Market evolution: Massage apparatus (CN 901910) — 2015–2025

Introduction

This report examines the trade dynamics of the European Union in products classified under customs code 901910, encompassing mechano-therapy appliances, massage apparatus, and psychological aptitude-testing apparatus, over the period from 2015 to 2025. The analysis reveals a market characterized by robust growth, a deepening trade deficit, and a fundamental restructuring of supply chains. EU imports have surged dramatically, significantly outpacing export growth, while the bloc's reliance on external sources has intensified considerably. The period was also marked by notable volatility, driven largely by geopolitical and pandemic-related disruptions.

The Pandemic-Fueled Surge and China's Dominant Role in EU Imports

The most striking trend over the period is the explosive growth in EU imports, which have nearly doubled in value since 2015. This expansion was not linear but was supercharged during the 2020-2021 pandemic years, reflecting a global shift in consumer behaviour towards home wellness and healthcare products.

Explosive Import Growth: EU imports of CN 901910 products grew from €620.5 million in 2015 to €1.224 billion in 2025, an increase of 97.3%. The peak was reached in 2021 at €1.769 billion, underscoring the intense demand during the pandemic.
China as the Central Supplier: China's position as the EU's dominant supplier has strengthened dramatically. Imports from China surged from €403.8 million in 2015 to €1.031 billion in 2025, a 155.3% increase. At its peak in 2021, Chinese imports reached nearly €1.48 billion, highlighting the EU's heavy dependence on a single source.
Erosion of Traditional Partners: While China grew, other major suppliers saw declines. Imports from the United States, the United Kingdom, Canada, and Taiwan all decreased in value between their first and last reported years, indicating a consolidation of the EU's import base. The share of imports from China became overwhelmingly dominant, as reflected in the rising Herfindahl-Hirschman Index (HHI) for import concentration, which increased by 61.1% to 7,239.

A Widening Trade Deficit and Growing Strategic Vulnerability

The combination of surging imports and more modest export growth has fundamentally altered the EU's trade balance and its strategic position in this market, revealing significant vulnerabilities.

Persistent and Deepening Deficit: The EU has run a consistent trade deficit in this product category, which has ballooned over the period. The deficit grew from -€374.3 million in 2015 to -€830.4 million in 2025, a 121.9% deterioration. The negative peak was -€1.34 billion in 2021.
Skyrocketing Import Reliance: This deficit is quantified by the Net Import Reliance metric, which measures the share of domestic consumption met by imports. It soared from a mere 6.3% in 2015 to 68.4% in 2025, meaning the EU's internal market is now overwhelmingly supplied from abroad.
Shift in Production and Export Dynamics: While EU production value for this segment increased by 25% over the period, the more telling Export Propensity metric (value of exports as a % of production value) rose sharply from 84.8% to 149.5%. This suggests that the EU's production base has increasingly focused on serving foreign markets rather than its own, which has been ceded to imports.

Volatility, Shocks, and the Divergent Fortunes of EU Exporters

Beyond the macro trends, the market experienced significant volatility, with distinct patterns emerging for different trade partners and within the EU's own export structure.

High Volatility in Key Export Markets: EU exports demonstrated substantial volatility to certain partners. The Coefficient of Variation (CV) was particularly high for exports to Canada (0.86) and the United States (0.65), indicating large year-to-year swings in trade value. A notable supply shock was detected in EU exports to China in 2023, characterized by a sharp price drop of -32.2%.
Polarisation within EU Member States: The growth story was not uniform across the EU. While Germany remained the largest exporter (€72.9M in 2025), Poland emerged as a major export powerhouse, with export values surging by over 1,045%. In contrast, Croatia's exports collapsed from a 2017 peak of €119.6 million to just €2.2 million in 2025, illustrating starkly divergent national trajectories within the single market.
Product Segment Resilience: The product segment 90191090 (non-electrical apparatus) showed greater stability in EU exports than 90191010 (electrical vibratory-massage). While the latter's export values were more erratic, the former maintained a steadier upward trend, suggesting different market dynamics and competitive pressures for the two subcategories.

Conclusion

The EU market for massage and mechano-therapy apparatus (CN 901910) between 2015 and 2025 has undergone a profound transformation. The period was defined by a massive import-led expansion, which concentrated supply chains around China and left the EU with a significantly enlarged trade deficit and heightened import reliance. This structural shift points to a potential strategic vulnerability. Concurrently, the EU's export sector, while growing, became more specialized in serving external markets, with performance heavily skewed towards a few member states like Poland and Germany. The data paints a picture of a market that is highly integrated into global trade, increasingly dependent on Asian manufacturing, and subject to considerable volatility—a reality that carries implications for economic resilience and industrial policy within the European Union.