Home Bedding Market

Market Overview

The global home bedding market size was valued at USD 93.12 billion in 2022. It is estimated to reach USD 194.67 billion by 2031, growing at a CAGR of 8.5% during the forecast period (2023–2031).

Bedding refers to the materials placed on top of a bed's mattress for hygiene, heating, mattress protection, and aesthetic effect. The portion of a human sleeping environment that is detachable and machine-washable is the bedding. Multiple bedding sets for each bed are frequently washed in rotation and replaced seasonally to increase sleep comfort at various room temperatures. The majority of bedding measures are rectangular. However, some are square, allowing the user to put on bedding without considering its lengthwise orientation.

A set of sheets typically includes a flat top sheet, a fitted or flat bed sheet that covers the mattress, and either a blanket, a quilt, or a duvet. A duvet cover may occasionally be used in place of or in addition to the top sheet, together with several pillows with pillowcases, also known as pillow shams. Extra blankets, pillows, etc., may be added to achieve the necessary insulation in chilly sleeping quarters. Bedding enhances sleep, provides comfort and support for the neck and back, alleviates pressure points, and conforms to the body's shape.

Highlights

• Bed linen dominates the type segment
• Supermarkets and hypermarkets dominate the distribution channel segment
• Asia-Pacific is the highest shareholder in the global market

Market Dynamics

Market Drivers

Improving Housing Market Situation

Bedding products are considered essential household items, and with the diverse range of products in various colors, patterns, and designs, consumers are observed to purchase these products frequently. With advancements in lifestyle, comfort, and luxury have become the highlighted features of residences. Therefore, furnishing concrete structures to add comfort to residences has become common and is expected to drive market growth. Experts predict that a post-pandemic rebound, job recoveries, steady mortgage rates, and the law of supply and demand are collectively expected to create a boom in the housing industry.

Additionally, real estate experts believe low mortgage rates and the increasing number of remote workers with flexible schedules will keep home sales booming in 2021. According to The National Association of Realtors, existing home sales in January 2021 reached a seasonally adjusted annual rate of 6.69 million, faster than the 6.61 million FactSet consensus expected and an increase of 0.6% from the December 2020 revised rate. Thus, increasing purchases in the housing sector is expected to create massive opportunities for the bedding industry.

Increasing Consumer Spending on Comfort and Relaxation

Lifestyle creep, or lifestyle inflation, is a common trend among Generation X, Y, and Z. A gradual increase in expenses with growing salaries has become a social norm. According to research in September 2019 by the Federal Reserve Bank of New York, lifestyle inflation is common among low, middle, and high-income individuals. It further says that an average American head of household aged 35 to 44 carries a non-housing debt of over USD 100,000.

Furthermore, the work-from-home revolution has led to people from across the globe working from their beds, relaxing and watching in bed, and spending more time at home. Consequently, several consumers have decided to upgrade their sleep setup. As a result, the home bedding industry is suddenly flourishing during a pandemic that has reoriented people's budgets.

Market Restraint

Increasing Use of Inexpensive Synthetic Fibers

The bedding industry is highly price competitive, and consumers have been opting for inexpensive products over quality, expensive bedding components. Along with price, another factor affecting the preference for these products is the ease of maintenance. Consumers are inclined to buy bedding products that can be easily washed by hand or in the washing machine and continue to retain their shape without any adverse impact on the quality. Therefore, bedding products of blended fabrics that mix cotton, polyester, rayon, nylon, and others have been gaining popularity. The raw materials for these products are lesser when compared to products made from organic fibers, and as a result, the prices of these products are also lower than their counterparts. This has been adversely affecting the overall revenue of the market.

Market Opportunities

Advancements in Bedding by Established Players

Most people spend around one-third of their lives in bed; thus, sleep could be remembered as one of the best therapeutic activities. Many established players are redesigning bedding products to contribute to healthy sleep, with additional features that help rejuvenate and improve one's health. DermaTherapy Sheets, offered by Dermatherapy, are high-quality sheets designed for those with various skin conditions. It is scientifically engineered and has clinically proven benefits, such as reduced skin irritation and improved skin appearance.

As per the American College of Allergy, Asthmas & Immunology (ACAAI), more than 45 million people in the U.S. suffer from allergies yearly. Itching, sneezing, wheezing, or nasal congestion may reduce the good quality sleep people with allergies have. These issues can be caused or enhanced by the poor quality of duvets, pillows, mattresses, and sheets. BedCare All-Cotton Allergy Comforter Covers by National Allergy Supply provides complete protection from dust mites and their allergens, pet allergens, dander, and even bed bugs, leading to healthier sleep. Such developments in the bedding industry are expected to create opportunities for market growth.

Regional Analysis

Based on region, the global home bedding market is bifurcated into North America, Europe, Asia-Pacific, Central and South America, and the Middle East and Africa. 

Asia-Pacific Dominates the Global Market

Asia-Pacific is the most significant global home bedding market shareholder and is anticipated to exhibit a CAGR of 9.2% during the forecast period. The Asia-Pacific home bedding market has been undergoing rapid changes. The dominance of the home textile market in the region through countries such as China, India, and Japan has resulted in the abundant availability of bedding textiles, thereby boosting the application of bedding products in residential and commercial sectors. According to blogs by Fibre2Fashion, in 2018, Asia-Pacific was home to 60% of the global population and accounted for a share of 44% in the global home textile industry. Large-scale utilization of bed linens and mattresses owing to the robust growth of construction activities in residential sectors is boosting product sales in Asia-Pacific.

Additionally, the launch of new products in developed economies of the region, including Japan and Malaysia, has been driving the home bedding market in the region. In May 2019, Japan's affordable fashion brand Uniqlo launched bed linen under its product line AIRism. The line includes semi-double size fitted sheets priced at JPY 2,900 (USD 27), a semi-double comforter cover priced at JPY 2,990, and pillowcases priced at JPY 590 each.

North America is estimated to exhibit a CAGR of 8.9% over the forecast period. The demand for organic products has been noted in every consumer goods segment, and the same holds for the home bedding market. People tend to spend a substantial amount of time in bed, which makes it important to ensure that the bedding aids in one's well-being rather than diminish it. Companies in the North American home bedding market have been implementing various corporate strategies to achieve instant inorganic growth, with partnerships being one of the most vital strategies. For instance, in January 2020, SleepScore Labs partnered with Serta Simmons Bedding (SSB). The two companies have been exploring the effects of sleeping on the Serta iComfort CF4000 mattress and its ability to provide comfortable and restful sleep. SleepScore Labs and SSB collaborated to put consumers at the center of mattress research and development.

Europe is a vast and ever-growing market and a lucrative avenue for home bedding companies looking to expand globally. The region provides ample opportunities for these players to expand into this established market. In addition, gaining access to any European Union market is advantageous for global businesses. According to Euractiv, Europe was the world's second-largest textiles and fashion goods exporter in 2018. This presents the regional home bedding market with numerous growth opportunities in the future. The growing incidence of sleep deprivation owing to the discomfort caused by pillows and mattresses has driven consumers to opt for high-end natural pillows for greater comfort and sound sleep.

In addition, many owner-occupied houses in the region also drive consumer spending on bedroom furnishings, including bedding products. According to Eurostat of the European Commission, most of the population in EU member states lived-in owner-occupied houses in June 2019, including 51.4% in Germany and 96.8% in Romania.

In Central and South America, continuous expansion in residential projects is expected to result in a greater number of bedrooms, thereby increasing the application of bedding products such as mattresses, duvets, pillows, linen, and quilts. In addition, trade shows of the industry in the region are increasing consumer awareness about new product launches, which is also driving the demand for various bedding products. For instance, Sao Paulo hosts the largest mattress trade show in Central and South America. The event is held with the support of the Brazilian Mattress Industry Association (Abicol) and Desana Editorial, the publisher of the magazine Revista Colchões & Quartos.

In the Middle East and Africa region, increasing research and development is expected to drive product launches, leading to improved consumer attraction. Companies have been collaborating to innovate home bedding products. In March 2018, Allergy Standards and Welspun broadened their relationship to offer asthma & allergy-friendly Certified bedding in the Gulf States.

Segmental Analysis

The global home bedding market is segmented by type and distribution channel.

Based on type, the global home bedding market is segmented into bed linen, mattress, blankets, pillows, and others. 

The bed linen segment owns the highest market share and is predicted to exhibit a CAGR of 9.3% over the forecast period. Bed linen includes all the products laid above the mattress for hygiene, warmth, protection of the mattress, and decorative effect. Softness is a major parameter based on which consumers buy these products, with 100% cotton sheets being the most popular. Although polyester blends offer more durability and wrinkle resistance, consumers tend to reject those qualities over the suppleness of authentic cotton, especially that of long-fiber weaves like Egyptian, Pima, or Supima cotton. Trendy, eco-friendly bamboo sheets also deliver a smooth and comfortable experience. In addition, the products under this category have evolved over the years and offer more than mere comfort today. For instance, in March 2019, NeuropathyLinen launched the world's first bed linen, promoting a healthy sleep pattern and comfort for neuropathy patients. The product was launched on the crowdfunding site Indiegogo.

Pillows today, along with providing comfort, are also used for therapy and décor. They aid in better sleeping patterns by providing proper support to the head and neck while lying down. Pillows designed for back support while sitting are also available in the market. Pillows have a short life since they accumulate oil, dirt, dead skin cells, and sometimes mites and microscopic insects with regular use. As a result, they need to be replaced every few years, making them a high-volume product. In addition, pillows are available in various shapes, sizes, and materials. Cylindrical pillows, or bolsters or rolls, add to a room's aesthetics or extra comfort on a bed or couch while sitting or sleeping. Pillows commonly available in the market are filled with memory foam, latex foam, polyurethane foam, wool, down, feathers, cotton, polyester, or buckwheat hull.

Based on distribution channels, the global home bedding market is bifurcated into offline and online distribution channels.

The supermarkets and hypermarkets segment dominates the global market and is predicted to exhibit a CAGR of 8.2% over the forecast period. An increasing number of supermarkets and hypermarkets have begun offering various bedding products due to rising consumer adoption. Customers benefit from shopping at such outlets owing to lower product prices and the availability of a wide variety of household products under one roof. At the same time, these outlets earn high profits due to high turnovers. In addition, a growing number of manufacturers appear to be in direct competition with other distribution channels by selling their goods in their retail stores. These retailers have end-to-end control over manufacturing as well as distribution. They are in charge of producing home bedding items as well as warehousing and storing them. The goods are stored in bulk and made available per customer requirements. This helps in ensuring the uninterrupted availability of the goods.

Company portals and e-commerce websites are significant online channels. In the coming years, the online segment is anticipated to grow considerably due to the increasing number of online shoppers who prefer multiple e-commerce platforms. Additionally, the availability of a vast selection of products from domestic and international actors on online platforms is anticipated to increase consumer preference for e-commerce platforms. The availability of exclusive products has been driving sales through company portals. On the other hand, the availability of alternative options on e-commerce websites and through start-up e-retailers has been driving the growth of e-commerce websites.

Recent Developments

• March 2023- VFI Group declared its partnership with US-based Serta Simmons Bedding to establish two units to produce high-end luxury mattresses for the Indian market.
• April 2023- Serta Simmons Bedding announced that it is releasing its new Serta Ideal Sleeper and Serta iComfortECO collections to retailers and enhancing its Serta.com website. The enhancements will provide users with a more streamlined research and purchasing experience.