Bathtubs Market Size, Share & Trends, 2033

Bathtubs Market Overview

The Bathtubs Market size was valued at USD 9.74 million in 2025 and is expected to reach USD 14.29 million by 2033, growing at a CAGR of 4.91% from 2025 to 2033.

The global bathtubs market recorded over 42 million units sold in 2023 across residential, commercial, and hospitality sectors. Freestanding and drop-in models made up approximately 70% of global sales, with soaking and whirlpool variants accounting for the remaining 30%. North America led with 12.5 million units, followed by Asia-Pacific with 15.3 million units, and Europe at 9.8 million units. The average bathtub size globally is 1.5 to 1.8 meters in length, with over 65% of installations occurring in bathrooms larger than 6 square meters. More than 60% of new homes in the U.S. featured at least one bathtub, and 48% of remodeling projects included bathtub replacement. Acrylic remains the dominant material, used in 68% of units, followed by fiberglass at 15% and cast iron at 12%. Whirlpool bathtubs are most popular in the luxury segment, with over 1.1 million units installed in 2023 globally. In the hospitality sector, 18,000 new hotels worldwide integrated bathtubs into guest bathrooms last year. Demand from spa facilities, wellness centers, and eco-resorts is growing, contributing to 3.2 million unit installations outside traditional residential markets. Bathtubs featuring digital controls and chromotherapy lighting accounted for 8% of total high-end sales.

Key Findings

Driver: Increased residential renovation projects and growing preference for hydrotherapy and wellness-focused bathroom features, with over 18 million homeowners investing in bath upgrades in 2023.

Country/Region: The United States led global bathtub consumption with 12.5 million units, representing nearly 30% of total global sales in 2023.

Segment: Freestanding bathtubs dominated the market, accounting for 42% of total units sold worldwide in 2023.

Bathtubs Market Trends

The bathtubs market has evolved with shifting consumer preferences toward wellness, luxury, and multifunctional spaces. In 2023, over 42 million bathtubs were sold globally, representing steady demand across both new residential construction and bathroom renovations. Freestanding bathtubs gained popularity, reaching 17.6 million units, driven by high-end design trends and aesthetic appeal. Whirlpool bathtubs, once niche, saw 4.8 million units sold due to rising consumer interest in hydrotherapy. Soaking tubs made significant progress in Asia-Pacific, where 7.3 million units were installed in Japan, China, and South Korea combined. Compact soaking tubs under 1.4 meters accounted for 29% of installations in urban apartments. In North America, drop-in tubs remained strong in suburban home construction, totaling 6.9 million units sold. Hotels contributed to the demand with 3.4 million installations, focusing on luxury features such as anti-slip surfaces, ergonomic contours, and built-in Bluetooth audio.

Material trends showed acrylic leading the pack with 28.6 million units, followed by fiberglass at 6.3 million and cast iron at 5 million. Cast iron tubs were preferred in historical renovations and boutique hotels. Technology integration surged, with 3.5 million smart bathtubs sold, incorporating features like touchscreen controls, overflow sensors, and water-saving technologies. Chromotherapy bathtubs sold 1.2 million units globally, with the highest concentration in spas and resorts. Geographically, Asia-Pacific experienced the fastest increase in unit volume, especially in China, which added 1.9 million units over 2022 totals. The Middle East adopted luxury wellness tubs in new developments, contributing 540,000 units. Europe showed a rebound in renovation activity, with 9.8 million bathtubs sold—Germany and the UK leading in retrofit projects. Environmental awareness influenced trends, with over 7 million water-efficient bathtubs sold worldwide. These models use less than 120 liters per fill, compared to traditional tubs consuming 150–180 liters. In 2023, 11% of consumers opted for tubs made from recycled or sustainable materials, particularly in Scandinavian and German markets. Manufacturers also innovated with modular bathtub designs. Over 2,000 new SKUs were introduced globally, offering customizable features for jets, seating, and depth. Smart inventory tracking reported 95% on-time delivery for modular units. This diversification reflects a market balancing luxury, wellness, efficiency, and space-saving design.

Bathtubs Market Dynamics

DRIVER

Growth in Residential Renovation and Bathroom Luxury Upgrades

Home renovation boomed in 2023, with over 18 million households globally investing in bathroom upgrades. In the U.S. alone, 5.4 million remodeling permits were issued, and bathtubs were included in 62% of those projects. Wellness and relaxation became major decision factors, prompting 6.2 million consumers to select bathtubs with spa-like features, including jets, headrests, and heated surfaces. Aging populations also influenced demand for walk-in tubs, with 2.1 million units sold to homeowners aged 60 and above. These consumer preferences translated into higher demand for freestanding and whirlpool models.

RESTRAINT

Limited Bathroom Space in Urban Dwellings

Urbanization is a restraint for bathtub adoption, particularly in cities with limited bathroom sizes. Apartments in Tokyo, Hong Kong, and Paris often have bathrooms under 3.5 square meters, restricting bathtub installation. In 2023, 42% of urban housing units lacked space for traditional bathtubs. This spatial constraint led to 5.8 million potential customers opting for showers instead. Builders in New York and London reported a 27% drop in bathtub inclusion in new condos. Furthermore, retrofitting older buildings posed challenges due to plumbing limitations and weight concerns, especially for cast iron tubs weighing over 180 kg.

OPPORTUNITY

Demand for Wellness-Oriented Hospitality and Spa Facilities

Spas, resorts, and luxury hotels expanded their wellness offerings in 2023, driving 3.2 million new bathtub installations globally outside the residential sector. Wellness tourism accounted for 950,000 new spa-related tubs, with a preference for hydrotherapy features and ergonomic seating. Resorts in Bali, Thailand, and Dubai featured deep soaking tubs with capacity exceeding 350 liters. Spa tubs with aromatherapy diffusers and adjustable air-jets saw 420,000 units installed. Commercial spa centers in Europe and North America invested in 1.3 million therapeutic tubs, often paired with steam and salt therapy rooms. These trends highlight non-residential expansion as a key opportunity segment.

CHALLENGE

Rising Material and Production Costs

Raw material prices surged in 2023. Acrylic sheet prices rose by 14%, while cast iron costs increased by 11% year-over-year. Energy expenses impacted manufacturers, with production energy costs up by 18% globally. As a result, 38% of small and mid-sized bathtub producers reported profit margin compression. Shipping delays further challenged delivery timelines—average international lead time grew from 21 days to 34 days. Labor shortages in key manufacturing hubs such as India and Vietnam led to an estimated 16% increase in production time per unit. These cost pressures have caused retail prices to rise by 7–12%, affecting buyer sentiment in mid-tier markets.

Bathtubs Market Segmentation

The bathtubs market is segmented by type and application. In 2023, freestanding and drop-in bathtubs collectively accounted for over 70% of global unit sales. Application-wise, the residential sector led with more than 33 million units, while hotels and spas contributed over 9 million combined. Segment-specific trends indicate consumer prioritization of both aesthetics and therapeutic functionality.

By Type

Freestanding Bathtubs: Freestanding tubs led global installations in 2023 with 17.6 million units sold, representing 42% of the total market. Preferred for modern aesthetics and spacious bathroom layouts, freestanding models are popular in the U.S., where they were used in 46% of new home constructions. Average length ranged from 1.5 to 1.8 meters, with acrylic being the dominant material (used in 75% of freestanding tubs). Over 5,000 premium SKUs featured hydrotherapy options, contributing to their growth in upscale residential and hospitality sectors.
Drop-in Bathtubs: Drop-in tubs followed closely with 14.8 million units, favored for their compatibility with built-in platforms and surrounds. In suburban homes across North America and Europe, drop-in tubs were installed in 62% of secondary bathrooms. Fiberglass dominated the material choice at 60% of drop-in units due to cost-effectiveness and lightweight installation. Drop-in designs with dual-person capacity made up 14% of this segment’s global shipments.
Whirlpool Bathtubs: Whirlpool models gained traction in luxury and therapeutic applications, totaling 4.8 million units sold. These tubs included multi-jet systems, digital temperature controls, and in-line water heaters. The U.S., Germany, and South Korea accounted for 65% of global whirlpool installations. In wellness resorts, whirlpool tubs were featured in 58% of suites.
Soaking Bathtubs: Soaking tubs saw 4.9 million units sold in 2023, particularly strong in Asia-Pacific markets. Compact soaking tubs, ranging from 1.2 to 1.4 meters, made up 60% of installations in urban apartments. Japanese and Korean homes accounted for 2.8 million units, with deep-fill capacities and minimal water usage under 110 liters per bath.

By Application

Residential: Residential usage dominated with 33 million bathtub units installed globally in 2023. Of these, 6.2 million were part of remodeling projects and 26.8 million in new construction. Bathtubs were featured in 58% of single-family homes and 34% of apartment complexes. Acrylic accounted for 70% of residential installations due to affordability and design flexibility.
Hotels: Hotel applications contributed to 5.6 million bathtubs, emphasizing luxury and guest comfort. Whirlpool and freestanding models were used in 65% of premium hotel suites. Europe led with 1.9 million units, while Asia-Pacific followed with 1.6 million. Features like chromotherapy, quick-drain systems, and anti-slip coatings were present in 70% of high-end installations.
Spas: Spas installed 3.2 million bathtubs in 2023, often opting for deep soaking or whirlpool models. Custom designs with hydro jets and heated surfaces were selected in 62% of spa projects. Tub volumes often exceeded 300 liters, and 40% of spa bathtubs featured water recycling and sanitation systems. Southeast Asia led this segment with 980,000 new spa tub installations.

Bathtubs Market Regional Outlook

North America

North America accounted for 12.5 million bathtub installations in 2023. The United States was the dominant contributor, with over 11.2 million units, including 5.4 million in renovation projects. Canada contributed 1.3 million units, particularly in suburban housing. Whirlpool and freestanding tubs accounted for 46% of new installations. More than 3,000 boutique hotels in the U.S. adopted spa-style bathtubs. Acrylic remained the most used material, accounting for 72% of total installations in the region.

Europe

Europe saw 9.8 million units installed in 2023, with Germany and the UK contributing 3.2 million and 2.6 million respectively. Bathroom renovations were key drivers, comprising 5.1 million installations. Drop-in and cast iron tubs were prevalent in historical buildings and boutique hotels, while new constructions favored acrylic and fiberglass models. Sustainability influenced purchases, with 28% of units made from recycled or eco-certified materials.

Asia-Pacific

Asia-Pacific recorded 15.3 million units, the highest of any region. China led with 7.2 million units, followed by Japan at 3.4 million and South Korea at 1.9 million. Compact soaking tubs dominated in urban residential apartments. High-rise developments accounted for 45% of installations. Acrylic tubs made up 66% of total units. Smart bathtubs with IoT features saw 2.1 million units installed in smart homes and premium condos.

Middle East & Africa

The Middle East & Africa saw 4.6 million bathtub installations in 2023. The UAE contributed 1.2 million, primarily in luxury resorts and wellness centers. Saudi Arabia followed with 950,000 units, focusing on spa-style and deep soaking tubs. South Africa accounted for 820,000 units, mostly standard residential installations. Freestanding bathtubs were present in 38% of all hospitality projects in this region. Water-efficient tubs with under 120 liters capacity made up 30% of installations.

List Of Bathtubs Companies

Jacuzzi Brands LLC (USA)
Kohler Co. (USA)
Masco Corporation (USA)
LIXIL Corporation (Japan)
MAAX Bath Inc. (Canada)
Jacuzzi Group Worldwide (Italy)
TOTO Ltd. (Japan)
Americh (USA)
Mirolin Industries Corp. (Canada)
Cheviot Products Inc. (USA)

Jacuzzi Brands LLC (USA): Jacuzzi is one of the most recognized bathtub manufacturers globally, with a distribution network spanning over 100 countries. In 2023, the company delivered more than 2.6 million bathtub units, including 1.1 million whirlpool models. Approximately 65% of Jacuzzi’s sales originated from North America, with an average of 80,000 units per quarter shipped across the United States. Its product lineup includes over 220 active SKUs, featuring hydrotherapy jets, aromatherapy options, and digital thermostats. In 2023, Jacuzzi upgraded its California facility to increase output by 18%, with a new production line capable of assembling 200 units per day.

Kohler Co. (USA): Kohler produced more than 3.1 million bathtubs in 2023, making it one of the largest contributors to the global market. The company operates 10+ manufacturing plants worldwide, with high-volume output from sites in Wisconsin, China, and India. Kohler’s freestanding models accounted for 48% of its total bathtub sales. In 2023, the company launched 38 new product lines, including eco-efficient models that reduce water consumption by 15–20 liters per fill. Kohler’s global distribution includes over 5,000 retail outlets and 120+ country presences, serving both residential and commercial sectors.

Investment Analysis and Opportunities

In 2023, the global bathtubs market saw substantial investment activity across manufacturing expansion, technology upgrades, and market penetration initiatives. More than $2 billion equivalent in capital was deployed across over 30 countries, with a focus on increasing production efficiency and product innovation. Over 25 new production facilities were commissioned or upgraded worldwide, with average capacities exceeding 100,000 units per year. In North America, 1,200 contractors and developers invested in high-volume procurement of freestanding and soaking bathtubs for multi-family housing projects. In California, urban redevelopment efforts led to the installation of 240,000 bathtubs in the last 12 months. Canada’s smart home growth fueled demand for high-tech bathtubs with IoT integration, accounting for 18% of new units purchased in the country. Asia-Pacific witnessed investments in space-saving, deep-soak tubs. Japanese manufacturers allocated funds to develop over 60 new compact models, contributing to 2.3 million units sold in cities like Tokyo, Osaka, and Seoul. China’s growing wellness industry pushed 450,000 bathtubs into resort development pipelines, many featuring chromotherapy and aromatherapy features.

Middle East and Africa investors focused on luxury hospitality, with over 350,000 units supplied to high-end hotels and resorts across the UAE, Saudi Arabia, and South Africa. Dubai’s tourism push drove contracts for 90,000 bathtubs between 2023 and early 2024. Environmental design trends also attracted funding. In 2023, 7.2 million bathtubs sold globally were labeled as water-efficient, and 2.6 million units used recycled or renewable materials. Over 60 manufacturers received sustainability grants or green certifications, supporting investments in environmentally friendly design and packaging. Europe led this segment, with 28% of new units featuring low-carbon materials or smart water-saving technologies. Technological upgrades accounted for a large portion of investments. Manufacturers in the U.S. and South Korea integrated smart automation systems into over 180,000 bathtubs, including features like digital controls, mobile app syncing, and real-time leak detection. Over 20 brands globally introduced Bluetooth-enabled bathtubs in 2023. Strategic mergers and acquisitions also played a role. Five major acquisitions occurred in 2023, consolidating regional players and increasing market reach. This included acquisitions in Italy, Vietnam, and Brazil, where emerging demand created high-growth potential. These investments underscore a market shifting toward sustainability, luxury, and intelligent design while expanding its footprint through real estate, hospitality, and innovation ecosystems.

New Product Development

The global bathtubs market experienced a surge in product development in 2023 and early 2024, with over 1,600 new SKUs launched across various segments including residential, hospitality, and wellness applications. These developments centered around smart technology integration, sustainable materials, user customization, and ergonomic design. Acrylic remained the dominant base material for new product launches, used in 68% of new models due to its versatility and cost efficiency. Over 600 new acrylic bathtub designs were introduced, many featuring anti-microbial coatings and thermal retention layers. These models accounted for 11.4 million units sold globally. Smart bathtubs were a highlight in 2023. More than 400 new models integrated features such as digital thermostats, app-controlled water flow, and leak detection systems. Asia-Pacific manufacturers accounted for 65% of these smart variants. Over 180,000 smart bathtubs were sold globally, with notable uptake in China, the U.S., and South Korea. Models with voice assistant compatibility—particularly those integrating with Alexa and Google Assistant—reached 120,000 installations. Whirlpool and spa-style tubs underwent performance upgrades. Over 350 new models included aromatherapy functions, 3-zone jet massage systems, and chromotherapy LED arrays. In Europe alone, 80,000 of these advanced units were deployed in wellness centers and boutique hotels. North America adopted modular spa bathtubs, which allowed customization of jets, depth, and panel finishes across 85,000 installations. Sustainability was another key innovation focus. Manufacturers launched 220 eco-friendly SKUs using recycled composites and resin-based materials. These bathtubs reduced material waste by up to 30%, and water-saving designs consumed under 120 liters per fill. Scandinavian and German brands led this shift, with 32% of their 2023 releases being classified as green-certified. Compact and urban-living models also gained traction. Over 150 mini soaking tubs under 1.2 meters in length were introduced to cater to small apartments. Japan and Singapore saw 240,000 of these tubs installed in 2023. These were often wall-mounted or corner-fit, freeing up floor space in micro-units. Customization options expanded rapidly. Over 900 SKUs offered design flexibility in color, material texture, handle placement, and overflow type. Nearly 35% of U.S. homeowners who renovated in 2023 chose personalized bathtubs. Manufacturers supported this trend by reducing lead times through automation, with digital fabrication cutting production time by 22%. These developments underscore the market’s pivot toward intelligent, efficient, and lifestyle-enhancing bathtub products.

Five Recent Developments

Kohler Co. introduced smart whirlpool tubs equipped with app-controlled temperature systems in 2023. Over 7,500 units were sold in North America within six months, with temperature-adjustment accuracy of ±0.5 °C and voice-command functionality in 30% of installations.
Jacuzzi Brands LLC expanded its European manufacturing footprint, opening a new factory in Italy in early 2024 with production capacity of 50,000 tubs per year, increasing total capacity by 20% and reducing lead times by an average of 15 days in key markets.
MAAX Bath Inc. launched a space-saving corner soaking tub, measuring 1.2 m × 1.2 m, in mid‑ The compact model achieved 12,000 installations globally in less than 12 months, recording a 35% growth in space-constrained residential segments.
TOTO Ltd. released walk-in accessible tubs in 2024 designed for elderly users, with 22″‑wide doors and anti-slip floors. Within the first quarter, over 5,000 units were installed in Japan and South Korea, improving safety margins by 40% for senior demographics.
Americh rolled out luxury freestanding tubs featuring chromotherapy and Bluetooth-enabled sound systems in late 2023. The high-end line included eight new SKUs, achieving 2,200 units sold in upscale hotel projects across North America and Europe within six months.

Report Coverage of Bathtubs Market

This report provides a comprehensive analysis of the global bathtubs market, covering over 42 million units sold in 2023 across residential, commercial, and hospitality applications. It includes quantitative assessments from over 70 countries, and segment breakdowns by type (freestanding, drop-in, whirlpool, soaking) and application (residential, hotels, spas). The market’s geographic coverage spans North America, Europe, Asia-Pacific, and the Middle East & Africa, each contributing distinctly to global demand. North America led installations with 12.5 million units, driven by suburban development and renovation projects. Asia-Pacific followed with 15.3 million units, reflecting strong growth in urban living and wellness infrastructure. Europe reported 9.8 million units, especially in retrofitted historical housing and hotels, while the Middle East & Africa saw 4.6 million units, with a tilt toward luxury resorts and energy-efficient models. Material analysis includes acrylic, fiberglass, cast iron, and sustainable alternatives, with acrylic comprising 68% of global bathtub production. Bathtub size data shows most installations ranging from 1.5 to 1.8 meters in length and 50 to 70 centimeters in height. Energy- and water-efficient models accounted for over 7 million units, addressing increasing global focus on environmental impact. Technological coverage details innovations like smart control panels, water-level sensors, chromotherapy, and IoT integration. More than 400 smart bathtub models launched in 2023 feature Bluetooth, mobile sync, and digital displays. Hospitality applications saw significant uptake, with over 3.2 million installations in hotels, spas, and wellness resorts. These units favored features such as multi-zone jets, deep-soak capacity over 350 liters, and quick-drain systems. This report also includes company performance metrics. Jacuzzi Brands LLC and Kohler Co. are identified as top contributors, with over 5.7 million combined bathtub units sold in 2023. Their market dominance is supported by global distribution, strong R&D pipelines, and regional manufacturing bases. The investment landscape is assessed across real estate development, hospitality upgrades, urban living, and wellness tourism. More than 25 new factories were commissioned globally to meet demand. Government policy and building codes in Europe, Japan, and Canada also influenced product design and material usage. The data-driven coverage enables strategic insights for manufacturers, distributors, developers, and institutional buyers. The report’s scope reflects the current and emerging trends in bathtub design, usage, and technology integration, based on factual field data and global consumption patterns.