The industry trends of exercise massage tools

Currently, the global sports massage tool industry is experiencing structural growth, with the market size projected to expand at a compound annual growth rate of 12.5% from 2025 to 2030. Among them, portable products have an annual growth rate of up to 18%. China, as the world's largest production base, had an export value of 2.26 billion US dollars for massage equipment in the first half of 2024, with a year-on-year increase of 7.3% and a 13% increase in export volume. The main markets are the United States, Germany, and South Korea. The emerging markets in Southeast Asia have a growth rate of over 17%.
Core trends and data support
Portability and scene penetration
Small massage devices account for 54% of the market share. Products such as fascial knives and eye massage pens have a compound annual growth rate of 18% due to their lightweight design (average weight < 500g) and fragmented usage needs.
Functional Segmentation and Professional Needs
The annual growth rate of sports rehabilitation equipment is 28.9%, and the repeat purchase rate of products combining heat therapy and vibration has increased by 42%. The application of professional-level medical massage equipment in rehabilitation scenarios has risen from 7.2% to 19.5%.
Supply Chain and Policy Benefits
China has significant advantages in supply chain. The clusters in Fu'an and others have reduced costs by 18%-22% through vertical integration, and the flexible production model with a minimum order quantity of 500 pieces is suitable for the small-batch trial orders of cross-border e-commerce. At the policy level, the "Healthy China 2030" plan in China promotes subsidies for the research and development of rehabilitation equipment, and the export profit margin of EU CE-certified products has expanded by 9 percentage points.
Future Opportunities
In 2025, the industry will present the characteristics of "scenario explosion + technology-driven". Family health management (accounting for 65%), shared massage, and vehicle scenarios (penetration rate 18%) will become new growth poles. Enterprises need to focus on material innovation (such as graphene heating membranes, which reduce energy consumption by 40%) and market segmentation (such as specialized products for pregnancy and childbirth, and seizing emerging markets in Southeast Asia and the Middle East through cross-border e-commerce and overseas warehouse layouts)