GVR Report cover Smart Toilet Market Size, Share & Trends Report

Smart Toilet Market Size, Share & Trends Analysis Report By Application (Residential, Commercial), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2019 - 2025

  • Report ID: GVR-3-68038-728-5
  • Number of Report Pages: 80
  • Format: PDF, Horizon Databook
  • Historical Range: 2015 - 2017
  • Forecast Period: 2019 - 2025 
  • Industry: Consumer Goods

Report Overview

The global smart toilet market size to be valued at USD 12.7 billion by 2025 and is expected to grow at a compound annual growth rate (CAGR) of 10.3% during the forecast period. The rising need for convenient sanitary hygiene products among the consumers is expected to remain a favorable factor for the market growth in the coming years. These products are available in a ceramic toilet arrangement, along with in-built facilities including air dryer and warming water. It has been observed that intelligent bathroom products have become a style statement in developed nations including the U.S., U.K., Germany, and France. Furthermore, the industry participants are offering innovative hygiene technologies including UV lighting, auto flush, Bluetooth connectivity, and auto open seat covers to provide better bathroom experience to the consumers.

Smart Toilet Market size, by application

Over the past few years, demand for water conservation has been increasing at the global level. Implementation of various government initiatives in many countries on spreading awareness among consumers about the requirement of water conservation is driving the people to increase spending on advanced products, including smart toilet vanities. As per a recent study, in the U.S., around 4.8 billion gallons of water are flushed down every day. Smart toilets can use minimum water with intelligent toilet seats, making them a hygienic and convenient option from the buyers’ end. These products can optimize the water and electrical energy usage in toilets, along with providing an aesthetic appeal.

It has been observed that smart toilets are loaded with different features including UV bacterial killing light nozzle and anti-bacterial seats. Furthermore, shifting inclination towards bathroom decoration as a part of lavish home décor is driving the people to purchase these products. Rising utilization of smart toilets in the commercial real estate and hospitality sectors is playing a crucial role in increasing the product’s adoption. Additionally, the growing popularity of the internet of things technology and voice-controlled equipment at the global level is expected to open new market avenues over the next few years.

Smart Toilet Market Trends

The smart toilet industry is being driven by the increased demand for water-saving solutions. The need for water conservation and water resources is one of the fundamental goals to achieve for smart toilet manufacturers. Water sustainability is becoming crucial along with the growing world population. Smart water-saving technology of smart toilets assist to reduce the total water consumption. Additionally, the rising construction of commercial and residential buildings accelerated the growth of this market.

Increased demand for smart toilets from the present trend of smart homes, increasing technological advancements, and expanding acceptance of smart technologies in corporate, residential, and commercial buildings are all propelling the global smart toilet market. Additionally, increased consumer demand for convenient sanitary hygiene products and the growing popularity of voice-activated equipment and internet of things technology is likely to boost demand for smart toilets on the global scale.

Furthermore, the increased usage of advanced washroom technologies is expected to fuel the market growth in the forecast period. To deliver a better washroom experience to users, industry leaders are continually implementing diverse advanced hygiene technologies, such as auto flush, Bluetooth connectivity, UV illumination, and auto open seat covers. However, the installation of smart toilets is a complicated, and expensive procedure. The maintenance cost of the product is also high. Furthermore, the traditional toilet systems are less expensive and more familiar to individuals. These challenges are anticipated to restrict the growth of the smart toilet market.

Application Insights

The commercial application segment generated a revenue of USD 4.6 billion in 2018. A large number of high-end restaurants, bars, hotels, and shopping malls are installing smart toilers to provide hygienic services to their customers. Moreover, the smart toilet is considered to be a luxury product, which can be installed in premium commercial places.

The residential application segment is expected to expand at the fastest CAGR of 10.7% from 2019 to 2025. The rising importance of the smart home as a result of growing requirements about energy preservation, push-button control, and shifting demographic preferences is expected to have a favorable impact on industry growth. These smart homes are featured with in-built components including smart LED and smart toilets. Such type of advanced toilets is considered to be an important part of home decor. Housing builders are providing pre-installed smart toilets to their buyers to provide more valuable offers to them.

Distribution Channel Insights

The offline distribution channel was the largest segment with a revenue of USD 5.3 billion in 2018. A large number of consumers prefer to purchase this kind of smart products from these channels as they provide a choice of physical verification, before making any purchasing decision. Furthermore, different residential and commercial real estate companies are establishing partnerships with these stores to ensure the continuous supply of the products at discounted prices.

Smart Toilet Market share, by distribution channel

The online segment is expected to be the fastest-growing distribution channel, expanding at a CAGR of 10.8% from 2019 to 2025. These channels provide various attractive offerings including free cashback and membership, doorstep delivery services, and easy return options, which is preferred by the consumers, particularly millennials. It is easy to understand the product features and compare their prices through this channel. Different e-commerce portals analyze consumers’ requirements and provide offers based on their purchase trends.

Regional Insights

Europe dominated the market, accounting for a share of exceeding 35.0% in 2018. Increasing consumer spending on maintaining bathroom hygiene is propelling the smart toilet market growth. A recent study shows that a large number of population in Germany and the U.K. prefers to install intelligent toilet seat so that they don’t need to pull it by hand, which is unhygienic. Rising consumers’ spending on health and hygiene products in the U.K., Germany, and France is expected to remain a favorable factor for the industry growth in the upcoming years.

Smart Toilet Market Trends by Region

Asia Pacific is estimated to be the fastest-growing market, expanding at a CAGR of 12.8% from 2019 to 2025. It has been observed that the total population of metro cities in the aforementioned countries has increased in the last few years. Growing disposable income, coupled with an increase in the population of key cities of countries including China, India, Bangladesh, and South Korea, is expected to increase spending on bathroom equipment and accessories, such as smart toilets.

Key Companies & Market Share Insights

Major market players include Kohler Co., Toto Ltd., Roca Sanitario SA, LIXIL Group Corporation, Duravit AG, Wellis, Masco Corporation, Bradley Corporation, Fortune Brands, and Villeroy & Boch AG. The market is fragmented due to the presence of many large and small players. The majority of the manufacturers are from the U.S., Japan, and China. Companies are adopting strategies such as product development and new product launch to increase their market reach. For instance, in January 2019, Kohler Co. has launched a smart toilet with features including ambient lighting, built-in speakers, and Amazon Alexa and Google Assistant support. Additionally, in November 2018, Xiaomi Corporation has launched a smart toilet seat under its smart home brand. This product comes with Xiaomi’s XiaoAI voice assistance and artificial intelligence features.

Recent Developments

  • In June 2023, Duravit added the newest member, the SensoWash D-Neo, to the popular D-Neo family. It is a compact shower toilet that offers state-of-the-art, high-quality shower-toilet hygiene with sophisticated brand technology.

  • In March 2023,Roca launched its cutting-edge and sophisticated In-Wash Insignia shower toilet, which offers the highest level of comfort and hygiene with sophisticated digitalized and personalized functionalities.

  • In June 2022, Kohler, an American leading provider of bathroom furniture and plumbing products collaborated with Daniel Arsham for the creation of a 3D printed sink. At Milan Design Week 2022, Kohler introduced new digital bathroom solutions as well as an immersive art piece by Daniel Arsham.

  • In January 2021, Toto Ltd. the world’s largest Japanese toilet manufacturer launched Artificial intelligence (AI) based ‘Wellness Toilet’. The wellness toilet tracks and analyses the mental and physical state of its users using a variety of cutting-edge sensing technologies. This data provides wellness improvement recommendations on the smartphone app for the user.

Smart Toilet Market Report Scope

Report Attribute


Revenue forecast in 2025

USD 12.7 billion

Growth rate

CAGR of 10.3% from 2019 to 2025

Base year for estimation


Historical data

2015 - 2017

Forecast period

2019 - 2025

Quantitative units

Revenue in USD billion and CAGR from 2019 to 2025

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Application, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; Middle East & Africa

Country scope

U.S.; U.K.; Germany; France; China; India; Brazil; South Africa

Key companies profiled

Kohler Co.; Toto Ltd.; Roca Sanitario SA; LIXIL Group Corporation; Duravit AG; Wellis; Masco Corporation; Bradley Corporation; Fortune Brands; Villeroy & Boch AG.

Customization scope

Free report customization (equivalent to up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

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Global Smart Toilet Market Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For this study, Grand View Research has segmented the global smart toilet market report based on application, distribution channel, and region:

Global Smart Toilet Market Segmentation

  • Application Outlook (Revenue, USD Million, 2015 - 2025)

    • Residential

    • Commercial

  • Distribution Channel Outlook (Revenue, USD Million, 2015 - 2025)

    • Online

    • Offline

  • Regional Outlook (Revenue, USD Million, 2015 - 2025)

    • North America

      • The U.S.

    • Europe

      • U.K.

      • Germany

      • France

    • Asia Pacific

      • China

      • India

    • Central & South America

      • Brazil

    • Middle East & Africa

      • South Africa

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