This report offers a comprehensive insight into consumer attitudes in the UK bathroom textiles market. The report focuses on overall bathroom textiles products and its three sub-categories: Face cloths, Towels, and Bath mats. Consumer data is based on our 2025 UK bathroom textiles survey, using a panel of 2,000 nationally representative consumers.
Key Highlights
- Amazon holds the highest conversion rate in the overall bathroom textiles market followed by ASDA
- 71.4% of respondents cited price as the driver of choice for their bathroom textiles purchases
- 66.4% of bathroom textiles consumers undertook some research before buying
Report Scope
- 74.8% of UK consumers have purchased bathroom textiles products in the last 12 months, with the highest purchasing penetration among 25-34 year-olds. Tesco is the most popular retailer for purchasing bathroom textiles products, followed by Amazon and ASDA.
Reasons to Buy
- Identify the demographic profile of shoppers within each subcategory, allowing you to better target ranges
- Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximise sales potential among target audiences
- Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas
Table of Contents
- Consumer penetration by subcategory
- Drivers of purchase
- Replacement cycle
- Retailer use
- Retailer profiles
- Retailer drivers
- Retailer improvements
- Channel use
- Research prior to purchase
- Category-specific questions
- Methodology and contacts
- Consumer Penetration by Product, 2025
- Purchase Motivations, 2025
- Retailer Conversion Rates, 2025
- Retailer Purchased From by Subcategory, 2025
- Retailer Usage by Demographic, 2025
- Drivers of Retailer Choice by Retailer, 2025
- Retailer Improvement Opportunities by Retailer, 2025
- Consumer Penetration, 2025
- Consumer Penetration by Subcategory, 2025
- Purchase Motivations, 2025
- Replacement Cycle, 2025
- Retailers Visited & Purchased from, 2025
- Retailer Profile - Tesco, 2025
- Retailer Profile - Amazon, 2025
- Retailer Profile - ASDA, 2025
- Retailer Profile - B&M, 2025
- Retailer Profile - Dunelm, 2025
- Drivers of Retailer Choice, 2025
- Retailer Improvement Opportunities, 2025
- Shopper Research Process, 2025
- Interaction With Staff Instore, 2025
- Channel Usage when Researching, 2025
- Channel Usage when Purchasing, 2025
- Online Fulfilment Methods, 2025
- Shopper Views on Online Shopping for Bathroom Textiles, 2025
- Satisfaction With Online Shopping for Bathroom Textiles, 2025
- Views Prior to Purchase, 2025
- Factors of Importance When Purchasing Bathroom Textiles, 2025
- Opinions on Bathroom Textiles, 2025
- Types of Bathroom Towel Purchased, 2025
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Amazon
- ASDA
- B&M
- Dunelm
- Home Bargains
- IKEA
- Marks & Spencer
- Primark
- Sainsbury's
- Tesco
