In a market study commissioned by Harvia and conducted by a leading management consulting company in 2017, the entire global sauna and spa market was estimated at EUR 2.7 billion in 2016, of which sum approximately EUR 380 million consisted of heaters and sauna components.
Installation, construction and other labour account for approximately half of the sauna and spa market. The rest of the market consists of sauna and spa rooms and structures, control units and other accessories.
Harvia’s target markets are sauna rooms and facilities, heaters and sauna components including steam generators and infrared radiators, control units, and other accessories.
As a rule, labour (installation, repair and maintenance) is not a part of Harvia’s target market. Yet with the Saunamax acquisition, Harvia has started to selectively offer maintenance and installation services to saunas and sauna heaters in Finland.
The market for saunas and spas has historically been non-cyclical due to the large stock of saunas existing and in particular the replacement demand arising from the frequent need to replace heaters.
According to the market analysis mentioned above, replacement demand accounted for approximately 61% of the global sauna and spa market in 2016.
Approximately 77% of the global heater and sauna component market was replacement demand in 2016. The share of sauna and spa facilities’ new build market of the sauna and spa market was approximately 39%.
The global sauna and spa market is projected to grow at an average annual rate of 5% in 2016-2022 according to the market analysis mentioned above.
The key market drivers include the construction of new saunas and the replacement of old saunas, heaters and sauna components.
Drivers for the new build market of saunas and spas include:
In addition to the factors driving the piece volume of sauna sales, the value of the sauna and spa market is also growing because of an increase in the average purchase price of saunas, and the construction of larger sauna premises.
In the more mature markets for saunas and spas, the new-build sauna volumes are driven by growth in the number of residential buildings and commercial real estate.
In the developing markets for saunas and spas, new-build sauna volumes are further driven by the rising awareness of saunas and the health effects from sauna bathing. This is predicted to result in a growing penetration of saunas in both new-build and in the existing building stock.