Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Market overview
- Housing market and desire for quality drive sales of mattresses and sleep equipment
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- Figure 1: Total US sales and fan chart forecast of mattress and other sleep equipment, at current prices, 2011-21
- The issues
- Replacement as reason for purchase hinders growth
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- Figure 2: Select reasons for mattress purchase, by age, January 2017
- Online brands threaten traditional retailers
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- Figure 3: Attitude toward buying a mattress online, by age, January 2017
- The opportunities
- Recent purchasers gravitate toward newer mattress types
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- Figure 4: Any ownership (net), recent purchase, and purchase intent of mattresses, by mattress type, January 2017
- Growing importance of sleep has positive impact on the market
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- Figure 5: Sleeping problems as reason for mattress purchase, by age, January 2017
- Comfort and quality drive spending on premium options
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- Figure 6: Comfort level and quality as purchase influencers, by age, January 2017
- What it means
The Market – What You Need to Know
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- Healthy housing market and innovation boost spending
- Consumers buying higher-priced mattresses
- Housing starts and consumer confidence amplify spending
Market Size and Forecast
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- Housing starts and category innovation drive sales of mattresses
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- Figure 7: Total US sales and fan chart forecast of mattress and other sleep equipment, at current prices, 2011-21
- Figure 8: Total US retail sales and forecast of mattress and other sleep equipment, at current prices, 2011-21
Market Perspective
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- Consumers willing to spend on premium mattresses
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- Figure 9: Mattress purchases, by amount spent, 2011-16
- Sleep issues create market opportunities
Market Factors
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- Housing starts deliver more bedrooms
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- Figure 10: New residential home construction, 2010-16
- Consumer confidence bolsters spending on mattresses
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- Figure 11: Consumer Sentiment Index, January 2011-17
- Multigenerational living creates diverse mattress needs
Key Players – What You Need to Know
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- Specialty stores lead the market
- Online mattresses simplify shopping
- Technology as the next sleep aid
What’s In?
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- Specialty mattress stores maintain leadership
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- Figure 12: Email and online advertising by Mattress Firm, January-February 2017
- Economy and discount retailers challenge specialty stores
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- Figure 13: Email sales promotions by Art Van Furniture, February-March 2017
- Online mattresses gain traction
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- Figure 14: Site visits among select mattress brands and retailers, December 2015
- Retailer partnerships bring online mattresses in-store
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- Figure 15: Email advertisement by West Elm featuring Casper, February 2017
- Reviews vital to online mattress brands
- IKEA offers value solutions to larger households
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- Figure 16: IKEA email advertisement targeting family households, January 2017
What’s Out?
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- Retail market is saturated with specialty stores
- Temper Sealy loses contract with Mattress Firm
What’s Next?
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- Consumer electronics that monitor sleep
- Mattresses for a personalized night’s sleep
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- Figure 17: Sleep Number unveils its 360 smart bed at CES, January 2017
- Online mattresses reach select consumers
The Consumer – What You Need to Know
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- Innerspring leads in ownership, but new consumers seek alternatives
- Replacement tops reasons for mattress purchase
- Visiting a store and referrals are most common information sources
- Brick-and-mortar stores capture sales, but online has opportunity
- Comfort level and durability influence most purchases
- Quality leads over price when buying the right mattress
Mattress Ownership and Recent Purchase
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- Innerspring remains a staple in category
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- Figure 18: Mattress ownership – Any current ownership, January 2017
- Recent purchases and purchase intent threaten innerspring
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- Figure 19: Recent purchase and plans to purchase mattresses, January 2017
- Mattress type purchased varies by age
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- Figure 20: Recent purchase of innerspring, specialty foam, and hybrid mattresses, by age, January 2017
- Young adults seek inexpensive options for sleep equipment
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- Figure 21: Recent purchase of sleep equipment, by age, January 2017
- Household size drives up ownership of all mattress types
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- Figure 22: Any mattress ownership (net), by Hispanic origin and by household size, January 2017
- In their own words...
Reasons for Purchasing Mattresses
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- Replacement tops reasons for purchase, but quality matters
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- Figure 23: Reasons for mattress purchase, January 2017
- Sleep issues among core buyers bring them to market
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- Figure 24: Sleeping problems as reason for mattress purchase, by age, January 2017
- Lifestage needs create more reasons for purchase
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- Figure 25: Select reasons for mattress purchase, by age, January 2017
- Mattress sales capture Hispanic purchasers
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- Figure 26: Sale or special offer as reason for mattress purchase, by Hispanic origin, January 2017
Information on Mattresses and Mattress Buying
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- In-store is leading source of information
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- Figure 27: Information sources for mattresses, January 2017
- Newness to the category drives word-of-mouth referrals
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- Figure 28: Friends/family as information sources for mattresses, by age, January 2017
- Online media help guide core consumers along purchase journey
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- Figure 29: Online mattress advertisements by Levin Furniture and Mattress Firm, May 2016-February 2017
- Figure 30: Select information sources for mattresses, by age, January 2017
- Retailer catalogs and television as a means to attract Hispanics
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- Figure 31: Catalogs and TV networks as information sources for mattresses, by Hispanic origin, January 2017
- In their own words...
Retailers Shopped
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- Specialty stores lead among retailers shopped
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- Figure 32: Mattress retailers shopped, January 2017
- In-store leads purchase, but opportunity exists for online
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- Figure 33: Mattress purchased in-store versus online, January 2017
- In their own words...
- Retailer type varies by age and lifestage needs
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- Figure 34: In-store purchases, by age, January 2017
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- Figure 35: Select mattress retailers shopped, by age, January 2017
- Hispanics look for value
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- Figure 36: Select mattress retailers shopped, by Hispanic origin, January 2017
- In their own words...
Mattress Purchase Influencers
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- Comfort and design-related attributes reach most purchasers
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- Figure 37: TURF analysis – Mattress purchase influencers, January 2017
- Methodology
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- Figure 38: Table – TURF analysis – Purchasing attributes, January 2017
- Importance of comfort and quality grows with age
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- Figure 39: Select purchase influencers, by age, January 2017
- Young adults place importance on secondary attributes
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- Figure 40: Secondary purchase influencers, by age, January 2017
- Hispanics align with parents on secondary attributes
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- Figure 41: Secondary purchase influencers, by Hispanic origin, January 2017
Attitudes toward Mattresses and Mattress Buying
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- Mattress purchasers put quality and sleep ahead of price
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- Figure 42: Attitudes toward mattresses and mattress buying, January 2017
- In their own words...
- Importance of quality changes with age
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- Figure 43: Attitudes reflecting importance of quality in mattresses, by age, January 2017
- Online mattresses slowly gain appeal
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- Figure 44: Attitudes related to online mattress shopping, by age, January 2017
- Hispanics seek extended life in their mattresses
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- Figure 45: Select attitudes toward mattresses and mattress buying, by Hispanic origin, January 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Direct marketing creative
- Abbreviations
Appendix – Market
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- Figure 46: Total US retail sales and forecast of mattresses and other sleep equipment, at inflation-adjusted prices, 2011-21
- Figure 47: Mattress purchasers, total base samples, fall 2011-fall 2016
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