The U.S. Market for Organic and Eco-Friendly Home Textiles

Table of Contents

Chapter 1: Executive Summary

• Scope
• Methodology
• Market Size and Growth
  • World Markets: Cotton
  • China Produces, Imports, and Uses the Most Cotton
  • The U.S. Exports the Most Cotton
  • Organic Cotton Represents a Fraction of the World Market-But That Fraction is Growing
  • U.S. Organic Cotton Imports Eclipse Exports
  • World Markets: Home Textiles
  • U.S. Imports
  • U.S. Exports
  • U.S. Market, Home Textiles
  • Value of Producer Shipments Declining
  • U.S. Market, Organic Home Textiles
  • Market Factors in Home Textiles
  • Market Factors in Organics
  • Imports, Exports Must Meet Standards of Destination Country
  • Industry Groups Foresee Strong Growth
  • Consumer Communication is a Critical Element in Growth
• Market and Product Trends
  • Higher Price Points, Lack of Awareness, Misconceptions Hinder Consumer Market for Eco-Friendly Textiles
  • Price Resistance Persists
  • Organic Textiles Historically Unfashionable, Lackluster
  • Consumers Lack Necessary Knowledge
  • Consumer Education Is Needed
  • Retailers, a Critical Link to Consumers, Are Dubious
  • Beyond Organic: Earth-friendly Initiatives and Innovations
  • Product Trends: Fiber-Related Claims Most Prevalent
• Distribution and Marketing
  • Many Organic Farmers Sell to Co-ops
  • Most Home Textiles Sold at Mass
  • Grocery Chains the Leading Channel for Non-food Organic Products
  • Inflated, Unsubstantiated Claims Hurt Credibility
  • The Industry Steps Up to the Challenge
  • Major Retailers Roll Out Environmentally Friendly Lines
  • Marketing, Merchandising Can Educate As Well As Promote
  • The Web Is an Effective, Cost-Efficient, Eco-friendly Means of Communication
• Company Profiles
  • Columbine Cody Corp.
  • Coyuchi, Inc.
  • High Desert Naturals, Inc.
  • Under the Canopy
• The Consumer
  • The Spirit Is Willing, But the Flesh is Weak
  • Inclination to Pay More for Environmental Friendliness: Two Key Demographic Trends
  • Other Pertinent Findings

Chapter 2: Market Size and Growth

• Scope
• Methodology
• World Markets: Cotton
  • China Produces, Imports, and Uses the Most Cotton
  • Table 2-1 World Cotton Production, by Country, Market Years 2003/04-2007/08 (Season Beginning August 1) in thousands of metric tons
  • Table 2-2 World Cotton Imports, By Country, Market Years 2003/04-2007/08 (Season Beginning August 1) in thousands of metric tons
  • Table 2-3 World Cotton Use, by Country, Market Years 2003/04-2007/08 (Season Beginning August 1) in thousands of metric tons
  • The U.S. Exports the Most Cotton
  • Table 2-4 World Cotton Exports, by Country, Market Years 2003/04-2007/08 (Season Beginning August 1) in thousands of metric tons
  • Organic Cotton Represents a Fraction of the World Market-But That Fraction is Growing
  • U.S. Organic Cotton Imports Eclipse Exports
  • Table 2-5: U.S. Certified Organic Acreage of Cotton, 2000-2005
• World Markets: Home Textiles
  • U.S. Imports
  • Definitions
  • Cotton Sheets, Towels Account for 40% of U.S. Imports
  • Table 2-6 Share of U.S. Imports of Home Textiles, by Type of Product, 2006 (Shipments in millions of dollars)
  • Table 2-7 U.S. Value of Import Product Shipments, Home Textiles, By Type, 2002-2006 Category Code 361 ($1,000,000)
  • China, Pakistan, India Dominate Home Textile Exports to U.S.
  • Table 2-8 U.S. Value of Imports, Shipments of Home Textiles, Major Shippers, 2002-2006 (U.S. Dollars)
  • Table 2-9 U.S. Value of Imports, Shipments of Cotton Sheets, Major Shippers, 2005-2006 Category Code 361($1,000,000)
  • Table 2-10 U.S. Value of Imports, Shipments of Cotton Terry/Other Pile Towels, Major Shippers, 2005-2006 Category Code 363 ($1,000,000)
  • Table 2-11 U.S. Value of Imports, Shipments of Cotton Bedspreads/Quilts, Major Shippers, 2005-2006 Category Code 362 ($1,000,000)
  • Table 2-12 U.S. Value of Imports, Shipments of Cotton Pillowcases, Major Shippers, 2005-2006 Category Code 360 ($1,000,000)
  • Table 2-13 U.S. Value of Imports, Shipments of Wool Blankets, Major Shippers, 2005-2006 Category Code 464 ($1,000,000)
  • Table 2-14 U.S. Value of Imports, Shipments of Towels, Silk/Veg. Blends, Major Shippers, 2005-2006 Category Code 863 ($1,000,000)
  • Table 2-15 U.S. Value of Imports, Shipments of Other Manmade Fiber Furnishings, Major Shippers, 2005-2006 Category Code 666 ($1,000,000)
  • U.S. Exports
  • Definitions
  • Table 2-16 Share of U.S. Exports, by Type of Product, 2006 (Shipments in thousands of dollars)
  • Table 2-17 U.S. Value of Home Textile Shipments Exported, 2002-2006 ($1,000)
  • Leading Export Markets for the United States Are in North America
  • Table 2-18 U.S. Value of Home Textile Shipments Exported to Canada, 2002-2006 ($1,000)
  • Table 2-19 Canada' s Share of U.S. Home Textile Exports, 2002-2006 ($1,000)
  • Table 2-20 U.S. Value of Home Textile Shipments Exported to Mexico, 2002-2006 ($1,000)
  • Table 2-21 Mexico' s Share of U.S. Home Textile Exports, 2002-2006 ($1,000)
  • Fastest Growing Export Markets Include South Korea and the U.K.
  • Table 2-22 Fastest-Growing Export Markets for Bedroom Furnishings ($1,000)
  • Table 2-23 Fastest-Growing Export Markets for Miscellaneous Household Furnishings ($1,000)
• U.S. Market, Home Textiles
  • Definitions
  • Value of Producer Shipments Declining
  • Table 2-24 Value of U.S. Home Textile Product Shipments, 2002-2006 ($1,000)
  • U.S. Home Textiles an $11.5 Billion Market
  • Table 2-25 Value of U.S. Home Textile Market, 2002-2006 ($1,000)
• U.S. Market, Organic Home Textiles
  • A Small But Growing Portion of the Organic Fiber Segment
  • Balance of Trade Is Skewed
• Market Factors in Home Textiles
  • Number of Households Is Rising...
  • Table 2-26 Number of U.S. Households: 2003-2007 (Numbers in thousands. Reference date is July 1)
  • ...As, Accordingly, Are Housing Starts and Units...
  • Table 2-27 Projected Housing Starts, 2002-2006 (1,000s of One-Family Units)
  • Table 2-28 Annual Estimates of U.S. Housing Units, 2002-2006 Reference date is July 1
  • But Household Size Is Gradually Declining
  • Square Footage of New Homes Expanding
  • Table 2-29 Square Feet of Floor Area in New One-Family Houses Completed, 2002-2006
  • Table 2-30 Number of Bedrooms in New One-Family Houses Completed, 2002-2006
  • Table 2-31 Number of Bathrooms in New One-Family Houses Completed, 2002-2006
  • Home Improvements Remain Surprisingly Robust
  • Table 2-32 Expenditures for Residential Improvements and Repairs, 2002-2006 Seasonally Adjusted Annual Rate in Millions of Dollars
  • Table 2-33 Expenditures by Type of Job, Owner-Occupied Properties: 2002- 2006 ($1,000,000)
  • Second Home Ownership Rates Inch Up
• Market Factors in Organics
  • Imports, Exports Must Meet Standards of Destination Country
  • Organic Regulation a Double-edged Sword, Constraining Producers but Promoting Consumer Confidence
  • Limited Supplies of Organic Textiles Limit Market; Other Eco-Friendly Materials Expand It
  • Higher Price Points May Dissuade Consumers But Encourage Farmers
  • Earth-Friendlier Materials and Processes Expand the “Green” Market
  • Income Affects Inclination to Buy Organics
  • Table 2-34 Percentage of U.S. Consumers Would Pay More for Environmentally Friendly Products, By Income Base: 110,444 Households
  • Industry Groups Foresee Strong Growth
  • The “Fudge Factor” Will Grow the Non-Organic Segment
  • Consumer Communication is a Critical Element in Growth

Chapter 3: Market and Product Trends

• Higher Price Points, Lack of Awareness, Misconceptions Hinder Consumer Market for Eco-Friendly Textiles
  • Price Resistance Persists
  • Organic Textiles Historically Unfashionable, Lackluster
  • Home Textiles go High-Tech
  • Consumers Lack Necessary Knowledge
  • Consumer Education Is Needed
  • Retailers, a Critical Link to Consumers, Are Dubious
  • Beyond Organic: Earth-friendly Initiatives and Innovations
    • Fibers
    • Bamboo
    • Hemp
    • Modal/beech
    • Lyocell (Tencel)
    • MicroCotton
    • Ingeo
    • SeaCell
    • Manufacturing Processes
    • Packaging
  • Product Trends: Fiber-Related Claims Most Prevalent
    • Table 3-35 Select Recent Product Introductions
    • Table 3-36(cont.) Select Recent Product Introductions

Chapter 4: Distribution and Marketing

• Distribution
  • Many Organic Farmers Sell to Co-ops
  • Most Home Textiles Sold at Mass
  • Grocery Chains the Leading Channel for Non-food Organic Products
• Marketing
  • Inflated, Unsubstantiated Claims Hurt Credibility
  • The Industry Steps Up to the Challenge
  • Major Retailers Roll Out Environmentally Friendly Lines
  • Marketing, Merchandising Can Educate As Well As Promote
  • Bed Bath & Beyond Informs at Shelf Level
  • The Web Is an Effective, Cost-Efficient, Eco-friendly Means of Communication

Chapter 5: Company Profiles

• Columbine Cody Corp.
  • Key Facts
  • Product Portfolio
  • Distribution and Strategy
  • Recent Developments
• Coyuchi, Inc.
  • Key Facts
  • Product Portfolio
  • Distribution and Strategy
  • Recent Developments
• High Desert Naturals, Inc.
  • Key Facts
  • Product Portfolio
  • Distribution and Strategy
• Under the Canopy
  • Key Facts
  • Product Portfolio
  • Distribution and Strategy

Chapter 6: The Consumer

• The Spirit Is Willing, But the Flesh is Weak
• Inclination to Pay More for Environmental Friendliness: Two Key Demographic Trends
  • Table 6-37 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, 2006 Base: 110,444 Households
  • Table 6-38 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Age, 2006
  • Base: 110,444 Households
  • Table 6-39 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Sex, 2006
  • Base: 110,444 Households
  • Table 6-40 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Race, 2006
  • Base: 110,444 Households
  • Hispanics and Asians Incline to Pay More for Environmentally
  • Friendly Products
  • Table 6-41 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Region, 2006 Base: 110,444 Households
  • Table 6-42 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Education, 2006 Base: 110,444 Households
  • Table 6-43 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Income, 2006 Base: 110,444 Households
  • Table 6-44 Percentage of U.S. Consumers Who Would Pay More for Environmentally Friendly Products, by Presence of Children in the Household, 2006 Base: 110,444 Households
• Sixty Percent of Consumers Purchase Household Linens
  • Table 6-45 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, 2006 Base: 110,444 Households
  • Table 6-46 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Age, 2006 Base: 110,444 Households
  • Table 6-47 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Sex, 2006 Base: 110,444 Households
  • Table 6-48 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Race, 2006 Base: 110,444 Households
  • Table 6-49 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Region, 2006 Base: 110,444 Households
  • Table 6-50 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Education, 2006 Base: 110,444 Households
  • Table 6-51 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Income, 2006 Base: 110,444 Households
  • Table 6-52 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Presence of Children in the Household, 2006 Base: 110,444 Households
  • Table 6-53 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Type of Residence, 2006 Base: 110,444 Households
  • Table 6-18 Percentage of U.S. Consumers Who Purchased Any Bedding, Bath, or Household Linens in the Past 12 Months, by Value of Residence, 2006 Base: 110,444 Households
  • Selected Demographics of Sheet/Pillowcase Purchasers
  • Table 6-54 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Age, 2006
  • Table 6-20 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Sex, 2006
  • Table 6-21 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Race, 2006
  • Table 6-22 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Region, 2006
  • Table 6-55 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Household Income, 2006
  • Table 6-56 Percentage of U.S. Consumers Who Bought Sheets/Pillowcases in the past 12 months, by Presence of Children in the Household, 2006
  • Selected Demographics of Towel Purchasers
  • Table 6-57 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Age, 2006
  • Table 6-58 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Sex, 2006
  • Table 6-59 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Race, 2006
  • Table 6-60 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Region, 2006
  • Table 6-61 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Household Income, 2006
  • Table 6-30 Percentage of U.S. Consumers Who Bought Towels in the past 12 months, by Presence of Children in the Household, 2006
  • Selected Demographics of Comforter/Quilt Purchasers
  • Table 6-31 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Age, 2006
  • Table 6-62 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Sex, 2006
  • Table 6-63 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Race, 2006
  • Table 6-64 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Region, 2006
  • Table 6-65 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Household Income, 2006
  • Table 6-66 Percentage of U.S. Consumers Who Bought Comforters/Quilts in the past 12 months, by Presence of Children in the Household, 2006
  • Selected Demographics of Tablecloth/Napkin Purchasers
  • Table 6-67 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Age, 2006
  • Table 6-68 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Sex, 2006
  • Table 6-69 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Race, 2006
  • Table 6-40 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Region, 2006
  • Table 6-70 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Household Income, 2006
  • Table 6-71 Percentage of U.S. Consumers Who Bought Tablecloths/Napkins in the past 12 months, by Presence of Children in the Household, 2006
  • Selected Demographics of Blanket Purchasers
  • Table 6-72 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Age, 2006
  • Table 6-73 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Sex, 2006
  • Table 6-74 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Race, 2006
  • Table 6-75 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Region, 2006
  • Table 6-76 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Household Income, 2006
  • Table 6-77 Percentage of U.S. Consumers Who Bought Blankets in the past 12 months, by Presence of Children in the Household, 2006
  • Inclination to Pay More for Green Indexes About Average for Home Textile Consumers
  • Table 6-78 Percentage of U.S. Consumers Who Purchased Bedding, Bath, or Household Linens in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Type of Product, 2006 Base: 110,444 Households
  • Table 6-79 Percentage of U.S. Consumers Who Purchased Bedding, Bath, or Household Linens in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-80 Percentage of U.S. Consumers Who Purchased Bed Pillows in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-81 Percentage of U.S. Consumers Who Purchased Sheets/Pillowcases in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-82 Percentage of U.S. Consumers Who Purchased Towels in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-83 Percentage of U.S. Consumers Who Purchased Comforters/Quilts in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-84 Percentage of U.S. Consumers Who Purchased Tablecloths/Napkins in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-85 Percentage of U.S. Consumers Who Purchased Blankets in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households
  • Table 6-86 Percentage of U.S. Consumers Who Purchased Draperies/Curtains in the Past 12 Months and Would Pay More for Environmentally Friendly Products, By Amount Spent, 2006 Base: 110,444 Households

Appendix: Selected Marketers