Installers and bathroom retailers could be missing a major sales opportunity by overlooking flush performance, according to new research from Geberit.
A survey of more than 2,000 UK consumers has revealed widespread frustration with toilet performance, suggesting a clear disconnect between what customers experience in everyday use and what is prioritised when designing a new bathroom space.
The research found that 85% of consumers have felt frustrated by a toilet that didn’t flush properly, while almost a third (31%) said they have been disappointed by the performance of a WC after installation. These concerns go beyond frustration. One in five (20%) said they have felt embarrassed when a toilet failed to flush properly when others were nearby, while 91% admitted worrying whether a toilet would flush effectively before using it. The findings point to what many are calling ‘flush anxiety’, a widespread but underdiscussed issue that is shaping how consumers experience their bathrooms.
Despite this, the research suggests that performance is rarely a central part of the purchase journey. Only half of buyers could recall being given any information about flush performance when purchasing a toilet, even though 42% say it is more important than look and style, and the same proportion rank it above price.
Sonia de Gioia, Sales Director for Showrooms at Geberit UK, said: “These findings clearly show that flush performance is an issue that needs tackling head-on. The industry has evolved everything in the home except the flush, yet the most important decision in the bathroom is the one people don’t realise they’re making. Those who lead with performance, not just aesthetics, have a real chance to build trust and drive higher-value sales.”
A separate survey by Geberit highlights the importance of acoustic performance in toilet flushing. More than eight in 10 (83%) had been disturbed by a flushing toilet when sleeping and 13% said it had happened in the last month. More than 80% said they had delayed or avoided flushing to save making noise at night.
Geberit says its TurboFlush technology offers a way to bring performance into the conversation. Designed to deliver a more powerful, quieter flush, it directly addresses issues from cleaning effectiveness to night-time noise. Available across all price segments, Geberit TurboFlush uses an asymmetrical inner geometry to guide the flush water in a powerful vortex through the bowl, ensuring complete cleaning. Coupled with the Geberit DuoFix installation frame and concealed cistern, the Geberit WC System exceeds the flush performance required by international standards by up to 10 times. www.geberit.co.uk