Jacuzzi Luxury Bath Dives In To Understand Avid Bathers in Quantitative Study
CHINO HILLS, CA – (July 26, 2017) — As an industry leader with the world’s most recognized name in whirlpool bathing, Jacuzzi has set out to understand the frequent bather, the BATHLETE™ bather, who takes baths at least weekly. Jacuzzi Luxury Bath commissioned a quantitative study from a market research company to understand the attitudes, habits, and lifestyles of frequent bathers in the US.*
“With an ongoing commitment to continue pioneering product development and stay ahead of market trends, we felt it was important to really understand the needs and wants of our core customer,” says Kristina Spindler, Director of Marketing of Jacuzzi Luxury Bath. “This study has given us a lot of insights to what is important to frequent bathers, or as we say, BATHLETE™ bathers.”
According to the 3rd party study, more than a third (38%) of the U.S. population are avid bathers, taking baths at least weekly, with an average of 3.3 baths per week. Weekend evenings and Monday mornings are peak bath moments. Contrary to the popular belief of baths being used by females to relax, 50 percent of avid bathers are actually men. Frequent bathers also trend younger (48% of age 25-44 bathe regularly). Baths provide an escape; frequent bathers choose baths over showers for the calm, relaxation, and reflection they provide. Bathing is an important part of the frequent bathers’ lifestyles; they need it to re-center and de-stress from their everyday lives.
“Bathroom remodeling trends have in the past few years favored large showers in lieu of bathtubs, but this study indicates that the trend excludes a large portion of homebuyers who bathe regularly and find a bathtub a must-have in a home,” says Joseph Davis, President of Jacuzzi Luxury Bath. “Large comfortable tubs, preferably with jets, are in high demand among frequent bathers. The resale value of a house can be strongly affected by a bathroom upgrade, but the lack of a bathtub can be a big deterrent for the almost 40% of buyers who are avid bathers,” he continues.
Frequent bathers bathe in order to unwind and take care of themselves, mentally and physically. Women are more likely to speak to the relaxing aspects of baths; men, on the other hand, more often cite mental acuteness as a key benefit.
While the majority of bathers point to the calming, relaxing effects of a bath, one portion, especially among younger bathers (age 18-44), bathes to feel more alert. Key physical benefits derived from bathing center on body recovery either due to soreness or fatigue. Of those who use baths to recover after fitness activities, 43 percent are runners or joggers, 34 percent attend exercise classes and 33 percent are weight lifters, followed by basketball players, bikers, and swimmers.
Although frequent bathers bathe an average of 3.3 times a week for an average of 28 minutes, two in three wish they could bathe more often, especially if they had a bigger, more comfortable bathtub with jets. Jets are in high demand; four in five bathers who don’t have jets wish they had them for their therapeutic, fun, and relaxing benefits.
ABOUT JACUZZI LUXURY BATH
Jacuzzi Luxury Bath offers an iconic line of luxury bathtubs as a division of Jacuzzi, Inc., the world’s most recognized name in whirlpool bathing. Since the Jacuzzi brothers first commercialized the submersible whirlpool pump in 1956, Jacuzzi has become a household name known for innovation, quality and the ultimate bathing experience. The line of Soaking, Heated Soak, Pure Air®, Whirlpool and Salon® Spa experience baths continues to provide elevated and luxurious experiences by pushing the boundaries of convention in bathing. For more information, visit www.jacuzziluxurybath.com.
*Infographics are available upon request. 1,003 frequent bathers where included in the study. The qualifications were to live in a residence with a bathtub and bathing at least once per week. An even gender split, age 18-64 and mix of ethnicities for data weighted by census.