Shower Heads Market Size, Share & Trends Analysis Report By Type (Handheld, Fixed), By Application (Residential, Commercial), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2023 - 2030

Report Overview

The global shower heads market size was valued at USD 7.47 billion in 2022 and is projected to expand at a compound annual growth rate (CAGR) of 8.6% from 2023 to 2030. As a fundamental element to maintaining personal hygiene and health, bathroom shower heads have evolved from simple designs to novel dual-purpose panels, premium and curved showers, and rain showers. The growth of the global industry is mainly propelled by the rising demand for luxury shower heads across the globe, improving consumer demand for multi-purpose bath products & accessories, and enormous growth of the real estate and hospitality sector.

According to the statistics published by The National Kitchen & Bath Association (NKBA) in January 2021, kitchen and bath remodeling is estimated to grow over 10% in the coming years driven by a rise in disposable income and consumer demand for personalized kitchen and bathroom products. The COVID-19 pandemic across the globe disrupted the industry in 2020 and key players witnessed limited product demand. Key manufacturers witnessed supply chain disturbance and a few companies had to temporarily suspend or significantly reduce their operations. However, manufacturers retailed their workforce, operations, and supply chains to cope with the COVID-19 crisis and looked for ways to operate and recover the incurred losses.

The market regained its ground and is expected to witness strong demand in the post-pandemic environment as more consumers across developing countries plan on remodeling their houses and upgrading restrooms and plumbing systems. Over the forecast period, the industry is expected to undergo tremendous technical advancements from water conservation shower products to smart IoT-enabled showerheads for occupant safety and health. While sleek and minimalist designs are the current technology trend in decorative bath fittings, several consumers are choosing decorative bath hardware to give their bathrooms individual touch and refinement.

The emergence of advanced technology, ergonomic concerns, open floor plans, simplified design trends, and customer desires for ease of use are notable trends driving the growth of the industry. According to a report published by The National Kitchen & Bath Association (NKBA), rising homeowner expenditure on bathroom and kitchen remodeling projects would boost the demand for showerhead and panel products. The elevated consumer living standards backed by their rising disposable income levels have changed the inclination towards high-end and exquisite bathroom accessories including shower heads.

In addition, various technological upgrades and rapid digitization in manufacturing processes have led to the introduction of advanced and smart bathroom accessories. Leading manufacturers like Jaguar, Kohler Co., and Grohe are introducing elegant, ergonomic showers that are easy to use and aesthetically appealing. Other growth-promoting aspects include a variety of product advancements, such as the creation of touch-free, digital, and hybrid smart showers, which have efficiency sensors and temperature gauges. Following this, intensive marketing campaigns by manufacturers and the rise of online shopping sites that provide consumers with a wide range of options for items are also fueling the industry expansion.

For instance, in October 2021, FIMA Carlo Frattini launched Melograno, a showerhead designed by Davide Vercelli. Melograno is made up of 10 blown glass spheres in satin or metallic finishes that resemble water drops and are hung at various heights inside the shower area by silicone tubes that are wrapped in stylish steel mesh. A ceiling disc that serves as both a source of water and light is attached above them. Such product launches and major initiatives taken by key manufacturers are expected to boost the industry.

Type Insights

The fixed showerhead segment accounted for the maximum share of around 57.45% of the overall revenue in 2022 on account of the extensive utilization of fixed showerheads in bathrooms in almost every household across the globe. The demand for these products has grown considerably in recent years due to increased residential and commercial construction coupled with the rising technological developments in the bathroom products industry. The technological development in the industry, such as multifunctional products, compact and sleek designs, improved working functionality, and energy efficiency, motivate consumers to purchase new products, which, in turn, significantly speeds up the industry expansion.

The handheld product segment, on the other hand, is expected to register the fastest growth rate during the forecast period. Rapid urbanization, along with increasing consumer preference for cross-functional devices, has resulted in rapid consumer acceptance of various bathroom showers including handheld showerheads. One of the major key factors that are likely to boost the demand for handheld showerheads is a hike in the consciousness of cutting over water consumption for residential and commercial purposes coupled with a tremendous uptick in the population density of urban areas.

Application Insights

The residential application segment dominated the global industry in 2022 and accounted for the largest share of more than 60% of the overall revenue. The growth of the segment is expected to be propelled by the growth of residential real estate across the U.S., China, India, and Brazil, among other economies. According to IBEF, the real estate sector in India is projected to reach USD 1 trillion by 2030 and account for 18-20% of the country’s overall GDP.

In addition, policies, such as low-cost affordable housing schemes, cuts in transactional taxes, and concessions for first-time buyers, implemented by the governments in countries like the U.S., Australia, and Canada are expected to drive the product demand. On the other hand, the commercial application segment is anticipated to register the fastest CAGR during the forecast years. The rapidly growing hospitality sector and real estate market on a worldwide scale are the main factors driving the demand for showerheads commercial bathroom applications. Global demand for bathroom accessories is mostly driven by the expanding leisure and hospitality industries.

Distribution Channel Insights

The offline sales channel segment accounted for the largest revenue share of around 68.20% in 2022. This is attributed to the increased accessibility of sanitary products and other products at specialty stores, which has led to an increase in the amount of shelf space available for product promotion. Customers buy shower accessories from physical stores to get the appropriate fit and to learn about the product’s usefulness. In addition, a lot of merchants employ salespeople who may recommend the best products based on customer demands and give them a demonstration of how the items operate. The conventional way of buying and the pricing discrepancy between local retail stores and other wholesale markets account for the segment’s expansion.

The online sales channel segment is expected to witness the highest CAGR during the forecast period. The industry is being driven by factors, such as rising internet access in rural regions, faster & more reliable delivery by different online portals, and replacement choices. In addition, due to convenience and doorstep delivery, young, working consumer groups prefer to shop online rather than offline. Online channels offer other benefits including simple returns, price comparison, and availability of a wide variety of products, which shifts customer preference in favor of online channels.

Regional Insights

Asia Pacific captured the largest market share of over 39.70% in 2022 with China being the major catalyst for growth. With India being a huge market for real estate and residential projects, the driving winds are favorable for bathroom accessories and fitting brands. Governments across the region are taking initiative to improve sanitation where the penetration rate is lower. Furthermore, the government housing policy for rural areas, foreign investments in the industrial sector, growth in the urban population, and low housing loans are anticipated to generate high product demand in India, China, and Southeast Asia.

Owing to the aforementioned factors, the revenue from bathroom fittings including showerheads is projected to earmark a growth in demand. Europe accounted for a significant market share in 2022. The increased expenditure on home renovations and repairs by consumers in the U.K., Germany, and Italy is the key factor driving the regional market growth. The need for smart, multipurpose showerheads has increased as residential and commercial real estate construction has increased across the region, especially in Germany, France, and Italy. The demand for smart showers in the region is also being fueled by ever-growing bathroom renovations in the regional residential sector.

Key Companies & Market Share Insights

Many companies operating in the global industry are undertaking major initiatives to strengthen their market position and offer authentic and immersive experiences to consumers. For example:

• In October 2021, Hansgrohe SE, a German sanitary fittings manufacturer, launched Jocolino, an innovative bathroom hand shower, and showerhead design made just for children. The QuickClean technology in the showerhead also cleans the limescale buildup from the nozzles as the spray mode changes. The Jocolino hand shower blends in discretely with the bathroom decor because of its basic form

• In November 2021, Grohe unveiled Tempesta 250 showerhead range. GROHE has upgraded and added features to its products that deliver relaxation and revitalization for additional comfort and convenience. EcoJoy technology, a built-in function that effortlessly saves up to 40% of water while offering all the features and performance, is one of the new features

Some of the prominent players in the global shower heads market include:

• Colston Bath

• Kohler Co.

• Jaquar

• Gainsborough Showers

• Aqualisa

• Jacuzzi Brands LLC

• Masco Corporation

• Hansgrohe AG

• Aloys F. Dornbracht GmbH & Co. KG

• Moen, Inc.

Shower Heads Market Report Scope

Global Shower Heads Market Segmentation

This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segment from 2017 to 2030. For the purpose of this study, Grand View Research has segmented the global shower heads market report on the basis of type, application, distribution channel, and region:

• Type Outlook (Revenue, USD Billion, 2017 - 2030)

  • Fixed

  • Handheld

  • Dual-purpose

• Application Outlook (USD Billion, 2017 - 2030)

  • Residential

  • Commercial

• Distribution Channel Outlook (USD Billion, 2017 - 2030)

  • Offline

  • Online

• Regional Outlook (USD Billion, 2017 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • U.K.

    • Germany

    • France

  • Asia Pacific

    • China

    • India

    • Japan

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa