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The US Bath Mats Market size is estimated to increase by USD 91.48 million and grow at a CAGR of 4.15% between 2023 and 2028. The market for organic bath mats is experiencing a surge in demand, propelled by the growing preference for eco-friendly products. Additionally, the rising prominence of private-label brands and the expansion of the organized retail sector are contributing to market growth. However, the market faces challenges such as the lengthy product replacement cycle for bath mats and the availability of alternative anti-slip flooring options. Moreover, there is a growing trend towards do-it-yourself (DIY) bath mats, which presents a challenge to market expansion. Despite these obstacles, the market continues to evolve, driven by innovations in sustainable materials and efforts to meet consumer preferences for environmentally-friendly and customizable bath mat solutions.
The growth of the organized retail sector is notably driving the market growth. Hypermarkets and supermarkets are the two major offline distribution channels. Organized retailing is an integral part of offline distribution channels, which facilitates the purchasing process for customers and enables them to choose from a diverse range. In addition, a significant expansion in the number of retail stores that offer home furnishing products is driving the growth of the market. In August 2021, The Home Depot opened three new distribution centres in Sparrows Points revitalising Tradepoint Atlantic development. The 1.5-million-square-foot campus will bring nearly 500 new full-time and part-time jobs to Baltimore and provide even faster delivery options to customers in the US. Therefore, the growth of the organized retail sector in the US is expected to drive the growth of the market in focus during the forecast period.
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This market report extensively covers market segmentation by application (household and commercial), type (rubber, PVC, grips, and others), and distribution channel (offline and online). It also includes an in-depth analysis of drivers, trends, and challenges. Our report examines historic data from 2018 - 2022, besides analyzing the current market scenario.
The Rubber segment is estimated to witness significant growth during the forecast period. Rubber bath mats are a very common type of bath mat and are extremely popular in the US, especially for household applications. Rubber mats are either made completely out of rubber, with a top layer of soft cotton fabric or only have a rubber lining along the border portion for durability and longevity. Such products are mostly placed near shower rooms and washbasin areas where water spills are high. However, in the coming years, rubber bath mats are expected to lose their popularity to other types, such as grips, foam-based, and others in the US. Most vendors in the market use rubber on the edges to offer visible framing and to increase their traction. Therefore, overall, the rubber segment will witness considerable demand and thereby will propel the growth of the market in the US during the forecast period.
The polyvinyl chloride (PVC) segment is estimated to witness significant growth during the forecast period. Polyvinyl chloride (PVC) bath mats are primarily plastic bath mats, which are mainly used in bathtubs and shower rooms to provide friction on the floor and thereby protect users against slipping and falling suddenly. PVC bath mats do not have water-suction properties and are used as an anti-slip surface on wet floors. Since the US witnesses a high number of falls in the bathroom, especially in shower rooms and bathtubs, many of which are fatal, customers in the country prefer to buy PVC ones that have a substantial number of suction cups to increase their coefficient of friction. Therefore, the rising adoption of PVC bath mats for bathtubs and shower rooms is expected to lead to their consistent demand in the US and boost the growth of the market in the US during the forecast period.
The market share growth by the household segment will be significant during the forecast period. Bath mats for household applications include mats that are used to prevent people from slipping on bathroom floors. Bath mats for residential applications include sink mats, shower mats, and door exit mats (to wipe the feet on).
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The household segment was the largest and was valued at USD 234.70 million in 2018. Moreover, vendors are expanding their distribution channels in the country. For instance, in September 2021, Bed Bath and Beyond announced a partnership with DoorDash, the nation's leading last-mile logistics platform, to offer consumers on-demand delivery of essential homeware products and items from more than 700 Bed Bath and Beyond locations and nearly 120 buy BABY locations nationwide. With this partnership, Bed Bath and Beyond became the first home retailer and buybuy BABY, the first baby goods retailer available on the DoorDash marketplace app and website. Thus, the expansion of distribution will help vendors increase their sales in the country, which will significantly drive the demand for household bath mats, thereby expanding the growth of the market in the US during the forecast period.
The commercial segment is estimated to witness significant growth during the forecast period. Commercial venues that use these include hotels, restaurants, malls, gyms, spas, and other commercial spaces. In commercial applications, products are primarily placed in four places, near the washbasin, shower room, toilet seat, and bathtubs. Many vendors in the US are offering premium products specifically for hotels, thereby establishing a long-term relationship with such end-users, as it spurs consistent demand. One of the hotel partners of Frette North America Inc. is The St. Regis Aspen Resort in the US, which procures bath accessories, from the company on a regular basis. Such strategies by vendors are not only an effective marketing tool to undertake new hotel contracts but also aid them in maintaining their products' market share in the country. Therefore, the above-mentioned factors under the commercial application segment are likely to propel the growth of the bath mats segment of the market in the US during the forecast period.
The market caters to consumer demands for safety, aesthetics, and sustainability. Utilizing advanced materials like renewable fibers such as wool, these mats offer both practical purposes and decorative appeal for urban lifestyles and home decor. With a focus on safety, they feature slip-resistant surfaces and innovative moisture-wicking and quick-drying technologies to prevent accidents and excess moisture buildup in washrooms.
Moreover, their biodegradable nature ensures they decompose without leaving harmful residue, aligning with green standards and sustainability goals. Combining functionality with comfort, these mats provide a luxurious experience while promoting bathroom safety and longevity, making them essential consumer products in today's market. Our researchers analyzed the data with 2023 as the base year, along with the key trends, and challenges. A holistic analysis of drivers, trends, and challenges will help stakeholders in the value chain refine their marketing strategies to gain a competitive advantage.
Similarly, the wash basin market continues to evolve with innovations in design and materials, catering to diverse consumer preferences for both residential and commercial applications. The integration of smart technologies and water-saving features further enhances their appeal, reflecting ongoing trends towards efficient and stylish bathroom solutions globally.
The increasing prominence of personalized bath mats is an emerging trend shaping market growth. The personalization of products is gaining traction in the US, as many customers prefer buying products that define their living style and preferences. Also, many parents buy personalized ones for their kids, which display their favourite characters. For instance, OASIS TOWELS offers Baby Bath Mats that can be personalized with designs that kids love, such as fancy snowmen and others. Such products make bathing a fun experience for kids. Such products are primarily preferred by customers who are conscious of their home decor and prefer to buy home furnishing products that blend with the colour palette and style of the home. Moreover, various bath mat vendors in the US are offering bath mats that can be personalized with names and monograms.
For instance, Bed Bath and Beyond Inc. offers a Geometric Pattern Memory Foam Bath Mat, which can be personalized with any name, monogram, or initials in a block font. The customer can choose from eight personalization design options to match any bath decor. Such products are witnessing demand among Millennials in the US, as this generation prefers personalization with unique designs engraved along with their names which results in market expansion. Therefore, the personalization offered by the vendors in the US is expected to drive the growth of the market in focus during the forecast period.
The long product replacement cycle for bath mats is a significant challenge hindering the market growth. Most bath mats, such as rubber and PVC bath mats, have a long lifespan. Hence, they witness a low replacement rate. This also compels retailers to focus more on the merchandising and inventory aspects of bath mat items. Although technology and seasonal trends keep most merchandise and SKUs moving in retail stores, these benefit retailers in terms of rotational customer footfalls in stores. The latest interior design trends play a significant part in the purchase decisions of consumers. However, most are meant for long-term use and generally do not require frequent replacements. Some products, such as wooden bath mats and Gorilla Grip bath mats, are expensive and a one-time expenditure.
In addition, many branded ones are extremely durable as they are made of high-quality materials that last long. Customers are only supposed to incur maintenance costs on these over the years, which is very minimal and reduces the need for product replacement. This reduces the need for frequent purchases, which is a major growth barrier for the market.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
The report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Market Customer Landscape
The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Million" for the period 2024 to 2028, as well as historical data from 2018 to 2023 for the following segments
The market in the US is witnessing a significant growth driven by increasing concerns for bathroom safety and slip-resistance among consumers. With a focus on consumer trends and the urban lifestyle, bath mats are becoming essential accessories in modern washrooms. Wool bath mats, with their renewable fiber and sustainability features, are gaining popularity due to their slip-resistant and moisture-wicking properties. Technological advancements have led to quick-drying and temperature-regulating mats, enhancing both safety and comfort. As consumers seek luxury items for their bathrooms, the market is experiencing premiumization and personalization trends. Leading vendors are leveraging omnichannel retailing and promotional strategies to cater to diverse consumer preferences, amidst rapid urbanization and geographical expansions. The market in the US is evolving to meet consumer demands for safety, sustainability, and aesthetics.
Moreover, with advancements in communication technologies, manufacturers are producing mats that not only enhance bathroom safety with non-slip surfaces but also contribute to green standards by being biodegradable and minimizing harmful residue. These mats also feature innovative moisture control and air filtration properties to maintain a clean and hygienic bathroom environment. Additionally, they cater to practical purposes by decomposing efficiently and reducing landfill waste. As the market expands, there's a growing emphasis on personalization and customization, reflecting the diverse preferences of consumers for luxurious bathrooms. Competitive pricing variations and a dynamic competitive scenario drive manufacturers to offer premium mats that add prestige and sophistication to any bathroom floor while regulating temperature and minimizing slippage.
US Bath Mats Market Scope |
|
Report Coverage |
Details |
Page number |
153 |
Base year |
2023 |
Historic period |
2018-2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 4.15% |
Market Growth 2024-2028 |
USD 91.48 million |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
2.76 |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
American Floor Mats LLC, Apache Mills, Bed Bath and Beyond Inc., Crane and Canopy Inc., Cuddledown Marketing LLC, Frette North America Inc., Hills Point Industries LLC, Inter IKEA Holding BV, InterDesign Inc., Kittrich Corp., La Redoute SAS, OASIS TOWELS, Shurtape Technologies LLC, Standard Textile Co. Inc., The Home Depot Inc., Wayfair Inc., Welspun Group, Williams Sonoma Inc., Peacock Alley Inc., and SFERRA Fine Linens LLC |
Market dynamics |
Parent market analysis, market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the market forecast period. |
Customization purview |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Application
7 Market Segmentation by Type
8 Market Segmentation by Distribution Channel
9 Customer Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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