The towel warmer market size was valued at US$ 1.21 billion in 2024 and is expected to reach US$ 1.65 billion by 2031; it is estimated to register a CAGR of 4.0% from 2025 to 2031.

As global disposable incomes rise, particularly across emerging economies such as China, India, and Brazil, consumers increasingly allocate greater portions of their budgets to home improvement and comfort-oriented upgrades. This trend has redefined bathrooms from purely functional spaces into personalized wellness zones. Homeowners are investing in high-end fixtures and fittings-towel warmers being one of them-to enhance convenience and luxury. The rising middle class, urbanization, and the growing influence of Western lifestyles are propelling demand for premium home accessories that blend aesthetics with practicality. In mature markets such as North America and Europe, the trend is reinforced by renovation cycles and increased homeownership among millennials seeking modern design and comfort. The COVID-19 pandemic accelerated this shift, as more people spent time at home and prioritized creating spa-like experiences within their bathrooms. Towel warmers, which provide warmth, comfort, and quick towel drying, fit perfectly into this lifestyle upgrade. Online retail channels and design influencers have made these products more visible and aspirational. As disposable incomes continue to rise, consumers are expected to perceive towel warmers not just as luxury accessories but as integral comfort solutions, fueling global market expansion.

Based on type, the market is segmented into electric towel warmers, hydronic towel warmers, and dual fuel. The electric towel warmers segment accounted for the largest towel warmer market share in 2024. Electric towel warmers are known for their convenience, ease of installation, and standalone power capability. They plug into the mains and require no connection to a heating circuit, making them ideal for retrofit renovation, bathrooms without hydronic systems, or secondary towel-drying zones. As smart home integration becomes more popular, electric models are increasingly offered with timers, Wi-Fi controls, or PTC elements that regulate temperature and boost energy efficiency. As they bypass plumbing installation, they appeal strongly to residential homeowners seeking upgraded bathroom comfort without major structural changes.

Europe dominated the towel warmer market share in terms of revenue in 2024. Europe remains one of the most design-driven markets for towel warmers, supported by the continent's cold climate and well-established bathroom heating culture. Northern and Central European nations such as Germany, the UK, and the Nordic countries rely heavily on hydronic towel warmers connected to central heating systems, ensuring efficient energy use during long winters. Meanwhile, Southern Europe shows rising demand for electric models in modern apartments and hospitality spaces where independent control is preferred. Consumers are gravitating toward low-wattage, programmable, and thermostatically controlled products that meet EU energy-efficiency directives. Renovations of older housing stock and expansion of luxury hotel infrastructure in tourist regions such as Italy and Spain support installation demand. European consumers prioritize design aesthetics-sleek chrome, matte black, and brushed brass finishes are popular-turning towel warmers into d?cor statements rather than mere utilities. As manufacturers focus on recyclable materials, digital temperature control, and integration with smart heating systems, the towel warmer market in Europe continues to evolve around sustainability, comfort, and style.

Some of the key players operating in the global towel warmer market include KORADO, Pitacs Limited, Zadro Inc, Stelrad Group plc, Zehnder Group AG, ICO Bath, VERNON Towel Warmers, Mr. Steam, Heatgene, VOGUE (UK) LTD., WarmlyYours, Artos, Amba Products, Limitless Digital Group, Eskimo Design, THG, Pure Enrichment, Tzumi, Lusso, and Ecaros. Players operating in the towel warmer market focus on providing high-quality products to fulfill customer demand. Also, they are focusing on launching new and high-quality products for their customers.

The overall global towel warmer market size has been derived using both primary and secondary sources. To begin the research process, exhaustive secondary research has been conducted using internal and external sources to obtain qualitative and quantitative information related to the towel warmer market. Also, multiple primary interviews have been conducted with industry participants to validate the data and gain more analytical insights into the topic. The participants of this process include industry experts such as VPs, business development managers, market intelligence managers, and national sales managers-along with external consultants such as valuation experts, research analysts, and key opinion leaders-specializing in the towel warmer market.