Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of bed and bath linens, at current prices, 2007-17
- Market factors
- Shaky consumer confidence has made price more important to consumers
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- Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Commodity prices affect market
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- Figure 3: Cotton futures prices, December 2011-November 2012
- Sleep problems becoming more prevalent among adults
- Retail channels
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- Figure 4: Share of U.S. retail sales of bed and bath linens, by channel, at current prices, 2010 and 2012
- The bed and bath linens consumer
- Sheets/pillowcases and towels command highest purchase incidence
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- Figure 5: Purchased bedding, bath, and linens in the last 12 months, April 2011-June 2012
- Replacement main reason consumer make purchases this category
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- Figure 6: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), October 2012
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- Figure 7: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), October 2012
- Mass merchandisers, department stores, and specialty stores most commonly visited
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- Figure 8: Purchase locations for bed and bath linens, October 2012
- Cost is key purchase factor
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- Figure 9: Factors in purchasing bed and bath linens, October 2012
- In-store displays function as main source of selection inspiration for many consumers
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- Figure 10: Sources of inspiration for selecting bed and bath linens, October 2012
- What we think
Insights and Opportunities
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- Focus on helping consumers to get a good night’s sleep
- Bedding items that help consumers accelerate recovery from sickness
Issues in the Market
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- Are there ways for bed and bath linen retailers and manufacturers to overcome price being one of the main purchase factors?
- How can market players increase purchase occasions when replacement is currently the leading reason for purchase?
- How can retailers enhance the current bed and bath linen shopping experience to drive increased purchase frequency?
Trend Applications
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- Trend: Premiumization and Indulgence
- Trend: Perfecting the Details
- 2015 Trend: Old Gold
Market Size and Forecast
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- Key points
- Bed and bath linen sales expected to grow steadily in the coming years
- Sales and forecast of bed and bath linens market
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- Figure 11: Total U.S. retail sales and forecast of bed and bath linens market, at current prices, 2007-17
- Figure 12: Total U.S. retail sales and forecast of bed and bath linens market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Total U.S. retail sales and fan chart forecast of bed and bath linens, at current prices, 2007-17
Market Drivers
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- Key points
- Shaky consumer confidence leads to more value focused consumers
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- Figure 14: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Fluctuations in cotton prices impact the market
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- Figure 15: Cotton futures prices, December 2011-November 2012
- Sleep problems becoming more prevalent among adults
Segment Performance
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- Key points
- Market evenly divided among segments
- Sales of bed and bath linens, by segment
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- Figure 16: Total U.S. retail sales of bed and bath linens, by segment, at current prices, 2010 and 2012
Segment Performance—Bath Linens
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- Key points
- Bath linens have overtaken top-of-bed items as the leading segment
- Sales and forecast of bath linens
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- Figure 17: Total U.S. retail sales and forecast of bath linens, at current prices, 2007-17
Segment Performance—Top-of-Bed Items
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- Key points
- Top-of-bed segment growing steadily
- Sales and forecast of top-of-bed items
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- Figure 18: Total U.S. retail sales and forecast of top-of-bed items, at current prices, 2007-17
Segment Performance—Sheets and Pillowcases
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- Key points
- Though recession caused declines, strong growth expected in the coming years
- Sales and forecast of sheets and pillowcases
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- Figure 19: Total U.S. retail sales and forecast of sheets and pillowcases, at current prices, 2007-17
Segment Performance—Utility Bedding
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- Key points
- Utility bedding segment growing but will become product segment
- Sales and forecast of utility bedding
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- Figure 20: Total U.S. retail sales and forecast of utility bedding, at current prices, 2007-17
Retail Channels
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- Key points
- Mass merchandisers and club stores command most purchases
- Sales of bed and bath linens, by channel
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- Figure 21: U.S. retail sales of bed and bath linens, by channel, 2010 and 2012
Retail Channels—Supercenters, Warehouse Clubs, and Mass Merchandisers
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- Key points
- Majority of sales taking place in supercenters, warehouse club stores, and mass merchandisers
- Supercenter and warehouse club sales of bed and bath linens
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- Figure 22: U.S. supercenter and warehouse club sales of bed and bath linens, at current prices, 2007-12
Retail Channels—Department Stores
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- Key points
- Department stores experienced significant decline during the recession but are starting to see growth
- Department store sales of bed and bath linens
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- Figure 23: U.S. department store sales of bed and bath linens, at current prices, 2007-12
Retail Channels—Housewares and Home Furnishing Stores
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- Key points
- Housewares/home furnishing stores see slight growth in the last year
- Housewares and home furnishing store sales of bed and bath linens
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- Figure 24: U.S. housewares and home furnishing stores sales of bed and bath linens, at current prices, 2007-12
Retail Channels—Other Retail Channels
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- Key points
- Other retail channel sales of bed and bath linens
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- Figure 25: U.S. sales of bed and bath linens, through other channels, at current prices, 2007-12
Leading Suppliers
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- Overview
- Alok Industries
- Welspun
- WestPoint Home
Innovations and Innovators
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- Overview
- Linen sprays refresh linens and enhance experience
- Pillows with enhanced benefits
Marketing Strategies
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- Overview of the retailing landscape
- Retailer analysis: Macy’s
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- Figure 26: Retailer analysis of Macy’s, 2013
- Online initiatives
- TV presence
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- Figure 27: Macy’s television ad, 2012
- Retailer analysis: Bed Bath & Beyond
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- Figure 28: Retailer analysis of Bed Bath & Beyond, 2013
- Online initiatives
- Print and other
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- Figure 29: Bed Bath & Beyond coupon, 2012
- Retailer analysis: Target
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- Figure 30: Retailer analysis of Target, 2013
- Online initiatives
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- Figure 31: Target website, 2013
Purchase Incidence of Bed and Bath Linens
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- Key points
- Sheets/pillowcases and towels command highest purchase incidence
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- Figure 32: Purchased bedding, bath, and linens in the last 12 months, by household income, April 2011-June 2012
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- Figure 33: Purchased bedding, bath and linens in the last 12 months, by age, April 2011-June 2012
- Purchase incidence has decreased only slightly in recent years
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- Figure 34: Purchased bedding, bath and linens in the last 12 months, April 2007-June 2012
Amount Spent on Bed and Bath Linens
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- Key points
- Average amount fell between 2008 and 2011 in most segments, but increases are now occurring
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- Figure 35: Amount spent on sheets/pillowcases in the last 12 months, April 2007-June 2012
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- Figure 36: Amount spent on towels in the last 12 months, April 2007-June 2012
- Figure 37: Amount spent on comforters/quilts in the last 12 months, April 2007-June 2012
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- Figure 38: Amount spent on other blankets in the last 12 months, April 2007-June 2012
Reasons for Purchasing Bed Linens
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- Key points
- Replacement main reason for purchase of bed linens
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- Figure 39: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by gender, October 2012
- Quality upgrades and décor coordination more likely to be drivers for younger consumers
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- Figure 40: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by age, October 2012
- Presence of children may make consumers more active in this category
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- Figure 41: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by presence of children in household, October 2012
Reasons for Purchasing Bath Linens
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- Key points
- Replacement and spare sets main reasons for purchase of bath linens
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- Figure 42: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by gender, October 2012
- Younger consumers more likely to want extra sets or to upgrade to better-quality items
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- Figure 43: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by age, October 2012
- Higher-income looking to replace, have a spare set, or make upgrades in quality
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- Figure 44: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by household income, October 2012
- Upgrading more significant for those with children in the home
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- Figure 45: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by presence of children in household, October 2012
Purchase Locations
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- Key points
- Mass merchandisers, department stores, and specialty stores leading retailers
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- Figure 46: Purchase locations for bed and bath linens, by gender, October 2012
- Younger consumers more likely than older to purchase at mass merchandisers and online
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- Figure 47: Purchase locations for bed and bath linens, by age, October 2012
- Retailer choices indicative of household income
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- Figure 48: Purchase locations for bed and bath linens, by household income, October 2012
Purchase Factors
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- Key points
- Cost main factor in purchasing bed and bath linens
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- Figure 49: Factors in purchasing bed and bath linens, by gender, October 2012
- Cost driver for lower-income households; higher-income households more likely to touch/feel items prior to purchase
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- Figure 50: Factors in purchasing bed and bath linens, by household income, October 2012
Sources of Inspiration
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- Key points
- In-store displays function as source of inspiration for many
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- Figure 51: Sources of inspiration for selecting bed and bath linens, by gender, October 2012
- Older consumer segments most likely to be influenced by in-store displays
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- Figure 52: Sources of inspiration for selecting bed and bath linens, by age, October 2012
- Consumers who shop at discount retailers get inspiration from friends/family and home décor magazines
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- Figure 53: Sources of inspiration for selecting bed and bath linens, by purchase locations for bed and bath linens (mass merchandisers, dept. stores, specialty stores, discounted retailers, online), October 2012
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- Figure 54: Sources of inspiration for selecting bed and bath linens, by purchase locations for bed and bath linens (club stores, dollar stores, premium specialty stores, catalog), October 2012
Attitudes Toward Bed and Bath Linens
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- Key points
- Regular changing of items commands strong agreement
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- Figure 55: Attitudes toward bed and bath linens, by gender, October 2012
- Regular changing of items more prominent among older consumers
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- Figure 56: Attitudes toward bed and bath linens, by age, October 2012
Usage and Storage Behaviors
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- Key points
- Consumers have multiple sets of bed and bath linens for their home
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- Figure 57: Usage and Storage behaviors, by gender, October 2012
- Older consumers more likely to have multiple sets of items
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- Figure 58: Usage and Storage behaviors, by age, October 2012
Race and Hispanic Origin
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- Key points
- Hispanics and black consumers more likely to make nonfunctional purchases
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- Figure 59: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by race/Hispanic origin, October 2012
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- Figure 60: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by race/Hispanic origin, October 2012
- Mass merchandisers main retailer frequented across segments
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- Figure 61: Purchase locations, by race/Hispanic origin, October 2012
- Cost main purchase factor across racial and ethnic segments
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- Figure 62: Factors in purchasing bed and bath linens, by race/Hispanic origin, October 2012
- Asian/Pacific Islanders more likely than others to draw inspiration from multiple sources
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- Figure 63: Sources of inspiration for selecting bed and bath linens, by race/Hispanic origin, October 2012
- Regular changing out of items predominant attitude among racial and ethnic segments
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- Figure 64: Attitudes toward bed and bath linens, by race/Hispanic origin, October 2012
Appendix: Other Useful Consumer Table
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- Amount spent on bed and bath linens
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- Figure 65: Amount spent on sheets/pillowcases in the last 12 months, by household income, April 2011-June 2012
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- Figure 66: Amount spent on towels in the last 12 months, by household income, April 2011-June 2012
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- Figure 67: Amount spent on comforters/quilts in the last 12 months, by household income, April 2011-June 2012
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- Figure 68: Amount Spent on Other Blankets in the Last 12 Months, by household income, April 2011-June 2012
- Reasons for purchasing bed linens
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- Figure 69: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by household income, October 2012
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- Figure 70: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by gender and age, October 2012
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- Figure 71: Reasons for purchasing bed linens (e.g., sheets, pillowcases, blankets, comforters, duvets), by parents with children and age, October 2012
- Reasons for purchasing bath linens
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- Figure 72: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by gender and age, October 2012
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- Figure 73: Reasons for purchasing bath linens (e.g., towels, hand towels, bathmats, bath rugs), by parent with children and age, October 2012
- Purchase locations
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- Figure 74: Purchase locations, by gender and age, October 2012
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- Figure 75: Purchase locations, by presence of children in household, October 2012
- Purchase factors
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- Figure 76: Factors in purchasing bed and bath linens, by age, October 2012
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- Figure 77: Factors in purchasing bed and bath linens, by gender and age, October 2012
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- Figure 78: Factors in purchasing bed and bath linens, by presence of children in household, October 2012
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- Figure 79: Factors in purchasing bed and bath linens, by parent with children and age, October 2012
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- Figure 80: Factors in purchasing bed and bath linens, by purchase locations for bed and bath linens, October 2012
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- Figure 81: Factors in purchasing bed and bath linens, by purchase locations for bed and bath linens, October 2012
- Sources of inspiration
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- Figure 82: Sources of inspiration for selecting bed and bath linens, by household income, October 2012
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- Figure 83: Sources of inspiration for selecting bed and bath linens, by gender and age, October 2012
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- Figure 84: Sources of inspiration for selecting bed and bath linens, by parents with children and age, October 2012
- Attitudes toward bed and bath linens
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- Figure 85: Attitudes toward bed and bath linens, October 2012
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- Figure 86: Attitudes toward bed and bath linens, by household income, October 2012
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- Figure 87: Attitudes toward bed and bath linens, by gender and age, October 2012
- Usage and storage behaviors
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- Figure 88: Usage and Storage behaviors, by household income, October 2012
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- Figure 89: Usage and storage behaviors, by gender and age, October 2012
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- Figure 90: Usage and storage behaviors, by race/Hispanic origin, October 2012
Appendix: Trade Associations
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