This all-new SBI report, The U.S. Market for Organic and Eco-friendly Home Textiles, employs quantitative and qualitative methodologies to analyze the current state of this market, pinpoint strengths and weaknesses, and identify opportunities.

While about 85% of retail sales of organic fiber products are credited to apparel, according to the Organic Trade Association and Organic Exchange, dollar volume in the home textiles segment have shown year-to-year double-digit increases, and trade groups foresee continuing strong growth at least through 2010. An increasingly diverse product mix in eco-friendly home textiles should serve to heighten awareness and distribution. The entry into the market by well-known brands such as Ralph Lauren Home, Bed Bath & Beyond, and Target will also have a positive impact.

Scope and Methodology
In this report, SBI provides comprehensive data and analysis on the U.S. market for organic and other environmentally friendly home textiles. Report data were obtained from government sources (United States Department of Agriculture’s Foreign Agricultural Service and its Economic Research Service; United States Department of Commerce, International Trade Administration, Office of Textiles and Apparel; Department of Commerce, Bureau of the Census, Annual Survey of Manufactures), trade associations (Organic Trade Association and Organic Exchange), trade journals, business periodicals, and the popular press; company literature and websites and research services such as Simmons Market Research Bureau. All household linens are within the scope of this report for the purposes of discussion, analysis, and exploration. However, shipment data are based on official U.S. definitions.

What You’ll Get in this Report
SBI utilizes government and industry data to present the global and domestic markets for organic cotton and home textiles during the most recent five-year periods available, complete with specific import, export, and shipment values for each type of product. Global competition is discussed, including the United States’ trade deficit in both organics and home textiles. Market factors hindering and contributing to the growth of eco-friendly home textiles of all kinds are analyzed in detail, and SBI’s discussion of product trends reveals the measures industry participants are taking to produce environmentally friendly linens even as demand for organic materials outweighs supply. Marketing and promotional initiatives (and lack thereof) are examined and recommendations are made to maximize the effectiveness of marketing strategies. Industry pioneers are profiled, and detailed consumer information is provided, with an exploration of consumer purchasing behavior in three distinct categories.

How You Will Benefit from this Report
Any company—including suppliers, marketers, and retailers—that is engaged in the organic/eco-friendly segment of home textiles, or seeking to enter it, will find invaluable insights into this burgeoning market that, despite its promise, has been rarely been analyzed and quantified in a single source prior to this SBI report. Included in this study are recommendations for marketers seeking to grow their own sales as well as the market as a whole. Factors favoring growth, including rising environmental awareness, more attractive pricing, and the availability of products in mainstream retail channels, are examined. Obstacles to growth, including resistance and misconceptions among producers, retailers, and consumers, are also explored, along with how these hindrances can be remedied. Surprising findings about which consumers are most inclined to buy environmentally friendly household linens are revealed. The report as a whole delivers insights into prospects for mainstreaming the market.

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