Therapeutic Delights
Whirlpools are fast becoming the standard in baths, both for
their aesthetic value and their therapeutic benefits, with
consumers demanding deeper tubs, luxury and safety features and
customization options.
by Kevin Winkler
With “spa-like sanctuary” being the hot buzzwords in today’s luxury
baths, consumers are increasingly looking for amenities that are
practical yet luxurious, functional yet with an element of fantasy,
restorative for the mind, but also good for the body in short, all
the things that describe today’s whirlpools. Because, while a
regular tub surely has many functional attributes, it’s about as
therapeutically satisfying as a cold shower on a wintry day.
Indeed, whirlpools offer not only a sense of luxury for the
body, but soul-satisfying sustenance, as well. Perhaps that’s why
each year, public demand increases for these multi-functional tubs.
In fact, manufacturers interviewed by K&BDN contend that
whirl-pools are fast becoming the standard in baths, for both their
aesthetic value and therapeutic benefits.
According to Steve Brey-maier, v.p./sales and marketing for the
Adamsville, TN-based Aqua Glass Corp., “A whirlpool is now an
expected feature for any new home, particularly in the master bath.
It has almost become a price entry in new home construction.”
Breymaier cites visual appeal, therapeutic benefits and
ever-increasing affordability as reasons for consumers’ escalating
attraction to whirlpools.
“Today’s homeowner desires more amenities, so this has a
positive effect on the whirlpool industry,” notes Phil Weeks,
president of the Walnut Creek, CA-based Jacuzzi Whirlpool Bath, who
sees a trend toward whirlpool baths in the second bath and guest
quarters. “The aging baby boomer generation has a primary influence
on this trend. They are in their prime buying years. They’re
looking for relaxation and comfort in the privacy of their own
homes. Whirlpools are an ideal fit.”
Marie-France Poulin, executive v.p. for the Quebec, Canada-based
MAAX Inc. notes that, “The traditional role of the bathroom is
changing, no longer being focused on simply functionality. More and
more, the bathroom is going to be transformed into a sort of
‘center for health and well-being’ where one can get away from it
all. Today’s consumers want to be able to pamper themselves in a
professional manner in the comfort and convenience of their own
homes. They are looking for something that will allow them to
escape from the worries of the day quickly and effectively.”
Informed consumers
When it comes to whirlpools, “Consumers are more educated than ever
before,” according to Tom McCay, product manager for Eljer
Plumbingware of Dallas, TX. “When they decide to make a whirlpool
bath purchase, they are really focusing in on the hydrotherapy
benefits. They are very inquisitive about performance,
adjustability and custom controls. They also want the bath to be
comfortable and easy to operate.” As Jan Jones, marketing
communications manager for the Sugar Hill, GA-based MTI Whirlpools
sees it, “High-end customers are second and third time whirlpool
buyers [now], and are becoming more educated and more
discriminating.” She also notes that homeowners now recognize that
whirlpools “increase the appeal and perceived value of their home
for re-sale.”
“Consumers are getting smarter, have instant access to more
information about products [via the Internet] and want more options
and customization with their bathrooms,” asserts Marisue Eisner,
associate product manager Bathing Products for Kohler Co.,in
Kohler, WI. Breymaier agrees that consumers are becoming more
whirlpool savvy, noting that it used to be important that a
whirl-pool have as many jets as you could fit into the unit.
“Consumers now know that it’s not the number of jets but the
quality and positioning. Increased numbers of jets only decrease
the amount of water flow through each jet, and consumers want the
pressure to be there for maximum benefit.”
Comfort features
Comfort features are seeing increased demand, according to
manufacturers. “The trend toward homes as luxurious, safe havens
continues to prevail,” notes Jones. “The whirlpools being installed
in high-end homes are getting larger and more intricate, with
custom jet placement and all the other unique ‘bells and whistles.’
People are very willing to pay for those indulgences that help to
simplify their busy lifestyles. Plus,” Jones adds, “people
entertain in their homes, and [a whirlpool] adds prestige and
provides ‘bragging rights’ of sorts for some homeowners.”
McCay believes the bathroom is becoming the “living room” of the
next century. “Consumers are focused on relaxation and comfort in
the bath [and] the privacy of our own home offers an ideal
retreat.”
“While bathrooms are not necessarily becoming larger, they are
definitely packed with more amenities,” believes Weeks, noting that
Jacuzzi will be introducing some new features this year that will
add comfort as well as convenience, including a corner whirlpool
bath complete with a 9″ television monitor and stereo/CD system.
Weeks believes features like this are “quite reflective of
lifestyle changes in general. People are designing their bathrooms
to encompass total luxury and daily conveniences. While our
products offer a place to relax, they can also deliver the day’s
news during today’s fast-paced mornings.” Poulin agrees: “Because
our modern lifestyles have become so fast-paced and time has become
such a precious commodity, today’s consumers have expressed a
desire to be able to create their own private oases where they can
relax and get away from the stresses of daily life. Models offering
all the benefits of a spa are the trend for the new
millennium.”
Features & options
Despite the growing attention being paid to the luxury amenities,
most manufacturers agree that whirlpools remain popular with
consumers in large part because of their hydrotherapy properties.
Notes Philip J. Klement, v.p. of the Coppell, TX-based SANIJET
Corp., “Baby boomers, pursuing more active and healthy lifestyles,
rely on the benefits of hydrotherapy for recovery and recuperation,
while more mature consumers suffering from arthritis, chronic
muscle pain and other health conditions rely on the therapeutic
benefits that whirlpool baths provide.”
“Consumers are looking for a whirlpool that will allow them to
personalize their massage bathing experience to meet their own
specific needs,” explains Poulin, who notes that in response to
consumer demand, MAAX has introduced a therapeutic system which
uses micro-jets to massage the neck, shoulders and back. Weeks adds
that, “Consumers continue to demand more custom control features,
but they need to be easy to use. People are looking for simplicity
and convenience; it shouldn’t be a challenge for them to
relax.”
Health and sanitary issues will play a growing role in the
whirlpool market of the future, according to Klement, who notes
that, “SANIJET has introduced a patented pipeless whirlpool bath
the first in the history of the industry which eliminates the
unsanitary, hidden maze of piping and channels on the conventional
piped systems.” He explains that “the typical circulation system
contains over 25 feet of hidden air and water piping, and when the
pump is activated, dirt, sloughed-off skin, body fluids, soap scum”
and other residue circulate through the system. “When the tub is
drained the residue mix remains inside the maze of piping,” with
the piping being “inaccessible for scrubbing and disinfecting,
since the piping on most systems does not fully drain through the
tub itself,” says Klement.
He notes that the pipeless whirlpool is unique in that, “With a
pipeless system, all wetted parts can be easily reached [for
cleaning purposes].” Klement believes that pipeless technology will
be the trend of the future, since “consumers are increasingly
becoming concerned about health and safety issues.”
According to Breymaier, popular AquaGlass whirlpool features
include “massage pillows with pulsating water, air induction
systems that inject air into the bathing environment from the
bottom of the bathing well and lumbar jets positioned to knead the
lower lumbar area.” Kohler recently introduced the Riverbath, which
features a waterfall and the sounds of a river. “[It] is designed
to provide a total water experience,” Eisner explains, “one that
massages the body but also revives the spirit.”
Materials & colors
When is comes to material, there’s no mistaking the popularity of
acrylic among consumers and manufacturers. “Acrylic remains without
a doubt the material par excellence,” says Poulin.
“Jacuzzi Whirlpool Bath continues to use acrylic reinforced with
fiberglass,” notes Weeks. “Acrylic can be molded into a variety of
shapes and styles, allowing complete freedom in design and
engineering. And acrylic lends itself to an array of colors
choices, while featuring a high-gloss, easy-to-clean finish.”
According to Jones, “MTI benefits from using Lucite [cast
acrylic] because it comes in colors that match toilet and lavatory
colors. That way, we’re able to match the whirlpool to the other
bathroom fixtures with no problem. The high-gloss finish can be
easily maintained using a non-abrasive cleaner. It’s also
non-porous, which means it resists staining. Cast acrylic is also
the only renewable surface, meaning that the surface scratches can
be buffed out and the finish shined to its original luster.”
Eisner agrees that acrylic is the material that most whirlpools
are made of in today’s market, but notes that Kohler also
manufactures cast iron whirlpools. “Cast iron whirlpools are made
of the most durable material available on the market today,” she
believes. “The solid iron base won’t flex, and the very high gloss
level of the fired on enamel and glass material stays bright and
looks rich over time.” As far as color is concerned, manufacturers
agree that white is still the color of choice among consumers.
“Other colors ebb and flow, [but] white and bone are still the vast
majority of units sold,” maintains Breymaier, adding that
“approximately 85% of all units are sold in white or bone because
of the ‘clean’ look and universal appeal.”
“Bathroom fixtures tend to stay in the home for quite some time,
so homeowners don’t want to be too trendy,” explains McCay.
“How-ever,” he adds, “pastel colors seem to be making a come back.”
While white remains the most popular color, Poulin notes that “a
few non-standard colors such as black, teal and shell are on the
rise.” Style-wise, traditional seems to be the current trend,
according to most manufacturers. “People are turning toward
traditional styles. Bathroom fixtures are a big investment, so
they’re choosing designs that won’t go out of style,” Weeks
explains. “There’s also a strong trend toward design matched
suites. This means the design and detailing are uniform or similar
between the toilet, bath and lavatories. This concept makes for a
very nice statement in design.” As with whirlpool baths,
traditional styling is the principal demand for whirlpool faucets
as well, however not everyone agrees on which finishes are on the
rise with consumers. “Chrome and gold will remain the classics,”
maintains Poulin, “however there is currently an increase in the
demand for the brushed nickel finish.”
Weeks agrees that “brushed chrome continues to be popular,”
while Breymaier asserts that “the new pearl gray is catching on
quickly,” and McCay believes, “polished brass is growing
inpopularity as the main choice of finish by homeowners.”
Shapes and sizes
Just as manufacturers agree that acrylic is the material of choice
for whirlpool construction, they also leave no doubt that the
current trend in tub size is deeper, deeper, deeper. AquaGlass
alone has “nine new whirlpool designs with increased depth in the
bathing well,” according to Breymaier.”
By far the most popular size is a 60″ by 42″. The 60″-width fits
in most bathroom configurations and the 42″ provides good depth to
enhance the bathing experience.” Jones notes that MTI offers
hourglass shapes, oval units designed to be dropped into a deck
surround and 72″ x 42″ sizes.
“Our best-sellers continue to be the traditional 72″ x 42″
whirlpool baths,” says McCay. “Oval and corner units are also quite
popular, offering builders and designers optimal usage of
space.”
“People are looking for deeper tubs. They want to be completely
covered for total relaxation,” according to Weeks, who also cites
that “corner tubs are among Jacuzzi’s top sellers.” “Our best
selling suites have classic, traditional lines that work well in
most room designs. There is also a movement toward simple, elegant
shapes and more traditional styling,” Eisner maintains. But,
“relaxation is the key to the current market. A whirlpool must
provide a sanctuary to escape to when the rushing, crazy world of
instant decisions and communication gets to you. The whirlpool
experience, and the features that make up this experience, must be
the driving force in selling products in this marketplace.”
KBDN
Whirlpool Trends at a
Glance
- Whirlpools are fast becoming an expected feature in new homes,
especially for the master bath. - Luxury features such as foot massage jets, multi-directional
jets and neck massage pillows are commanding consumer
attention. - Though white and bone are the most popular color choices,
demand for pastel colors is on the rise. - Acrylic remains the material of choice for its high gloss
finish and ease of cleaning, as well its capacity to be molded into
numerous appealing shapes and configurations. - Features such as handles are being add to make entering and
exiting the units safer for the maturing audience. - Consumers continue to demand more custom control features, but
they need to be easy to use. - Deeper tubs are high in demand.
Dealers See
Growing Demand For Luxury Features, Steam
In addition to the continued popularity of whirlpool baths,
consumers are expressing more interest in saunas and steam,
according to the dealers surveyed by K&BDN. “We’re definitely
seeing more steam units,” says Linda Clough, owner of Greenland,
NH-based Lifestyles Collections. “Most builders we work with are
now making allowances for the space.”
“Whirlpools remain in high demand, especially for remodeling,”
says Stephanie Reese, designer for One Stop Kitchen & Bath in
St. Petersburg, FL, but she adds that “interest is now high for
steam.”
Whether it’s a whirlpool or a sauna, consumers want a feeling of
luxury, according to dealers, who note that luxury features are in
demand at all price points. “In-line heaters are a must,” insists
Jeannie Burnett, owner of the Williston, VT-based Life-Style
Kitchens & Baths, who adds that, “Two-person tubs are very
popular, even though most people bath alone.”
Reese agrees: “Most of the time we see two-person
tubs.”
Dealers also agree that since most consumers consider
whirl-pools an investment, meant to stay with the home for a long
time, they want designs and colors that won’t go out of style.
“Upscale faucets are a must,” notes Reese, “even for consumers on a
budget. They don’t want it to look like they’re on a budget. Also,”
maintains Reese, “Lots of neutral and spice tones are doing well.
People are staying away from dark colors.”
Steam & Saunas Gain
Momentum
To the delight of manufacturers, more and more consumers are
discovering saunas and steam when searching for ways to transform
their bathrooms into luxurious at-home spas.
One reason for the upsurge is that fact that consumers are no
longer forced to install sauna or steam units in separate rooms.
“The bathroom has long been the preferred location for steam-baths.
New sauna designs are ideal for the master bath,” explains Keith
Raisanen, president of Saunatec Inc., manufacturer of Amerec, Helo
and Finnleo sauna and steam products.
Raisanen notes that today’s modular saunas are a far cry from
the square boxes of yesteryear. “Their upscale features,
manufactured in a quality controlled environment, now make
prefab/modular saunas more popular then ever.”
“Sales are up, especially for steam,” agrees Dan Reinert, v.p.
of the Long Island City, NY-based Sussman Lifestyle Group, which
manufactures Mr. Steam and Mr. Sauna. “Consumers are becoming more
aware, and more health conscious, and they’re utilizing the
benefits of steam at home.”
One of the newest trends in steam is the use of aromatherapy
oils to enhance the overall experience, manufacturers agree. “We’ve
developed a steam nozzle with an indentation for adding
aromatherapy oils,” says Reinert, who says that the nozzle is also
quieter, which helps contribute to the more peaceful, spa-like
sanctuary that today’s consumers are looking for.