세계의 등 및 어깨 마사지기 시장 - 규모, 점유율, 성장 및 산업 분석 : 유형별, 용도별, 지역별 인사이트 및 예측(2024-2032년)

Growth Factors of back & shoulder massagers Market

The global back & shoulder massagers market is experiencing continuous expansion, driven by rising consumer focus on wellness, physiotherapy needs, and technological advancements in therapeutic equipment. According to the latest industry findings, the global back & shoulder massagers market size was valued at USD 3.77 billion in 2024, and it is projected to reach USD 3.99 billion in 2025. By 2032, the market is expected to grow significantly to USD 6.05 billion, reflecting a healthy CAGR of 6.14% between 2025 and 2032. Increasing demand for at-home rehabilitation tools, rising chronic back pain cases, and growing awareness of personal wellness strongly support the market's long-term growth.

Market Overview

Back & shoulder massagers have gained widespread popularity as effective solutions for relieving muscle tension, enhancing blood circulation, and reducing stress. The growing availability of automated massage devices in retail channels, including online platforms, has fueled global adoption. In 2024, Asia Pacific dominated the global market with a value of USD 1.13 billion, accounting for 29.97% market share, driven by rising fitness awareness and expanding spa and physiotherapy infrastructure in China, Japan, India, and South Korea.

Across major economies, consumers increasingly prefer non-invasive and affordable therapeutic products. Countries such as the U.S., Germany, Japan, and India are witnessing high demand for AI-powered, heat-enabled, and Bluetooth-connected massagers. The rapid introduction of innovative personal care devices through direct-to-consumer sales channels has further accelerated market penetration.

Key Market Drivers

Technological advancements remain one of the strongest drivers of market growth. Manufacturers are integrating 3D and 4D massage nodes, heat therapy, AI-based pressure adaptation, and app-controlled features in modern massagers for enhanced therapeutic results. For instance, in October 2024, Aescape launched an AI-equipped robotic massager at a luxury wellness spa in the U.S., showcasing the shift toward intelligent, sensor-driven massage equipment.

Additionally, the global rise in chronic back pain cases-often linked to sedentary lifestyles and aging populations-continues to fuel demand. According to the Australian Institute of Health and Welfare, around 4.0 million Australians (16%) suffered from back pain in 2022, demonstrating a strong need for effective home-use massagers.

Market Restraints

Despite strong growth prospects, the market faces challenges due to high pricing of advanced massagers. Premium shiatsu, impulse, and vibrating therapy devices are often cost-prohibitive for middle-income consumers. In professional settings such as salons, high service charges also reduce usage frequency, restricting market expansion in price-sensitive regions.

Market Opportunities

The increasing preference for at-home alternatives to expensive physiotherapy and clinical treatments creates significant opportunities. The rising popularity of wellness routines, physiotherapy exercises, and muscle-recovery therapy at home has boosted global sales of advanced massagers. Consumers, especially office workers and elderly individuals, seek portable and multifunctional devices that offer targeted pain relief without hospital visits.

Product Segment Overview

Among product types, massage pillows dominated the market in 2024, supported by strong consumer preference for therapeutic pillows used for stress and muscle relief. The guns segment is projected to grow fastest from 2025 to 2032 due to high demand for MET (muscle ease therapy) massage guns among physiotherapists and home users. Massage balls, mats, and TENS devices also show rising adoption for targeted muscle stimulation and chronic pain treatment.

In terms of power type, corded massagers held the largest share in 2024, owing to their advanced features and suitability for elderly care centers. Meanwhile, cordless devices are expected to grow fastest during 2025-2032 due to rising demand for handheld and portable equipment.

End-User and Distribution Insights

The residential segment dominated global demand in 2024, driven by increased adoption of at-home healthcare and pain-relief products. Physiotherapy clinics and spas continue to adopt multifunctional massagers for professional treatments. According to the American Massage Therapy Association, 48% of Americans visited spas for massages in 2023, highlighting strong demand from the wellness sector.

Specialty stores & brand stores led in distribution, supported by availability of diverse branded products. However, online platforms are rapidly expanding due to rising digital purchasing of wellness devices.

Regional Outlook

In 2024, Asia Pacific held the leading share, followed by North America and Europe. North America's growth is supported by AI-enabled product launches and an expanding wellness industry, while Europe shows fast-paced adoption driven by international travel and rising middle-income consumers. South America and the Middle East & Africa also show steady growth due to rising lifestyle awareness and increasing spending on personal care devices.

Conclusion

With the market rising from USD 3.77 billion in 2024 to USD 6.05 billion by 2032, the global back & shoulder massagers industry is poised for sustained expansion. Advancements in therapeutic technologies, growing wellness awareness, and rising global demand for home-based personal care devices will continue to drive market growth across all major regions.

Segmentation By Product

• Pillows
• Guns
• Balls & Mats
• Others

By Power Type

• Corded
• Cordless

By End-User

• Residential
• Physiotherapy Clinics
• Spas & Wellness Centers
• Hospitals
• Others

By Distribution Channel

• Specialty Stores & Brand Stores
• Hypermarkets & Supermarkets
• Online Channels
• Others

By Region

• North America (By Product, By Power Type, By End-User, By Distribution Channel, and Country)
  • U.S. (By Product)
  • Canada (By Product)
  • Mexico (By Product)
• Europe (By Product, By Power Type, By End-User, By Distribution Channel, and Country)
  • Germany (By Product)
  • France (By Product)
  • Spain (By Product)
  • Italy (By Product)
  • U.K. (By Product)
  • Russia (By Product)
  • Rest of Europe (By Product)
• Asia Pacific (By Product, By Power Type, By End-User, By Distribution Channel, and Country)
  • China (By Product)
  • India (By Product)
  • Japan (By Product)
  • Australia (By Product)
  • Rest of Asia Pacific (By Product)
• South America (By Product, By Power Type, By End-User, By Distribution Channel, and Country)
  • Brazil (By Product)
  • Argentina (By Product)
  • Rest of South America (By Product)
• Middle East & Africa (By Product, By Power Type, By End-User, By Distribution Channel, and Country)
  • South Africa (By Product)
  • UAE (By Product)
• Rest of Middle East & Africa (By Product)

Table of Content

1. Introduction

• 1.1. Research Scope
• 1.2. Market Segmentation
• 1.3. Research Methodology

2. Executive Summary

3. Market Dynamics

• 3.1. Market Drivers
• 3.2. Market Restraints
• 3.3. Market Trends

4. Key Insights

• 4.1. Overview of the Parent/Related Markets
• 4.2. Industry SWOT Analysis
• 4.3. Supply Chain and Regulatory Analysis
• 4.4. Porter Five Forces Analysis
• 4.5. Recent Technological Advancements
• 4.6. Impact of Tariffs on the Market

5. Global Back & Shoulder Massagers Market Analysis, Insights and Forecast, 2019-2032

• 5.1. Key Findings / Summary
• 5.2. Market Size Estimates and Forecast
  • 5.2.1. By Product (Value)
    • 5.2.1.1. Pillows
    • 5.2.1.2. Guns
    • 5.2.1.3. Balls & Mats
    • 5.2.1.4. Others
  • 5.2.2. By Power Type (Value)
    • 5.2.2.1. Corded
    • 5.2.2.2. Cordless
  • 5.2.3. By End-User (Value)
    • 5.2.3.1. Residential
    • 5.2.3.2. Physiotherapy Clinics
    • 5.2.3.3. Spas & Wellness Centers
    • 5.2.3.4. Hospitals
    • 5.2.3.5. Others
  • 5.2.4. By Distribution Channel (Value)
    • 5.2.4.1. Specialty Stores & Brand Stores
    • 5.2.4.2. Hypermarkets & Supermarkets
    • 5.2.4.3. Online Channels
    • 5.2.4.4. Others
  • 5.2.5. By Region (Value)
    • 5.2.5.1. North America
    • 5.2.5.2. Europe
    • 5.2.5.3. Asia Pacific
    • 5.2.5.4. South America
    • 5.2.5.5. Middle East & Africa

6. North America Back & Shoulder Massagers Market Analysis, Insights and Forecast, 2019-2032

• 6.1. Key Findings / Summary
• 6.2. Market Size Estimates and Forecast
  • 6.2.1. By Product (Value)
    • 6.2.1.1. Pillows
    • 6.2.1.2. Guns
    • 6.2.1.3. Balls & Mats
    • 6.2.1.4. Others
  • 6.2.2. By Power Type (Value)
    • 6.2.2.1. Corded
    • 6.2.2.2. Cordless
  • 6.2.3. By End-User (Value)
    • 6.2.3.1. Residential
    • 6.2.3.2. Physiotherapy Clinics
    • 6.2.3.3. Spas & Wellness Centers
    • 6.2.3.4. Hospitals
    • 6.2.3.5. Others
  • 6.2.4. By Distribution Channel (Value)
    • 6.2.4.1. Specialty Stores & Brand Stores
    • 6.2.4.2. Hypermarkets & Supermarkets
    • 6.2.4.3. Online Channels
    • 6.2.4.4. Others
  • 6.2.5. By Country (Value)
    • 6.2.5.1. U.S. (By Product)
      • 6.2.5.1.1. Pillows
      • 6.2.5.1.2. Guns
      • 6.2.5.1.3. Balls & Mats
      • 6.2.5.1.4. Others
    • 6.2.5.2. Canada (By Product)
      • 6.2.5.2.1. Pillows
      • 6.2.5.2.2. Guns
      • 6.2.5.2.3. Balls & Mats
      • 6.2.5.2.4. Others
    • 6.2.5.3. Mexico (By Product)
      • 6.2.5.3.1. Pillows
      • 6.2.5.3.2. Guns
      • 6.2.5.3.3. Balls & Mats
      • 6.2.5.3.4. Others

7. Europe Back & Shoulder Massagers Market Analysis, Insights and Forecast, 2019-2032

• 7.1. Key Findings / Summary
• 7.2. Market Product Type Estimates and Forecast
  • 7.2.1. By Product (Value)
    • 7.2.1.1. Pillows
    • 7.2.1.2. Guns
    • 7.2.1.3. Balls & Mats
    • 7.2.1.4. Others
  • 7.2.2. By Power Type (Value)
    • 7.2.2.1. Corded
    • 7.2.2.2. Cordless
  • 7.2.3. By End-User (Value)
    • 7.2.3.1. Residential
    • 7.2.3.2. Physiotherapy Clinics
    • 7.2.3.3. Spas & Wellness Centers
    • 7.2.3.4. Hospitals
    • 7.2.3.5. Others
  • 7.2.4. By Distribution Channel (Value)
    • 7.2.4.1. Specialty Stores & Brand Stores
    • 7.2.4.2. Hypermarkets & Supermarkets
    • 7.2.4.3. Online Channels
    • 7.2.4.4. Others
  • 7.2.5. By Country (Value)
    • 7.2.5.1. Germany (By Product)
      • 7.2.5.1.1. Pillows
      • 7.2.5.1.2. Guns
      • 7.2.5.1.3. Balls & Mats
      • 7.2.5.1.4. Others
    • 7.2.5.2. France (By Product)
      • 7.2.5.2.1. Pillows
      • 7.2.5.2.2. Guns
      • 7.2.5.2.3. Balls & Mats
      • 7.2.5.2.4. Others
    • 7.2.5.3. Italy (By Product)
      • 7.2.5.3.1. Pillows
      • 7.2.5.3.2. Guns
      • 7.2.5.3.3. Balls & Mats
      • 7.2.5.3.4. Others
    • 7.2.5.4. Spain (By Product)
      • 7.2.5.4.1. Pillows
      • 7.2.5.4.2. Guns
      • 7.2.5.4.3. Balls & Mats
      • 7.2.5.4.4. Others
    • 7.2.5.5. U.K. (By Product)
      • 7.2.5.5.1. Pillows
      • 7.2.5.5.2. Guns
      • 7.2.5.5.3. Balls & Mats
      • 7.2.5.5.4. Others
    • 7.2.5.6. Russia (By Product)
      • 7.2.5.6.1. Pillows
      • 7.2.5.6.2. Guns
      • 7.2.5.6.3. Balls & Mats
      • 7.2.5.6.4. Others
    • 7.2.5.7. Rest of Europe (By Product)
      • 7.2.5.7.1. Pillows
      • 7.2.5.7.2. Guns
      • 7.2.5.7.3. Balls & Mats
      • 7.2.5.7.4. Others

8. Asia Pacific Back & Shoulder Massagers Market Analysis, Insights and Forecast, 2019-2032

• 8.1. Key Findings / Summary
• 8.2. Market Product Type Estimates and Forecast
  • 8.2.1. By Product (Value)
    • 8.2.1.1. Pillows
    • 8.2.1.2. Guns
    • 8.2.1.3. Balls & Mats
    • 8.2.1.4. Others
  • 8.2.2. By Power Type (Value)
    • 8.2.2.1. Corded
    • 8.2.2.2. Cordless
  • 8.2.3. By End-User (Value)
    • 8.2.3.1. Residential
    • 8.2.3.2. Physiotherapy Clinics
    • 8.2.3.3. Spas & Wellness Centers
    • 8.2.3.4. Hospitals
    • 8.2.3.5. Others
  • 8.2.4. By Distribution Channel (Value)
    • 8.2.4.1. Specialty Stores & Brand Stores
    • 8.2.4.2. Hypermarkets & Supermarkets
    • 8.2.4.3. Online Channels
    • 8.2.4.4. Others
  • 8.2.5. By Country (Value)
    • 8.2.5.1. China (By Product)
      • 8.2.5.1.1. Pillows
      • 8.2.5.1.2. Guns
      • 8.2.5.1.3. Balls & Mats
      • 8.2.5.1.4. Others
    • 8.2.5.2. India (By Product)
      • 8.2.5.2.1. Pillows
      • 8.2.5.2.2. Guns
      • 8.2.5.2.3. Balls & Mats
      • 8.2.5.2.4. Others
    • 8.2.5.3. Japan (By Product)
      • 8.2.5.3.1. Pillows
      • 8.2.5.3.2. Guns
      • 8.2.5.3.3. Balls & Mats
      • 8.2.5.3.4. Others
    • 8.2.5.4. Australia (By Product)
      • 8.2.5.4.1. Pillows
      • 8.2.5.4.2. Guns
      • 8.2.5.4.3. Balls & Mats
      • 8.2.5.4.4. Others
    • 8.2.5.5. Rest of Asia Pacific (By Product)
      • 8.2.5.5.1. Pillows
      • 8.2.5.5.2. Guns
      • 8.2.5.5.3. Balls & Mats
      • 8.2.5.5.4. Others

9. South America Back & Shoulder Massagers Market Analysis, Insights and Forecast, 2019-2032

• 9.1. Key Findings / Summary
• 9.2. Market Product Type Estimates and Forecast
  • 9.2.1. By Product (Value)
    • 9.2.1.1. Pillows
    • 9.2.1.2. Guns
    • 9.2.1.3. Balls & Mats
    • 9.2.1.4. Others
  • 9.2.2. By Power Type (Value)
    • 9.2.2.1. Corded
    • 9.2.2.2. Cordless
  • 9.2.3. By End-User (Value)
    • 9.2.3.1. Residential
    • 9.2.3.2. Physiotherapy Clinics
    • 9.2.3.3. Spas & Wellness Centers
    • 9.2.3.4. Hospitals
    • 9.2.3.5. Others
  • 9.2.4. By Distribution Channel (Value)
    • 9.2.4.1. Specialty Stores & Brand Stores
    • 9.2.4.2. Hypermarkets & Supermarkets
    • 9.2.4.3. Online Channels
    • 9.2.4.4. Others
  • 9.2.5. By Country (Value)
    • 9.2.5.1. Brazil (By Product)
      • 9.2.5.1.1. Pillows
      • 9.2.5.1.2. Guns
      • 9.2.5.1.3. Balls & Mats
      • 9.2.5.1.4. Others
    • 9.2.5.2. Argentina (By Product)
      • 9.2.5.2.1. Pillows
      • 9.2.5.2.2. Guns
      • 9.2.5.2.3. Balls & Mats
      • 9.2.5.2.4. Others
    • 9.2.5.3. Rest of South America (By Product)
      • 9.2.5.3.1. Pillows
      • 9.2.5.3.2. Guns
      • 9.2.5.3.3. Balls & Mats
      • 9.2.5.3.4. Others

10. Middle East & Africa Back & Shoulder Massagers Market Analysis, Insights and Forecast, 2019-2032

• 10.1. Key Findings / Summary
• 10.2. Market Product Type Estimates and Forecast
  • 10.2.1. By Product (Value)
    • 10.2.1.1. Pillows
    • 10.2.1.2. Guns
    • 10.2.1.3. Balls & Mats
    • 10.2.1.4. Others
  • 10.2.2. By Power Type (Value)
    • 10.2.2.1. Corded
    • 10.2.2.2. Cordless
  • 10.2.3. By End-User (Value)
    • 10.2.3.1. Residential
    • 10.2.3.2. Physiotherapy Clinics
    • 10.2.3.3. Spas & Wellness Centers
    • 10.2.3.4. Hospitals
    • 10.2.3.5. Others
  • 10.2.4. By Distribution Channel (Value)
    • 10.2.4.1. Specialty Stores & Brand Stores
    • 10.2.4.2. Hypermarkets & Supermarkets
    • 10.2.4.3. Online Channels
    • 10.2.4.4. Others
  • 10.2.5. By Country (Value)
    • 10.2.5.1. South Africa (By Product)
      • 10.2.5.1.1. Pillows
      • 10.2.5.1.2. Guns
      • 10.2.5.1.3. Balls & Mats
      • 10.2.5.1.4. Others
    • 10.2.5.2. UAE (By Product)
      • 10.2.5.2.1. Pillows
      • 10.2.5.2.2. Guns
      • 10.2.5.2.3. Balls & Mats
      • 10.2.5.2.4. Others
    • 10.2.5.3. Rest of Middle East & Africa (By Product)
      • 10.2.5.3.1. Pillows
      • 10.2.5.3.2. Guns
      • 10.2.5.3.3. Balls & Mats
      • 10.2.5.3.4. Others

11. Competitive Matrix

• 11.1. Business Strategies Adopted by Leading Players
• 11.2. Global Back & Shoulder Massagers Market Revenue Share/Ranking Analysis By Key Manufacturer

12. Company Profiles

• 12.1. Beurer GmbH
  • 12.1.1. Business Overview
  • 12.1.2. Product Portfolio
  • 12.1.3. Financials (Data as available in public domain and/or on paid databases)
  • 12.1.4. Recent Developments
• 12.2. OSIM International Pte. Ltd.
  • 12.2.1. Business Overview
  • 12.2.2. Product Portfolio
  • 12.2.3. Financials (Data as available in public domain and/or on paid databases)
  • 12.2.4. Recent Developments
• 12.3. Johnson Health Tech Retail Inc.
  • 12.3.1. Business Overview
  • 12.3.2. Product Portfolio
  • 12.3.3. Financials (Data as available in public domain and/or on paid databases)
  • 12.3.4. Recent Developments
• 12.4. JSB Healthcare
  • 12.4.1. Business Overview
  • 12.4.2. Product Portfolio
  • 12.4.3. Financials (Data as available in public domain and/or on paid databases)
  • 12.4.4. Recent Developments
• 12.5. Nureca Limited
  • 12.5.1. Business Overview
  • 12.5.2. Product Portfolio
  • 12.5.3. Financials (Data as available in public domain and/or on paid databases)
  • 12.5.4. Recent Developments
• 12.6. RENPHO US
  • 12.6.1. Business Overview
  • 12.6.2. Product Portfolio
  • 12.6.3. Financials (Data as available in public domain and/or on paid databases)
  • 12.6.4. Recent Developments
• 12.7. RoboTouch
  • 12.7.1. Business Overview
  • 12.7.2. Product Portfolio
  • 12.7.3. Financials (Data as available in public domain and/or on paid databases)
  • 12.7.4. Recent Developments
• 12.8. Casada International GmbH
  • 12.8.1. Business Overview
  • 12.8.2. Product Portfolio
  • 12.8.3. Financials (Data as available in public domain and/or on paid databases)
  • 12.8.4. Recent Developments
• 12.9. Osaki Massage Chair
  • 12.9.1. Business Overview
  • 12.9.2. Product Portfolio
  • 12.9.3. Financials (Data as available in public domain and/or on paid databases)
  • 12.9.4. Recent Developments
• 12.10. SKG
  • 12.10.1. Business Overview
  • 12.10.2. Product Portfolio
  • 12.10.3. Financials (Data as available in public domain and/or on paid databases)
  • 12.10.4. Recent Developments

13. Strategic Recommendations