INSIGHTS
COTTON INCORPORATED
SUPPLY CHAIN
HOME TEXTILES: SHEETS & BEDDING
Top-of-bed products, which include sheets and bedding,
account for the majority of U.S. home textiles imports on a
fiber weight basis
1
. With U.S. home textile spending projected
to grow by one-fifth from $54.5 billion in 2016 to $66.5 billion
in 2030
2
, the top-of-bed market will likely grow at a similar
rate. Although the top-of-bed market is still need-based,
opportunities exist to encourage consumers to purchase
new products through: improved digital assets that inspire
consumers to research and browse online; cotton performance
innovations that make cotton products more competitive
with manmade fibers; and marketing messages that remind
consumers why 100% cotton is their fiber of choice.
KEY INSIGHTS
• Leverage all consumer touchpoints to move consumers beyond
replenishment and inspire them to purchase new products.
• Explain how top-of-bed products can address consumer interest
in comfort, quality, and ease of care to help evolve purchases
from need to want.
• Improve the competitiveness of cotton offerings by utilizing
Cotton Incorporated abrasion resistance and moisture
management technologies.
• Find inspiration for cotton-rich, top-of-bed offerings by browsing
Cotton Incorporated’s FABRICAST™ collections online.
OWNERSHIP & PURCHASE HABITS
$49
5.5
TOP-OF-BED SHOPPING JOURNEY
researchbrowse
in-store
online
1.6
TOP 5 REASONS TO PURCHASE NEW TOP-OF-BED PRODUCTS
desire good sale new style
sheets
bedding
26%
27%
25%
23%
21%
27%
new color
29%
28%
replacement
69%
59%
4.8
2.1
$98
$
BEDDINGSHEETS
purchase re-purchase
% WHO PREFER THE FOLLOWING TAKE PLACE ONLINE OR
IN-STORE...
44%
56%
62% 30% 40%
38%
70%
60%
average number of items owned
& used regularly
average price paid per product
average time (years) before
consumers shop for new products
70% 63%
INFO: [email protected] lifestylemonitor.cottoninc.com © 2017
HOME TEXTILES: SHEETS & BEDDING
HOME TEXTILES: SHEETS & BEDDING
more durable wicked moisture
INTEREST IN COTTON PERFORMANCE
INNOVATIONS
% LIKELY TO PURCHASE COTTON SHEETS & BEDDING
PRODUCTS THAT DID THE FOLLOWING...
(VS. THE SAME PRODUCTS MADE FROM MANMADE FIBERS)
Learn more about TOUGH COTTON™, TransDRY
®
,
& WICKING WINDOWS™ technologies at
www.CottonInc.com/product/Product-Technology
retailer websites
Lack of brand loyalty in the top-of-bed market creates opportunities for both established brands and new entrants to develop
products that truly meet consumers’ primary needs. Most consumers are looking for sheets and bedding that are comfortable,
good quality, easy to care for, and sold at a reasonable price. Explaining how products can meet these needs across all shopper
touchpoints can help build brand loyalty and sales.
SHOPPING HABITS & NEEDS
42%
store displays
25% 21%
friends or family
17%
TV
17%
catalogs
PERFORMANCE ENHANCEMENTS
Although top-of-bed offerings with performance technologies remain limited at retail, they have more than tripled over the
past four years. The majority of consumers say they are interested in top-of-bed products that help solve care issues common
to apparel, such as shrinking, pilling, and stain resistance as well as products that offer typical active performance features
such as odor control, abrasion resistance, thermal regulation, and moisture management. More than 3 in 5 consumers would
choose cotton sheets and bedding products rather than products made from manmade fibers if the cotton products offered
enhanced durability or moisture management functionality. Cotton Incorporated TOUGH COTTON™, TransDRY®, and WICKING
WINDOWS™ technologies can help improve the competitiveness of cotton top-of-bed products.
3 in 4 consumers do not have a favorite brand of
sheets or bedding.
PERFORMANCE TECHNOLOGIES OF MOST
INTEREST TO CONSUMERS
% VERY OR SOMEWHAT LIKELY TO LOOK FOR THE
FOLLOWING PERFORMANCE FEATURES...
(WHEN SHOPPING FOR SHEETS & BEDDING)
sheets
bedding
43% 25% 21% 19% 17%
SOURCES OF TOP-OF-BED INSPIRATION
RETAIL CHANNELS SHOPPED MOST
sheets
bedding
49%
49%
49%
49%
51%
52%
55%
55%
56%
55%
57%
n/a
61%
61%
% SAYING THE FOLLOWING FACTORS ARE VERY IMPORTANT...
comfort
wash at
home
quality price softness durability
not hold
odor
PRIMARY PURCHASE DRIVERS
bedding
sheets
mass
merchants
chain
stores
department
stores
specialty
stores
online-only
stores
35%
32%
15%
16%
11% 11%
12%
9% 9%
8%
Leading sheets & bedding technologies at U.S.
retail include wrinkle resistance & easy care.
SHEETS & BEDDING MARKETED WITH
PERFORMANCE TECHNOLOGIES
AT U.S. RETAIL STORES
2012
sheets
bedding 2012
2016
2016
7%
29%
4%
13%
61% shrink resistant
57% odor resistant
57% abrasion resistant
57% stain resistant
56% thermal cooling
55% fade resistant
52% moisture management
58% does not pill
70% 63%
HOME TEXTILES: SHEETS & BEDDING
HOME TEXTILES: SHEETS & BEDDING
more durable wicked moisture
INTEREST IN COTTON PERFORMANCE
INNOVATIONS
% LIKELY TO PURCHASE COTTON SHEETS & BEDDING
PRODUCTS THAT DID THE FOLLOWING...
(VS. THE SAME PRODUCTS MADE FROM MANMADE FIBERS)
Learn more about TOUGH COTTON™, TransDRY
®
,
& WICKING WINDOWS™ technologies at
www.CottonInc.com/product/Product-Technology
retailer websites
Lack of brand loyalty in the top-of-bed market creates opportunities for both established brands and new entrants to develop
products that truly meet consumers’ primary needs. Most consumers are looking for sheets and bedding that are comfortable,
good quality, easy to care for, and sold at a reasonable price. Explaining how products can meet these needs across all shopper
touchpoints can help build brand loyalty and sales.
SHOPPING HABITS & NEEDS
42%
store displays
25% 21%
friends or family
17%
TV
17%
catalogs
PERFORMANCE ENHANCEMENTS
Although top-of-bed offerings with performance technologies remain limited at retail, they have more than tripled over the
past four years. The majority of consumers say they are interested in top-of-bed products that help solve care issues common
to apparel, such as shrinking, pilling, and stain resistance as well as products that offer typical active performance features
such as odor control, abrasion resistance, thermal regulation, and moisture management. More than 3 in 5 consumers would
choose cotton sheets and bedding products rather than products made from manmade fibers if the cotton products offered
enhanced durability or moisture management functionality. Cotton Incorporated TOUGH COTTON™, TransDRY®, and WICKING
WINDOWS™ technologies can help improve the competitiveness of cotton top-of-bed products.
3 in 4 consumers do not have a favorite brand of
sheets or bedding.
PERFORMANCE TECHNOLOGIES OF MOST
INTEREST TO CONSUMERS
% VERY OR SOMEWHAT LIKELY TO LOOK FOR THE
FOLLOWING PERFORMANCE FEATURES...
(WHEN SHOPPING FOR SHEETS & BEDDING)
sheets
bedding
43% 25% 21% 19% 17%
SOURCES OF TOP-OF-BED INSPIRATION
RETAIL CHANNELS SHOPPED MOST
sheets
bedding
49%
49%
49%
49%
51%
52%
55%
55%
56%
55%
57%
n/a
61%
61%
% SAYING THE FOLLOWING FACTORS ARE VERY IMPORTANT...
comfort
wash at
home
quality price softness durability
not hold
odor
PRIMARY PURCHASE DRIVERS
bedding
sheets
mass
merchants
chain
stores
department
stores
specialty
stores
online-only
stores
35%
32%
15%
16%
11% 11%
12%
9% 9%
8%
Leading sheets & bedding technologies at U.S.
retail include wrinkle resistance & easy care.
SHEETS & BEDDING MARKETED WITH
PERFORMANCE TECHNOLOGIES
AT U.S. RETAIL STORES
2012
sheets
bedding 2012
2016
2016
7%
29%
4%
13%
61% shrink resistant
57% odor resistant
57% abrasion resistant
57% stain resistant
56% thermal cooling
55% fade resistant
52% moisture management
58% does not pill
Sources: Cotton Incorporated 2017 Home Textiles Survey – survey of 2,000 men & women, ages 18-70 who purchase or have influence over the purchase of
home textiles. Cotton Incorporated 2016 Home Textile Audit – in-store & online retail audit of bath towels, sheets, & bedding at key mass, chain, department, &
specialty home textile retailers in the U.S. External sources: OTEXA & USDA
1
, Euromonitor International
2
Bedding: comforters, quilts, blankets, & bedspreads.
HOME TEXTILES: SHEETS & BEDDING
COTTON OPPORTUNITIES
About 7 in 10 consumers say cotton is their fiber of choice for top-of-bed product categories because they feel cotton is
best suited to meet their primary needs for comfort and quality as well as needs for reliability, sustainability, and an overall
good nights’ sleep. Beyond performance technologies, fabric construction as well as unique dyeing and finishing techniques
can also make cotton sheets and bedding products more competitive with manmade fibers. The majority of consumers are
interested in fabric concepts that use U.S. cotton, prints and patterns to mask wrinkles, and minimal processing. These
concepts, along with many others can be utilized by the industry through Cotton Incorporated’s FABRICAST
TM
collections.
Find inspiration for your cotton sheets & bedding
on Cotton Incorporated’s FABRICAST
TM
webpage.
About 7 in 10 consumers prefer their sheets (74%)
& bedding (69%) products to be cotton-rich.
ATTRIBUTES CONSUMERS ASSOCIATE
WITH 100% COTTON PRODUCTS
% SAYING 100% COTTON PRODUCTS ARE THE MOST...
(COMPARED TO COTTON BLENDS & 100% POLYESTER)
INTEREST IN COTTON SHEETS &
BEDDING
made in the USA
with U.S. cotton
able to utilize
prints & patterns
to naturally mask
wrinkles
unbleached
& minimally
processed
71%
62%
66%
51%
62%
50%
% LIKELY TO PURCHASE COTTON SHEETS & BEDDING
PRODUCTS THAT ARE...
(COMPARED TO THOSE MADE FROM MANMADE FIBERS)
sheets bedding
bedding
sheets
trustworthy
authentic
high quality
sustainable
comfortable
reliable
breathable
soft
gives you the best night’s sleep
73%
73%
71%
69%
70%
70%
70%
70%
68%
69%
70%
64%
69%
68%
68%
68%
69%
67%