Back & Shoulder Massagers Market Size, Share & Industry Analysis, By Product (Pillows, Guns, Balls & Mats, and Others), By Power Type (Corded and Cordless), By End-User (Residential, Physiotherapy Clinics, Spas & Wellness Centers, Hospitals, and Others), By Distribution Channel (Specialty Stores & Brand Stores, Hypermarkets & Supermarkets, Online Channels, and Others), and Regional Forecast, 2025-2032

The global back & shoulder massagers market size was valued at USD 3.77 billion in 2024. The market is projected to grow from USD 3.99 billion in 2025 to USD 6.05 billion by 2032, exhibiting a CAGR of 6.14% during the forecast period. Asia Pacific dominated the back & shoulder massagers market with a market share of 29.97% in 2024.

Massagers are beneficial in relieving muscle stress, improving blood circulation, and relaxing the back and shoulders. The growing importance of massage therapy in relieving back pain and the rising number of wellness centers & physiotherapy clinics utilizing neck and shoulder massagers for their patients’ treatment purposes drive the demand for back & shoulder massagers. In addition, consistent brands’ & retailers’ product promotional efforts and the expanding number of social media platforms promoting lifestyle aid products favor the global sales of such products.

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Global Back & Shoulder Massagers Market Overview

Market Size & Forecast:

• 2024 Market Size: USD 3.77 billion
• 2025 Market Size: USD 3.99 billion
• 2032 Forecast Market Size: USD 6.05 billion
• CAGR: 6.14% from 2025–2032

Market Share:

• Asia Pacific dominated the back & shoulder massagers market in 2024 with a market size of USD 1.13 billion, driven by increasing awareness about fitness and wellness, widespread adoption of technology-driven personal care devices, and expanding infrastructure for spa and physiotherapy clinics across countries such as China, Japan, India, and South Korea.
• By product type, the pillows segment held the largest market share in 2024, supported by high consumer preference for therapeutic massage pillows offering relief from stress, pain, and anxiety. The guns segment is expected to grow fastest due to rising use of MET (muscle ease therapy) massage guns among physiotherapists and home users.

Key Country Highlights:

• United States: Growing demand for AI-powered massage equipment, expanding wellness centers, and rising preference for affordable, non-invasive therapeutic solutions boost the market.
• Germany: Increasing aging population and wellness-focused consumers drive demand for premium therapeutic products, including shiatsu and vibrating massagers.
• India: Surge in at-home rehabilitation, aging population, and physiotherapy needs, along with increasing product launches by domestic players such as JSB Healthcare and RoboTouch.
• Japan: High demand for compact, smart, and tech-integrated massagers like Xiaomi’s MIJIA Smart Neck Massager; strong spa infrastructure and aging population support growth.
• Brazil: Post-pandemic shift toward personal care and increased spending by middle-income households on muscle-relief equipment drive product uptake in urban centers.

MARKET DYNAMICS

MARKET DRIVERS

Advancements in Development of Equipment with 3D and 4D Massage Nodes to Drive Market Growth

Advancements in developing back & shoulder massagers equipped with 3D and 4D massage nodes for deeper kneading and targeted pressure drive market growth. In addition, consistent manufacturers’ production of neck massagers equipped with heat function therapy, adjustable vibration, AI-based pressure adaptation, and Bluetooth connectivity features for enhanced physiotherapy treatments, favors the demand for such products globally.

For instance, in October 2024, Aescape, an AI-based massager maker, launched an AI-equipped robotic massager at R+R Wellness luxury spa located at Grand Hyatt Nashville, U.S. The emergence of diverse healthcare products in the personal care industry also favors market growth.

MARKET RESTRAINTS

Higher Cost of Advanced Devices to Limit Market Growth

Back & shoulder massagers with advanced features are available at higher prices, negatively impacting the product demand among budget-conscious consumers globally. In addition, higher prices of shiatsu, impulse, and vibrating massage therapies at salon facilities are expected to limit product demand among salon facilities, further restraining the back & shoulder massagers market growth.

MARKET OPPORTUNITIES

Consumers Seeking Massaging as an Alternative to Professional Treatments to Create New Growth Opportunities

The growing number of consumers seeking alternatives to the costly and painful professional medical treatments, including the cheaper back & neck massaging services, creates new market growth opportunities. In addition, the growing trend of at-home rehabilitation and wellness involving the usage of innovative massaging equipment in home settings favors global market growth. Besides, the increasing prevalence of chronic back pain among desk office workers and elderly individuals seeking back massaging tools for pain relief has skyrocketed the product’s revenue globally.

• According to the Australian Institute of Health and Welfare (AIHW), as of 2022, around 4.0 million (16%) of the Australian population suffer from back pain.  

BACK & SHOULDER MASSAGERS MARKET TRENDS

Growing Trend of Availing Personalized Back Massager Therapies at Spa Clinics to Favor Growth

The growing trend of availing personalized back massaging services at spa clinics and increasing spa clinics' adoption of sensor-based back massagers with customizable settings & comfortable designs creates newer market growth avenues. In addition, the growing popularity of app-controlled devices monitoring blood flow and other neck massaging performances of the users supports the sales of back & shoulder massagers.

Segmentation Analysis

By Product

Significant Demand for Pillows Featuring Therapeutic Massage Results Boosted Segment Growth

By product, the market is divided into pillows, guns, balls & mats, and others.

The pillows segment exhibited a major market share in 2024. Its major share is attributed to the significant consumer demand for massage pillows with therapy features, including muscle stress & pain relief, and anxiety reduction. The adoption of therapeutic pillows is higher compared to the traditional neck & back pillows. In addition, the rising number of sportsmen and athletes preferring Shiatsu neck & back massage pillows to instantly gain relief from muscle pain after practice sessions drives the pillows segmental growth.

The guns segment is slated to grow at the fastest rate during the forecast period of 2025-2032. Its fastest growth is attributed to the accelerating physiotherapists’ demand for the MET (muscle ease therapy) hand massager guns for their patients’ muscle recovery and relaxation. In addition, rising at-home consumers’ preference for professional-grade massage guns to smooth their muscle parts favors the gun’s segmental revenue growth.

Rising households’ demand for affordable massage balls and mats to effectively target and trigger pain points of shoulders, back, and hip drives the balls & mats segment’s growth. In addition, advancements in the development of muscle stimulator mats and electric back & shoulder massagers involving the feature of custom massage for spine scanning accelerate segmental revenue growth globally.

The others segment covers the market analysis on various products, including TENS (transcutaneous electrical nerve stimulation) devices and back wraps. Broadening household consumers’ and physiotherapists’ necessities of utilizing a diverse range of pain-relieving products will skyrocket others segmental revenue growth.

By Power Type

Corded Segment Dominates Market Due to Diverse Range of Massaging Features

By power type, the market is bifurcated into corded and cordless.

The corded segment leads the market due to significant consumer demand for the corded equipment featuring various massaging features, including vibration, impulse, shiatsu, and manual massaging. Corded equipment is usually sold at higher prices and exhibits premium massaging features, compared to the travel-friendly, cordless equipment. In addition, higher elderly care centers’ necessities of keeping stationery healthcare equipment at the facilities for instant medical treatments create newer segmental growth opportunities.

The cordless segment is slated to grow at the fastest rate during the forecast period of 2025-2032. Cordless products primarily consist of a rechargeable battery as the main power source. Its significant growth is attributed to the rising demand for handheld massaging devices for targeted muscle fixing treatments. Increasing awareness about the effectiveness of trigger point therapy or acupressure & acupuncture, requiring the usage of handheld guns, balls, and pillows for instant pain relief of the individuals, creates new segmental growth opportunities.

By End-User

Higher Demand for At-home Elderly Care Products Boosted Residential Segment Growth

Based on end-user, the market is divided into residential, physiotherapy clinics, spas & wellness centers, hospitals, and others.

The residential segment exhibited a major global back & shoulder massagers market share due to the higher demand for the elderly care and mobility assistance products, including back & arm massagers, among at-home consumers worldwide. In addition, increasing usage of travel-friendly neck massaging pillows among individuals to treat neck pain while travelling favors residential segmental growth.

A rising number of physiotherapists and their preference for the multi-functional muscle stimulator & massager to send powerful electric pulses through the patient’s central nervous system. This process blocks the pain receptors, creating new growth opportunities for the physiotherapy clinics segment. In addition, increasing usage of muscle fixing gums among physio experts for the hip bone adjoining treatments drives the segment’s revenue growth.

• According to the U.S. Bureau of Labor Statistics (BLS), between 2022 and 2023, the employment of physical therapists in the U.S. increased by 14%. On average, 13,600 openings for physiotherapists every year in the U.S.
• According to the American Massage Therapy Association (AMTA), in 2023, 48% of Americans went to spas for massage, compared to 36% to massage therapists.

Increasing youngsters’ spending on spa massaging services and a rising number of hospitality spa clinics offering luxury healthcare solutions to the users drive the spas & wellness centers segmental revenue growth. According to the International Spa Industry Association (ISPA), almost 91% of America’s spas provide massage services. Besides, the rising usage of premium-based muscle pain-relieving balls and mats among wellness clinics accelerates the expansion of the spas & wellness centers segment.

Rising adoption of smart back massage chairs & handheld devices among hospitals and medical clinics to offer personalized healthcare experiences to their patients mainly accelerates hospital segmental growth. In addition, growing hospital infrastructural facilities in the emerging economies, including Southeast Asia, China, Africa, the Middle East, and Eastern Europe, drive product demand in these settings.

The others segment covers the analysis on various application areas such as sports facilities, fitness clubs, hotels, airports, etc. Broadening necessities of utilizing health & fitness products among the diverse range of institutional settings, including hotels, airports, and fitness clubs, drives others segmental growth worldwide. Furthermore, the rising number of international travelers preferring on-the-go massage services at transportation facilities supports the future development of the others segment globally.

By Distribution Channel

Availability of Diverse Product Range at Specialty Stores & Brand Stores Fueled Segment Growth

Based on the distribution channel, the market is segregated into specialty stores & brand stores, hypermarkets & supermarkets, online channels, and others.

The specialty stores & brand stores segment exhibited a leading market share due to the diverse range of branded products available at these stores. In addition, specialty stores’ provision of handheld massager equipment at discounted order prices to the spa clinics and physiotherapy centers accelerates segmental revenue growth worldwide.

Hypermarkets & supermarket stores’ consistent provision of affordable handheld massaging guns, balls, and mats to the middle-income consumer groups drives the segmental growth globally. Rising adoption of online shopping for healthcare and rehabilitation center equipment among adults and elderly consumers favors the online channels segment’s growth. The increasing number of brands offering discounted back massaging equipment through direct-to-consumer (DTC) sales channels and wholesale shops favors others segments’ growth worldwide.

Back & Shoulder Massagers Market Regional Outlook

The market is categorized by region into North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Asia Pacific

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The Asia Pacific region exhibited a leading global market share in 2024. The region’s market is projected to grow at the third-fastest rate during the forecast period of 2025-2032. Increasing awareness about maintaining fitness & wellness and increasing adoption of innovative technology-based personal care devices among the households in China, Japan, and South Korea drive product demand in these countries. In addition, growing infrastructural facilities related to the spa clinics, hospitals, and physiotherapy clinics, and a preference for professional-grade back & neck massagers, drive the product revenues across India and Southeast Asia. 

Europe

The European region exhibited a third-leading global market share in 2024. The European market is projected to grow at the fastest rate during the forecast period of 2025-2032. Rising number of international travelers and their spending on portable neck massager pillows, mats, and balls favor market growth in the Western European region. Furthermore, growing awareness regarding the availability of back & shoulder massagers and the increasing number of middle-income household groups is driving market growth in Russia and other Eastern European countries.

North America

The North American region exhibited a second-leading global market share in 2024. The North American region’s market is slated to grow at the second-fastest rate during the forecast period of 2025-2032. Consistent manufacturers’ provision of AI-based back & shoulder massagers is expected to encourage professional consumers to buy newer products, driving the market growth across the U.S. and Canada. In addition, the expanding number of wellness centers and physiotherapist clinics in Canada and Mexico favors product demand in these countries. Besides, shifting consumer preference toward affordable therapeutic massage therapies from expensive treatments in hospitals drives product sales in the region.  

South America

Increased trend of buying personal care devices among the elderly and adult at-home consumers post COVID-19 pandemic to gain instant relief from the massage treatments, supporting the market development in Brazil and Colombia. In addition, an increasing number of middle-income household groups and their spending on handheld muscle treatment devices in Peru and Chile drive product revenues across these countries.

Middle East & Africa

Rising number of international travelers and their spending on luxury massage services at the airport facilities favor the demand for innovative massaging devices in the Middle Eastern region. In addition, the increasing prevalence of back & neck pain and growing awareness about the benefits of massagers from social media platforms support the sales of back & shoulder massagers in South Africa.

COMPETITIVE LANDSCAPE

Consistent Key Players' Product Promotional Efforts to Enable Them to Dominate Global Market 

The global market is fragmented with major key companies such as OSIM International Pte. Ltd., Johnson Health Tech Retail Inc., Beurer GmbH, RENPHO US, and Casada International GmbH. These key players consistently promote their products through social media market campaigns and public trade events to build brand image in the local & domestic markets.

• For instance, as of 2025, OSIM International Pte. Ltd., a Singaporean manufacturer of wellness products, launched ‘OSIM Miffy Feel Good Series’, OSIM X Hooga Bundle Special, and six other promotional campaigns to build its brand across Southeast Asian markets.

LIST OF KEY BACK & SHOULDER MASSAGER COMPANIES PROFILED

• OSIM International Pte. Ltd. (Singapore)
• Johnson Health Tech Retail Inc. (U.S.)
• Beurer GmbH (Germany)
• JSB Healthcare (India)
• Nureca Limited (India)
• RENPHO US (U.S.)
• RoboTouch (India)
• Casada International GmbH (Germany)
• Osaki Massage Chair (U.S.)
• SKG (China)

KEY INDUSTRY DEVELOPMENTS

• February 2024: beatXP, a fit-tech D2C brand owned by Pristyn Care, launched a new line of massagers, including leg, body, and hand massagers in India.
• January 2024: Sparal, HLB Global's premium massager brand, expanded its presence beyond South Korea by launching SpaR, a domestic portable massager brand in the international markets.
• April 2023: Xiaomi Corporation launched the MIJIA Smart Neck Massager in the Chinese market. The product is designed to remove stiffness in the neck and relieve muscle tension.

REPORT COVERAGE

The global back & shoulder massagers market analysis provides market size & forecast by all the market segments in the report. It includes details on the market dynamics and trends. In addition, the report the market outlook information on key industry developments, new product launches, and details on partnerships, mergers & acquisitions. The back & shoulder massagers market research report covers a detailed competitive landscape with information on the market share and profiles of key players.

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Report Scope & Segmentation