Neck and Shoulder Massager Market

Global Market Study on Neck and Shoulder Massagers: Popularity of Shiatsu Massagers Rising Rapidly

Market Snapshot

The global neck and shoulder massager market is witnessing steady growth with worldwide revenue up 7.2% year-on-year in 2021. Sales of neck and shoulder massagers across the world are set to more than double over the next ten years, closing in on US$ 7.6 Bn by 2031. East Asia holds 15.4% share of the global market, and will be a lucrative market for manufacturers, surging at over 13% CAGR through 2031.

Find Out More about the Report Coverage


  • JSB Healthcare
  • Nekteck
  • OSIM International
  • HoMedics
  • Family Inada Co., Ltd.
  • Human Touch
  • Breo
  • SKG
  • Panasonic
  • Beurer
  • Wen Zhou Huifan Electric Appliances Co., Ltd

Key Points Addressed in Neck and Shoulder Massager Industry Survey:

  • Market Estimates and Forecasts (2016-2031)
  • Key Drivers and Restraints Shaping Market Growth
  • Segment-wise, Country-wise, and Region-wise Analysis
  • Competition Mapping and Benchmarking
  • Brand Share and Market Share Analysis
  • Key Product Innovations and Regulatory Climate
  • COVID-19 Impact on Demand for Neck and Shoulder Massagers and How to Navigate
  • Recommendation on Key Winning Strategies

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Demand Analysis of Neck and Shoulder Massagers from 2016 to 2020 Vs. Market Projections for 2021 to 2031

Historically from 2016 to 2020, use of neck and shoulder massagers increased at around 5.6% CAGR, with the U.S., Canada, Germany, and U.K. holding significant share in the global market.

Surge in innovation and technology has led to the development of advanced neck and shoulder massagers that are easy to use and handle without any requirement of professionals. These massagers have gained popularity not only for use in salons and spas but also for individual use, which, in turn, is driving demand for the product.

Additionally, growing health consciousness among people, increased awareness about new therapeutic products, rise in stress problems in generation Z and millennials, increasing physical ailments, sports injury, and muscle pain, and surge in the use of massagers in spas, salons, and physical therapy are key drivers that are driving demand for neck and shoulder massagers.

Overall, over the next ten years, the market is projected to expand faster than the historical years, and rise at a CAGR of 8.5%.

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Will Rise of e-Commerce Platforms Provide Growth Opportunities to Market Players?

Rapid rise of e-Commerce platforms is allowing customers to browse and order from a range of offerings provided by vendors. This makes the shopping experience of buyers better and supports in brand retaining and prominence.

Furthermore, rise in penetration of e-Commerce is expected to enable vendors to provide a broad range of products in user segments such as teenagers and adults to reach new potential customers and increase the customer base of these products.

Availability of a wide range of massagers on these platforms provides users a unique buying platform to compare prices, features, and product promotions. Individual users get to interact with fellow consumers and get to know their feedback on products. Moreover, increasing popularity of online shopping, consumer trust on Internet sales, and faster shipping services have led to the higher availability and sales of various neck and shoulder massagers.


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Country-wise Analysis

Will Growth of Affluent Aging Population in the United States Drive Product Adoption?

The market in the U.S. is expected to progress at a CAGR of over 6%. According to a research published by the American Massage Therapy Association, massage is a panacea for most health problems related to aging. It helps in resolving issues related to blood pressure, dementia, osteoarthritis, and stiffness and body aches.

Furthermore, the world is aging at an unprecedented rate, and by 2050, the percentage will increase to around 17%. Due to increasing ageing population across the U.S., there has been an increase in the number of people suffering from diseases such as dementia, blood pressure, body ache, stiffness, and osteoarthritis.

Use of neck and shoulder massage equipment will act as a means to limit the incidence of the above diseases, and, in turn, will promote market reach.

How is Growing Interest in Sports & Tourism Activities Driving Product Sales in Germany?

In 2020, Germany accounted for 26.9% share in the European market for neck and shoulder massagers, and is expected to grow at a rapid rate. One of the most notable trends that has transformed market offerings is high concentration of sports enthusiasts in Germany, which is expected to remain a favorable factor for industry growth.

Additionally, improvements in the tourism industry in Germany as a result of increasing number of business travelers at the domestic level are anticipated to promote the establishment of new commercial locations where neck and shoulder massagers along with the other massage equipment could be utilized, which would further boost market in the country.

Why is Demand for Neck and Shoulder Massagers Increasing in China?

East Asia accounted for 42.6% revenue share in the global market in 2020, with China being the largest revenue contributor to the market in the region. Early adoption of advanced technology, robust presence of key players, and rising concerns regarding fitness and wellness are some of the key factors driving revenue growth of the market in the country.

How is the Neck and Shoulder Massager Market Faring in India?

The Indian market for neck and shoulder massagers is expected to rise at an impressive rate of 10.6% CAGR. This growth is attributed to increasing awareness of body fitness among millennials.

Additionally, increase in the number of body spas and fashion styling locations in the country as a result of improving infrastructure at the domestic level is expected to boost the scope of various neck and shoulder massager devices over the next few years.

Category-wise Insights

Why is Demand for Shiatsu Massagers Key to Revenue Generation?

In terms of product, demand for shiatsu massagers is expected to rise at an impressive rate of 12.7% CAGR.

Most of these devices are ergonomically designed and are lightweight in nature. A large variety of these devices are chargeable and take 2 to 3 hours to get fully charge, which makes them easy to use. The intensity of the massage can be controlled and thus can be regulated depending on the sensitivity of the muscles.

Moreover, rising awareness about the effectiveness of shiatsu massagers, major prevalence of chronic and acute pain, and higher visibility of these products through e-Commerce channels are expected to promote the scope for shiatsu massagers over the next few years.

Which Patient Type Drives Most Demand for Neck and Shoulder Massagers?

In terms of patients, older people are expected to account for a notable share of 56.3% of demand. Increasing aging population and major prevalence of back pain among the elderly population are some of the factors boosting revenue growth of this segment.

Will Cordless Electric Massagers Register Notable Growth?

In terms of power, cordless electric massagers are expected to register significant CAGR of 11% during the forecast period. Cordless models do not need a power source to function, allowing the operator to use them practically anywhere.

More companies are focusing on introducing cordless massagers as they are more preferred by consumers, which is expected to boost growth of the cordless electric segment over the years to come.

Which End Users Hold Major Revenue Share in the Sales of Neck and Shoulder Massagers?

On the basis of end user, spa & massage parlors are expected to account for a notable share of 41.6%. This can be attributed to rising preference for professional massage therapists and increasing number of super premium spa and massage parlors offering therapeutic approaches to pain management, especially in developing countries.

However, the household segment is expected to expand at the fastest CAGR. People are very keen in owning massage equipment for capillaries, cervical, cellulite, legs, back, facials, and shiatsu. Neck and shoulder massagers are becoming popular as they help relax the muscles, improve skin texture, and relieve chronic pain.

Competition Landscape

Players operating in the market are finding new ways to introduce their products across regions. These measures and efforts are being undertaken due to rising competition. Well-established firms are taking a hard look at their marketing strategies. Collaborations and partnerships and product innovation are having a strong influence on market growth.

Forging new strategic relations with essential players or suppliers to achieve major market presence will be an ongoing trend in this space.

Neck and Shoulder Massager Market Report Scope



Forecast Period


Historical Data Available for


Market Analysis

US$ Mn for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • MEA

Key Countries Covered

  • United States
  • Canada
  • Brazil
  • Mexico
  • Germany
  • U.K.
  • France
  • Spain
  • Italy
  • Russia
  • Benelux
  • South Africa
  • Turkey
  • Northern Africa
  • GCC Countries
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia & New Zealand

Key Market Segments Covered

  • Product
  • Power
  • Price Range
  • Patient
  • End User
  • Sales Channel
  • Region

Key Companies Profiled

  • JSB Health & Fitness Pvt. Ltd
  • Nekteck
  • OSIM International
  • HoMedics
  • Family Inada Co., Ltd.
  • Human Touch
  • SKG
  • Panasonic Corp.
  • Beurer GmbH
  • Wenzhou Huifan Technology Co., Ltd
  • Prospera Corp.


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Key Segments Covered in Neck and Shoulder Massager Industry Research

By Product

  • Vibrating Massagers
  • Manual Massagers
  • Impulse Massagers
  • Shiatsu Massagers
  • Others

By Power Type

  • Cordless Electric Neck and Shoulder Massagers
  • Corded Electric Neck and Shoulder Massagers

By Price Range

  • Below US$ 100 Neck and Shoulder Massagers
  • US$ 100- US$ 200 Neck and Shoulder Massagers
  • US$ 200- US$ 300 Neck and Shoulder Massagers
  • US$ 300 and Above Neck and Shoulder Massagers

By Patient

  • Neck and Shoulder Massagers for Adults
  • Neck and Shoulder Massagers for Older People
  • Neck and Shoulder Massagers for Teens
  • Neck and Shoulder Massagers for Toddlers

By End User

  • Spas & Massage Parlors
  • Households
  • Physiotherapy Clinics
  • Private Hospitals
  • Others

By Sales Channel

  • Direct Sales
  • Hypermarkets/Supermarkets
  • Specialty Stores
  • Departmental Stores
  • Multi-Brand Stores
  • Online Retailers
  • Other Sales Channels

Key FAQs Answered in Study

  • What is the size of the global neck and shoulder massager market?

    The global market for neck and shoulder massagers is valued at above US$ 3.1 Bn.

  • Who are the top 5 players manufacturing neck and shoulder massagers?

    Holding more than 42% market share, JSB Health & Fitness Pvt. Ltd, OSIM International, Family Inada Co., Ltd. HoMedics, and Panasonic Corp. are the top 5 manufacturers of neck and shoulder massagers.

  • At what CAGR did the market expand over the past 5 years?

    The global market for neck and shoulder massagers increased at 5.6% CAGR from 2016 to 2020.

  • What are key trends shaping the global neck and shoulder massager industry?

    Growing popularity of online stores, new product launches, and increasing mergers and acquisitions are key trends in this space.

  • Which are the top 5 countries driving demand for neck and shoulder massagers?

    Top 5 countries driving most of the demand for neck and shoulder massagers are the U.S., U.K., Germany, India, and China.

  • What is the outlook for the North American market?

    North America held a significant share of 26.6% in 2020, and is expected to rise at a CAGR of 5.8% through 2031.

  • At what percentage is the sales of neck and shoulder massagers registering growth in Europe?

    The European market for neck and shoulder massagers is expected to surge steadily at a CAGR of 7.4% over the next ten years.

  • Which countries are key exporters of neck and shoulder massagers across the world?

    Key exporters of neck and shoulder massager are China, the U.S., and Germany.

  • What are the key market statistics for South Korea and Japan as far as neck and shoulder massagers are concerned?

    Market analysis reveals that year-on-year demand growth in South Korea was 9.4% in 2021, whereas, the market in Japan is set to accelerate at a CAGR of 15.6% through 2031.

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  • What research methodology is followed by Persistence Market Research?

    Persistence Market Research follows a methodology that encompasses the demand-side assessment of the market, and triangulates the same through a supply-side analysis. This methodology is based on the use of standard market structure, methods, and definitions.

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