Baths Are for the Boys

(You Heard It Here First)

Bathing was once the epitome of manliness. Think back to the Romans and Vikings; they simply couldn't get enough of their communal baths! However, fast forward to today, there’s a misconception that bathing is a girl’s thing. 

In fact, results from a YouGov survey showed us that the humble bath had taken a backseat in the daily routines of many British men, with only 9% of guys admitting to being dedicated bathers. But hold onto your bath handles because Victorian Plumbing has done some digging, and found that this assumption couldn’t be further from the truth. 

Our latest campaign, ‘Take a Bath, Matt,’ surveyed 1,000 Brits and found out that men are not just dipping their toes into the tub but are actually diving into bath culture headfirst. In fact, men are bathing more than women! A surprising 78% of men bathe at least once a week, almost half of men (48%) bathe daily, and many admitted they would love to bathe even more if they had the chance. 

This is where our mission was founded: to debunk the stigma and get men bathing more.

Let's Talk Bathing Benefits

Beyond the obvious hygiene perks, bathing has many benefits. Firstly, there are significant physical advantages: soaking in a warm bath promotes improved circulation, eases muscle tension and relieves joint pain. This makes it an ideal remedy for sore muscles or minor injuries.

However, bathing's benefits aren't limited to just physical health. Bathing can actually lower stress hormones and reduce anxiety. As such, it can be a great wind-down option for those who struggle to sleep and for those with anxious minds who need to unwind, reflect, and recharge.

To get a deeper understanding, we spoke to a doctor to really understand the health benefits. Dr. Hana Patel told us, “Research and evidence shows that either a warm bath or shower before bed can help a person fall asleep and improve sleep quality — even in the heat of summer. The reason for this is that a bath will help lower your core body temperature, and this can help with our circadian sleep signals.” To put it simply, a bath is a practical health tool!

What do Men Love About Baths?

The data reveals that men are seeking out bath time not just for cleanliness but for a range of wellness benefits. Our survey found that a whopping 97% of men said that relaxation and wellness are important to them, with 88% understanding the increased relaxation benefits of bathing. Nearly half of men (47%) also recognise the potential health perks, and 46% appreciate the skin benefits of a good soak. One guy even said, “bathing makes me feel stress free”. 

So, it’s clear: bathing for men is about more than just hygiene. The bath is a place to relax, unwind and prioritise health. 

So, What's Holding Them Back?

So, why aren’t all men seizing the opportunity for a relaxing soak? Despite the clear benefits of a relaxing bath, many men just aren’t making the time for it! Of the men who aren’t regular bathers, 32% believe they’re too busy to bathe, with one participant stating that “life seems to be too fast nowadays to have quality time in a bath”. But time isn’t the only issue. 14% of men expressed that they don’t find their bathtubs comfortable, and a further 13% find baths boring. Frankly, the last part baffles us! What’s boring about a bath where you can scroll through your phone, catch up on your latest read, or even enjoy a snack?

Lower down on the scale, 12% of men stated that baths don’t leave them feeling clean, 8% admitted to not seeing the benefits, and 5% saw bathing as feminine (do we need to bring up the Vikings again?).

As we said earlier, we’re on a mission to get men bathing more. So, we asked men what could change their minds.

How Could we Make Men Reconsider?

Of the men we surveyed who weren’t regular bathers, they told us that they’d take more baths if their tubs were comfier, with a further 15% stating they’d be more inclined to bathe if their tub was longer. Meanwhile, entertainment also plays a significant role in making bath time appealing. 27% of men expressed a desire for more ways to keep themselves entertained while soaking, with 21% specifically wishing for easier access to their phones and/or TV during bath time.

Surprisingly, our survey revealed that 13% of men could be persuaded to take a bath if the scent was appealing. The top choice for nearly a quarter of men (22.75%) was lavender. Other favoured fragrances included citrus, berries, rose, and vanilla. Interestingly, 14% of men admitted they are perfectly happy with the natural aroma of a warm bath, without any added fragrance.

We were thrilled to see that a lot of men were very candid about their bathing preferences. Some confessed to the likes of, “having bubble baths and using bath bombs” or said, “I tend to only use water. Bath bombs are normally an infrequent treat”. 

Take a Bath, Matt

This campaign is all about celebrating the art of bathing and giving men the chance to embrace it fully. So stay tuned to see how we plan to get more men in the tub…