ELECTRIC MASSAGERS MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2024 - 2031)

Market Size and Trends

The electric massagers market is estimated to be valued at US$ 9.31 Bn in 2024 and is expected to reach US$ 16.73 Bn by 2031, growing at a compound annual growth rate (CAGR) of 8.7% from 2024 to 2031.

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Factors, such as increasing health awareness, rising disposable income, and growing importance of self-care, are driving more people to use massage devices on a regular basis. In particular, demand has grown rapidly among millennial who want quick and convenient solutions to relax and relieve stress. Portable electric massagers that can be used both at home and when travelling have gained widespread popularity. Looking forward, further technological advancements introducing more innovative form factors and additional therapeutic features will expand the appeal of electric massagers.

Growing Physical Complaints and Health Issues

As people lead increasingly sedentary lifestyles with less physical activity and more time spent sitting in front of computers or mobile devices, various physical problems and health issues have become quite common. People of all age groups, especially those engaged in office jobs, report issues such as back pain, muscle fatigue, stiffness in the shoulders, neck pain, etc. on a regular basis due to long hours of sitting in awkward postures. Modern day stresses and pressures also contribute to problems such as insomnia, fatigue, anxiety, and overall lack of relaxation. While the body needs physical movement and activity to remain fit, many find it difficult to make time for exercise and yoga in their busy schedules. Electric massagers provide relief for such physical complaints and help reduce stress as well. They help relax tight and sore muscles, improve blood circulation, reduce anxiety, and promote better sleep. With massage therapy gaining more popularity and its proven benefits, people are looking at regular use of massagers as part of their self-care regime. Massagers have become an indispensable tool to deal with modern lifestyle related issues. Such growing physical and mental health problems are driving more people to adopt massagers for relaxation therapy at home.

Market Concentration and Competitive Landscape

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In the recent past, there is increasing awareness among people about wellness, self-care, and holistic health. People now pay more attention to lifestyle changes, stress management techniques, and alternative therapies to feel good mentally as well as physically. Various self-care trends and activities such as essential oils, Ayurveda, yoga, meditation, etc. have become quite popular. Massage therapy as a form of self-care is also gaining wide acceptance. Electric massagers fit well into current wellness trends as they allow people to indulge in regular massage therapy in the comfort of their homes. Massagers help people unwind and de-stress as part of their daily wellness routine. With growing importance given to self-care, massagers are being seen not just as pain relief devices but as stress relievers promoting overall health too. Manufacturers promoting massagers beyond just pain relief to wellness applications cater well to evolving consumer expectations. Influencers highlighting benefits of in-home massage further popularize their usage. People's growing focus on lifestyle, wellbeing, and preventive healthcare is a major driver enabling the increasing adoption of massagers.

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Massage therapies are considered a luxury, making consistent high demand difficult to maintain especially during economic downturns. Product quality and reliability vary greatly between cheap imports and high-end brands, making it hard for consumers to assess value. Public awareness of the health benefits of massage is still growing, as are acceptance and demand for self-treatment products rather than spa visits.

Aging populations seeking relief from sore muscles and joints will drive the market growth. Healthcare cost savings from alternatives to drugs and surgery increase appeal. Features like Bluetooth apps and customization open new use cases. The pandemic boosted home wellness, benefiting electric massagers. Portability lets consumers "take the spa home" seamlessly.

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In terms of end user, commercial contributes the highest share owing 68.3% in 2024 of the electric massagers market owing to increased emphasis on workplace wellness programs. Many large corporations are recognizing the financial and productivity benefits of promoting employee health and reducing stress. Muscle fatigue and tension are common complaints of sedentary office workers who spend long hours sitting in front of computers. Electric massagers provide a low-cost solution for on-site massage options.

Wellness centers set up in office buildings offer neck, shoulder, and back massages to employees throughout the work day. This allows workers to quickly relax sore muscles and recharge without needing to leave the office during busy periods. Companies also contract massage therapists to provide chair massages at annual health fairs or retreats. Making massage conveniently accessible encourages employees to utilize the service.

Specific job roles that see the most benefit include customer service representatives who spend all day on phones, programmers who hunch over keyboards, and executives who travel frequently. Massage helps relieve physical and mental stress accumulated from demanding positions. Companies want engaged and productive employees, so wellness perks aim to improve morale and job satisfaction.

As workplace wellness gains more attention, partnerships have formed between massager manufacturers and corporate wellness providers. Branded massagers customized for office settings target this large commercial segment. Varied massage intensities and automatic shut-off features make the devices office-appropriate. Expanded wellness programs will continue powering commercial demand for electric massagers.

Insights, By Distribution Channel- Hypermarkets & Supermarkets Dominate Distribution

In terms of distribution channel, hypermarkets and supermarkets contribute the highest share owing 37.4% in 2024 due to one-stop shopping convenience. These “big box” retailers occupy sizable retail footprints with vast product assortments. Customers can find electric massagers alongside other health and beauty items while completing their weekly grocery stock-up.

As daily life becomes busier, time-starved shoppers want to minimize separate store trips. Hypermarkets fill this need by housing a little bit of everything under one roof. Massager buyers combine their purchase with other regularly purchased household goods. Retail giants foresee consumer preferences shifting more towards multi-category shopping destinations.

Shelf space allotted to wellness products expands based on customer demand. Massagers enjoy prime real estate like endcaps that catch eyes while shoppers cruise aisles. Prominent placement boosts impulse buys for items not originally on shopping lists. Strategic in-store advertising and trial kiosks further stimulate sales at the point of selection.

Suppliers benefit from hypermarkets’ scale and distribution reach across wide geographic regions. Efficient replenishment systems keep sought-after massagers well-stocked. As ‘category killers’, hypermarkets will maintain their stronghold over the massagers category for convenience and assortment.

Insights, By Type- Neck & Shoulder Massagers Dominate Due to Targeted Relief

In terms of type, neck and shoulder massagers contribute the highest share owing 31.8% in 2024 due to their ability to target common areas of muscle tension. Spending long hours looking down at devices like phones or computers puts strain on these regions. Repetitive motions from tasks like typing, driving, or household chores also build up stress.

Neck and shoulder massagers expertly knead tightened muscles through various massaging nodes or rollers. Precise triggering of pressure points soothes aching areas. Portable designs let users receive massage whenever and wherever tension arises - at desks, in cars, or on couches. Workers can relax stiff neck and shoulders instantly without disrupting their activities.

Compact neck and shoulder models fit conveniently under airline seats to relax during flights. Versatile attachments integrate the massagers with office chairs or recliners for extended use. Trigger point technology identifies and eliminates knots. Heating functions relax muscles before massaging for deeper relief.

As modern life increasingly burdens these pressure areas, demand will remain strong for massagers specialized in neck and shoulder therapy. Advanced features offer heightened relaxation and health benefits. Their targeted applications make neck and shoulder massagers the most used type.

Regional Insights

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North America has established itself as the dominant region in the global electric massagers market owing 51.8% in 2024. With countries such as the U.S. and Canada having sizable disposable incomes and health-conscious populations, the demand for at-home wellness products is high. Major electronics companies have set up expansive research and production facilities in the region to cater to consumer demand.

Retailers in North America stock a wide variety of massager options at varying price points. Back massagers and handheld massagers are especially popular purchases. Ease of access coupled with aggressive marketing strategies by regional players has made electric massagers a must-have self-care product for households. Many North Americans regularly use massagers as part of their daily stress-relieving routines or before bedtime.

The Asia Pacific region has emerged as the fastest growing market driven primarily by the Chinese and Indian markets. Rising incomes and exposure to Western wellness trends among urban populations is a major factor propelling market expansion. Local appliance makers have boosted investments in R&D and manufacturing capabilities to produce innovative massager designs at competitive prices.

Online and brick-and-mortar outlets in major Asian cities now stock an assortment of massagers from basic corded models to advanced massaging chairs. Growing tourism and business travel from Asia Pacific to other global markets has also increased awareness about the product category. Portable variants suited for travel use are widely sold fulfil back support needs of frequent travelers.

E-commerce has tremendously helped expand the consumer base in Asia Pacific over recent years. Mass popularization of smartphones combined with lucrative discounts offered during seasonal festivals like Singles Day or during economic events like Black Friday have encouraged more consumers to shop online for such products. This trend is expected to further strengthen the regional market position.

Market Report Scope

Key Developments

• In 2022, Osaki Massage Chair Inc. specializes in designing and manufacturing innovative massage chairs that provide relaxation and comfort. introduced a new 3D massage chair called the Osaki OS-Pro 3D Honor as part of its OS-Pro product line. This massage chair is highly esteemed for its L-Track rolling system, designed with a Japanese massage style.
• In May 2018, Mynt is a financial technology company that offers innovative digital payment solutions and financial services. unveiled its latest handheld cordless massager, ideal for alleviating pain in various parts of the body, including the hands
• In April 2017, Panasonic India is a subsidiary of Panasonic Corporation, a multinational electronics corporation headquartered in Japan. launched the EV2510-K massager, a handheld rolling massager suitable for use all over the body, including the hands. It is designed for general use and can also be used by orthopedic patients for nerve stimulation.

*Definition: The electric massagers market includes all types of electric massager devices that are used to massage muscles and reduce tension, stress, pain and soreness. These massagers can target specific areas like the back, neck, shoulders, legs or can be full-body massagers. Some key product types are massaging cushions, back massagers, foot massagers, leg/thigh massagers, neck/shoulder massagers and full-body massagers.

Market Segmentation

• End User Insights (Revenue, US$ BN, 2019 - 2031)
  • Commercial
  • Residential
•  Distribution Channel Insights (Revenue, US$ BN, 2019 - 2031)
  • Hypermarkets & Supermarkets
  • Specialty Stores
  • Online Sales Channel
  • Others
•  Type Insights (Revenue, US$ BN, 2019 - 2031)
  • Neck & Shoulder
  • Back & Body
  • Leg & Foot
  • Head
  • Others
• Regional Insights (Revenue, US$ BN, 2019 - 2031)
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East & Africa
    • GCC Countries
    • South Africa
    • Rest of Middle East & Africa
• Key Players
  • Panasonic Corporation
  • MedMassager
  • Joicom Corporation
  • Human Touch
  • Shenzhen Relcare Electronics
  • LURACO Technologies Corporation
  • Dr. Physio
  • Omron Corporation
  • Medisana GmbH
  • JSB Health & Fitness Pvt. Ltd.
  • HoMedics
  • Family Inada Co. Ltd.
  • Wenzhou Huifan Technology Co. Ltd.
  • Propera Corp.
  • OSIM International
  • Nekteck
  • LURACO Technologies Corporation