Bathtub Market Size, Share & Industry Analysis, By Type (Free Standing, Alcove, Drop-in, and Others), By Application (Residential and Commercial), By Material Type (Acrylic, Cast Iron, and Fiberglass, and Others), By Shape (Rectangular, Oval, Square, and Others), and Regional Forecast, 2024-2032

The global bathtub market size was valued at USD 10.72 billion in 2023. The market is projected to grow from USD 10.29 billion in 2024 to USD 18.22 billion by 2032, exhibiting a CAGR of 6.17% during the forecast period. North America dominated the bathtub market with a market share of 36.75% in 2023. Moreover, the bathtub market size in the U.S. reaching an estimated value of USD 5.2 billion by 2032, driven by the rising demand for luxury and spa-like bathroom experiences and increasing focus of the customers on home improvements.

The increasing adoption of sanitary wares in the construction industry is expected to fuel the growth of the market due to several advantages such as cost efficiency, excellent resistance to chemicals and scratches, and changing consumer preference for luxury goods. Besides, the application of sanitary ware in the hospitality industry due to increased spending on infrastructure projects and growth in tourism in emerging markets are favoring the growth of the sanitary ware market. Also, the detoxification ability of bathtubs, such as soaking the body in warm water, detoxifies the body. It makes the kidneys, colon, liver, and lungs healthier, increasing the demand for bathtubs.

Furthermore, consumers are increasingly focusing on quality products. The growing demand for customized products coupled with various government initiatives provided to the manufacturers have helped to increase the sales growth rate of the firms. Moreover, the availability of a variety of bathroom products along with increasing demand for high quality and premium sanitary ware products from the thriving hospitality industry is fueling the growth of the bath ware market. Moreover, major players in the market are constantly introducing new and advanced products to efficiently retain existing customers and attract new customers. The product quality, shape, and other advanced features also play an important role in attracting consumers to sanitary ware. As a result, new product launches are boosting market growth and are expected to create lucrative opportunities for the market in the coming years.

Likewise, increasing private and public sector promotional programs aimed at increasing consumer awareness of the use of sanitary ware and increasing investments will drive the sanitary ware market.

However, the COVID-19 pandemic forced companies to reorient their innovation and restructuring efforts to ensure business continuity by building resilience and flexibility. In addition, lower costs and improved productivity spurred supply chain process improvements, digitization, and investment.

Bathtub Market Trends

Increase in Market Value Due to Rise in Home Remodeling Activities and Bathroom Renovations

As home prices soar, people are spending on home remodeling and renovation projects rather than buying new homes. Although the COVID-19 pandemic resulted in a temporary slowdown in April 2020, home prices have been preserved and thrived due to record-low mortgage rates and inventory across the U.S. According to a CoreLogic report, U.S. homeowners gained USD 9,800 at the end of Q2 2020, an increase of 6.6% year over year. Homeowners are bullish and they were planning to complete home improvement projects in 2020 than in 2019, according to the 2020 Home Improvement Trends Study by LightStream. Bathroom renovations are expected to be the most popular indoor project, with more than two in five respondents indicating plans to update their bathrooms.

The rising adoption of water-saving plumbing fixtures with sustainable and eco-friendly features in remodeling or construction projects is giving the bathing tub market a significant boost. The flow rate set by the national standards of the U.S. Energy Policy Act, 1992 of the federal government for plumbing fixtures has led to water conservation and sustainability. This act provided rebates to consumers who have replaced plumbing with low-flow alternatives. Thus, the rising need for low-flow plumbing fixtures is expected to drive market growth.

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Bathtub Market Growth Factors

Industry Value to Surge Driven by Increasing Construction in Residential and Commercial Sectors

According to a blog post published by Zippa, in April 2022, the hotel and motel industry in the U.S. was worth USD 133.0 billion in 2021 and is projected to grow by 33.6% throughout 2022. This continuous growth in the hoteling industry is boosting the global bathing tub market. With the rapid expansion of real estate as well as commercial construction, the market for smart bathrooms is bound to witness higher demand from these segments. According to the report published by World Property Journal, the U.S. housing market was valued at USD 33.6 trillion in January 2020. Increasing infrastructural developments as well as new building permits in the region are expected to boost the market. Moreover, consumer preferences shifting toward customized, high-quality products drive sales growth for firms in the bathtub market.

Expansion of the Hospitality Industry to Favor Market Expansion

Swift growth in the commercial segment, predominantly the hospitality industry, is leading the demand for smart bathrooms. The hotel industry is a major contributor to the hospitality sector, driving the construction of more hotels. The prospering real estate and tourism industries and various infrastructural developments in the hospitality sector is likely to fuel growth of smart bathrooms over the forecast period. According to a blog post by TOPHOTELPROJECTS, a total of 1,704 hotels with 364,274 rooms are under plans to open across North America in the coming years, which is projected to support the bathtub market growth. In addition, the range of bathtub products, coupled with increasing demand for premium and luxury sanitary ware, particularly from the hospitality industry, is boosting the growth of the bathware market.

RESTRAINING FACTORS

Lack of Indoor Plumbing across Households and Difficulty in Product Handling to Hinder Market Growth

Inadequate access to indoor plumbing has limited the scope of the market across the globe and this trend is evident in North America as well. According to the Hill, as of November 2020, more than a million Americans lived without indoor plumbing, with most of them living in big cities. An estimated 471,000 households or 1.1 million individuals lack connection to piped water, according to the blog post. Additionally, each material used in the making of bathing tubs has its own cons.

Fiberglass bathing tubs are more prone to scratching than other materials such as porcelain whereas cast iron bathing tubs are the heaviest especially when they are full. Porcelain on steel material, which is also called enameled steel, is prone to rusting on surface while marble and stone bathing tubs take up hefty cost for custom work. Moreover, bathing tubs are generally not the quickest and easiest items to clean. Also, an increase in the number of bathtub accidents lowers the probability of their acceptance among customers. For instance, according to the U.S. Consumer Product Safety Commission, Slips and falls in bathtubs and showers were found to be the most frequent type of accidents, resulting in more than 70 deaths every year. Also, over 100 people drown every year in bathtubs. These aspects may restrain the growth of the market to some extent.

Bathtub Market Segmentation Analysis

By Type Analysis

Excellent Features of Alcove Bathtub to Propel Product Demand

Based on type, the market is segmented into free standing, alcove, drop-in, and others.

The alcove type segment is estimated to grow at a significant rate in the coming years. These bathing tubs are very popular in many regions, mainly in North America and Europe. An alcove bathing tub fits in a three-sided enclosure built specifically for bathing tubs. This style is often used in homes as a shower/tub combo to save space. This type of tub is familiar to many homeowners and is especially practical when considering common tub sizes in small spaces.

Furthermore, shift in consumer preferences toward quality bathroom products along with environmentally sustainable products is expected to fuel the market. Manufacturers are continuously putting efforts to provide the best quality products at more reasonable prices, accelerating the market growth.

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By Application Analysis

Growing Residential Penetration of Bathing Tubs to Supplement Residential Segment Growth

Based on application, the market is segmented into residential and commercial.

The residential segment is expected to dominate the market due to growing construction of residential houses and increasing popularity of renovations among households to create a soothing environment inside bathrooms. The standard dimensions of bathing tubs used in households usually have external measurements around 60 inches long, 30 inches wide, and 14 to 16 inches high. Many of these extra-long tubs are also deeper than a standard tub, usually with a soaking depth greater than 16 inches.

The residential segment accounted for a remarkable revenue by contributing a major share in the global market, accounting for 58.65% in 2021. The segment is estimated to flourish uninterruptedly at a CAGR of 5.9% in light of the expanding housing sector worldwide. Moreover, the increasing focus of consumers toward smart and intelligent bathroom products which are easy to install with the incorporation of digitization is expected to foster the overall demand for bathtubs in residential application.

By Material Type Analysis

Fiberglass Segment to Dominate the Market on Account of its Better Performance

On the basis of material type, the market is segmented into fiberglass, cast iron, acrylic, and others.

Fiberglass, also called FRP material type, held a significant market share in 2021. Fiberglass tends to be the least expensive material and is produced by forming fiberglass layers into the desired shape, followed by a coating of Gelcoat resin. The features of fiberglass bathtubs include low cost, light weight, ease of installation, and a finish that can be repaired.

On the other hand, the acrylic segment accounted for majority of the bathtub market share and is expected to grow continuously over the forecast period. The growth is attributed to stronger and rigid nature compared to any other materials. The most common form of bathing tubs manufacturing material is acrylic. Acrylic tubs come in a massive variety of sizes, colors, and styles and are generally considered a good all-rounder due to their relative light weight, ease to shape, and good durability.

By Shape Analysis

Square Shape Segment to Lead the Market on Account of its Better Performance

On the basis of shape, the market is segmented into rectangular, oval, square, and others.

Oval shaped tubs are expected to gain advantage during the forecast period. Oval bathtubs are round in shape and symmetrical and are quite popular in apartments or smaller homes where space is a premium. For oval tubs, consumers have a choice between the popular freestanding and drop-in tubs which combine the features of oval and rectangular tubs for the best comfort and appearance. Moreover, majority of the contemporary bathtubs fit in nearly any space and don’t need connecting walls. It further delivers a more vibrant core for bathroom, aesthetically pleasing compared to most outdated tubs, and costs about the same price as other alternatives.

REGIONAL INSIGHTS

Based on geography, the market is categorized into North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

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Asia Pacific is expected to rise at the fastest CAGR of 6.55% over the forecast period. Increasing urbanization in the Asia Pacific region owing to rapid construction of commercial and residential places in China and India gives rise to the demand for modern bath ware.

According to data published by the India Brand Equity Foundation (IBEF) in 2021, the Government of India allocated USD 1.89 billion to support initiatives such as Housing for All and Smart Cities Mission. Further, in March 2021, the Indian Parliament approved legislation establishing the National Bank for funding Infrastructure and Development projects in the country.

North America is anticipated to hold a major share of the global market due to the presence of well-established market players in the U.S., and Canada. The rising technological innovation in addition to the growing demand for advanced and smart bathroom solutions is expected to propel the product demand in the region. The trend toward smart and comfortable products coupled with the rising demand for inclusive bathroom solutions has created demand for accessible items that make the bathroom easier to use and also more functional. This augments the demand of bath ware, contributing to the growth of the bathing tub market in the country.

Royal Manufacturing, an American manufacturing company of bath ware, employed a direct-to-builder strategy for delivering premium products at competitive prices to the construction industry of the U.S. The company supports the approach with custom manufacturing facilities throughout Texas, Florida, and North Carolina to strengthen its position in the U.S. market.

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Europe is considered as the second largest region, holding a significant share in the market. The rapid construction of hotels and private rooms in the region is expected to propel the demand for bathtubs in the region. According to a survey report published by Hotel Magazine of Europe in June 2022, Europe's hotel construction pipeline has 1,706 and 265,818-room projects. The European hotel construction pipeline currently has 817 hotels and 131,772 rooms under construction, with 413 hotels and 60,397 rooms expected to begin construction within the next 12 months.

Europe is the global leader in international tourism, accounting for roughly two-thirds of international tourist arrivals worldwide. Hence, growing tourism in European countries post pandemic situation is also expected to positively affect the market growth.

List of Key Companies in Bathtub Market

Progressive Focus on Practicing Sustainable Solutions to Expand Product Reach

The leading companies in the market are focusing on sustainable business practices, partnerships, and innovation for growth in the market.

Key players are progressively focusing on practicing sustainable business activities by manufacturing bath ware products with high quality raw materials, which can be recycled in future. The companies are continuously concentrating to improve their recycling techniques, which help them to retain a good position in the overall market.

For instance, in March, 2021, TOTO LTD announced its participation in the globe’s largest fair focusing on bath, toilet, building, indoor heating, air conditioning, and renewable energy. The event has helped the company to meet the increasing expectations for sanitation across the globe in the coming years.

LIST OF KEY COMPANIES PROFILED:

• Toto Ltd. (Japan)


• Royal Manufacturing (U.S.)


• Villeroy & Boch Group (Germany)


• RAK Ceramics (UAE)


• American Bath Group (U.S.)


• Geberit AG (Switzerland)


• Porcelanosa Group (Spain)


• LAUFEN Bathrooms AG (Switzerland)


• Jacuzzi Inc. (U.S.)


• Kohler Co. (U.S.)

KEY INDUSTRY DEVELOPMENTS:

• October 2023: The German bathroom and kitchen fixtures brand announced that they are all prepped up to establish a manufacturing facility in India. The company planned to commence operations in the country with an assembly line in Pune, Maharashtra by the first quarter of 2024, with lines for basin mixers, bath mixers and overhead showers.


• November 2022: Fox Valley Home Services launched a new acrylic walk-in bathtub product designed for adults of all ages and capabilities.


• September 2022: Kaldewei launched its new Meisterstück Oyo Duo bathtub and the product is made from recyclable Kaldewei steel enamel.


• January 2022: Kohler, a kitchen and bathroom fixtures company, launched the PerfectFill technology bathtub. The bathtub has voice command technology that uses Alexa to fill and remove water into and from the bathtub.


• October 2021: Porcelanosa Group made strides in Mexico with new designs of ceramics and tiles, including construction systems, sustainable bathrooms, and infinite kitchens, among others. The company undertakes product diversification to offer a vast selection of products ranging from kitchen and bathroom equipment to its customers. The products are conceived and designed to meet the expectations, tastes, and needs of consumers.


• April 2021: TOTO LTD. established TOTO WILL 2030, a new shared value creation strategy. The strategy was aimed at realizing a sustainable society and healthy, comfortable, and clean lifestyles by 2030. With important issues of relationships, environment, and cleanliness and comfort, the company strives to integrate ‘Global Environmental Vision’ into their management.

REPORT COVERAGE

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The research report analyzes the market in-depth and highlights crucial aspects such as prominent companies, product types, sales channels, and market dynamics. Besides this, the report provides insights into the bathtub market trends and highlights significant industry developments. In addition to the aspects mentioned earlier, the report encompasses several factors contributing to market growth.

Report Scope & Segmentation