Report

Global towel warmers market is projected to witness a CAGR of 6.2% during the forecast period 2024-2031, growing from USD 572.35 million in 2023 to USD 926.1 million in 2031. Factors like increasing personal disposable income, renovation of homes, and technological advancements are the major factors for the growth in the demand for towel warmers.
The hospitality industry's demand for enhanced guest experiences, along with consumers' rising focus on health and wellness, contribute to the growth of the market. Technological advancements and customization options attract consumers and induce the demand for towel warmers. Real estate development, growth of e-commerce, and preference for personal hygiene further propel the market growth. The rise in the trend of spa and wellness facilities further adds to the demand of the market.
In April 2023, Terma launched the wrap range, Bookie, of double-panel heated towel warmers. The product is influenced by northern designs with a spatial shape, structured in connecting layers providing convenient space for hanging towels. The product is of high quality, stylish, and very minimal to merge with the elegance of the bathroom interior. The Bookie towel warmer is available in a hydronic version and features adjustable mounting brackets and a 50 mm pipe center. The towel warmer, thus launched by the company, is available in 9 distinct sizes to provide consumers with a great range to choose from.
Inclination Towards Aesthetics to Boost the Market
The design and aesthetics of homes and hotels increase the demand for towel warmers by providing visually appealing, customizable, and integrated solutions that enhance the consumer's overall bathroom experience and align with their preferences and lifestyle choices. Towel warmers with diverse designs and finishes provide options for seamless integration with various interior decor styles, ensuring they complement the overall aesthetics of the space. Stylish towel warmers contribute to creating a spa-like ambiance in bathrooms, promoting relaxation and elevating the overall user experience. Towel warmers with sophisticated designs often create a perception of premium quality, encouraging consumers to invest in these products to enhance luxury and sophistication.
In July 2023, Zehnder Group AG expanded its range of decorative towel warmer rails with the launch of its Studio Collection, Zehnder Tetris. Apart from delivering optimum heat output, it delivers beautiful aesthetics with the practicality of accommodating a family collection of towels. The product is available in four variants of heights of 860mm, 1100mm, 1460mm, and 1700mm. The Tetris has been tested and certified independently to EN442. Additionally, the radiator can be colored in a wide range of finishes from Zehnder's World of Colors, allowing consumers to find the perfect match for their homes and interior design.
Rising Disposable Income Expand the Popularity of Towel Warmers
The rise in personal disposable income is a significant driver behind the increasing demand for towel warmers. As people experience an increase in their disposable income, they are more inclined to invest in lifestyle and luxury products. The rising purchasing power of consumers allows them to demand the towel warmers for their functional capabilities as well as for enrichment of their lifestyle.
Towel warmers, once considered a luxury, are now perceived as attainable and desirable additions to bathrooms, resulting in a spa-like ambiance at homes. Consumers are willing to allocate funds for products that elevate their day-to-day lifestyle experiences and make their homes more comfortable.
Moreover, the expansion of middle-class population in many regions has propelled the demand for home renovation, construction, and interior upgrades. As households climb the economic ladder, there is a natural inclination to enhance living spaces, and towel warmers fit seamlessly into the trend. The willingness to spend on home amenities reflects an evolving mindset where comfort and well-being are prioritized.
In essence, the rise in personal disposable income empowers consumers to make discretionary purchases, and towel warmers, offering both practical benefits and a sense of luxury, have become a sought-after item in the improved home landscape. The economic trend is likely to continue fostering the demand for towel warmers as consumers seek to enhance the comfort and aesthetics of their living spaces.
Electric Towel Warmers Dominate the Market
Electric towel warmers are gaining popularity due to their dual functionality, provision of warmth, and drying for towels. With convenient installation and energy efficiency, they appeal to consumers who are seeking both practicality and luxury. The convenience of on-demand heating, adjustable temperature controls, and programmable timers enhances their experience. Modern designs and finishes complement diverse interior styles, contributing to their growing use in bathrooms and homes. As an energy-efficient appliance, electric towel warmers align with eco-conscious trends. The expanding market offers various models, including those with advanced and complementary features like fans or smart controls, catering to evolving consumer preferences for comfort and technological integration.
PJH Group Limited launched a new range of GRADA heated towel warmers in the brushed brass finish in June 2023. The product is designed in a straight ladder format which comes in 3 different heights of 800, 1200, and 1600 mm with a standard width of 500 mm. The new addition offers a luxurious golden tone finish, satisfying its premium segment of consumers. The latest range is suited for 3 kinds of systems of heating- dual fuel, gas central heating, and electric. It is available in different finishes, namely, chrome, matte black, and anthracite, offering a 5-year guarantee of quality.
Technological Advancements Help in the Growth of the Market
Technological advancements contribute significantly to the rising demand for towel warmers. Innovative features such as smart controls, programmable timers, and other features increase the demand for towel warmers, catering to consumers' modern and premium lifestyle choices. Integration with home automation systems with the help of AI and IoT, allows consumers to remotely control and set warming functions.
Additionally, advancements in materials used and heating technologies contribute to improved energy efficiency of the product, making towel warmers more demandable. The integration of technology, innovation, and sophisticated designs helps consumers invest in luxury home solutions like towel warmers, heightening the growth of the market.
WarmlyYours unveiled a range of new electric towel warmers compatible with both plug-in and hardwired electrical connections in June 2022. These dual connection towel warmers are designed for convenient conversion by a licensed electrician, transitioning seamlessly from default plug-in to hardwired connections while maintaining their cETLus listings post-conversion. WarmlyYours introduced five towel warmer models, including updated versions of models like Infinity and Riviera. These towel warmers feature enhanced elements such as an updated LED switch and TempSmart overheat protection, that automatically shuts down the device when it reaches 167 Fahrenheit i.e., 75 degree Celsius.
Future Market Scenario
In the future, the global towel warmers market will witness a surge in technological advancement and product innovation to produce a diversified range of products for its consumers. Currently, the market is flooded with homogenous towel warmers due to which, the consumers are unable to differentiate among various players in the market, making the key players unable to create a distinct identity for themselves in the market.
Thus, the key players will innovate their current product offerings and provide unique towel warmers to their consumers, enhancing their experience and introducing something new to the market.
Key Players Landscape and Outlook
Key participants in the towel warmers market are driving the growth of the market through product innovation, technology advancement, and strategic partnerships. The manufacturers are innovating and launching new products to cater to the dynamic needs of the consumers.
Stelrad Limited enters electric radiator market expanding its portfolio by entering new electric models for the first time by launching towel rails and warmers in September 2023. Stelrad Electric Agata and Agata E-Flow, a modern, straight, flat tube towel warmer, were introduced, designed with five banks of three tubes, available in white and anthracite grey across three sizes. The design seamlessly blends contemporary aesthetics with functional heating and energy-saving features. The E-Flow models include a fan heater at the base, with manual controls for individual use of the towel rail, fan heater, or both as a 3-in-1 unit.
Similarly, the Stelrad Electric Cobalto and Cobalto E-Flow present a trendsetting flat tube towel warmer with striking looks and exceptional heating efficiency. Like Agata, the Cobalto E-Flow features a fan heater at the base with manual controls for versatile use.
Additionally, the Stelrad Electric Fantasia offers a tubular towel rail in white or anthracite, providing a versatile solution for designers seeking style and opulence in home heating.
Earlier, in 2022, Stelrad Limited acquired the De'Longhi brand to expand its business in the UK electric radiator market taking advantage of the forecasted growth.