About the market:

Since 2003, the household linen market has continued to be driven by aesthetic/fashion influences in home design and décor. While some segments of the household linen market (such as tea towels) are maturity-bound and others (like bed linen) remain stagnant through low levels of brand activity, there are some segments that are benefiting from enhanced brand activity and consumer aspiration in home interiors, which is a powerful dynamic. A further key theme is the trend to wider distribution of household linens, especially through grocery multiples, as retailers such as Sainsbury’s and Tesco seek to further encourage impulse purchases of own-label fashion-led bedding at lower-to-mid price points.

While recent social and demographic trends have by no means been favourable to the UK household linen market, the notion of the bathroom as a haven or sanctuary from the rigours of hectic lifestyles bodes well for demand for bathroom textiles positioned on this platform. Also, media interest (and output), in home décor has encouraged some consumers to replace their household linens on the basis of a wish for change, rather than simply on the basis of wear and tear.