Australia Massage Equipments Market Overview, 2028

Australia is a culturally diverse country with a significant immigrant population. The culture of massage equipment in Australia reflects this diversity, with a variety of massage techniques and traditions from different parts of the world being practiced and embraced. Australians have a strong focus on health and wellness, which extends to the use of massage equipment for relaxation, stress relief, and overall well-being. The wellness industry, including massage therapy and related equipment, is well-established and continues to grow in Australia. Australia's outdoor lifestyle and emphasis on physical activity contribute to the demand for massage equipment to support recovery, alleviate muscle tension, and enhance athletic performance. Australians have an affinity for natural and holistic healing approaches. Massage therapy and massage equipment are often viewed as complementary and natural methods for promoting health and healing. Australia is known for its stunning landscapes, beaches, and luxury resorts. The spa and wellness culture is prevalent, and massage equipment is a key element in spa experiences and resort facilities. Massage equipment is readily available and accessible to consumers across Australia. Massage chairs, handheld massagers, massage cushions, and other devices can be found in various retail outlets, including specialty stores and online marketplaces. Massage equipment is often featured at community wellness events, health fairs, and festivals across Australia. These events promote the benefits of massage therapy and introduce various massage equipment options to the public.

According to the research report "Australia Massage Equipments Market Overview, 2028," published by Bonafide Research, the Australia Massage Equipments market is expected to add more than USD 55 Million from 2023 to 2028. Massage equipment manufacturers are incorporating advanced technology into their products to enhance the user experience. Features such as adjustable settings, automated massage programs, smart controls, and app connectivity have become prevalent in modern massage chairs and devices. Consumers in Australia seek massage equipment that offers customizable massage experiences. Manufacturers are responding by providing adjustable intensity levels, targeted massage zones, and personalized massage programs to cater to individual preferences. Massage equipment is increasingly used by athletes and fitness enthusiasts for post-workout recovery, muscle relaxation, and improved athletic performance. Athletes recognize the benefits of massage in supporting their training routines. Some massage equipment manufacturers are exploring the integration of virtual reality (VR) and augmented reality (AR) technologies into their products. VR and AR features offer immersive massage experiences, enhancing relaxation and escapism. Social media platforms and influencer marketing play a significant role in promoting massage equipment in Australia. Manufacturers and retailers leverage influencers to showcase products and reach a wider audience. Manufacturers are incorporating smart home technology into massage equipment, allowing users to control devices through mobile apps or voice-activated assistants, and create personalized massage experiences. Some businesses in Australia offer massage equipment rental services, allowing consumers to experience high-end massage chairs and equipment without the full financial commitment of purchasing.

As the Australian population ages, there is an increasing demand for products that cater to seniors' health needs. Electric massage equipment provides a convenient and effective means of relaxation and pain management for older adults. Electric massage chairs and equipment are commonly used in professional settings, such as wellness centers, spas, and healthcare facilities. Consumers who experience the benefits of electric massage in these settings may seek similar experiences at home. Modern lifestyles in Australia often involve long working hours, sedentary jobs, and high-stress levels. Electric massage equipment provides a convenient solution for individuals to relax, de-stress, and unwind at home after a hectic day. In addition, Non-electric massage equipment is generally more affordable than electric counterparts. Cost-effectiveness makes non-electric options accessible to a broader consumer base, including price-conscious individuals. Some non-electric massage equipment is aesthetically pleasing and doubles as home decor when not in use. The design and visual appeal of these tools make them attractive to consumers. The WFH (work from home) lifestyle has led to increased awareness of self-care practices, with individuals seeking relaxation and stress relief at home. Non-electric massage equipment provides accessible solutions.

Stress and sedentary lifestyles contribute to muscle stiffness and discomfort. Back massagers and body massagers provide a convenient way for individuals to manage stress and improve their overall well-being. Back massagers and body massagers allow users to target specific areas of the body that need attention. This targeted massage approach provides a more customized and effective massage experience. Back massagers and body massagers often come with various massage settings, intensity levels, and modes, allowing users to customize their massage experience according to their preferences and comfort. In addition, Massage equipment designed for sports and fitness applications, such as massage rollers, recovery sticks, and compression devices, offer muscle recovery benefits to athletes and fitness enthusiasts. As the interest in sports and fitness activities grows, so does the demand for related massage equipment. This segment includes specialized massage tools such as massage stones, acupressure mats, and massage pillows. These tools cater to niche preferences and wellness practices. Specialized massage equipment used in the beauty and spa industry; such as facial massagers or cellulite massagers, can drive the growth of the "Others" segment.

Fitness centers and sports clubs incorporate massage equipment into their recovery and relaxation offerings for members. Athletes and fitness enthusiasts use massage equipment to aid in muscle recovery and alleviate soreness after workouts. High-end hotels and resorts often provide guests with spa and massage services, creating a demand for massage equipment in the hospitality sector. The Commercial segment utilizes a wide range of massage equipment to offer various massage techniques, such as Swedish massage, deep tissue massage, hot stone massage, and aromatherapy massages, among others. This variety of services attracts diverse clientele. In addition, Residential massage equipment provides the convenience of on-demand massage experiences. Users can enjoy massages at their preferred time and in the comfort of their homes, without the need to visit external massage facilities. Australians are exploring self-massage techniques as part of their wellness routines. Residential massage equipment, such as handheld massagers and massage pillows, facilitates self-massage practices. Owning residential massage equipment can be cost-effective in the long run compared to frequent visits to professional massage therapists or spa facilities. The home spa trend has gained popularity as individuals seek to recreate spa-like experiences in the comfort of their homes. Residential massage equipment plays a significant role in this trend, offering users the ability to enjoy spa-quality massages at their convenience. Many residential massage devices are designed to be user-friendly, making them accessible to individuals of all ages, including children and seniors.



Specialty stores focus exclusively on massage equipment and related products. They offer a wide range of massage equipment options, including massage chairs, handheld massagers, foot massagers, and other massage tools. This specialized product offering attracts customers seeking a diverse selection of massage equipment. Specialty stores typically have staff members with in-depth knowledge about massage equipment and its functionalities. They can provide expert advice, product demonstrations, and personalized recommendations to customers, enhancing the shopping experience. Specialty stores may cater to niche preferences, offering massage equipment designed for specific therapeutic purposes, such as acupressure tools, massage stones, or devices for targeted pain relief. In addition, online sales channels often provide competitive pricing and discounts, leading to cost savings for customers. This affordability can attract price-conscious shoppers looking for budget-friendly massage equipment. Online platforms are operational 24/7, providing customers the flexibility to shop for massage equipment at any time that suits their schedule. Online sales channels eliminate geographical limitations, allowing customers from all regions of Australia to access massage equipment from any location. This expanded reach opens up new market opportunities for manufacturers and retailers. Some well-known e-commerce platforms in Australia include Amazon Australia, eBay Australia, Kogan, Catch, MyDeal, The Good Guys and more.

Massage rollers are versatile therapeutic tools that can be used on various body parts. They are particularly effective for targeting specific areas of tension and discomfort, such as the back, legs, arms, and neck. The rolling motion of massage rollers applies pressure to tight or sore muscles, helping to release muscle knots and tension, and promoting relaxation and flexibility. One of the key advantages of massage rollers is that they are designed for self-massage. Users can perform massage therapy on themselves without the need for a professional therapist. This self-massage capability offers a cost-effective and convenient way for individuals to enjoy the benefits of massage in the comfort of their homes or on the go. Furthermore, Acupressure is a non-invasive therapy that involves applying pressure to specific points on the body to stimulate energy flow. It does not involve the use of needles or any invasive techniques, making it a safe and natural option for massage therapy. Some healthcare professionals and practitioners are incorporating acupressure into their treatment plans for certain conditions. This recognition by medical professionals contributes to the acceptance and adoption of acupressure as a therapeutic practice. In addition based on therapy, Massage chairs and tables provide full-body massage coverage, targeting various body parts such as the neck, shoulders, back, arms, legs, and feet. This comprehensive massage coverage makes stationary equipment desirable for individuals seeking a holistic massage experience that addresses multiple areas of the body. Stationary massage equipment is considered a long-term investment in health and wellness. Consumers who invest in high-quality stationary equipment expect durability and consistent performance over an extended period, making it a cost-effective choice in the long run.

Considered in this report
• Geography: Australia
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Australia Massage Equipment market with its value and forecast along with its segments
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Category
• Electric
• Non-Electric


By Application
• Back Massagers and Body Massagers
• Leg and Foot Massagers
• Neck and Shoulder Massagers
• Head Massagers
• Others


By End User
• Commercial
• Residential


By Distribution channel
• Hypermarket and Supermarket
• Specialty Store
• Online Sales Channel
• Others


By product Type
• Chairs & Sofas
• Stationary equipment
• Handheld
• Others (Table)


By Therapy
• Roller
• Vibrator
• Acupressure


The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Massage Equipment industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.