The stationary toilet market - France (2024)

1.2 A timidly rising global market

The global toilet seat market is experiencing sustained growth, driven by innovative trends and societal changes. In ****, this market was estimated at $*.* billion, and is expected to register a compound annual growth rate (***) of *% over the period ****-****, reaching a projected value of $*.* billion in ****. This expansion is underpinned by growing awareness of hygiene and sanitation, as well as improved disposable incomes for consumers. Consumers are increasingly turning to high-end products, incorporating advanced technologies that meet modern expectations in terms of comfort and aesthetics.

Global market for toilet seats World, ****-****, $ billion Source: ****

Smart toilet seats are at the heart of this innovation dynamic, transforming a traditional product into a multifunctional accessory. Equipped with features such as heated seats, integrated bidets, motion sensors, and even automated cleaning options, these products are enjoying growing success. It is estimated that the smart seating segment will account for a significant share of growth, with a market value reaching around $*.* billion by ****. By comparison, ordinary seats, although affordable, remain popular for their basic functionality, but their market share is gradually declining.

Share of round seats in total toilet seats World, ****, in Source: ****

In terms of shape, round seats currently dominate the market, with an estimated ...

1.3 The toilet market reaches maturity in France

After a promising start to ****, momentum in the sanitaryware business slowed in the second half. Over the year as a whole, sales rose by *.*% in value terms compared to ****, reaching *.* billion euros excluding taxes. However, this growth in value was accompanied by a significant drop in volumes, impacted by inflation estimated at between * and *%.

sales trends in the healthcare sector France, ****-****, in Source: ****

Within the sanitaryware sector, ceramic parts (***) in ****:

Sanitaryware product families France, ****, % of sales Source: ****

The graph shows that ceramic parts, which include fixed toilets, account for **.**% of total sales in the professional sanitaryware sector in France, representing sales of *** million euros. This category dominates the market, reflecting the importance of essential equipment in sanitary installations.

Sales in the ceramic parts sector France, ****, € million Source: ****

Annual growth (***).

Sales trends for sanitaryware families France, ****-****, in Source: ****

1.4 Sanitaryware foreign trade

Foreign trade in ceramic sanitary ware is recorded under the following code:

****: Ceramic sinks, washbasins, washbasin pedestals, bathtubs, bidets, toilet bowls, cisterns, urinals and similar sanitary fixtures.

The graph illustrates the evolution of foreign trade in ceramic sanitaryware in France from **** to ****. It shows a steady decline in coverage, from **.*% in **** to just **.**% in ****. This fall reflects a decrease in exports, which decline from $**.** billion in **** to $**.* billion in ****, while imports remain high, peaking at $***.* billion in **** before dropping slightly to $***.* billion in ****. This growing imbalance underscores our increasing dependence on imports in a context of strong international competitive pressure.

trends in foreign trade in ceramic sanitaryware France, ****-****, in billions of US dollars Source: ****

The chart shows the main destinations for French exports of ceramic sanitaryware in ****.Germany stands out, absorbing **.*% of exports, confirming its position as France's leading trading partner. Other major countries such as the UK (***) demonstrates a growing geographical diversification, which may reflect a search for new markets in a competitive environment.

Main destinations for ceramic sanitaryware exports France, ****, as a percentage of export value Source: ****

The third chart shows the countries of origin of French imports of ceramic sanitaryware in ****. Germany also dominates this segment ...

2.1 Stagnant new home construction slows market momentum

The toilet sector in France is closely linked to trends in residential housing and office construction, since every new build involves the provision of toilets. The chart below highlights the more than **.*% increase in the number of multi-family and single-family housing starts between **** and ****.

However, since ****, housing starts appear to have stagnated or even declined, falling by *.*% in two years. These housing units represent sales opportunities for fixed toilet producers, and the slowdown in the sector could explain the stagnation of the fixed toilet market.

Housing starts France, ****-****, in thousands Source: ****

Although the number of housing starts has been falling since ****, the construction sector remains solid in terms of sales:

Sector and construction sales index France, ****-****, index base *** in **** Source: ****

2.2 Renovation maintenance also determines this market

Trends in the number of real estate transactions in the older homes segment have a direct influence on activity in the energy-efficiency renovation sector, and therefore on the fixed toilet market. This is because, on a fairly regular basis, renovation work is undertaken following these sales.

Between **** and ****, we observed a steady growth in the volume of sales of older homes, posting an average increase of *.**%. However, from **** onwards, various factors such as rising interest rates and the decline in household purchasing power, linked to inflation, caused a steady decline in the sale of older homes: In ****, transaction volume even reached a level similar to that recorded five yearsearlier, in ****.

Trend in sales of older homes France, ****-*****, by units sold **** : (***) Source: ****

Despite this negative indicator, the maintenance-renovation sector is doing well in France: it is particularly on the rise in ****/****:

Housing maintenance-renovation market France, ****-****, billions of euros Source: ****

It should be noted that this sector was one of the few to benefit from the health crisis, as part of the spending was redirected towards home improvements.

As previously mentioned, growth in this sector is mainly due to the impact of inflation and rising prices in the industry, as well ...

2.3 Hotels: a sector in decline today, but with a bright future ahead

Hotels are equipped with sanitary facilities, including fixed toilets, and this sector has to keep them in good condition, hence the fact that hotels determine the market for fixed toilets.

The year **** marked a record for international tourism receipts in France, reaching **.* billion euros, up **% on ****, according to the Banque de France.

International tourism receipts in France France, ****-****, € billion Source: ****

The first half of **** continues this dynamic, with international receipts up *% on the same period in ****. This growth was maintained despite a slowdown in June and July, due to the absence of business tourism and the postponement of leisure travel. The Olympic Games nevertheless made a strong contribution to performance, not only at the venues but also in the seaside areas.

The hotel sector is quite directly linked to the tourism sector, hence the fact that in ****, hotel overnight stays in France rose by *% compared to ****, almost returning to the **** level with a gap limited to -*% (***).

Occupancy rates have risen in all hotel categories, with the exception of the top *-star establishments, which are more dependent on international clientele. At the same time, average prices in French hotels rose across the board, from +*% to +**% depending on the segment. This ...

2.4 Fixed WC ceramics have not escaped the rise in the price of building materials.

The energy crisis in the second half of **** had a major impact on the beginning of ****, leading to a sharp rise in prices for energy-intensive materials such as cement, glass, ceramic products and tiles.

This situation is part of a succession of economic shocks occurring in close proximity: the building materials crisis linked to the rapid recovery of the global economy in summer ****, followed by an initial surge in energy prices inenergy prices in the summer of ****, followed by the major crisis caused by the war in Ukraine in the winter of ****, before a temporary lull between August and December ****.

industrial production price trends for selected building materials France, December ****-January ****, in Source: ****

The overall price trend for building materials is upward (***). In ceramics, the increase is just as notable:

Rising sales prices for ceramics and building materials France, ****-****, in Source: ****

However, inflation in ceramics and building materials will slow down as we approach ****: a good sign for the future of the fixed toilet sector?

2.5 Public toilets in France

This map illustrates the distribution of public toilets by department in France, but the figures actually correspond to those available in the main towns of each department.

Paris stands out with *** units, an order of magnitude higher than the rest of the country. Lyon (***) present high values, although they remain significantly lower than the capital.

A clear trend is emerging, with a concentration of public toilets in large conurbations, where population density and tourist flows require better coverage. Medium-sized towns, such as Nice (***), show moderate levels, reflecting suitable but limited infrastructures compared with metropolises.

On the other hand, some rural or less populated areas, such as the departments of Creuse (***), are poorly equipped, illustrating a marked territorial disparity. This inequality underlines the different priorities in terms of investment, with greater attention paid to major urban centers.

2.6 The French and toilets

A study by Sofinco in **** provides an overview of the purchasing intentions of French households. A total of ** million French households will be making a home purchase in ****:

Number of potential consumer households for the following products France, ****, in millions of households Source: ****

This graph highlights the number of French households likely to consume various products in ****, expressed in millions of households. Home-related categories such as paint and wallpaper (***) dominate in terms of consumption potential. These sectors illustrate the importance of interior design projects for a large proportion of households.

Other products, such as household appliances (***) and, by extension, specific equipment such as fixed toilets, capture a smaller share, reflecting a smaller but very present niche.

This graph suggests that, in the context of sanitary equipment such as fixed toilets, demand exists but remains proportionally modest compared to other segments.

In terms of acceptance rates for different sanitaryware brands, there is considerable heterogeneity:

Acceptance rates for different sanitaryware brands France, ****, as a % Source: ****

This graph shows the acceptance rates of the main sanitaryware brands in France in ****. Villeroy & Boch leads the way with a high acceptance rate of **.*%, closely followed by Grohe at **.*%. These two brands clearly dominate the market, together ...

3.1 Fixed toilet value chain

The stages in the value chain are as follows:

Manufacturing: among manufacturers, we distinguish between producers of ceramic sanitary ware for private homes, who often produce all ceramic sanitary ware for the bathroom (***) or collective toilets for large companies, high-traffic areas, etc. Distribution is divided between retailers and DIY superstores for toilets intended for private use. The latter can either go directly to the store to buy their toilets, or call on a building contractor (***) market their products themselves and take care of installation, due to the complexity of the products.

Individuals, businesses and local authorities are the end customers for these toilets. However, there are also intermediary customers, who buy on behalf of third parties such as construction companies.

3.2 The production of fixed ceramic toilets

As part of our analysis of trends in the sector, we focus on data relating to NAF code ****Z, which covers the manufacture of ceramic sanitary ware, including products such as sinks, baths, bidets and toilet bowls.

Number of companies and employees in the manufacture of ceramic sanitaryware France, ****-****, in number of companies and employees Source: ****

The number of companies in this sector will remain relatively stable between **** and ****, fluctuating between ** and ** companies. After a dip in ****, when only ** companies were counted, the sector recovered slightly until ****, reaching ** companies. However, **** marks a setback, with a drop to ** companies. This relative stability, despite cyclical variations, suggests a sector that is structured but sensitive to economic dynamics, particularly in construction.

Number of employees in the ceramic parts manufacturing sector France, ****-****, in units Source: ****

The number of salaried employees in this sector shows a downward trend over the ****-**** period. In ****, the sector employed *,*** people, but this figure has steadily fallen to a low of *** in ****, before rising slightly to *** in ****. This decline of almost **% in less than ten years reflects the pressure exerted by rising raw material costs and sluggish demand in the construction industry. The marginal upturn in **** could signal ...

3.3 Industrial production of ceramic sanitaryware on the decline

Fluctuations in industrial production of ceramic sanitaryware can be explained by two main factors. Firstly, rising raw material prices in the construction sector, particularly for ceramics, have a direct impact on production costs, making products more expensive and reducing the competitiveness of supply. This phenomenon has been particularly visible since ****, a period marked by tensions in supply chains and widespread inflation in building materials prices.

Secondly, declining demand in the construction sector, which is going through a sluggish phase, is contributing to this drop in production. With limited investment in new building projects and a slowdown in renovations, demand for this type of equipment has weakened. This unfavorable environment is clearly illustrated by the gradual fall in production, from ***.** in **** to **.** in ****. These two factors combined explain the downward trend observed over the last few years, and highlight the sector's dependence on global economic dynamics and fluctuations in raw materials markets.

Average annual industrial ceramics production France, ****-****, index (***) Source: ****

3.4 Distribution of fixed toilets

Classic toilets are sold in France by furnishings and sanitaryware specialists such as Leroy Merlin, Castorama and Lapeyre, with an increase in online sales, and by distributors such as Amazon and Alibaba who do not offer installation services.

In the DIY sector, the most popular chains are Leroy Merlin, Castorama and BricoDépôt, which together hold **% of the DIY market share.

Market share of DIY chains France, ****, in Source: ****

4.1 A range of systems

According to Ooreka, there are three classic toilet models in France: the WC with cistern, the most widespread; the monobloc WC , where the cistern and the bowl are the same; the WC with separate cistern , where the cistern is connected to the bowl by a vertical pipe.

There are also two types of water outlet: horizontal (***). Macerating toilets can also be installed if the water outlet does not allow the installation of a conventional toilet. This type of toilet needs to be connected to electricity to run the motor.

According to Batiweb, new types of toilets are emerging:

Suspended toilets: consisting of a "wall, floor or universal support frame" to support the bowl and flush, which appears to be more hygienic thanks to its easier bowl-cleaning system, more aesthetic and quieter (***). Japanese (***) toilets : toilets with a classic appearance but equipped with an adjustable washing bidet for intimate parts. This type of toilet is ideal for the elderly, as it offers enhanced hygiene. According to Maison À Part, the public price is at least €*,***, and according to Les Echos, the price can go up to €**,***. Flangeless toilets : toilets without a rim inside the bowl (***). This makes for a more hygienic toilet and more ...

4.2 Smart toilets

Smart toilets, inherited from Japanese culture, are rapidly gaining ground in France, revolutionizing the way we think about this essential domestic space. Known as "intelligent toilets" or "washing toilets", they are marking a turning point thanks to their technological innovations and ecological benefits. Popularized in the ****s in Japan, where some **% to **% of households are now equipped with them, these devices are becoming increasingly popular in other parts of the world, notably in Europe and the United States. In France, their appeal is growing, driven by a quest for comfort, hygiene and durability.

Intelligent toilets are distinguished by their many features, designed to enhance user comfort. They incorporate advanced features such as adjustable water jets for optimum intimate hygiene, heated seats, presence sensors for automatic opening and closing, and even hot-air drying systems. These innovations are accompanied by high-tech options such as LEDs for soothing night lighting, integrated deodorizers with odor filtration, and Bluetooth connections for background music. These toilets also feature automatic bowl cleaning, reducing the need for chemical detergents that are often harmful to the environment.

Beyond comfort, theecological aspect of intelligent toilets is one of their main assets. Thanks to their integrated washing system, they eliminate the need ...

4.3 New ARSFT technology for ultra-slick toilets

ARSFT (***) *D printing technology. This process integrates hydrophobic materials and lubricants directly into the porous ceramic structure, offering a durable and revolutionary solution against material deposits. Tests have shown that this non-stick surface retains its slippery properties even after *,*** cycles of use, illustrating exceptional longevity.

The main aim of this innovation is twofold: to improve hygiene while reducing water consumption. At present, conventional toilets consume several liters of water per flush to remove adhering dirt. Thanks to ARSFT, this consumption is reduced by up to **%, a major saving in a global context marked by growing water crises. In ****, when some densely populated cities are seeing their wastewater treatment plants saturated, these toilets could alleviate the pressure on infrastructure while ensuring better resource management.

In terms of practical examples, the researchers tested the material's resistance to particularly sticky substances, such as honey or starch, which are notoriously difficult to clean. These tests confirm theeffectiveness of the system and its suitability for both domestic and industrial uses. This type of innovation is also part of a global ecological approach, joining solutions such as water-saving showerheads or intelligent flushing systems that adjust their flow rate.

Finally, the development of this technology highlights the potential ...

4.4 Urine-diverting toilets

Urine Diverting Dry Toilet (***) present in urine. However, this recovery is governed by strict standards, such as the Nitrates Directive, which caps nitrogen spreading at *** kg/ha/year. For a family of four, this requires a minimum garden area of *,*** m², making this solution sometimes restrictive in urban environments.

Faced with these challenges, a number of alternatives are being developed, including the evacuation of urine to grey water systems or its redirection to a composter, although these approaches stray far from the principles of ecological sanitation. In Sweden, urine-collecting cisterns from separating toilets are directly connected to agricultural collection networks to fertilize the land. These solutions testify to a growing interest in this technology on a larger scale.

A concrete example of this dynamic can be found in Brittany, where theAgence Locale Énergie Climat (***) organized two conferences on dry toilets, including urine-diverting toilets, in Lorient on October **, ****. Led by experts such as Stéphane Le Guen and Sandrine Delemazure, these meetings highlighted their potential for reducing drinking water consumption, which accounts for **% of domestic toilet use. in Hennebont, all public toilets are currently being converted to dry toilets, and Lorient Agglomération plans to install similar equipment at Plaine de la ...

4.5 Vacuum toilets

Vacuum toilets represent a significant advance in the sanitary sector, responding to growing demand for solutions that are both durable, economical and flexible in terms of installation. This system is based on theuse of vacuum as a source of suction energy, enabling effluent to be transported efficiently, even horizontally or uphill, without the need for the usual gradients of traditional gravity systems. Thanks to this technology, each flush uses just *.* liters of water, achieving impressive savings of **% compared with conventional toilets with *-litre flushes. This figure is all the more relevant at a time when responsible management of water resources is becoming a global imperative. Vacuum toilets are also designed to operate with smaller diameter pipes - reduced by **% compared to conventional systems - simplifying and reducing costs. which simplifies and reduces construction costs, particularly in renovation projects where existing structures often limit installation possibilities.

These toilets find their application in a variety of contexts, from heavily-frequented public buildings such as railway stations, stadiums or shopping malls, to hospitals, where hygiene is a crucial criterion. Their closed system limits the spread of bacteria, viruses and odors, providing an optimized sanitary environment. This technology also stands out in historic buildings, where it ...

4.6 Dry toilets

Dry toilets are an ecological and economical solution, fully in line with new trends in the sustainable management of natural resources, particularly drinking water. On average, each person wastes up to **,*** liters of drinking water a year just by flushing the toilet, or around ** liters a day - a precious resource that can be saved by using dry toilets. These devices operate without water or chemicals, using sawdust or wood shavings to cover excreta, preventing fermentation and eliminating odours. This simple but effective system not only considerably reduces water consumption, but also limits pollutant discharges into aquatic ecosystems, by avoiding the use of traditional sewage systems.

Dry toilets also offer an opportunity to recycle organic waste, since the material collected can be composted to produce a natural, free, nutrient-rich fertilizer, ideal for vegetable gardens or yards. This approach contributes to a fully integrated waste management cycle, transforming residues into a useful resource while reducing the methane emissions associated with conventional disposal systems. Dry toilet models available on the market include compact options suitable for small dwellings, such as tiny houses, chalets or motorhomes, and more elaborate systems capable of serving several floors with centralized compost tanks. Some models, equipped with urine ...

5.1 Current regulations

In terms of regulations, there are two main areas of focus:

The obligation for companies to make toilet facilities available to their employees; Standards for disabled toilets

In the first case, the number of toilets installed depends on the maximum number of employees simultaneously present on company premises. According to the Institut national de recherche et de sécurité pour la prévention des accidents du travail et des maladies professionnelles(***), in order to comply with regulations, employers are required to provide toilets for the disabled.to comply with regulations, employers are required to provide separate toilet facilities for male and female employees, with at least :

One toilet and one urinal for every ** men; * toilets for every ** women.

With regard to disabled access standards, if the number of staff means that more than ** toilets have to be installed, one of them will have to be retrofitted.one of them, as well as a nearby washbasin, to allow access and independent use by disabled people in wheelchairs. [***]

For further information, here is a list of the relevant articles of the French Labor Code(***):

Art. R. ****-** et seq. of the Labor Code: general provisions applicable to lavatories. Art. R. ****-** et seq. ...

5.2 Regulations for dry toilets

Dry toilets represent an ecological and economical sanitary solution, avoiding the use of water for waste disposal. Their installation in France is governed byarticle ** of thedecree of September *, ****, which authorizes an exemption from connection tocollective or autonomous sanitation systems, subject to compliance with strict conditions. These conditions include no nuisance to the neighborhood, no liquid discharges from the plot, and no pollution of surface or ground water. Compost bins must be regularly maintained, placed on a watertight surface and protected from the elements, while meeting capacity standards appropriate to their use.

In single-family homes, no planning permission is required for the installation of dry toilets, provided they do not alter the structure of the building. However, some municipalities may impose specific rules, such as composting or ventilation requirements. For outdoor shelters, prior authorization may be required, depending on size and location: for example, a shelter of less than * m² in an unprotected area requires no formalities, whereas a declaration of works is required for a surface area of between * and ** m².

In condominiums, although the installation of dry toilets is not prohibited, it is subject to approval by the general meeting of condominium owners, in accordance with the condominium bylaws. This ...

6.1. Companies specializing in high-end products split between traditional and innovative players

• Villeroy & Boch
• Duravit
• Geberit
• Ideal Standard
• Toto
• Saniclean
• Olfa
• Sanitec
• MPS Toilettes
• Francioli
• Sagelec
• Enygea Groupe (WC LOC, PSV)
• Lovely toilettes
• Laufen (Roca Groupe)
• SFA Sanibroyeur
• Idealclima
• Porcher (Ideal Standard)
• Lécopot
• Griffon