Europe Sauna Market (2025 - 2033) Size, Share & Trends Analysis Report By Product (Traditional Sauna, Infrared Sauna, Electric Sauna), By Application (Residential, Commercial), By Country, And Segment Forecasts

Europe Sauna Market Size & Trends

The Europe sauna market size was estimated at USD 335.0 million in 2024 and is projected to reach USD 577.8 million by 2033, growing at a CAGR of 6.3% from 2025 to 2033. One of the primary drivers of the European sauna industry is the increasing emphasis on health and wellness among consumers.

Traditional saunas have long been valued for their health benefits, including stress relief, improved circulation, and immune support. This renewed focus on personal wellness-spanning all age groups-has accelerated demand for sauna experiences, making them an essential element of both residential and commercial wellness offerings.

The rise of home wellness trends has resulted in significant growth of the residential sauna segment. European homeowners are increasingly investing in saunas to enhance their living spaces, motivated by a desire for relaxation and at-home therapeutic benefits. Advances in design, such as more compact and user-friendly models, have improved accessibility. At the same time, the diversity of sauna products (traditional, infrared, hybrid) allows homeowners to tailor their choices to individual preferences and budgets.

A major factor behind market expansion is technological innovation and the development of energy-efficient, eco-friendly sauna models. Sustainability has become a key consideration for both consumers and manufacturers. Features such as Wi-Fi-enabled heater controls and advanced insulating materials attract eco-conscious buyers and align with Europe’s push for greener household products. These improvements also help reduce long-term operational costs, further increasing market appeal.

The growth of wellness tourism and the hospitality industry significantly boosts commercial sauna installations. Hotels, fitness centers, and wellness retreats increasingly offer high-end sauna experiences to attract clientele seeking premium wellness amenities. These installations tend to be larger and feature a broader range of therapeutic options, including multi-room configurations, hydrotherapy pools, and steam rooms. The expansion of wellness tourism, supported by regional and national government initiatives, reinforces this positive trend and attracts international guests.

Rising disposable income and urbanization in Western and Central Europe are fueling demand for premium sauna experiences. As more consumers have greater spending power and are exposed to urban lifestyles, saunas have evolved from luxury items to widely accessible wellness solutions. Manufacturers and service providers respond by offering both premium and affordable options, broadening overall market reach.

The cultural factors and traditions play an essential role in the growth of the Europe sauna industry. In countries such as Finland, Sweden, Norway, and Germany, sauna bathing is embedded in the cultural fabric, resulting in high sauna adoption rates compared to other regions. Municipal investments in spa complexes and the integration of saunas in public and residential infrastructure ensure continued market momentum. Combined with intense manufacturer competition and strategic partnerships between leading brands, the European sauna market is expected to grow steadily in the coming years.

Although the Europe sauna industry is expected to witness growth in the region, it still faces several significant challenges that could hamper the growth rate over the forecast period. Regulatory compliance and safety standards add complexity for sauna manufacturers and service providers. Europe boasts some of the world’s strictest building codes and health regulations, requiring products and facilities to meet rigorous quality and safety criteria. Navigating these evolving regulations is costly and time-consuming, and non-compliance risks substantial penalties or even business closure. These compliance requirements increase operating costs and slow down the entry of new players or innovative products.

The market is also affected by supply chain disruptions and material cost fluctuations. Saunas rely heavily on wood, glass, insulation, and electronics, which can be subject to international supply shortages or price volatility. Such fluctuations can raise production costs, cause delays, and impact profit margins for manufacturers, ultimately leading to higher consumer prices and reduced demand.

Product Insights

The traditional segment led the market with the largest revenue share of 42.23% in 2024, due to its long-standing popularity and established cultural significance across Europe. A deep-rooted history drives their widespread adoption in both residential and commercial settings, the pervasive belief in their health benefits for relaxation and detoxification, and their appeal as authentic wellness experiences. This enduring tradition, combined with growing disposable incomes and the expansion of wellness tourism, ensures that traditional saunas maintain their market dominance. They are consistently promoted as premium features in upscale wellness facilities, hotels, and homes-resulting in sustained market leadership throughout the forecast period.

The infrared segment is anticipated to grow at the fastest CAGR during the forecast period, propelled mainly by its appeal as an accessible and innovative wellness technology. Unlike traditional saunas, infrared models use radiant heat to directly warm the body, offering a gentler, more tolerable experience at lower temperatures. This feature makes them attractive to a broad demographic, including individuals who may be unable to tolerate the high heat and humidity of conventional saunas. The ease of installation, energy efficiency, portability, and typically lower maintenance requirements also contribute to their rising popularity among homeowners and small wellness businesses. As consumers increasingly seek practical wellness solutions for home environments, these technical features make infrared saunas exceptionally well-suited to modern living.

Several key market drivers are accelerating this adoption rate. Growing consumer awareness of the health benefits associated with infrared saunas-such as improved cardiovascular health, muscle recovery, stress reduction, and detoxification-has led to increased demand. The broader wellness trend, with an emphasis on preventive health and self-care, amplifies their market appeal. In addition, technological advancements-in smart controls, portable sauna blankets, and customizable cabin designs-make the infrared sauna experience more user-friendly and appealing to tech-savvy audiences. The rapid expansion of boutique wellness studios, at-home spa trends, and greater marketing on social media platforms further fuel interest and uptake, solidifying infrared saunas' position as the fastest-growing segment in the sauna industry.

Application Insights

The residential segment led the market with the largest revenue share of 58.71% in 2024, due to the growing demand for home-based wellness and relaxation solutions. As consumers increasingly seek convenient ways to manage stress, improve health, and incorporate self-care practices into daily routines, demand for in-home saunas has soared. Advances in sauna design-particularly the availability of compact, easy-to-install, and energy-efficient models-have made it feasible for a wider range of households to add saunas, even in urban environments with space constraints. This accessibility, combined with growing health consciousness, motivates more individuals and families to invest in personal wellness spaces at home, driving significant growth in the residential segment.

Moreover, the rising disposable incomes and an increased focus on real estate value and lifestyle upgrades further contribute to the expansion of the residential sauna segment. Many homeowners see saunas as an attractive amenity that enhances property value, comfort, and everyday luxury. The shift toward remote work and hybrid work-from-home arrangements has also played a role, prompting people to create comprehensive wellness environments within their own homes. As a result, residential installations now represent the largest share of the market, outpacing commercial and hospitality sectors in both unit sales and market revenue.

The commercial segment is anticipated to grow at the fastest CAGR during the forecast period, driven by increasing consumer demand for wellness and fitness amenities in public and commercial spaces. Businesses such as wellness centers, gyms, hotels, and spas are investing heavily in sauna installations as part of comprehensive health and relaxation offerings to attract and retain clients. Rising awareness about the benefits of sauna use in muscle recovery, stress reduction, and overall wellness has made saunas an essential feature in these facilities. In addition, the growth of wellness tourism and the increasing preference for experiential health services contribute to the expanding commercial sauna market.

Within the commercial segment, wellness centers and gyms constitute the largest share due to their consistent customer base seeking fitness recovery and health improvement services. Saunas are integral to post-exercise recovery regimens, making them popular installations in gyms and wellness clubs. On the other hand, the hospitality sector is the fastest-growing within commercial applications, fueled by hotels and resorts upgrading facilities to include premium wellness amenities like saunas to differentiate themselves and enhance guest experiences. The rise in wellness tourism has accelerated demand from the hospitality industry, encouraging rapid adoption and expansion of sauna facilities in this space.

Country Insights

UK Sauna Market Trends

UK dominated the Europe sauna market with the largest revenue share of 24.09% in 2024, primarily due to its well-established wellness culture and strong consumer demand for health and relaxation amenities. The market benefits from high disposable incomes, advanced infrastructure for wellness tourism, and a growing interest in home-based wellness solutions. Traditional saunas hold the largest revenue share in the UK, reflecting long-standing consumer preferences and widespread installation in both residential and commercial properties.

France Sauna Market Trends

The sauna market in France is anticipated to grow at the fastest CAGR of 7.6% during the forecast period. The key reason for this is the increasing awareness about health and preventive care, along with rising urban wellness infrastructure. French consumers are showing greater interest in saunas as part of a holistic approach to health and well-being. Innovations such as energy-efficient and compact sauna solutions, including infrared saunas, are gaining traction in the country. Further boosting growth are government and private sector investments in wellness tourism and spa facilities.

Key Europe Sauna Company Insights

The competitive landscape of the Europe sauna industry is characterized by the presence of several well-established global and regional players that focus on product innovation, quality, and expanding distribution channels to maintain and grow market share. Key competitors include companies such as Harvia Group, Sawo, EOS Sauntechnik GmbH, TylöHelo Group, and Klafs, which dominate through their broad product portfolios spanning traditional, infrared, and hybrid saunas. These companies leverage strong brand recognition, extensive dealer networks, and continuous R&D investments to meet evolving consumer demands and regulatory standards. 

Europe Sauna Market Report Segmentation

This report forecasts revenue growth at the regional & country levels and provides an analysis of the latest trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the Europe sauna market report based on product, application, and region.

• Product Outlook (Revenue, USD Million, 2021 - 2033)

  • Traditional Sauna

  • Infrared Sauna

  • Electric Sauna

  • Steam Saunas/Rooms

  • Others (Outdoor Sauna, etc.)

• Application Outlook (Revenue, USD Million, 2021 - 2033)

  • Residential

  • Commercial

  • Wellness Centers/Gyms/Spas

  • Hotels/Hospitality

  • Hospitals/Medical Centers

  • Institutional

  • Others (Public Bathhouses and Community Centers, etc.)

• Regional Outlook (Revenue, USD Million, 2021 - 2033)

  • Europe

  • UK

  • Germany

  • France

  • Italy

  • Spain