How sleek and stylish waterproof wall panels are taking on tiles

As sales of bathroom wall panels continue to go from strength to strength, Nicola Hanley asks the experts why they're proving so popular and uncovers the latest trends. 

It wasn’t that long ago that bathroom wall panels were considered something of a poor substitute for tiles, seen by many designers and consumers as functional and cost effective but not particularly stylish. Fast forward a few years and it’s a different story. So what’s changed?

“There’s been a marked shift in how wall panelling is perceived and purchased, and we’re seeing that reflected in sales,” says Michael Marriott, CEO of Waterline, which recently added bathroom wall panels to its portfolio. "With the introduction of Metrowall, we’ve expanded our bathroom offering to tap into a fast-growing market. It’s a category that’s matured quickly and is delivering strong returns across both retail and contract sectors.”

Katie Cope, head of Showerwall, agrees and says that bathroom wall panels are currently outperforming other product categories in a challenging marketplace. “Despite ongoing challenges across the broader KBB sector, bathroom wall panels are proving to be a standout success, showing consistent growth in both sales and consumer interest,” she says. “The appeal of bathroom wall panels lies in a combination of practical and aesthetic advantages: they’re quick to install, visually versatile, cost-effective and easy to clean.”

Completely waterproof, many bathroom wall panels can be fitted directly on top of existing surfaces such as tiles with minimum prep, and it’s estimated that they are around 2-4 times faster to install than tiles. 

Lidia Kane, marketing manager at Multipanel, explains further: “Panels are easy to install, often with minimal mess, and don’t require specialist skills making them ideal given the ongoing shortage of tradespeople. The grout-free nature of wall panels also appeals to homeowners looking for low-maintenance, hygienic bathrooms. Most importantly, advances in design and finish mean that panels now compete head-on with tiles from an aesthetic perspective. They deliver on both form and function, which is exactly what today’s consumers are looking for.”

Like Waterline, PJH also introduced wall panels to its offering this year, partnering with Norwegian manufacturer Fibo. “Sales have continued to rise month-on-month, prompting us to expand the offer further,” says Tanna Molyneux, product manager, Bathrooms to Love by PJH. "The variety of designs provides a more realistic and tactile finish than ever before, elevating panels from purely practical to a design-led, high-quality solution.”

Consumers have welcomed the introduction of more realistic stone and marble-effect designs, according to Joanne Mailen, product lead at Wetwall: “For example, Wetwall panels use advanced print technology and bespoke designs to replicate the look of materials like marble or stone without the typical drawbacks such as staining, mould, or ongoing maintenance that can often be associated with natural stone.”

Mailen says the trend for spa-style bathrooms and demand for products that promote wellness and help consumers create personalised designs is also fuelling the bathroom wall panelling market. “We’re responding with designs that reflect this shift in priorities while providing a seamless, high-end finish, including coloured marbles and onyx.”

Multipanel’s Kane agrees that natural stone and marble-effect finishes are proving popular but says it is panels that replicate the look of tiles that are the really big sellers. “Tile-effect panels are a major trend, particularly those that emulate classic or oversized tiles.”

Whether wall panels will ever overtake tiles remains to be seen but Waterline’s Marriott believes there’s a market for both. “Tiles will always have a place in interiors, but wall panelling offers a completely different proposition: minimal prep, reduced mess and a seamless surface that feels high-end without the high effort. It’s less about replacing tiles and more about offering a smarter, more flexible alternative that aligns with the way we live and renovate today.”

So what else can we expect to see from the bathroom wall panelling market? “As print capabilities continue to advance, it will become easier to explore new textures and push the boundaries of what’s possible in panel design,” says Wetwall’s Mailen. "We anticipate further improvements in installation methods that will make these eye-catching panel systems even more accessible for both professionals and DIY enthusiasts.”

For Showerwall’s Cope, personalisation is increasingly important. “The sanctuary of a bathroom is a very personal thing to a lot of people and we’re seeing this reflected across the whole bathroom space. Bespoke panels are able to maximise that feeling of creating a one-off area suited to the customer. Beyond that, material advances are always being looked into, tested and worked – there is huge scope to be really revolutionary and forward-thinking with our materials.”

“We expect even more design innovation, with panels that mimic wallpaper, decorative surfaces and architectural materials,” predicts Multipanel’s Kane. “There’s also growing interest in panels for different wall heights and mixed-material bathrooms – think half-height panels with paint or paper above. Sustainability will continue to play a key role too, with materials and manufacturing processes under increasing scrutiny. It’s an exciting time for the category, and we’re just scratching the surface of its full potential.”