Good vibrations
Latest generation of massage chairs adds new features, widens its appeal
By Joan Gunin -- Furniture Today, May 26, 2008
High Point — Spurred on by aging baby boomers, athletes and a health-conscious, relaxation-oriented population, massage chairs are gaining new floor space at retail — and in American homes.
More consumers are recognizing the benefits of these feature-laden chairs. While still bulky compared to most seating, today's massage chairs have shed their once-primitive image in which the mechanisms often overwhelmed the styling.
Consumers now have a variety of products from which to choose. Offerings range from recliners and home theater seats that are enhanced with therapeutic rolling, kneading or heat therapy devices to full-blown fitness-driven models equipped with the latest massage and heat mechanisms.
And today's modern styles add greater aesthetic appeal, allowing massage chairs to mix in better throughout the home.
At one time, massage chairs mostly were sold through specialist retailers devoted to back health or other niche products, such as Relax the Back, Sharper Image and Brookstone. As demand has grown and price points have dropped, however, other retailers have added massage chairs to their floors, including furniture stores (Art Van), wholesale clubs (Costco) and mass merchants and electronics stores.
In Japan, 15% of households have a shiatsu massage chair, said Nathan Munton, CEO of Cozzia, a China-based supplier.
"This represents a huge market," said Munton. "We feel the category is just now emerging in the United States and Canada, and will be as large within the next five to eight years."
Growth prospects
The massage chair category is one of the few niches in the industry right now that is "seeing strong growth mainly due to continuing consumer interest in overall wellness," he added. "The aging baby boomer population will stimulate this category for the next 15 to 20 years."
Shiatsu or massage, an ancient method of holistic healing and relaxation practiced in Asia for more than 4,000 years, is now common in spas and treatment centers here.
Massage chairs are designed to emulate the same deep pressure — and to provide the same relief — as the energy delivered by acupressure or from fingers stimulating fatigued or pained areas of the body.
The distinctions between various models depends on the number of motors, the type of control wand used and the range of pre-programmed massages, said Randy Bowman, vice president of advertising and retail marketing at Berkline.
The earliest massage chair brands hailed from Japan, and the first models began appearing in the United States in the 1960s.
La-Z-Boy introduced a vibrating chair called the "Tranquilator" in the late 1960s. In the 1990s, it upgraded to the 10-motor powered La-Z-Touch massage recliner, said Penny Eudy, upholstery product manager.
Today, a number of producers offer massage recliners. They include specialists, such as Inada and Human Touch, as well as full-line upholstery sources such as Franklin, Lane, Berkline and La-Z-Boy.
Other massage chair resources include BackSaver, Keyton, KingKong USA, Mac Motion, Panasonic, Sanyo, World Imports and Tranquil Ease/Raffel Comfort Sciences.
Retails start at less than $699 for a fabric version from La-Z-Boy and run up to $15,000 for Inada's top-of-the-line model covered in premium Italian leather.
Changing demographics
The typical massage chair consumer is a male over the age of 35, but that demographic is changing, said Andrew Cohen, president of Human Touch (formerly known as Interactive Health). And women still have a say in most purchasing decisions, whether it's for their mate or — increasingly — for themselves.
"We continue to see a rise in female purchasers," said Cliff Levin, president of Inada USA.
And growing awareness of the health benefits of massage chairs, along with more affordable price points, are now drawing younger consumers to the category, said Cozzia's Munton.
"We market our products to offer as many health benefits (as the competition), but at a cost that is affordable to any consumer," Munton said.
A typical shiatsu chair from Cozzia with foot and calf massage, full-function back massage and digital back scan is priced from $999 to $2,999.
While massage chairs are often considered a luxury item, Human Touch sees the category as playing a key role in maintaining a wellness-oriented lifestyle. As a result, said Cohen, "We strive to offer the widest range of chairs and products at popular price points for everyone — from value to luxury."
Human Touch places an increasing focus on the design of its products at the higher end, Cohen added, because that's where "the consumer becomes more discriminating with style choices.
"We understand our customer's need for a massage chair that delivers an all-encompassing massage and looks good while doing it."
Highlights from the Human Touch collection include the HT-1650, which features a sleek design, pre-set programs and customized therapeutic massage through its patented AcuPoint detection technology. According to the company, AcuPoint scans the entire length of the back, pinpointing "problem areas" to deliver a relaxing, personalized message.
The chair is retail priced at $4,799.
The company's HT-2720 iJoy model, priced at $999, targets a wider segment of the market. In addition to offering a customized massage, the chair also provides a comfortable seat for gamers thanks to its swivel base.
Human Touch's massage chairs are available in leather, leather-match, bonded leather, padded suede and other microfibers, but leather and leather-match are the most popular cover choices, Cohen said.
At Cozzia, "Our traditional massage chairs sell much better in leather at $1,999 and above," Munton said. "Most people who buy these chairs buy them for the health benefit. They are not concerned with the 'feel' of the fabric, but with the function and durability."
Inada's products feature body scanning technology that customizes the massage to the user, Levin said. In addition to Joystick massage controls on its Robostic, its Robo chair model operates via voice command.
La-Z-Boy's massage chairs incorporate traditional massage techniques by applying pressure or vibration along the back to increase comfort and relaxation.
Available options include 6- or 10-motor massage, preset multi-speeds, heat, rocker recliner and power-lift mechanisms.
"The La-Z-Boy AirSpa system features two overlapping air pillows that provide a continuous rolling massage to stimulate the lower back muscles," Eudy said.
Many massage chair resources exhibit at the furniture markets in High Point and Las Vegas.
Human Touch and Inada are among the suppliers that also exhibit at the annual International CES (Consumer Electronics Show) in Las Vegas.
