Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
- Enhance consumer education, especially for younger consumers…
- Graph 1: mattress ownership and purchase intent – do not own, but plan on purchasing within the next two years, by age, 2025
- …by highlighting sleep trials to allow for experimentation
- Justify the price point of products by highlighting BPC benefits
- Graph 2: select mattress and pillow purchase influencers and interest in sleep product innovations, 2025
-
Market Dynamics
- Market context
- Both annual and core inflation increased by more than expected in January
- Graph 3: headline CPI and core CPI, 2021-25
- Consumer sentiment declined by 10% from January – falling to its lowest level since late 2023
- Graph 4: consumer sentiment index, 2022-25
- Market drivers
- Heightened focus on sleep health
- Tariffs impact manufacturing and material costs
-
CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts continued
- Bed sharing behavior
- Prioritize dual comfort solutions for couples, but do not forget about solo sleepers
- Graph 5: bed sharing behavior, 2025
- Target higher-income couples seeking premium comfort
- Graph 6: select bed sharing behavior – a partner, by household income, 2025
- Target higher-income couples seeking premium comfort
- Educate and empower younger consumers with sleep technology and VR tools
- Graph 7: select bed sharing behavior – I have a bed to myself, by age, 2025
- Finding a mattress is like picking a partner
- Sleep position behavior + bed occupant sleep position
- There is alignment in sleeping styles for side sleepers, but still opportunity for back sleepers
- Graph 8: sleep position behavior, trended 2023-25
- Graph 9: bed occupant sleep position behavior, 2025
- There is alignment in sleeping styles for side sleepers, but still opportunity for back sleepers
- Graph 10: sleep position behavior and bed occupant sleep position behavior, 2025
- Create sleep products specifically designed for women’s comfort and side-sleeping needs
- Graph 11: select sleep position behavior – side sleeper and back sleeper, by gender, 2025
-
CONSUMER INSIGHTS AROUND MATTRESSES
- Mattress ownership and purchase intent
- Traditional formats lead the pack, but alternative formats are emerging
- Graph 12: mattress ownership and purchase intent, 2025
- Consumers recognize non-traditional lifestyles need non-traditional mattress types
- Brands showcase the additional advantages of alternative mattress types
- Tap into parents’ willingness to purchase for themselves and their children
- Graph 13: mattress purchase intent – do not own, but plan on purchasing within the next two years, by parental status, 2025
- Embrace inclusivity: build trust with LGBTQ+ consumers through authentic marketing
- Graph 14: mattress purchase intent – do not own, but plan on purchasing within the next two years, by LGBTQ+ status, 2025
- Draw inspiration from Avocado’s commitment to allyship through authentic media representation
- Mattress purchase influencers
- Prioritize comfort and longevity to drive mattress purchases…
- Graph 15: mattress purchase influencers, 2025
- …but go beyond generic terms like comfort and durability to provide more-specific issues
- Graph 16: mattress purchase influencers, by age, 2025
- Emphasize BPC benefits in mattresses to appeal to women and parents
- Graph 17: mattress purchase influencers, women and parents 2025
- Mattress purchase channels
- Mattress buying is still an in-person process
- Graph 18: mattress purchase channel, 2025
- Online-only solutions are small but mighty
- Take inspiration from brands like Casper to utilize pop-up stores for online-only retailers
-
CONSUMER INSIGHTS AROUND PILLOWS
- Pillow ownership and purchase intent
- Traditional formats dominate today, but alternate formats show the greatest potential for future growth
- Graph 19: pillow ownership and purchase intent, 2025
- Traditional formats dominate today, but alternate formats show the greatest potential for future growth
- Younger consumers are open to alternative formats
- Graph 20: select pillow ownership and purchase intent – do not own, but plan on purchasing in the next two years, by select ages, 2025
- Pillow purchase influencers
- Focus on premium benefits to engage consumers beyond essential need
- Graph 21: pillow purchase influencers, 2025
- Develop products with cooling and hypoallergenic properties for women
- Graph 22: pillow purchase influencers, women, by age, 2025
- Prioritize hair health for Black consumers with the right pillow accessories
- Pillow purchase channels
- Encourage online pillow purchases through deeper personalization
- Graph 23: pillow purchase channels, 2025
- Pluto pillow revolutionizes sleep with personalized comfort
-
ATTITUDES AND PURCHASE BEHAVIOR OF PILLOWS AND MATTRESSES
- Innovation in sleep products
- Consumers demand practical products to rationalize price point…
- Graph 24: interest in sleep product innovation, 2025
- …but can also lean on tech to build consumer purchasing confidence
- Younger and middle-aged consumers drawn to sleep products promising skin and hair health benefits
- Graph 25: select interest in sleep product innovation – sleep products promoting skin and hair health, by age, 2025
- Focus on scents to enhance sleep for Black consumers
- Attitudes and behaviors in pillows and mattresses
- Help consumers as they experiment with what works for them and their families
- Graph 26: attitudes and behaviors around pillows and mattresses, 2025
- Simplify choices and build confidence to drive growth
- Parents need support managing the evolving sleep needs of growing children with adaptable sleep solutions
-
INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Helix lets consumers choose between cooling and non-cooling options
- Double-sided mattress for different firmness
- Fufuly uses breathing technology to make pillow a self-care staple
- Marketing and advertising
- Boring goes back to the basics
- Ikea sends “U up?” text to engage consumers having trouble sleeping
-
Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
US Pillows and Mattresses Market Analysis
The US pillows and mattresses market in 2025 faces economic challenges like rising inflation and tariffs, increasing costs and impacting consumer spending.
From 2021 to early 2025, inflation rose and consumer sentiment dropped, reflecting uncertainty in the pillows and mattresses market. Despite this, demand remains strong due to consumers prioritizing sleep quality and seeking health-focused innovations such as cooling and hypoallergenic mattresses. Looking ahead, as inflation eases in the foreseeable future, the pillow market and the mattresses market are expected to grow with a focus on personalization, education, and tech-driven products, driven by increased discretionary income and wellness awareness.
US Pillows and Mattresses Market Trends
Consumer trends in the US pillows and mattresses market show a strong shift toward personalization and wellness, with almost 90% of buyers prioritizing sleep quality over quantity. More than half share beds with partners, driving demand for dual-comfort and motion-isolating products, while solo sleepers seek tailored solutions like gel-infused memory foam and natural latex. Younger consumers, who often lack clear preferences, are drawn to online shopping but need guidance through educational tools and flexible trial offers. Additionally, there’s growing interest in sleep products that promote skin and hair health, especially among women and Black consumers who value cooling and hair-friendly materials. Sustainability and inclusivity are also key, with eco-friendly materials gaining traction and brands in the US Bedding Market being expected to authentically represent diverse groups such as LGBTQ+ consumers.
Purchasing the US Pillows and Mattresses Market Report 2025 offers key insights into consumer preferences, sleep habits, and purchase drivers within the pillows and mattresses market. It highlights opportunities in personalization, wellness innovations, and digital engagement to boost growth. The report helps brands across the US Bedding Market adapt to trends like sustainability and inclusivity, enabling them to better meet changing consumer needs and stay competitive.
About The Report
The US Pillows and Mattresses Market Report 2025 delivers comprehensive insights into consumer behaviors, purchase intentions, and key market drivers shaping the pillows and mattresses industry. Covering areas such as mattress and pillow ownership, sleep and bed-sharing habits, purchase influencers, and channel preferences, the report also explores emerging trends in personalization, health-focused innovations, and sustainability within the bedding market. Based on extensive consumer surveys and market analysis, the Pillows Market and Mattresses Market report is valuable for manufacturers, retailers, marketers, and product developers aiming to understand evolving consumer needs, identify growth opportunities, and craft strategies that resonate in a competitive and dynamic market.
Key Topics Analyzed in the Report
- Market factors and drivers affecting the growth trajectory of pillow and mattress sales
- Bed sharing behavior
- Sleep position behavior and bed occupant sleep position behavior
- Mattress ownership/purchase intent and pillow ownership/purchase intent
- Mattress and pillow purchase influencers
- Mattress and pillow purchase channels
- Interest in sleep product innovations
- Attitudes and behaviors around pillows and mattresses
Meet the Expert Behind the Analysis
This report was written by David Hamlette. David joined Mintel as a health and wellness reports analyst in August 2023. Prior to Mintel, he worked as an associate market research consultant in Chicago, providing qualitative insights for CPG and pharma companies. He graduated from George Mason University with a B.S. in Psychology, and the University of Chicago with a M.A. in Social Science.
Download Report SummaryPersonalization caters to individual pillow and mattress needs, while health-focused designs reflect the growing demand for wellness-driven choices and improved sleep lifestyles.
David Hamlette
Research Analyst; Health and Wellbeing
£ 3,695 (Excl.Tax)
- Pay via credit card or invoice
-
PDF, PPT and Excel download delivered instantly
Instant delivery when paying by credit card, invoice orders may take longer
-
Save up to 20% when you purchase multiple reports
Save 10% when you purchase two reports together.
Save 15% when you purchase three reports together.
Save 20% when your purchase four or more together.
Discount automatically applied at checkout
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact usTrusted by global industry leaders
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact us
