Why the World Is Switching to Bidets — And Why the UK Is Catching Up
By James Hargreaves · Updated June 2026 · 8 min read
This article is for general information only and does not constitute medical advice. Consult your GP for personal health guidance.
- Bidets are standard in Japan, South Korea, the Middle East, and much of Southern Europe — the UK is a late adopter but adoption is growing steadily
- The shift is driven by three factors: better hygiene, significantly lower toilet paper consumption, and long-term household savings
- A basic handheld sprayer costs under £30, fits any UK toilet, and installs without a plumber — removing the main practical barriers to switching
How Bidet Adoption Is Growing Across the Globe
Walk into a bathroom in Japan, and you'll almost certainly find a high-tech bidet seat. In Italy and Portugal, standalone bidets are standard. But for years, the UK lagged behind. That's changing. Bidet sprayer sales in British homes have grown notably over the past decade, driven by three simple factors: better hygiene, lower environmental impact, and long-term cost savings.
Globally, the bidet market is expanding rapidly. Countries like the United States, Canada, and Australia — where bidets were once rare — are now seeing strong growth in sales. The pandemic played a role: when toilet paper vanished from supermarket shelves, many people discovered the reliability of water-based cleaning. But the trend goes beyond that moment. BBC News has reported on the sustained rise in bidet demand, noting that consumers are now choosing bidets for their everyday convenience and eco-credentials.
In Asia, adoption is widespread. Japan and South Korea have very high bidet penetration rates in urban homes. In the Middle East, the "shattaf" (a handheld bidet sprayer) is found in almost every toilet. Europe is mixed: Mediterranean countries have long used bidets, while Northern Europe is catching up. The UK sits in the middle — but momentum is building.
Why People Are Switching: Health, Comfort, and Dignity
One of the strongest drivers of bidet adoption is everyday comfort. Dry toilet paper can irritate sensitive skin and fail to remove bacteria as effectively as water. Water cleaning is gentler and more thorough. Many users — particularly older adults and people with mobility challenges — find that water-based cleaning is noticeably more comfortable than paper, especially with frequent daily use.
The NHS emphasises that good perineal hygiene after toileting is an important part of preventing infections. NHS guidance on urinary tract infection prevention highlights thorough cleaning as a key protective measure — and bidets can make that standard of hygiene easier to achieve consistently.
For people with conditions like Crohn's disease, ulcerative colitis, or those in postpartum recovery, bidets can offer greater comfort and independence day to day. No more repeated wiping during a difficult period. That practical benefit is convincing many UK families to make the switch — though anyone managing a specific health condition should discuss hygiene options with their GP.
Environmental and Economic Benefits Driving Change
Toilet paper has a hidden environmental cost. Manufacturing requires significant amounts of water, energy for pulping and drying, and transport. Bidets substantially cut paper use, saving trees, water, and carbon emissions across a household's lifetime.
Financially, the maths is straightforward. UK households spend a meaningful amount on toilet paper each year. A handheld bidet sprayer costs from under £30 and lasts for years — paying for itself relatively quickly. For businesses, schools, and public facilities, the savings scale further. UK government water efficiency guidance encourages reducing water waste — and lower toilet paper consumption is a practical contribution to that goal.
Smart technology is also making bidets more appealing. Modern models offer adjustable water pressure, self-cleaning nozzles, and energy-efficient warm water options — though simple cold-water handheld sprayers remain the most popular choice in the UK for their reliability and low cost.
Cultural Differences: Why Some Nations Adopted Bidets Early
Culture plays a significant role. In Islamic countries, water cleansing is part of religious practice (istinja). In Japan, bidets evolved into "washlets" with heated seats and dryers, becoming both a hospitality norm and a practical expectation. In Italy and Spain, bidets were installed in homes after WWII as part of a push for modern sanitation.
The UK, however, had a different path. Post-war housing was built quickly and cheaply, often with small bathrooms that couldn't accommodate a separate bidet fixture. Toilet paper was marketed as clean and convenient. The result: generations grew up with paper as the default. Changing that habit takes time, but the tide is turning.
British travellers returning from Japan, Italy, or the Middle East often ask: "Why don't we have these at home?" That curiosity, combined with online reviews and social media, is spreading awareness. UK retailers now report that younger homeowners are considerably more open to bidets than previous generations.
The Role of Government and Industry in the UK
The UK government has not yet launched a national bidet promotion campaign, but several local water authorities encourage water-efficient devices. Some offer free water-saving kits that include shower timers and tap aerators — bidets represent a natural next step in that direction. The government's net-zero targets require reductions in industrial water and energy use, and toilet paper production is a meaningful contributor.
Industry bodies like the Bathroom Manufacturers Association have noted the rise in bidet attachments as a key trend. Major DIY chains now stock bidet sprayers alongside traditional bathroom fittings, making them easier than ever to find and install without specialist knowledge.
If you're new to bidets, start with a basic cold-water handheld sprayer rather than a high-tech electric seat. It's cheaper, simpler to install, and gives you a clear sense of whether water-based cleaning works for your household before committing to a more complex setup.
Overcoming Common Misconceptions
"Bidets are unhygienic." They use fresh, clean water from your mains supply — not recirculated water. The nozzle self-rinses, and a quick wipe with disinfectant once a week keeps it spotless.
"They're expensive to install." A basic handheld sprayer costs less than a month's supply of toilet paper. Installation takes around 20 minutes with a spanner.
"Cold water is shocking." The brief spray is room temperature after a second of flow. Most users find it perfectly comfortable, even in winter.
"They don't dry you." You pat dry with a small cloth or two squares of toilet paper — far less than before. Many people keep a stack of reusable cloths for this purpose.
Once these myths are addressed, most people are willing to try. UK bidet sales have grown steadily in recent years, driven by eco-conscious younger buyers and health-aware older adults alike.
Join the Global Shift Towards Cleaner, Greener Hygiene
Bidets are no longer a niche product. From Tokyo to Turin, and now increasingly in London and Manchester, millions of people have discovered that water cleans better than paper. It's kinder to your skin, saves money over time, and reduces household waste.