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Jacuzzi Luxury Bath Releases Results of Quantitative Study


July 27, 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 U.S.

“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 percent) 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 percent 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 percent 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.