US - Bath Mats Market by Application, Type and Distribution Channel - Forecast and Analysis 2024-2028

US - Bath Mats Market 2024-2028 

The US - Bath Mats Market size is estimated to grow at a CAGR of 4.15% between 2023 and 2028. The market size is forecast to increase by USD 91.48 million. 

This US bath mats 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 growth of the organized retail sector is notably driving the market growth. Hypermarkets and supermarkets are the two major offline distribution channels for bath mats. 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 of bath mats.  In addition, a significant expansion in the number of retail stores that offer home furnishing products such as bath mats is driving the growth of the US - bath mats 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.

US Bath Mats Market: Overview

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Key Trend and Challenge

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.

Trends

The increasing prominence of personalized bath mats is an emerging trend shaping market growth. The personalization of bath mats is gaining traction in the US, as many customers prefer buying products that define their living style and preferences. Also, many parents buy personalized bath mats 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 US - bath mats market expansion. Therefore, the personalization of bath mats offered by the vendors in the US is expected to drive the growth of the market in focus during the forecast period.

Challenge 

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 bath mats are meant for long-term use and generally do not require frequent replacements. Some bath mats, such as wooden bath mats and Gorilla Grip bath mats, are expensive and a one-time expenditure.

In addition, many branded bath mats 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 of bath mats, which is a major growth barrier for the market.

US Bath Mats Market Segmentation by Type 

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 of the bath mats 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 of bath mats, such as grips, foam-based, and others in the US. Most vendors in the US - bath mats market use rubber on the edges of the bath mats to offer visible framing and to increase their traction. Therefore, overall, the rubber bath mats segment will witness considerable demand and thereby will propel the growth of the bath mats 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 bath mats 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 bath mats market in the US during the forecast period.

US Bath Mats Market Segmentation by Application

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 bath mats 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 bath mats include hotels, restaurants, malls, gyms, spas, and other commercial spaces. In commercial applications, bath mats are primarily placed in four places, near the washbasin, shower room, toilet seat, and bathtubs. Many vendors in the US are offering premium bath mats specifically for hotels, thereby establishing a long-term relationship with such end-users, as it spurs consistent demand for their bath mats. One of the hotel partners of Frette North America Inc. is The St. Regis Aspen Resort in the US, which procures bath accessories, including bath mats 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 bath mats' 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. 

Key US Bath Mats Market Companies Overview

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.

• Key Offering- American Floor Mats LLC: The company offers bath mats such as disposable hygienic toilet commode mats, anti-microbial floor mats, bathroom sink mats and more. 
• Key Offering- Apache Mills: The company offers a wide range of bath comfort mats such as Ultra Plush and Sculptures.
• Key Offering-  Bed Bath and Beyond Inc.: HUJI slip-resistant loofah shower mat, Bath Bliss self-draining bath mat, Elle decor oval bubble bath mat in agate print and more.

The report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:

• 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.
• SFERRA Fine Linens LLC

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.

Customer Landscape

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.

US Bath Mats Market Customer Landscape

Segment Overview

The US bath mats market report forecasts market growth by revenue and provides an analysis of the latest trends and growth opportunities from 2018 to 2028. 

• Application Outlook (USD Million, 2018-2028)
  • Household
  • Commercial

• Type Outlook (USD Million, 2018-2028)
  • Rubber
  • PVC
  • Grips
  • Others

• Distribution Channel Outlook (USD Million, 2018-2028)
  • Offline 
  • Online 

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 growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period.
Customization purview	If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this US Bath Mats Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2024 and 2028
• Precise estimation of the bath mats market in US size and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Growth of the market across US and North America
• A thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of bath mats market in US companies

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