Showering is no longer viewed as purely functional. New consumer insights reveal a shift towards experience-led routines, with 64% of users associating showering with relaxation, followed by wellness (41%) and me-time (40%). This evolution is reshaping bathroom design, placing greater emphasis on comfort, control and sensory quality.
GROHE is responding to this demand with solutions designed to enhance everyday wellbeing through performance-driven innovation. Its approach centres on creating a shower experience that delivers lasting impact, whether users are looking to recharge at the start of the day or unwind in the evening.
A key example is the GROHE Rainshower 130 SmartActive hand shower, which features the brand’s ActiveMassage spray. Developed to offer an invigorating and restorative experience, the spray was recently evaluated in a four-week independent user test conducted by a leading German institute. The results highlight strong user satisfaction, with 92% agreeing the spray feels pleasant on the skin, 87% saying it provides an energising start to the day and 79% confirming it enhances the overall shower experience.
The research also underscores the growing importance of functionality. Precise water control ranks as the most desired feature among users, alongside water-saving capabilities and the flexibility to switch between hand and head showers. Spray variety is equally significant, enabling users to tailor their shower to suit different moods and needs.
The GROHE Grohtherm SmartControl concealed system integrates these features, allowing intuitive control of water flow and spray selection at the push of a button. Combined with the Rainshower 130 SmartActive, it delivers a highly personalised showering experience designed around modern wellness expectations.
As bathrooms continue to evolve into spaces of relaxation and retreat, solutions that combine performance, flexibility and sensory engagement are becoming essential.