COVID-19 update included
The content of this report will be updated with the latest scenarios based on the global COVID-19 Pandemic


Market growth will be limited to 0.3% in 2017 as the replacement-driven bathroom textiles market dampens amid a challenging economic environment. Limited growth will continue through 2018, improving in 2019 onwards. Over the next five years, the bathroom textiles market is forecast to grow 8.7%.

Prices are expected to rise in the short to medium term as the supply of Egyptian cotton is limited and raw materials become more expensive for retailers; this will impact consumer willingness to spend. Online penetration is 15.1% in 2017, growing 3.2% in the last year, as consumers gain confidence buying online.

Homewares specialist Dunelm leads the bathroom textiles market with 7.5%, followed by premium trusted department store John Lewis with 6.7%. Value players IKEA (4.0%) and B&M (3.9%) will gain share as consumers seek low-cost options. IKEA will continue to increase share following the opening of two new stores in Sheffield and Reading. IKEA is well placed to improve its bathroom textiles offer and appeal to consumers who are looking for good value design-led items.

B&M has been growing share in bathroom textiles, driven by new store openings. However, B&M’s growth is capped because the retailer does not have a transactional website.

Three-quarters of consumers bought to replace an item, the primary reason, followed by 41.9% who bought for a new look. Nearly half of consumers (47.8%) bought from a supermarket in the last 12 months. This makes supermarkets the second most used channel after high street stores. Tesco and Asda sit within the top five used retailers, with Sainsbury’s just behind, in sixth place.

Consumers seek retailers with regular discounts; this store driver increased 9.9 ppts on 2015, as consumers demand low prices during an uncertain economic climate. Own brand is more important than branded items in bathroom textiles, with 93.2% choosing own brand.

The report "Bathroom Textiles 2017" offers comprehensive insight and analysis of the UK market, the major players, the main trends, and consumer attitudes. It also provides forecasts to 2022. Moreover this report provides in depth analysis of Market, retailer and consumer headlines, Market sizes and predictions for growth, profiles of the key retailers and Average spend at a product category level.

Companies mentioned in this report: Debenhams, Dunelm, John Lewis, Marks & Spencer, Matalan, The White Company


  • Online is becoming an increasingly used channel for bathroom textiles, however, consumers spend little time researching bathroom textile products before buying. 68.5% spent less than an hour undertaking research before purchasing items.
  • Home specialists and grocers are the retailer categories with the highest share of the bathroom textiles market. Nearly half of consumers (47.8%) cited that they bought bathroom
  • textiles from a supermarket in the last 12 months.
  • Homewares specialist Dunelm leads the bathroom textiles market followed by department store John Lewis. Value players IKEA and B&M will gain share as consumers seek low-cost options.

Reasons To Buy

  • Utilise our five-year market size and growth forecasts to 2022 for the total market, individual sub-categories, online penetration and channels of distribution to enable targeted investment in high performing areas.
  • Identify the major retailers in the bathroom textiles market, market shares 2015-2017 and future performance prospects.
  • Utilise our in-depth analysis of how and why each retailer is performing as it is in the market to allow for benchmarking and provide a strategic advantage.
  • Recognise which consumers to target and how to drive spend from them by utilising our shopper penetration data and understanding what influences their retailer selection and spending motivations.
  • Understand how the online channel will impact upon bedroom textiles by using our online penetration and expenditure forecasts and analysis on channels and online fulfilment.