Post-Pandemic Demand Boosts Therapeutic Blanket Sales

Market Overview: Rising Demand for Comfort, Wellness, and Sustainability

The global blanket market is poised for substantial growth, projected to rise from USD 15.07 billion in 2023 to USD 25.63 billion by 2032, reflecting a compound annual growth rate (CAGR) of 6.3%. This growth trajectory is influenced by an increasing global demand for personal comfort, mental wellness, sustainable materials, and enhanced home aesthetics. In a post-pandemic world where people spend more time indoors, consumers are prioritizing high-quality, therapeutic, and eco-conscious textile products—including blankets that cater to both utility and design appeal.

Climate change has further altered temperature patterns across regions, increasing the need for adaptive bedding solutions such as heated, weighted, and layered blankets. Meanwhile, a rise in lifestyle-related stress and anxiety has fueled demand for therapeutic and calming products, with blankets often viewed as essential comfort items in this context.

 

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Blanket Market Segmentation Analysis

By Type: The Rise of Functional and Therapeutic Designs

The blanket market is evolving far beyond traditional bedding. Regular blankets continue to form the foundation of global demand due to their affordability and stylistic diversity, particularly in family households and budget-conscious markets. However, niche segments are gaining rapid momentum.

Electric blankets are experiencing increased traction, particularly in colder climates across North America, Europe, and parts of Asia. These blankets offer programmable heat settings and energy efficiency, aligning with modern consumer needs for convenience and personalized comfort.

Weighted blankets, once a niche product, are now a fast-growing segment due to their proven benefits in stress relief, sleep improvement, and support for mental health issues such as anxiety, ADHD, and insomnia. They are especially popular among millennials and Gen Z consumers prioritizing self-care.

Quilted blankets retain their popularity in regions where aesthetics are as important as function. Their stitched patterns and insulated structure make them a staple in European and North American households, particularly in interior décor-conscious demographics.

Heated blankets offer advanced temperature regulation, making them desirable in high-latitude areas and during extended winters, especially where central heating may not be economically viable.

 

By Material: Eco-Fabrics and Performance Textiles Leading the Charge

Consumers are becoming increasingly conscious about the materials used in their everyday products. In the blanket industry, this has given rise to a growing preference for materials that blend performance, comfort, and sustainability.

Wool, known for its superior insulation and moisture-wicking properties, is finding renewed interest in luxury markets. The material’s natural warmth and biodegradability make it an attractive choice for high-end consumers.

Cotton, especially organic cotton, remains a popular choice due to its breathability, hypoallergenic properties, and growing availability in sustainable forms. The surge in organic textile certifications and green branding has further bolstered cotton's appeal.

Polyester, while cost-effective and durable, is increasingly being blended with natural or recycled fibers to address environmental concerns. It dominates the mass-market category due to affordability but faces competition from eco-friendlier alternatives.

Fleece continues to thrive in the travel, gifting, and children’s segments, thanks to its lightweight and soft characteristics. It’s often used in promotional merchandise and seasonal products.

Acrylic and blended fabrics are becoming more prominent for delivering textured finishes at lower price points. Manufacturers are also innovating by integrating recycled acrylic and synthetic fibers, aligning with circular economy practices.

 

By Sales Channel: Omnichannel Strategies Driving Growth

The retail landscape for blankets has dramatically shifted with the rise of e-commerce and direct-to-consumer (D2C) models. Online platforms are increasingly preferred by younger, digitally-native consumers who seek convenience, customization, and peer reviews. These platforms offer immersive product visualization, AI-driven recommendations, and subscription models for seasonal or therapeutic blankets.

Specialty stores, both offline and online, cater to niche audiences looking for luxury, artisan, or therapeutic blankets. Their curated collections and knowledgeable staff create personalized shopping experiences that appeal to design-conscious and wellness-focused buyers.

Hypermarkets and supermarkets continue to move volume sales through seasonal discounts, especially during colder months. These channels appeal to budget-conscious consumers and those seeking instant purchase options.

Independent retailers remain vital in many regions due to their localized offerings and personalized customer relationships. They often serve specific cultural or geographic needs not covered by global brands.

Direct sales models allow brands to control the customer journey, offer personalization, and build loyalty. This strategy has been increasingly embraced by premium and sustainable brands seeking to differentiate themselves through storytelling and transparency.

 

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Regional Outlook: Diverse Growth Patterns Across the Globe

Asia-Pacific

The Asia-Pacific region is the fastest-growing market for blankets, driven by rapid urbanization, rising disposable incomes, and expanding middle-class consumption. China and India dominate both production and consumption, supported by strong domestic manufacturing capabilities and a growing appetite for premium bedding solutions. Local brands are scaling up their operations and investing in eco-friendly materials to cater to a more discerning consumer base.

North America

In North America, demand is surging for therapeutic blankets such as weighted and electric variants. A growing wellness movement, coupled with consumer interest in organic and ethically made products, is shaping product innovation. U.S.-based brands are focusing on traceability, small-batch production, and customization to attract loyal, high-value consumers.

Europe

Europe maintains a resilient blanket market characterized by its design-forward consumer base. The region is witnessing a rise in aesthetic and luxury blankets, often handcrafted or made using sustainable practices. Regulatory frameworks focused on environmental protection are encouraging manufacturers to innovate with greener materials and processes.

South America and the Middle East & Africa

These regions are gradually adopting high-quality blanket products, with growth concentrated in mid-tier and affordable luxury segments. Brazil and South Africa are seeing rising consumer awareness about wellness and sustainability, prompting a shift from basic products to more specialized or eco-conscious blankets. Infrastructure improvements and seasonal climate variation also contribute to demand.

 

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Blanket Market Dynamics: Forces Shaping the Industry

Key Drivers

One of the most powerful drivers is the global mental wellness movement. Weighted and sensory blankets are being used for therapeutic purposes, with increasing endorsements from medical professionals and wellness influencers. This is transforming blankets into tools for mental health, not just comfort.

The sustainability movement is reshaping manufacturing practices and product development. Consumers are actively seeking organic, recycled, and biodegradable materials, and brands that demonstrate commitment to environmental responsibility are gaining market share.

Post-pandemic lifestyle shifts have sparked a home aesthetic revival, where consumers now view blankets as essential home décor elements. Design, texture, and color coordination are influencing buying decisions, especially among millennials and Gen Z homeowners.

Key Challenges

Despite the upward momentum, the industry faces price sensitivity in developing markets. Premium blankets remain inaccessible to lower-income segments, limiting full market penetration.

The prevalence of counterfeit and low-quality imports, especially in online markets, undermines brand trust and damages long-term value propositions for established players.

Another challenge is the seasonal nature of demand, particularly for thermal and quilted blankets. Many regions see significant sales fluctuations based on temperature, limiting year-round revenue potential.

 

Innovation and Technology: Transforming Blanket Manufacturing

Innovation is playing a crucial role in driving market differentiation. Smart blankets equipped with IoT sensors are being developed to regulate heat in real-time, adapting to user needs and saving energy.

Antimicrobial and hypoallergenic technologies are also gaining popularity, especially in the wake of heightened health consciousness. These features enhance hygiene and are particularly valued by families with children or people with allergies.

Manufacturers are increasingly exploring eco-fabric engineering, utilizing materials like bamboo, hemp, and recycled cotton. These options align with the demand for ethical luxury and low environmental impact.

Blankets are also being reimagined with modular designs, such as detachable covers, dual-temperature zones, or convertible formats that serve both indoor and outdoor use.

 

Competitive Landscape: Leading Players and Strategic Movements

Leading companies are differentiating themselves through innovation, sustainability, and storytelling. Pendleton Woolen Mills continues to thrive on heritage branding, while Brooklinen and Casper Sleep Inc. lead the D2C revolution with aesthetic-focused and wellness-driven product lines.

Boll & Branch has carved out a niche in organic luxury, while Faribault Woolen Mill emphasizes craftsmanship and ethical U.S. production. Emerging players like Buffy stand out for their eco-conscious identity and use of plant-based or recycled materials.

Global suppliers such as SUMEC Textile Light and Chellco Industries are expanding capacity to serve international brands, while local innovators like Kanata Blanket Co. specialize in corporate gifting and personalization.

 

Future Outlook: Trends and Strategic Opportunities (2025–2032)

Looking ahead, the market is expected to diversify and digitize further:

• AI-driven customization tools will enable consumers to personalize blanket size, color, texture, and even thermal settings online.
• Circular economy models will gain traction, with brands launching take-back programs and producing fully recyclable blankets.
• Travel and outdoor blankets—lightweight, foldable, and weatherproof—will rise in popularity alongside trends in van life, camping, and eco-tourism.
• Subscription services for seasonal blanket delivery or rotation could emerge as a novel way to engage customers and ensure repeat business.
• Collaborations with fashion designers and influencers will continue to elevate the profile and value of premium blankets.

 

Strategic Recommendations for Stakeholders

• Retailers should invest in AI and AR technologies to enhance digital shopping experiences and drive personalization.
• Manufacturers must transition toward closed-loop textile systems, securing green certifications that appeal to eco-minded consumers.
• Brands should strengthen their omnichannel distribution while leveraging micro-influencers for niche marketing campaigns.
• Investors are encouraged to target high-growth subsegments, particularly in weighted blankets, smart textiles, and eco-luxury product lines.

 

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