57%
REPLACEMENT
39%
NEW STYLE
22%
EXTRA SET
12%
ADVERTISING
12%
DESIRE
Average # of Products Owned
12
19
6 6
Towels Sheet Sets Bedding Blankets
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 Mexican consumers conducted on
March 12-15, 2020. Additional Sources:
1
2020 Euromonitor International Economies and Consumers Annual Data
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2020 Cotton Incorporated.
HOME TEXTILES
SUPPLY
CHAIN
INSIGHTS
IN MEXICO
COTTON INCORPORATED’S
Mexican consumers spent Mex$44.3 billion (USD 2.3 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 12.1% with Mex$49.7 billion (USD 2.6 billion) spent in 2024
1
.
Consumers seek the benefits of soft, cool bedding, as 86% say they are more
likely to buy sheets marketed to help them achieve better sleep.
KEY INSIGHTS
Quality is a key
purchase driver.
80%
BELIEVE QUALITY SHEETS AND
BEDDING HELP YOU SLEEP
BETTER
Consumers see
the role fiber plays
in softness, quality,
function, and
comfort.
84%
SAY 100% COTTON IS
IMPORTANT FOR HOME
TEXTILES
Lean into digital as
consumers look to
make their home
a comfortable
refuge.
52%
LOOK TO DIGITAL SOURCES
FOR INSPIRATION
PURCHASEDRIVERS
Sheets & Bedding
83% say it is important to know fiber content of home
textile products because it tells them:
• Comfort 91%
• Quality 89%
• Softness 88%
• Durability 87%
• Perf. Features 80%
Towels
• Quality 89%
• Durability 89%
• Washes Clean 82%
• Softness 82%
• Absorbency 79%
Sheets & Bedding
• Quality 48%
• Softness 41%
•
Stay Warm/Cool 39%
• Comfort 35%
• Washes Clean 33%
Towels
• Quality 47%
• Absorbency 42%
• Softness 40%
• Comfort 35%
• Washes Clean 33%
hysical stores play a strong role 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
SOURCES OF INSPIRATION
SOCIAL MEDIA SOURCES OF INSPIRATION
(among those who get home textile ideas from social media, N=141)
METHOD OF LAST PURCHASE MADE
WHERE PURCHASES WERE MADE
Sheets & Bedding
• Department 30%
• Mass Merchant 30%
• Home Specialty 16%
• Online Only 10%
Towels
• Mass Merchant 55%
• Department Store 25%
• Home Specialty 7%
• Online Only 5%
90%
more willing to buy a
sheet marketed to keep
you cool when sleeping
83%
consumers willing
to pay more for
quality.
Store Displays or
Window Shopping
51%
Friends or
Family
38%
eCommerce
Websites
36%
Social Media
35%
Catalogs
46%
YouTube
67%
Pinterest
44%
Facebook
84%
Instagram
65%
Online
19%
4%
77%
Online for In-Store Pickup
In-Store