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US Pillows and Mattresses Market Report 2025

US Pillows and Mattresses Market Report 2025

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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.

Personalization 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

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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

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