Nobody shops for a toilet seat for fun. Yet the global bathroom products market was worth around USD 135.73 billion in 2025, according to Expert Market Research, and the firm expects it to climb to nearly USD 410.40 billion by 2035. That implies a compound annual growth rate of 11.70% from 2026.
The story begins with how people now think about the smallest room in the house. It is turning from a place to wash into a place to unwind.
A spa at home
The report points to a few forces behind the growth: online sales channels, a steady appetite for home renovation, rapid urbanisation and a push toward sustainability. Younger buyers matter too. Gen Z and millennials want spa-like retreats, bold colours and patterns, and wellness features built into the room.
Manufacturers are happy to oblige. Freestanding tubs and rain showers are selling the idea of a long soak. LED lighting, essential oil diffusers and sound systems are being fitted into bathroom furniture so that chromotherapy and aromatherapy can happen at home. At the opposite end of the style spectrum, floating vanities and hidden storage in single-colour palettes are meant to make a bathroom look bigger, while custom soap dispensers and monogrammed towels add a personal touch.
Luxury is also leaning on materials. Some companies are switching to stone, marble and onyx for countertops and basins.
Smart, touchless and health-aware
Hands-free hygiene tops many buyers’ lists, the report says, which has pushed makers toward toilets with anti-bacterial and anti-microbial coatings. High-tech models with heated seats, automatic flushing and self-cleaning are gaining ground. Voice-activated controls and smart mirrors are spreading as well.
Some of the newest ideas are about health monitoring. Companies are fitting toilet seats with devices that scan for abnormalities in urine or faeces, and launching mirrors that can reflect skin abnormalities, aiming at early detection of skin disorders.
At the KBIS 2026 trade show, TOTO unveiled its Aurora WASHLET+ S7A one-piece toilet with a built-in bidet. Kohler showed its Anthem EvoCycle shower, which runs at 2.5 gallons per minute and uses up to 80% less water in Cycle Mode. An app lets owners control it remotely and track water use. Kohler also took Best of Show for its booth. Separately, the company launched Reveal by KOHLER, a remodeling service sold through authorized dealers that covers consultation, installation and a lifetime limited warranty.
Japanese bidets travel abroad
Japanese bidet toilet makers are courting buyers overseas. According to the report, wealthy Chinese consumers like the eco-friendly approach and advanced features, and around half of luxury hotels in London and Paris have switched to Japanese bathroom products. Shower bidet toilets have also caught on with eco-conscious British households, partly because they cut down on toilet paper.
Sustainability runs through all of it. Tiles and countertops are being made from recycled ceramics and glass, cabinetry from cork and bamboo, and low-flow showerheads and toilets are in demand.
Where growth is fastest
By region, the report expects Asia Pacific to grow at 12.6% a year and Latin America at 12.3% through 2035, citing population growth, urbanisation and rising concern for health and hygiene. Online channels are forecast to expand at 16.7% a year, supermarkets and hypermarkets at 11.9%.
Among the major players are Toto, Kohler, LIXIL, Roca, Moen, Delta Faucet (part of Masco), Bemis, GWA Group, American Woodmark and Huida Sanitary Ware. Kohler, founded in 1873, runs manufacturing plants at over 50 locations worldwide.
