Driven in large part by remodeling activities, new smart technologies, and trends in water conservation and efficiency, the market for kitchen and bathroom faucets in the U.S. has been strong, with potential for growth over the next several years.
Bathroom and kitchen maintenance, expansions, and upgrades remain popular home improvement activities, and updating faucets are an easy and cost-effect way for homeowners and other building owners to give their spaces a facelift. Faucets also factor into customers’ concerns about sustainability and desire for cultivating convenient, comfortable and clean environments.
However, the current economic and political environment has cast some uncertainty on product category forecasting and other product markets, which puts additional pressure on manufacturers and suppliers to exercise adaptability and strategic decision-making to respond accordingly.
What is the Size of the U.S. Fixtures Market?
The U.S. plumbing fixtures market is growing steadily. It was estimated at approximately $89.8 billion in 2023 and is projected to expand at a compound annual growth rate (CAGR) of 4.5% through 2030, according to a market analysis from Grand View Research. U.S. Size of Market research by the Home Improvement Research Institute corroborates growth in the plumbing fixtures market.
Contributing to this growth is the fact that homeowners are looking to modernize kitchens and bathrooms in older houses to improve their aesthetic and livability. Additionally, updating fixtures is a way to improve water conservation, as well as optimize the accessibility and multi-generational aspects of a the home.
There are several globally recognized players—as well as regional entities—that compose the U.S. faucet market. Some key companies include Kohler Co. (Kohler, Sterling, Kallista), LIXIL (American Standard, Grohe, DXV), MASCO (Delta, Grohe, Kraus, Brizo, BrassCraft, Axor, Hansgrohe, Peerless), Gerber/Danze, Glacier Bay, and others. They are often recognized among home improvement and construction professionals for excelling in different areas.
For example, according to data on kitchen and bath fixture brands from the 2024 Farnsworth Contractor Brand Ratings study, Kohler was perceived as the most innovative brand with the widest variety of options, but their products are not seen as the easiest to install or use. Kohler, American Standard, and Delta are tied in terms of best, while Moen is perceived as having the best performance and best customer service.
What are Key Trends in the Kitchen and Bath Fixtures Market?
For fixture manufacturers and suppliers, it can be helpful to know what trends and innovations are currently helping to shape the market for these products in 2025. While customized market research is the best way to dive deeper into the data for your particular customers and products, here is a look at a handful of general trends to help inform your product development and marketing more broadly:
1. Demand Remains High for Water Efficiency and Sustainability
There is a growing demand for eco-friendly products and efficient performance of household fixtures, without sacrificing the user experience. Additionally, the U.S. Environmental Protection Agency’s (EPA) WaterSense Program sets standards for water efficiency and features for products such as faucets and showerheads.
The Healthy & Safe Home and Environmental & Energy Performance Attitudes Study, produced jointly by The Farnsworth Group and the Harvard Joint Center for Housing Studies (JCHS), shows about 22% homeowners are concerned with water use and waste. This factors into decision-making when homeowners and home improvement professionals select products for projects. For example, according to our recent study on Plumbing Fixtures: Trends and Preferences, low-flow settings are the most used special feature in fixtures, with about 37% of home improvement professionals opting for that feature.
Some of the leading manufacturers and innovations in regards to water efficiency and sustainability include Kohler, who offers a wide range of WaterSense-labeled products and innovations like ultra-efficient faucets.
2. Faucet and Showerhead Customer Behaviors May Shift
The cost of products and materials is the largest obstacle for homeowners (72%) that have environmental or energy concerns. Kitchen and bath fixture manufacturers can consider messaging and promotions that would encourage people to take on smaller projects—such as switching out faucets—which can be a more affordable way to make an improvement to their home and water usage.
Customer usage and attitudes research and/or product development research should also be conducted into the perceptions of customers around current faucet product options, especially in light of the Trump administration's Executive Order regarding showerheads in April of 2025. Customer behaviors may start to shift as competitor offerings change what options are available in the marketplace and you need to understand when, how and why those shifts occur.
3. Smart Technology is on the Rise
There remains to be movement in smart faucet market. Transparency Market Research reports that, according to market analysts, the global smart faucets market is projected to grow at a CAGR of more than 6% from 2025 to 2034, reaching an estimated valuation of $836.2 million by 2035. The market is being fueled by advancements in AI-driven water management, increasing awareness of water conservation, and growing integration with smart home ecosystems. Some of the smart features that homeowners are looking for when it comes to faucets include voice activation, water-usage monitoring, touchless technology, and app integration. And we’ve witnessed faucet manufacturers responding according to these desires. For example,
- Moen’s Smart Water Network includes voice-activated faucets and the Flo Smart Water Monitor & Shutoff
- Delta Faucet’s Touch2O® and VoiceIQ™ tech provide touchless or voice-controlled faucet functionality.
However, the possible tariffs imposed by the U.S. and/or responding tariffs from our trade partners, may pose a challenge in the coming months or year. Many smart components are sourced from China and assembled in Mexico. Fluctuations in tariff policies could cause pricing pressure or delay innovation rollouts as manufacturers re-evaluate supply chains.
4. Health and Wellness are Driving Factors for Fixture Selections
Although health and hygiene concerns aren’t as top-of-mind for homeowners as they were during the COVID-19 pandemic, there is still a growing awareness about how household features and fixtures factor into an occupant's well-being. According to our Healthy & Safe Home and Environmental & Energy Performance Attitudes Study, more than 30% of homeowners are “very concerned” or “somewhat concerned” about water quality and purity. Some of the wellness and hygiene-related trends that we’re seeing include installing bidets, antimicrobial finishes, and spa-inspired bathroom remodeling.
5. Fixture Design Factors into Aging in Place and Accessibility
Another trend that could impact the kitchen and bath fixture market is the effort to integrate aging-in-place features and accessible design into residential buildings. Over the past three years, room additions or reconfigurations for multigenerational living were completed by 58% of remodelers surveyed, according to our Healthy & Safe Home and Environmental & Energy Performance Attitudes Study.
Additionally, in the past year, bathroom accessibility improvements were the top category in terms of healthy home remodeling activities. These findings suggest there is opportunity for kitchen and bath fixture manufacturers and suppliers in terms of product development and marketing, especially with additional usage and attitude (U&A) research into their specific segments.
American Standard is one of the manufacturers leading in aging-in-place and accessibility; the brand offers walk-in tubs and ADA-compliant toilets and faucets widely used in both residential and assisted living environments.
6. Design Aesthetics Influence Purchasing Decisions
When it comes to kitchen and bathroom fixtures, consumers are often looking for a balance between style and functionality, form and finish. To that end, some of the aesthetic trends that we’re currently observing include an increasing desire for striking finishes, such as
- brushed brass and matte black
- a preference for minimalist lines
- demand for customizable design elements
Smaller items, such as faucets, are one of the simpler ways for homeowners to add a personal touch to their kitchen or bathroom space without significantly impacting the cost.
One of the leading manufacturers in this area is Brizo. They are well-recognized for high-style, fashion-forward fixtures in bold finishes. DXV, American Standard’s luxury line, also blends modern design with craftsmanship and classic appeal.
With many style-focused SKUs manufactured in Mexico and China, though, tariff policy from either market could impact price competitiveness—especially for mid-market and decorative lines that compete heavily on aesthetic and finish.
7. Kitchens and Bathrooms Remain Top Priority in Remodeling
Repair and remodeling activities are driving growth for home improvement products, such as fixtures, and kitchen and bathroom upgrades and renovations remain top priorities. Meanwhile, contractor shortages and project delays may help shape purchase decisions. Our research shows that, in 2024, plumbing professionals were hired the most in Quarter 4, and least frequently in Quarter 3.
Karen Barnes, a Senior Advisor with The Farnsworth Group, explains that remodels are an area of focus in discussions surrounding construction and building products. She adds, “People are afraid of the economic impacts to new build markets and looking a little more at remodeling as a steady source—so how do they win there?”
However, remodelers are already sensitive to pricing and lead times, and product price changes from tariff policy could further squeeze budgets, delay projects, and limit product availability, particularly for pros who rely on consistent product availability to hit project timelines. Many brands provide Good-Better-Best product lines, but will they be able to stay competitive by identifying which ones to focus on in the current market and ways to differentiate from other companies?
For example,
- Delta Faucet is known for creating pro-friendly features like EZ Anchor® installation to simplify and speed up remodeling jobs.
- Pfister is another leading manufacturer, and by offering tools and videos aimed at both pros and confident DIYers, they are able to increase accessibility of remodel-friendly products.
8. Supply Chain Challenges Continue to Impact Fixtures Market
Supply chain shortages and backlog continue to be challenges for many stakeholders in the home improvement and construction industries. We’re observing material cost volatility and demand for sustainable sourcing, as well as reshoring efforts to reduce dependency on overseas manufacturing.
Some kitchen and bath fixture manufacturers have started adapting to respond to these challenges. For example, Gerber Plumbing Fixtures has increased their domestic manufacturing presence to manage logistics and quality control. Kohler is investing in sustainable sourcing and internal supply-chain transparency, including the integration of recycled materials into their products.
However, while many companies previously shifted from China to Mexico to mitigate tariffs, emerging threats of tariffs on Mexican imports now place pressure on these “safe haven” strategies. Brands are once again considering reshoring, diversifying to South America or Southeast Asia, or absorbing added costs while working to remain competitively prices.
9. New Innovations and Technologies Trigger Market Evolution
Brands that are able to blend advanced technology with timeless aesthetics—ensuring consumers understand and trust innovation in long-term investments—are likely to find the most success in the competitive and less predictable market that we’re experiencing in 2025.
Waterworks is one of the brands doing this particularly well. Known for handcrafted, timeless fixtures, Waterworks also integrates modern features, like thermostatic shower valves. Moen also artfully balances tradition and innovation with sleek designs housing smart technology, such as U by Moen digital showers, and Grohe’s SmartControl system and timeless European styling help bridge the innovation-tradition gap.
A few other recent developments include a collaboration between Kohler and Studio McGee in July 2024 to develop six collections of bathroom and kitchen products aimed at blending modern functionality and timeless design, including the Edalyn Kitchen Faucet Collection and Castia Bathroom Faucet Collection. In February 2025, Brondell also launched its new Jema Kitchen Faucet Collection, which integrates features aimed at optimizing water conservation while maintaining superior performance.
Applying Custom Market Research to Product Development and Marketing Strategies
Kitchen and bath fixtures manufacturers and suppliers are impacted by both larger economic and industry trends, as well as customer preferences for design styles and functionality. Customized market research can give you more detailed data and deeper insights into the size and state of your market segments, as well as the demands and desires of your customer demographics. Our team at The Farnsworth Group will work with you to implement custom research solutions to help you keep up with shifting demands, new technologies, and disruptive competitors.
