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Mattresses - US - April 2017

"The mattress category has undergone significant change in recent years due to new product segmentation, changing consumer needs, and e-commerce sales. Mattress purchasers are primarily quality driven, especially as sleep becomes a health priority. Brick-and-mortar retailers benefit from the preference among shoppers to try out a mattress before buying; however, e-commerce brands are quickly entering the market and may disrupt the traditional purchase process. Future market growth will result from brands and retailers that target core buyers and promote sales beyond replacement, while utilizing online resources to guide consumers along the purchase journey."
- Stephen Brown, Research Analyst

This Report discusses the following key topics:

  • Replacement as reason for purchase hinders growth
  • Online brands threaten traditional retailers

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Housing market and desire for quality drive sales of mattresses and sleep equipment
            • 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
              • Figure 2: Select reasons for mattress purchase, by age, January 2017
            • Online brands threaten traditional retailers
              • Figure 3: Attitude toward buying a mattress online, by age, January 2017
            • The opportunities
              • Recent purchasers gravitate toward newer mattress types
                • 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
                • Figure 5: Sleeping problems as reason for mattress purchase, by age, January 2017
              • Comfort and quality drive spending on premium options
                • Figure 6: Comfort level and quality as purchase influencers, by age, January 2017
              • What it means
              • The Market – What You Need to Know

                • Healthy housing market and innovation boost spending
                  • Consumers buying higher-priced mattresses
                    • Housing starts and consumer confidence amplify spending
                    • Market Size and Forecast

                      • Housing starts and category innovation drive sales of mattresses
                        • 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

                      • Consumers willing to spend on premium mattresses
                        • Figure 9: Mattress purchases, by amount spent, 2011-16
                      • Sleep issues create market opportunities
                      • Market Factors

                        • Housing starts deliver more bedrooms
                          • Figure 10: New residential home construction, 2010-16
                        • Consumer confidence bolsters spending on mattresses
                          • Figure 11: Consumer Sentiment Index, January 2011-17
                        • Multigenerational living creates diverse mattress needs
                        • Key Players – What You Need to Know

                          • Specialty stores lead the market
                            • Online mattresses simplify shopping
                              • Technology as the next sleep aid
                              • What’s In?

                                • Specialty mattress stores maintain leadership
                                  • Figure 12: Email and online advertising by Mattress Firm, January-February 2017
                                • Economy and discount retailers challenge specialty stores
                                  • Figure 13: Email sales promotions by Art Van Furniture, February-March 2017
                                • Online mattresses gain traction
                                  • Figure 14: Site visits among select mattress brands and retailers, December 2015
                                • Retailer partnerships bring online mattresses in-store
                                  • Figure 15: Email advertisement by West Elm featuring Casper, February 2017
                                • Reviews vital to online mattress brands
                                  • IKEA offers value solutions to larger households
                                    • Figure 16: IKEA email advertisement targeting family households, January 2017
                                • What’s Out?

                                  • Retail market is saturated with specialty stores
                                    • Temper Sealy loses contract with Mattress Firm
                                    • What’s Next?

                                      • Consumer electronics that monitor sleep
                                        • Mattresses for a personalized night’s sleep
                                          • 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

                                          • 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

                                                      • Innerspring remains a staple in category
                                                        • Figure 18: Mattress ownership – Any current ownership, January 2017
                                                      • Recent purchases and purchase intent threaten innerspring
                                                        • Figure 19: Recent purchase and plans to purchase mattresses, January 2017
                                                      • Mattress type purchased varies by age
                                                        • Figure 20: Recent purchase of innerspring, specialty foam, and hybrid mattresses, by age, January 2017
                                                      • Young adults seek inexpensive options for sleep equipment
                                                        • Figure 21: Recent purchase of sleep equipment, by age, January 2017
                                                      • Household size drives up ownership of all mattress types
                                                        • Figure 22: Any mattress ownership (net), by Hispanic origin and by household size, January 2017
                                                      • In their own words...
                                                      • Reasons for Purchasing Mattresses

                                                        • Replacement tops reasons for purchase, but quality matters
                                                          • Figure 23: Reasons for mattress purchase, January 2017
                                                        • Sleep issues among core buyers bring them to market
                                                          • Figure 24: Sleeping problems as reason for mattress purchase, by age, January 2017
                                                        • Lifestage needs create more reasons for purchase
                                                          • Figure 25: Select reasons for mattress purchase, by age, January 2017
                                                        • Mattress sales capture Hispanic purchasers
                                                          • Figure 26: Sale or special offer as reason for mattress purchase, by Hispanic origin, January 2017
                                                      • Information on Mattresses and Mattress Buying

                                                        • In-store is leading source of information
                                                          • Figure 27: Information sources for mattresses, January 2017
                                                        • Newness to the category drives word-of-mouth referrals
                                                          • Figure 28: Friends/family as information sources for mattresses, by age, January 2017
                                                        • Online media help guide core consumers along purchase journey
                                                          • 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
                                                          • Figure 31: Catalogs and TV networks as information sources for mattresses, by Hispanic origin, January 2017
                                                        • In their own words...
                                                        • Retailers Shopped

                                                          • Specialty stores lead among retailers shopped
                                                            • Figure 32: Mattress retailers shopped, January 2017
                                                          • In-store leads purchase, but opportunity exists for online
                                                            • Figure 33: Mattress purchased in-store versus online, January 2017
                                                          • In their own words...
                                                            • Retailer type varies by age and lifestage needs
                                                              • Figure 34: In-store purchases, by age, January 2017
                                                              • Figure 35: Select mattress retailers shopped, by age, January 2017
                                                            • Hispanics look for value
                                                              • Figure 36: Select mattress retailers shopped, by Hispanic origin, January 2017
                                                            • In their own words...
                                                            • Mattress Purchase Influencers

                                                              • Comfort and design-related attributes reach most purchasers
                                                                • Figure 37: TURF analysis – Mattress purchase influencers, January 2017
                                                              • Methodology
                                                                • Figure 38: Table – TURF analysis – Purchasing attributes, January 2017
                                                              • Importance of comfort and quality grows with age
                                                                • Figure 39: Select purchase influencers, by age, January 2017
                                                              • Young adults place importance on secondary attributes
                                                                • Figure 40: Secondary purchase influencers, by age, January 2017
                                                              • Hispanics align with parents on secondary attributes
                                                                • Figure 41: Secondary purchase influencers, by Hispanic origin, January 2017
                                                            • Attitudes toward Mattresses and Mattress Buying

                                                              • Mattress purchasers put quality and sleep ahead of price
                                                                • Figure 42: Attitudes toward mattresses and mattress buying, January 2017
                                                              • In their own words...
                                                                • Importance of quality changes with age
                                                                  • Figure 43: Attitudes reflecting importance of quality in mattresses, by age, January 2017
                                                                • Online mattresses slowly gain appeal
                                                                  • Figure 44: Attitudes related to online mattress shopping, by age, January 2017
                                                                • Hispanics seek extended life in their mattresses
                                                                  • Figure 45: Select attitudes toward mattresses and mattress buying, by Hispanic origin, January 2017
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Sales data
                                                                    • Fan chart forecast
                                                                      • Consumer survey data
                                                                        • Direct marketing creative
                                                                          • Abbreviations
                                                                          • Appendix – Market

                                                                              • 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

                                                                          Companies Covered

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                                                                          Mattresses - US - April 2017

                                                                          US $3,995.00 (Excl.Tax)