Sanitary Ware Market Size - By Product Type, By Mounting Type, By End Use, By Distribution Channel, Forecast 2024 – 2032

Sanitary Ware Market Size

The sanitary ware market was valued at USD 32.8 billion in 2023 and is expected to reach USD 54.3 billion in 2032, growing at a CAGR of 5.9% from 2024 to 2032, due to rising urbanization and construction activities. With the development of new residential and commercial buildings in urban areas, there is an increasing need for proper sanitation facilities. This has resulted in the installation of toilets and washrooms in these buildings, which in turn, boosts the demand for sanitary ware products.
 

The growing trend of smart cities and sustainable infrastructure with the integration of smart technology in sanitary ware, such as water flow sensors and automated cleaning systems, has also led to the incorporation of advanced sanitary systems in buildings, further propelling sanitary ware market growth. These advancements not only improve the overall functionality and hygiene of the products, but also make them more appealing to consumers who are increasingly conscious about environmental sustainability. As a result, with the continued development and implementation of smart city initiatives, the demand for advanced sanitary ware is anticipated to continue to rise in the near future.
 

According to the World Health Organization (WHO), 2 billion people globally still lack access to basic sanitation services as of 2023. Governments worldwide are prioritizing sanitation infrastructure to address this gap. For example, the United States Environmental Protection Agency (EPA) promotes water-efficient products through its WaterSense program, encouraging the adoption of advanced sanitary ware.
 

Advanced sanitary ware products are often complex and require specialized skills for installation and repair. This can lead to high maintenance costs for consumers, making it difficult for them to afford these products in the long run. In addition, the availability of cheap and low-quality imitations further hampers market growth. These imitations may look like the original products, but they lack in terms of durability and functionality. This can not only lead to dissatisfied customers, but also tarnish the reputation of the original brand.
 

The sanitary ware market is also facing challenges from within the industry. One such challenge is the rising cost of raw materials used in the production of sanitary ware products. This has led to an increase in the overall cost of production, which is ultimately passed on to the consumers. As a result, consumers are becoming more price-sensitive and are looking for more affordable options, thereby impacting market growth.
 

Sanitary Ware Market Trends

Minimalistic designs with slim edges are currently dominating the sanitary ware and bathroom fixtures market. The simplicity and versatility of these designs are enticing consumers, leading to their widespread adoption in homes. According to the Environmental Protection Agency (EPA), water-efficient fixtures, such as modern wall-mounted closets and slim-edged over-the-counter basins, can reduce water usage by up to 20%, contributing to sustainability efforts. There's a noticeable shift from traditional closets to these modern versions, and from pedestal basins to contemporary designs. This trend is driven not only by aesthetics but also by the ease of maintenance and reduced water consumption.
 

The Supraglaze Coating feature not only shields users from harmful pathogens but also upholds hygiene standards. Beyond being anti-bacterial, it's also anti-microbial, offering protection against harmful viruses. In response, Roca has introduced its latest Ona product segment, incorporating the Supraglaze coating for enhanced hygiene. Additionally, the Centers for Disease Control and Prevention (CDC) emphasizes the importance of anti-microbial surfaces in reducing the spread of viruses and bacteria, further validating the demand for such innovations in sanitary ware.
 

Sanitary Ware Market Analysis

Based on type, the market can be segmented into toilet sinks/water closets, showers, washbasins, bathtubs, urinals, and others. The toilet sinks/water closets segment reached over USD 15.2 billion in 2023 and is anticipated to cross USD 25.6 billion by 2032. Innovative sinks offer a variety of benefits and features that make them a must-have in modern bathrooms. With their sleek and stylish designs, toilet sinks add a touch of elegance & sophistication to any bathroom space. They are available in a wide range of shapes, sizes, and colors, making it easy for consumers to find the perfect fit for their bathroom.
 

Additionally, with the rise of smart homes and technology, toilet sinks are also being integrated with eco-friendly features such as water-saving modes & energy-efficient lighting, resulting in the maximum share and popularity amongst consumers.
 

Based on end users, the sanitary ware market is categorized into residential and commercial. Sanitary ware for residential use dominated a market share of 66% in 2023 and is anticipated to grow over the forecast timeframe. Sanitary ware installation has become an essential aspect of any residential area with homeowners paying close attention to the design, functionality, and quality of their bathroom fixtures.
 

In recent years, there has been a significant increase in the demand for sanitary ware installation in residential areas, surpassing the demand in commercial spaces. This trend can be attributed to several factors such as the rise in disposable income among individuals has led to a greater focus on home improvement and renovation projects. the increasing trend of urbanization has also played a significant role in the growth of sanitary ware installation in residential areas.
 

US. sanitary ware market size surpassed USD 6.6 billion in 2023 and is likely to exceed USD 10.8 billion by 2032. One of the most significant drivers of demand in the U.S. market is the ongoing population growth and urbanization. As the population increases, particularly in urban areas, there is a constant demand for housing and infrastructure, which directly impacts the need for bathroom fixtures such as toilets, sinks, bathtubs, and showers.
 

Urbanization leads to the construction of new residential properties, including apartments, homes, and commercial buildings, all of which require sanitary ware. Additionally, the renovation and upgrading of existing properties due to the increasing number of older buildings also contribute to the demand for new sanitary ware products.
 

Country level analysis

• North America generated a revenue of USD 8.3 billion in 2023 and is projected to generate revenue near USD 13.4 billion by 2032. North American consumers are increasingly seeking eco-friendly and water-efficient products, such as low-flow toilets, energy-efficient faucets, and water-saving showerheads. This is driven by growing environmental awareness and government initiatives promoting sustainability.
   
• The estimated value of the sanitary ware market in Europe for the year 2023 was valued at USD 8.9 billion and is projected to grow at a CAGR of 5.6% till 2032. In countries like Germany, France, and the UK, there is a growing trend of upgrading bathrooms to modernize spaces with contemporary design and functionality. This includes the adoption of advanced sanitary ware products such as smart toilets and high-efficiency bidets.
   
• The Asia Pacific sanitary ware market crossed USD 11.2 billion in 2023 and grow at a CAGR of 5.7% between 2024 and 2032. The rapid pace of urbanization in countries like China and India is a major driver of demand for sanitary ware. With an increase in residential and commercial construction, the demand for sanitary ware products like toilets, sinks, and shower systems is rising rapidly.
   

Sanitary Ware Market Share

• The top 5 companies in sanitary ware industry include Artize, Astral Bathware, CERA, Duravit, Eczacibasi Group, Fuao, Geberit and they collectively hold a share of 30-35% in 2024.
   
• Artize is a premium brand in the sanitary ware industry, known for its luxury bathroom products that combine exquisite design with advanced functionality. The brand is recognized for offering a wide range of high-end sanitary ware, including faucets, showerheads, washbasins, bathtubs, and other bathroom accessories. Artize emphasizes creating bathroom solutions that provide a unique blend of aesthetics, comfort, and durability, which appeals to both residential and commercial customers who seek top-quality, luxury bathroom fixtures.
   
• Astral Bathware is a leading name in the Indian sanitary ware market, recognized for its high-quality products and innovative bathroom solutions. Specializing in manufacturing sanitary ware products such as faucets, shower systems, sinks, and accessories, Astral Bathware has earned a reputation for delivering durable and aesthetically pleasing bathroom fixtures. Known for its consistent product quality and performance, Astral has established itself as a trusted brand for both residential and commercial applications.
   
• CERA Sanitaryware Ltd. is one of the leading players in the Indian sanitary ware market, known for offering a wide range of high-quality bathroom products. Founded in 1980, CERA has grown to become one of the largest manufacturers of sanitary ware, with an extensive product portfolio that includes toilets, washbasins, faucets, bathtubs, shower systems, and other bathroom accessories. The brand is highly regarded for its premium-quality products, which combine durability, design, and functionality.
   

Sanitary Ware Market Companies

Major players operating in the sanitary ware industry include:

• Artize
• Astral Bathware
• CERA
• Duravit
• Eczacibasi Group
• Fuao
• Geberit
• Hindware
• Jaquar Group
• Johnson International
• Kohler
• Neycer
• Parryware
• Roca Sanitario
• TOTO
   

Prominent players including Jaquar Group, TOTO, Kohler Co., and Roca Sanitario S.A.U. accounted for over 25% -30% market share in 2023. These players are proactively involved in strategic endeavors such as mergers & and acquisitions, facility expansion, and collaborations to expand their product portfolios, extend their reach to a broader customer base, and strengthen their market position. These enterprises consistently allocate resources to R&D, aiming to enhance their designs and integrate cutting-edge technologies, thereby ensuring that they maintain a competitive edge.
 

Sanitary Ware Industry News

• In October 2023, Roca Group acquired German-based Alape GmbH, an established premium brand that specializes in the production of bathroom objects made from enameled steel. The acquisition primarily aimed to deliver advantages in sales and the market position of both companies.
   
• In September 2023, Toto develops a bidet feature that can be adjusted by smartphones. The product was developed to meet the surging demand for contact-free solutions. The new model from Toto’s Wash let Apricot P line is fitted with a toilet lid that opens automatically.
   
• In August 2023, Duravit AG planned to build the world’s first climate-neutral production facility in Quebec, Canada. The new plant will make ceramic sanitary ware products including water closets and washbasins that use renewable energies.
   

The sanitary ware market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue (USD Billion) and volume (Thousand Units) from 2018 to 2032, for the following segments:

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Market, By Product Type

• Toilet Sinks/Water Closets
• Showers
• Washbasins
• Bathtubs
• Urinals
• Others (Pedestals, Soap Trays/Holders)

Market, By Mounting Type

• Floor Mounted
• Wall Mounted

Market, By End Use

• Residential
• Commercial
  • Shopping Malls
  • Public lavatory
  • Offices
  • Educational Institute
  • Others (Restaurants, Hotels)

Market, By Distribution Channel

• Direct Sales
• Indirect Sales

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Mexico
  • Argentina
• MEA
  • Saudi Arabia
  • UAE
  • South Africa