Opportunities for Exporting and Selling in America: Bidet Sales Surge

Amid the Coronavirus crisis, there's a growing interest in personal hygiene in the United States

Toilet paper shortages in supermarkets have led Americans, for the first time, to consider bidets as a solution

Another favorable factor is the increased attention to environmental concerns and waste reduction: it takes 27,000 trees to support the daily global consumption of toilet paper

Historically, bidets have not gained popularity in America, partly due to a controversial reputation: American soldiers first encountered bidets in brothels during World War II, leading to an association of bidets with "sinful" places rather than homes.

However, bidet sales in the U.S. market have skyrocketed. Some e-commerce sites have even created a discount code titled "USABIDET," offering a 10% discount on each bidet purchased.

American bidet manufacturers are experiencing a favorable moment, with sales increasing up to tenfold compared to a few weeks ago. "This is a new trend that could finally lead to the adoption of bidets in the USA," says Jose Ojavo, CEO of the startup Tushy.

James Lin, owner of the e-commerce site Bidet King, specializing in bidets, confirms the growing interest of American consumers in this "new" accessory. The bidet section of the Wirecutter website was the most read between March 13 and 15.

A similar phenomenon occurred in the mid-1970s when the New York blackout forced people to walk to work, sparking the sneaker trend and creating a new market.

Sectors with the Greatest Potential for Bidet Sales in America

We can categorize bidets into two types: the classic ceramic bidet and the "nozzle" type that integrates into the toilet.

• For the first category, American hotel chains are a natural target. With over 5 million hotel rooms—all WITHOUT bidets—they represent perhaps the richest market segment.
• Next are newly constructed homes that can incorporate bidets into their design without issue.
• Lastly, there's the retrofitting segment concerning existing homes that might face challenges integrating a classic ceramic bidet into the bathroom layout.