As solo saunas and body-washing shops where individuals "wash and rest alone" gain popularity, the number of consumers looking for related items such as bath bags, mesh bags, and scrubs is also increasing. As demand grows to view saunas and baths not merely as spaces for washing the body but as time for relaxation and self-care, interest is expanding into consumption patterns where people bring their own necessary items to the sauna and create their own bathing routines.
According to the distribution industry on the 9th, searches for the keyword "sauna" on 29CM increased by more than 23 times (2,230%) year-on-year from January to September this year. During the same period, searches for "bath bag" also increased by more than 250%. Transaction amounts for bathtubs and partial bath supplies rose by 40% year-on-year, while transaction amounts for robes increased by more than 166%. It is interpreted that demand for bathing products and related items has grown as the number of consumers visiting saunas and jjimjilbangs (Korean-style sweat baths) has increased.
A similar trend was observed on W Concept as well. Sauna-related searches increased by 86% year-on-year from January to September this year. In addition to bath bags, bath baskets, bath pouches, and sauna bags, products necessary for pre- and post-sauna care, such as face towels and hair packs, were also searched together. Sales of related supplies increased by 80% during the same period. Sales rose across all products used in saunas or for body care before and after, including bath baskets, mesh bags, portion containers, hair packs, scrubs, and bath powders.
The "sauna bag," which holds all necessary sauna supplies together, is emerging as a new consumption target. This involves portioning out shampoo, conditioner, body wash, and other items into mesh bags or PVC-material bags that can hold multiple objects, and separately preparing personally used products such as hair packs and scrubs.
In addition, on the Olive Young online mall, searches for "sauna" increased by 373% year-on-year from January to September this year, while "sauna pack" rose by 310% and "sauna scrub" by 1,208%.
This trend is also connected to the recently spreading "Everything Shower" culture. Everything Shower is a bathing method that involves taking more time than usual to carefully care for one's body from head to toe. On overseas social networking services (SNS), content sharing what hair and body products one uses or what one brings to the sauna is spreading. Just as "Shelfie," which reveals taste through products displayed in the bathroom, has become a means of self-expression, the products used for bathing and showering themselves are also becoming a means of self-expression.
A distribution industry official said, "More consumers are thinking of saunas and body washing not simply as activities for bathing, but as time to relieve stress and manage oneself." The official added, "Demand to compose one's own routine, from bags and portion containers needed when using the facility to scrubs and hair care products, is also affecting sales of related products."
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