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This study analyzes the US market for bathroom organization products. This includes purchases made by consumers, including those installed themselves (DIY) or by professionals.
Sales data are presented by product, material, and installation type.
Products are discussed in terms of:
bins, baskets, and totes
modular units (e.g., organization kits or systems) and various components (e.g., cubes, drawers, bins, open racks, shelves, and rods)
accessories and hardware (e.g., drawer and shelf dividers, hooks, jewelry tray inserts, lazy susans, pull-out drawers, valet rods)
Material segments include:
metal and wire, including plastic coated wire
wood and laminate, including solid wood and laminate-covered engineered wood
wicker, rattan, and other natural weaves, such as hyacinth, seagrass, and bamboo
textiles and other materials (e.g., canvas, vinyl, glass)
Installation segments are do-it-yourself (DIY) and professional. In addition, retail sales are discussed by product type.
Sales of products to nonresidential end users are not included. Also excluded are:
furniture, including bookcases
waste baskets and recycle bins
Sales of bathroom organization products are examined by product and market in US dollars at the manufacturers’ level, unless noted otherwise (as in the Retail Sales Trends section). Historical data for 2010, 2015, and 2020 and forecasts for 2025 and 2030 are presented in current dollars (which are not adjusted to account for inflation).
General Sales Trends
Sales of home organization products used in bathrooms are projected to advance 1.5% annually through 2025 to $298 million. Generally, further gains for home organization products will be supported by:
a healthy construction and remodeling market
sales of existing homes as consumers will often make updates or renovate their new household within the first year and, likewise, update their previous home to maximize its value on the housing market
an expanding digital marketplace – supported by press and social media – which allows more manufacturers to market items, including specialty accessories
Gains for bathroom organization products in particular will be supported by:
growth in the number of bathrooms per housing unit
continued consumer interest in organizing the limited space in bathrooms, particularly in older homes, as efficiently as possible
increased remodeling of bathrooms
Nonetheless, the market for products used in bathrooms is relatively mature, and many products are low-margin, commoditized types. This is in part due to the harsh conditions in bathrooms, where products may be exposed to water, steam, or dirt. This has led to a greater reliance on plastic and plastic-coated wire products.
Much like kitchens, products used in bathrooms compete to a certain degree with installed cabinets, as well as with vanities, medicine cabinets, and showers with built-in ledges.
Further opportunities for sales may arise from the aging population:
Older consumers often are unable to reach far and therefore require personal items and toiletries closer at hand.
Older consumers downsize when they become empty nesters, which will increase the need for organization in smaller spaces.
Installation Trends (DIY vs. Professional)
The vast majority of bathroom organization products are installed by consumers themselves; in 2020, DIY installations accounted for 96% of overall sales. Many of the home organization products sold for bathrooms are used to supplement currently installed features, such as plastic bins or accessories for storing makeup or a shower caddy to organize shampoos and soap.
Looking forward, DIY installed products will continue to account for the vast majority sales. Although professional installations are expected to outpace DIY installations through the forecast period, that is from a relatively small base.
The DIY installation market, which is expected to grow 1.5% per year through 2025 to $284 million, will be supported by the continued introduction of new products that are easy to install and home organization programming that inspire consumers to sort their belongings.
Sales of bathroom organization products are expected to grow 1.5% per year through 2025 to $298 million. Metal and wire bathroom organization products represented the largest share of sales in 2020 and are expected to account for the largest share of gains through 2025. Metal and wire will continue to be valued for its strength, durability, and aesthetics.
Metal, wire, and plastic, the second most used material in bathroom organization products, are often adopted due to the harsh conditions in bathrooms. Plastic-coated wire and plastic products are able to resist water, steam, and dirt.
Sales by Product
Sales of bathroom organization products are expected to grow 1.5% per year through 2025, reaching $298 million. Hanging storage will continue to account for the largest share of sales, representing 46% of sales in 2025:
This is due to the often limited space available in bathrooms, resulting in a need to utilize vertical space efficiently. As a result, items such as shower and bath caddies, which account for the vast majority of hanging storage, can offer vertical storage from showerheads.
Additionally, hanging storage over doors are popular for items like towels.
Increasing sales of higher value shower caddies with specialty features will support gains in market value for this segment going forward.
Bins, Baskets, & Totes
Sales of bathroom bins, baskets, and totes are expected to grow less than 1.0% annually through 2025 to $77 million. These products account for the second largest share of bathroom organization product sales due to their versatility and their pervasive use for the storage of makeup or assorted toiletries.
The market for bins, baskets, and totes is a relatively mature product segment, limiting faster gains. Other factors restraining growth include:
the presence of cabinets or vanities with pre-installed accessories
continued downward pressure on prices from both low-cost imports and retail brands
In 2020, baskets accounted for 66% of overall sales. Baskets, or containers without lids, come in a variety of materials, ranging from plastic to wicker/rattan. The majority of bins and totes are made of plastic.
Sales of bathroom organization products are expected to grow 1.5% per year through 2025 to $298 million. Market growth will be slow because bathrooms are already a well-established segment of the home organization market, and growth will be coming off of elevated sales in 2020, when the COVID-19 pandemic heighted consumers’ investment in their homes.
However, the market for bathroom organization products will be sustained by macroeconomic factors such as new home construction, renovations, and existing home sales, all of which can open up new sales opportunities for suppliers of bathroom organization products by increasing the number and/or quality of bathrooms.
COVID-19 Boosted Home Improvement Projects, Including Organization of Bathrooms
As the COVID-19 pandemic caused many families to spend more time at home, many opted to focus their time and funds on home improvement projects, particularly those they could undertake themselves. This benefited sales of bathroom organization products as consumers:
looked to improve the functionality of bathrooms in which they were spending more time
used their free time to pursue projects that either were long overdue or were deemed necessary for their lifestyle during the pandemic
Additionally, a strong housing market increased the number of consumers moving to new homes with more bathrooms and looking to accentuate and outfit these spaces to their own specifications.
Bathrooms Per Household Continues to Grow, Creating Sales Opportunities
New homes are increasingly built with more bathrooms than are common in existing homes, expanding the number of available bathrooms in which consumers can install organization products. The number of bathrooms per home continues to tick up from 1.5 to 2, and this growth will be boosted, at least in the short-term, by a rise in the number of households looking for single-family rather than multifamily living situations. Rises in the number of bathrooms and design trends favoring large tubs and showers will encourage consumers to better organize their bathroom storage.
Product Specialization Will Help Support Value Gains & E-Commerce Growth
Going forward, new higher-value products that offer increased customization and specialization will support sales gains for bathroom organization products. Shower caddies or accessories that feature unique storage options for bathroom essentials can help the morning run smoothly and create a spa-like environment, which will continue to entice customer adoption of these products. Specialization and opportunities for customization will help bathroom organization suppliers counteract competition from vanities and other built-in organization elements. Companies that participate in the growing e-commerce channel are expected to benefit most from this trend, as they can display a wide range of products and expose customers to new items that might not be found on retail shelves.