As a new generation of architects, builders and homeowners emerges, so, too, does a new set of trends. Clean contemporary designs, natural sustainable attributes and ease of functionality are the earmarks for the latest crop of products making their way into the bath. This is especially true in bath faucets, which focus not only on water conservation, but on water delivery systems that mirror the flow of water in nature.

Likewise, bath sinks are showing cleaner lines, more organic forms and natural materials that tie into the trend toward sustainability.

Ziggy Kulig, CEO of Graff in Milwaukee, WI, sees a preference for bath sinks and faucets leaning toward contemporary designs, and believes this has to do with the green movement being spearheaded by the younger generation.

“The up-and-coming generation of homeowners wants to simplify their lives and their surroundings, and they stay away from overproduced products that don’t have a good story and a purpose,” he explains.

Farshad Tafazzoli, founder and president of Zoli in Boca Raton, FL also confirms growth in contemporary styles for the bath. “Globalization and travel are exposing Americans to nontraditional designs,” he says. “The younger the target audience, the less likely they want what their parents had in the house.”

While transitional continues to be the largest seller due to its versatility, the greatest impact is coming from the growing penetration of contemporary style as a percentage of sales, according to Hal Weinstein, president of Xylem Group in Cumming, GA. “We are seeing some markets where this is now 20% of the market, where it used to be only 8% a few years ago. Younger buyers, the European influence and loft conversions are just some of the things that are driving the contemporary style.”

“There is a strong emphasis on spare, clean architectural design with a contemporary European look. European style brings the minimalism to many contemporary designs,” confirms Ed Detgen, v.p. of marketing for Danze in Woodridge, IL. “Geometric shapes, clean lines, simple design overall: The combination of those elements with some of the beautiful finishes can bring a striking look to a bathroom.”

While minimalist European style has a strong influence on products preferred by this next generation of homeowners and designers, the group is also drawn to a more natural look and feel with regard to these items.