Geberit urges retailers to ‘focus on the flush’

Bathroom retailers could be missing sales opportunities by overlooking flush performance according to new research from Bathroom and plumbing product manufacturer Geberit.

A survey of more than 2,000 UK consumers conducted in March 2026 found that 85% of consumers have felt frustrated by a toilet that didn’t flush properly, while almost a third (31%) say they have been disappointed by the performance of a WC after installation.

Despite this, the research suggests that performance is rarely a central part of the purchase journey. Only half of buyers could recall being given any information about flush performance when purchasing a toilet, even though 42% say it is more important than look and style, and the same proportion rank it above price.

Sonia de Gioia, sales director for showrooms at Geberit UK, said: “These findings highlight the opportunities bathroom retailers should be capitalising on as they clearly show that flush performance is an issue that needs tackling head-on. The industry has evolved everything in the home except the flush, yet the most important decision in the bathroom is the one people don’t realise they’re making.

Those who lead with performance, not just aesthetics, have a real chance to differentiate, build trust and ultimately drive higher-value sales.”