Massage Chair Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Conventional, Robotic), By Product Type (Inversion Massage Chairs, Zero Gravity Massage Chairs, Targeted Massage Products, Others), By Distribution Channel (Offline, Online), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 4.21 Billion
CAGR (2026-2031)	6.29%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 6.07 Billion

Market Overview

The Global Massage Chair Market will grow from USD 4.21 Billion in 2025 to USD 6.07 Billion by 2031 at a 6.29% CAGR. A massage chair is an electronic therapeutic seating device designed to replicate manual massage techniques, such as kneading, rolling, and shiatsu, through the use of robotic mechanisms, airbags, and heating elements. The market’s expansion is fundamentally supported by the rising prevalence of chronic musculoskeletal disorders and the growing necessity for stress management solutions among working professionals. Additionally, the aging global population drives demand for accessible, home-based pain relief alternatives that do not require constant professional appointments. Validating this focus on therapeutic necessity, according to the American Massage Therapy Association, in 2024, 61% of consumers utilized massage services specifically for health or medical reasons, indicating a robust baseline demand for pain management products.

However, a significant challenge impeding broader market expansion is the high initial acquisition cost associated with premium models. Advanced massage chairs are capital-intensive products, often categorized as luxury goods, which restricts their accessibility in price-sensitive developing markets and limits the consumer base to high-net-worth households.

Key Market Drivers

Integration of AI and Smart Technologies is fundamentally reshaping the Global Massage Chair Market by transforming standard seating into intelligent health management systems. Manufacturers are increasingly deploying advanced sensors and algorithms to detect user biometrics, such as heart rate and muscle stiffness, enabling devices to deliver real-time, adaptive massage therapies. This technological evolution addresses the growing consumer demand for personalized, professional-grade treatments within the home environment. Exemplifying this innovation, according to LG Electronics, in January 2025, the company introduced the 'Healing Me Objet Collection ArteUP,' a model featuring AI capabilities that analyze user usage patterns to automatically customize massage intensity and courses without manual input.

Rising Consumer Awareness of Health and Wellness further accelerates market expansion as individuals prioritize preventive care and stress reduction over simple leisure. This cultural shift has broadened the addressable market from elderly demographics to younger, active professionals investing in long-term physical maintenance. The scale of this prioritization is evident in the broader sector's financial trajectory; according to the Global Wellness Institute, in November 2024, the global wellness economy reached a record value of $6.8 trillion, growing by 7.9% from the previous year. This heightened focus on well-being directly fuels sales for major industry players. For instance, according to Coway Co., Ltd., in November 2024, the company recorded a 9.9% year-over-year increase in third-quarter domestic revenue, a performance explicitly driven by the strong demand for its BEREX lineup of massage chairs.

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Key Market Challenges

The primary impediment to the substantial growth of the global massage chair market is the high initial acquisition cost associated with premium models. These chairs are complex electromechanical assemblies requiring multiple motors, advanced circuitry, and durable materials, which inherently drives up manufacturing expenses and classifies the final product as a discretionary luxury item. This pricing structure strictly segments the potential consumer base, effectively excluding a vast demographic of price-sensitive buyers in developing regions and middle-income households in developed economies. Consequently, the market volume remains heavily dependent on high-net-worth individuals, preventing the mass-market adoption necessary for broader expansion.

This financial barrier is further exacerbated by recent fluctuations in international trade policies that have inflated the cost of essential raw materials. According to the American Massage Therapy Association, in 2025, the implementation of new reciprocal tariffs on imported goods caused duties on specific categories of steel and aluminum—critical structural components for massage chairs—to rise by as much as 50%. Such significant increases in input costs inevitably result in higher retail prices, reinforcing the inaccessibility of these devices and directly stalling market penetration in cost-conscious sectors.

Key Market Trends

Advancement to 4D Massage Mechanism Technology is revolutionizing the market by shifting from fixed guide rails to independent, robotics-driven limb manipulation. This mechanical evolution allows for 'Healthcare Robots' that can exercise core muscles and independently move the left and right legs, offering active stretching and psoas muscle relaxation previously impossible with standard stationary frames. This shift toward active mobility separates modern devices from traditional static seating, rapidly capturing consumer preference for products that simulate physical therapy exercises. According to Maeil Business Newspaper, September 2024, in the 'Bodyfriend is the No. 1 company in the healthcare massage chair industry' article, the manufacturer reported that its 'Healthcare Robot' product line, which features these advanced independent drive mechanisms, accounted for approximately 60% of its total sales, underscoring a decisive market shift toward active mobility technology.

Incorporation of Real-Time Biometric Health Monitoring is elevating massage chairs from leisure devices to clinically validated tools for chronic disease management. Manufacturers are increasingly partnering with medical institutions to prove that continuous biometric tracking and targeted therapy can yield tangible physiological improvements, such as hypertension management, rather than merely providing temporary relaxation. This focus on medical efficacy appeals to health-conscious consumers seeking non-pharmaceutical interventions for long-term conditions. According to Business Today, July 2024, in the 'New AI-Powered Massage Chair Lowers Blood Pressure And Personalises Wellness' report, joint research by OGAWA and Universiti Sains Malaysia demonstrated that continuous usage of chairs equipped with the OVERSEER biometric system reduced systolic blood pressure by up to 7.6% in hypertensive adults.

Segmental Insights

The Online distribution channel is identified as the fastest growing segment in the global massage chair market, driven by the increasing adoption of e-commerce platforms and direct-to-consumer sales strategies. Manufacturers are prioritizing digital storefronts to provide detailed product information and customer reviews that assist in informed decision-making. Additionally, the implementation of favorable return policies and warranty programs addresses consumer hesitation regarding high-value remote purchases. This shift allows buyers to compare features and pricing across multiple brands efficiently, thereby accelerating the adoption of online purchasing methods.

Regional Insights

North America dominates the global massage chair market, primarily driven by high disposable income and a rising emphasis on personal health and stress management. The region witnesses significant product adoption in both residential and corporate sectors, supported by expanding corporate wellness programs. Furthermore, consumer confidence is bolstered by strict safety standards and the classification of certain therapeutic models as medical devices by the U.S. Food and Drug Administration (FDA). This regulatory framework, coupled with a well-established retail infrastructure, ensures North America remains the leading region in the global industry.

Recent Developments

• In March 2025, Harvey Norman announced a strategic collaboration with Fujitec to exclusively retail a new series of wellness products. This partnership introduced the Fujitec Massage Chair series, which blends ancient acupuncture healing concepts with modern technology. The series included three models designed to stimulate key acupressure points and promote energy flow throughout the body. The Managing Director of Harvey Norman Singapore and Malaysia stated that the collaboration enabled the retailer to bring holistic wellness solutions to consumers. The launch featured smart features such as AI-powered customization and deep tissue rollers to optimize stress relief.
• In July 2024, Ogawa Malaysia announced significant findings from a joint research initiative with Universiti Sains Malaysia regarding the health benefits of its AI-powered massage chairs. The study focused on the impact of the OVERSEER control system on hypertensive and pre-hypertensive adults. Preliminary results indicated that continuous usage of the technology could reduce systolic blood pressure by up to 7.6% and diastolic blood pressure by up to 10%. This breakthrough research underscored the company's commitment to evidence-based wellness solutions. The company also received recognition at the Malaysia Technology Excellence Awards for this development.
• In March 2024, OSIM expanded its presence in the North American market with the launch of the uDeluxe Max Massage Chair. This state-of-the-art product was designed to deliver a comprehensive relaxation experience by incorporating patented "V-Hand" and "Long Track" technologies. The "V-Hand" feature emulates the grip of a professional masseuse to extract deep-seated knots, while the extended track ensures a seamless massage from head to toe. The President and Chief Executive Officer of OSIM North America emphasized that this launch represented the company's dedication to innovative wellness technology and meeting the evolving lifestyle needs of customers.
• In January 2024, Ceragem made its debut at the Consumer Electronics Show (CES) in Las Vegas to strengthen global partnerships and unveil its latest innovations. During the event, the company introduced the Master V9, a therapeutic thermal massager equipped with an advanced massage module and a new reclining function. This product launch highlighted the company’s commitment to integrating modern technology with traditional wellness practices. A company official stated that the exhibition aimed to showcase competitive massage therapy products while seeking opportunities to connect with international partners. The booth featured various healthcare products designed for spine health and blood circulation.

Key Market Players

• Bodyfriend, Inc.
• Cozzia USA LLC
• VD Group
• Family Inada Co. Ltd
• Fuji Medical Instruments Mfg. Co., Ltd.
• Human Touch, LLC
• Infinite Creative Enterprises, Inc.
• RJ Distribution Inc
• Luraco Technologies
• OSIM International Pte Ltd

By Type	By Product Type	By Distribution Channel	By Region
Conventional Robotic	Inversion Massage Chairs Zero Gravity Massage Chairs Targeted Massage Products Others	Offline Online	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Massage Chair Market, By Type:

• Conventional
• Robotic

• Massage Chair Market, By Product Type:

• Inversion Massage Chairs
• Zero Gravity Massage Chairs
• Targeted Massage Products
• Others

• Massage Chair Market, By Distribution Channel:

• Offline
• Online

• Massage Chair 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