The U.S. Market for Organic and Eco-Friendly Home Textiles

Jan 1, 2008
116 Pages - Pub ID: SB1495188
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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.

Chapter 1: Executive Summary
  • Scope
  • Methodology
  • Market Size and Growth
    • World Markets: Cotton
    • China Produces, Imports, and Uses the Most Cotton
    • The U.S. Exports the Most Cotton
    • Organic Cotton Represents a Fraction of the World Market—But That Fraction is Growing
    • U.S. Organic Cotton Imports Eclipse Exports
    • World Markets: Home Textiles
    • U.S. Imports
    • U.S. Exports
    • U.S. Market, Home Textiles
    • Value of Producer Shipments Declining
    • U.S. Market, Organic Home Textiles
    • Market Factors in Home Textiles
    • Market Factors in Organics
    • Imports, Exports Must Meet Standards of Destination Country
    • Industry Groups Foresee Strong Growth
    • Consumer Communication is a Critical Element in Growth

  • Market and Product Trends
    • Higher Price Points, Lack of Awareness, Misconceptions Hinder Consumer Market for Eco-Friendly Textiles
    • Price Resistance Persists
    • Organic Textiles Historically Unfashionable, Lackluster
    • Consumers Lack Necessary Knowledge
    • Consumer Education Is Needed
    • Retailers, a Critical Link to Consumers, Are Dubious
    • Beyond Organic: Earth-friendly Initiatives and Innovations
    • Product Trends: Fiber-Related Claims Most Prevalent

  • Distribution and Marketing
    • Many Organic Farmers Sell to Co-ops
    • Most Home Textiles Sold at Mass
    • Grocery Chains the Leading Channel for Non-food Organic Products
    • Inflated, Unsubstantiated Claims Hurt Credibility
    • The Industry Steps Up to the Challenge
    • Major Retailers Roll Out Environmentally Friendly Lines
    • Marketing, Merchandising Can Educate As Well As Promote
    • The Web Is an Effective, Cost-Efficient, Eco-friendly Means of Communication

  • Company Profiles
    • Columbine Cody Corp.
    • Coyuchi, Inc.
    • High Desert Naturals, Inc.
    • Under the Canopy

  • The Consumer
    • The Spirit Is Willing, But the Flesh is Weak
    • Inclination to Pay More for Environmental Friendliness: Two Key Demographic Trends
    • Other Pertinent Findings

Chapter 2: Market Size and Growth

  • Scope
  • Methodology
  • World Markets: Cotton
    • China Produces, Imports, and Uses the Most Cotton
    • Table 2-1 World Cotton Production, by Country, Market Years 2003/04-2007/08 (Season Beginning August 1) in thousands of metric tons
    • Table 2-2 World Cotton Imports, By Country, Market Years 2003/04-2007/08 (Season Beginning August 1) in thousands of metric tons
    • Table 2-3 World Cotton Use, by Country, Market Years 2003/04-2007/08 (Season Beginning August 1) in thousands of metric tons
    • The U.S. Exports the Most Cotton
    • Table 2-4 World Cotton Exports, by Country, Market Years 2003/04-2007/08 (Season Beginning August 1) in thousands of metric tons
    • Organic Cotton Represents a Fraction of the World Market—But That Fraction is Growing
    • U.S. Organic Cotton Imports Eclipse Exports
    • Table 2-5: U.S. Certified Organic Acreage of Cotton, 2000-2005

  • World Markets: Home Textiles
    • U.S. Imports
    • Definitions
    • Cotton Sheets, Towels Account for 40% of U.S. Imports
    • Table 2-6 Share of U.S. Imports of Home Textiles, by Type of Product, 2006 (Shipments in millions of dollars)
    • Table 2-7 U.S. Value of Import Product Shipments, Home Textiles, By Type, 2002-2006 Category Code 361 ($1,000,000)
    • China, Pakistan, India Dominate Home Textile Exports to U.S.
    • Table 2-8 U.S. Value of Imports, Shipments of Home Textiles, Major Shippers, 2002-2006 (U.S. Dollars)
    • Table 2-9 U.S. Value of Imports, Shipments of Cotton Sheets, Major Shippers, 2005-2006 Category Code 361($1,000,000)
    • Table 2-10 U.S. Value of Imports, Shipments of Cotton Terry/Other Pile Towels, Major Shippers, 2005-2006 Category Code 363 ($1,000,000)
    • Table 2-11 U.S. Value of Imports, Shipments of Cotton Bedspreads/Quilts, Major Shippers, 2005-2006 Category Code 362 ($1,000,000)
    • Table 2-12 U.S. Value of Imports, Shipments of Cotton Pillowcases, Major Shippers, 2005-2006 Category Code 360 ($1,000,000)
    • Table 2-13 U.S. Value of Imports, Shipments of Wool Blankets, Major Shippers, 2005-2006 Category Code 464 ($1,000,000)
    • Table 2-14 U.S. Value of Imports, Shipments of Towels, Silk/Veg. Blends, Major Shippers, 2005-2006 Category Code 863 ($1,000,000)
    • Table 2-15 U.S. Value of Imports, Shipments of Other Manmade Fiber Furnishings, Major Shippers, 2005-2006 Category Code 666 ($1,000,000)
    • U.S. Exports
    • Definitions
    • Table 2-16 Share of U.S. Exports, by Type of Product, 2006 (Shipments in thousands of dollars)
    • Table 2-17 U.S. Value of Home Textile Shipments Exported, 2002-2006 ($1,000)
    • Leading Export Markets for the United States Are in North America
    • Table 2-18 U.S. Value of Home Textile Shipments Exported to Canada,
    • 2002-2006 ($1,000)
    • Table 2-19 Canada’s Share of U.S. Home Textile Exports, 2002-2006
    • ($1,000)
    • Table 2-20 U.S. Value of Home Textile Shipments Exported to Mexico, 2002-2006 ($1,000)
    • Table 2-21 Mexico’s Share of U.S. Home Textile Exports, 2002-2006
    • ($1,000)
    • Fastest Growing Export Markets Include South Korea and the U.K.
    • Table 2-22 Fastest-Growing Export Markets for Bedroom Furnishings
    • ($1,000)
    • Table 2-23 Fastest-Growing Export Markets for Miscellaneous Household Furnishings ($1,000)

  • U.S. Market, Home Textiles
    • Definitions
    • Value of Producer Shipments Declining
    • Table 2-24 Value of U.S. Home Textile Product Shipments, 2002-2006 ($1,000)
    • U.S. Home Textiles an $11.5 Billion Market
    • Table 2-25 Value of U.S. Home Textile Market, 2002-2006 ($1,000)

  • U.S. Market, Organic Home Textiles
    • A Small But Growing Portion of the Organic Fiber Segment
    • Balance of Trade Is Skewed

  • Market Factors in Home Textiles
    • Number of Households Is Rising...
    • Table 2-26 Number of U.S. Households: 2003-2007 [Numbers in thousands. Reference date is July 1]
    • ...As, Accordingly, Are Housing Starts and Units...
    • Table 2-27 Projected Housing Starts, 2002-2006
    • (1,000s of One-Family Units)
    • Table 2-28 Annual Estimates of U.S. Housing Units, 2002-2006 Reference date is July 1
    • But Household Size Is Gradually Declining
    • Square Footage of New Homes Expanding
    • Table 2-29 Square Feet of Floor Area in New One-Family Houses Completed, 2002-2006
    • Table 2-30 Number of Bedrooms in New One-Family Houses Completed, 2002-2006
    • Table 2-31 Number of Bathrooms in New One-Family Houses Completed, 2002-2006
    • Home Improvements Remain Surprisingly Robust
    • Table 2-32 Expenditures for Residential Improvements and Repairs, 2002-2006 Seasonally Adjusted Annual Rate in Millions of Dollars
    • Table 2-33 Expenditures by Type of Job, Owner-Occupied Properties: 2002- 2006 ($1,000,000)
    • Second Home Ownership Rates Inch Up

  • Market Factors in Organics
    • Imports, Exports Must Meet Standards of Destination Country
    • Organic Regulation a Double-edged Sword, Constraining Producers but Promoting Consumer Confidence
    • Limited Supplies of Organic Textiles Limit Market; Other Eco-Friendly Materials Expand It
    • Higher Price Points May Dissuade Consumers But Encourage Farmers
    • Earth-Friendlier Materials and Processes Expand the “Green” Market
    • Income Affects Inclination to Buy Organics
    • Table 2-34 Percentage of U.S. Consumers Would Pay More for Environmentally Friendly Products, By Income Base: 110,444 Households
    • Industry Groups Foresee Strong Growth
    • The “Fudge Factor” Will Grow the Non-Organic Segment
    • Consumer Communication is a Critical Element in Growth

Chapter 3: Market and Product Trends

  • Higher Price Points, Lack of Awareness, Misconceptions Hinder Consumer Market for Eco-Friendly Textiles
    • Price Resistance Persists
    • Organic Textiles Historically Unfashionable, Lackluster
    • Home Textiles go High-Tech
    • Consumers Lack Necessary Knowledge
    • Consumer Education Is Needed
    • Retailers, a Critical Link to Consumers, Are Dubious
    • Beyond Organic: Earth-friendly Initiatives and Innovations
      • Fibers
      • Bamboo
      • Hemp
      • Modal/beech
      • Lyocell (Tencel)
      • MicroCotton
      • Ingeo
      • SeaCell
      • Manufacturing Processes
      • Packaging

    • Product Trends: Fiber-Related Claims Most Prevalent
      • Table 3-35 Select Recent Product Introductions
      • Table 3-36[cont.] Select Recent Product Introductions

Chapter 4: Distribution and Marketing

  • Distribution
    • Many Organic Farmers Sell to Co-ops
    • Most Home Textiles Sold at Mass
    • Grocery Chains the Leading Channel for Non-food Organic Products

  • Marketing
    • Inflated, Unsubstantiated Claims Hurt Credibility
    • The Industry Steps Up to the Challenge
    • Major Retailers Roll Out Environmentally Friendly Lines
    • Marketing, Merchandising Can Educate As Well As Promote
    • Bed Bath & Beyond Informs at Shelf Level
    • The Web Is an Effective, Cost-Efficient, Eco-friendly Means of Communication

Chapter 5: Company Profiles

  • Columbine Cody Corp.
    • Key Facts
    • Product Portfolio
    • Distribution and Strategy
    • Recent Developments

  • Coyuchi, Inc.
    • Key Facts
    • Product Portfolio
    • Distribution and Strategy
    • Recent Developments

  • High Desert Naturals, Inc.
    • Key Facts
    • Product Portfolio
    • Distribution and Strategy

  • Under the Canopy
    • Key Facts
    • Product Portfolio
    • Distribution and Strategy

Chapter 6: The Consumer

  • The Spirit Is Willing, But the Flesh is Weak
  • Inclination to Pay More for Environmental Friendliness: Two Key Demographic Trends
    • Table 6-37 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, 2006 Base: 110,444 Households
    • Table 6-38 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Age, 2006
    • Base: 110,444 Households
    • Table 6-39 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Sex, 2006
    • Base: 110,444 Households
    • Table 6-40 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Race, 2006
    • Base: 110,444 Households
    • Hispanics and Asians Incline to Pay More for Environmentally
    • Friendly Products
    • Table 6-41 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Region, 2006 Base: 110,444 Households
    • Table 6-42 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Education, 2006 Base: 110,444 Households
    • Table 6-43 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Income, 2006 Base: 110,444 Households
    • Table 6-44 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Presence of Children in the Household, 2006 Base: 110,444 Households

  • Sixty Percent of Consumers Purchase Household Linens
  • Table 6-45 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, 2006 Base: 110,444 Households
  • Table 6-46 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Age, 2006 Base: 110,444 Households
  • Table 6-47 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Sex, 2006 Base: 110,444 Households
  • Table 6-48 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Race, 2006 Base: 110,444 Households
  • Table 6-49 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Region, 2006 Base: 110,444 Households
  • Table 6-50 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Education, 2006 Base: 110,444 Households
  • Table 6-51 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Income, 2006 Base: 110,444 Households
  • Table 6-52 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Presence of Children in the Household, 2006 Base: 110,444 Households
  • Table 6-53 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Type of Residence, 2006 Base: 110,444 Households
  • Table 6-18 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Value of Residence, 2006 Base: 110,444 Households
  • Selected Demographics of Sheet/Pillowcase Purchasers
  • Table 6-54 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Age, 2006
  • Table 6-20 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Sex, 2006
  • Table 6-21 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Race, 2006
  • Table 6-22 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Region, 2006
  • Table 6-55 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Household Income, 2006
  • Table 6-56 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Presence of Children in the Household, 2006
  • Selected Demographics of Towel Purchasers
  • Table 6-57 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Age, 2006
  • Table 6-58 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Sex, 2006
  • Table 6-59 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Race, 2006
  • Table 6-60 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Region, 2006
  • Table 6-61 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Household Income, 2006
  • Table 6-30 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Presence of Children in the Household, 2006
  • Selected Demographics of Comforter/Quilt Purchasers
  • Table 6-31 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Age, 2006
  • Table 6-62 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Sex, 2006
  • Table 6-63 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Race, 2006
  • Table 6-64 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Region, 2006
  • Table 6-65 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Household Income, 2006
  • Table 6-66 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Presence of Children in the Household, 2006
  • Selected Demographics of Tablecloth/Napkin Purchasers
  • Table 6-67 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Age, 2006
  • Table 6-68 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Sex, 2006
  • Table 6-69 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Race, 2006
  • Table 6-40 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Region, 2006
  • Table 6-70 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Household Income, 2006
  • Table 6-71 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Presence of Children in the Household, 2006
  • Selected Demographics of Blanket Purchasers
  • Table 6-72 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Age, 2006
  • Table 6-73 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Sex, 2006
  • Table 6-74 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Race, 2006
  • Table 6-75 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Region, 2006
  • Table 6-76 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Household Income, 2006
  • Table 6-77 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Presence of Children in the Household, 2006
  • Inclination to Pay More for Green Indexes About Average for Home Textile Consumers
  • Table 6-78 Percentage of U.S. Consumers Who Purchased Bedding, Bath, or Household Linens in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Type of Product, 2006 Base: 110,444 Households
  • Table 6-79 Percentage of U.S. Consumers Who Purchased Bedding, Bath, or Household Linens in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-80 Percentage of U.S. Consumers Who Purchased Bed Pillows in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-81 Percentage of U.S. Consumers Who Purchased Sheets/Pillowcases in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-82 Percentage of U.S. Consumers Who Purchased Towels in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-83 Percentage of U.S. Consumers Who Purchased Comforters/Quilts in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-84 Percentage of U.S. Consumers Who Purchased Tablecloths/Napkins in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-85 Percentage of U.S. Consumers Who Purchased Blankets in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-86 Percentage of U.S. Consumers Who Purchased Draperies/Curtains in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households

Appendix: Selected Marketers

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