Massage Devices in the US: Statistics, Usage & Market Growth

Market size & growth

The United States is widely considered the largest single-country market for massage devices. Growth is supported by both consumer demand (home wellness) and commercial demand (gyms, wellness centers, and some healthcare related settings), with home use expanding as more people adopt routine self-care at home.

In practice, this growth tracks a broader shift: massage devices are increasingly treated as long term wellness purchases rather than occasional splurges. Product variety is also expanding, with more compact designs and lower cost options bringing massage devices into a wider range of households.

Usage & adoption trends

Device specific usage surveys are limited in the public domain, but national health survey trend reporting provides a strong signal: reported massage use among U.S. adults has risen substantially over the last two decades. This matters because growing acceptance of massage as a wellness practice tends to increase interest in at home devices.

In day to day life, adoption often shows up in short routines: evening relaxation sessions, targeted post workout recovery, and “desk day” relief focused on the neck, shoulders, and lower back.

Massage chairs vs. handheld/percussion devices

Massage chairs

Massage chairs are typically the largest revenue segment because they deliver full body sessions and sit at higher price points. Many buyers choose chairs for long-term comfort and a spa like experience at home. The category has broadened in recent years: premium models still drive revenue, but more compact and mid range designs make ownership more realistic for smaller homes.

Handheld and percussion devices

Handheld and percussion-style devices tend to grow quickly because they’re portable, relatively affordable, and easy to use in short, targeted sessions. They’re popular for workout recovery, but many users also reach for them to manage everyday tension. As the category matures, comfort, ergonomics, noise levels, and safe usage patterns tend to matter more than raw power alone.

Other massage devices (foot, back & neck massagers)

Beyond chairs and handheld percussion tools, a large portion of the category is made up of simpler devices designed for specific areas of the body. Foot massagers, neck and shoulder massagers, and back and seat cushions tend to appeal to buyers who want targeted relief without a large purchase or a bulky footprint.

These products are often used in shorter sessions and tend to emphasize convenience: easy storage, quick setup, and one button routines. For many households, they serve as entry level devices that can later lead to upgrades (for example, from a neck massager to a massage gun, or from a seat cushion to a compact chair).

Because these devices are typically lower cost, growth in this group is driven more by unit sales and seasonal demand than by premium pricing. They also show up frequently as gifts, which can create noticeable spikes around holidays and shopping events.

Who uses massage devices in the U.S.?

Massage devices are used by a wide range of consumers, but a few groups tend to appear repeatedly in both wellness research and market analysis. The needs differ by lifestyle, which is one reason the category includes everything from high-end chairs to inexpensive targeted massagers.

Because needs vary so widely, the most popular products often focus on ease of use: quick presets, gentle ramp up options, and clear safety guidance around session length and frequency.

Reported benefits & consumer behavior

Across categories, consumers most often describe using massage devices for stress reduction, muscle recovery, and everyday pain management. This aligns with broader health context: musculoskeletal discomfort is common, and many people look for non invasive ways to manage routine aches and tension.

In many households, massage devices are used as wellness tools rather than medical treatments. Usage often becomes habitual: a few short sessions per week after workouts, after long desk days, or as part of a relaxing evening routine.

Key trends driving demand

Several forces are likely to keep demand strong: an aging population, high rates of sedentary work, steady participation in recreational fitness, and the continued shift toward at home wellness. Convenience also matters using a device at home can be simpler than booking appointments, especially when schedules are busy or professional services are expensive.

Through the remainder of the decade, growth is likely to be strongest in products that balance comfort, safety, and value, and in designs that fit smaller spaces while still delivering meaningful relaxation and recovery benefits.