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 - March 2009

The bed and bath linen market is coming down from a multi-year run-up in sales. The outlook is bleak as the housing crisis continues and consumers cut spending on discretionary items. Both suppliers and retailers struggle to stay afloat. In this report, Mintel takes a closer look at the state of affairs and how consumer buying habits have changed.

Analysis and insights offered include:

  • How the recession impacts sales directly and indirectly
  • Which segments are likely to perform better
  • How suppliers are dealing with loss of sales
  • Which retail channels are losing out in the recession
  • Why brand is of little importance
  • How much has price sensitivity increased
  • How substantial is the linens-as-gift market

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
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Sales of bed and bath linens coming down from 2006 peak
                      • Recession has numerous impacts on discretionary category
                        • Suppliers focus on cost cutting to avoid bankruptcy
                          • Consumers find value at mass merchandisers but not specialty stores
                            • Brand carries little importance
                              • Replacement purchases should be more resilient during downturn
                                • Price more important than ever
                                  • Larger households more attentive to linens
                                  • Insights and Opportunities

                                    • Value-oriented marketing key to avoiding commoditization
                                      • Gift givers may also pay premium
                                      • Inspire Insights

                                          • Sensory Sheets
                                            • What’s it all about?
                                            • Market Size and Forecast

                                              • Market size
                                                • Figure 1: Total U.S. retail sales of bed and bath linens, at current prices, 2003-13
                                                • Figure 2: Total U.S. retail sales of bed and bath linens, at inflation-adjusted prices*, 2003-13
                                            • Segment Performance

                                              • Introduction
                                                  • Figure 3: U.S. retail sales of bed and bath linens, by segment, 2006 and 2007
                                                • Top of bed
                                                  • Bath
                                                    • Sheets and pillowcases
                                                      • Utility bedding
                                                      • Market Drivers

                                                        • Recession reduces discretionary spending and increases price-sensitivity
                                                            • Figure 4: Factors considered when buying sheets or pillowcases, 2006 and 2008
                                                          • Remodeling and new bed purchases also suffer
                                                            • Blankets benefit from cold weather
                                                              • Older consumers will grow in importance despite lower purchase rate
                                                              • Leading Suppliers

                                                                • Biggest suppliers focus on cost cutting as sales plummet
                                                                  • Bankruptcies impact certain suppliers
                                                                    • Figure 5: Home textile sales at top 10 U.S. suppliers, 2007 and 2008
                                                                • Retail Channels

                                                                  • Linens ‘n Things bankruptcy reflects specialty store weakness
                                                                      • Figure 6: Where bed and bath linens are purchased, 2006 and 2008
                                                                    • Mass merchandisers see consumers trading down
                                                                      • Department stores maintain share
                                                                        • Direct to consumer has potential to expand during recession
                                                                          • Figure 7: Home textile sales at top 10 retailers, 2006 and 2007
                                                                      • Brand Qualities

                                                                        • Licensing established brands as extensions to the home market
                                                                          • Springs Global relaunches Springmaid brand
                                                                          • Innovation and Innovators

                                                                            • Eco-friendly fabrics
                                                                              • Bedding that makes the wrinkles go away
                                                                                • Chemical treatment increases time between laundering
                                                                                • Advertising and Promotion

                                                                                  • Overview
                                                                                    • Figure 8: Media expenditures of bed, bath and linen specialty retailers, 2006 and 2007
                                                                                  • IKEA
                                                                                    • Anna’s Linens
                                                                                    • Purchase

                                                                                      • Purchase of bed and bath down from two years ago
                                                                                        • Figure 9: Purchase of bed and bath linens, 2004-08
                                                                                      • Purchase rates steady under age of 55 and above $75K
                                                                                        • Figure 10: Purchase of bed and bath linens, by HH income, April 2007-June 2008
                                                                                        • Figure 11: Purchase of bed and bath linens, by age, April 2007-June 2008
                                                                                      • Purchase is more likely in large family households
                                                                                        • Figure 12: Purchase of bed and bath linens, by size of household, April 2007-June 2008
                                                                                    • Amount Spent

                                                                                      • Average amount spent on bedding jumps with household income
                                                                                        • Figure 13: Average amount spent on bed and bath linens, by HH income, April 2007-June 2008
                                                                                      • Larger households spend more because they buy more products
                                                                                        • Figure 14: Average amount spent on bed and bath linens, by size of household, April 2007-June 2008
                                                                                    • Motivations for Purchase

                                                                                      • Replacement is stronger motivation in economic downturn
                                                                                        • Figure 15: Why bedding items are purchased, 2006 and 2008
                                                                                      • Sales of towels, sheets, and pillowcases may be most resilient in recession
                                                                                        • Figure 16: Why bedding items are purchased, December 2008
                                                                                        • Figure 17: Why towels are purchased, December 2008
                                                                                      • Older consumers more likely to make replacement purchases
                                                                                        • Figure 18: Why sheets or pillowcases are purchased, by age, December 2008
                                                                                        • Figure 19: Why duvet covers or bedspreads are purchased, by age, December 2008
                                                                                        • Figure 20: Why towels are purchased, by age, December 2008
                                                                                      • Highest-earning respondents most likely to purchase to match décor
                                                                                        • Figure 21: Why sheets or pillowcases are purchased, by HH income, December 2008
                                                                                        • Figure 22: Why towels are purchased, by HH income, December 2008
                                                                                    • Sheets and Pillowcases

                                                                                      • Egyptian cotton positioned at premium for higher earners
                                                                                        • Figure 23: Types of sheets or pillowcases used, by HH income, December 2008
                                                                                      • Younger respondents more likely to try silk, satin
                                                                                        • Figure 24: Types of sheets or pillowcases used, by age, December 2008
                                                                                    • Blankets

                                                                                      • Down comforters more popular among under-35s
                                                                                        • Figure 25: Types of blankets used, by age, December 2008
                                                                                      • Respondents with children use more blankets
                                                                                        • Figure 26: Types of blankets used, by presence of children, December 2008
                                                                                    • Considered Purchase Factors

                                                                                      • Price is the key factor in all categories, brand and retailer matter least
                                                                                        • Figure 27: Factors considered when buying sheets or pillowcases, December 2008
                                                                                        • Figure 28: Factors considered when buying blankets, December 2008
                                                                                        • Figure 29: Factors considered when buying towels, December 2008
                                                                                      • Male respondents slightly more influenced by brand
                                                                                        • Figure 30: Factors considered when buying sheets or pillowcases, by gender, December 2008
                                                                                      • Fabric more important than price for high earners
                                                                                        • Figure 31: Factors considered when buying sheets or pillowcases, by HH income, December 2008
                                                                                      • Brand and retailer more important to 25-34 year olds
                                                                                        • Figure 32: Factors considered when buying sheets or pillowcases, by age, December 2008
                                                                                    • Distribution Channels

                                                                                      • Mass merchandisers most popular channel but buyers turn elsewhere for greater selection
                                                                                        • Figure 33: Where bed and bath linens are purchased, December 2008
                                                                                      • Retail channels characterized by price points
                                                                                        • Figure 34: Where sheets or pillowcases are purchased, by HH income, December 2008
                                                                                      • Mass merchandisers hold greater share of under-45s
                                                                                        • Figure 35: Where sheets or pillowcases are purchased, by age, December 2008
                                                                                      • Mass merchandisers more family-oriented
                                                                                        • Figure 36: Where sheets or pillowcases are purchased, by presence of children, December 2008
                                                                                    • Bed and Bath Linens as a Gift

                                                                                      • Women only slightly more likely to buy as a gift
                                                                                        • Figure 37: Bed, bath and linens purchased as a gift, by gender, December 2008
                                                                                      • Linens as gifts most common among young adults aged 25-34
                                                                                        • Figure 38: Bed, bath and linens purchased as a gift, by age, December 2008
                                                                                      • Family-oriented consumers more likely to give linen as a gift
                                                                                        • Figure 39: Bed, bath and linens purchased as a gift, by presence of children, December 2008
                                                                                    • Attitudes

                                                                                      • Complaints and use of gift cards have not changed in last two years
                                                                                        • Figure 40: Attitudes toward bed and bath linens, 2006 and 2008
                                                                                      • Under-35s are most difficult to please
                                                                                        • Figure 41: Attitudes toward bed and bath linens, by age, December 2008
                                                                                      • Family-oriented consumers more attentive to linens
                                                                                        • Figure 42: Attitudes toward bed and bath linens, by presence of children, December 2008
                                                                                    • Race/Hispanic origin

                                                                                      • Hispanics more likely to upgrade
                                                                                        • Figure 43: Why sheets and pillowcases are purchased, by race/Hispanic origin, December 2008
                                                                                      • Price is primary consideration for all racial/ethnic groups
                                                                                        • Figure 44: Factors considered when buying sheets or pillowcases, by age and race/Hispanic origin, December 2008
                                                                                      • Income correlations determine retail channel preferences
                                                                                        • Figure 45: Where sheets or pillowcases are purchased, by race/Hispanic origin, December 2008
                                                                                    • Custom Consumer Groups

                                                                                      • Gender and presence of children
                                                                                        • Figure 46: Why sheets or pillowcases are purchased, by marital status and presence of children, December 2008
                                                                                        • Figure 47: Where sheets or pillowcases are purchased, by marital status and presence of children, December 2008
                                                                                      • Marital status and presence of children
                                                                                          • Figure 48: Factors considered when buying sheets or pillowcases, by marital status and presence of children, December 2008
                                                                                          • Figure 49: Where sheets or pillowcases are purchased, by marital status and presence of children, December 2008
                                                                                      • Cluster Analysis

                                                                                          • Valuers
                                                                                            • Who they are
                                                                                              • Opportunity
                                                                                                • Pricers
                                                                                                  • Who they are
                                                                                                    • Opportunity
                                                                                                      • Qualifiers
                                                                                                        • Who they are
                                                                                                          • Opportunity
                                                                                                            • Cluster characteristics
                                                                                                              • Figure 50: Bed and bath linen clusters, December 2008
                                                                                                              • Figure 51: Bedding purchased for self, by bed and bath linen clusters, December 2008
                                                                                                              • Figure 52: Bedding purchased as a gift, by bed and bath linen clusters, December 2008
                                                                                                              • Figure 53: Importance of product attribute concerning sheets or pillowcases, by bed and bath linen clusters, December 2008
                                                                                                              • Figure 54: Preferred type of sheet/pillowcase fabric, by bed and bath linen clusters, December 2008
                                                                                                              • Figure 55: Importance of blanket product attributes, by bed and bath linen clusters, December 2008
                                                                                                              • Figure 56: Type of blanket preferred, by bed and bath linen clusters, December 2008
                                                                                                              • Figure 57: Preferred attributes when choosing towels, by bed and bath linen clusters, December 2008
                                                                                                            • Cluster demographics
                                                                                                              • Figure 58: Bed and bath linen clusters, by gender, December 2008
                                                                                                              • Figure 59: Bed and bath linen clusters, by age, December 2008
                                                                                                              • Figure 60: Bed and bath linen clusters, by HH income, December 2008
                                                                                                              • Figure 61: Bed and bath linen clusters, by race, December 2008
                                                                                                              • Figure 62: Bed and bath linen clusters, by Hispanic origin, December 2008
                                                                                                            • Cluster methodology
                                                                                                            • Other Useful Consumer Tables

                                                                                                              • Sheets and pillowcases
                                                                                                                • Figure 63: Types of sheets or pillowcases used, by gender, December 2008
                                                                                                              • Blankets
                                                                                                                • Figure 64: Types of blankets used, by gender, December 2008
                                                                                                                • Figure 65: Types of blankets used, by HH income, December 2008
                                                                                                              • Factors considered in purchasing blankets
                                                                                                                • Figure 66: Factors considered when buying blankets, by gender, December 2008
                                                                                                                • Figure 67: Factors considered when buying blankets, by HH income, December 2008
                                                                                                                • Figure 68: Factors considered when buying blankets, by age, December 2008
                                                                                                              • Factors considered in purchasing towels
                                                                                                                • Figure 69: Factors considered when buying towels, by gender, December 2008
                                                                                                                • Figure 70: Factors considered when buying towels, by HH income, December 2008
                                                                                                                • Figure 71: Factors considered when buying towels, by age, December 2008
                                                                                                              • Motivations for purchase
                                                                                                                • Figure 72: Why sheets or pillowcases are purchased, by gender, December 2008
                                                                                                                • Figure 73: Why towels are purchased, by gender, December 2008
                                                                                                                • Figure 74: Why towels are purchased, by presence of children, December 2008
                                                                                                              • Attitudes
                                                                                                                • Figure 75: Attitudes toward bed and bath linens, by HH income, December 2008
                                                                                                            • Appendix: Trade Associations

                                                                                                              Companies Covered

                                                                                                              • American Textile Manufacturers Institute (ATMI)
                                                                                                              • CHF Industries, Inc.
                                                                                                              • Cotton Incorporated
                                                                                                              • Divatex Home Fashions, Inc
                                                                                                              • Dresdner Bank AG
                                                                                                              • Experian
                                                                                                              • Franco Manufacturing Company, Inc.
                                                                                                              • Greenfield Online
                                                                                                              • Home Furnishings News (HFN)
                                                                                                              • IKEA USA
                                                                                                              • J C Penney Company, Inc
                                                                                                              • Kmart Corporation
                                                                                                              • Kohl's Corporation
                                                                                                              • Laura Ashley Group
                                                                                                              • Macy's, Inc.
                                                                                                              • Mervyn's
                                                                                                              • Organic Trade Association
                                                                                                              • Pacific Coast Feather Co.
                                                                                                              • Sleep Innovations Inc
                                                                                                              • Springs Global US, Inc.
                                                                                                              • Supima Association of America
                                                                                                              • The Textile Institute
                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                              • US Department of Commerce
                                                                                                              • Walmart Stores (USA)
                                                                                                              • WestPoint Home Stores, LLC
                                                                                                              • Williams-Sonoma, Inc

                                                                                                              Bed and Bath Linens - US - March 2009

                                                                                                              £3,277.28 (Excl.Tax)