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Bath Industry Market Share: What You Need to Know

September 30, 2021
Ashley Jefferson Author 3 mins read
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TraQline is your source of data and market information for the bath industry. While our quarterly reports include in-depth details used by brands like Home Depot, Lowes, and American Standard, we regularly publish free insights in our infographics. Let’s unpack some of the biggest takeaways from our Q2 2021 report on the bath industry market share. 

Understanding the Bath Industry

When it comes to understanding bath industry data, it is helpful to understand what market researchers consider a part of this market. The bath industry encompasses the retailers and products of bathroom fixtures and installations. This sector includes: 

  • Bathroom faucet sales data
  • Showerhead sales data
  • Toilet sales data
  • Bathroom sink sales data
  • Bathroom vanity sales data
  • Shower stall sales data
  • Bathroom medicine cabinet sales data
  • Bathtub sales data
  • Shower door sales data

… and so much more.

The bath industry does not encompass products or retailers of soaps, lotions, bath bombs, or toiletries. These types of related products commonly found in a bathroom are technically cosmetics, according to the FDA

Bath Industry Data, Statistics, and Market Share Insights

Within the bath industry, there is a range of metrics to watch in your line reviews. Let’s look at the three top bath industry metrics to follow within the US and Canada.

Where do Consumers Buy?

Knowing where consumers buy their bathroom products is essential to understanding the bath industry’s market share. According to 2021 TraQline data, the top retailer in both countries is Home Depot, with 32% of sales in the US and 27% of sales in Canada. 

In the US, the second most popular retailer was Lowe’s (24%), followed by Amazon (9%). Canada’s next-highest percentage of sales comes from Canadian Tire (10%), followed by Kitchen/Bath/Plumbing Showrooms (8%). 

How Consumers Buy

Are customers buying online or in-store? This metric can change the way you approach sales and gain market share. Surprisingly, Amazon owns just 4.5% of the US bath industry sales at the time of publication. However, 8% of US consumers report Amazon as the first retailer they visited in their buying journey. 

Overall, the bath industry still seems to be overwhelmingly dominated by in-store buying. In the US, 68% of consumers bought their bath product in stores, while only 26% of consumers purchased online. Similarly, in Canada, 72% of bath products were purchased at a retail store while 19% of purchases were completed online. 

Why Consumers Buy

Uncovering purchase motivation can help any brand or retailer gain market share by understanding customer context. So why do consumers shop for major bath products? These statistics were strikingly similar across both US and Canadian consumers:

  • Routine Maintenance—Routine maintenance was considered the leading consumer motivator for bath purchases in the US and Canada, accounting for 45% and 43% of sales, respectively. 
  • Remodeling—Remodeling projects were the second most common cause of consumer motivation for bath purchases in the US and Canada, accounting for 28% and 31% of sales, respectively.
  • Redecorating—Redecoration was the third leading cause of consumer motivation for bath purchases in the US and Canada, accounting for 17% and 14% of sales, respectively. 

TraQline: Your Source of Bath Industry Data

Interested in learning more about the bath industry market share? This report merely scratches the surface of TraQline’s powerful insights. Contact our experts to get started or learn more today.