, and self-cleaning systems. These models are popular in modern homes and upscale real estate due to their minimalist design, enhanced functionality, and reduced need for separate bidet attachments.

4.2 Smart Toilet Seats

Smart toilet seats offer a cost-effective, DIY-friendly option for upgrading existing toilets. Features include heated seats, bidet functions, touch controls, and air dryers, providing enhanced comfort without replacing the entire unit. This segment is preferred by homeowners seeking partial smart solutions.

5. Toilet Type Segmentation

5.1 Floor-Mount Toilets

Floor-mounted smart toilets are the conventional form factor, widely used in residential and commercial spaces. They are compatible with most existing plumbing and are generally easier to install compared to wall-hung models.

5.2 Wall-Hung Toilets

Wall-hung smart toilets are gaining popularity for modern bathroom designs due to their space-saving, minimalist design, and ease of cleaning. They are preferred in urban areas, luxury apartments, and commercial establishments, often integrated with smart home systems for enhanced convenience.

6. End User Segmentation

6.1 Residential

Residential adoption is driven by high-income families, smart home enthusiasts, and luxury property developers. Features like personalized settings, app control, and water efficiency appeal to consumers looking for modern, hygienic, and energy-conscious bathroom solutions.

6.2 Commercial

Commercial adoption is growing in hotels, office complexes, airports, and shopping centers. Smart toilets enhance customer experience, hygiene, and operational efficiency while reducing maintenance costs. Premium features such as touchless flushing, seat sanitization, and water conservation make them ideal for high-traffic areas.

7. Distribution Channel Analysis

7.1 Store-Based Sales

Brick-and-mortar stores, including bathroom showrooms and specialty home improvement stores, dominate the distribution of smart toilets. Consumers prefer in-store demonstrations, expert guidance, and product comparisons, particularly for premium models.

7.2 Supermarkets/Hypermarkets

Mid-range smart toilet models and seats are increasingly available in hypermarkets and supermarkets. Retail chains provide convenient access, promotional offers, and financing options, helping price-sensitive consumers adopt smart technology.

7.3 Online/E-Commerce

E-commerce platforms are an emerging channel for both integrated toilets and smart seats, offering wider product choices, competitive pricing, and doorstep delivery, particularly attractive for tech-savvy buyers.

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8. Regional Insights

8.1 West UK

Cities like Bristol and Cardiff are witnessing high adoption due to luxury housing projects, high-income residents, and smart infrastructure development. Green urban initiatives also contribute to the adoption of water-efficient smart toilets.

8.2 East UK

Cities such as Cambridge and Norwich show increased smart toilet adoption driven by home automation trends, eco-conscious consumers, and water-saving priorities. A highly educated population and advanced research infrastructure also support early adoption of innovative smart bathroom solutions.

8.3 North and South UK

Adoption is rising in urban and suburban regions, influenced by residential modernization, commercial investments, and growing awareness of hygiene and sustainability. Luxury residential and commercial projects in the south of England, including London, are particularly attractive markets for premium smart toilet models.

9. Key Players Analysis

The UK smart toilet market is highly competitive, dominated by global and regional players focusing on innovation, luxury, connectivity, and energy efficiency. Companies differentiate through product features, design, and integration with smart home ecosystems.

Major Players Include:

Kohler Co. – Innovative smart bathroom solutions with water-saving and hygiene features.

TOTO Ltd. – High-end smart toilets, including NEOREST NX series with auto-flush and self-cleaning.

Xiaomi – Affordable smart toilet seats with IoT connectivity.

Roca Sanitario S.A.U. – Integrated and customizable smart toilet systems.

LIXIL Corporation – Advanced bathroom technology with bidet and hygiene solutions.

Duravit AG – Premium design-focused smart toilets.

Masco Corporation – Comprehensive bathroom product range with smart toilet solutions.

Wellis Inc. – Smart toilet systems for residential and commercial applications.

Villeroy & Boch Group – Luxury integrated toilets with hygiene-focused features.

JOMOO Kitchen & Bath Co. Ltd. – Innovative smart toilet and seat solutions for residential use.

10. Market Outlook (2025–2033)

The UK smart toilet market is expected to experience sustained growth, driven by:

Rising hygiene consciousness and pandemic-driven sanitation awareness

Government emphasis on water and energy efficiency

Growth of smart home integration and automation

Increasing adoption in residential and commercial sectors

Advancements in touchless, self-cleaning, and app-controlled toilet systems

Emerging trends include:

Wall-hung and minimalist design toilets for urban and luxury housing

Smart toilet seats as an affordable upgrade for conventional toilets

Voice control, IoT connectivity, and app-based personalization

Expansion of eco-friendly and water-efficient models

The market is poised to reshape bathroom standards in the UK, combining luxury, hygiene, sustainability, and technology to meet the evolving demands of modern consumers.

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