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
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
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
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