For More Information Contact: Corporate Strategy & Insights at [email protected]
Source: All content sourced from Cotton Incorporated’s 2020 Home Textiles survey, a survey of 500 U.S. consumers conducted on
February 6, 2020. Additional Sources:
1
2020 Euromonitor International Economies and Consumers Annual Data;
2
Cotton Incoporated’s
2020 COVID-19 Consumer Response Survey.
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2020 Cotton Incorporated.
HOME TEXTILES
SUPPLY
CHAIN
INSIGHTS
IN THE UNITED STATES
COTTON INCORPORATED’S
U.S. consumers spent $66.4 billion on home textile products in 2019. While a
drop in spending due to the COVID-19 pandemic is expected in 2020, this
market is projected to recover by 2022 and to show a 5 year growth of 8.3%
with $72 billion spent in 2024
1
. Consumers seek comfort in soft, fluffy towels,
sheets, bedding, and blankets; important qualities during this global crisis, as
79% of U.S. consumers say they “just want to curl up in a cozy bed.”
2
KEY INSIGHTS
Quality is a key
purchase driver.
86%
BELIEVE QUALITY SHEETS AND
BEDDING HELP YOU SLEEP
BETTER.
Consumers see
the role fiber plays
in softness, quality,
function, and
comfort.
73%
SAY 100% COTTON IS
IMPORTANT FOR HOME
TEXTILES.
Lean into digital as
consumers look to
make their home
a comfortable
refuge.
61%
LOOK TO DIGITAL SOURCES
FOR INSPIRATION.
Average # of
Products Owned
Average $
Spent
28
4
5
9
$13
$39
$61
$43
Towels Sheet Sets Bedding Blankets
PURCHASEDRIVERS
Sheets & Bedding
58% say it is important to know fiber content of home
textile products because it tells them:
• Comfort 90%
• Quality 86%
• Durability 83%
• Softness 83%
• Price 80%
Towels
• Quality 86%
• Durability 85%
• Softness 84%
• Price 80%
• Absorbency 77%
Sheets & Bedding
• Softness 44%
• Quality 42%
• Temp Control 38%
• Comfort 37%
• Sweat Control 29%
Towels
• Softness 41%
• Quality 39%
• Absorbency 33%
• Washes Clean 32%
• Comfort 29%
73%
say 100% cotton
is important to
them when
shopping for
home textiles
78%
consumers willing
to pay more for
quality.
hysical stores play a strong role in consumers’ home textile shopping
journey, from store displays for inspiration to in-store purchasing. In the
COVID-19 era, brands and retailers can ramp up their online efforts with
solutions such as quality and money-back guarantees that allow
consumers to try new products risk free.
P
MARKETOPPORTUNITIES
REASONS TO PURCHASE NEW HOME TEXTILES
TOP
5
57%
REPLACEMENT
35%
NEW STYLE
13%
DESIRE
13%
EXTRA SET
13%
NEW FIBER
Store Displays or
Window Shopping
45%
Friends or
Family
34%
Retailer/Brand
Websites
31%
Social
Media
28%
SOURCES OF INSPIRATION
SOCIAL MEDIA SOURCES OF INSPIRATION
(among those who get home textile ideas from social media, N=141)
Facebook
67%
Instagram
55%
Pinterest
50%
YouTube
42%
METHOD OF LAST PURCHASE MADE
Online
20%
4%
76%
Online for In-Store Pickup
In-Store
WHERE PURCHASES WERE MADE
Sheets & Bedding
• Mass Merchant 46%
• Department Store 22%
• Online Only 12%
• Home Specialty 11%
Towels
• Mass Merchant 60%
• Department Store 22%
• Online Only 5%
• Home Specialty 7%