Bathtub Market Size and Outlook 2031

Report Description

Forecast Period	2027-2031
Market Size (2025)	USD 10.02 Billion
CAGR (2026-2031)	4.75%
Fastest Growing Segment	Commercial
Largest Market	North America
Market Size (2031)	USD 13.24 Billion

Market Overview

The Global Bathtub Market will grow from USD 10.02 Billion in 2025 to USD 13.24 Billion by 2031 at a 4.75% CAGR. A bathtub is a permanent or freestanding plumbing fixture designed to hold water for the purpose of full-body immersion and bathing. The market for these fixtures is primarily propelled by consistent growth in the residential construction sector and a sustained robust demand for home remodeling projects that transform functional bathrooms into wellness retreats. These foundational drivers are further supported by rising disposable incomes, which enable homeowners to invest in high-quality sanitary ware. According to the National Kitchen & Bath Association, in 2024, residential kitchen and bath spending was projected to reach $175.4 billion, underscoring the substantial economic activity underpinning this industry.

However, a significant challenge impeding market expansion is the prevalence of spatial constraints in modern urban dwellings, which often necessitate space-saving solutions. This limitation frequently compels property owners and developers to prioritize vertical walk-in showers over traditional tubs to maximize usable floor area. Consequently, the reduction in bathroom footprint within high-density housing developments continues to restrict volume growth for the standard bathtub segment globally.

Key Market Drivers

The surge in residential real estate and construction activities acts as a primary catalyst for the global bathtub market, as new housing developments directly necessitate the installation of essential plumbing fixtures. This driver is particularly potent in regions experiencing population growth, where developers are compelled to increase housing supply, thereby generating consistent volume demand for standard and alcove bathtubs. The correlation between housing supply and market performance is evidenced by recent completion rates, which indicate the steady entry of new inventory requiring sanitary ware. According to the U.S. Census Bureau, July 2024, in the 'Monthly New Residential Construction, June 2024' report, privately-owned housing completions reached a seasonally adjusted annual rate of 1,710,000. This substantial influx of finished residential units underscores a steady pipeline for bathtub procurement, sustaining manufacturing output and sales volume for the mass-market segment.

Increasing consumer expenditure on home renovation and remodeling further propels the industry, shifting the market focus from basic utility to luxury and wellness. Homeowners are increasingly upgrading dated bathrooms into spa-like retreats, driving the adoption of premium freestanding, soaking, and hydrotherapy tubs. This willingness to invest in higher-value fixtures significantly elevates market revenue, as renovation projects often prioritize the replacement of builder-grade units with sophisticated alternatives. According to Houzz Inc., March 2024, in the '2024 U.S. Houzz & Home Study', the median spend for primary bathroom renovations in the United States rose to $15,000 in 2023, reflecting an 11 percent increase year-over-year. The financial magnitude of the sector remains vast, supported by major industry leaders; according to TOTO Ltd., in 2024, the company reported net sales of 702.3 billion yen for the fiscal year ended March 31, demonstrating the robust economic activity within the global sanitary ware landscape.

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Key Market Challenges

The prevalence of spatial constraints in modern residential environments stands as a critical impediment to the global bathtub market. In high-density urban housing, developers and homeowners increasingly face a zero-sum trade-off between installing a traditional bathtub and maximizing usable floor area. As living spaces contract to maintain affordability, the large footprint required for a bathtub is frequently sacrificed in favor of vertical walk-in showers, which offer greater space efficiency and accessibility. This architectural necessity fundamentally restricts the installation volume of bathtubs in both new construction and remodeling sectors, effectively capping the market’s expansion potential in key demographics.

This contraction in market opportunity is substantiated by recent industry data highlighting shifting renovation priorities. According to the National Kitchen & Bath Association, in its "2025 Bath Trends Report," 53% of industry professionals reported that removing an existing bathtub to increase shower size is a leading design choice for expanding bathroom functionality. This statistic demonstrates a clear displacement trend where the practical demand for spacious showering zones directly erodes the installed base of bathtubs. Consequently, the prioritization of space-saving layouts over soaking fixtures continues to hamper volume growth within the standard bathtub segment.

Key Market Trends

The adoption of sustainable and recycled composite materials is reshaping the global bathtub market, driven by a manufacturing shift toward eco-friendly production and water stewardship. Manufacturers are increasingly utilizing stone resin blends and reclaimed inputs to minimize environmental impact while meeting consumer demand for responsible luxury. This trend extends beyond material composition to improved water efficiency, positioning the bathtub as a component of the circular economy rather than merely a water-intensive fixture. The economic weight of this movement is significant; according to Kohler Co., August 2025, in the '2024 Global Impact Report', sales from water-efficient products and those with recycled content contributed to more than $1.65 billion in sales, reflecting the commercial viability of green sanitary ware solutions.

Simultaneously, there is a distinct preference for sculptural freestanding tubs as design centerpieces, fundamentally altering bathroom layouts. Unlike traditional alcove installations that blend into the architecture, these fixtures are selected to stand alone as statement furniture, favoring contemporary silhouettes over vintage aesthetics. This design evolution prioritizes clean lines and geometric forms that define the visual hierarchy of the space, moving specifically toward modern shapes. This aesthetic shift is quantified by recent consumer choices; according to Houzz Inc., September 2025, in the '2025 U.S. Houzz Bathroom Trends Study', freestanding flat-bottom tubs remain the most popular style for renovated bathrooms, chosen by 45 percent of renovating homeowners.

Segmental Insights

The commercial segment is the fastest-growing category in the global bathtub market, driven by substantial expansion across the hospitality and wellness sectors. Rising investments in hotels, resorts, and spa facilities create a steady demand for durable bathing fixtures suitable for high-traffic environments. Furthermore, the growth of wellness tourism encourages accommodation providers to install improved bathroom amenities to enhance guest satisfaction. This ongoing development in commercial infrastructure, particularly in emerging economies, ensures that demand from the commercial sector expands more rapidly than residential requirements.

Regional Insights

North America maintains a dominant position in the Global Bathtub Market, driven by consistent consumer investment in residential remodeling and home improvement activities. The region experiences high demand for replacement fixtures as homeowners upgrade aging infrastructure to meet contemporary design preferences. Additionally, strict adherence to safety and performance standards established by organizations such as the American Society of Mechanical Engineers ensures high product quality, which sustains consumer trust. This strong ecosystem of domestic manufacturing and standardized compliance secures North America as the primary revenue generator in the global sector.

Recent Developments

In July 2025, the Roca Group reached an agreement to acquire a majority stake in Antonio Lupi Design, a leading Italian brand renowned for its luxury bathroom furniture and bathtubs. The acquisition was executed through the group's premium subsidiary, Laufen, and aimed to reinforce its foothold in the high-end segment of the global market. While the Italian firm was set to maintain its operational independence and distinct brand identity, the partnership was established to accelerate its international expansion by leveraging the Roca Group's extensive global distribution network. This strategic move underscored the company's commitment to consolidating its leadership in design-driven, luxury bathing solutions.
In March 2025, Duravit unveiled its new "Balcoon" bathroom collection at the ISH trade fair in Frankfurt, developed in collaboration with a distinguished international designer. The collection was designed to bring premium aesthetics to the mid-market segment, featuring a range of products including bathtubs, washbasins, and furniture. The bathtubs in this series were characterized by a blend of architectural geometry and soft curves, utilizing the company's specialized materials to ensure durability and a refined finish. This launch highlighted the company's strategy to offer designer-led, high-quality bathing solutions that incorporated sustainable technologies and earthy color palettes such as "Clay Terra Matt."
In November 2024, LIXIL Corporation launched an innovative bathroom space concept named "bathtope," which featured a pioneering foldable fabric bathtub. Released to celebrate the centennial of the company's water and tile business, this product allowed users to flexibly transform their bathroom from a shower space to a soaking area by unfolding the fabric tub. The design utilized a durable waterproof fabric structure that conformed to the user's body and could be compactly stored when not in use. This launch introduced a new category of flexible bathing solutions to the market, addressing the constraints of smaller living spaces while reducing water consumption compared to traditional rigid bathtubs.
In March 2024, Villeroy & Boch, a prominent German manufacturer of ceramics, successfully completed the acquisition of the operating companies of the Ideal Standard Group. This strategic consolidation, which was finalized after receiving necessary antitrust approvals, integrated Ideal Standard as a separate entity within the organization. The transaction was based on a company valuation of approximately €600 million and was financed through a combination of existing liquid funds and debt. This merger significantly expanded the company's position in the global bathtub and bathroom products market, doubling the revenue of its Wellness Division and strengthening its regional presence across Europe and the Middle East.

Key Market Players

Kohler Co.
TOTO LTD
LIXIL Group Corporation
Duravit AG
Jacuzzi Brands LLC
Roca Sanitario, S.A.U.
Delta Faucet Company
American Bath Group LLC
Villeroy & Boch AG
Bains Ultra Inc.

By Product Type	By Material	By End User	By Distribution Channel	By Region
Free-Standing Bathtub Alcove Bathtub Drop-In Bathtub and Corner Bathtub	Marble Acrylic Ceramic and Others (Cast Iron, Fiberglass)	Residential Commercial	Retail Distributor & Dealer Sales Exclusive Stores Online Directs Sales	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Bathtub Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Bathtub Market, By Product Type:

Free-Standing Bathtub
Alcove Bathtub
Drop-In Bathtub
and Corner Bathtub

Bathtub Market, By Material:

Marble
Acrylic
Ceramic
and Others (Cast Iron, Fiberglass)

Bathtub Market, By End User:

Residential
Commercial

Bathtub Market, By Distribution Channel:

Retail
Distributor & Dealer Sales
Exclusive Stores
Online
Directs Sales

Bathtub Market, By Region:

North America

United States
Canada
Mexico

Europe

France
United Kingdom
Italy
Germany
Spain

Asia Pacific

China
India
Japan
Australia
South Korea

South America

Brazil
Argentina
Colombia

Middle East & Africa

South Africa
Saudi Arabia
UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Bathtub Market.

Available Customizations:

Global Bathtub Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

Detailed analysis and profiling of additional market players (up to five).

Global Bathtub Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1. Product Overview

1.1. Market Definition

1.2. Scope of the Market

1.2.1. Markets Covered

1.2.2. Years Considered for Study

1.2.3. Key Market Segmentations

2. Research Methodology

2.1. Objective of the Study

2.2. Baseline Methodology

2.3. Key Industry Partners

2.4. Major Association and Secondary Sources

2.5. Forecasting Methodology

2.6. Data Triangulation & Validation

2.7. Assumptions and Limitations

3. Executive Summary

3.1. Overview of the Market

3.2. Overview of Key Market Segmentations

3.3. Overview of Key Market Players

3.4. Overview of Key Regions/Countries

3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Bathtub Market Outlook

5.1. Market Size & Forecast

5.1.1. By Value

5.2. Market Share & Forecast

5.2.1. By Product Type (Free-Standing Bathtub, Alcove Bathtub, Drop-In Bathtub, and Corner Bathtub)

5.2.2. By Material (Marble, Acrylic, Ceramic, and Others (Cast Iron, Fiberglass))

5.2.3. By End User (Residential, Commercial)

5.2.4. By Distribution Channel (Retail, Distributor & Dealer Sales, Exclusive Stores, Online, Directs Sales)

5.2.5. By Region

5.2.6. By Company (2025)

5.3. Market Map

6. North America Bathtub Market Outlook

6.1. Market Size & Forecast

6.1.1. By Value

6.2. Market Share & Forecast

6.2.1. By Product Type

6.2.2. By Material

6.2.3. By End User

6.2.4. By Distribution Channel

6.2.5. By Country

6.3. North America: Country Analysis

6.3.1. United States Bathtub Market Outlook

6.3.1.1. Market Size & Forecast

6.3.1.1.1. By Value

6.3.1.2. Market Share & Forecast

6.3.1.2.1. By Product Type

6.3.1.2.2. By Material

6.3.1.2.3. By End User

6.3.1.2.4. By Distribution Channel

6.3.2. Canada Bathtub Market Outlook

6.3.2.1. Market Size & Forecast

6.3.2.1.1. By Value

6.3.2.2. Market Share & Forecast

6.3.2.2.1. By Product Type

6.3.2.2.2. By Material

6.3.2.2.3. By End User

6.3.2.2.4. By Distribution Channel

6.3.3. Mexico Bathtub Market Outlook

6.3.3.1. Market Size & Forecast

6.3.3.1.1. By Value

6.3.3.2. Market Share & Forecast

6.3.3.2.1. By Product Type

6.3.3.2.2. By Material

6.3.3.2.3. By End User

6.3.3.2.4. By Distribution Channel

7. Europe Bathtub Market Outlook

7.1. Market Size & Forecast

7.1.1. By Value

7.2. Market Share & Forecast

7.2.1. By Product Type

7.2.2. By Material

7.2.3. By End User

7.2.4. By Distribution Channel

7.2.5. By Country

7.3. Europe: Country Analysis

7.3.1. Germany Bathtub Market Outlook

7.3.1.1. Market Size & Forecast

7.3.1.1.1. By Value

7.3.1.2. Market Share & Forecast

7.3.1.2.1. By Product Type

7.3.1.2.2. By Material

7.3.1.2.3. By End User

7.3.1.2.4. By Distribution Channel

7.3.2. France Bathtub Market Outlook

7.3.2.1. Market Size & Forecast

7.3.2.1.1. By Value

7.3.2.2. Market Share & Forecast

7.3.2.2.1. By Product Type

7.3.2.2.2. By Material

7.3.2.2.3. By End User

7.3.2.2.4. By Distribution Channel

7.3.3. United Kingdom Bathtub Market Outlook

7.3.3.1. Market Size & Forecast

7.3.3.1.1. By Value

7.3.3.2. Market Share & Forecast

7.3.3.2.1. By Product Type

7.3.3.2.2. By Material

7.3.3.2.3. By End User

7.3.3.2.4. By Distribution Channel

7.3.4. Italy Bathtub Market Outlook

7.3.4.1. Market Size & Forecast

7.3.4.1.1. By Value

7.3.4.2. Market Share & Forecast

7.3.4.2.1. By Product Type

7.3.4.2.2. By Material

7.3.4.2.3. By End User

7.3.4.2.4. By Distribution Channel

7.3.5. Spain Bathtub Market Outlook

7.3.5.1. Market Size & Forecast

7.3.5.1.1. By Value

7.3.5.2. Market Share & Forecast

7.3.5.2.1. By Product Type

7.3.5.2.2. By Material

7.3.5.2.3. By End User

7.3.5.2.4. By Distribution Channel

8. Asia Pacific Bathtub Market Outlook

8.1. Market Size & Forecast

8.1.1. By Value

8.2. Market Share & Forecast

8.2.1. By Product Type

8.2.2. By Material

8.2.3. By End User

8.2.4. By Distribution Channel

8.2.5. By Country

8.3. Asia Pacific: Country Analysis

8.3.1. China Bathtub Market Outlook

8.3.1.1. Market Size & Forecast

8.3.1.1.1. By Value

8.3.1.2. Market Share & Forecast

8.3.1.2.1. By Product Type

8.3.1.2.2. By Material

8.3.1.2.3. By End User

8.3.1.2.4. By Distribution Channel

8.3.2. India Bathtub Market Outlook

8.3.2.1. Market Size & Forecast

8.3.2.1.1. By Value

8.3.2.2. Market Share & Forecast

8.3.2.2.1. By Product Type

8.3.2.2.2. By Material

8.3.2.2.3. By End User

8.3.2.2.4. By Distribution Channel

8.3.3. Japan Bathtub Market Outlook

8.3.3.1. Market Size & Forecast

8.3.3.1.1. By Value

8.3.3.2. Market Share & Forecast

8.3.3.2.1. By Product Type

8.3.3.2.2. By Material

8.3.3.2.3. By End User

8.3.3.2.4. By Distribution Channel

8.3.4. South Korea Bathtub Market Outlook

8.3.4.1. Market Size & Forecast

8.3.4.1.1. By Value

8.3.4.2. Market Share & Forecast

8.3.4.2.1. By Product Type

8.3.4.2.2. By Material

8.3.4.2.3. By End User

8.3.4.2.4. By Distribution Channel

8.3.5. Australia Bathtub Market Outlook

8.3.5.1. Market Size & Forecast

8.3.5.1.1. By Value

8.3.5.2. Market Share & Forecast

8.3.5.2.1. By Product Type

8.3.5.2.2. By Material

8.3.5.2.3. By End User

8.3.5.2.4. By Distribution Channel

9. Middle East & Africa Bathtub Market Outlook

9.1. Market Size & Forecast

9.1.1. By Value

9.2. Market Share & Forecast

9.2.1. By Product Type

9.2.2. By Material

9.2.3. By End User

9.2.4. By Distribution Channel

9.2.5. By Country

9.3. Middle East & Africa: Country Analysis

9.3.1. Saudi Arabia Bathtub Market Outlook

9.3.1.1. Market Size & Forecast

9.3.1.1.1. By Value

9.3.1.2. Market Share & Forecast

9.3.1.2.1. By Product Type

9.3.1.2.2. By Material

9.3.1.2.3. By End User

9.3.1.2.4. By Distribution Channel

9.3.2. UAE Bathtub Market Outlook

9.3.2.1. Market Size & Forecast

9.3.2.1.1. By Value

9.3.2.2. Market Share & Forecast

9.3.2.2.1. By Product Type

9.3.2.2.2. By Material

9.3.2.2.3. By End User

9.3.2.2.4. By Distribution Channel

9.3.3. South Africa Bathtub Market Outlook

9.3.3.1. Market Size & Forecast

9.3.3.1.1. By Value

9.3.3.2. Market Share & Forecast

9.3.3.2.1. By Product Type

9.3.3.2.2. By Material

9.3.3.2.3. By End User

9.3.3.2.4. By Distribution Channel

10. South America Bathtub Market Outlook

10.1. Market Size & Forecast

10.1.1. By Value

10.2. Market Share & Forecast

10.2.1. By Product Type

10.2.2. By Material

10.2.3. By End User

10.2.4. By Distribution Channel

10.2.5. By Country

10.3. South America: Country Analysis

10.3.1. Brazil Bathtub Market Outlook

10.3.1.1. Market Size & Forecast

10.3.1.1.1. By Value

10.3.1.2. Market Share & Forecast

10.3.1.2.1. By Product Type

10.3.1.2.2. By Material

10.3.1.2.3. By End User

10.3.1.2.4. By Distribution Channel

10.3.2. Colombia Bathtub Market Outlook

10.3.2.1. Market Size & Forecast

10.3.2.1.1. By Value

10.3.2.2. Market Share & Forecast

10.3.2.2.1. By Product Type

10.3.2.2.2. By Material

10.3.2.2.3. By End User

10.3.2.2.4. By Distribution Channel

10.3.3. Argentina Bathtub Market Outlook

10.3.3.1. Market Size & Forecast

10.3.3.1.1. By Value

10.3.3.2. Market Share & Forecast

10.3.3.2.1. By Product Type

10.3.3.2.2. By Material

10.3.3.2.3. By End User

10.3.3.2.4. By Distribution Channel

11. Market Dynamics

11.1. Drivers

11.2. Challenges

12. Market Trends & Developments

12.1. Merger & Acquisition (If Any)

12.2. Product Launches (If Any)

12.3. Recent Developments

13. Global Bathtub Market: SWOT Analysis

14. Porter's Five Forces Analysis

14.1. Competition in the Industry

14.2. Potential of New Entrants

14.3. Power of Suppliers

14.4. Power of Customers

14.5. Threat of Substitute Products

15. Competitive Landscape

15.1. Kohler Co.

15.1.1. Business Overview

15.1.2. Products & Services

15.1.3. Recent Developments

15.1.4. Key Personnel

15.1.5. SWOT Analysis

15.2. TOTO LTD

15.3. LIXIL Group Corporation

15.4. Duravit AG

15.5. Jacuzzi Brands LLC

15.6. Roca Sanitario, S.A.U.

15.7. Delta Faucet Company

15.8. American Bath Group LLC

15.9. Villeroy & Boch AG

15.10. Bains Ultra Inc.

16. Strategic Recommendations

17. About Us & Disclaimer

Report Description

Table of content

Figures and Tables

Frequently asked questions

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