Slippery Hope

Whether it's baby boomers or the parents of baby boomers, more people than ever need the extra security offered by bath safety products. The demographics are no myth, and competing well requires a savvy approach.

Providers know by now that most homeowners want to avoid institutional-looking products in favor of attractive designs, but when does style overshadow functionality? It's a fine line, and Brad Crozier, senior product/brand manager, Moen Home Care, believes usefulness should never be sacrificed on the altar of design.

"People are looking to coordinate or match the rest of their bathroom decor," says Crozier. "Particularly with baby boomers, they have nice bathrooms and put a lot of money into them. They want to add products that complete the look. You'll see designer grab bars and bath safety furniture that looks a bit more stylish, but style is just a part of it. You want to add features and design elements that add real functionality."

Moen hopes to back this up with a February 2011 North American launch of three grab bars that feature integrated accessories. "One grab bar has a toilet paper holder, another has a towel bar, and another has an integrated shelf," says Crozier. "We introduced these at Medtrade Fall 2010, and they will be back at Medtrade Spring 2011."

Ladimer Kowalchuk, president of Safety Bath Hydrotherapy Systems, says the market used to be strictly driven by need, but awareness has sparked many younger people to plan for the future. "We have seen a trend in the last couple of years in the walk-in bathtub industry where the buyer is younger," says Kowalchuk. "The younger buyer purchases the walk-in bathtub with an eye toward future needs. This buyer wants to use the bathtub as a personal hot tub and enjoy the benefits of massage therapy. They don't want to wait for a catastrophe before buying."

For Kowalchuk, the trickiest aspect of the market is design. Walk-in tubs are one of the newest segments, and many different models are attempting to walk the line on functionality, safety and style.

Advises Kowalchuk, "Three questions you need to ask before you purchase a walk-in bathtub are: 1) How high is the step into the tub? A lot of tubs have a 6- to 7-inch high step; 2) Does the tub have an external safety drain? Gasket failures can occur and a tub that doesn't have an external drain can cause major damage; and 3) Does the bathtub have an in-swing or an out-swing door? An in-swing door can be a major safety issue if a person needs help getting out of the tub and is slumped against the door."