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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