Polski
Thermal Fever and a Cold Shower: Two Faces of the Bathroom Industry This Week
On one hand, Poland is launching a new wave of major thermal-wellness investments that will, over the coming years, translate into hundreds of square meters of pool and sauna zones. On the other, one of Europe's largest sanitary ceramics manufacturers has just warned the market that demand isn't growing as expected. We take a look at what these two pieces of news say about the health of our industry.
01 · Wellness and SPA
Poland bets on thermal spas – five major projects by 2029 [1]
If anyone was looking for proof that Poland's wellness market is thriving, this week delivered it in spades. According to industry reports, Poland is in the middle of a genuine boom in thermal-wellness complex investments – as many as five major projects have been announced for 2027-2029 [1].
The list includes Termy Jachranka, Bachleda Termy Kasprowy in Zakopane – a project valued at PLN 500 million – as well as Nowotarskie Termy and Termy Lusina Medical SPA near Kraków [1]. What these projects have in common is the use of natural therapeutic and geothermal waters, which will form the basis for extensive pool, sauna, and rehabilitation zones [1].
For exhibitors in the bathroom fittings, fixtures, and wellness segment, this is an unambiguously positive signal. Each of these investments represents hundreds of square meters of space requiring specialized sanitary ceramics, shower systems, sauna and pool solutions, as well as construction chemistry resistant to moisture and harsh conditions. It's precisely this type of project that drives the strongest demand for the premium products showcased at industry trade fairs.
02 · Market and Finance
Villeroy & Boch cools the mood – German giant cuts forecasts [2]
While the Polish thermal market is showing an upward trend, warning signals are coming from across the western border. On September 18, 2026, German ceramics and bathroom fittings manufacturer Villeroy & Boch lowered its financial forecasts for the full year 2026 [2].
The company now expects revenue to decline by a high single-digit percentage, with projected operating profit (EBIT) coming in at €50-56 million – significantly below the previously assumed €75 million [2]. Management cites geopolitical tensions and a general weakening of economic conditions in Europe as the reasons behind the downgrade. This revision has also led to a change in the company's dividend policy [2].
This is an important signal for the entire sanitary industry – Villeroy & Boch is not a local player, but one of the most recognizable ceramics and fittings manufacturers in Europe. When a company this size revises its expectations downward, it's worth treating it as a warning against excessive optimism in other markets as well, including Poland's.
03
Two faces of one industry
Placing these two pieces of news side by side shows just how uneven the bathroom fittings market is today. The public and commercial investment segment – thermal spas, SPA hotels, wellness facilities – continues to drive demand for large volumes of premium products and solutions. At the same time, the more mass-market segment, built on individual renovations and residential construction, is feeling the slowdown tied to economic and geopolitical uncertainty in Europe.
For manufacturers and distributors, this means one thing: it pays to watch closely where demand is actually concentrated, and to steer their offering accordingly – whether toward large institutional projects or toward the individual customer.
Summary
Summary
Today, Poland's bathroom and wellness industry is moving at two speeds – dynamic growth in major thermal investments alongside cooling sentiment at one of Europe's leading sanitary ceramics makers. These very tensions and trends will be a talking point at Warsaw Home Bathroom – the International Bathroom Fixtures and Fittings Trade Fair. Stay tuned for the next editions of our industry roundup, and be sure to visit the fair, where you can talk in person with exhibitors about how to navigate this shifting market reality.
Invitation
Thermal investments are on the rise, while the sanitary ceramics market searches for a new balance – both of these trends will converge at the Warsaw Home Bathroom trade fair. Visit us and talk with exhibitors about how to tap into the wellness boom and respond to the market challenges signaled by Europe's industry leaders. Reserve your spot today.
Warsaw Home Bathroom 2026Przypisy
[1] S.O.S. dla gospodarki — https://gospodarka.sos.pl/nowe-termy-w-polsce-z-hotelami-i-strefami-wellness-duze-inwestycje-2027-2029-42534154.html[2] wallstreet-online.de — https://www.wallstreet-online.de/nachricht/21400389-villeroy-boch-adjusts-2026-forecast-amid-market-shifts