What this market covers
Towel warmers are electric or hot water racks that heat towels and dry them in bathrooms. Buyers are homeowners, hotels, spas and builders.
Typical segments
- Electric towel warmers
- Hydronic towel warmers
- Wall mounted warmers
- Freestanding warmers
Source: Eurostat
Why this market is moving now
- Extra-EU import value moved +31% from 2020 to 2025, a direct read on EU demand for sourced supply.
- Supply is concentrated: one country provided a large share of extra-EU imports in 2025.
- US employment in the core industry shifted -22% since 2020.
Key figures
Each figure names the source it came from. Open the source list below to read the quoted line.
| Figure | Value | Year | Source |
|---|---|---|---|
| The EU imported €243.4 million of products under CN code 85162999 (Electric space-heating and soil-heating apparatus, without built-in fan) from outside the EU in 2025. | 243.4 EUR million | 2025 | Eurostat |
| Extra-EU imports of CN 85162999 were up 31% in 2025 compared with 2020 (€185.2 million), calculated from Eurostat values. | +31 % change | 2025 | Eurostat |
| EU exports of CN 85162999 to countries outside the EU were worth €150.2 million in 2025. | 150.2 EUR million | 2025 | Eurostat |
| Trade between EU member states in CN 85162999 (intra-EU arrivals) came to €269.3 million in 2025. | 269.3 EUR million | 2025 | Eurostat |
| China was the largest non-EU supplier of CN 85162999 to the EU in 2025, with €177.4 million, or 73% of extra-EU imports. | 177.4 EUR million | 2025 | Eurostat |
| EU exports of CN 85162999 to the United States were €44.0 million in 2025. | 44.0 EUR million | 2025 | Eurostat |
| The average value of extra-EU imports of CN 85162999 was €7.74 per kilogram in 2025, calculated from Eurostat value and weight. | 7.74 EUR per kg | 2025 | Eurostat |
| Germany was the largest EU exporter of CN 85162999 to non-EU countries in 2025, at €56.0 million. | 56.0 EUR million | 2025 | Eurostat |
| The EU had 2,032 enterprises in NACE class C2751 (Manufacture of electric domestic appliances) in 2023. | 2,032 enterprises | 2023 | Eurostat |
| EU enterprises in NACE class C2751 had net turnover of €60.00 billion in 2023. | 60.00 EUR billion | 2023 | Eurostat |
| NACE class C2751 employed 190,000 people across the EU in 2023. | 190,000 persons employed | 2023 | Eurostat |
| The US had 418 private establishments in NAICS 335210 (Small electrical appliance manufacturing) in 2025. | 418 establishments | 2025 | U.S. Bureau of Labor Statistics |
| NAICS 335210 employed an average of 9,189 people in US private industry in 2025. | 9,189 jobs | 2025 | U.S. Bureau of Labor Statistics |
| US employment in NAICS 335210 changed by -22% between 2020 (11,799 jobs) and 2025, calculated from BLS figures. | -22 % change | 2025 | U.S. Bureau of Labor Statistics |
| Average annual pay in US NAICS 335210 was $85,891 in 2025. | 85,891 USD per year | 2025 | U.S. Bureau of Labor Statistics |
Sources and method
The figures on this page come from the public sources listed below. Read how we work.
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
Quoted lines
- Figure 1
DS-045409, reporter EU27_2020, product 85162999, partner EXT_EU27_2020, flow import, 2025, VALUE_IN_EUROS 243406624
- Figure 2
DS-045409, reporter EU27_2020, product 85162999, flow import, 2020 VALUE_IN_EUROS 185202923; 2025 VALUE_IN_EUROS 243406624
- Figure 3
DS-045409, reporter EU27_2020, product 85162999, partner EXT_EU27_2020, flow export, 2025, VALUE_IN_EUROS 150163202
- Figure 4
DS-045409, reporter EU27_2020, product 85162999, partner INT_EU27_2020, flow import, 2025, VALUE_IN_EUROS 269262574
- Figure 5
DS-045409, reporter EU27_2020, product 85162999, partner CN, flow import, 2025, VALUE_IN_EUROS 177431389
- Figure 6
DS-045409, reporter EU27_2020, product 85162999, partner US, flow export, 2025, VALUE_IN_EUROS 43995493
- Figure 7
DS-045409, reporter EU27_2020, product 85162999, flow import, 2025, VALUE_IN_EUROS 243406624, QUANTITY_IN_100KG 314322
- Figure 1
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
Quoted lines
- Figure 8
DS-045409, reporter DE, product 85162999, partner EXT_EU27_2020, flow export, 2025, VALUE_IN_EUROS 55984695
- Figure 8
- Eurostat: Enterprises by detailed NACE Rev. 2 activity and special aggregates (sbs_ovw_act) (2026-11-04)
Quoted lines
- Figure 9
sbs_ovw_act, geo EU27_2020, nace_r2 C2751, indic_sbs ENT_NR, 2023, 2032
- Figure 10
sbs_ovw_act, geo EU27_2020, nace_r2 C2751, indic_sbs NETTUR_MEUR, 2023, 60000
- Figure 11
sbs_ovw_act, geo EU27_2020, nace_r2 C2751, indic_sbs EMP_NR, 2023, 190000
- Figure 9
- U.S. Bureau of Labor Statistics: QCEW annual averages, NAICS 335210, 2025 (2026-11-04)
Quoted lines
- Figure 12
QCEW 2025 annual, US000, private, NAICS 335210, annual_avg_estabs 418
- Figure 13
QCEW 2025 annual, US000, private, NAICS 335210, annual_avg_emplvl 9189
- Figure 14
QCEW 2020 annual_avg_emplvl 11799; 2025 annual_avg_emplvl 9189
- Figure 15
QCEW 2025 annual, US000, private, NAICS 335210, avg_annual_pay 85891
- Figure 12
Buyers and suppliers
Who buys
- Homeowners
- Hotels and spas
- Builders and plumbers
Large non-EU suppliers to the EU
What the full report covers
- 01Executive summary
The answer in one page: size, direction and what moves it - 02Market definition and scope
What is in and out of the European Union market - 03Market size, 2021 to 2025
Historical series and growth rates - 04Outlook to 2031
Base, low and high scenarios with stated assumptions - 05Rules, policy and deadlines
Regulation and programmes that change demand - 06Drivers and barriers
What accelerates or slows adoption, by customer segment - 07Prices, costs and margins
Unit economics where public data allows - 08Competitive landscape
8 to 12 company profiles with recent moves - 09Opportunities and risks
For new entrants, suppliers and investors - 10Method and sources
Every assumption and source, listed
Included with the full report
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- Excel data pack
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- Method note and assumptions
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Frequently asked questions
How big is the EU towel warmers market?
There is no single official market total. Eurostat trade data shows the EU imported €243.4 million of goods under CN 85162999 from outside the EU in 2025 and exported €150.2 million.
Where does the EU import towel warmers from?
China was the largest non-EU supplier in 2025. Other large suppliers included Korea, Republic of, United States, United Kingdom.
What is the average import price of towel warmers in the EU?
Dividing Eurostat import value by weight gives about €7.74 per kilogram for CN 85162999 in 2025.
Which EU countries export the most towel warmers?
Germany led EU exports to non-EU countries in 2025, followed by Finland, Sweden.
How many US companies are in the towel warmers industry?
BLS counts 418 private establishments in NAICS 335210 (Small electrical appliance manufacturing), the closest official industry.
How many EU companies are in the towel warmers industry?
Eurostat counts 2,032 enterprises in NACE class C2751 (Manufacture of electric domestic appliances).
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