The TOTO Washlet, a high-tech bidet toilet seat renowned for its innovative warm-water cleansing system, is making significant strides in the United States. Despite a modest 3% penetration rate, TOTO’s sales have surged, particularly since the COVID-19 pandemic, positioning the brand for substantial growth in a market with untapped potential. With American homes averaging three to four toilets per household—compared to one to two in Japan—the opportunity for expansion is immense. This blog post explores TOTO’s journey in the U.S., the factors driving its success, and what lies ahead for this revolutionary bathroom fixture.
A Breakthrough After 30 Years of Persistence
TOTO entered the U.S. market in 1989, introducing the Washlet as a luxury toilet seat with bidet functionality. However, initial reception was lukewarm due to low brand recognition and cultural resistance. Unlike Japan, where over 80% of households use bidet toilets, the U.S. market was hesitant to embrace this unfamiliar technology. Early efforts to promote the Washlet faced challenges, including complaints from upscale shopping malls that deemed toilet showrooms incompatible with their image and rejections of advertising campaigns in high-profile locations like Times Square for being “inappropriate.” TOTO also endured years of financial losses, with internal skepticism about the viability of its U.S. operations.
The tide turned during the COVID-19 pandemic. Toilet paper shortages in 2020 sparked a surge in demand for Washlets, which offer a hygienic, paper-free cleansing solution. Sales skyrocketed, increasing 1.8 times from the previous year, with a remarkable 26% year-on-year growth in 2024 and a 48% rise in the first quarter of 2025. Taro Muroi, President of TOTO USA, describes this as a “golden period,” noting that after 30 years of perseverance, the Washlet is finally entering a phase of widespread adoption.
Why the Washlet is Gaining Traction
Several factors have fueled the Washlet’s rising popularity in the U.S.:
Cultural Shift Toward Hygiene
The pandemic heightened awareness of personal hygiene, making the Washlet’s warm-water cleansing system an attractive alternative to toilet paper. Users like Mark Frank from Ohio, who installed three Washlets in his home, praise its family-friendly functionality, while Ashley from Texas compares its transformative experience to using an iPhone.
Expanded Sales Channels
TOTO’s strategic partnerships with major retailers like Amazon and Costco, established before the pandemic, made Washlets widely accessible. Consumers could easily purchase units online or in stores, capitalizing on growing awareness.
Social Media Buzz
In 2022, rapper Drake gifted a Washlet to a friend, sparking viral attention on social media and coverage in mainstream media. Additionally, DIY enthusiasts sharing installation tutorials online have demystified the setup process, encouraging adoption.
Superior Features
The Washlet combines advanced technologies like EWATER+ for self-cleaning wands, PREMIST to prevent waste adhesion, and adjustable heated seats for comfort. These features, coupled with eco-friendly designs that reduce toilet paper use by up to 75%, resonate with environmentally conscious consumers.
Massive Growth Potential in the U.S. Market
With only a 3% penetration rate, the U.S. represents a vast opportunity for TOTO. Experts suggest that once a product’s adoption rate exceeds 16%, growth accelerates rapidly—a phenomenon TOTO witnessed in Japan during the 1980s. The U.S. market is particularly promising due to the high number of toilets per household, offering multiple installation opportunities per home. TOTO aims to capitalize on this by expanding its showroom network to approximately 300 locations across 63 major cities and establishing a robust after-sales service system that guarantees repairs within three days. These initiatives, set to be completed by 2026, are already ahead of schedule.
To support this growth, TOTO opened a $224 million manufacturing facility in Morrow, Georgia, in November 2024, boosting production capacity by 150% with advanced robotics and sustainable systems. The company is also considering local production of Washlets, currently imported from Asia, to reduce costs and mitigate potential tariff impacts by 2030.
Challenges and Competition
Despite its success, TOTO faces challenges in the U.S. market. High-end Washlet models, priced above $1,000, compete with lower-cost alternatives from local manufacturers, especially as inflation drives price sensitivity among consumers. Potential tariffs, such as those proposed under a Trump administration, could further complicate pricing strategies, as TOTO currently relies on imports from Thailand and Malaysia. To counter these challenges, TOTO is emphasizing its superior quality, innovative features, and comprehensive after-sales support to differentiate itself from competitors.
The Future of Washlets in the U.S.
TOTO’s ambitious goal is to achieve consolidated global sales of 1 trillion yen (approximately $6.8 billion) by 2030, with the U.S. market playing a pivotal role. The company’s investment in manufacturing, showrooms, and service networks underscores its commitment to capturing the growing demand for smart bathroom solutions. As consumer preferences shift toward sustainability and luxury, the Washlet’s blend of hygiene, comfort, and eco-friendliness positions it as a game-changer in American bathrooms.
Frequently Asked Questions
1. What makes the TOTO Washlet different from other bidet seats?
The TOTO Washlet stands out due to its advanced technologies, such as EWATER+ for self-cleaning, PREMIST to prevent waste buildup, and adjustable heated seats. Its seamless integration with TOTO toilets (Washlet+ models) and eco-friendly features, like reduced toilet paper usage, set it apart from competitors.
2. Is installing a TOTO Washlet difficult?
No, installing a Washlet is straightforward and typically takes less than an hour for most homeowners. It requires a standard water supply and a nearby GFCI electrical outlet. TOTO provides clear instructions, and many users share DIY installation videos online. Professional installation is recommended for complex setups.
3. How does the Washlet benefit the environment?
The Washlet reduces toilet paper usage by up to 75%, helping conserve millions of trees annually. Its energy-efficient features, like tankless water heating in models like the Washlet S5, further minimize environmental impact.
4. Are Washlets suitable for all U.S. toilets?
TOTO Washlets are designed to fit most standard North American toilets, available in round and elongated styles. Washlet+ models offer a seamless look with compatible TOTO toilets, but regular Washlets can replace existing toilet seats on most brands.
Conclusion
The TOTO Washlet is redefining bathroom hygiene and comfort in the U.S., capitalizing on a low 3% penetration rate and vast market potential. With strategic expansions, innovative technology, and growing consumer interest, TOTO is poised to replicate its Japanese success. As Americans embrace smarter, greener bathroom solutions, the Washlet is set to become a household staple, transforming daily routines one bathroom at a time.
