- Gen Z spends over twice as long in the shower as older generations, averaging more than 12 minutes per shower compared to five minutes for over-55s[1]
- A quarter of Gen Z adults (28%) enjoy the TikTok trend for hour-long ‘everything showers’ – which can cost £2.69 in energy and water[2]
- Gen Z’s hour-long showers may cost them an extra £140 annually if they indulge just once a week[3]
- Elsewhere, two fifths of people (40%) have cut their shower time since the energy crisis due to high gas and electricity costs[4]
- Three in ten households (28%) have stopped using the bath since the energy crisis[5].
- Uswitch.com offers tips on showering more efficiently to keep bills down
Is Gen Z the cleanest generation yet? A quarter of young adults (28%) enjoy the TikTok trend for ‘everything showers’ that sees people spend an hour pampering themselves while running a hot shower[2], new research from Uswitch.com, the comparison and switching service, has found.
Beyond ‘everything showers’, Gen Z is spending significantly longer in the shower than their older counterparts. Those aged 18 to 28 shower for 12 minutes 24 seconds on average, costing them 38p in energy. While over-55s only shower for five minutes 18 seconds, running up an energy bill of 16p[1].
Fans of ‘everything showers’ should keep in mind the energy costs associated with long showers – with an hour-long wash with a 7.5kW electric shower costing £1.87 at current price cap rates. Adding on the cost of water for those on a water meter takes the price up to £2.69. Over the course of a year, having just one hour-long shower a week could add up to £140 in extra energy and water costs[3].
When not enjoying an ‘everything shower’, younger adults also spend longer in the wash than the nation as a whole. Brits spend eight minutes on average in the shower, with men scrubbing themselves for seven minutes and 18 seconds, and women taking a more leisurely eight minutes and 42 seconds[7]. Similarly, younger adults are rediscovering the joys of the bath. A fifth of 18 to 34 year olds (19%) say they are taking more baths than they did a year ago[6].
Table: Water and energy costs of showers
| Eight-minute shower | Everything shower | |||||||
| Shower type | Average power (kW) | Litres per minute | Electricity cost (p) | Water cost (p) | Total (p) | Electricity cost (p) | Water cost (p) | Total (p) |
| Electric | 7.5 | 6.5 | 24.9 | 11.0 | 35.9 | 186.5 | 82.7 | 269.1 |
| Power | 10 | 13 | 33.1 | 22.0 | 55.2 | 248.6 | 165.3 | 413.9 |
Source: Uswitch.com
Table: Top 5 UK regions with the shortest average shower times
| Location | Minutes in shower |
|---|---|
| Liverpool | 6 mins 12 seconds |
| Norwich | 6 mins 12 seconds |
| Brighton | 6 mins 24 seconds |
| Southampton | 6 mins 48 seconds |
| Plymouth | 7 mins 6 seconds |
Source: Uswitch.com
Table: Top 5 UK regions with the longest average shower times
| Location | Minutes in shower |
|---|---|
| Sheffield | 7 mins 54 seconds |
| Edinburgh | 8 mins 24 seconds |
| Nottingham | 8 mins 42 seconds |
| Manchester | 8 mins 48 seconds |
| London | 9 mins 12 seconds |
Source: Uswitch.com
People in Liverpool and Norwich take the shortest showers on average, at six minutes and 12 seconds. The longest showers are enjoyed by Londoners, clocking in at a leisurely nine minutes and 12 seconds[7].
Across the country, households are still cutting back the amount of time they spend washing due to the high cost of energy. Two fifths of people (40%) have reduced the time they spend in the shower, and a similar proportion (39%) are taking fewer baths, similar numbers to last year[4]. Three in ten (28%) have stopped using the bath completely due to high energy prices[5].
Ben Gallizzi, energy expert at Uswitch.com, comments: “Generally, baths require a lot more hot water than showers, but hour-long showers are likely to use much more water than a bath. We all deserve a bit of pampering from time to time, but fans of the ‘everything shower’ popular on TikTok should be aware of how quickly the costs of a shower can add up. Keep an eye on the clock, or limit the ‘everything showers’ to just once a week to stop bills getting out of control.
“Also consider the temperature of the water. The hotter it is, the more energy it takes to heat it. While it might be tempting to indulge in a long, steamy shower, consistently high temperatures can cause your heating bills to soar. Finding a lower, comfortable temperature can help keep your energy bills in check.”
Uswitch’s tips for showering more efficiently to keep bills down
1. Get an energy-efficient shower head. These can reduce the amount of hot water you use, but it will still feel like a strong shower. This will also help to save you money on your water bills if you are on a meter.
2. Reduce the time spent showering. Many people have already cut down the time they spend in the shower, as this reduces the amount of water that needs heating and therefore saves energy and pounds.
3. Turn down the heat. Those having very hot showers may find they can still enjoy their wash with a slightly cooler temperature. Turning down the heat settings will help to cut down energy costs.
Track your energy usage with the free Uswitch app.
For more information
Beverley Noble | Energy PR Manager
beverley.noble@rvu.co.uk
Twitter: @UswitchPR
Notes to editors
Research conducted online by Opinium, 28 to 31 January 2025, among 2,000 UK adults, weighted to be nationally representative.
- Respondents were asked ‘When you have a shower, how long do you typically spend in the shower?’ Gen Z adults (18 to 28) said 12.4 minutes on average. The over-55s said 5.4 minutes on average.
- Respondents were asked ‘‘Thinking about your bath and showering habits, please indicate which of the following statements are true or false for you?’ 28% of 18 to 28 year olds agreed with ‘I will often have an ‘everything shower’ where I spend up to an hour pampering myself.’ See first table in release for energy and water costs.
- An hour-long wash with a 7.5kW electric shower costs £1.87 in electricity at current price cap rates. Adding on the cost of water for those on a water meter takes the price up to £2.69. £2.69 x 52 weeks = £139.88
- Respondents were asked ‘‘Thinking about your bath and showering habits, please indicate which of the following statements are true or false for you?’ 40% agreed with ‘I have reduced the time I spend in the shower due to high energy/heating prices.’
- Respondents were asked ‘‘Thinking about your bath and showering habits, please indicate which of the following statements are true or false for you?’ 28% agreed with ‘I have stopped using the bath completely due to high energy/heating prices.’
- Respondents were asked ‘‘Thinking about your bath and showering habits, please indicate which of the following statements are true or false for you?’ 19% of 18 to 34 year olds agreed with ‘I am taking more baths than I did a year ago.’
- Table: UK’s speediest showerers
Table: UK’s speediest showerers
| Location | Minutes in shower |
|---|---|
| Liverpool | 6 mins 12 seconds |
| Norwich | 6 mins 12 seconds |
| Brighton | 6 mins 24 seconds |
| Southampton | 6 mins 48 seconds |
| Plymouth | 7 mins 6 seconds |
| Bristol | 7 mins 18 seconds |
| Leeds | 7 mins 24 seconds |
| Birmingham | 7 mins 30 seconds |
| Glasgow | 7 mins 30 seconds |
| Belfast | 7 mins 35 seconds |
| Newcastle | 7 mins 42 seconds |
| Cardiff | 7 mins 48 seconds |
| Sheffield | 7 mins 54 seconds |
| Edinburgh | 8 mins 24 seconds |
| Nottingham | 8 mins 42 seconds |
| Manchester | 8 mins 48 seconds |
| London | 9 mins 12 seconds |
About Uswitch
Uswitch is one of the UK’s top comparison websites for home services switching, including energy, broadband and mobiles.
More people go to Uswitch to find their energy, broadband and mobile deals than any other site, and we have saved consumers over £2.7 billion off their bills since we launched in September 2000.
Free mobile app Utrack also helps households manage their home energy usage and make potential savings.
Uswitch is part of RVU, a group of online brands with a mission to empower consumers to make more confident home services, insurance and financial decisions.