U.S. Smart Toilets Market Analysis by Product type (One-Piece Smart Toilets, Two-Piece Smart Toilets, Smart Toilet Seats/Lids), Installation type, Sales Channel and End User: Consumption (Units), Brand Perception (Top of Mind and Aided Recall Analysis), Pricing, Trends, Analysis and Forecast Till 2032

Market Overview

U.S. Smart Toilets Market recorded a sale of 461,710 units in 2024 and is estimated to reach a volume of 900,118 units by 2032 with a CAGR of 11.3% during the forecast period.
 

The U.S. smart toilets market is undergoing rapid transformation, evolving from a luxury novelty into a segment driven by key trends in health, sustainability, and accessibility. A major catalyst for this shift is the integration of advanced health monitoring, which is redefining toilets as proactive wellness hubs. Companies are actively embedding sensors for urinalysis, measuring biomarkers related to various health conditions such as diabetes and urinary tract infections (UTIs), and even tracking vital signs using technologies like ballistocardiography. This positions the smart toilet as a vital, non-invasive component within the consumer health tech ecosystem, catering especially to an aging demographic and health-conscious consumers. 

Simultaneously, the growing need for water conservation is significantly contributing to market expansion. Smart toilets featuring dual-flush technology, leak detection, and ultra-low water consumption (often under 1.0 gallons per flush) are in line with rigorous environmental regulations and the rising consumer demand for sustainable living, making them a practical upgrade over traditional toilet models.

Moreover, the democratization of smart toilets through product diversification is driving mass adoption. While high-end markets are dominated by fully integrated toilets from established brands like TOTO and Kohler, growth is occurring rapidly in the mid-tier segment with affordable smart toilet seats and complete toilet options from brands such as Brondell and Woodbridge. This segmentation allows smart functionality to be accessible at various price points, with smart seats providing a low-commitment entry point for consumers. 

The trend is further supported by the expansion of e-commerce and direct-to-consumer (DTC) channels, which not only educate consumers but also simplify the purchasing process outside traditional plumbing showrooms. Finally, the integration of smart home technology is becoming increasingly common. Connectivity through Wi-Fi and Bluetooth facilitates features such as voice control (via Alexa or Google Home), personalized user profiles through smartphone applications, and predictive maintenance alerts. This advancement transforms the bathroom into a seamlessly integrated part of the broader smart home ecosystem, enhancing convenience and user experience. Collectively, these trends health technology integration, sustainability, product accessibility, and connectivity are propelling smart toilets into the North American mainstream, transitioning them from an indulgent luxury to a standard feature in new constructions and renovations.

Pricing Analysis

The pricing projection for the U.S. smart toilets market indicates a complex trajectory shaped by competitive, technological, and consumer dynamics. From 2023 to 2032, the average price is expected to increase from $2,800 to $4,240, reflecting a compound annual growth rate. This upward trend is primarily driven by the rapid integration of advanced features. From 2023 to 2027, prices are anticipated to rise steadily as cutting-edge health-monitoring sensors, sophisticated self-cleaning systems, and improved connectivity become standard in high-end models from leading brands such as TOTO and Kohler. This phase represents a value-added expansion, where consumers are willing to pay more for significant technological advancements, thus supporting the growth of the premium segment in the.

However, a critical inflection point is observed around 2028-2029, during which price growth is expected to stagnate and may even decrease slightly before entering a more moderate increase. This plateau signifies a maturing market, where several factors coincide. Intense competition, particularly from value-focused brands and the rise of direct-to-consumer channels, exerts downward pressure on the average selling price. Additionally, economies of scale in the production of components, such as bidet mechanisms and sensors, contribute to reduced manufacturing costs. As core technologies standardize, the price premium for basic "smart" functionalities diminishes, allowing entry-level and mid-tier products to become more affordable. This trend is crucial for expanding the customer base for smart toilets in the U.S. market.

The revived but slower price increase from 2030 to 2032 suggests the establishment of a new equilibrium. In this phase, the U.S. smart toilets market is likely to bifurcate: the high-end segment will continue to command premium prices for cutting-edge AI-driven health diagnostics and luxury materials, while the mid-market will consolidate around reliable, feature-rich models at stable price points. Overall, the pricing analysis reflects a journey from premium-driven growth to competitive consolidation, ultimately resulting in greater accessibility. The long-term price increase indicates not merely inflation, but the continued integration of higher value through technology, even as competition renders smart functionality a more mainstream offering within the broader U.S. smart toilets market.

Brand Tracking Analysis- Top of Mind and Aided Recall Analysis

The analysis of the recall data provides a clear depiction of the competitive landscape and consumer perceptions within the U.S. smart toilets market. This market is predominantly controlled by a formidable duopoly, with TOTO Ltd. and Kohler Co. together accounting for an impressive 95% of unaided top-of-mind recall. This statistic highlights that for nearly all consumers, the idea of a smart toilet is primarily associated with these two brands, endowing them with significant market influence and pricing power. Their nearly universal aided recall rates of 95% and 90%, respectively, further strengthen their positions as category leaders; even if consumers do not initially think of these brands, they are nearly always included in the consideration set, serving as the benchmarks against which all other brands are evaluated.

 

 
In contrast to these dominant players, the data illustrates a sharp decline in recognition, indicating the presence of strong niche participants but a lack of a notable third-scale competitor. LIXIL Corp., under the American Standard brand, utilizes its established reputation in plumbing to achieve a solid 10% unaided recall and an 80% aided recall, thereby positioning itself as a credible mainstream upgrade option. Brondell has successfully established an 8% unaided recall by specializing in smart seats, showcasing that focused expertise can penetrate the duopoly dominance in the market.

The recall metrics for Woodbridge and Duravit underscore channel-specific strengths; Woodbridge, with a 60% aided recall, demonstrates significant recognition among online value-conscious consumers, while Duravit’s 40% aided recall reveals its stronghold within the trade and luxury design sector, although it remains relatively obscure to the general public. Notably, the “Others” category presents a substantial 10% unaided recall, primarily attributed to disruptive direct-to-consumer brands like Tushy, which focus on bidet seats. However, their aided recall stands at a modest 20%. This discrepancy indicates that while these brands can generate initial excitement and attract first-time buyers, they have yet to establish comprehensive and enduring brand equity in the wider U.S. smart toilets market.

In summary, the overall findings affirm that achieving success in the U.S. smart toilets market necessitates either the heritage of duopoly-level brands or a highly focused strategy to dominate a specific price segment, distribution channel, or product sub-category, as gaining entry into the mainstream consumer consideration set remains a significant challenge.

Segmental Analysis

Based on end user, the U.S. smart toilets market is segmented into Single-Family Homes, Multi-Family Homes/Apartments, Hotels & Luxury Hospitality, Offices, Healthcare Facilities, Airports & Public Spaces, Others (Restaurants, Malls).
 

 
The market share data provides a precise and actionable overview of the demand drivers within the U.S. smart toilets market, illustrating a landscape where residential comfort and commercial luxury serve as the two primary engines of growth. The significant dominance of the residential sector, which includes Single-Family (40.57%) and Multi-Family Homes (15.11%) for a combined total of 55.68%, highlights that the foundation of the U.S. smart toilets market is rooted in homeowner and developer investment in premium living. This segment is primarily fueled by renovation trends, the increasing demand for advanced home hygiene, and the integration of smart bathroom features as standard luxury upgrades, establishing it as a stable cornerstone for the market.

On the commercial side, Hotels & Luxury Hospitality emerge as a substantial powerhouse, holding a remarkable 28.11% share. This segment serves not only as a buyer but also as a crucial trendsetter and catalyst for the adoption of smart toilets across the U.S. High-end hotels leverage these fixtures as competitive tools to enhance guest experiences and justify premium room rates, thereby introducing millions of consumers to the technology and sparking subsequent residential demand. This interconnected relationship between commercial showcase and residential adoption is a distinctive characteristic of the U.S. smart toilets market.

Healthcare Facilities, representing a niche segment at 9.11%, emphasize a compelling functional rationale based on infection control, assistive features for aging populations, and patient dignity, demonstrating steady, needs-based growth within the market. 

The remaining segments, which include Offices (3.09%), Airports & Public Spaces (2.11%), and Others (1.90%), collectively depict the frontier of adoption in the U.S. smart toilets market. Their relatively small market shares underscore the current focus on controlled, premium environments rather than high-traffic public infrastructure. The low penetration within offices and general public spaces indicates substantial potential for future growth as hygiene awareness continues to rise and costs moderate.

In summary, the structure of the U.S. smart toilets market reflects a dual narrative: a dominant residential core driven by aspiration and comfort, complemented by a strategic commercial driver led by hospitality that educates and normalizes technology. Additionally, specialized niches such as healthcare present opportunities for sustainable, value-driven expansion in the future of the U.S. smart toilets market.

Company Analysis

Major companies operating within the U.S. smart toilets market are: TOTO Ltd, Kohler Co., LIXIL Corporation, Brondell, Woodbridge, Duravit, Others.