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Bed and Bath Linens - US - January 2013

“The bed and bath linens market was strongly impacted by the recession as consumers cut back on spending in discretionary household categories and traded down to less expensive items. However, the market has since recovered and growth has resumed, as consumers need these items for daily sleeping and bathing activities. The need for replacement and frequent deals/sales on these items are the main purchase drivers for this market. It will be important that market players look for ways to give consumers greater incentives to purchase items with increased frequency in the coming years. Product innovation and increasing the emotional connections consumers have with bed and bath linens may prove ways of accomplishing this.”

– Gabriela Mendieta, Home & Personal Care Analyst

Some questions answered in this report include:

  • Are there ways for bed and bath linen retailers and manufacturers to overcome price being one of the main purchase factors?
  • How can market players increase purchase occasions when replacement is currently the leading reason for purchase?
  • How can retailers enhance the current bed and bath linen shopping experience to drive increased purchase frequency?

 

The U.S. bed and bath linens market was substantially impacted by the onset of the recession, which caused consumers to cut back spending in this household category. Consumers need bed and bath linen items for daily sleeping and bathing activities, however, bed and bath items can be a somewhat discretionary purchase. As a result of the recession, consumers flocked to less-expensive retailers or traded down and selected lower-price items. However, the market began to show signs of recovery in 2011, and Mintel expects that the category will grow steadily into 2017 based on consumers needing these items in their homes, and becoming more willing to spend more money toward these items. In addition, built-up demand due to consumers having put off purchasing some of these items during the recession may also help boost growth.

Replacement is the main driver for purchase, and in order for the market to see accelerated growth, market players may need to explore ways to add certain attributes and benefits to bedding items (such as bedding items that help consumers to fall asleep faster) to encourage consumers to spend more money on items and to encourage purchase frequency beyond the need for replacement. In addition, appealing to consumers’ emotions, such as how bed and bath items function as décor elements and add to the ambiance and home environment may be another way to drive purchase frequency.

This report analyzes U.S. sales performance of the bed and bath linen market in the last five years, the forecast through 2017, and what causes consumers to make purchases in this category along with what factors they take into consideration when deciding what bed and bath linens to buy. Much of this report focuses on retailers and how consumers are shopping in this category. In addition, consumers’ sources of inspiration, attitudes, and usage and storage behaviors for this category are also explored.

This market covers bed and bath linen products that consumers purchase for use in their home. Following is a list of the specific products types that are addressed in this report:

  • Top of bed: comforters, comforter sets/bedding sets, duvet covers, bedspreads/coverlets, quilts
  • Sheets and pillowcases
  • Utility bedding: sleep pillows, blankets, throws, mattress pads
  • Bath linens: towels, bath/throw rugs, tank sets

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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
                          • Figure 1: Total U.S. retail sales and fan chart forecast of bed and bath linens, at current prices, 2007-17
                        • Market factors
                          • Shaky consumer confidence has made price more important to consumers
                            • Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
                          • Commodity prices affect market
                            • Figure 3: Cotton futures prices, December 2011-November 2012
                          • Sleep problems becoming more prevalent among adults
                            • Retail channels
                              • Figure 4: Share of U.S. retail sales of bed and bath linens, by channel, at current prices, 2010 and 2012
                            • The bed and bath linens consumer
                              • Sheets/pillowcases and towels command highest purchase incidence
                                • Figure 5: Purchased bedding, bath, and linens in the last 12 months, April 2011-June 2012
                              • Replacement main reason consumer make purchases this category
                                • Figure 6: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), October 2012
                                • Figure 7: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), October 2012
                              • Mass merchandisers, department stores, and specialty stores most commonly visited
                                • Figure 8: Purchase locations for bed and bath linens, October 2012
                              • Cost is key purchase factor
                                • Figure 9: Factors in purchasing bed and bath linens, October 2012
                              • In-store displays function as main source of selection inspiration for many consumers
                                • Figure 10: Sources of inspiration for selecting bed and bath linens, October 2012
                              • What we think
                              • Insights and Opportunities

                                • Focus on helping consumers to get a good night’s sleep
                                  • Bedding items that help consumers accelerate recovery from sickness
                                  • Issues in the Market

                                      • Are there ways for bed and bath linen retailers and manufacturers to overcome price being one of the main purchase factors?
                                        • How can market players increase purchase occasions when replacement is currently the leading reason for purchase?
                                          • How can retailers enhance the current bed and bath linen shopping experience to drive increased purchase frequency?
                                          • Trend Applications

                                              • Trend: Premiumization and Indulgence
                                                • Trend: Perfecting the Details
                                                  • 2015 Trend: Old Gold
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Bed and bath linen sales expected to grow steadily in the coming years
                                                        • Sales and forecast of bed and bath linens market
                                                          • Figure 11: Total U.S. retail sales and forecast of bed and bath linens market, at current prices, 2007-17
                                                          • Figure 12: Total U.S. retail sales and forecast of bed and bath linens market, at inflation-adjusted prices, 2007-17
                                                        • Fan chart forecast
                                                            • Figure 13: Total U.S. retail sales and fan chart forecast of bed and bath linens, at current prices, 2007-17
                                                        • Market Drivers

                                                          • Key points
                                                            • Shaky consumer confidence leads to more value focused consumers
                                                              • Figure 14: University of Michigan’s index of consumer sentiment (ICS), 2007-12
                                                            • Fluctuations in cotton prices impact the market
                                                              • Figure 15: Cotton futures prices, December 2011-November 2012
                                                            • Sleep problems becoming more prevalent among adults
                                                            • Segment Performance

                                                              • Key points
                                                                • Market evenly divided among segments
                                                                  • Sales of bed and bath linens, by segment
                                                                    • Figure 16: Total U.S. retail sales of bed and bath linens, by segment, at current prices, 2010 and 2012
                                                                • Segment Performance—Bath Linens

                                                                  • Key points
                                                                    • Bath linens have overtaken top-of-bed items as the leading segment
                                                                      • Sales and forecast of bath linens
                                                                        • Figure 17: Total U.S. retail sales and forecast of bath linens, at current prices, 2007-17
                                                                    • Segment Performance—Top-of-Bed Items

                                                                      • Key points
                                                                        • Top-of-bed segment growing steadily
                                                                          • Sales and forecast of top-of-bed items
                                                                            • Figure 18: Total U.S. retail sales and forecast of top-of-bed items, at current prices, 2007-17
                                                                        • Segment Performance—Sheets and Pillowcases

                                                                          • Key points
                                                                            • Though recession caused declines, strong growth expected in the coming years
                                                                              • Sales and forecast of sheets and pillowcases
                                                                                • Figure 19: Total U.S. retail sales and forecast of sheets and pillowcases, at current prices, 2007-17
                                                                            • Segment Performance—Utility Bedding

                                                                              • Key points
                                                                                • Utility bedding segment growing but will become product segment
                                                                                  • Sales and forecast of utility bedding
                                                                                    • Figure 20: Total U.S. retail sales and forecast of utility bedding, at current prices, 2007-17
                                                                                • Retail Channels

                                                                                  • Key points
                                                                                    • Mass merchandisers and club stores command most purchases
                                                                                      • Sales of bed and bath linens, by channel
                                                                                        • Figure 21: U.S. retail sales of bed and bath linens, by channel, 2010 and 2012
                                                                                    • Retail Channels—Supercenters, Warehouse Clubs, and Mass Merchandisers

                                                                                      • Key points
                                                                                        • Majority of sales taking place in supercenters, warehouse club stores, and mass merchandisers
                                                                                          • Supercenter and warehouse club sales of bed and bath linens
                                                                                            • Figure 22: U.S. supercenter and warehouse club sales of bed and bath linens, at current prices, 2007-12
                                                                                        • Retail Channels—Department Stores

                                                                                          • Key points
                                                                                            • Department stores experienced significant decline during the recession but are starting to see growth
                                                                                              • Department store sales of bed and bath linens
                                                                                                • Figure 23: U.S. department store sales of bed and bath linens, at current prices, 2007-12
                                                                                            • Retail Channels—Housewares and Home Furnishing Stores

                                                                                              • Key points
                                                                                                • Housewares/home furnishing stores see slight growth in the last year
                                                                                                  • Housewares and home furnishing store sales of bed and bath linens
                                                                                                    • Figure 24: U.S. housewares and home furnishing stores sales of bed and bath linens, at current prices, 2007-12
                                                                                                • Retail Channels—Other Retail Channels

                                                                                                  • Key points
                                                                                                    • Other retail channel sales of bed and bath linens
                                                                                                      • Figure 25: U.S. sales of bed and bath linens, through other channels, at current prices, 2007-12
                                                                                                  • Leading Suppliers

                                                                                                    • Overview
                                                                                                      • Alok Industries
                                                                                                        • Welspun
                                                                                                          • WestPoint Home
                                                                                                          • Innovations and Innovators

                                                                                                            • Overview
                                                                                                              • Linen sprays refresh linens and enhance experience
                                                                                                                • Pillows with enhanced benefits
                                                                                                                • Marketing Strategies

                                                                                                                  • Overview of the retailing landscape
                                                                                                                    • Retailer analysis: Macy’s
                                                                                                                      • Figure 26: Retailer analysis of Macy’s, 2013
                                                                                                                    • Online initiatives
                                                                                                                      • TV presence
                                                                                                                        • Figure 27: Macy’s television ad, 2012
                                                                                                                      • Retailer analysis: Bed Bath & Beyond
                                                                                                                        • Figure 28: Retailer analysis of Bed Bath & Beyond, 2013
                                                                                                                      • Online initiatives
                                                                                                                        • Print and other
                                                                                                                          • Figure 29: Bed Bath & Beyond coupon, 2012
                                                                                                                        • Retailer analysis: Target
                                                                                                                          • Figure 30: Retailer analysis of Target, 2013
                                                                                                                        • Online initiatives
                                                                                                                          • Figure 31: Target website, 2013
                                                                                                                      • Purchase Incidence of Bed and Bath Linens

                                                                                                                        • Key points
                                                                                                                          • Sheets/pillowcases and towels command highest purchase incidence
                                                                                                                            • Figure 32: Purchased bedding, bath, and linens in the last 12 months, by household income, April 2011-June 2012
                                                                                                                            • Figure 33: Purchased bedding, bath and linens in the last 12 months, by age, April 2011-June 2012
                                                                                                                          • Purchase incidence has decreased only slightly in recent years
                                                                                                                            • Figure 34: Purchased bedding, bath and linens in the last 12 months, April 2007-June 2012
                                                                                                                        • Amount Spent on Bed and Bath Linens

                                                                                                                          • Key points
                                                                                                                            • Average amount fell between 2008 and 2011 in most segments, but increases are now occurring
                                                                                                                              • Figure 35: Amount spent on sheets/pillowcases in the last 12 months, April 2007-June 2012
                                                                                                                              • Figure 36: Amount spent on towels in the last 12 months, April 2007-June 2012
                                                                                                                              • Figure 37: Amount spent on comforters/quilts in the last 12 months, April 2007-June 2012
                                                                                                                              • Figure 38: Amount spent on other blankets in the last 12 months, April 2007-June 2012
                                                                                                                          • Reasons for Purchasing Bed Linens

                                                                                                                            • Key points
                                                                                                                              • Replacement main reason for purchase of bed linens
                                                                                                                                • Figure 39: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by gender, October 2012
                                                                                                                              • Quality upgrades and décor coordination more likely to be drivers for younger consumers
                                                                                                                                • Figure 40: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by age, October 2012
                                                                                                                              • Presence of children may make consumers more active in this category
                                                                                                                                • Figure 41: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by presence of children in household, October 2012
                                                                                                                            • Reasons for Purchasing Bath Linens

                                                                                                                              • Key points
                                                                                                                                • Replacement and spare sets main reasons for purchase of bath linens
                                                                                                                                  • Figure 42: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by gender, October 2012
                                                                                                                                • Younger consumers more likely to want extra sets or to upgrade to better-quality items
                                                                                                                                  • Figure 43: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by age, October 2012
                                                                                                                                • Higher-income looking to replace, have a spare set, or make upgrades in quality
                                                                                                                                  • Figure 44: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by household income, October 2012
                                                                                                                                • Upgrading more significant for those with children in the home
                                                                                                                                  • Figure 45: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by presence of children in household, October 2012
                                                                                                                              • Purchase Locations

                                                                                                                                • Key points
                                                                                                                                  • Mass merchandisers, department stores, and specialty stores leading retailers
                                                                                                                                    • Figure 46: Purchase locations for bed and bath linens, by gender, October 2012
                                                                                                                                  • Younger consumers more likely than older to purchase at mass merchandisers and online
                                                                                                                                    • Figure 47: Purchase locations for bed and bath linens, by age, October 2012
                                                                                                                                  • Retailer choices indicative of household income
                                                                                                                                    • Figure 48: Purchase locations for bed and bath linens, by household income, October 2012
                                                                                                                                • Purchase Factors

                                                                                                                                  • Key points
                                                                                                                                    • Cost main factor in purchasing bed and bath linens
                                                                                                                                      • Figure 49: Factors in purchasing bed and bath linens, by gender, October 2012
                                                                                                                                    • Cost driver for lower-income households; higher-income households more likely to touch/feel items prior to purchase
                                                                                                                                      • Figure 50: Factors in purchasing bed and bath linens, by household income, October 2012
                                                                                                                                  • Sources of Inspiration

                                                                                                                                    • Key points
                                                                                                                                      • In-store displays function as source of inspiration for many
                                                                                                                                        • Figure 51: Sources of inspiration for selecting bed and bath linens, by gender, October 2012
                                                                                                                                      • Older consumer segments most likely to be influenced by in-store displays
                                                                                                                                        • Figure 52: Sources of inspiration for selecting bed and bath linens, by age, October 2012
                                                                                                                                      • Consumers who shop at discount retailers get inspiration from friends/family and home décor magazines
                                                                                                                                        • Figure 53: Sources of inspiration for selecting bed and bath linens, by purchase locations for bed and bath linens (mass merchandisers, dept. stores, specialty stores, discounted retailers, online), October 2012
                                                                                                                                        • Figure 54: Sources of inspiration for selecting bed and bath linens, by purchase locations for bed and bath linens (club stores, dollar stores, premium specialty stores, catalog), October 2012
                                                                                                                                    • Attitudes Toward Bed and Bath Linens

                                                                                                                                      • Key points
                                                                                                                                        • Regular changing of items commands strong agreement
                                                                                                                                          • Figure 55: Attitudes toward bed and bath linens, by gender, October 2012
                                                                                                                                        • Regular changing of items more prominent among older consumers
                                                                                                                                          • Figure 56: Attitudes toward bed and bath linens, by age, October 2012
                                                                                                                                      • Usage and Storage Behaviors

                                                                                                                                        • Key points
                                                                                                                                          • Consumers have multiple sets of bed and bath linens for their home
                                                                                                                                            • Figure 57: Usage and Storage behaviors, by gender, October 2012
                                                                                                                                          • Older consumers more likely to have multiple sets of items
                                                                                                                                            • Figure 58: Usage and Storage behaviors, by age, October 2012
                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                          • Key points
                                                                                                                                            • Hispanics and black consumers more likely to make nonfunctional purchases
                                                                                                                                              • Figure 59: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by race/Hispanic origin, October 2012
                                                                                                                                              • Figure 60: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by race/Hispanic origin, October 2012
                                                                                                                                            • Mass merchandisers main retailer frequented across segments
                                                                                                                                              • Figure 61: Purchase locations, by race/Hispanic origin, October 2012
                                                                                                                                            • Cost main purchase factor across racial and ethnic segments
                                                                                                                                              • Figure 62: Factors in purchasing bed and bath linens, by race/Hispanic origin, October 2012
                                                                                                                                            • Asian/Pacific Islanders more likely than others to draw inspiration from multiple sources
                                                                                                                                              • Figure 63: Sources of inspiration for selecting bed and bath linens, by race/Hispanic origin, October 2012
                                                                                                                                            • Regular changing out of items predominant attitude among racial and ethnic segments
                                                                                                                                              • Figure 64: Attitudes toward bed and bath linens, by race/Hispanic origin, October 2012
                                                                                                                                          • Appendix: Other Useful Consumer Table

                                                                                                                                            • Amount spent on bed and bath linens
                                                                                                                                              • Figure 65: Amount spent on sheets/pillowcases in the last 12 months, by household income, April 2011-June 2012
                                                                                                                                              • Figure 66: Amount spent on towels in the last 12 months, by household income, April 2011-June 2012
                                                                                                                                              • Figure 67: Amount spent on comforters/quilts in the last 12 months, by household income, April 2011-June 2012
                                                                                                                                              • Figure 68: Amount Spent on Other Blankets in the Last 12 Months, by household income, April 2011-June 2012
                                                                                                                                            • Reasons for purchasing bed linens
                                                                                                                                              • Figure 69: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by household income, October 2012
                                                                                                                                              • Figure 70: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by gender and age, October 2012
                                                                                                                                              • Figure 71: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by parents with children and age, October 2012
                                                                                                                                            • Reasons for purchasing bath linens
                                                                                                                                              • Figure 72: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by gender and age, October 2012
                                                                                                                                              • Figure 73: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by parent with children and age, October 2012
                                                                                                                                            • Purchase locations
                                                                                                                                              • Figure 74: Purchase locations, by gender and age, October 2012
                                                                                                                                              • Figure 75: Purchase locations, by presence of children in household, October 2012
                                                                                                                                            • Purchase factors
                                                                                                                                              • Figure 76: Factors in purchasing bed and bath linens, by age, October 2012
                                                                                                                                              • Figure 77: Factors in purchasing bed and bath linens, by gender and age, October 2012
                                                                                                                                              • Figure 78: Factors in purchasing bed and bath linens, by presence of children in household, October 2012
                                                                                                                                              • Figure 79: Factors in purchasing bed and bath linens, by parent with children and age, October 2012
                                                                                                                                              • Figure 80: Factors in purchasing bed and bath linens, by purchase locations for bed and bath linens, October 2012
                                                                                                                                              • Figure 81: Factors in purchasing bed and bath linens, by purchase locations for bed and bath linens, October 2012
                                                                                                                                            • Sources of inspiration
                                                                                                                                              • Figure 82: Sources of inspiration for selecting bed and bath linens, by household income, October 2012
                                                                                                                                              • Figure 83: Sources of inspiration for selecting bed and bath linens, by gender and age, October 2012
                                                                                                                                              • Figure 84: Sources of inspiration for selecting bed and bath linens, by parents with children and age, October 2012
                                                                                                                                            • Attitudes toward bed and bath linens
                                                                                                                                              • Figure 85: Attitudes toward bed and bath linens, October 2012
                                                                                                                                              • Figure 86: Attitudes toward bed and bath linens, by household income, October 2012
                                                                                                                                              • Figure 87: Attitudes toward bed and bath linens, by gender and age, October 2012
                                                                                                                                            • Usage and storage behaviors
                                                                                                                                              • Figure 88: Usage and Storage behaviors, by household income, October 2012
                                                                                                                                              • Figure 89: Usage and storage behaviors, by gender and age, October 2012
                                                                                                                                              • Figure 90: Usage and storage behaviors, by race/Hispanic origin, October 2012
                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                            Companies Covered

                                                                                                                                            • Bed Bath & Beyond Inc
                                                                                                                                            • Home Textiles Today (HTT)
                                                                                                                                            • Macy's, Inc.
                                                                                                                                            • Polo Ralph Lauren Corporation
                                                                                                                                            • Sara Lee Branded Apparel
                                                                                                                                            • Target Corporation
                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                            • Welspun India Limited
                                                                                                                                            • WestPoint Home Stores, LLC

                                                                                                                                            Bed and Bath Linens - US - January 2013

                                                                                                                                            £3,277.28 (Excl.Tax)