Massage Equipment Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Electric, Non-Electric), By Product (Back and Body Massagers, Leg and Foot Massagers, Neck and Shoulder Massagers, Head Massagers, Others), By Sales Channel (Hypermarkets/Supermarkets, Specialty Store, Online, Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 11.33 Billion
CAGR (2026-2031)	9.15%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 19.16 Billion

Market Overview

The Global Massage Equipment Market will grow from USD 11.33 Billion in 2025 to USD 19.16 Billion by 2031 at a 9.15% CAGR. Massage equipment encompasses mechanical and electronic devices, such as massage chairs, handheld massagers, and therapeutic rollers, designed to manipulate soft tissues for relaxation or physical recovery. The market is primarily driven by the increasing prevalence of chronic pain and stress-related disorders which compel consumers to seek regular therapeutic solutions. Furthermore, the rapid expansion of commercial wellness facilities and the integration of restorative amenities into corporate office spaces actively sustain the demand for these devices, creating a stable revenue stream beyond the residential sector.

Despite this positive trajectory, the substantial initial investment required for advanced electromechanical units poses a significant barrier to adoption in price-sensitive developing regions. This financial constraint often limits market penetration to affluent demographics or commercial buyers rather than mass residential consumers. Nevertheless, the broader industry context remains robust; according to the Global Wellness Institute, in 2024, the global spa sector expanded by 14.6 percent. This growth underscores a resilient commercial demand that continues to anchor the wider equipment market.

Key Market Drivers

The escalating prevalence of lifestyle-related stress and chronic pain acts as a fundamental catalyst for the Global Massage Equipment Market. As sedentary habits and aging populations increase the incidence of musculoskeletal issues, consumers view massage therapy as essential for pain management rather than a luxury. This shift fuels demand for home devices offering consistent relief without the recurring costs of professional visits. Validating this trend, according to the American Massage Therapy Association, November 2024, in the '2024 Massage Profession Research Report,' 61 percent of consumers surveyed cited medical reasons, such as pain relief and stiffness reduction, as their primary motivation for seeking massage. This therapeutic necessity secures the steady adoption of ergonomic chairs and handheld units designed to replicate professional techniques.

Technological advancements in AI-integrated and smart massage systems are simultaneously driving market value by revolutionizing user engagement. Modern devices utilize biometric sensors to deliver personalized treatments, encouraging replacement cycles among affluent demographics. This innovation-led growth is evident in recent corporate earnings; according to Coway Co., Ltd., August 2024, in its second-quarter financial results, the company reported an 11.1 percent increase in domestic revenue, a growth explicitly attributed to the robust sales of its technology-driven BEREX massage chair and mattress lineup. This product evolution aligns with broader spending trends; according to the Global Wellness Institute, in 2024, the global wellness economy reached a record $6.8 trillion, underscoring the immense financial scale supporting the sector's technological transition.

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Key Market Challenges

The substantial initial investment required for advanced electromechanical units acts as a severe restriction on market expansion, particularly in price-sensitive developing regions. These devices often incorporate complex components such as specialized motors, intelligent sensors, and electronic control systems, which significantly elevate manufacturing and retail costs. Consequently, this pricing structure alienates a vast segment of potential consumers who possess the desire for therapeutic solutions but lack the disposable income to purchase high-end hardware. As a result, the market becomes heavily reliant on affluent demographics and commercial entities, preventing the product category from achieving widespread mass-market adoption in emerging economies.

This financial barrier directly impedes the overall growth momentum of the industry by capping sales volumes. When manufacturers cannot easily lower costs without sacrificing quality, transaction velocity slows, leading to stagnant performance metrics in key export sectors. Evidence of this sluggishness is visible in recent trade data. According to the China Chamber of Commerce for Import and Export of Medicines and Health Products, in the first quarter of 2024, the export value of massage apparatus reached 1.08 billion U.S. dollars, recording a year-on-year growth of only 0.47 percent. This marginal increase highlights how cost constraints continue to hamper dynamic market expansion despite the underlying demand for wellness products.

Key Market Trends

The surge in demand for handheld percussive therapy is increasingly defined by a pivot toward scientifically validated performance technology rather than simple relaxation. Manufacturers are aggressively investing in clinical research to substantiate the physiological benefits of their devices, aiming to secure trust among athletic and medical communities. This strategic focus on evidentiary support helps premium brands distinguish their hardware in a saturated market. Validating this commitment to research, according to Therabody, March 2024, in the 'Therabody Expands Investment in Science' press release, the company announced an investment of over $10 million specifically to fund initiatives for the scientific validation and innovation of its product lineup.

Concurrently, the expansion of massage pods into the travel sector is revolutionizing the delivery of short-duration wellness services through automated, labor-light models. Airport operators and concessionaires are leveraging these autonomous units to provide high-margin, accessible therapy options that do not require the logistical complexity of staffed spas. This operational shift is generating measurable financial growth as travelers prioritize convenient recovery solutions during transit. Evidence of this sector's resilience is clear; according to XWELL, Inc., August 2024, in the 'Second Quarter 2024 Results' report, the company recorded revenue of $9.3 million, representing a 14 percent increase driven largely by the robust demand for its airport wellness services.

Segmental Insights

The online distribution channel is anticipated to register the fastest growth within the global massage equipment market due to the increasing preference for e-commerce platforms among consumers. This expansion is primarily driven by the convenience of digital shopping, which allows buyers to access a diverse range of products that may not be available in physical stores. Additionally, the ability to compare features, read verified customer reviews, and utilize transparent pricing structures facilitates informed decision-making. Manufacturers are also increasingly leveraging direct-to-consumer models to reduce distribution costs, further accelerating the shift toward online retail channels for massage devices.

Regional Insights

North America leads the global massage equipment market, driven by high disposable income and a strong focus on preventive healthcare. The region sees substantial demand for electric massagers in both home and corporate wellness settings to address work-related stress and chronic pain. This growth is further supported by the U.S. Food and Drug Administration (FDA), which regulates certain therapeutic massage units as medical devices. This regulatory recognition enhances product credibility and drives adoption among consumers seeking non-invasive physical therapy solutions, solidifying the region’s market command.

Recent Developments

• In January 2025, Bodyfriend unveiled its latest innovation, the Standing Rovo massage chair, which was recognized as a CES 2025 Innovation Awards Honoree in the Digital Health category. The company designed this product with proprietary robotics technology that allowed for independent movement of the arms and legs, a feature intended to facilitate various rehabilitation and exercise functions. This launch highlighted the manufacturer's focus on integrating advanced robotics into healthcare devices to assist users, particularly the elderly, in standing up and sitting down safely while providing capabilities to monitor biometric data such as stress levels and cardiac conditions.
• In September 2024, Therabody expanded its ecosystem of wellness technology by launching five new products designed to support sleep and athletic recovery. The company introduced the JetBoots PRO Plus, which it described as the first fully wireless compression boots to combine pneumatic compression with vibration and infrared LED light therapies. Alongside this flagship device, the brand released the JetBoots Prime, the Theragun Prime Plus with heat therapy, a new SleepMask, and the second-generation SmartGoggles. These additions were developed based on extensive research with scientists and feedback from consumers to enhance performance and relaxation for a broader user base.
• In June 2024, Hyperice announced a strategic collaboration with Nike to develop wearable technology aimed at enhancing athlete recovery and performance. The partnership resulted in the unveiling of two specialized products: a high-top shoe that integrated heat and dynamic air compression for the feet and ankles, and a vest equipped with thermoelectric coolers to regulate body temperature. Although these items were initially introduced as concepts for athletes competing in the Paris 2024 Olympic Games, the initiative underscored the companies' shared commitment to advancing recovery solutions through innovative design and engineering within the sports wellness market.
• In April 2024, Coway launched the Berex Reclining Massage Bed in South Korea, marking a significant expansion of its sleep and wellness product lineup. The company incorporated an automatic upper-body reclining function into the bed, a first for this product category, to improve usability for individuals with mobility challenges. The device was equipped with a customized system that scanned the user's spinal curvature to deliver a tailored massage across twelve intensity levels. This release aimed to address the growing demand for effective home relaxation equipment that combined therapeutic benefits with user-friendly features.

Key Market Players

• Panasonic Holdings Corporation
• Prospera Corporation
• MedMassager
• Beurer UK Ltd.
• Nureca Limited
• RoboTouch
• Medisana GmbH
• Zyllion, Inc.
• FKA Distributing Co., LLC
• LURACO Technologies

By Type	By Product	By Sales Channel	By Region
Electric Non-Electric	Back and Body Massagers Leg and Foot Massagers Neck and Shoulder Massagers Head Massagers Others	Hypermarkets/Supermarkets Specialty Store Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Massage Equipment Market, By Type:

• Electric
• Non-Electric

• Massage Equipment Market, By Product:

• Back and Body Massagers
• Leg and Foot Massagers
• Neck and Shoulder Massagers
• Head Massagers
• Others

• Massage Equipment Market, By Sales Channel:

• Hypermarkets/Supermarkets
• Specialty Store
• Online
• Others

• Massage Equipment 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