Sanitary Ware Global Market Opportunities and Strategies to 2033

This report describes and explains the sanitary ware market and covers 2018-2023, termed the historic period, and 2023-2028, 2033F termed the forecast period. The report evaluates the market across each region and for the major economies within each region.

The global sanitary ware market reached a value of nearly $38.8 billion in 2023, having grown at a compound annual growth rate (CAGR) of 3.14% since 2018. The market is expected to grow from $38.8 billion in 2023 to $53 billion in 2028 at a rate of 6.45%. The market is then expected to grow at a CAGR of 6.48% from 2028 and reach $72.5 billion in 2033.

Growth in the historic period resulted from growing globalization of trade, increased renovation activities and rising urbanization. Factors that negatively affected growth in the historic period were volatility in raw material prices.

Going forward, the rise in the population, growth in the residential construction sector and increasing investments in infrastructure will drive the market. Factors that could hinder the growth of the sanitary ware market in the future include high installation costs.

The sanitary ware market is segmented by type into toilets, washbasins, urinals, cisterns and other products. The toilets market was the largest segment of the sanitary ware market segmented by type, accounting for 36.2% or $14 billion of the total in 2023. Going forward, the other products segment is expected to be the fastest growing segment in the sanitary ware market segmented by type, at a CAGR of 7.27% during 2023-2028.

The sanitary ware market is segmented by materials into ceramic, pressed metal, acrylic plastics and perspex and other materials. The ceramic market was the largest segment of the sanitary ware market segmented by materials, accounting for 76.8% or $29.8 billion of the total in 2023. Going forward, the ceramic segment is expected to be the fastest growing segment in the sanitary ware market segmented by materials, at a CAGR of 6.62% during 2023-2028.

The sanitary ware market is segmented by technologies into slip casting, pressure casting, tape casting and isostatic casting. The slip casting market was the largest segment of the sanitary ware market segmented by technologies, accounting for 57.5% or $22.3 billion of the total in 2023. Going forward, the tape casting segment is expected to be the fastest growing segment in the sanitary ware market segmented by technologies, at a CAGR of 7.01% during 2023-2028.

The sanitary ware market is segmented by end-users into commercial and residential. The residential market was the largest segment of the sanitary ware market segmented by end users, accounting for 62.9% or $24.4 billion of the total in 2023. Going forward, commercial segment is expected to be the fastest growing segment in the sanitary ware market segmented by end users, at a CAGR of 7.16% during 2023-2028.

The sanitary ware market is segmented by sales channels into retail and wholesale. The wholesale market was the largest segment of the sanitary ware market segmented by sales channels, accounting for 76% or $29.5 billion of the total in 2023. Going forward, the wholesale segment is expected to be the fastest growing segment in the sanitary ware market segmented by sales channels, at a CAGR of 6.72% during 2023-2028.

Asia-Pacific was the largest region in the sanitary ware market, accounting for 39.6% or $15.4 billion of the total in 2023. It was followed by Western Europe and North America then the other regions. Going forward, the fastest-growing regions in the sanitary ware market will be Asia-Pacific and North America, where growth will be at CAGRs of 6.8% and 6.6% respectively. These will be followed by South America and Western Europe, where the markets are expected to grow at CAGRs of 6.5% and 6.1% respectively.

Market-trend-based strategies for the sanitary ware market include focusing on developing and launching smart and innovative solutions such as smart toilets to improve user convenience, developing products with advanced technologies, such as touchless technology and self-cleaning technology, focusing on developing innovative solutions, such as sanitary ware digital platforms, strategic partnerships and collaborations and focusing on advanced scald prevention for modern faucet solutions.

The global sanitary ware market is fairly fragmented, with a large number of small players operating in the market. The top ten competitors in the market made up to 24% of the total market in 2022. Kohler Co. was the largest competitor with a 5.9% share of the market, followed by LIXIL Corporation with 2.3%, TOTO LTD. with 4.1%, Roca Sanitario S.A. with 3.1%, Masco Corporation with 1.4%, Geberit AG with 1.4%, Villeroy & Boch AG with 1.1%, Duravit AG with 0.8%, Hansgrohe SE with 0.5% and Jaquar Group with 0.3%.

The top opportunities in the sanitary ware market segmented by type will arise in the toilets segment, which will gain $5.3 billion of global annual sales by 2028. The top opportunities in the sanitary ware market segmented by materials will arise in the ceramic segment, which will gain $11.3 billion of global annual sales by 2028. The top opportunities in the sanitary ware market segmented by technologies will arise in the slip casting segment, which will gain $8.4 billion of global annual sales by 2028. The top opportunities in the sanitary ware market segmented by sales channels will arise in the wholesale segment, which will gain $11.3 billion of global annual sales by 2028. The top opportunities in the sanitary ware market segmented by end-users will arise in the residential segment, which will gain $8.3 billion of global annual sales by 2028. The sanitary ware market size will gain the most in China at $3.5 billion.

Player-adopted strategies in the sanitary ware market include focus on strengthening business capabilities through new product launches and focus on strengthening business operations through strategic partnerships.

To take advantage of the opportunities, the analyst recommends the sanitary ware companies to focus on smart solutions, focus on technological innovation, focus on digital transformation, focus on touchless technology integration, focus on toilets and cisterns segments, focus on tape casting and slip casting segments, expand in emerging markets, continue to focus on developed markets, focus on strategic partnerships for market expansion, provide competitively priced offerings, participate in trade shows and events, continue to use B2B promotions, focus on tailored solutions for end-users and focus on commercial segment.