Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Bed and Bath Linens - US - January 2012

After experiencing sharp declines in the depths of the recession, the bed and bath linens market has begun to show signs of life. The category stabilized in 2010 and is estimated to have gained ground in 2011. While sales remain far below their pre-recession levels, and consumers remain cautious about all household expenditures, the market is poised to continue on a positive tract over the next few years.

This report features Mintel’s exclusive research on consumer attitudes and behaviors concerning the bed and bath linens category, including reasons for purchase and key purchase criteria. In addition, the report includes:

  • Analysis of sales trends for the overall bed and bath linens market and for each segment
  • A perspective on the impact of spiking prices for cotton and other raw materials
  • A look at the issue of thread count from both an industry and a consumer perspective
  • A recap of new product innovation
  • Insight into how bed and bath linens shoppers are approaching the category in the aftermath of the recession

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Modest growth returns after sharp recession-driven decline
                            • Forecast calls for continued modest growth
                              • Figure 1: Fan chart: Total U.S. sales and expected forecast of bed and bath linens with best and worst cases, 2006-16
                            • Segments follow similar patterns
                                • Figure 2: Total U.S. sales and forecast of bed and bath linens at current prices, by segment, 2006-16
                              • Market factors
                                • Figure 3: University of Michigan’s index of consumer sentiment, January 2006-December 2011
                                • Figure 4: Cotton futures prices, January 2008-November 2011
                              • Retail channels
                                • The consumer
                                  • Figure 5: Incidence of buying bed and bath linens, 2006-11
                                  • Figure 6: Average amount spent on bed and bath linens, 2006-11
                                  • Figure 7: Main reason for bedding purchase, October 2011
                                  • Figure 8: Criteria for selecting sheets and pillowcases, October 2011
                                • What we think
                                • Insights and Opportunities

                                  • Playing into an increasingly item-specific approach to the category
                                    • Motivate to buy just one more item
                                      • Sell one segment at a time
                                        • Offer bite-size benefits
                                          • Down for the (thread) count
                                            • Can kids’ bedding get functional?
                                            • Inspire Insights

                                                • Trend: Hungry Planet
                                                  • Trend: Prove It
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Modest growth returns after sharp recession-driven decline
                                                        • Forecast calls for continued modest growth
                                                          • Figure 9: Total U.S. sales and forecast of bed and bath linens at current prices, 2006-16
                                                          • Figure 10: Total U.S. sales and forecast of bed and bath linens at inflation-adjusted prices, 2006-16
                                                        • Fan chart forecast
                                                            • Figure 11: Fan chart: Total U.S. sales and expected forecast of bed and bath linens with best and worst cases, 2006-16
                                                        • Market Drivers

                                                          • Key points
                                                            • Consumer confidence wavers
                                                              • Figure 12: University of Michigan’s index of consumer sentiment, January 2006-December 2011
                                                            • Household income slips
                                                              • Figure 13: Median household income in inflation-adjusted dollars, 2000-10
                                                            • Housing market remains weak…
                                                              • …but a few positive signs have emerged in 2011
                                                                • Figure 14: New and existing homes sold in the U.S, 2006-10
                                                              • Sales of mattresses and sleep sofas rebound
                                                                • Figure 15: U.S. sales and forecast of mattresses and sleep sofas, at current prices, 2006-2016
                                                              • Commodity price spikes ripple through market
                                                                • Figure 16: Cotton futures prices, January 2008-November 2011
                                                            • Segment Performance

                                                              • Overview
                                                                  • Figure 17: Total U.S. sales and forecast of bed and bath linens at current prices, by segment, 2006-16
                                                                • Bath linens
                                                                  • Key points
                                                                    • Utility of bath towels bolsters segment sales
                                                                      • Figure 18: Total U.S. sales and forecast of bath linens at current prices, 2006-16
                                                                    • Top-of-bed
                                                                      • Key points
                                                                        • Design helps to reverse negative trend
                                                                          • Figure 19: Total U.S. sales and forecast of top-of-bed items at current prices, 2006-16
                                                                        • Utility bedding
                                                                          • Key points
                                                                            • Performance and personalization drive utility bedding sales
                                                                              • Figure 20: Total U.S. sales and forecast of utility bedding items at current prices, 2006-16
                                                                            • Sheets and pillowcases
                                                                              • Key points
                                                                                • Release of pent-up demand pushes segment forward
                                                                                  • Cotton commodity price spike impacts segment
                                                                                    • Figure 21: Total U.S. sales and forecast of sheets and pillowcases at current prices, 2006-16
                                                                                • Leading Suppliers

                                                                                  • Overview
                                                                                    • Springs Global
                                                                                      • Welspun
                                                                                        • WestPoint Home
                                                                                          • Alok Industries
                                                                                            • Figure 22: U.S. bed and bath linens sales of selected companies, 2009 and 2010
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Mass merchants most frequently cited channel for all types of purchases
                                                                                              • Online sales small but growing
                                                                                                • Figure 23: Purchase locations for bed and bath linens, by type of product, October 2011
                                                                                              • Income and occasion determine choice of retailer
                                                                                                • Figure 24: Purchase locations for bed and bath linens, by household income, October 2011
                                                                                              • Mass merchants top sales figures
                                                                                                • Target offers private labels and exclusives, shifts to category-specific merchandising
                                                                                                  • Walmart refocuses on basics
                                                                                                    • Bed Bath & Beyond sets the pace for specialty stores
                                                                                                      • Midpriced Kohl’s outpaces department store competition
                                                                                                        • Figure 25: U.S. sales of bed and bath linens at current prices, by retail channel, 2006-11
                                                                                                    • Innovation and Innovators

                                                                                                      • Bed bug infestations inspire innovations in protection
                                                                                                        • Mattress and pillow protectors seal bed bugs out (or in)
                                                                                                          • Treated bed linens claim to kill bed bugs
                                                                                                            • Products emphasize protection through CPG co-branding
                                                                                                              • Bed bug scare prompts advertising push
                                                                                                                • Figure 26: Bed Bath & Beyond Allergy Luxe with Arm & Hammer TV ad, 2011
                                                                                                              • Functional bedding focuses on sleep comfort
                                                                                                                • Performance bed sheets borrow technology from athletic wear
                                                                                                                  • Bed sheets apply NASA technology to regulate temperature
                                                                                                                    • Pillows combine gel and memory foam
                                                                                                                      • Mattress pads provide custom temperature zones
                                                                                                                      • Marketing Strategies

                                                                                                                        • Overview
                                                                                                                          • Sheex sports marketing for performance product
                                                                                                                            • Figure 27: Sheex Video with testimonials, 2011
                                                                                                                          • Tempur-Pedic features satisfied owners to create halo for product line
                                                                                                                            • Figure 28: Tempur-Pedic TV ad, “ask me,” 2011
                                                                                                                          • Bed Bath & Beyond merchandising based on sense of touch
                                                                                                                            • Source: Mintel
                                                                                                                            • Figure 30: Carpenter “2 Girls, 2 Guys–5.6 Million Microbes” video, 2010
                                                                                                                          • Cause marketing effort by the Company Store reinforces comfort positioning
                                                                                                                          • Purchase Incidence

                                                                                                                            • Key points
                                                                                                                              • Household purchase incidence has declined only slightly in recent years
                                                                                                                                • Figure 31: Purchase of bed and bath linens, 2006-11
                                                                                                                              • Linens far more likely to purchased for self than as a gift
                                                                                                                                • Figure 32: Purchases of bed and bath linens for self or as a gift, October 2011
                                                                                                                              • Younger adults more likely to purchase linens
                                                                                                                                • Figure 33: Purchases of bed and bath linens for self, by age, October 2011
                                                                                                                              • Household income has modest impact on purchase for self
                                                                                                                                • Figure 34: Purchases of bed and bath linens for self, by household income, October 2011
                                                                                                                            • Amount Spent on Bed and Bath Linens

                                                                                                                              • Key points
                                                                                                                                • Average amount spent on linens has fallen between 2008 and 2011
                                                                                                                                  • Figure 35: Average amount spent on bed and bath linens, 2006-11
                                                                                                                                • Amount spent on linens increases with household income
                                                                                                                                  • Figure 36: Average amount spent on bed and bath linens, by household income, April 2010-June 2011
                                                                                                                              • Main Reason for Purchase of Different Types of Bedding

                                                                                                                                • Key points
                                                                                                                                  • Shoppers cite a wide variety of reasons for purchasing new bedding items
                                                                                                                                    • New reasons to buy
                                                                                                                                      • Figure 37: Main reason for bedding purchase, October 2011
                                                                                                                                  • Main Reason for Purchase of Bath Towels

                                                                                                                                    • Key points
                                                                                                                                      • Bath towel purchasers likely to wait until current towels wear out
                                                                                                                                        • Figure 38: Main reason for bath towel purchase, by age, October 2011
                                                                                                                                    • Purchase Criteria for Sheets and Pillowcases

                                                                                                                                      • Key points
                                                                                                                                        • Product features and price far more important than brand or store
                                                                                                                                          • Thread count rises in importance
                                                                                                                                            • Women more attentive to product features
                                                                                                                                              • Figure 39: Criteria for selecting sheets and pillowcases, by gender, October 2011
                                                                                                                                            • Higher income consumers focus on product attributes, price too
                                                                                                                                              • Figure 40: Criteria for selecting sheets and pillowcases, by household income, October 2011
                                                                                                                                          • Purchase Criteria for Blankets

                                                                                                                                            • Key points
                                                                                                                                              • Softness, quality, and warmth most important to blanket purchasers
                                                                                                                                                • Figure 41: Criteria for selecting blankets, by gender, October 2011
                                                                                                                                              • Older blanket purchasers place even greater emphasis on quality and warmth
                                                                                                                                                • Figure 42: Criteria for selecting blankets, by age, October 2011
                                                                                                                                            • Attitudes toward Bed and Bath Linens

                                                                                                                                              • Key points
                                                                                                                                                • Registries and gift cards a choice for many bed and bath linens gift givers
                                                                                                                                                  • Bed and bath retailers among the most popular wedding registries
                                                                                                                                                    • Figure 43: Attitudes toward bed and bath linens, by gender, October 2011
                                                                                                                                                  • Young adults a key target for registries
                                                                                                                                                    • Young consumers more intent on matching bed linens to bedroom décor
                                                                                                                                                      • Figure 44: Attitudes toward bed and bath linens, by age, October 2011
                                                                                                                                                    • Higher-income consumers more likely to give registry items
                                                                                                                                                      • Figure 45: Attitudes toward bed and bath linens, by household income, October 2011
                                                                                                                                                  • Impact of Race/Hispanic Origin

                                                                                                                                                    • Hispanics more likely to purchase most types of bed linens
                                                                                                                                                      • Figure 46: Purchases of bed and bath linens for self, by race/Hispanic origin, October 2011
                                                                                                                                                    • Asians and Hispanics likely to give bed and bath linens as gifts
                                                                                                                                                      • Figure 47: Purchases of bed and bath linens as gifts, by race/Hispanic origin, October 2011
                                                                                                                                                    • Product attributes and price are key for all groups
                                                                                                                                                      • Figure 48: Criteria for selecting sheets and pillowcases, by race/Hispanic origin, October 2011
                                                                                                                                                    • Blacks, Asians, and Hispanics shop a wider variety of stores
                                                                                                                                                      • Figure 49: Purchase locations for bed and bath linens, by race/Hispanic origin, October 2011
                                                                                                                                                  • Cluster Analysis

                                                                                                                                                      • Unengageds
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Price Drivens
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Brand Fans
                                                                                                                                                                        • Demographics
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Value Seekers
                                                                                                                                                                                • Demographics
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Quality Firsts
                                                                                                                                                                                        • Demographics
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Cluster characteristic tables
                                                                                                                                                                                                • Figure 50: Purchases of bed and bath linens for self or as a gift, by consumer clusters, October 2011
                                                                                                                                                                                                • Figure 51: Criteria for selecting blankets, by consumer clusters, October 2011
                                                                                                                                                                                                • Figure 52: Criteria for selecting blankets, by consumer clusters, October 2011
                                                                                                                                                                                                • Figure 53: Main reason for bath towel purchase, by consumer clusters, October 2011
                                                                                                                                                                                                • Figure 54: Purchase locations for bed and bath linens, by consumer clusters, October 2011
                                                                                                                                                                                                • Figure 55: Attitudes toward bed and bath linens, by consumer clusters, October 2011
                                                                                                                                                                                              • Cluster demographic tables
                                                                                                                                                                                                • Figure 56: Consumer clusters, by gender, October 2011
                                                                                                                                                                                                • Figure 57: Consumer clusters, by age, October 2011
                                                                                                                                                                                                • Figure 58: Consumer clusters, by household income, October 2011
                                                                                                                                                                                                • Figure 59: Consumer clusters by race, October 2011
                                                                                                                                                                                                • Figure 60: Consumer clusters, by Hispanic origin, October 2011
                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                • Gender and age
                                                                                                                                                                                                  • Younger men and women more likely to purchase all types
                                                                                                                                                                                                    • Figure 61: Purchases of bed and bath linens for self, by gender and age, October 2011
                                                                                                                                                                                                  • Gift-purchase incidence peaks among young men and middle-aged women
                                                                                                                                                                                                    • Figure 62: Purchases of bed and bath linens as a gift, by gender and age, October 2011
                                                                                                                                                                                                  • Younger men more likely to rely on brand name and store
                                                                                                                                                                                                    • Figure 63: Criteria for selecting sheets and pillowcases, by gender and age, October 2011
                                                                                                                                                                                                  • Young men shop more stores
                                                                                                                                                                                                    • Figure 64: Purchase locations for bed and bath linens, by gender and age, October 2011
                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                    • Purchase incidence
                                                                                                                                                                                                      • Figure 65: Purchases of bed and bath linens for self, by gender, October 2011
                                                                                                                                                                                                      • Figure 66: Purchases of bed and bath linens for self, by marital/relationship status, October 2011
                                                                                                                                                                                                      • Figure 67: Purchases of bed and bath linens as a gift, by gender, October 2011
                                                                                                                                                                                                      • Figure 68: Purchases of bed and bath linens as a gift, by age, October 2011
                                                                                                                                                                                                      • Figure 69: Purchases of bed and bath linens as a gift, by household income, October 2011
                                                                                                                                                                                                    • Average amount spent on bed and bath linens
                                                                                                                                                                                                      • Figure 70: Average amount spent on bed and bath linens, by age, April 2010-June 2011
                                                                                                                                                                                                      • Figure 71: Average amount spent on bed and bath linens, by household size, April 2010-June 2011
                                                                                                                                                                                                    • Main reason for purchase of bath towels
                                                                                                                                                                                                      • Figure 72: Main reason for bath towel purchase, by gender, October 2011
                                                                                                                                                                                                      • Figure 73: Main reason for bath towel purchase, by age, October 2011
                                                                                                                                                                                                    • Purchase criteria for sheets and pillowcases
                                                                                                                                                                                                      • Figure 74: Criteria for selecting sheets and pillowcases, by age, October 2011
                                                                                                                                                                                                    • Purchase locations for bed and bath linens
                                                                                                                                                                                                      • Figure 75: Purchase locations for bed and bath linens, by gender, October 2011
                                                                                                                                                                                                      • Figure 76: Purchase locations for bed and bath linens, by age, October 2011
                                                                                                                                                                                                      • Figure 77: Purchase locations for bed and bath linens, by marital/relationship status, October 2011
                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • Bed Bath & Beyond Inc
                                                                                                                                                                                                    • CHF Industries, Inc.
                                                                                                                                                                                                    • Greenfield Online
                                                                                                                                                                                                    • Hollander Home Fashions Corp.
                                                                                                                                                                                                    • Home Furnishings News (HFN)
                                                                                                                                                                                                    • Home Textiles Today (HTT)
                                                                                                                                                                                                    • QVC
                                                                                                                                                                                                    • Tempur-Pedic International Inc.
                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                    • US Department of Commerce
                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                    • Welspun India Limited
                                                                                                                                                                                                    • WestPoint Home Stores, LLC

                                                                                                                                                                                                    Bed and Bath Linens - US - January 2012

                                                                                                                                                                                                    £3,199.84 (Excl.Tax)