The global towel warmers market size to be valued at USD 1.1 billion by 2027 and is expected to grow at a compound annual growth rate (CAGR) of 6.8% during the forecast period. Growing economic activities, increasing urbanization, and home remodeling activities are acting as major factors for market growth. Growing awareness among consumers regarding the growth of germs in a wet towel is also acting as a catalyst for market growth. According to a statement by the University of Arizona, 90% of bathroom towels were contaminated with coliform bacteria and about 14% carried E. coli. Moreover, Coliform bacteria were detected in 89.0% and E. coli in 25.6% of kitchen towels. The presence of E. coli was related to the frequency of washing. Moreover, the towels in the bathroom are damp and are not dried fully, which results in the generation of germs such as mold, mildew spores, and bad odor. This above-mentioned factor is acting as a major driver for the rise in the adoption of towel warmers.
Demand for towel warmers is also increasing as they not only heat towels but also dry them out quickly after each use, so towels spend a lot less time in damp. They keep the towel fresher between loads of laundry, reducing the hassle of washing. Moreover, many towel warmers are programmable and they can turn them on and off as per consumers' needs. The integration of such advanced features is also acting as a major driver for increasing adoption among tech-savvy consumers. Consumers in the market are more inclined towards the purchase of 100% recyclable, corrosion-resistant, and high-grade steel products in order to have a longer life span of the product.
Rising remodeling activities are boosting the demand among the consumers. In order to gain market share, companies in the market are increasing product footprint by engaging in various partnership agreements. For instance, in May 2019, Amba Products, a distributor of heated towel racks, announced a partnership with Hydrologic, one of Florida’s wholesale distributors of plumbing, indoor and outdoor lighting, fans, and other fine home accents. The partnership will provide Amba with a permanent space in its showrooms as well as increased visibility among a wide range of builders, architects, and interior designers. This is estimated to increase the penetration and adoption of towel warmers among consumers.
The demand for towel warmers is primarily driven by factors such as rapid urbanization and developing economic activities around the globe. The utilization of the towel warmers for different segments like commercial, household, and other industries, is a vital determinant of the market growth. The trend of urbanization has driven investments for home remodeling activities and is driving the market growth.
In addition, rising concern amongst people regarding the spread of bacterial diseases associated with the use of wet towels is a factor driving demand for the towel warmers. Therefore, increasing awareness about maintaining hygiene is expected to fuel the growth of the market during the forecast period. For an instance, the use of towel warmers has significantly increased in the commercial space, such as by the business owners. Furthermore, these warmers are energy-saving tools, thus, driving demand for the market.
The emerging trend of the modern house infrastructure and remodeling is expected to widen the scale of growth opportunities for the industry. There has been a significant increase in the number of gyms or health and fitness clubs, inclusive of the spa facilities, which further increased demand for the warmers. This represents a competitive opportunity for the market to gain a substantial growth share.
Higher costs and the limited demand in some of the developing regions are major challenges, expected to hinder the growth of the industry during the forecast period.
The commercial category has dominated the market with a share of 69.4% in 2019. Rising economic activities, increasing the number of spas, and hotels, and growing tourism are boosting demand in the commercial sector. As per the report published by the Global Wellness Institute, in 2017, there were over 149,000 spas and the spa industry is growing at a rate of 9.9%. The top five markets were the United States, China, Germany, Japan, and France. This is increasing the demand for towel warmers in the commercial sector.
In terms of revenue, the residential segment is expected to expand at the fastest CAGR of 7.0% from 2020 to 2027. Increasing urbanization is acting as a major factor in the growth of the segment. Demand for towel warmers in the residential sector is driven by increasing urbanization and rising expenditure on home remodeling. An increasing number of households and consumer demand for premium bathroom products that serve the purpose as well as compliment the interiors are driving demand for towel warmers in the residential sector.
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 towel warmers among consumers. The growing trend of home remodeling is driving demand for a towel warmer. As per the Joint Center for Housing Studies of Harvard University, the home improvement industry size was valued at USD 425 billion in 2017. Consumers’ expenditure on bathroom remodeling increased from USD 12,850 Million in 2013 to USD 18,235 Million in 2017. This is acting as a major factor in market growth in the residential sector.
The electric segment dominated the market with a share of 67.8% in 2019. Ease of usage, installation, and low energy consumption are the major factors driving demand for electric towel warmers in the market. Demand for electric towel warmers is majorly driven by the commercial sectors as many of them do not have a central heating system and due to lack of space, many business owners prefer purchasing countertop towel warmers with ease of portability.
Companies in the market are focusing on this segment in order to gain industry share and are introducing new products in the market. For instance, in October 2018, WarmlyYours launched a new line of modern towel warmers called “Cosmopolitan Collection”. It is a collection of electric, wall-mounted towel warmers, featuring 10 unique variants from 8 new models. It is available in different options, including sizes, designs, bar-counts, and finishes, making it easy for designers, remodelers, and end-users to find the right option as per their needs. Moreover, the collection is hardwired, making the wires and cords invisible and has built-in TempSmart protection, which prevents the units from overheating. These features are estimated to boost the demand for electric towel warmers over the forecast period.
In terms of revenue, the hydronic segment is expected to expand at a CAGR of 6.4% from 2020 to 2027. Demand for hydronic thermal warmers is majorly driven by the residential sector. As many households have central heating systems, they are directly connected to them and are operated accordingly. However, hydronic systems are more energy-efficient and do not contain any electrical parts. However, they are more complicated to install as they keep towels warm by circulating water from a home’s closed-loop hot-water heating system. This is acting as a challenge for segment growth.
Europe dominated the market with a share of 47.7% in 2019. The presence of international companies and higher adoption of towel warmers in the region are acting as major factors for market growth. Extreme weather conditions need for heating equipment in washrooms, and demand for efficient energy solutions are the major factors behind the higher adoption rate of the product in the region. Increasing product launches and innovation in product offerings are acting as major drivers for the market. The rise in wellness tourism and the growing hospitality industry is boosting the industry growth in the region.
Asia Pacific is expected to expand at the fastest CAGR of 7.8% from 2020 to 2027. Growing residential and commercial construction activities in developing countries of Asia Pacific are expected to positively influence market growth. The rise in house remodeling activities is creating an opportunity for manufacturers in the region to gain market share. Moreover, changing lifestyles, increasing expenditure power, and the growing trends of smart homes are propelling the market growth in the region.
The global market is highly competitive. Companies are focusing on increasing product launches in order to gain market share. For instance, in March 2020, Vogue (UK) launched a new aluminum astute towel warmer. The newly launched product is lightweight, making it suitable to install on any type of internal wall. Aluminum is used in order to achieve high efficiency. This is acting as a key factor for market growth.
AEON Pitacs has expanded their number of stainless steel products, for inclusion of the Physical Vapour Disposition (PVD) options, for the consumers, available in the form of Brushed Matt and Polished steel, catering to the consumers’ demand. The heating solutions or radiators are provided in Gold, Black, Copper, Rose gold, and other colors.The expansion has resulted in radiators of optimum quality and value, increasing market growth
Stelrad Radiators, one of the leading radiator manufacturers, supplies radiators for domestic and commercial heating. The company declared a growth in its revenue in the year 2021, which ensures large-scale production of the heating radiators, fulfilling consumer demand. This development aims to create a surge in the demand for towel warmers, through increased production, which is expected to boost the market growth
Some of the prominent players in the towel warmers market include:
Runtal North America, Inc. (Zehnder Group)
Stelrad Radiator Group
Radox Radiators Ltd.
Tangshan St. Lawrence radiator manufacturing co. ltd.
Market size value in 2020
USD 633.8 million
Revenue forecast in 2027
USD 1.1 billion
CAGR of 6.8% from 2020 to 2027
Base year for estimation
2016 - 2018
2020 - 2027
Revenue in USD million and CAGR from 2020 to 2027
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Application, type, region
North America; Europe; Asia Pacific; Central & South America; MEA
U.S.; U.K.; Germany; France; China; Japan; Brazil
Key companies profiled
Runtal North America, Inc. (Zehnder Group); Korado Group; Stelrad Radiator Group; Radox Radiators Ltd; Pitacs Limited; Apollo Radiators; Tangshan St. Lawrence radiator manufacturing co. ltd.; Vogue UK; Myson Inc.; Porcelanosa Group
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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 towel warmers market report on the basis of application, type, and region:
Application Outlook (Revenue, USD Million, 2016 - 2027)
Type Outlook (Revenue, USD Million, 2016 - 2027)
Regional Outlook (Revenue, USD Million, 2016 - 2027)
Central and South America
Middle East & Africa
b. The global towel warmers market size was estimated at USD 664.4 million in 2019 and is expected to reach USD 633.8 million in 2020.
b. The global towel warmers market is expected to grow at a compound annual growth rate of 6.8% from 2020 to 2027 to reach USD 1,125.9 million by 2027.
b. Europe dominated the towel warmers market with a share of 47.7% in 2019. This is attributable to the presence of international companies and higher adoption in the region is acting as a major driver for higher market share. Extreme weather conditions need heating equipment in washrooms, and the demand for efficient energy solutions is a major factor behind the higher adoption rate of the product in the region.
b. Some key players operating in the towel warmers market include Runtal North America, Inc. (Zehnder Group), Korado Group, Stelrad Radiator Group, Radox Radiators Ltd, Pitacs Limited, Apollo Radiators, Tangshan St. Lawrence radiator manufacturing co. ltd., Vogue UK, Myson Inc., and Porcelanosa Group.
b. Key factors that are driving the market growth include growing economic activities, increasing urbanization and home remodeling activities are acting as a major driver for market growth. Growing awareness among consumers regarding the growth of germs in a wet towel is also acting as a catalyst for market growth.
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