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Supply Chain Insights: Home Textiles in Mexico

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stacked white towels

Mexican consumers spent Mex$44.3 billion (USD $2.3 billion) on home textile products in 2019. While a drop in spending due to the COVID-19 pandemic is expected in 2020, this market is projected to recover by 2022 and to show a 5-year growth of 12.1% with Mex$49.7 billion (USD 2.6 billion) spent in 2024.1

Consumers seek the benefits of soft, cool bedding, as 86% say they are more likely to buy sheets marketed to help them achieve better sleep.

Key Insights

Quality is a key purchase driver for consumers when it comes to home textiles.

Consumers see the role fiber plays in softness, quality, function, and comfort.

There is a lean into digital as consumers look to make their home a comfortable refuge.

80% believe quality sheets and bedding help you sleep better.

84% say that 100% cotton is important for home textiles.

52% look to digital sources for inspiration.

Consumer-Owned Home Textile Products

Towels

Avg. 19 owned

Sheet Sets

Avg. 12 owned

Bedding

Avg. 6 owned

Blankets

Avg. 6 owned

Average number of products owned

Purchase Drivers

Consumers purchase
home textile goods
like sheets, bedding,
and towels due to:

Sheets & Bedding

91% – Comfort
89% – Quality
87% – Durability
88% – Softness
80% – Perfect Features

Towels

89% – Quality
89% – Durability
82% – Softness
82% – Washes Clean
79% – Absorbency

stacked bedsheets

Fiber Content


83% say it’s important
to
know fiber content of

home textile products
because it tells them
about:

Sheets & Bedding

41% – Softness
48% – Quality
39% – Stay Warm/Cool
35% – Comfort
33% – Washes Clean

Towels

40% – Softness
47% – Quality
42% – Absorbency
33% – Washes Clean
35% – Comfort

4 stacked white towels

Market Opportunities

Physical stores play a strong role in consumers’ home textile shopping journey, from store displays for inspiration to in-store purchasing.

In the COVID-19 era, brands and retailers can ramp up their online efforts with solutions such as quality and money-back guarantees that allow consumers to try new products risk-free.

83% of consumers are willing to pay more for quality.

90% are more willing to buy a sheet marketed to keep you cool when sleeping.

Top 5 Reasons to Purchase New Home Textiles

Replacement
57%

New Style
39%

Desire
12%

Extra Set
22%

Advertising
12%

Sources of Inspiration

Retailer Sources of Inspiration

46% – Catalogs
51% – Displays/Window Shopping
38% – Friends/Family
36% – eCommerce Websites
35% – Social Media

Social Media Sources of Inspiration

84% – Facebook
64% – Instagram
44% – Pinterest
67% – YouTube

Where Purchases Were Made

Sheets & Bedding

30% – Mass Merchant
30% – Department Store
10% – Online Only
16% – Home Specialty

Towels

55% – Mass Merchant
25% – Department Store
  5% – Online Only
  7% – Home Specialty

Method of Last Purchase

19% – Online
  4% – Online for In-Store Pickup
77% – In-Store

For More Information Contact: Corporate Strategy & Insights at [email protected].
Source: All content sourced from Cotton Incorporated’s 2020 Home Textiles survey, a survey of 500 Mexican consumers conducted on March 12-15, 2020.
Additional Sources: 12020 Euromonitor International Economies and Consumers Annual Data