The Evolving Smart Toilet Industry: New Innovations, Brand Strategies, and Market Shifts

The global smart toilet market is undergoing rapid evolution, driven by advancing technology, changing consumer preferences, and a growing focus on hygiene and sustainability. As more households and commercial spaces embrace intelligent bathroom solutions, key brands like TOTO and emerging players are competing to deliver cutting-edge products, while smart toilet manufacturers play a critical role in turning concepts into market-ready innovations. This article explores the latest trends shaping the industry, highlights standout brands, and examines the challenges and opportunities for manufacturers.​
TOTO: Setting the Bar for Smart Toilet Excellence​
For decades, TOTO has been a trailblazer in the smart toilet sector, combining functionality, durability, and eco-friendliness in its products. With a global presence and annual revenue surpassing $5 billion, the brand continues to push boundaries with new technologies that redefine the user experience.​
One of TOTO’s recent breakthroughs is the integration of AI-driven health monitoring into its residential smart toilets. Select models now feature sensors that can track key health metrics, such as body temperature, blood pressure, and even hydration levels, providing users with real-time data via a connected mobile app. This innovation caters to the rising demand for at-home health solutions, allowing individuals to monitor their well-being conveniently. For example, the TOTO Neorest NX2, a top-of-the-line smart toilet, includes a built-in health dashboard that syncs with smartphones, making it easier for users to share data with healthcare providers.​
In the commercial sector, TOTO is expanding its IoT-enabled restroom solutions through partnerships with facility management companies. Its ecopower® line, which includes smart flush valves and faucets, now incorporates predictive maintenance technology. Using machine learning algorithms, these products can detect potential issues—such as leakages or sensor malfunctions—before they escalate, reducing downtime and maintenance costs for businesses. This technology has been widely adopted in airports, shopping malls, and office buildings across North America and Europe, solidifying TOTO’s position as a leader in commercial smart restroom solutions.​
TOTO also remains committed to sustainability. Many of its smart toilets, including the G5Lite model, use the brand’s signature 360° swirling flush technology, which reduces water consumption by up to 30% compared to traditional toilets. This aligns with global efforts to conserve water resources and makes TOTO’s products appealing to environmentally conscious consumers and businesses.​
Competing for Market Share: Other Leading Smart Toilet Brands​
While TOTO leads the pack, several other brands are making waves in the smart toilet market, each with unique selling points and innovative features.​
Kohler: Merging Luxury and Technology​
Kohler, a well-known name in the plumbing industry, has carved a niche for itself in the smart toilet segment by focusing on luxury and user-centric design. The brand’s Numi 2.0 smart toilet is a prime example, featuring a sleek, modern aesthetic and a range of high-end functions. It includes a built-in touchscreen display, ambient lighting, and a heated seat with adjustable temperature settings. Additionally, the Numi 2.0 supports voice control via Amazon Alexa and Google Assistant, allowing users to operate the toilet hands-free— a feature that has gained popularity among tech-savvy consumers.​
Kohler has also invested in sustainability, with the Numi 2.0 using a dual-flush system that uses just 0.8 gallons of water per flush for liquid waste and 1.28 gallons for solid waste, meeting strict water efficiency standards. The brand’s focus on luxury and sustainability has helped it gain a foothold in premium markets, particularly in North America and Europe.​
Nine  (JOMOO): Dominating the Asian Market with Innovation​
Nine  continues to be a dominant force in the Asian smart toilet market, thanks to its relentless focus on technological innovation and affordability. The brand recently launched its latest smart toilet model, the M9 Pro, which incorporates several industry-first features. One of the most notable is the “Air Purification Flush” technology, which uses a built-in air filter to trap odors and bacteria during flushing, ensuring the bathroom remains fresh and hygienic.​
The M9 Pro also includes a “Smart Health Check” function, similar to TOTO’s health monitoring features, but at a more affordable price point. This makes it accessible to a wider range of consumers in China and other Asian countries, where health-consciousness is on the rise. Nine 牧’s commitment to innovation is backed by its robust R&D system, which invests over 10% of annual sales in developing new technologies. To date, the brand has accumulated over 20,000 patents, solidifying its position as a leader in smart toilet innovation.​
R&T (Ruitai'er): Prioritizing Hygiene and Safety​
R&T has made a name for itself by focusing on hygiene and safety, two key concerns for consumers when it comes to smart toilets. The brand’s latest model, the UX90, features a “Triple Sterilization System” that uses UV light, electrolyzed water, and silver ions to eliminate 99.9% of bacteria on the toilet seat and spray rod. This technology is particularly appealing to families with young children and individuals with sensitive skin.​
In addition to hygiene, R&T places a strong emphasis on safety. The UX90 includes a “Leakage Protection” feature that automatically shuts off the power if a water leak is detected, preventing electrical hazards. The brand’s commitment to safety has earned it several certifications, including the CE mark and China’s 3C certification, making its products popular in both domestic and international markets.​
The Role of Smart Toilet Manufacturers: Turning Innovation into Reality​
Smart toilet manufacturers are the backbone of the industry, responsible for translating brand concepts into high-quality, reliable products. Their role extends beyond production; they also play a key role in ensuring products meet global standards, adapting to market demands, and driving technological advancements.​
Meeting Global Standards and Certifications​
With the introduction of stricter regulations, such as China’s 3C certification for smart toilets (which took effect in July 2025) and the EU’s Ecodesign Directive, manufacturers must ensure their products meet rigorous safety, energy efficiency, and environmental standards. This requires investing in advanced testing equipment and implementing strict quality control processes. For example, many manufacturers now conduct extensive testing on components like sensors, heating elements, and electrical systems to ensure they are safe and durable.​
Manufacturers also work closely with brands to obtain international certifications, such as the WaterSense label in the United States and the WELS label in Australia, which verify water efficiency. This not only helps brands enter new markets but also builds consumer trust in their products.​
Adapting to Market Demands​
Manufacturers must be agile to keep up with changing consumer preferences and market trends. For instance, in recent years, there has been a growing demand for smart toilets with compact designs, particularly in urban areas where living spaces are small. Manufacturers have responded by developing slim, space-saving models that do not compromise on functionality.​
Another trend is the rise of “affordable smart toilets,” which offer basic smart features—such as heated seats and bidet functions—at a lower price point. Manufacturers have adjusted their production processes to reduce costs, using more cost-effective materials and streamlining assembly lines, making smart toilets accessible to a wider audience.​
Driving Technological Advancements​
Manufacturers are also investing in research and development to drive technological advancements in the industry. Many have established in-house R&D centers to develop new technologies, such as AI-driven sensors, energy-efficient heating systems, and eco-friendly materials. For example, some manufacturers are exploring the use of recycled plastic in toilet seats, reducing the environmental impact of production.​
Additionally, manufacturers are collaborating with tech companies to integrate new features into smart toilets. For instance, partnerships with AI firms have led to the development of voice-controlled toilets, while collaborations with health tech companies have enabled the integration of health monitoring sensors. These partnerships are helping to push the boundaries of what smart toilets can do, opening up new opportunities for the industry.​
Conclusion: A Bright Future for the Smart Toilet Industry​
The smart toilet industry is poised for continued growth, driven by technological innovation, changing consumer preferences, and a focus on sustainability and hygiene. Brands like TOTO, Kohler, Nine 牧，and R&T are leading the way with innovative products, while smart toilet manufacturers are ensuring these products are safe, reliable, and accessible to consumers worldwide.​
As technology continues to advance, we can expect to see even more exciting developments in the industry, such as smart toilets that integrate with smart home systems, advanced health monitoring features, and even more eco-friendly designs. For smart toilet manufacturers, this presents both challenges and opportunities—they must continue to adapt to changing market demands and invest in R&D to stay ahead of the competition. With the right strategies, the future of the smart toilet industry looks brighter than ever.​