2025-09-12
In 2025, the sauna market will show a clear trend of differentiation. The high-end field focuses on the integration of customization and technology, such as the "Fourth Space" sauna with LCD screen and short video swiping, and the "Smell sauna" that releases different fragrances according to body temperature, becoming the new favorite of young wealthy people.
The civilian market focuses on cost-effectiveness, while infrared saunas have increased penetration in small and medium-sized units due to their energy-saving and small footprint. According to data from an e-commerce platform, in the first half of 2025, sales of home saunas priced below 5000 yuan increased by 40% year-on-year, while the proportion of traditional saunas decreased to 35%.
Industry dark horses emerge: niche essential oils, sauna check-in packages and other derivative products are gaining popularity, and internet celebrities are driving the prices of related products to double. However, the low entry threshold has led to the proliferation of "fake experts", and some businesses exaggerate the effectiveness of "nano steam" and other products, which has attracted regulatory attention. Analysts believe that in the next three years, the industry will undergo a reshuffle, with technological strength and brand reputation becoming core competitiveness.
