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The UK's No.1 Bathrooms Industry Report
Across the twelve months to May 2026, organic search visibility in UK bathrooms fell 10.00% on average across 245 brands tracked in this index. That single figure flattens movements that pull in opposite directions, so it is worth reading the top of the table before drawing conclusions from the average.
B&Q’s diy.com is still the largest source of organic visibility in the sector, and it also recorded the biggest move in the dataset: a fall of 20.29%, from an estimated 11,125,378 monthly visits to 8,868,484, a drop of 2,256,894 visits. Directly behind it, Wickes went the other way. wickes.co.uk grew 33.25%, from 1,941,146 visits to 2,586,525, an absolute gain of 645,379 — roughly eight times the next-largest gainer in the sector.
Because the number one brand contracted while the number two grew, organic visibility at the top of the table spread out rather than concentrating. diy.com’s share of the combined visibility of the top five brands fell from 78.20% to 70.28%. In a downturn the largest player usually consolidates the category; here it shrank while the number two grew into the space.
| Brand | May 2025 | May 2026 | YoY |
|---|---|---|---|
| diy.com (B&Q) | 11,125,378 | 8,868,484 | -20.29% |
| wickes.co.uk | 1,941,146 | 2,586,525 | +33.25% |
Both of these are whole-domain figures across every category B&Q and Wickes sell, so part of this reflects two national retailers’ overall trading rather than bathrooms alone. Download the report to see where your own organic visibility sits against all 245 brands in the index.
For years the bathroom brands with the most searches and the most reviews tended to hold the most organic visibility. Over the last twelve months that relationship broke. Of the ten largest brands by Brand Reach, only two grew across the year: wickes.co.uk, up 33.25%, and easybathrooms.com, up 23.02%. The other eight were flat or falling.
Victorian Plumbing carries 246,000 branded searches a month, more than any other name in the sector, and its organic visibility still fell 52.67%. Hansgrohe, a premium fittings brand with strong recognition, fell 19.71%. Better Bathrooms fell 51.54%. The strongest demand in the category sat directly alongside the steepest declines.
What weakened for the recognised names is their discovery on non-brand queries — the generic category and product searches such as “freestanding bath” or “close coupled toilet”, where a retailer either ranks its category and product pages or it does not. The demand for the brand names has not gone anywhere; people still search “victorian plumbing” by the quarter-million. The retailers gaining ground are the ones ranking those category and product pages; the household names leaned on recognition, and recognition did not hold the rankings.
| Brand | YoY Visibility | Vs -10% Market |
|---|---|---|
| wickes.co.uk | +33.25% | +43.25 pts |
| easybathrooms.com | +23.02% | +33.02 pts |
| travisperkins.co.uk | -10.05% | -0.05 pts |
| Hansgrohe.co.uk | -19.71% | -9.71 pts |
| diy.com | -20.29% | -10.29 pts |
| betterbathrooms.com | -51.54% | -41.54 pts |
| victorianplumbing.co.uk | -52.67% | -42.67 pts |
Download the report to see the full Brand Reach ranking and how every high-demand bathroom brand moved against the falling market.
Victorian Plumbing and Big Bathroom Shop are both pure-play bathroom e-commerce retailers chasing the same buyers. On every measure of brand strength, Victorian Plumbing dominates. It has roughly 37 times the branded search demand — 246,000 monthly searches against 6,600 — and around 15 times the reviews, with 434,905 against 29,461. It ranks first in the whole sector by review count.
Despite all of that, Victorian Plumbing’s organic visibility fell 52.67% to 161,397, which is 43 points below the -10% market, while Big Bathroom Shop’s rose 73.47% to 188,839, 83 points above it. Big Bathroom Shop has now overtaken Victorian Plumbing on organic visibility, moving to rank 5 against rank 8. A year ago it was less than a third the size — 108,858 visits against 340,968.
The demand for the Victorian Plumbing name has not moved; a quarter of a million people a month still search for it. What slipped is its ranking on the generic category and product searches that never mention the brand at all. There are defensible reasons a business runs for margin and lets that work slide, but the result is unambiguous in the data. Recognition and the largest review file in the sector did not hold non-brand discovery.
| Measure | Victorian Plumbing | Big Bathroom Shop |
|---|---|---|
| Organic visibility, 2026 | 161,397 (rank 8) | 188,839 (rank 5) |
| Organic visibility, 2025 | 340,968 | 108,858 |
| Year-on-year change | -52.67% | +73.47% |
| Vs -10% market | -43 points | +83 points |
| Branded searches / month | 246,000 | 6,600 |
| Reviews | 434,905 (rank 1) | 29,461 |
Download the report to see both brands’ full metrics and where your own brand sits between them.
Read at the domain level, the direction of the year is clear: value retailers and single-category specialists gained ground inside a falling market. A full keyword-cluster and search-volume breakdown was outside this release, so we won’t claim which search terms moved — but the brands that grew are unmistakable.
heatandplumb.com grew 89.76%, plumbingworld.co.uk 61.36% and bigbathroomshop.co.uk 73.47%, all while the sector average fell 10.00%. The specialists were the standouts. easypanels.co.uk, which sells bathroom wall panels, grew 99.03% and added 57,477 visits to climb to rank 12 — the biggest grower in the index. uk.roca.com grew 71.00%, croydex.co.uk 71.31% and bathroomcity.co.uk 38.08%. Growth clustered around price-led propositions and tightly focused product categories, well away from established leaders such as victorianplumbing.co.uk, travisperkins.co.uk and diy.com.
Two cautions before reading too much into the specialists. Their growth came from ranking non-brand category and product pages; their brand names are barely searched. And single-category focus that lifts a brand fast can reverse just as fast — easypanels.co.uk depends on one cluster of demand, so if that category softens or a larger retailer targets it, the same concentration works the other way.
| Brand | YoY Visibility | Vs -10% Market |
|---|---|---|
| easypanels.co.uk | +99.03% | +109.03 pts |
| heatandplumb.com | +89.76% | +99.76 pts |
| bigbathroomshop.co.uk | +73.47% | +83.47 pts |
| croydex.co.uk | +71.31% | +81.31 pts |
| uk.roca.com | +71.00% | +81.00 pts |
| plumbingworld.co.uk | +61.36% | +71.36 pts |
| bathroomcity.co.uk | +38.08% | +48.08 pts |
Download the report to see every grower and faller ranked across the 245 bathroom brands we tracked.
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