Towel Warmers Market Size, Share & Trends Analysis Report By Application, By Type (Electric, Hydronic), By Region (North America, Europe, Asia Pacific, Middle East & Africa, Central & South America), And Segment Forecasts, 2025 - 2030

Towel Warmers Market Size & Trends

The global towel warmers market size was valued at USD 861.5 million in 2024 and is expected to expand at a CAGR of 10.0% from 2025 to 2030. The increasing demand for energy-efficient and technologically advanced household appliances plays a significant role. As consumers become more conscious of their environmental impact, the appeal of eco-friendly towel warmers rises. Additionally, the surge in residential construction activities and the renovation of existing homes contribute to the market's expansion.

People are investing more in home comfort and luxury, including bathroom upgrades, which boosts the demand for towel warmers. Additionally, the increasing popularity of spa and wellness culture, which emphasizes personal care and hygiene, is driving market growth. The availability of diverse product designs and features also attracts a broader consumer base, enhancing market growth. In addition, the combination of eco-consciousness, home improvement trends, and the rising popularity of wellness practices drives the towel warmers market's promising outlook.

Heightened awareness among consumers about germ growth on wet towels is driving market growth. According to a statement from the University of Arizona, 90% of bathroom towels are contaminated with coliform bacteria, and approximately 14% contain E. coli. Additionally, coliform bacteria were found in 89% of kitchen towels, with E. coli present in 25.6%. The presence of E. coli is linked to how frequently towels are washed. Furthermore, towels in the bathroom tend to remain damp and are often not fully dried, creating an environment conducive to the growth of germs, such as mold and mildew, as well as unpleasant odors.

Type Insights

The electric segment dominated the market with the largest revenue share of 66.4% in 2024. This dominance is attributed to its ease of use, energy efficiency, and convenience. Electric models are often preferred as they can be installed easily without complex plumbing work. Additionally, technological advancements have made electric towel warmers more efficient and effective, appealing to a wider range of consumers. With the growing emphasis on eco-friendly and smart home products, electric towel warmers are likely to maintain their leading position in the market. For instance, in October 2024, BestHeating introduced the Linus ECOSO Electric HTR with Fan Assist, a towel radiator with advanced heating technology. Its sleek black, anthracite, and white design offers 1,800W to 2,200W wattage options. The bottom fan enhances heat distribution, and the heating element and fan can operate separately or together. It is compatible with the ECOSO App, Google Home, and Amazon Alexa and allows mobile, voice, and remote control. Safety-certified, it is suitable for diverse installation needs in bathrooms.

The hydronic segment is expected to grow at a significant CAGR of 9.6% over the forecast period. Hydronic models offer consistent and even heating, which makes them a popular choice for consumers seeking efficient and sustainable heating solutions. For instance, The Marquis Traditional Hydronic Heated Towel Warmer measures 36.75” x 24.5” and features a durable chrome and white finish that enhances classic bathroom aesthetics. Crafted from high-quality steel, it offers exceptional heat output for optimal comfort. An overhanging rail maintains organized, warm towels. Valves are available in various styles. Moreover, the rising awareness of eco-friendly home products and the increasing trend towards sustainable living further contribute to the growth of hydronic towel warmers in the market.

Application Insights

The commercial segment dominated the market with the largest revenue share in 2024. This expansion is driven by the increasing adoption of towel warmers in various commercial settings such as hotels, spas, gyms, and wellness centers. These establishments prioritize providing enhanced comfort and luxurious experiences to their clients, which fuels the demand for towel warmers. Moreover, the rising trend of wellness and personal care and the emphasis on hygiene and cleanliness in commercial spaces contribute to the segment's robust growth.

The residential segment is expected to grow at the highest CAGR over the forecast period. This growth is attributed to the growing trend of home renovation and improvement activities, where homeowners are increasingly investing in bathroom upgrades to enhance comfort and luxury. According to Forbes Global Properties, China leads the global home improvement market with USD 994.5 billion, primarily on hardware/DIY tools (USD 711.1 million). The U.S. follows at USD 932.7 billion, with 65% on hardware/DIY tools, mirroring trends in New Zealand, Norway, Switzerland, Sweden, and Canada. New Zealand tops per-capita spending at USD 3,240. India is third globally, spending USD 286.851 billion, driven by demand for major appliances and DIY tools.

Furthermore, the rising demand for energy-efficient and aesthetically pleasing appliances in residential spaces further bolsters the market. Additionally, the increasing awareness of personal hygiene and wellness practices among consumers drives the adoption of towel warmers in homes. The convenience and efficiency offered by these devices make them a preferred choice for residential use.

Regional Insights

North America towel warmers industry held a considerable share in 2024. The increasing adoption of advanced home appliances and the rising trend of home renovation and improvement activities across the region are driving regional growth. Consumers in North America are increasingly investing in energy-efficient and aesthetically appealing products to enhance their living spaces, including bathrooms. The popularity of wellness and personal care routines also boosts the demand for towel warmers in residential and commercial settings. Additionally, the presence of key market players and the availability of innovative products further contribute to the market’s significant share in North America.

In July 2024, Amba Products introduced the Modello I, a sleek single-bar towel warmer with versatile vertical or horizontal installation. Available in round or square profiles and four finishes (Brushed, Matte Black, Satin Brass, and Polished Stainless Steel). It features a dry electrical system for uniform heating. Concealed electrical connections ensure a streamlined look. Modello i enables flexible configurations for bathrooms, enhancing convenience and design. Available through Amba’s dealer network and preferred web retailers across North America, it represents a significant innovation in towel warming solutions.

U.S. Towel Warmers Market Trends

The U.S. towel warmers industry is expected to grow significantly over the forecast period. Rising demand for luxury bathroom amenities and spa-like experiences at home encourages consumers to invest in towel warmers. Increasing disposable incomes and focusing on home improvement activities also contribute to the market’s growth. Technological advancements, such as the integration of smart features and energy-efficient designs, also attract consumers. Government regulations supporting this growth include standards for energy efficiency and safety. The Consumer Product Safety Commission (CPSC) enforces regulations to ensure that towel warmers meet safety standards, reducing the risk of accidents and promoting consumer confidence. Furthermore, the Energy Star program encourages the production and use of energy-efficient appliances, including towel warmers, which aligns with the growing consumer preference for eco-friendly products.

Europe Towel Warmers Market Trends

Europe towel warmers industry dominated the global market with the largest revenue share of 46.8% in 2024. The region’s well-established construction and renovation activities and the popularity of the spa and wellness culture contribute to the robust market growth. Additionally, the presence of leading manufacturers and the availability of a wide range of innovative and stylish towel warmers further bolster Europe’s commanding position in the market. The strong consumer preference for eco-friendly and technologically advanced products ensures that Europe remains a key player in the towel warmers industry. For instance, in November 2024, The Radiator Company unveiled the hydronic Ellipsis Classic heated towel rail, featuring a striking 25 x 50mm elliptical tube design. Ideal for kitchens, bathrooms, and cloakrooms, it offers customizable options in size, color, and finish. New finishes include Aged Brass, Vintage Green, Pearl Bronze, Satin Gold, and more, along with 188 RAL colors. Made from high-quality Italian steel with a 10-year guarantee, it is CE/UKCA approved and compliant with EN442 standards. The rail connects to central heating or dedicated hot water systems.

The UK towel warmer industry dominated the European market with the largest revenue share in 2024. The country’s growth is attributed to the rising trend of home spa experiences and growing consumer demand for luxury bathroom fixtures. Furthermore, introducing an energy-efficient model for towel warmers contributes to market growth. In addition, the country’s rising disposable income and high spending capacity boost product demand.

Asia Pacific Towel Warmers Market Trends

Asia Pacific towel warmers is expected to grow at the fastest CAGR of 11.0% over the forecast period. The region’s growth is attributed to increasing demand for enhanced home comfort solutions, driven by rising urbanization, improving living standards, and a growing middle-class population. The market’s expansion is also supported by technological advancements and the rising popularity of energy-efficient and stylish home heating products.

For instance, in December 2024, Hindware launched its Italian Collection Towel Warmers, available in wall-mounted and floor-standing variants. These warmers are constructed from a strong, lightweight aluminum alloy with an oxidized silver finish. They are shockproof, easy to clean, and can heat up in 5 minutes. It maintains a safe temperature range of 45-55°C with an automatic cut-off for safety. Designed for 24/7 use, they are priced at USD 115.53 and USD 230.87 and available across India, providing stylish, energy-efficient comfort for winter.

China’s towel warmer market is projected to experience substantial growth over the forecast period. This is primarily due to rising disposable incomes, which encourage consumers to invest in luxury items and enhance their home comfort. Additionally, there is an increasing awareness of the benefits of towel warmers, including greater comfort and improved hygiene.

Key Towel Warmers Company Insights

Some key companies in the towel warmers market include Zehnder Group AG, KORADO, Stelrad Limited, RADOX, and others.

• Zehnder Group AG is a Swiss company specializes in developing, manufacturing, and selling indoor climate systems. It offers a range of products, including heating and cooling ceiling systems, decorative radiators, indoor ventilation systems, heat exchangers, and clean air systems. One of their popular products is the Zehnder Zenia, an electric towel warmer that also functions as a towel dryer, infrared radiator, and boost heater.

• KORADO is a company that produces towel rail radiators suitable for bathrooms, toilets, kitchens, and utility rooms. Their towel warmers come in various models, including the KORALUX LINEAR, KORALUX RONDO, and KORALUX NEO. These radiators can be connected to hot-water central heating systems or used as electrically heated radiators. KORADO offers a wide variety of colors and sizes to fit any bathroom, and their towel warmers are designed to dry textiles efficiently.

Towel Warmers Market Report Scope

Global Towel Warmers Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global towel warmers market report based on type, application, and region:

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Residential

  • Commercial

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • Electric

  • Hydronic

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • Japan

    • China

    • India

    • South Korea

    • Australia

  • Latin America

    • Brazil

  • Middle East and Africa (MEA)

    • UAE