GROHE, a global leader in bathroom furnishings, is pleased to release the GROHE 2026 Bathroom Trend Report: More than a design forecast, this report reflects GROHE’s point of view on the cultural, behavioral and aesthetic shifts redefining this category. As part of LIXIL’s international portfolio of brands, GROHE operates at the intersection of European design heritage, advanced water technology and global consumer insight. This vantage point, spanning markets across the globe, allows the brand to not only identify cultural shifts early, but to actively shape how they are expressed through water, design and performance.

According to Nik Bafana, president, LIXIL Americas, “In North America, a consistent transformation is emerging: homeowners are reimagining the bathroom not as a utilitarian space, but as the place where the day begins and ends. It is where we prepare ourselves for the world and where we recover from it. With data regularly delivered through personal fitness devices on cortisol, stress, blood pressure, and more, time in deeply personal spaces that promote health is more in demand than ever.”

At the heart of this revolution is water. No longer simply a resource, water is being experienced as a sensory medium — a source of calm, clarity and restoration. At the same time, it remains one of the world’s most precious resources, demanding stewardship, innovation and responsibility.

Bafana continues, “For GROHE, this is a movement we have been designing toward. Our brand promise — “Pure Freude an Wasser” or the Pure Joy of Water - reflects our belief that water must be felt as deeply as it functions. Every product we design translates that philosophy into experiences that elevate everyday rituals.”

The 2026 Bathroom Trend Report identifies three global movements defining the future of the category — and highlights why GROHE’s commitment to quality, design, innovation and sustainability uniquely position the brand to lead this next chapter.

View the full release here.