NPD: Bath Towels a Leading Growth Category in Textiles Last Year
September 15, 2011,
PORT WASHINGTON, N.Y.-Despite the struggling economy, there were some key growth categories in textiles last year, according to The NPD Group.
In a listing of the top five dollar growth categories, based on retail sales between August 2010 and July 2011, all of the top performers were individual or open stock items. The top two categories, bath towels or sheets and pillow cases, followed up a year of declines and exceeded sales levels of two years ago, according to NPD.
The top five dollar growth categories in the aforementioned time frame were: bath towels or bath sheets, pillow cases, placemats, wash or face cloths and decorative bed pillows.
Sheet sets continue to be the largest category based on dollar sales within bedding and the overall home textiles market (including bath, bed, window treatments, and kitchen and dining), according to NPD, at $2.1 billion in the 12 months ending July 2011, up slightly over the previous 12 months. Bath towels or bath sheets take the top spot for the bath segment, with $1 billion in sales, a double-digit increase over last year. In the window treatments category, drapery panels/panel sets are the top seller, with $700 million in sales between August 2010 and July 2011, up double-digits compared to the prior year. In the kitchen and dining segment, kitchen rugs represented $247 million in sales, and were the top selling category in the kitchen and dining segment, down slightly from the 12 months ending July 2010.
"When it comes to home textiles and home fashions, consumers are easing their way back into splurge spending," said Debra Mednick, executive director at The NPD Group. "Consumers are telling us that, while price is still top of mind, how the product looks is also a top purchase motivator, and more important than it was a year ago. Their focus is still on the practical necessities, but they have not lost the desire for decor."