Sauna bathing is no longer just a Finnish tradition – it has become a global wellness trend. Modern sauna culture combines tradition, technology and experientialism, and sauna scents are part of this new sauna revolution. In this article, we dive into the global rise of sauna culture and take a look at what the future of sauna bathing looks like around the world.
Sauna popularity is growing globally
In 2023, the global sauna market was estimated to be worth $859.5 million, and according to forecasts, the market will grow at an annual rate of over 5.9% , reaching a value of up to $1.27 billion by 2030. Growth is being driven by the increasing popularity of home saunas, wellness trends, and the increase in new scent and experience elements as part of sauna culture.
From Europe to America – sauna finds new friends
Finland – the heart of sauna culture
There are over 3.3 million saunas in Finland – almost one for every inhabitant. Sauna use is a part of everyday life, celebration and well-being. It is no wonder that Finnish sauna culture has been selected for UNESCO’s Intangible Cultural Heritage list.
Germany – Aufguss experiences and sauna ceremonies
In Germany, sauna culture has evolved into an experience: Aufguss ceremonies combine scents, temperature changes and steam performances created by sauna masters. Menthol and eucalyptus are popular scents that refresh the respiratory tract and create a cleansing sensation.
United States – the rise of home saunas
Sauna use is growing in popularity in the United States, especially in Minnesota and in wellness centers on the West Coast. The number of home saunas and mobile saunas is increasing, and various sauna products are attracting new users through the refreshing steam experience.
Asia embraces sauna as part of spa culture
South Korea & Japan
Korean jjimjilbang spas and Japanese sentōs have long offered sauna-like experiences, but now authentic steam saunas are also becoming popular. The effects of the sauna experience are attracting customers, especially from a wellness perspective.
Rapid market growth
In Asia, the sauna market is expected to grow by up to 7.2% annually, making it one of the fastest growing regions in the sauna business.
Sauna statistics – interesting figures
- 859.5 M$: Value of the global sauna market in 2023
- $1.27 billion: Projected value by 2030
- 5.9%: Compound Annual Growth Rate (CAGR)
- 32%: Share of sales of sauna products for home use
- 83% of sauna users feel that sauna bathing improves sleep quality
- 28%: Smart sauna solutions from new saunas in Asia
Sauna Menthol brings a new dimension to saunas
Menthol is not just a scent – it is an experience. It invigorates, opens the airways and brings a fresh addition to the modern sauna experience. That is why menthol is increasingly the choice for home saunas, spas and adventure saunas. Combined with traditional sauna scents such as eucalyptus and herbs, menthol offers a powerful and balanced sauna experience.
The future of sauna: a combination of technology, experiences and naturalness
The sauna of the future is not just a warm room – it is a holistic wellness experience. More and more saunas are being equipped with apps, lighting, fragrance devices and smart controls. Sauna Menthol and other natural sauna scents play a central role in this new, sensual sauna experience.
Try menthol in your own sauna
Do you want to experience a more refreshing sauna experience? Sauna Menthol offers a clean, effective and easy-to-use sauna experience for your home. Discover our product and let your sauna breathe new life.