North America Bathroom Accessories Market By Product (Towel Rack/Ring, Hook, Paper Holder, Grab Bars, Others), By Distribution Channel (Online, Offline), By Country, By Competition, Forecast and Opportunities 2020-2030F

The North America Bathroom Accessories Market was valued at USD 5.89 Billion in 2024 and is projected to reach USD 9.91 Billion by 2030, growing at a CAGR of 9.06% during the forecast period. This market encompasses a wide variety of products such as towel racks, soap dispensers, robe hooks, vanity mirrors, shelves, storage units, and smart bathroom fixtures, all of which play a vital role in improving both the utility and aesthetics of modern bathrooms in residential, commercial, and hospitality settings.

Growth in this market is primarily driven by increasing residential construction activities, rising disposable income, and a growing preference for personalized, organized, and visually appealing bathroom environments. The evolving perception of bathrooms as wellness and relaxation spaces has prompted consumers to invest in accessories that offer enhanced comfort and style. The post-pandemic shift toward home renovation and the increasing adoption of smart home technologies have also accelerated demand for technologically advanced and space-efficient bathroom accessories. Consumers are particularly drawn to features that offer sustainability, convenience, and integration with connected home systems, boosting the market for touchless and automated accessories.

Key Market Drivers

Rising Residential Renovation Activities Across Urban and Suburban Areas

The ongoing rise in residential renovation projects across North America is a key factor fueling growth in the bathroom accessories market. Homeowners, particularly those aged 30-50, are prioritizing bathroom upgrades that merge utility with modern aesthetics, driving increased demand for high-quality accessories like towel warmers, soap dispensers, vanity mirrors, and shelving units. This trend is influenced by the growing popularity of DIY renovation culture and home design inspiration shared through online platforms and television programming.

The ability to personalize bathroom spaces through coordinated decor themes and premium accessory lines is also influencing consumers to replace outdated items. In high-cost real estate markets such as New York, Toronto, and Los Angeles, many homeowners are opting to renovate instead of relocating, with bathrooms often becoming a central focus of these upgrades. The market is further driven by the consumer desire to recreate spa-like experiences at home, leading to higher demand for items like anti-fog mirrors, touchless fixtures, and heated towel racks. These factors collectively support sustained growth in the residential segment of the bathroom accessories market.

Key Market Challenges

Intense Market Fragmentation and Price Competition

The North America bathroom accessories market faces a significant challenge due to high market fragmentation and price competition. Numerous domestic and international brands compete in the space, offering similar products across various price points. While global brands focus on product differentiation through innovation and design, smaller regional players often compete by offering cost-effective alternatives, leading to downward pressure on pricing.

In commoditized segments such as soap dishes, hooks, and paper holders, limited room for technological advancement has made differentiation difficult. As a result, price becomes a key competitive factor, eroding margins for both premium and budget manufacturers. Additionally, the growth of private-label offerings through e-commerce and big-box retailers adds to the competition, providing consumers with a wide range of affordable choices and further intensifying pressure on branded products. This competitive environment also makes brand loyalty difficult to sustain, shifting influence toward retailers and online platforms.

Key Market Trends

Integration of Smart Technology in Bathroom Accessories

A notable trend transforming the North America bathroom accessories market is the increasing incorporation of smart technologies into everyday bathroom items. Consumers are gravitating toward accessories that enhance hygiene, efficiency, and convenience, such as motion-activated soap dispensers, defogging LED mirrors, sensor-based waste bins, and voice-assist-enabled fixtures.

As smart home ecosystems become more prevalent, bathrooms are emerging as a new frontier for connected living. Homeowners are installing accessories that synchronize with platforms like Google Assistant or Amazon Alexa, offering voice control over lighting, media, and temperature settings within the bathroom. This trend is especially prominent in new housing projects and high-end urban renovations, where consumers seek advanced functionality and modern aesthetics. Manufacturers are responding by developing tech-integrated accessories that appeal to digitally engaged consumers. The growing focus on hygiene, combined with broader adoption of touchless and app-connected fixtures, is expected to drive continued innovation and market growth.

Key Market Players

• Moen Incorporated
• Kohler Co.
• Masco Corporation
• Hansgrohe SE
• TOTO Ltd.
• Grohe AG
• Vigo Industries, LLC
• Globe Union Industrial Corporation

Report Scope:

In this report, the North America Bathroom Accessories Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

North America Bathroom Accessories Market, By Product:

Towel Rack/Ring

Hook

Paper Holder

Grab Bars

Others

North America Bathroom Accessories Market, By Distribution Channel:

Online

Offline

North America Bathroom Accessories Market, By Country:

United States

Canada

Mexico

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the North America Bathroom Accessories Market.

Available Customizations:

North America Bathroom Accessories Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).