"After a long day at work, I return to my 15-square-meter rental apartment. No need to crowd public saunas—unfold my foldable sauna and enjoy a private sweat session. This is my new go-to way to unwind lately," says Emily, a post-95s solo young professional working in internet operations in New York, as she shows off her newly purchased single-person sauna. Today, more and more young people like Emily are opting for "solo saunas," making portable single-person saunas a quiet hit among global solo youth as a "home relaxation essential." Following "one-person meals" and "solo travel," they have carved out another niche in the global "one-person economy." According to market research data, the global sauna market reached 5.613 billion yuan in 2023 and is projected to grow to 7.202 billion yuan by 2029, with portable single-person models driving over 60% of the growth rate.
The "Stress Relief Necessity" for Solo Youth: From "Making Do" to "Exquisite Relaxation"
The global population of solo dwellers is on a steady rise. Currently, 31 million people live alone in the U.S., while in Nordic countries like Sweden and Norway, nearly 45% of the population lives alone. In Japan, the figure is around 30%, and in Germany, solo households accounted for 20.6% of the total in 2024—with the solo rate among young people aged 25-35 generally exceeding 25%. This large group is driving the global "one-person economy" to expand into more niche scenarios. Unlike the traditional notion that "saunas are a social activity for groups," contemporary global solo youth’s demand for saunas leans more toward "self-care"—no need to accommodate others’ schedules, no need to worry about social distance, and they can enjoy a "physical and mental detox" in their own small space.
"I used to think saunas were a health regimen for middle-aged and elderly people. It wasn’t until last year, when I suffered from shoulder and neck pain from frequent overtime work, that a friend recommended I try a portable sauna. That’s when I realized it’s a stress-relief must-have for office workers," says Sato, a designer working in Tokyo. The foldable sauna he bought takes up only 1.5 square meters when unfolded and can be tucked into a wardrobe when stored. "Steaming for 20 minutes at home on weekends relieves all my fatigue—it’s cheaper and saves more time than going to the gym."
Behind this demand is the upgraded pursuit of quality of life among global solo youth. From "one-person meals" that emphasize nutrition and convenience to "single-person saunas" that focus on physical and mental relaxation, they are no longer content with "making do" but are willing to pay for "small yet exquisite" products that enhance happiness. Data from global e-commerce platforms shows that in the first half of 2024, searches for "single-person saunas" increased by 230% year-on-year, with solo youth aged 25-35 contributing 72% of sales. The average price point ranges from $150 to $300, which is more affordable for young consumer groups compared to traditional multi-person saunas.
Products "Precisely Meeting" Demands: Portability, Intelligence, and Lightweight as Key Words
The popularity of
portable single-person saunas is inseparable from their precise adaptation to the living scenarios of global solo youth. Compared to traditional fixed saunas, new-generation products fully consider the space constraints and mobility needs of urban small apartments in their design:
Portability and storage are core selling points. Current mainstream single-person saunas mainly fall into two categories: foldable and mini all-in-one. Foldable models adopt a waterproof Oxford cloth and aluminum alloy frame structure, forming a closed space of 1.2-1.8 cubic meters when unfolded. When stored, they can be folded to a thickness of 10 centimeters and weigh only 5-8 kilograms, easily fitting into wardrobes or under beds. Mini all-in-one models feature a modular design, with a footprint limited to 0.8-1.2 square meters, suitable for long-term placement on balconies or corners of small apartments. Detachable saunas launched by enterprises from various countries have become cross-border e-commerce bestsellers, enabling tool-free assembly through mortise and tenon structure design. Global exports surged by 169% year-on-year in the first half of 2024, mainly flowing to North American, European, and Asia-Pacific markets.
Intelligence and energy efficiency further enhance the experience. Leading international brands adopt far-infrared heating technology, which heats up 5-10 minutes faster than traditional steam saunas, with a power consumption of only 1800W. A single use costs 0.5-1 dollar in electricity, reducing energy consumption by 64% compared to traditional products. Many products are equipped with intelligent control panels, supporting temperature presets (adjustable from 35-65℃) and timing via mobile apps. Some high-end models also integrate heart rate monitoring and Bluetooth speaker functions. Several brands have launched customized versions with aromatherapy slots to meet young people’s demand for "immersive relaxation," and the repurchase rate of such products is 35% higher than that of basic models.
"We iterated our product three times targeting global solo youth. The initial two-person model had lackluster sales, but after reducing it to a single-person size and adding a folding function, sales tripled," revealed a product manager of an international sauna brand. The mini foldable model launched in 2024 accounts for 45% of the brand’s total sales. "Young people have extremely high requirements for space utilization. Our product can even fit under the stairs of loft apartments—this is exactly addressing the pain point of small living spaces."
Behind "Solo Saunas": The "Self-Pleasing" Life Philosophy of Young People
The popularity of
portable single-person saunas is not just a product trend, but also reflects the lifestyle attitude of contemporary global solo youth—"self-pleasing" has become the core of consumption decisions. They no longer see "living alone" as a symbol of loneliness, but instead enjoy the freedom brought by independent space and are willing to invest in their emotional well-being and health.
"For me, a 'solo sauna' is not just about relaxing my body, but also about giving myself a period of 'undisturbed time,'" Emily says. When steaming, she turns off work group messages, lies quietly to reflect on life or just zone out. "This sense of ritual in solitude makes me feel that 'living alone can be exquisite too.'"
Global market research institutions point out that as the demand for "self-care" among global solo youth continues to grow, the portable single-person sauna market will maintain a compound annual growth rate of over 25%. Future products will develop toward "scenario integration," such as herbal steam modules combining health concepts from different regions, voice control functions compatible with smart homes, and even portable designs suitable for cars. Notably, the innovative design of single-person saunas has gained widespread recognition in the global market, with international sales increasing by 42% year-on-year in the first half of 2024. Enterprises from various countries have expanded their reach to over 50 countries and regions worldwide through overseas warehouse layouts. This global "solo sauna" boom sweeping young solo dwellers is accelerating the upgrade of "solo living" from "survival" to "quality life."
