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Home Linens - US - July 2015

"Opportunities exist in the home linens category for brands to emphasize product innovations, such as linens that prevent bed bugs or that improve sleep, as well as focusing on quality in order to attract consumers. Brands can also market toward younger consumers aged 18-44, who are in need of a wider range of products as they are beginning their own households and are more likely to have children living in the home."
- Margie Nanninga, Home and Personal Care Analyst

This report discusses the following key topics:

  • Home linens sales flat following strong post-recession growth
  • Consumers looking for cost savings, consider price when making purchases
  • Replacement is driven by existing items being worn-out

After strong post-recession sales from 2010-13, the home linens market stabilized and 2014-15 sales remained flat. Opportunities exist in this category for brands to emphasize product innovations, such as linens that prevent bed bugs or that improve sleep, as well as focusing on quality in order to attract consumers. Brands can also market toward younger consumers aged 18-44, who are in need of a wider range of products as they are beginning their own households and are more likely to have children living in the home.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Home linens sales flat following strong post-recession growth
            • Figure 1: Total US sales and fan chart forecast of home linens market, at current prices, 2010-20
          • Consumers looking for cost savings, consider price when making purchases
            • Figure 2: Correspondence analysis – Home linens purchase influencers, April 2015
          • Replacement is driven by existing items being worn-out
            • Figure 3: Home linens worn-out replacement drivers – Top three rank, April 2015
          • The opportunities
            • Focus on younger consumers, who are more likely to make purchases
              • Figure 4: Percentage of consumers purchasing home linens in past 12 months, by age, April 2015
            • Consumers willing to pay for functional benefits which may also increase purchase frequency
              • Figure 5: Interest in home linens products – Any, April 2015
            • Technology, improved omnichannel experience can set retailers apart
              • Figure 6: Attitudes toward home linens, April 2015
            • What it means
            • The Market – What You Need to Know

              • Bed and bath linens experience growth, decorative linens struggle
                • Opportunities with bed bugs prevention, challenges with linens replacement
                  • Growth in population of those 18-44, increase in home renovations to boost market
                  • Market Size and Forecast

                    • Historic and projected sales for home linens
                      • Figure 7: Total US sales and fan chart forecast of home linens market, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of home linens market, at current prices, 2010-20
                  • Market Breakdown

                    • Bed and bath linens grow, decorative linens struggle
                      • Figure 9: Total US retail sales of home linens by segment, at current prices in $ billions, 2013 and 2015
                  • Market Perspective

                    • Replacement for linens tied to items being “worn-out”
                      • Bed bugs present opportunities for linens innovations
                        • Prevalence of sleep issues provides opportunities for “sleep better” products
                          • Current home décor trends value simplicity, alternative fabrics
                            • Green trends can help to boost sales of cloth napkins, kitchen towels
                            • Market Factors

                              • Increase in US consumers, especially those aged 18-44, to boost market
                                • Stabilizing birth rates may boost linens purchases
                                  • Growing consumer confidence may encourage increased linens spending
                                    • Post-recession renovations boost market
                                      • Declining home ownership rates slow market
                                        • Cost of cotton can help lower the price of linens
                                        • Key Initiatives – What You Need to Know

                                          • Bed and bath linens experience strong sales, celebrity lines set brands apart
                                            • Consumers seek cost savings with decorative linens
                                              • Mix and match lines, improved technology appeal to consumers
                                              • What’s Working?

                                                • Bedroom and bathroom linens experience strong post-recession growth
                                                  • Celebrity lines continue to set brands apart
                                                    • Functional benefits catch consumers’ attention including bedbug prevention
                                                      • “Sleep better” products improve user experience
                                                      • What’s Struggling?

                                                        • Decorative linens struggle as consumers seek cost savings
                                                        • What’s Next?

                                                          • Technology enhances the in-store shopping experience
                                                            • Online sales will grow, improved omnichannel experience
                                                              • Customized looks from mix and match lines
                                                              • The Consumer – What You Need to Know

                                                                • Younger consumers buy more linens despite smaller home sizes
                                                                  • Celebrity endorsements help set brands apart but quality is key
                                                                    • Replacement driven by fraying, consumers not as concerned about stains
                                                                      • Consumers interested in functional product innovations
                                                                      • Rooms in the Home

                                                                        • House sizes smaller among younger consumers
                                                                          • Figure 10: Bedrooms and bathrooms in home (mean), by age, April 2015
                                                                        • Consumers most likely to splurge on bedroom linens, especially for master
                                                                          • Figure 11: Room types most likely to splurge on – Top three ranking, April 2015
                                                                      • Purchases of Home Linens

                                                                        • Younger consumers, Hispanics more likely to purchase linens
                                                                          • Figure 12: Percentage of consumers purchasing home linens in past 12 months, by age, April 2015
                                                                        • Mean spent on bedding, bath, and linens increases
                                                                          • Figure 13: Amount spent on bedding, bath, and linens in the past 12 months, October 2009-December 2014
                                                                      • Purchase Influencers

                                                                        • Consumers motivated by price but without sacrificing quality
                                                                          • Figure 14: Correspondence analysis – Home linens purchase influencers, April 2015
                                                                        • Celebrity lines succeed, though consumers stress quality over celebrity endorsements
                                                                          • Consumers prefer shopping in-store, online likely to grow
                                                                            • Figure 15: Attitudes toward home linens, April 2015
                                                                        • Replacement Factors

                                                                          • Fraying most common issue for replacement, stains not as important
                                                                            • Figure 16: Home linens worn-out replacement drivers – Top three rank, April 2015
                                                                        • Product Innovations

                                                                          • Consumers willing to pay more for products that improve user experience
                                                                            • Figure 17: Interest in home linens products – Any, April 2015
                                                                          • Interest in linens that protect from bed bugs due to US bed bug issues
                                                                            • Figure 18: Interest in home linens products – CHAID – Tree output, April 2015
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Sales data
                                                                              • Fan chart forecast
                                                                                • Consumer survey data
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                    • Appendix – Market

                                                                                        • Figure 19: Total US sales and forecast of home linens market, at inflation-adjusted prices, 2010-20
                                                                                        • Figure 20: US population by age, 2010-20
                                                                                        • Figure 21: Annual births in the US, 2003-13
                                                                                        • Figure 22: US consumer confidence, May 2014-April 2015
                                                                                        • Figure 23: NAHB Remodeling Market Index (RMI), Q1 2009-Q1 2015
                                                                                        • Figure 24: Homeownership rate by age of householder, 2009-14
                                                                                        • Figure 25: Monthly cotton prices, cents per pound, April 2014-March 2015
                                                                                        • Figure 26: Monthly cotton prices, cents per pound, April 2010-March 2015
                                                                                    • Appendix – Consumer

                                                                                        • Figure 27: Consumers purchasing home linens, November 2008-December 2014
                                                                                        • Figure 28: Mean spent on window coverings, October 2009-December 2014
                                                                                      • Correspondence analysis methodology
                                                                                        • Figure 29: Correspondence analysis of home linens purchase influencers, April 2015
                                                                                      • CHAID analysis methodology
                                                                                        • Figure 30: Interest in home linens products – CHAID – Table output, April 2015

                                                                                    Companies Covered

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                                                                                    Home Linens - US - July 2015

                                                                                    US $3,995.00 (Excl.Tax)