Heated Towel Rail Market Size, Share & Trends Analysis Report By Product (Electronic, Hydronic), By Application (Residential, Commercial), By Region, And Segment Forecasts, 2020 - 2027

Report Overview

The global heated towel rail market size was valued at USD 933.9 million in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 6.9% from 2020 to 2027. Rising technological improvements and advancements in the designs of bathroom accessories are contributing to the increasing popularity of heated towel rails. In addition, higher preference for moist-free and warm bathrooms with energy-efficient solutions is driving the demand for heated towel rails across the globe. Shifting consumer preference towards creating functional as well as stylish bathrooms that incorporate the latest trends in heating technology is driving the market. Thus, the bathroom accessories industry witnesses increasing penetration of heated towel rails in new modern-day apartments and homes as a standard fixture. According to a blog by Bathroom Butler, almost every five-star hotel has installed heated towel racks or rails. Heated towel rails also exhibit various advantages, such as banishing bacteria, lessening the laundry, simplifying storage solution, and providing added comfort and energy efficiency.

Increased number of home improvement or home remodeling projects to revamp their traditional household structure is boosting the growth rate of the industry. According to the American Housing Survey studied by the Harvard Joint Center for Housing Studies, the home improvement industry size was valued at USD 383.3 billion in 2017. Furthermore, increasing the wave of millennials buying homes, particularly older homes, which require more repairs is adding the need for structural changes, thereby increasing the application of heated towel rail in bathrooms or kitchen remodeling. According to studies by HomeAdvisor, millennials are investing in a greater number of home improvement projects each year compared to other age groups.

Furthermore, the rising construction of smart homes as a result of the luxury lifestyle is developing concepts of smart bathrooms in the houses, thereby ramping up demand for heated towel rails for advanced comfort. Consumers are more inclined to build bathrooms that provide a spa-like experience with built-in smart fittings that operate on buttons and sensors. For instance, in 2018, WarmlyYours.com, Inc. introduced Cosmopolitan Collection of hardwired towel warmers and a line of hardwired Ember radiant panels. Furthermore, in January 2019, the company introduced a new line of controls suitable for electric towel warmers and radiant panels. This collection includes 5 models, including 2 plug-in and 3 hardwired variants. These new controls feature a hardwired programmable timer and a Wi-Fi switch, along with a plug-in Wi-Fi switch.

Product Insights

In terms of revenue, electric towel rails dominated the market with a share of 71.0% in 2019. This is attributed to the low energy consumption rates of this product. The easy installation process, as well as energy efficiency, are the profitable traits of an electric towel rail, which is fueling the growth of the segment. Moreover, increasing preference of consumers residing in high rise buildings and apartments for electric towel rails owing to lack of central heating system in the buildings is ramping up the demand for the product. Moreover, the growing trend of renting apartments by the younger generation, particularly millennials, has resulted in higher penetration of electric towel rails as the installation of hydronic towel rails requires a significant cost as well as high water pressure. 

The hydronic towel rail product category is expected to expand at the fastest CAGR of 7.2% from 2020 to 2027. The hydronic model of towel rails utilizes hot water plumbing to produce heat by running hot water through the rail. Although hydronic towel rail requires a connection to the central heating system or is connected to hot-water plumbing, the hot water runs through towel bars, which provides even and consistent warmth. Therefore, hydronic towel rail witnesses emerging popularity owing to efficient and effective heating of towels and bathroom space. New product launches in the category are pushing forward penetration of the product among the commercial and residential sectors. For instance, in 2019, THG Paris introduced a collection of modern and traditional wall mounted towel rails available in electric and hydronic version. The product line comprises five styles, which are made from 100% recyclable and anti-corrosive brass.

Application Insights

In terms of revenue, the commercial application segment dominated the market with a share of 61.0% in 2019. Significant expansion in the commercial sector is expected to drive the segment in the near future. For instance, Hyatt Hotels, as of May 2019, has 74 hotels of 21,021 rooms in Greater China and over the next four years, the company aims for a planned expansion with a pipeline of 27,000 rooms.  Moreover, according to a blog by TOPHOTELNEWS, a total of 518 new projects, including 90,000 rooms, are expected to be constructed by the end of 2020 in Europe. In 2019, Marriott International, Inc. added 516 properties with over 78,000 rooms in 60 countries and territories with an average of one new property in every 17 hours. Furthermore, significant growth in the spa industry is ramping up the demand for heated towel rails.

The residential application segment is expected to expand at the highest CAGR of 7.4% from 2020 to 2027. High spending from younger house owners on more affordable markets is fueling demand for heated towel rails in the residential sector. Demand for the product in the residential sector is driven by increasing urbanization and rising expenditure on home remodeling. Modern urban lifestyle, along with smart, upgraded, and visually appealing product innovation by key industry participants, is increasing the adoption rate of premium and luxury heated towel rails among consumers. The growing trend of home remodeling is driving demand for the product. As per the Joint Center for Housing Studies of Harvard University, the home improvement industry size was valued at USD 425 billion in 2017. In addition, consumer’s expenditure on bathroom remodeling increased from USD 12,850 Million in 2013 to USD 18,235 Million in 2017. These aforementioned factors are estimated to boost demand for faucets in the residential sector.

Regional Insights

Europe dominated the market with a share of 40.2% in 2019. This is attributed to the higher instances of low temperatures witnessed in the region, which causes the need for people to heat their surroundings, particularly bathrooms and towels, for extra comfort and stress-free environment. Additionally, rapid growth across the commercial sector in Europe owing to increased tourism in the region is paving the way for the higher application of heated towel rails. The hotel industry is a segment that caters to about 85% of the tourism in Europe. According to the data published by the European Union, this region has witnessed about 33.3% hike in tourist accommodations, such as hotels and hotel apartment buildings, from 2008 to 2018. This significant growth in the hotel industry is contributing to the demand for heated towel rails.

Asia Pacific is expected to expand at the fastest CAGR of 8.0% from 2020 to 2027. Robust growth in infrastructural development across the emerging economies, including India and China, is paving the way for increased investments in various sectors, particularly hospitality including hotels and hospitals. Asia Pacific is the largest construction market in the world. Over the past few years, the construction industry is growing significantly in the Asia Pacific. Major construction activities are residential construction, hotels, social infrastructure, and hospitals, which will result in a greater number of restrooms and kitchens, thereby driving the application of heated towel rails.

Key Companies & Market Share Insights

The global market is characterized by high competition. Companies are focusing on expanding their product lines and are adopting innovative technologies in order to meet consumer demand for advanced and luxury bathroom accessories. For instance, in December 2019, Amba Products introduced a new model of the heated towel rack, the Radiant Small, which is designed for use in small homes, apartments, or recreational vehicles. The product is produced with corrosion-resistant and 100% recyclable corrosion-resistant steel and is available in polished, brushed or matte black finish. Some of the prominent players in the heated towel rail market include:

• Amba Products

• WarmlyYours.com, Inc.

• Warmrails

• Vogue UK Ltd.

• MARGAROLI SRL

• Zehnder Group AG

• Ecolec

• Kudox

• Jeeves

• Heated Towel Rails

• Bathroom Butler

Heated Towel Rail Market Report Scope

Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2027. For the purpose of this study, Grand View Research has segmented the global heated towel rail market report on the basis of product, application, and region:

• Product Outlook (Revenue, USD Million, 2016 - 2027)

  • Electric

  • Hydronic

• Application Outlook (Revenue, USD Million, 2016 - 2027)

  • Residential

  • Commercial

• Regional Outlook (Revenue, USD Million, 2016 - 2027)

  • North America

    • The U.S.

  • Europe

    • Germany

    • The U.K.

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • UAE