Stay ahead of the curve and future-proof your business with Mintel’s US Home Linens Market Report. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. This report covers home linens, including those for use in the bedroom, bathroom, kitchen, and dining room, and those used for decorative purposes such as curtains and home rugs.Â
Below, we’ve handpicked the key insights analysed in the full report and summarised core topics.Â
Home linens are a household staple, more than half of US adults purchased home linens in the past six months. However, this recent rise in consumer activity will likely slow growth in the coming years, given over half of consumers’ purchases are replacement-driven.
The most important factor for consumers when choosing home linens is price, with 68% of consumers considering it before making a purchase. Home linen brands will be challenged to motivate consumers to trade up and will need to emphasise benefits that equate to higher value, like durability of products, which is important to 55% of consumers.
Roughly one quarter of both gen z and millennials made a home linen purchase in February 2023. Although price and durability are still motivating factors, younger consumers are more likely to look for secondary factors such as sustainability or trending designs. Gen z and millennials are also more likely to purchase home linens to make their home cosier, or to update a space. Focusing on younger demographics that are engaged and willing to spend on their home presents the strongest opportunity for the home linen market.
For the purposes of this report, Mintel has used the following definitions: Top-of-bed linens refers to bedding linens (e.g. bed sheets, pillow cases), comforters/duvets/quilts, weighted blankets, throw blankets, Bathroom linens refers to bath towels, wash cloths, bath mats, Kitchen and dining linen refers to tabletop linens (e.g. placemats, cloth napkins), tablecloths, dish towels.
Excluded from this report are sleep pillows and mattresses, which are covered in our US Pillows and Mattresses Market Report.
To learn how to connect with your audience, purchase our full US Home Linens Market Report 2023. Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.
This report, written by Dorothy Kotscha, a leading health and wellness analyst, delivers in-depth commentary and analysis to highlight current trends in the US home linen market and add expert context to the numbers.
The past few years have prompted consumers to focus on re-examining their home space. For many, the home is an extension of self, and consumers seek home linens that complement their unique personalities. However, consumers expect their home linens to provide health and beauty benefits in addition to being aesthetically pleasing. Home linen brands should lean into these consumer needs by delivering multi-functional, durable, and premium home linens.
Dorothy Kotscha
Health and Wellness Analyst
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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