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Home Linens - US - July 2015

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


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Total US sales and fan chart forecast of home linens market, at current prices, 2010-20
Figure 2: Correspondence analysis – Home linens purchase influencers, April 2015
Figure 3: Home linens worn-out replacement drivers – Top three rank, April 2015
The opportunities
Figure 4: Percentage of consumers purchasing home linens in past 12 months, by age, April 2015
Figure 5: Interest in home linens products – Any, April 2015
Figure 6: Attitudes toward home linens, April 2015
What it means
THE MARKET
What you need to know
Bed and bath linens experience growth, decorative linens struggle
Opportunities with bed bugs prevention, challenges with linens replacement
Growth in population of those 18-44, increase in home renovations to boost market
Market size and forecast
Historic and projected sales for home linens
Figure 7: Total US sales and fan chart forecast of home linens market, at current prices, 2010-20
Figure 8: Total US sales and forecast of home linens market, at current prices, 2010-20
Market breakdown
Bed and bath linens grow, decorative linens struggle
Figure 9: Total US retail sales of home linens by segment, at current prices in $ billions, 2013 and 2015
Market perspective
Replacement for linens tied to items being “worn-out”
Bed bugs present opportunities for linens innovations
Prevalence of sleep issues provides opportunities for “sleep better” products
Current home décor trends value simplicity, alternative fabrics
Green trends can help to boost sales of cloth napkins, kitchen towels
Market factors
Increase in US consumers, especially those aged 18-44, to boost market
Stabilizing birth rates may boost linens purchases
Growing consumer confidence may encourage increased linens spending
Post-recession renovations boost market
Declining home ownership rates slow market
Cost of cotton can help lower the price of linens
KEY INITIATIVES
What you need to know
Bed and bath linens experience strong sales, celebrity lines set brands apart
Consumers seek cost savings with decorative linens
Mix and match lines, improved technology appeal to consumers
What’s working?
Bedroom and bathroom linens experience strong post-recession growth
Celebrity lines continue to set brands apart
Functional benefits catch consumers’ attention including bedbug prevention
“Sleep better” products improve user experience
What’s struggling?
Decorative linens struggle as consumers seek cost savings
What’s next?
Technology enhances the in-store shopping experience
Online sales will grow, improved omnichannel experience
Customized looks from mix and match lines
THE CONSUMER
What you need to know
Younger consumers buy more linens despite smaller home sizes
Celebrity endorsements help set brands apart but quality is key
Replacement driven by fraying, consumers not as concerned about stains
Consumers interested in functional product innovations
Rooms in the home
House sizes smaller among younger consumers
Figure 10: Bedrooms and bathrooms in home (mean), by age, April 2015
Consumers most likely to splurge on bedroom linens, especially for master
Figure 11: Room types most likely to splurge on – Top three ranking, April 2015
Purchases of home linens
Younger consumers, Hispanics more likely to purchase linens
Figure 12: Percentage of consumers purchasing home linens in past 12 months, by age, April 2015
Mean spent on bedding, bath, and linens increases
Figure 13: Amount spent on bedding, bath, and linens in the past 12 months, October 2009-December 2014
Purchase influencers
Consumers motivated by price but without sacrificing quality
Figure 14: Correspondence analysis – Home linens purchase influencers, April 2015
Celebrity lines succeed, though consumers stress quality over celebrity endorsements
Consumers prefer shopping in-store, online likely to grow
Figure 15: Attitudes toward home linens, April 2015
Replacement factors
Fraying most common issue for replacement, stains not as important
Figure 16: Home linens worn-out replacement drivers – Top three rank, April 2015
Product innovations
Consumers willing to pay more for products that improve user experience
Figure 17: Interest in home linens products – Any, April 2015
Interest in linens that protect from bed bugs due to US bed bug issues
Figure 18: Interest in home linens products – CHAID – Tree output, April 2015
APPENDIX
Data sources and abbreviations
Data sources
Fan chart forecast
Abbreviations and terms
Market
Figure 19: Total US sales and forecast of home linens market, at inflation-adjusted prices, 2010-20
Figure 20: US population by age, 2010-20
Figure 21: Annual births in the US, 2003-13
Figure 22: US consumer confidence, May 2014-April 2015
Figure 23: NAHB Remodeling Market Index (RMI), Q1 2009-Q1 2015
Figure 24: Homeownership rate by age of householder, 2009-14
Figure 25: Monthly cotton prices, cents per pound, April 2014-March 2015
Figure 26: Monthly cotton prices, cents per pound, April 2010-March 2015
Consumer
Figure 27: Consumers purchasing home linens, November 2008-December 2014
Figure 28: Mean spent on window coverings, October 2009-December 2014
Correspondence analysis methodology
Figure 29: Correspondence analysis of home linens purchase influencers, April 2015
CHAID analysis methodology
Figure 30: Interest in home linens products – CHAID – Table output, April 2015
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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