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 steady. There is also potential for growth over the next several years, although economic uncertainty, rising costs, and trade policy in the U.S. are posing notable challenges in 2026.
Bathroom and kitchen maintenance, expansions, and upgrades remain popular home improvement activities, and updating faucets is 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 North American plumbing fixtures market is growing steadily. It was valued at $29.15 billion in 2024 and is projected to grow at a CAGR of 7.7% from 2025 to 2030, according to data from Grand View Research. U.S. Size of Market research by the Home Improvement Research Institute corroborates growth in the plumbing fixtures and supplies market, showing steady growth through 2030 in both consumer and professional segments. However, it’s also important to consider how inflation factors into the growing market.
Additionally, the National Kitchen and Association’s 2026 Industry Outlook shows that the kitchen and bath industry is projected to reach $228 billion in 2026, representing modest growth. Kitchen and bath spending related to new construction is expected to decline minimally, while repair and remodeling projects for kitchens and bathroom will experience 2.9% in growth.
What is the Future Outlook for Kitchen and Bathroom Fixtures?
Contributing to this growth is the fact that housing stock continues to age and mobility rates continue to decline. 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 the home.
Plumbing fixtures are often a brand forward category given their aesthetic orientation and brands that invest heavily in consumer marketing. The brands 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 performance, while Moen is perceived as having the best performance and best customer service.
To get a more detailed look at the projected growth for the faucets and fixtures market, our team at The Farnsworth Group can help you with custom market sizing research. Members of the Home Improvement Research Institute (HIRI) also have access to size of market research for specific product categories.
What are the Latest Trends in the Faucets and 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 2026 and beyond.
While customized market research is the best way to gain insights to 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.
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.
Promoting Small-Scale Projects to Address Price Sensitivity
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.
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.
2. Faucet and Showerhead Customer Behaviors May Shift
When it comes to choosing brands for plumbing fixture brands, our Plumbing Fixtures: Trends & Preferences Study has found that the top factors for consideration are:
- Reliable performance (55%)
- Ease of installation (32%)
- Style and finish selection (31%)
- Strong brand reputation (29%)
- Finish durability (27%)
- Product availability (27%)
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 administration's Executive Order regarding showerheads in April 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 also continues 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% through 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
- Touchless technology
- Water-usage monitoring
- App integration
Touchless faucets, in particular, are gaining popularity in not only homes, but commercial spaces as well. This is due to the range of benefits they provide, from improved hygiene and convenience to water conservation, and technological advancements.
We’ve witnessed faucet manufacturers responding according to the growing demand from property owners. For example, Moen’s Smart Water Network includes voice-activated faucets and the Flo Smart Water Monitor & Shutoffs, and Delta Faucet has introduced the Touch2O® and VoiceIQ™ tech, which provides touchless or voice-controlled faucet functionality.
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
- 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, 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 2025, plumbing professionals were hired the most in Quarter 4, and least frequently in Q2 and Q3. This could have to do with winter weather taking a toll on pipes and plumbing systems. In general, plumbing work is often non-discretionary, as property owners rely on properly running water for their homes and buildings to function properly.
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?”
What Factors are Influencing Pricing in the Faucets Market?
There are several factors that influence pricing kitchen and bathroom fixtures and faucets, resulting in a wide range of price points. Some of these variables include:
- Construction materials
- Customization
- Technology and features
- Internal components and valve quality
- Installation requirements
- Brand reputation and warranty offers
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
The tariffs imposed by the U.S. in 2025, as well as responding tariffs from our trade partners, have disrupted the plumbing fixtures market, posing several challenges in terms of sourcing materials, the cost of products, and chain supply backlogs. Fluctuations in tariff policies could continue to cause pricing pressure or delay innovation rollouts in the coming months and years as manufacturers re-evaluate supply chains.
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 2026.
What Companies are Leading Innovations in Kitchen and Bath Fixtures?
Waterworks is one of the brands that is innovating 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.
