Bed and Bath Linens in the United States 2009

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Bed and Bath Linens in the United States 2009

Description:    The bed and bath linen market is coming down from a multi-year run-up in sales. The outlook is
                bleak as the housing crisis continues and consumers cut spending on discretionary items. Both
                suppliers and retailers struggle to stay afloat. In this report, Mintel takes a closer look at the state
                of affairs and how consumer buying habits have changed.

                Analysis and insights offered include:

                -   How the recession impacts sales directly and indirectly
                -   Which segments are likely to perform better
                -   How suppliers are dealing with loss of sales
                -   Which retail channels are losing out in the recession
                -   Why brand is of little importance
                -   How much has price sensitivity increased
                -   How substantial is the linens-as-gift market



Contents:       -   Scope and Themes
                -   What you need to know
                -   Definition
                -   Data sources
                -   Sales data
                -   Consumer survey data
                -   Abbreviations and terms
                -   Abbreviations
                -   Terms

                Executive Summary
                - Sales of bed and bath linens coming down from 2006 peak
                - Recession has numerous impacts on discretionary category
                - Suppliers focus on cost cutting to avoid bankruptcy
                - Consumers find value at mass merchandisers but not specialty stores
                - Brand carries little importance
                - Replacement purchases should be more resilient during downturn
                - Price more important than ever
                - Larger households more attentive to linens
                - Market Size and Forecast
                - Market size
                Figure 1: Total U.S. retail sales of bed and bath linens, at current prices, 2003-13
                Figure 2: Total U.S. retail sales of bed and bath linens, at inflation-adjusted prices*, 2003-13
                - Segment Performance
                - Introduction
                - Figure 3: U.S. retail sales of bed and bath linens, by segment, 2006 and 2007
                - Top of bed
                - Bath
                - Sheets and pillowcases
                - Utility bedding
                - Market Drivers
                - Recession reduces discretionary spending and increases price-sensitivity
                Figure 4: Factors considered when buying sheets or pillowcases, 2006 and 2008
                - Remodeling and new bed purchases also suffer
                - Blankets benefit from cold weather
                - Older consumers will grow in importance despite lower purchase rate
                - Leading Suppliers
                - Biggest suppliers focus on cost cutting as sales plummet
                - Bankruptcies impact certain suppliers
Figure 5: Home textile sales at top 10 U.S. suppliers, 2007 and 2008
- Retail Channels
- Linens ‘n Things bankruptcy reflects specialty store weakness
Figure 6: Where bed and bath linens are purchased, 2006 and 2008
- Mass merchandisers see consumers trading down
- Department stores maintain share
- Direct to consumer has potential to expand during recession
Figure 7: Home textile sales at top 10 retailers, 2006 and 2007
- Brand Qualities
- Licensing established brands as extensions to the home market
- Springs Global relaunches Springmaid brand
- Innovation and Innovators
- Eco-friendly fabrics
- Bedding that makes the wrinkles go away
- Chemical treatment increases time between laundering
- Advertising and Promotion
- Overview
Figure 8: Media expenditures of bed, bath and linen specialty retailers, 2006 and 2007
- IKEA
- Anna’s Linens
- Purchase
- Purchase of bed and bath down from two years ago
Figure 9: Purchase of bed and bath linens, 2004-08
- Purchase rates steady under age of 55 and above $75K
Figure 10: Purchase of bed and bath linens, by HH income, April 2007-June 2008
Figure 11: Purchase of bed and bath linens, by age, April 2007-June 2008
- Purchase is more likely in large family households
Figure 12: Purchase of bed and bath linens, by size of household, April 2007-June 2008
- Amount Spent
- Average amount spent on bedding jumps with household income
Figure 13: Average amount spent on bed and bath linens, by HH income, April 2007-June 2008
- Larger households spend more because they buy more products
Figure 14: Average amount spent on bed and bath linens, by size of household, April 2007-June
2008
- Motivations for Purchase
- Replacement is stronger motivation in economic downturn
Figure 15: Why bedding items are purchased, 2006 and 2008
- Sales of towels, sheets, and pillowcases may be most resilient in recession
Figure 16: Why bedding items are purchased, December 2008
Figure 17: Why towels are purchased, December 2008
- Older consumers more likely to make replacement purchases
Figure 18: Why sheets or pillowcases are purchased, by age, December 2008
Figure 19: Why duvet covers or bedspreads are purchased, by age, December 2008
Figure 20: Why towels are purchased, by age, December 2008
- Highest-earning respondents most likely to purchase to match décor
Figure 21: Why sheets or pillowcases are purchased, by HH income, December 2008
Figure 22: Why towels are purchased, by HH income, December 2008
- Sheets and Pillowcases
- Egyptian cotton positioned at premium for higher earners
Figure 23: Types of sheets or pillowcases used, by HH income, December 2008
- Younger respondents more likely to try silk, satin
Figure 24: Types of sheets or pillowcases used, by age, December 2008
- Blankets
- Down comforters more popular among under-35s
Figure 25: Types of blankets used, by age, December 2008
- Respondents with children use more blankets
Figure 26: Types of blankets used, by presence of children, December 2008
- Considered Purchase Factors
- Price is the key factor in all categories, brand and retailer matter least
Figure 27: Factors considered when buying sheets or pillowcases, December 2008
Figure 28: Factors considered when buying blankets, December 2008
Figure 29: Factors considered when buying towels, December 2008
- Male respondents slightly more influenced by brand
            Figure 30: Factors considered when buying sheets or pillowcases, by gender, December 2008
            - Fabric more important than price for high earners
            Figure 31: Factors considered when buying sheets or pillowcases, by HH income, December 2008
            - Brand and retailer more important to 25-34 year olds
            Figure 32: Factors considered when buying sheets or pillowcases, by age, December 2008
            - Distribution Channels
            - Mass merchandisers most popular channel but buyers turn elsewhere for greater selection
            Figure 33: Where bed and bath linens are purchased, December 2008
            - Retail channels characterized by price points
            Figure 34: Where sheets or pillowcases are purchased, by HH income, December 2008
            - Mass merchandisers hold greater share of under-45s
            Figure 35: Where sheets or pillowcases are purchased, by age, December 2008
            - Mass merchandisers more family-oriented
            Figure 36: Where sheets or pillowcases are purchased, by presence of children, December 2008
            - Bed and Bath Linens as a Gift
            - Women only slightly more likely to buy as a gift
            Figure 37: Bed, bath and linens purchased as a gift, by gender, December 2008
            - Linens as gifts most common among young adults aged 25-34
            Figure 38: Bed, bath and linens purchased as a gift, by age, December 2008
            - Family-oriented consumers more likely to give linen as a gift
            Figure 39: Bed, bath and linens purchased as a gift, by presence of children, December 2008
            - Attitudes
            - Complaints and use of gift cards have not changed in last two years
            Figure 40: Attitudes toward bed and bath linens, 2006 and 2008
            - Under-35s are most difficult to please
            Figure 41: Attitudes toward bed and bath linens, by age, December 2008
            - Family-oriented consumers more attentive to linens
            Figure 42: Attitudes toward bed and bath linens, by presence of children, December 2008
            - Race/Hispanic origin
            - Hispanics more likely to upgrade
            Figure 43: Why sheets and pillowcases are purchased, by race/Hispanic origin, December 2008
            - Price is primary consideration for all racial/ethnic groups
            Figure 44: Factors considered when buying sheets or pillowcases, by age and race/Hispanic origin,
            December 2008
            - Income correlations determine retail channel preferences
            Figure 45: Where sheets or pillowcases are purchased, by race/Hispanic origin, December 2008
            - Other Useful Consumer Tables
            - Sheets and pillowcases
            Figure 63: Types of sheets or pillowcases used, by gender, December 2008
            - Blankets
            Figure 64: Types of blankets used, by gender, December 2008
            Figure 65: Types of blankets used, by HH income, December 2008
            - Factors considered in purchasing blankets
            Figure 66: Factors considered when buying blankets, by gender, December 2008
            Figure 67: Factors considered when buying blankets, by HH income, December 2008
            Figure 68: Factors considered when buying blankets, by age, December 2008
            - Factors considered in purchasing towels
            Figure 69: Factors considered when buying towels, by gender, December 2008
            Figure 70: Factors considered when buying towels, by HH income, December 2008
            Figure 71: Factors considered when buying towels, by age, December 2008
            - Motivations for purchase
            Figure 72: Why sheets or pillowcases are purchased, by gender, December 2008
            Figure 73: Why towels are purchased, by gender, December 2008
            Figure 74: Why towels are purchased, by presence of children, December 2008
            - Attitudes
            Figure 75: Attitudes toward bed and bath linens, by HH income, December 2008
            - Appendix: Trade Associations



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