Market Introduction

The global massage equipment market was valued at USD 17.12 billion in 2024 and grew at a CAGR of 7.88% from 2025 to 2034. The market is expected to reach USD 36.55 billion by 2034. The growing interest in wellness will drive the growth of the global massage equipment market.

Equipment used for massage includes tools that deliver therapeutic massage and relaxation features. Device manufacturers created these tools to duplicate traditional massage hand techniques for the purpose of tension relief, better blood circulation, decreased muscle stiffness and enhanced body relaxation. The growing consumer interest in wellness along with self-care practices has caused the massage equipment market to experience substantial expansion. The market offers massage equipment that includes handheld tools and complete body automation systems. The rotating heads and vibrating mechanisms on handheld devices focus on targeting the back and shoulders and neck. Modern massage chairs deliver complete body massage therapy through settings that produce kneading and tapping and rolling effects while heating the body. Foot massagers function as tired foot relief tools because they activate pressure points through reflexology-based stimulation. The rapid pulses of percussion massagers efficiently penetrate muscle tissue depths and work well for treating muscle distress and recovery needs. Users can customize their experience through multiple settings which control intensity levels and heating functions as well as massage modalities available on these devices. High-end models come with Bluetooth functionality and onboard speakers as well as timer controls. The wellness industry expansion has led to massage equipment becoming one of the most frequently used tools by people who want to decrease stress while improving mobility and enhancing their well-being.

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Recent Development

• Electric massage equipment sales in Russia are reportedly on the rise as players search for creative ways to get around the game's (Hamster Kombat) mind-numbing cash mining process.  The e-commerce site Wildberries stated that sales of these devices nearly tripled in June, a 179% rise, according to the Russian news portal Vedomosti.  In addition, sales at competitor retailer Ozon increased by 33% in June and July over the prior year.  Millions of players worldwide have been enthralled with the straightforward yet addicting tapping mechanic of the Telegram game Hamster Kombat.  In order to update their avatars and finish daily activities, players must tap their avatars to earn cash.

Market Dynamics

Drivers

Advancements, accessibility and innovation – The functionality of massage devices improved substantially because of technological progress that includes adjustable intensity levels, heat settings and multiple massage modes together with Bluetooth and app control features. The improvements create devices which provide efficient customization features that appeal to modern consumers. Users gain convenience through residential access to therapeutic massage devices because this eliminates their need to schedule regular spa appointments and pay therapist fees. The simple usage pattern and access to massage equipment creates higher customer demand which makes these devices popular among wellness-focused people. The expanding collection of massaging equipment ranging from portable hand devices to complete body chairs enables consumers to obtain suitable products that fulfil individual tastes and requirements. Users who want personalized experiences find customization features of different modes and adjustable settings among the most attractive elements of massage equipment. Higher household earnings give buyers the capacity to buy luxury massage equipment containing superior features. The massage equipment market experiences substantial growth because of technological advancements together with product variety and convenience features.

Restraints

Lack of knowledge and high price point – Customers who operate on tight budgets encounter major difficulties in purchasing premium massage devices because such advanced chairs and smart-enabled equipment feature are expensive. Potential consumers avoid purchasing these products because they need to initially spend more money on them than they would for professional massage therapies. The market is restricted by widespread unawareness about massage devices and their advantages as well as insufficient knowledge about proper equipment utilization. Most consumers who lack complete knowledge about the therapeutic effects of massage devices remain cautious about their purchase due to this knowledge gap. The belief that home massage devices deliver weaker results than professional massages cause potential buyers to delay purchases of massage equipment. The doubt that some people hold about the therapeutic capabilities of mechanical devices compared to traditional professional touch therapy might cause them to avoid purchasing these devices or equipment. These factors involving high equipment costs and insufficient education and doubts about the effectiveness and maintenance needs work together to deter widespread adoption of massage equipment.

Opportunities

Lifestyle changes and favourable wellness trends – The external marketplace for massage equipment reacts primarily to modified social developments and population patterns. People throughout the globe increasingly pursue health and wellness because they recognize self-care and relaxation improves their physical and mental wellness. Awareness about managing stress has primarily driven people to look for self-care solutions including at-home massage equipment that provides restful experiences and reduces tension levels. Rising medical cases of musculoskeletal disorders constitute another key external influence in the market because these include conditions such as back pain and joint discomfort and neck stiffness. Rising occurrences of certain health conditions create greater marketplace need for therapeutic devices which operate independently from therapeutic treatments by professionals. Worldwide demographics that include aging people contribute significantly to rising demand for massage equipment. The human body tends to lose flexibility combined with diminished movement among older adults prompting individuals to use these massage tools for maintaining comfort and mobility. The COVID-19 pandemic emerged as an essential external driving force in the industry. Consumer restrictions on spa visits and professional services because of lockdowns and social distancing policies caused many people to buy massage devices for home-based wellness practices. Home-based wellness became a permanent behaviour shift because people retained it after the pandemic demanded their isolation. External factors starting from changes in health priorities and population transformations and ending with pandemic-induced behavioural shifts have substantially increased market demand for massage equipment.

Segment Analysis

Regional segmentation analysis

The regions analyzed for the market include North America, Europe, South America, Asia Pacific, the Middle East, and Africa. Asia Pacific emerged as the most significant global massage equipment market, with a 35% market revenue share in 2024.

The regional countries including China, Japan and South Korea maintain centuries-long cultural traditions of wellness practices. Asian cultural acceptance of massage practices easily adapted to contemporary life as customers now regularly use massage devices to both relax and manage stress. Asia Pacific maintains several top manufacturing and exporting entities making massage equipment especially concentrated in China and Japan where product innovation through technological advances continues to grow. The middle-class expansion together with increasing urban density and rising consumer interest in self-care has driven market demand throughout residential and commercial domains. E-commerce growth within the area has strongly contributed to increased consumer acceptance of online stores for purchasing massage equipment among tech-savvy residents. The market experiences favourable conditions for growth because government support for wellness throughout the region. The extensive variety of massage products coupled with affordable prices in Asia Pacific creates conditions that attract customers from all levels of income.

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Product type Segment Analysis

The product type segment is divided into massage chairs, handheld massagers, back & shoulder massagers, foot & leg massagers, neck & shoulder massagers, head massagers, massage tables and others. The massage chairs segment dominated the market, with a market share of around 32% in 2024. The global massage equipment market is dominated by massage chairs because they offer complete functionality combined with sophisticated features along with rising demand for home-based whole-body wellness solutions. The professional massage simulations included in these chairs provide users with various massage techniques which include kneading, tapping, shiatsu and rolling patterns thus making them ideal for people looking to quickly access stress relief and body treatment options at home. Urban communities with sedentary patterns have boosted the rising interest in massage chairs as people become more knowledgeable about health and wellbeing. Recent technological advancements have solidified their position by adding zero gravity functions and heat therapy and body scanning capability alongside Bluetooth connectivity which follow modern consumer demands and enhance the overall experience. People within middle- to high-income brackets treat massage chairs as long-term medical investments for wellness needs. Home working accelerated the adoption of massage chairs since people needed ways to find relaxation inside their private living areas. The initial restrictive nature of their expenses has now been addressed by instalments and middle-range price options that make them more approachable. The massage chair segment leads the global massage equipment market because benefits from versatility in use and lifestyle compatibility with innovative features.

• To improve security and accessibility, the Speaker's office of the Karnataka Legislative Assembly has suggested spending Rs 3 crore to install smart locks in each MLA's room inside the Legislators' House. Even as this idea gains traction, Speaker UT Khader has sparked new discussion by proposing that the Assembly should install massage chairs in addition to recliners to make lawmakers more comfortable. Given the long hours and stress that parliamentarians undergo, he emphasised that the move was a need rather than a luxury.

Application Segment Analysis

The application segment is divided into residential use and commercial use. The residential use segment dominated the market, with a market share of around 55% in 2024. The residential market sector leads the worldwide massage equipment application segment since people focus more on home-based wellness improvement and stress reduction. The trend of including self-care routines into everyday life has grown popular among consumers which resulted in massage equipment establishing itself as important components for home wellness systems. Society has accelerated this pattern because people lead hectic lives and face mounting work stress and limited opportunities to visit professional spas or therapy centres. More consumers now dedicate their money to buying massage chairs and handheld devices together with other home-based equipment to get therapeutic benefits within their homes. The COVID-19 pandemic together with lockdowns and social distancing protocols created barriers to access commercial wellness facilities which drove customers toward investing in self-care solutions at home. Home users choose massage equipment because it grants them immediate service benefits and provides long-term affordability through lowered professional massage bill costs. The widespread adoption of residential massage equipment has been enhanced through technological advancements which produced equipment that is simpler to use while also being compact and reasonably priced. The modern consumer finds value in the combination of extensive products and customer feedback and shipping option available through online platforms.

• At CES 2025, Bodyfriend showcased their 733 Massage Chair model.  This robot chair combines biomimicry-inspired design with AI healthcare technologies. The chair's independently moving arms and legs enable secure and pleasant aided stand-ups and sit-downs.  Strength training and rehabilitation routines benefit greatly from the 96-degree range of motion made possible by the vertical arm and leg portions.  According to Bodyfriend, the 733 Massage Chair helps with therapy for illnesses with unilateral weakness because it is designed to allow complete body mobility.  The device, which has a patented bipedal system that is exclusive to Bodyfriend, enables users to walk, stretch their PNF, and extend their single legs for a healthy pelvis.

Technology Segment Analysis

The technology segment is divided into electric and non-electric. The electric segment dominated the market, with a market share of around 63% in 2024. Electric-powered massage devices control the worldwide massage equipment sector because they offer advanced features, require little human intervention and provide multiple massage techniques. The market demand for electric-powered massage tools has expanded significantly because users want efficient product solutions which combine time efficiency and convenience. Electric massagers need almost no physical work from users because of their automated operation which makes them very useful for elderly adults along with people who have trouble moving around. Modern technological advancements have substantially boosted the market appeal of electric-powered massage tools. Modern electric-powered massage devices include heat therapy combined with adjustable programs and body scanning technology and smart control systems to deliver advanced therapeutic benefits and excellent user convenience. Many different groups of users find electric-powered massage devices appealing because they offer precise area targeting and customizable intensity settings that benefit athletes, working professionals and individuals with persistent pain or stress issues. Electric-powered devices offer broad product selection which includes both full-body massage chairs and handheld units among other products. These products are now widely available on various online retail sites where customers can easily view their features and prices.

• The Pause M10, Ceragem's newest massage chair, was launched. It has personalised therapy that concurrently targets the neck, shoulders, and lower back.  The Pause M10 is the first Ceragem model to include the "Pro Dual Engine" technology developed by the firm.  The chair provides a focused massage experience similar to getting treatment from two specialists at once by using two distinct massage engines for the neck-shoulder and lower back regions. The chair also has direct-heating massage balls that use thermal treatment to rapidly relax tense muscles and can reach 65 degrees Celsius in 10 minutes.

Distribution channel Segment Analysis

The distribution channel segment is divided into hypermarkets & supermarkets, specialty stores, online sales channels and others. The online sales channels segment dominated the market, with a share of around 43% in 2024. Online sales channels deliver unmatched convenience together with wide product accessibility and shifting consumer preferences toward digital shopping. E-commerce platforms enable customers to research multiple massage equipment products ranging from elite massage chairs to portable handheld devices via digital channels without needing geographical or physical store accessibility. Internet shopping platforms present customers with detailed product information together with customer feedback and price comparison features which enable them to decide from home without going out. The combination of easy access and capability to review multiple brands at one marketplace made online sales become the dominant force in the market. Online shopping substantially expanded because of the COVID-19 pandemic when physical store restrictions and health concerns led consumers to choose contactless purchasing. The combination of home delivery services with EMI payment capabilities and promotional discounts during sales events creates favourable conditions for customers to purchase massage chairs online.

• In an effort to improve passenger services and create a comfortable environment, Central Railway's Nagpur Division has introduced relaxation and massage chairs at Nagpur Railway Station.  These opulent chairs, which provide travellers with a higher degree of comfort during their journey, are offered in the waiting areas. For a small fee of Rs. 100 every session, passengers can enjoy a relaxing massage for at least 10 minutes during the three-year service.  This program seeks to provide passengers a little time to unwind and rest, which is especially helpful on lengthy trips.  To maintain high standards, a licensed contractor oversees all aspects of service operations, including administration and maintenance. Central Railway's continuous efforts to upgrade passenger amenities and elevate the entire travel experience include this launch.

Some of the Key Market Players

• Beurer GmbH
• Brookstone Inc.
• Fujiryoki Electric Co. Ltd.
• HealthMateForever
• Homcom
• HoMedics, Inc.
• Human Touch, LLC
• Inada Co. Ltd.
• LG Electronics Inc.
• Naipo
• OSIM International Ltd.
• Panasonic Corporation

Report Description

• Market Introduction
• Market Dynamics
• Segment Analysis
• Some of the Key Market Players