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2023

North America and Europe Bathtub Market

North America and Europe Bathtub Market By Type (Freestanding Bathtubs, Alcove Bathtubs, Drop-in Bathtubs, Corner Bathtubs, and Shower), Material (Marble, Acrylic, Ceramic, and Others), End User (Residential and Commercial), and Distribution Channel (Offline and Online): North America and Europe Opportunity Analysis and Industry Forecast, 2022-2032

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Author's: Ashutosh Das | Roshan Deshmukh
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The North America and Europe bathtub market was valued at $5,638.1 million in 2022, and is estimated to reach $8,620.3 million by 2032, registering a CAGR of 4.5% from 2023 to 2032.

A bathtub is a big water-holding container that can be used for bathing either people or animals. The vast majority modern bathtubs are made of iron, steel, porcelain-enameled steel, polyester along with fiberglass reinforcement, or acrylic that has been thermoformed. As consumers think bathtubs are a great stress-relieving tool, customers are using them more regularly. Bathtubs are most frequently used in domestic homes, while their use in commercial hospitality is also rising rapidly, which is expected to notably contribute toward the North America and Europe bathtub market growth.
“Greater importance to relaxing and rejuvenation given by consumers is one of the major factors that are prompting them to install bathtubs in their homes. Innovations in bathtub technologies such as inbuilt jacuzzi and whirlpool bath features are further prompting the growth of the bathtub market.”

bathtub market

The growth of the North America and Europe bathtub market is majorly driven by multiple skin and health benefits associated with taking a bath in the bathtub. For instance, chromotherapy, commonly referred to as color therapy, uses a range of colored lights in the bathtub because different hues have different physiological effects. Colors that increase mental and physical wellness include blue and violet, whereas red and dark pink promote hunger. In addition, combining the hydrotherapy and chromotherapy modalities helps to produce a particular calming effect that elevates mood. Thus, the surge in demand for such therapies propels the demand for bathtubs, which augments the North
America and Europe Bathtub market trends. Furthermore, bathing in warm water detoxifies the body and improves the health of the liver, kidneys, colon, and lungs. In addition, taking a bath lowers body inflammation among individuals suffering from arthritis, as bathing increases hydrostatic pressure and lessens the impact of gravity on the body, which helps people to relive the pressure sensations they experience every day in their aching joints. Bathtubs have been shown to be a successful form of treatment for a variety of physical problems, and as a result, their North America and Europe Bathtub market demand is escalating rapidly.

Manufacturers of bathtubs are creating innovative designs and are incorporating new technologies in bathtubs in the North America and Europe bathtub market. For instance, Kohler unveiled a mobile application-controlled smart bathtub.

The fundamental advantage of this bathtub is that the user does not have to contact it to get water or perform other pre-bathing activities. Furthermore, by combining lighting, aroma, and artificial fog created by different essential oils, which are helpful in calming and relaxing the mind and body, this bathtub mimics the experience of a deluxe spa and a hot bathtub at home. The tub further alerts the distributor or client about any scheduled maintenance or power disruptions. These essential components boost customer satisfaction while saving the company money by lowering in-person inspections. Increased innovation will probably lead to an increase in demand for smart bathtubs, helping expand the North America and Europe Bathtub market size.

However, according to reports by a popular bathroom furnishing manufacturer, Kohler, walk-in showers are becoming highly popular as they can be used by anyone, regardless of age or mobility, which reduces the demand for and sales of bathtubs in the North America and Europe bathtub market. In addition, showers are preferred for frequent refreshment since they offer a rapid bath, whereas bathtubs are only used on the weekends when there is extra time as bathing takes longer. Furthermore, a bathtub needs twice as much water—80 to 100 gallons—for bathing, a shower only uses two-thirds of that amount, about 20 to 30 gallons. Customers switch from bathing in bathtubs to showers as a result, which acts as a key deterrent factor of the North America and Europe market. Moreover, installing a shower often costs between $815 and $930, whereas installing a bathtub costs in between $1,100 and $1,800. Thus, the demand for bathtubs is low as showers are more affordable, use less water, and are the ideal choice for a quick bath, which hampers the North America and Europe Bathtub market forecast.

One of the most prevalent recent material advancements in bathtubs is one created in Australia. These producers claim to be resolving the acrylic scarcity by fabricating bathtubs out of gel coat composites, popularly known as bathtub fabrication. Strong structural density bathtubs with a service life of at least 20 to 30 years are produced by manufacturers using these composites, which are frequently used in the aircraft, space, and marine industries. As a result, hotels, resorts, and homes are interested in purchasing these bathtubs. In addition, bathtub fabrication, which has a thickness of 5.0 mm, is simple to manufacture, UV-stable, resistant to fading, and shines white and bright for an extended period of time, which has increased its popularity significantly, especially for commercial purchasers of bathtubs in the North America and Europe bathtub market. Thus, high-quality bathtubs produced exhibiting these attributes support the market expansion and comprise of the most prominent North America and Europe Bathtub market trends.

Segment Overview

The North America and Europe bathtub market is segmented into type, material, end user, distribution channel, and region. By type, the market is classified into free-standing bathtubs, alcove bathtubs, drop-in bathtubs, corner bathtubs, and shower. Depending on material, it is categorized into marble, acrylic, ceramic, and others. As per end user, it is bifurcated into residential and commercial. According to distribution channel, it is segregated into offline channel and online channel. Region wise, the market is analyzed across North America (the U.S., Canada, and Mexico) and Europe (UK, Germany, France, Italy, Spain, and rest of Europe).  

North America and Europe Bathtub Market
By Type
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Freestanding bathtubs held the highest market share in 2022 and corner bathtubs are expected to witness the highest growth during the forecast period

By Type

Freestanding bathtubs are becoming more common in the North America and Europe bathtub market because they do not require any wall support. The fact that they are self-supporting, which enables them to be fashioned into a number of shapes and sizes, is another reason why they are becoming the ideal bath basin for a variety of home kinds, from rustic to contemporary. The ease of installation of freestanding bathtubs, which does not require installation from within the wall and speeds up installation, is another major factor driving the segment growth. Furthermore, the alcove bathtub is frequently used for giving children a bath. This is attributed to the fact that the lower level of water in these bathtubs makes bathing safer for infants and toddlers, thus providing the North America and Europe Bathtub market opportunities for growth. Thus, families with kids prefer alcove bathtubs, which drives their demand. Moreover, the fact that alcove bathtubs are positioned between three walls and less likely to tip over makes them perfect for those with disabilities. The demand for drop-in bathtubs is majorly driven by their availability in a range of shapes, sizes, and design flexibility, which acts as a significant driving force of the North America and Europe market. A drop-in tub further includes a deck built along a wall that offers storage space for bathroom essentials such as soap, towels, and other necessities, improving the convenience of bathing. These bathtubs are instead installed in a surround, which is a frame or building. As corner bathtubs are used for resting, adding bubble and whirlpool features makes them great for pampering and relaxation. This is one of the most popular corner bathtub fads in the North America and Europe bathtub market. In addition, because people enjoy resting together as a family, these bathtubs may be used by numerous people at once. Fixtures called showers in bathtubs combine a shower and a bathtub into one installation. This arrangement offers ease and flexibility in the bathroom by allowing individuals to choose between taking a bath in a tub or a shower in the bathtub.

North America and Europe Bathtub Market
By Material
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Ceramic bathtubs held the highest market share in 2022 and acrylic bathtubs are expected to witness the highest growth during the forecast period

By Material

Marble bathtubs are gaining high traction in the North America and Europe bathtub market due to their aesthetically pleasing appearance. Marble floors and bathroom accessories, especially marble bathtubs, produce a luxuriant atmosphere. The longevity of a marble bathtub is higher than that of other bathtubs due to marble's exceptional durability, and proper maintenance ensures that these bathtubs last for a prolonged period. Acrylic tubs are well-liked due to their adaptability; this substance is simple to mold into a variety of shapes and styles, enabling manufacturers to create acrylic bathtubs with a wide range of options. Moreover, because acrylic bathtubs are less expensive to produce than traditional bathtubs, they are more inexpensive than traditional bathtubs. The ceramic bathtub is becoming more popular due to its appealing appearance and holds the highest North America and Europe Bathtub market share. Its interiors can be made to be smooth and glossy, or the customer can cover its outer part with ceramic tiles to suit their demands and bathroom design. Moreover, unlike their metal counterparts, these bathtubs do not get cold, allowing the bather to stay in the tub for a prolonged time without getting uncomfortable. Additional materials include cast polymer, fiberglass, steel, and copper. Cast polymer bathtubs are made by layering solid surfaces such as acrylic with small naturally, occurring stones to increase their durability and reduce the costs of manufacturing. Fiberglass is another popular and acceptable material used in bathtubs in the North America and Europe bathtub market. The layers of polyester resin, surface coat, and fiberglass reinforcement make up the construction of this tub. Steel bathtubs are made of a thin stamped steel shell that is covered in heat-fused porcelain enamel, commonly referred to as porcelain on steel tubs or enameled steel tubs. Copper sheets are heated before being hammered into the desired shape for the intended bathtub and are becoming increasingly popular in the North America and Europe bathtub industry.

North America and Europe Bathtub Market
By End User
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Residential segment held the highest market share in 2022 and commercial segment is expected to witness the highest growth during the forecast period

By End User

Bathtubs are installed in bathrooms of almost 50% of American families. The growth of the residential sector is being aided by increased urbanization and higher employment rate, fueling the North America and Europe bathtub industry. Furthermore, smart residential bathtubs are gaining high traction due to their touchless technology and ability to be controlled by an app or a bot. Recently, a home bathtub technology was unveiled, allowing users to command an Android app or an Alexa bot to change the lights, temperature, and water flow. Social media is influencing customers to book opulent bathing experiences while traveling, which has become popular in recent years. Hotels and lodging facilities have installed bathtubs to improve the mood and draw in more customers as people's desire to travel and their propensity to blog about it on social media platforms have increased. Current market trends include bathtub therapies and treatments, including spa, hydrotherapy, and chromotherapy. Moreover, skin therapy in the bathtub using beer rather than water is becoming highly popular in the North America and Europe bathtub market.

Offline sales channels have a number of benefits, such as the ability to rapidly deliver bathtubs to clients' homes and quickly return bathtubs that are damaged. In addition, customers can visit stores to check the quality and compare bathtubs with other options. In addition, customers are more satisfied since salespeople provide them individualized attention and recommendations to help them choose the right bathtubs. In addition, there are additional participants in the offline bathtub supply chain. Offline retailers provide bathtub customization services. The online bathtubs industry is impacted by the developing market trend known as direct-to-customer in the North America and Europe bathtub market. The most popular way to buy bathtubs is online. This is attributed to the fact that online platform makes it simple to access benefits, including product information, time-saving tools, and the potential for home delivery.

Furthermore, increase in number of internet sites that sell bathtubs and surge in number of netizens notably contribute toward the growth of the market. In addition, the internet sales channel has increased client reach; as a result, it has become a more significant source of income for many companies.

North America and Europe Bathtub Market
By Region
2032
North America 
Europe

Residential segment held the highest market share in 2022 and commercial segment is expected to witness the highest growth during the forecast period

By Region

According to American home renovators, bathrooms are mostly used for unwinding. Because Americans believe that soaking in bathtubs or spending a lot of time in showers relaxes their bodies and minds, bathtubs and showers are important bathroom fixtures in this country. Moreover, remodeling bathrooms is the most common activity, with 90% of homeowners choosing to upgrade their bathroom decor to take advantage of the most recent improvements in bathroom technology. As a result, remodeling bathrooms is common, which is increasing demand for new bathtubs in the area. Europe has a more advanced economy, and the region places emphasis on making smart bathtubs and bathrooms. To obtain items of the best quality, consumers in the region prefer to install bathtubs made by well-known local and worldwide bathroom fittings manufacturers in their homes, which supports the growth of the premium bathtub segment. This region's higher affordability and quality of life are anticipated to present profitable prospects to engaged players.

Some of the major players analyzed in this report are Jaquar Group., Kohler Co., ROCA SANITARIO, S.A., Americh, Inc., Jacuzzi Brands, LLC, OVE Decors ULC, RAK Ceramics PJSC, Toto Ltd., Villeroy & Boch AG, and Victoria & Albert Baths Limited.

KEY BENEFITS FOR STAKEHOLDERS

  • The report provides a quantitative analysis of the current trends, estimations, and dynamics of the market size from 2022 to 2032 to identify the prevailing opportunities.
  • The Porter’s five forces analysis highlights the potency of buyers and suppliers to enable stakeholders to make profit-oriented business decisions and strengthen their supplier–buyer network.
  • In-depth analysis and the market size and segmentation assist to determine the prevailing bathtub products market opportunities.
  • The major countries in each region are mapped according to their revenue contribution to the bathtub products market. 
  • The market player positioning analysis facilitates benchmarking and provides a clear understanding of the present position of the market players in the bathtub products industry.

North America and Europe Bathtub Market Report Highlights

Aspects Details
North America and Europe Bathtub Market By Region
By Region
  • North America  
  • Europe  
North America and Europe Bathtub Market By Type
By Type
  • Freestanding Bathtubs
  • Alcove Bathtubs
  • Drop-in Bathtubs
  • Corner Bathtubs
  • Shower
North America and Europe Bathtub Market By Material
By Material
  • Marble
  • Acrylic
  • Ceramic
  • Others
North America and Europe Bathtub Market By End User
By End User
  • Residential
  • Commercial
North America and Europe Bathtub Market By Distribution channel
By Distribution channel
  • Offline
  • Online

Analyst Review

As per the insights of the CXOs, the progress and development of intelligent bathtubs that can be controlled via a mobile application or by speaking to the Google bot, Alexa. The primary feature of these bathtubs is not only the mobile application but they can also simulate the sense of a premium spa or any hot bathtub at home. Furthermore, these baths use essential oils to produce the scent and artificial fog to provide the user with a similar exquisite experience. Moreover, with the integration of the Internet of Things, these bathtubs and smart bathrooms have become efficient in offering a calming and quiet environment to consumers. 

The CXOs further added that with the advent of new technology, the use of bathtubs is diminishing at a slower rate, as there are numerous smart showers in the market that are mostly used for rapid deep soaking. Bathtubs have thus been replaced with smart showers, which is projected to limit the market growth of bathtubs. 

However, the COVID-19 pandemic has caused a paradigm shift in bathroom designs as well as the materials used to make bathtubs, as the last pandemic in the late 1800s replaced wooden bathroom furniture with tile and enamel to resist germs and bacteria. Similarly, this pandemic is changing the bathroom trend toward touch-free technology such as motion detectors, sensor-driven, and voice-controlled bathroom fixtures to reduce the likelihood of touching the surface.

Author Name(s) : Ashutosh Das | Roshan Deshmukh
Frequently Asked Questions?

The North America and Europe Bathtub Market was valued at $5,638.1 million in 2022, and is estimated to reach $8,620.4 million by 2032, registering a CAGR of 4.5% from 2023 to 2032.

The global North America and Europe Bathtub Market registered a CAGR of 4.5% from 2023 to 2032.

Raise the query and paste the link of the specific report and our sales executive will revert with the sample.

The forecast period in the North America and Europe Bathtub Market report is from 2023 to 2032.

The top companies that hold the market share in the North America and Europe Bathtub Market include Jaquar Group., Kohler Co., Roca Sanitario, S.A., Americh, Inc., Jacuzzi Brands, Llc, And Ove Decors Ulc.

The North America and Europe Bathtub Market report has 4 segments. The segments are type, material, end user, and distribution channel.

The emerging countries in the North America and Europe Bathtub Market are likely to grow at a CAGR of more than 6.0% from 2022 to 2031.

North America will dominate the North America and Europe Bathtub Market by the end of 2032.

North America and Europe Bathtub Market