The linen household textiles includes home decorating clothes like Bed Linen, Bath Linen, Table Linen, Kitchen Linen, Curtains, Linen Window Coverings, Aprons. Generally the fashion in household textiles does not change quickly and trends continue to remain same for nearly 3 to 4 years. The main competitive factors in the linen textile market are quality, design, customer service and price. Whereas brand names still play only a minor role in the linen home textile sector.
According to IKON Marketing Consultant's Global Market Outlook for Linen Household textiles : 2007-2014 the global market for linen household textile estimated at US $650 million during 2008. Further, the market for Linen Bed sheet observed as increasing in coming years but not at the pace with that of linen appeals. Whereas kitchen linen and bath linen market may observe stabilized sale figures.
On a global market outlook front, USA & WE are significant markets for linen household textiles. Germany is still the largest market for household textile despite a sharp fall in consumption in 2008, followed closely by the UK. Other important markets in the Western Europe are France, Italy and Spain. Five countries (Germany, UK, France, Italy and Spain) account for 75 percent of Western Europe linen household textiles consumption. China has the best growth prospects over the next 5 years. Whereas the Indian market for linen household textiles is very small in absolute as well as in relative terms. In 2008, it was $2.5 million, which represents very small market.
Consumers in Belgium, Norway and Sweden are the biggest spenders per capita on linen household textiles in the Eastern Europe. Given the Russian's natural propensity to buy linen products and to beautify one's home the linen household textiles market have bright future in Russia.
Talking especially about India, the linen household textile market is still in the nascent stage. The diversity of the country is evident in fashion sense as well. For instance, a particular color / texture / motif that is popular in one geographical area of the country may not entice buyers in another region. For this reason, it is very difficult to generalize about Indian consumer preferences in home textiles segment.
On the part of retailing and distribution of linen household textiles, the UK is one of the most concentrated in the world where as wholesalers play an important role in the distribution of linen household textiles in Russia. The share of retail chains, especially specialist furniture chains is growing, boosting sales in the linen home furnishings market in Russia.