The survey questioned 2,000 adults across the UK about the opinions of different generations on a range of topics, including common USPs, labels, and features promoted on or added to products by manufacturers and brands seen in bathrooms from fixtures and fittings to FMCG items like cosmetics and toiletries.
Elements respondents were polled on varied from water-saving features and plastic-free packaging to options such as products manufactured in Britain.
The survey found that older individuals tended to regard British-manufactured items as more significant from all of the generations polled. However, support for products manufactured in Britain remained significant across all generations with at least a third of being supportive from each generation polled.
56% of the small number of respondents born in the ‘Silent Generation’ between 1928 and 1945 felt that it was important. Almost half (48%) of Baby Boomers, those in the generation born after up to and including 1964, were also strongly in support of it being important.
Of those in younger generations, surprisingly Millennials had the highest level of support at 46%, ahead of 2 in 5 Generation X (41%), with those adults born as part of the Gen Z and post-millennial demographic seeing the lowest importance, yet still sizeable, at just over a third (34%).
When it came to gender, both women and men were similar in valuing the importance with over 2 in 5 of each highlighting the importance, women marginally ahead at 45% compared to just 42% of men.
Untapped Potential Amongst Younger Consumers
While the findings are overwhelmingly positive, a small proportion, fewer than 1 in 8 people (12%), felt backing British-made products was inherently political or ‘woke’ - which is a blanket label often used by individuals to describe things they feel are performative or overly politically correct.
This perception was more pronounced among younger consumers. Gen Z and post-millennials were over twice as likely to see British-made products as political, with almost a quarter (24%) saying so, compared to the next age group of Millennials at 11%. The age group were also three times more likely to think that buying British is political than Baby Boomers (8%), and nearly five times than those in the Silent Generation (5%).
However, with a further one-fifth (20%) of Gen Z’s stating they are not sure of whether it is important or political, the data suggests there is untapped potential for more young people to value the importance of British manufacturing. This drops to around 1 in 7 across all generations polled (14%).
To understand this, as part of the study’s findings, Sanctuary Bathrooms collaborated with Made in Britain, the official trademark of British manufacturing, as well as to offer insight as to why British manufacturing is consistently perceived as being important to consumers.
The collective of British manufacturers highlights the consistently positive sentiment in the data, suggesting it confirms that people would rather support British-made products than imported alternatives.
John Pearce, CEO, Made in Britain said: “The evidence from our 2,200 members as employers in the sector suggests people of all ages are interested in supporting British manufacturing and would choose UK-made over imports when possible. This aligns with these findings that over 2 in 5 people value product origin.
“There is nothing inherently political about choosing UK-made products. Doing so actively supports British jobs, livelihoods and local communities, and I’m sure everyone, young and old, would get behind that. The Made in Britain trademark strengthens this by only being used by manufacturers that meet strict provenance, social value and sustainability criteria, giving consumers added confidence.
“British manufacturing is globally associated with quality, innovation and craftsmanship, with well-known bathroom brands such as Thomas Crapper, Roman, and Triton proudly carrying the Made in Britain mark.”
Sanctuary Bathrooms Director, James Roberts, commented on the survey findings: “The fact that a substantial number of people, across all age groups, support British-made products and value it as important shows that provenance and quality still matter.
“The UK has historically been seen as a market-leading country that manufactures quality products across numerous industries, including bathroom products, where quality, reliability, longevity and value for money are common expectations.
“Products being manufactured in Britain still means something to consumers. Brands that can communicate that clearly - and prove it - have a real opportunity to stand out.”
-ENDS-
NOTES TO EDITORS:
[1] Population figures calculated using Office for National Statistics ‘Estimates of the population for UK, England, Wales, Scotland, and Northern Ireland’ Mid-2024 edition dataset of adults aged 18 and above, multiplied by percentage of respondents for each option
[2] Survey conducted by OnePoll of 2,000 adults aged 18+ nationally representative across the UK between 28th-30th January 2026
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For all media enquiries, further image requests, and comments, please contact Digital Marketing Manager Mark Fullilove at mark@sanctuary-bathrooms.co.uk or on 01132444400, or press@sanctuary-bathrooms.co.uk
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