US Home Linens Market Report 2023
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“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…

US Home Linens Market Report 2023

£ 3,695 (Excl.Tax)


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. 

Below, we’ve handpicked the key insights analysed in the full report and summarised core topics. 

Topics analysed in this report

  • The types of home linens that consumers own, and what types of home linens consumers are most interested in.
  • How recently consumers made their last home linen purchase and the reasons that consumers are purchasing home linens.
  • Where consumers prefer to purchase home linens and what factors go into their home linen decisions.
  • How consumers feel about home linens and what purpose they serve in their home.

US Home Linen Market Overview

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.

  • US home linen market segmentation: Due to their functional benefit and affordable price points, bedding and bathroom linens are the most popular home linen, owned by 84% and 82% of consumers respectively.

US Home Linen Market – Current Trends

Price and longevity remain key purchase factors

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.

Home linens an investment for younger 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.

Products Covered in this Report

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.

Expert Insights from a Leading Industry Analyst

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 Analyst


Dorothy Kotscha
Health and Wellness Analyst


Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas:
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Consumer trends
                  • Focus on home linens with health and beauty benefits
                    • Figure 1: Select attitudes about home linens, 2023
                  • Omnichannel presence is more important than ever
                    • Figure 2: Purchase channel, 2023
                  • Millennials have high expectations for home linens
                    • Figure 3: Select purchase factors, by generation, 2023
                  • Competitive strategies
                    • DTC brands create in-person experiences to connect with consumers
                      • Beauty benefits resonate with home linen customers
                        • Market predictions
                          • Figure 4: Home linens category outlook, 2023-28
                        • Opportunities
                          • Men are an untapped audience
                            • Sustainability means more to younger demographics
                              • Figure 5: Select attitudes about home linens, by generation, 2023
                          • Market Drivers

                            • Consumers remain conservative despite having more to spend
                              • Figure 6: Disposable personal income, change from previous period, 2007-23
                            • Homeownership remains relatively flat after pandemic boom
                              • Figure 7: Homeownership rate, 2012-22
                            • States begin restricting PFAS in textiles
                            • Competitive Strategies and Market Opportunities

                              • Bearaby creates an immersive mental health break
                                • Figure 8: Bearaby Instagram post, 2022
                              • Beauty blends into home linens
                                • Figure 9: Cultiver Instagram post, 2023
                                • Figure 10: Resore Instagram post, 2022
                                • Figure 11: Prose Instagram post, 2022
                              • DTC brands recognize the limitations of online only presence
                                • Standard Fiber unveils new weaving technology set to change towel fabric
                                  • Sustainable materials resonate with eco-conscious shoppers
                                    • Figure 12: Pottery Barn Instagram post, 2022
                                • The Home Linens Consumer – Fast Facts

                                  • Product Ownership

                                    • Functional benefits help brands stand out
                                      • Figure 13: Home linens ownership, 2023
                                    • Keep women in mind
                                      • Figure 14: Home linens ownership, by gender, 2023
                                    • Younger consumers present the greatest ownership potential
                                      • Figure 15: Home linens ownership, 2023
                                  • Time since Last Purchase

                                    • More than half of adults made a purchase in last six months
                                      • Figure 16: Length of time since last home linens purchase, 2023
                                    • Despite younger shopper’s recent purchases, don’t rule them out
                                      • Figure 17: Length of time since last home linens purchase, by generation, 2023
                                  • Purchase Motivators

                                    • Replacement drives home linen purchases
                                      • In their own words:
                                        • Figure 18: Reason for last home linens purchase, 2023
                                      • Younger consumers focus on personalizing their space
                                        • Figure 19: Reason for last home linens purchase, 2023
                                      • Change of season is a time for Hispanic consumers to refresh their home style
                                        • Figure 20: Reason for last home linens purchase, by Hispanic origin 2023
                                    • Splurge Worthy Rooms

                                      • Consumers splurge most on the rooms that support their lifestyle interests
                                        • Figure 21: Home linens by room, 2023
                                      • Millennials invest in higher traffic communal areas
                                        • Figure 22: Home linens by room, by generation, 2023
                                    • Purchase Channels and Product Types

                                      • In-store experience plays a role in most home linen purchases
                                        • Figure 23: Purchase channel, 2023
                                      • Millennials open to shopping in-store or online
                                        • Figure 24: Purchase channel, by generations, 2023
                                      • Consumers turn to mass to fulfill all home needs, including linens
                                        • Figure 25: Purchase channel by product type, 2023
                                    • Purchase Factors

                                      • Price and longevity remain top-of-mind
                                        • Figure 26: Purchase factors, 2023
                                      • Younger consumers see home linens as an investment
                                        • Figure 27: purchase factors, by generation, 2023
                                      • High income households seek eco-responsible linens
                                        • Figure 28: Purchase factors, by income, 2023
                                        • Figure 29: Coyuchi Instagram post, 2023
                                    • Attitudes toward Home Linens

                                      • Personalization, health benefits capture strong interest
                                        • Figure 30: Attitudes about home linens, 2023
                                        • Figure 31: Sleepletics Instagram post, 2020
                                      • Younger consumers show interest in curated home linens
                                        • Figure 32: Select attitudes about home linens, by gender, 2023
                                        • Figure 33: Third & Main Instagram post, 2022
                                    • Appendix – Data Sources and Abbreviations

                                      • Data sources
                                        • Consumer survey data
                                          • Consumer qualitative research
                                            • Abbreviations and terms
                                              • Abbreviations
                                                • Terms
                                                • Appendix – The Consumer

                                                  • Bedding linens cover most of linen market
                                                    • Figure 34: TURF analysis – Home linen ownership, 2023
                                                    • Figure 35: Table – TURF analysis – 2023
                                                  • Factors motivating consumers to purchase new linens
                                                    • Figure 36: TURF analysis – Purchase motivators, 2023
                                                    • Figure 37: Table – TURF analysis – Purchase motivators, 2023
                                                  • Price and durability salient factors behind home linen purchases
                                                    • Figure 38: TURF analysis – Purchase factors, 2023
                                                    • Figure 39: TURF analysis – Purchase factors, 2023
                                                  • Methodology

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