艾媒咨询 | 智能舒适新赛道——2026年淋浴房行业消费者需求洞察报告

近年来，淋浴房行业持续受益于智能家居、品质卫浴、小户型改造、适老化升级及“去家务化”消费理念的全方位赋能，其产品价值已从单一的干湿分离功能延伸至易清洁、高空间效率、智能恒温除雾与整体卫浴美学等多场景融合。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《智能舒适新赛道——2026年淋浴房行业消费者需求洞察报告》数据显示，2020-2025年中国淋浴房行业规模由977.1亿元升至1234.4亿元，2026年预计达1279.4亿元，呈2022年回调后稳步回升、增速放缓态势，行业进入存量换新与结构升级并行的关键阶段。
2026年中国消费者选购淋浴房时，34.90%担忧产品材质劣质、寿命短，33.30%苦于清洁维护繁琐、易结水垢，32.60%关注玻璃自爆漏水隐患。与此同时，2026年中国消费者认为现有淋浴房设计中，清洁死角多、玻璃易结水垢、空间利用不合理占比分别为31.60%、31.20%、30.20%。材质耐用性、清洁维护与安全防护已成为影响消费决策的核心痛点，空间利用效率同样受到广泛关注。
艾媒咨询分析师认为，淋浴房消费正转向“易清洁、高空间效率、强设计感、智能化”综合体验，行业产品同质化与清洁维护痛点已成换新阻力。商家应加快自洁玻璃、防垢涂层、无死角结构和折叠/推拉门优化，针对小户型推出收纳一体定制方案；在营销端以“去家务化”“小空间大利用”场景种草，突出模块化配色、智能除雾恒温等卖点，提升换新转化。未来，随着智能卫浴生态完善与消费者对舒适体验要求的持续提升，淋浴房行业仍具备强劲的升级潜力与差异化竞争空间。
In recent years, the shower enclosure industry has continuously benefited from comprehensive empowerment driven by smart home trends, premium bathroom solutions, small-space renovation, age-friendly upgrades, and the "de-houseworkization" consumption philosophy. The value of its products has evolved from the basic function of separating dry and wet areas to encompass multiple integrated scenarios, including ease of cleaning, high space efficiency, intelligent constant-temperature defogging, and holistic bathroom aesthetics. According to data from iiMedia Research—a globally leading third-party data mining and analytics firm for the new economy sector—its latest report, "The New Frontier of Smart Comfort: 2026 Consumer Demand Insights Report on the Shower Enclosure Industry," shows that from 2020 to 2025, the market size of China's shower enclosure industry rose from CNY 97.71 billion to CNY 123.44 billion, and is projected to reach CNY 127.94 billion in 2026. Following a correction in 2022, the industry has exhibited a steady recovery trend with slowing growth, entering a critical phase characterized by both replacement of existing units and structural upgrades.
In 2026, when selecting shower enclosures, 34.90% of Chinese consumers expressed concerns about inferior material quality and short product lifespan; 33.30% cited cumbersome cleaning and maintenance requirements coupled with susceptibility to scale buildup; and 32.60% were concerned about potential hazards such as glass breakage and water leakage. Concurrently, in 2026, Chinese consumers reported that in existing shower enclosure designs, 31.60%,31.20%, and 30.20% of respondents identified numerous cleaning dead zones, prone scale buildup on glass surfaces, and inefficient space utilization, respectively. Material durability, ease of cleaning and maintenance, and safety protection have become core pain points influencing consumer decisions, while space utilization efficiency also attracts significant attention.
Analysts at iiMedia Research believe that consumer demand for shower enclosures is shifting toward a comprehensive experience characterized by "easy cleaning, high spatial efficiency, strong design appeal, and smart functionality." However, product homogenization within the industry and challenges related to cleaning and maintenance have become barriers to product replacement. Manufacturers should accelerate the development of self-cleaning glass, anti-scaling coatings, seamless structural designs, and optimized folding or sliding doors, while offering customized storage-integrated solutions tailored to compact living spaces. In terms of marketing, companies should leverage scenarios such as "reducing household chores" and "maximizing utility in small spaces" to cultivate consumer interest, while highlighting key selling points—including modular color schemes and smart mist-removal with constant-temperature control—to boost conversion rates for product upgrades. Looking ahead, as the smart bathroom ecosystem matures and consumer expectations for comfort continue to rise, the shower enclosure industry still possesses substantial potential for upgrading and distinct competitive advantages.