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 | | IDEAL STANDARD SURVEY REVEALS LIVING LOCATION AND PACE OF LIFE AS KEY INFLUENCERS OF WELLNESS NEEDS | | | Ideal Standard | | 04/04/2007 | | | Final research results provide new insight on desired use of wellness products by city dwellers compared to rural settlers
HULL, United Kingdom – Ideal Standard, a leading provider of innovative, design driven bathroom and kitchen solutions, today released final results of a survey looking at consumer attitudes towards wellness and wellness equipment in the home.
The survey, commissioned by Ideal Standard and carried out by Ipsos, comprised 1,200 men and women from France, Germany, Italy and the United Kingdom in the 20 to 70 age category. Results clearly indicate a rise in the use of wellness equipment in the home, turning the bathroom into the focal point for relaxation and well-being.
Figure 1: Top reasons why people use wellness equipment
Living location and pace of life emerged as determining factors in the use of wellness solutions. City dwellers, with a faster urban lifestyle, expressed their desire to indulge themselves via home wellness product. They felt it was a moment when they could take time out to pamper themselves in order to feel special. In comparison, people living in the countryside were more inclined to use wellness to relieve themselves of aches and pains.
67% of all rural dwellers voted relieving aches and pains as a top-3 benefit compared to an average of 48%. Among men living outside towns and cities, 77% voted this as a top priority compared to 34% of male city dwellers. Similarly female city dwellers in all countries placed more importance on pampering themselves than women living in rural areas or villages. “Pampering” appeared as a top 3 benefit for 49% of female city dwellers versus only 11% of women living in rural areas.
Figure 3: Top reason why people use wellness equipment: Men and women, split by type of urban settlement. Graph representing the number of respondents who had tried wellness equipment before (566 in total).
Overall, half of all respondents have already used some kind of wellness product. Two-thirds of those surveyed believed that more and more people are using wellness equipment at home with the main reasons being that no planning is required (38%), convenience (35%) and more privacy (27.5%). 62% said they believed wellness will become more important to people and that because equipment will become more affordable it would become more common place in the bathroom.
Fitness versus pampering - “Men are from Mars, Women are from Venus”
As expected, men spend less time in the bathroom than women; however they both report that the most important reasons for using wellness equipment are relaxing and de-stressing. Men place more importance on health and fitness benefits whilst women appreciate wellness equipment for pampering and beauty routines.
Men were also more likely than women to invest in wellness for fun, in order to have a luxury, ‘spa’ style bathroom, and to enjoy spending quality time with a partner or the family.
Figure 2: Top reasons people use wellness equipment: Men versus women
Other key findings include:
• The most popular piece of wellness equipment tried is the whirlpool tub (70%), followed very closely by the sauna (69%) and hammam/steam facilities (56%).
• Italian men spend most time in the bathroom compared to German, British or French men. Italians in general are the most enthusiastic users of wellness equipment with over half (58%) of those who ever tried wellness equipment saying that they are regular users, using facilities at least once every two or three months, and nearly a quarter saying that they used it at least once a week.
• 73% of respondents considered a more resourceful and environmentally
• friendly treatment of water a key priority for the future of companies producing wellness equipment. 65% also saw wellness equipment becoming at the same time more high-tech and user-friendly.
Among respondents who are not owners of wellness equipment at present and don’t intend to buy within the next 12 months, nearly half said they would still like to own some wellness products at one point in the future. This means that in total 68% of the respondents owned or were likely to buy wellness equipment in the longer term.
Ideal Standard taps into trend with its home wellness strategy In order to respond to this new trend Ideal Standard has created a range of wellness products that are innovative, effective, easy-to-install, and that integrate seamlessly into either new or exisiting bathrooms. The ultimate goal is to introduce and integrate a stylish and pleasurable addition to homes and life spaces.
Two flagship products include the unique TRIS system and the WWW (World Wide Wellness) bath tub.
TRIS is the world’s first bathroom product to incorporate a range of wellness options into one home bathroom unit. The versatile unit features a sauna, a steam function (hammam) ands well as a variety of different hydrojet showering options. ‘WWW’ builds on Ideal Standard’s experience and leadership in the hydro massage product area by combining both hydro massage and dry massage in the same bath. It uses innovative flat and dry jets to give a complete body massage.
All Ideal Standard wellness products can be installed and adapted for use in standard bathrooms and incorporate design features that make them easy to use and maintain. The wellness range is now becoming available across Europe from Ideal Standard distributors. | |
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