Four -piece European consumer market report on the bed

Image source: Tuwa Creative

The huge share of bed textiles in the European market is very stable, and the import volume has increased steadily with an average annual growth rate of 1.9%. As the main source of textiles in European beds, developing countries account for 62%of imports. This also makes the European market a citron for exporters. The market’s interest in natural materials, design, and sustainable development is advancing with the Japanese, which is providing opportunities for exporters. In addition, the story behind the product can further appreciate the product.


1. Product description

2. The factors of Europe as the textile market in bed

3. Inventory: Which countries in Europe have the largest demand

4. Inventory: What are the trends next?

1. Product description


This article studies the use of the following coordinated system number to display the trade situation of textiles on the bed:

Table one product encoding

1. bed cover

Although the bed cover is mainly a bed decoration, it can also be used as a blanket to provide warm -keeping function for customers. When the bed is the main focus of the room, changing the bed cover can easily change the room decoration.

There are many types of bedding fabrics, such as cotton, linen and wool. Common ones include blended cotton lines and mixed fabrics. Very high -end bed masks are luxurious, such as silk and cashmere. The design, style and patterns of the bed cover are both colorful and elegant, and each person’s taste can be included.

The size of the bed is different, depending on the specifications of the bed. The most common bed cover in Europe is:

• 140 x 200 cm

• 180 x 220 cm

• 200 x 280 cm

• 240 x 280 cm

• 210 x 270 cm

• 260 x 290 cm

Other sizes also depend on the needs of the target audience. In the early stages of cooperation, you can ask European buyers which specific size is needed.

2. Quilt

There are also many types of fabrics. Given that the quilt needs to be cleaned frequently, the most common fabrics are breathability and persistent cotton. Cotton can also mix with other artificial fibers to make ironing easier. Other uncommon raw materials include linen, silk, and polycats.

The quilt design has a variety of design, with supporting sheets, pillowcases and bed skirts. The style is all -encompassing, including flowers patterns, natural landscapes, geometric figures, illusion pictures, tropical and animal printing, photo printing, solid color and so on. Hand -to -hand is usually designed with patchwork and traditional embroidery.

The size of the set depends on the specifications of the bed. The most common quilt size in Europe is:

• 150 x 210 cm (single bed)

• 200 x 200 cm (double bed)

• 240 x 220 cm (extra -large bed)

• 260 x 220 cm (Super Grand Bed)

Other sizes also depend on the needs of the target audience. Generally, there will be no seams on the front and back of the quilt. For example, the width of the quilt of the double bed is not less than 220 cm. It is also the specification that the fabric supplier must refer to the weaving machine.

Second, Europe becomes a factor in the textile market in bed

Recently, the outbreak of the new crown epidemic and the number of large -scale global cases have greatly impact on the international trade and European market products and services (including home decoration and textiles). The following analysis is mainly used in the existing data from 2015 to 2019. Therefore, the impact prediction of the impact on the new crown epidemic in the European market and global supply chain is not discussed in this report.

Data One European bed textile import (unit: £ millions)

From 2015 to 2019, the import volume of textiles on European beds increased from 3.8 billion pounds to 4.1 billion pounds, with an average annual growth rate of 1.9%. From the perspective of existing data, the market share of textiles on the European market has a huge amount of market share. From 2015 to 2019, the average annual growth rate of textile imports on the global bed increased by 2%to 9.9 billion pounds. This also means that 41%of the import of textiles on the global bed belongs to Europe.

Developed countries are the main sources of textiles in European beds, supplying about 62%of imports. From 2015 to 2019, the import volume of developing countries was very stable; from 2015, the import volume reached 2.4 billion pounds, a slight increase to nearly 2.6 billion pounds in 2019. It can be seen that as an exporter of developing countries, Europe is a market that can be noted.

From the mid -term, how the textiles on the bed in the European market will not be known in the European market. The recent outbreak of the crown epidemic may cause some supply to interrupt, which is expected to affect the needs of home decoration and textile products, including textiles on the bed.

When the economic environment and prospects are in a sluggish state, consumers will delay the purchase of non -necessary supplies. This also means that consumers will only buy home textiles when textile supplies are damaged at home, including textiles on the bed. On the other hand, the blockade of many countries has allowed people to gradually focus on their own homes, and the growth of this kind of attention may also have a positive impact. At this stage, it is difficult to predict the exact impact of the new crown epidemic on people’s purchase decisions.

In the long run, the interest of health and sustainable development is increasing, especially among the high -intention audiences, it is still possible to stimulate the needs of textiles on the bed. If you want to learn more about the stimulus needs, you can check the part of the “Inventory: What are the trends” in the following.

3. Inventory: Which countries in Europe have the largest demand


1. Market background

In 2019, the main market of bed textiles in Europe is Germany, with 22%of imports, followed by Britain and France, with imports nearly 15%and 14%, respectively. The total imports of the three countries account for 51%of the total number of imports in European beds. The market share is small and less than 10%, but Finland (7.7%) and Spain (5.3%) are still occupied by the top six imported countries.

Data Second bed Textiles leading imported countries

However, it is necessary to pay attention to different roles in various countries in the European market, which can be roughly divided into two categories: imported countries and manufacturers. Many Western European importers do not sell products in their own country, but do trade across the European continent. This can also explain why small countries such as Denmark and Finland can have imports far beyond the domestic market demand in the home decoration and textile industry.

European production countries are located in the largest area in eastern Europe, mainly to get the most friendly labor prices near the European market. In this way, they sometimes become a channel for imports from the Far East.

From the perspective of marketing, it is essential to not use the country as a unit to locate the market. In the home decoration and textile industry, the market segmentation is different from low to high. All countries in Europe have these segmented markets, but there are small and small in specific countries. Therefore, it is more reasonable to identify specific market segments in the product group and contact importers and distributors in this market. The distributors can span the same market across Europe. Compared with the country as a unit to do marketing, the import chambership will make marketing more efficiently.

2. Actual personal consumption expenditure

Actual personal consumption expenditure is an important index for determining demand growth. Home decoration and textiles (including the textile market on the bed) are very sensitive to the economic cycle. When the economic environment and prospects are negative, consumers will delay the purchase of non -necessary supplies. Conversely, when economic conditions are friendly, actual personal consumption expenditure and home textile purchasing power will grow rapidly.

In recent years, the European market has shown that the actual personal consumption expenditure annual growth rate is about 1%-3%. As of the recent outbreak of the epidemic, it is expected to maintain a positive trend next year. Today, the future performance is unknown. Because the home decoration and textile industries need to respond to the economic cycle, it is expected that there will be potential economic fluctuations.

3. market conditions in European countries

(1) The largest European importer-Germany

Germany is the leading country in the import of textiles in European beds and the largest economy in Europe. As a source country of 19%of the EU population, the stability of the German economy in the EU is well known that over the years, it has a greater growth rate than other member states.

Among the 911 million pounds of imports in 2019, Germany included 22%of the overall demand for textiles on the European bed. Germany’s imports have been stable in the past five years. The average annual growth rate of 0.1%from 2015 to 2019 was a decline of 3.9%in 2016.

The 65%import amount of Germany in 2019 is from raw materials imported from developing countries, mainly in Pakistan and Bangladesh. From 2015 to 2019, due to routine market fluctuations, the average annual growth of imports from developing countries was slightly negative.

Although Germany is the largest bed textile market in Europe, imports from developing countries have not increased significantly. In view of this trend, it is estimated that it will not increase imports in the next few years. In addition, the new crown epidemic in Europe is likely to affect short -term demand, so import volume next year is unlikely to grow.

(2) Britain: The supply of textiles on the bed almost depends on developing countries

The import volume of 15%of European beds in Britain is the relatively stable import of imports from 2015 to 2019, the second largest European countries after Germany. Although imports fell in 2018 to 567 million pounds, the market rose to £ 614 million in 2019.

In the import of textiles in developing countries, Britain enjoys the largest share, accounting for 87%of the total imports. Developed countries imported in the UK include Pakistan, Bangladesh and Egypt. On the whole, from 2015 to 2019, the imports from developing countries floated about 540 million pounds, except for sinking in 2018 (the import volume was 484 million pounds).

The withdrawal from the United Kingdom may have a major impact on consumer confidence. The UK’s uncertainty of the influence of the EU, the recent outbreak of the new crown epidemic, and the slowdown of the corresponding economy are expected to affect home decoration and textile products consumption. In view of this, it is recommended to lower the mentality in the next few years. At the same time, in order to cope with European Brexit and the depreciation of the pound, some British buyers originally purchased from Europe have begun to import directly from Asia.

(3) France: The import volume is stable as one

The French market is similar to Britain. Among the total imports of 563 million pounds in 2019, France’s share accounted for almost 14%. Although France’s imports fluctuated in 2016 (-3.7%) and 2017 (+7.3%), it has maintained a relatively stable state since then. The average annual growth of 0.6%between 2015 and 2019 was 0.6%.

Although developing countries in bed have a larger share of other leading import markets in bed, only 44%are in France. The main import sources are Pakistan, Bangladesh and Tunisia. Countries that are common in the language of suppliers will enjoy unique opportunities.

(4) Finland: important hub of European trade

From 2015 to 2019, the average annual growth of textile imports in Finland’s beds increased by 4.4%, mainly driven by the increase in 2016 and 2017. In the following years, the data floated to the import of £ 321 million in 2019. 7.7%of the needs of European beds belong to Finland.

Most of Finland’s bed textiles come from developing countries. The number of countries in the top are Pakistan, Bangladesh and Cambodia. In 2019, developing countries share 76%. In the past 5 years, the average annual import of Finland from developing countries has grown by 1.8%. Although the imports from European countries are relatively low (24%), this share has increased in the past five years. The average annual growth of trade in European regions is 17%, which means that the growth rate of imports in European countries far exceeds the development of Chinese countries.

In addition to the outbreak of Brexit and the new crown epidemic, international trade disputes between China and the United States and the United States and Europe may have a significant impact on Finland. Because Finland depends on international trade, the negative development between various districts will strongly affect economic performance. Then it will inevitably affect the textile consumption on the bed.

Because Finland is a re -exporter as a commodity, the impact of home decoration and textile imports is far more than a country in Finland. Therefore, the development of other European countries is also pivotal. In view of the decline in the overall economy of Europe, imports are expected to not increase in the next year.

(5) Italy: Increase the import of imports from developing countries

In 2019, Italy’s demand for textiles in European beds accounted for 5.7%and the share value was 236 million pounds. In the past 5 years, the import of textiles on the bed fluctuates, resulting in a average annual growth rate of -1.1%, which is slightly negative.

It is worth mentioning that from 2015 to 2019, the import from European countries has declined significantly (an average annual growth of -11%), the import volume of developing countries has risen at an average annual growth rate of 5.7%. From 2015 to 2019, Pakistan, as the main supplier, was far ahead, accounting for almost 40%of Italy’s import share. From the upward trend of imports from developing countries, it also provides opportunities for exporters of these countries. In 2015, Germany was one of the top three suppliers. By 2019, the main suppliers became Pakistan, Turkey and Moldova. Italy is likely to increase the efforts of directly obtaining the supply to replace imports from other European countries.

(6) Spain: The import share is inclined to developing countries

As the smallest country among the top six countries, Spain has 5.3%of the total textile imports in European beds. The import volume fluctuated from 2015 to 2019, and reached the peak of 248 million pounds in 2017. In the past two years, it has declined, and imports have decreased to 220 million pounds in 2019.

Although the overall import volume of textiles on the bed declined, the import volume of developing countries still increased (76%of imports), with an average annual growth of 5.6%. But the same reason for Italy, Spain has fewer and fewer textiles imported from Europe, with an average annual growth of -12%.


• Want to find potential German buyers and search for the German company database “WER LIEFERT WAS”. If you want to find companies in the United Kingdom, France, Finland, Italy, and Spain, you can browse the KOMPASS website and a European corporate database to provide a global online corporate guide.

• Don’t just focus on specific European countries. Identify the suitable market segmentation and let your buyers conduct cross -European distribution products for you in this market.

Fourth, inventory: What are the next trends

The textiles on the bed play a pivotal role in some major consumer trends. These trends dominate the home decoration and textile sectors including health, sustainable development and the impact of millennials. The following will list each trend, and first illustrate the potential impact of the new crown epidemic out of the new crown epidemic on home decoration and textiles.

Home decoration and textiles and textiles and trends under the new crown epidemic

It is difficult to estimate what home decoration and textiles are in the short -term and long -term consumption direction. It is estimated that the new crown epidemic spreads behind, and people pay more and more attention to their own homes during the closing of the city. What’s more worth mentioning is that these changes during the urban period are likely to be permanently maintained.

Home decoration is gradually considered to be necessary to consume, so many retail stores in this industry have to close or make a decision to deal with scarce traffic. Today, consumers are full of pressure and living conditions for their income, so they are very cautious when they face food, clean supplies and other necessities.

Some areas and product groups may benefit from this:

• healthy

• Home

• Cooking (everyone exchanges recipes on social media)

A large number of home hours have also pushed consumers:

• Re -appreciate your home and make your home more pleasing, with fireworks and comfortable vision

• People who are pursuing outdoor turn to the room, and those who love indoor turn to outdoor

• Orderly belong to items

These short -term trends have been partially continued in the continuous development of consumers, but some may be accelerated. In particular, the interest in health and natural themes is increasing, which coincides with the current trend of the current textile market in bed.

In addition, the epidemic shows the fragile balance in the earth. This also shows that we need to produce, protect resources, humans, and the earth in more sustainable development, which also provides more opportunities for companies that have integrated sustainable development in business models.

(1) Health: Natural materials and design

European consumers are driven by improving their spirit and physical health. They are inspired by Asian lifestyles and are creating the SPA environment in their own home. On the road to seeking unloading and getting rid of mental stress, wealthy consumers have greatly divided more value for behavioral practices of natural contact and health, such as better sleep.

In the lack of time in the busy city, the designer combined outdoor artistic conception with indoor decoration with the inspiration of the escape and returning to the desire of nature. Product groups related to health and search for happiness include luxury bed supplies. The style with natural raw materials and natural colors is deeply favored by consumers. Flowers or leaves patterns, green and printing are more and more popular with natural ecology.

Most of the health trends occupy a large market segmentation, and people tend to buy luxury goods and SPA supplies. However, with the increasing favors of the middle section, this kind of life style is favored, providing more opportunities for providing new market segments and concepts of more affordable prices.


• Study development in the field of health: including SPA, massage, yoga exercises, and other forms of improving physiological and mental health to provide important clues for consumers’ home environment preferences.

• Sales bed textiles are consistent with the trend of SPA and health. It is recommended to focus on the mid -to -high -end market segmentation. Organic fibers and special (custom) design can be considered.

• Consider cooperating with the manufacturers of SPA and healthy supplementary products to create more collection of similar products.

• Use natural colors and similar patterns to make natural appearance quilts and bed masks. In particular, when the audience is in the mid -to -high -end and high -end market, it is necessary to consider using elegant materials and design.

(2) Sustainable development: “Better Enterprise” attention point

Following the tendency of the textile industry, consumers and designers now tend to purchase bed textiles from “better enterprises” to minimize the impact on the environment in production and product consumption. They prefer more sustainable development choices.

In the textiles on the bed, there are many different sustainable developmental raw materials that can be used. For example, organic cotton, marijuana fiber, bamboo fiber, ramie and silk are all popular materials. Organic cotton, marijuana fiber and bamboo fiber are the trend of making bed masks. However, due to the high price of sustainable development materials, this trend is more related to the market segment of higher purchasing rates.

Other more environmentally friendly methods include sustainable development, degradable finished products, and more efficient packaging and transportation. Certificate similar to fair trade and organic raw materials also strengthen products. An example of an organic certificate is the global organic textile standard (GOTS). It is the world’s leading textile processing standard for organic fibers, including ecological and social judgment standards.


• If you are supplying a market with a higher purchase rate, it is recommended to consider the sustainable development of raw materials and certificates holding the corresponding sustainable development.

• Investment in more environmentally friendly production, packaging and transportation methods.

• Clarify the environmental protection of the textiles on the bed with the buyer.

(3) The influence of the millennial generation: Create your own niche market

As a group with the largest population and the strongest consumption power in the world, the millennial generation refers to the people born from 1981 to 1996. They are currently emerging consumers and their upcoming emerging professional buyers in the future.

Back with a large number of products, the needs of original products with stories in this group are increasing. Putting product production and company capitalization, increasing corporate value, so that companies can have a foothold that can not only compete with price in the market. Enterprises can emphasize the stories behind special materials, technology, and products and companies.

(4) Transparency & Content

Most of the millennial generations are very concerned about the environment. In view of the fact that climate change affects their happiness and prospects, this is not surprising. They hope that the brands they shop are vision and openly and transparent to ensure that their decision to buy is correct.

Therefore, the exporters who want to enter the millennial market should have a clear and attractive vision, and the integrity and communication are clear. One of the millennial generations is 24 hours a day. After all, they grew up using social media since childhood. Gradually, the millennials are also very sensitive to prices, and consumer behavior is not loyal, so branders need to do a lot of dense marketing.

If the supplier can provide buyers with the support of online content and marketing promotion, it will inevitably add its own attractiveness.

(5) Personalization

Personalization has always remained high in the textile industry. The decorative function of the quilt and the bed cover provides convenience to easily change the bedroom style and environment. Therefore, the actual diversification of quilt and bed cover is very diverse to match the tastes and moods of thousands of consumers.

In order to allow consumers to have more possibilities in personalized choices, suppliers can strive to change diverse in their own scope, with the goal of “product family” to provide mix and match the textiles on different types of bed textiles. For example, to provide consumers with the choice of “adding decorative cushions or seat blankets”.

Because this method can promote the creation of “appearance” and “mood”, the additional advantage is that it can also help your buyers to market more conveniently for your products.

• Use your product (bed cover and quilt) to create an exclusive niche market.

• Guided by the “product family” to provide a variety of options for the target consumer group.

• Design can be used to promote the content of the product and the story behind online products.

(6) Lower the lowest order volume, shorter delivery cycle

European buyers often change the frequency of product sets, and there is no decrease. Therefore, they urgently look for suppliers that can provide the minimum delivery cycle with the lowest order volume. This is extremely beneficial to small medium -oriented manufacturers, because they are more flexible and can supply less goods that are unable to provide large manufacturers.

• If you have flexible production, you can provide a small amount of goods, please focus on the discount.