Retailers urged to 'Focus on the flush' as Consumer performance concerns grow
New research from Geberit reveals widespread frustration with toilet performance, highlighting a major opportunity for bathroom retailers to lead with functionality as well as style.
Bathroom retailers could be overlooking a significant sales opportunity by failing to discuss flush performance with customers, according to new consumer research commissioned by Geberit. The study of more than 2,000 UK adults found that toilet performance remains a major source of frustration for consumers, despite often being overlooked during the bathroom buying process.
According to the findings, 85% of respondents have experienced a toilet that failed to flush properly, while almost one-third (31%) said they had been disappointed by the performance of a WC after installation. The research also highlights the emotional impact of poor performance. One in five consumers (20%) admitted feeling embarrassed when a toilet failed to flush properly in the presence of others, while 91% said they had worried about whether a toilet would flush effectively before using it.
These findings point to a widespread but often unspoken issue that Geberit has dubbed “flush anxiety“, suggesting consumers place far greater importance on performance than retailers may realise.
In fact, flush performance ranks highly among purchasing priorities. More than four in ten consumers (42%) said a toilet's flushing capability is more important than its appearance, while the same proportion rated performance above price. Yet only half of buyers could recall receiving information about flush performance when purchasing a toilet.
Sonia de Gioia, Sales Director for Showrooms at Geberit UK, believes the findings demonstrate a clear opportunity for retailers to differentiate themselves. “These findings highlight an area that bathroom retailers should be capitalising on. Consumers are telling us that flush performance matters, yet it is often absent from the sales conversation.
“The industry has evolved many aspects of bathroom design, but one of the most important decisions consumers make remains largely overlooked. Retailers that prioritise performance alongside aesthetics have an opportunity to build trust, stand out from the competition and drive higher-value sales.“
Beyond cleaning effectiveness, noise is also emerging as an important consideration for homeowners. Separate research commissioned by Geberit found that 83% of consumers have been disturbed by the sound of a toilet flushing while trying to sleep. More than one in ten (13%) said this had happened within the past month.
Respondents ranked flushing toilets as a greater source of disturbance than dripping taps, footsteps from an upstairs room and even bathroom doors opening and closing. As a result, 82% admitted changing their behaviour at night, including delaying or avoiding flushing altogether to prevent disturbing others in the home.
Sonia added: “Consumers are increasingly looking for solutions that deliver both performance and comfort. With technologies that address cleaning efficiency and reduce noise levels, retailers have an opportunity to demonstrate genuine innovation and value to their customers.“
Geberit believes flush performance should form a key part of the bathroom sales conversation and points to its TurboFlush technology as an example of how retailers can address consumer concerns.
Designed to provide a more powerful, controlled and quieter flush, TurboFlush technology uses an asymmetrical inner bowl geometry to create a vortex effect that delivers thorough cleaning performance while reducing noise.
Available across a range of WC models and price points, the technology can be combined with the Geberit DuoFix installation frame and concealed cistern as part of the complete Geberit WC System. According to Geberit, the system exceeds international flush performance requirements by up to ten times.
Find out more about Geberit TurboFlush technology here
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