Why More UK Homeowners Are Installing Saunas in 2026
New data has revealed that more and more UK homeowners are investing in their personal wellness by installing home saunas.
A report from bathroom and sauna specialists at Vidalux.co.uk has revealed that the UK sauna market is experiencing rapid growth, with sales increasing 60% between 2024 and 2025.
The trend accelerated into the new year with January sales increasing by 127% compared to this time last year.
Andy Ellis, plumbing engineer and sauna expert from Vidalux.co.uk says the increase in sales comes from more people investing in their health and personal wellness.
| City / Region | Average spend | |
| 1 | Outer Hebrides | £2,109 |
| 2 | Dumfries & Galloway | £2,004 |
| 3 | Isle of Man | £1,914 |
| 4 | St Albans | £1,902 |
| 5 | Lerwick | £1,834 |
| 6 | Kirkwall | £1,718 |
| 7 | Bournemouth | £1,677 |
| 8 | York | £1,658 |
| 9 | Carlisle | £1,656 |
| 10 | South East London | £1,655 |
Average spend on saunas 2024 – January 2026
Source: Vidalux
Belfast accounts for 4% of all sauna sales in the country, followed by Birmingham which is the second-biggest market accounting for 2% of sauna sales.
However when it comes to areas with the highest average spend, the UK’s remote islands are splurging on their saunas, dominating the top five for highest spenders.
Scotland’s Outer Hebrides lead the way with an average spend of £2,109. Also in the top five is The Isle of Man (£1,914) and Lerwick in the Shetlands (£1,382).
In England, the top spender is St Albans with an average spend of £1,902 followed by Bournemouth at £1,677.
The lowest average spenders in England were Carlisle (£1,656) and South East London (£1,655).
This means that despite the larger cities buying more saunas, they’re generally spending less on them overall, which could be down to space available in homes.
Andy said: “Ever since the pandemic we have seen people going out of their way to make their home as comfortable as possible and more people are willing to invest in their personal wellness.
“The numbers don’t lie – the sauna market has really grown over the past couple of years. Our 2026 January sales quickly exceeded that of the previous year which indicates that the demand for saunas is likely to stay strong and consistent.
“There are plenty of studies out there that highlight the physical and mental benefits of saunas which is what makes them a great investment and addition to the home.
“Our data shows that while big cities are buying more saunas, it’s those in the remote islands that are spending more on the quality of them.
“Theres a couple reasons why this could be the case, one being that these areas are often the hub for holiday homes so it makes sense as to why people are investing in luxury saunas for these spaces.
“Another reason could be climate and lifestyle. These islands are colder and so having top quality saunas is probably a long-term wellness investment.”
Past studies have shown that saunas can be linked to improving blood pressure and cardiovascular health.
But those looking to invest in a sauna are being encouraged to do their research on the different kinds available before making their purchase.
Andy said: “There are different kinds of saunas out there and if you’re making a purchase like this, you’ll want to be sure you’re choosing the right one. Ceramic saunas for example are a great budget-friendly option, but they can often distribute heat unevenly and create hot spots rather than covering an area evenly.
“Carbon saunas can offer a more even distribution of heat and its infrared rays penetrate deeper into the skin. The level of heat they omit is generally lower but this also means they’re safer to use for longer periods of time.
“Our most popular sauna sold is our full spectrum range. These types of saunas combine three kinds of infrared lights to give you a much wider range of health benefits including improved skin health, muscle recovery and detoxification. Overall the best sauna for you will be dependent on your needs and budget.”
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