Content of the study:
The household linen market - Italy

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MARKET OVERVIEW

1.1 Definition and scope of study

The household textiles sector, also known as household linen, includes all textile products intended for household furnishings and fittings. This sector can be subdivided into two basic product areas: "unpackaged household linen", mainly consisting of meter fabrics and bundled cuts, and "packaged household linen", which represents the main share of the sectoral supply.

The “packaged household linen” is almost entirely destined to final consumers, who tend to favor aspects such as practicality and readiness for use.

Regarding this type of product, this market can be divided in two main consumer bodies:

  • Household linen destined for household use, which are the final consumers
  • Household linen for contract markets i.e.  restaurants, hotels, holiday resorts, wellness centers, airlines and shipping companies, hospitals and barracks, reached either directly or through the industrial laundry channel.

These two areas are characterized by their own success factors and therefore respond to different competitive pressures. However, withing the scope of this study, we will focus only on the first one.

The contract market is characterized by a demand that is very sensitive to certain crucial variables such as price, resistance to washing, and the product’s functionality. In the family market there are also emotional and aesthetic variables for which the perceived message and targeted services are decisive. This particular area is characterized by a marked tendency to operate a strong segmentation, essentially based on stylistic content, perceived quality and the price variable, and translates into an increase in the number of collections presented. This trend seems to be confirmed by the interest shown in designer lines, gift proposals with attractive packaging and promotional incentives outside the traditional sales periods.

 It is also possible to make a further subdivision based on the different product categories that make up the household linen sector.

The following market segments are therefore identified:

  • Bed: linen, which includes products such as pillowcases, duvet covers, sheets and matching sheets, and bedding, which includes quilts, duvets, bedspreads, woollen blankets
  • Tableware: tablecloths, napkins (matching or loose), American sets, under plates and table covers and mats
  • Kitchen: dish towels, tea towels, aprons and pot holders (also matching)
  • Bath: towels, bathrobes, shower mats, hand/face towels
  • Everything else (carpets, upholstery, coasters etc.)

Italy has a strong historic consumption of household linens. Following the 2008 crisis, economic priorities shifted elsewhere for a while, however in recent years the market of household linens in Italy seems to have recovered with decisive growth year-on-year. Italy is one of the top countries with the highest volumes of bed linen cotton consumption in 2018 (50K metric ton). Italy had 27K metric ton volume of bed linen of cotton production in 2018.

Due to the COVID Pandemic, the manufacturing focus shifted to a certain degree away from home products and more towards hospital bed lining and cloth masks.The home textile industry in Italy is dominated by native companies such as Vincenzo Zucchi, Rubelli, Gabel Industria Tessile and Caleffi.

While almost everyone is prone to consuming this product, an inroad has been made with millennials and GenZ. With higher disposable incomes, who do not live with their parents, they tend to appreciate the aesthetic aspect of household linen. More conscientious consumers are also taking into mind the country of origin, sustainability in manufacturing and consumption, and labor practices when buying these products.

1.2 A Growing Global Market

The global linen market was estimated to be worth $***.* billion in **** and is expected to grow at a CAGR of *.*% to reach $***.* billion in ****. It is one of the most profitable markets in the global textile industry [***]. 

Size of the home linen market World, ****-****, billion USD Source: Fibre*Fashion CAGR: ...

1.3 State of the Italian Market

In the home textiles market in Italy, the diffusion of the "home living" concept is the main factor driving the sector, that is, the pleasure of furnishing the rooms of the house in such a way that they are cared for in every detail and almost have their own personality as ...

1.4 International Trade of Italian Home Linen

In order to analyze the state of the international trade of home linen, we will use the HS code ****: bed linen, table linen, toilet linen and kitchen linen. From the graph below, we can see how Italy is a net importer of home linen as imports of these products have always ...

1.5 COVID-19 Impact

One of the effects of the lockdowns caused by the Covid-** emergency is certainly the rediscovery of home living and the consequent re-evaluation of the value of space and comfort in home living. During the lockdown, domestic activities have also driven part of non-food purchases, a symptom that Italians have used ...

DEMAND ANALYSIS

2.1 Demand Characteristics

Compared to global consumers, Italians own on average more household textiles: ** bath towels (***). This path has been most likely influences by the emergence and increasing popularity of home linens provided by large home accessories and appliances companies such as IKEA and Leroy Merlin which generally sell cheaper home textiles than specialized ...

2.2 Consumer Profile and Habits

Italian home textiles and linens consumers are not evenly distributed over the peninsula. As the map and the annexed table below show, the highest average monthly family expenditure on these items is registered in northeastern regions in which Italians spend almost twice as much on them with respect to their peers ...

2.3 The Dynamics of the Real Estate Market

A determining factor in the demand for household linen is the evolution of the real estate market and the dynamics of the furniture market in Italy. Indeed, a household that invests in a home will tend to buy new furniture and consequently to acquire new accessories such as table linen, kitchen ...

2.4 Home Living: the New Trend Behind Home Linen

We can summarize the concept of "Home Living" by defining it as a new way of furnishing the home, a new way of understanding and caring for it in every detail, following the rules of fashion and its trends.

After a long period during which people did not give importance to ...

MARKET STRUCTURE

3.1 Market Value Chain

Source: ****

Actors in each stage of the textile value chain are represented in the image above, from fiber through finished products into distribution and sales. The home linens and textile furnishing value chain is an adaptation of the textile and apparel value chain which is characterized by textile components showing up ...

3.2 Production

For this side of the market, we consider here the data provided by ISTAT for the activities recorded under the ATECO code **.**.** "Manufacturing of bed, table and furniture linen". The number of enterprises involved in these activities in Italy has been on an increasing trend, growing by **.*% between **** and ****.

Evolution of ...

3.3 Distribution

For this side of the market, we consider here the data provided by ISTAT for the activities recorded under the ATECO code **.**.** "Retail trade of fabrics for clothing, furnishing and household linen". The number of enterprises active in this sector has been on a downward trend in the past * years, decreasing ...

3.4 Leading Italian Companies in the Home Textile Sector

The graph below illustrates the leading Italian companies in the home textile industry in Italy in ****, broken down by turnover. According to data, over the period of consideration, the leading Italian company in the home textile sector was Vincenzo Zucchi with a total turnover of over **.* million euros. Gabel Industria Tessile ...

ANALYSIS OF THE OFFER

4.1 Offer Typology

Household linen can be segmented into six types of products:

The bedding sheets, duvet covers, pillowcases; The bedding items : duvets, pillows, plaids, blankets, bedspreads, quilts, etc.; The bathroom linen : towels, gloves, bathrobes; The table linen : tablecloths, napkins; The kitchen linen : dishcloths, towels; The textile decoration : upholstery fabrics, curtains, sheers.

4.2 Pricing

Being the category of house linen extremely broad and encompassing many product categories, in order to analyze the price ranges in this market, we will select one product category from each main sub-division of the market and compare its prices across different companies.

The bedroom linen: sheets set; The bathroom linen: ...

4.3 House Linen Companies re-discover Natural Fibers

Textile companies, are trying to propose natural materials, whose production is environmentally friendly, in order to meet the growing concerns of consumers sensitive to sustainability issues. It is extremely likely that this trend will characterize future collections and could lead to a close association between the textile and agricultural sectors.

Recently, ...

REGULATION

5.1 Rules and Regulations

Textile products are defined as all products that, in their raw, semi-finished, worked, semi-manufactured, semi-packaged state, are exclusively composed of textile fibers, whatever the mixing or joining process used.

Are assimilated to textile products:

products whose textile fibers constitute at least **% by weight; fabrics, the textile components of which constitute at ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Vincenzo Zucchi
  • Gabel Industria Tessile
  • Dedar
  • Caleffi
  • Gentili Mosconi
  • Rubelli
  • Frette
  • IKEA Italia
  • Leroy Merlin Italia
  • Zara Home Italia
  • Maison du Monde

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Reviews (3)

The household linen market - France

Publicado en 31/05/2022 by Hokko

Very good study, complete with figures that helped me in my research

The household linen market - France

Publicado en 10/01/2022 by Sebastien wolff

Complete and detailed study on the types of articles. Surprising to note that on a global level, articles made of synthetic and artificial fibers are increasing while those made of natural fibers are decreasing


Businesscoot Response:

Hello Sebastien, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

The household linen market - France

Publicado en 23/02/2021 by Paul Grasset - Avalider

These market studies are a very good synthesis for any professional who wants to save time