The Rise of Bidets in American Culture

Before the pandemic, if you mentioned installing a bidet to the average American, they would have probably dismissed the idea immediately.

During the Covid-19 pandemic, the bathroom washer business, once unfamiliar to many in the US, experienced a significant increase in demand. This surge in popularity was driven by shoppers facing toilet paper shortages. While some products or industries that saw a spike in sales during Covid eventually returned to normal levels - like masks, roller skates, pet adoptions, Zoom subscriptions, and Peloton bikes - bidets made a lasting impact and have continued to see growth in sales.

Bidets and other water-based alternatives to toilet paper, such as washlets and "bum guns," are widely used around the world. Advocates of bidets praise them for being more environmentally friendly, hygienic, and gentle on the skin. However, in the United States, many people are hesitant to switch from using traditional toilet paper, like the Charmin Bear. It wasn't until a toilet paper shortage during the pandemic that some Americans began to reconsider this 18th-century invention.

According to James Lin, the founder of bidetking.com, the demand for bidets skyrocketed during the pandemic. Every single bidet sold out on their website, leading to significant growth in their business.

The site experienced a significant shortage in supplies, resulting in the need to use expensive air freight for containers to keep up with demand. Lin mentioned that shipments of products from overseas were selling out before they even arrived at the warehouse.

According to some estimates, the bidet market saw a growth of two to three times in 2020. Tushy, a company known for its trendy bidet seat attachment, reported a revenue of $40 million in 2020, a substantial increase from $8 million in 2019, as stated by founder Miki Agrawal in an interview with CNN.

Americans are still intrigued by the bidet. Bidetking.com reports sales have grown a minimum of 20% each year since the pandemic, with 2023 closer to 30%.

A bidet for every bum

A wide range of bidet options is available for the increasing number of American consumers. For those willing to splurge, luxury choices are abundant to pamper their toilet like royalty. Toto, a Japanese manufacturer of electronic bidet seats, offers a high-end "washlet" priced at up to $1,420 on bidetking.com. This model features a water heating system that warms the toilet seat and the water streams for cleaning, a wireless remote control with various spray settings, and a hands-free dryer. On the other hand, Tushy, known for its playful marketing, offers a popular bidet attachment starting at $99.

Since bidets are not typically purchased annually, much of the industry's growth comes from attracting new customers. Sales often increase through word of mouth, as one satisfied customer introduces the benefits of bidet use to their social circle. This leads to a domino effect, with friends and family members wanting to join the bidet club. As a result, many customers who try bidets tend to stick with this sanitation method rather than switching back.

Some customers are now upgrading from basic washer attachments to electronic models that offer various temperature and pressure settings. According to Lin, the most popular bidet type in the US is a non-electric attachment that sprays cold water, available for less than $50 on platforms like Amazon.

Others have discovered an even more affordable option. Joe from Michigan, who preferred not to disclose his last name, shared that he acquired a bidet attached to a discarded toilet he found on the street. He then bought an adapter hose to install it in his home after thoroughly sanitizing it.

“Gosh, I wish I would have known about it sooner,” Joe told CNN.

A foreign concept from the start

The concept of using water to clean oneself, instead of rough materials like leaves or paper, has been around for centuries.

Originally from France, the bidet was initially used by nobles as a standalone fixture near the chamber pot. Different versions of the bidet can be found in various regions from Europe to the Middle East, East Asia, and even some parts of South America.

During the electronics boom, the Japanese brand Toto changed the game in 1980 with their washlet invention. This device attaches to a toilet seat and uses warm water for cleansing. It quickly became popular in Japan and beyond, finding its way into homes and businesses.

One reason bidets are not commonly used in the US dates back to World War 2. American soldiers saw bidets being used in brothels and upon returning home, they associated bidets with that negative image. Additionally, the post-war construction boom in the US led to plumbing systems being built without bidets. Unlike traditional bidets, Japanese washlets and similar devices can easily connect to existing toilets without the need for separate plumbing.

Bidet of Elisabeth of Bavaria (Carl Knoll Porcelain Factory, Carlsbad), 1887-1890. Found in the collection of the Kammerhofmuseen der Stadt Gmunden.

Bidet of Elisabeth of Bavaria (Carl Knoll Porcelain Factory, Carlsbad), 1887-1890. Found in the collection of the Kammerhofmuseen der Stadt Gmunden.

Bidets can seem unfamiliar to some people. Many new bidet users interviewed by CNN mentioned associating the fixture with countries like Europe or Japan, or with luxurious hotels. For example, Joe and his wife were initially puzzled by the unattached bidet in their bathroom when they lived in Spain.

Agrawal, the founder of Tushy, was inspired to enter the bidet business because it was a familiar practice from her upbringing with an Indian father and Japanese mother.

For many people, using water for cleanliness has been a longstanding tradition rooted in their culture for centuries.

For practicing Muslims, Islamic jurisprudence provides strict guidelines on washing oneself. In many Asian and Middle Eastern countries, people use "bum guns" or jugs resembling watering cans for this purpose.

Eyad Atieh, a resident physician in Illinois, grew up in Jordan where bidets were a common fixture in every household. During his medical training, he discovered the health benefits of bidets, particularly for individuals dealing with hemorrhoids and hernias.

“A big part of our culture is using water to clean, otherwise you can’t pray, you can’t be considered clean Islamically,” Atieh said.

Big Toilet Paper

Many Americans discovered an alternative way to clean themselves during the 2020 toilet paper shortage. Concerns about the environment, such as the impact on trees, paper, and waste, may have also influenced this shift.

For a long time, using toilet paper was seen as a quintessentially American practice. Toilet paper jokes were a common part of bathroom humor, and "TP-ing" was considered a typical teenage experience. The Charmin bear, a beloved industry symbol, has long been a dominant presence in supermarket aisles, adding to the American association with using toilet paper.

"Getting consumers to change their habits with toilet paper means undoing all the brand associations they have," explained Derek Rucker, a marketing professor at Kellogg School of Management in an interview with CNN.

Rucker also mentioned that for the bidet industry to become popular in the US, it would need to be integrated as a social norm, like being included in new home constructions. Many Americans who now use bidets were introduced to them while visiting countries where bidet use is common.

Mikaela Koelzer, who lives in Chicago, went to Japan before the pandemic and was amazed by the different bidet options, even in small restaurants.

During the pandemic, Koelzer found herself with a lot of free time and tried to find small moments of happiness in her day. When there was a shortage of toilet paper, she decided to treat herself to a Tushy bidet.

Koelzer shared that taking care of herself and feeling like she was making positive choices for herself was important. She found comfort in having some control over her well-being, especially when everything else seemed chaotic.

Despite having a basic Tushy bidet, Koelzer mentioned that her parents are considering upgrading to a more advanced model with temperature controls. In addition, two of her friends have also embraced bidet ownership and are proud of it.

Editor's P/S:

The surge in bidet popularity during and after the pandemic highlights a shift in American perceptions and habits regarding personal hygiene. Once considered a foreign concept, bidets have gained traction as a more environmentally friendly, hygienic, and gentle alternative to toilet paper. The pandemic's toilet paper shortage forced many to reconsider their sanitation methods, showcasing the practicality and benefits of bidets. The industry's sustained growth post-pandemic suggests that this newfound appreciation for bidets will endure.

The article also explores the cultural and historical factors that have shaped American attitudes towards bidets. The negative association with brothels during World War II, combined with the post-war construction boom that neglected bidet plumbing, hindered the widespread adoption of bidets in the US. However, the influence of diverse cultures and traditions, particularly from the Middle East and Asia, has played a role in introducing bidets to a broader American audience. As awareness and acceptance grow, bidets are likely to become increasingly integrated into American bathrooms, offering a more sustainable and comfortable way to maintain personal hygiene.