Table of Contents
Executive Summary
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- Market overview
- Key trends
- Quality of sleep is top-of-mind
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- Figure 1: Quality of sleep, October 2019
- Sleep smart
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- Figure 2: Interest in connected devices to manage health, January 2019
- Consumers want an in-store presence . . .
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- Figure 3: Importance of in-store options, October 2019
- . . . but online alternatives are gaining traction
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- Figure 4: Importance of online options, October 2019
- Breathing life into bed-in-a-box brands
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- Figure 5: Mattress associations, by mattress type, October 2019
- What’s next
The Market – What You Need to Know
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- Mattress market expects modest growth
- Sleep aids, from A to Zzzquil
Market Size and Forecast
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- Waking up on the right side of the bed
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- Figure 6: Total US sales and fan chart forecast of mattresses, at current prices, 2014-24
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- Figure 7: Total US retail sales and forecast of mattresses, at current prices, 2014-24
Market Breakdown
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- Simplicity helps consumers rest easy
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- Figure 8: Mattress purchases in the past 12 months, by spend, 2015-19
Market Perspective
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- Hey Siri, how did I sleep last night?
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- Figure 9: Use or interest in connected devices to manage health, January 2019
- When counting sheep fails . . .
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- Figure 10: Incidence of sleep disorders – Simmons Research, Spring 2014-19
Market Factors
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- Obesity changes mattress needs
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- Figure 11: Obesity rates in US adults aged 20+, 2001-16
- More households, fewer beds
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- Figure 12: Share of family and non-family households, 2008-17
- Sky-high tariffs have retailers losing sleep (and sales)
Key Players – What You Need to Know
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- Knowledge is power
- The best retail strategy is yet to come
- Caring is cool
What’s Working?
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- Becoming the Sleep Guru
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- Figure 13: Serta pet bed, June 2019
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- Figure 14: Plus x Casper, September 2019
- There’s no such thing as “information overload”
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- Figure 15: No-sale call to action content marketing, Casper, November 2019
What’s Struggling?
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- Brick-and-mortar specialty retailers are a little tired
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- Figure 16: Mattress Firm 4th of July Preview Sale, November 2019
- Bed-in-a-box brand needs consumers to wake up
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- Figure 17: Nectar (DTC) advertises on TV, November 2019
What to Watch
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- Go beyond wearables
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- Figure 18: NordicTrack Mattress, November 2019
- Waste not, want not
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- Figure 19: Casper Resnooze & Recycle – November 2019
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- Figure 20: Leesa’s One Good Bed Promise – November 2019
The Consumer – What You Need to Know
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- Foam mattresses take the lead
- Sales primarily consist of replacements
- Online reviews provide new insights and opportunities
- Bed-in-a-box brands need a PR blitz
Mattress Purchases
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- Most consumers are in the market for a mattress
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- Figure 21: Mattress purchases, October 2019
- Foam is the new favorite, with hybrid gaining favor
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- Figure 22: Mattresses purchasing, by type, October 2019
Reasons for Buying a Mattress
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- Replacements and upgrades drive purchases
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- Figure 23: Reasons for buying a mattress, October 2019
- Life stage defines wants and needs
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- Figure 24: Reasons for buying a mattress, by age, October 2019
- Parents are motivated by their dynamic lifestyles
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- Figure 25: Reasons for buying a mattress, by parental status, October 2019
Mattress Retailers
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- Buying in-store in the digital age
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- Figure 26: Purchase channel, October 2019
- Mattress stores lead the market, but general retailers offer deals
- From the consumers:
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- Figure 27: Retailers shopped, October 2019
- Bed-in-a-box brands are tossing and turning
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- Figure 28: Interest in bed-in-a-box mattresses, by activity, October 2019
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- Figure 29: Tuft & Needle TV Ad – A Very Bed Joke About Sleep Goods, May 2018
Information Sources
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- A penny for your thoughts?
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- Figure 30: Information sources [ranked], October 2019
- Let your consumers speak for you
- Men and women turn to different experts
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- Figure 31: Information sources, by gender, October 2019
- Black consumers stick to what works
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- Figure 32: Information sources, by race and Hispanic origin, October 2019
Attitudes toward Mattresses
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- Goldilocks and the three (or more) beds
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- Figure 33: Attitudes toward mattresses, October 2019
- Value comes from quality for older consumers
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- Figure 34: Attitudes toward mattresses, by age, October 2019
- Parents take to the internet because it’s simple
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- Figure 35: Attitudes toward mattresses, by parental status, October 2019
Mattress Associations
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- Bed-in-a-box brands’ identity crisis
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- Figure 36: Mattress associations, by type, October 2019
- Durable and traditional vs innovative and returnable
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- Figure 37: Correspondence analysis – Symmetrical map – Mattress associations, by brand, October 2019
- Correspondence Analysis
- Methodology
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Generations, if discussed within this Report, are defined as:
Appendix – The Market
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- Figure 38: Total US sales and forecast of mattresses, at inflation-adjusted prices, 2014-24
- Figure 39: Mattress purchases in the past 12 months, by spend, 2015-19
- Figure 40: Incidence of sleep disorders – Simmons Research, Spring 2015-19
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Appendix – The Consumer
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- Figure 41: Mattress associations, by brand, October 2019
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