The Surprising Surge of Bidets in the American Market: A Post-Pandemic Transformation
The concept of installing a bidet in an average American household before the Covid-19 pandemic may have been met with skepticism, if not outright dismissal. However, the bathroom washer business underwent a significant transformation during this global health crisis, as Americans grappled with toilet paper shortages and discovered the benefits of water-based cleansing methods.
The bidet industry experienced an unprecedented boom during the pandemic, with sales growing exponentially as people sought alternative ways to maintain personal hygiene. This trend persisted long after the initial panic subsided. According to James Lin, founder of bidetking.com, every single bidet sold on his platform during this period faced immense demand, leading to supply chain issues and even the need for air freighting containers to meet customer demands.
Tushy, a trendy bidet seat attachment company, reported a revenue increase from $8 million in 2019 to $40 million in 2020. This growth was not limited to high-end bidets, with even basic non-electric attachments experiencing increased sales. For instance, a popular non-electric attachment can be found for less than $50 on sites like Amazon.
As more people explored bidets as an alternative to toilet paper, a diverse range of options emerged to cater to various budgets and preferences. Luxury models with advanced features such as adjustable temperature settings, pressure controls, and hands-free drying systems became available for those willing to invest in a more luxurious bathroom experience. Japanese electronic bidet seat manufacturer Toto offers a high-end washlet model priced at $1,420 on bidetking.com.
At the other end of the spectrum, more affordable alternatives such as handheld bidets or attachments became popular among those seeking to minimize their expenses. One customer from Michigan, who wished to remain anonymous, shared his story of discovering a discarded bidet attachment near the side of the road and repurposing it for use in his own home after sanitizing it.
The idea of using water to clean one’s underside can be traced back to ancient civilizations, with the bidet originating in France during the 18th century as a separate piece of furniture for aristocrats. The popularity of bidets spread to various parts of Europe, the Middle East, and Asia. In Japan, Toto revolutionized the washlet in 1980 by introducing a toilet seat attachment with warm water cleansing capabilities.
Despite the long-standing appeal of bidets across the world, Americans have been slow to adopt this practice due to cultural and historical reasons. During World War 2, American soldiers encountered bidets in brothels and subsequently shunned the device due to its association with sex work. Additionally, the post-war housing boom resulted in plumbing systems that did not include bidet installations.
However, as more people discovered the benefits of bidets during the pandemic – such as increased cleanliness, sustainability, and reduced paper waste – the social stigma surrounding this practice began to fade. To fully embrace bidets in American culture, Rucker, a marketing professor at Kellogg School of Management, suggested that the industry needs to promote bidet use as a social norm and integrate it into new home constructions.
As the adoption of bidets continues to grow, it is essential to recognize that water-based cleansing has long been an integral part of various cultures and religious practices. For example, practicing Muslims utilize strict washing guidelines as part of their Islamic jurisprudence and rely on “bum guns,” or handheld sprayers, to maintain cleanliness.
In conclusion, the pandemic-driven surge in bidet sales represents a significant shift in American attitudes toward personal hygiene and sustainability. As more people explore the benefits of water-based cleansing, the bidet industry is poised to continue its growth trajectory in the years to come.
