With this report, understand the current market and opportunities within the pillows and mattresses category in the house and Home market. Use Mintel’s expertise to become more informed, and more able to tackle challenges in your industry. Read on to learn more about our insights.

US Pillows and Mattresses Market: Current Market Landscape

While the pandemic brought attention to the household category in a positive way, challenges have arisen as well. The mattress and pillow industry has historically struggled amid high penetration and long lifespan of products, which will only further be exacerbated due to record high inflation. Encouraging upgrades remains an obstacle. However, small pockets of opportunity exist for category players to create distinction in delivering benefits that go beyond comfort, including beauty, personalization and sustainability.

US Pillows and Mattresses Market — What Consumers Want and Why

  • Mattress and pillows are essential items within the home and experience high penetration. However, low intent to purchase rates challenge the market as replacement remains a key purchase driver, thereby keeping market growth in check.
  • Underpinning its functional nature, comfort level and quality are by far the most important attributes when shopping the category, followed by durability in a distant third.
  • Adults struggle with a variety of sleep concerns and issues, from restlessness to pain to lack of temperature control. Addressing these frustrations are key strategies for product innovation and messaging, yet nearly one quarter of respondents are happy with their current mattress and pillow, further underscoring a major challenge in growing the market.
  • The majority of mattress purchases are made in-store, supporting the considerable efforts from DTC players to enter or expand their physical footprint. While some adults leverage online for research, when it comes to big ticket purchases for the home, there is strong importance in the visual, in-person experience to confirm the quality of purchase.

Pillow and Mattress Consumer Behavior

  • Pillow and Mattress Market Share:
    Mattress and pillows are essential items within the home and experience high penetration. However, low intent to purchase rates challenge the market as replacement remains a key purchase driver, thereby keeping market growth in check.
  • Pillow and Mattress Consumer Trends:
    29% of adults browse online before buying instore and 53% prefer to feel a mattress in-person before purchasing. This demonstrates the need for retailers to deliver exceptional experiences across both channels.
  • US Pillow Industry Statistics:
    Adults struggle with a variety of sleep concerns. According to Mintel’s Sleep Health – US, 2021, the majority of the population (69%) struggle to get a good night’s sleep, citing struggles with falling asleep, staying asleep or both. However, only 26% of adults cite having trouble sleeping as a reason for purchasing a mattress, pointing to more opportunities for mattress brands to drive new purchases through claims of improved sleep and its connection to better health.

US Pillows and Mattresses Market Market Trends and Opportunities

  • Replacement drives purchases
    Necessity is the main driver behind mattress purchases, providing the market with a relatively steady base of sales. While other market factors and motivations come into play, such as trading up for higher quality or advanced features, minimal market gains reflect replacement serving as the main driver in sales trends.
  • Comfort is king
    When shopping for a mattress, comfort and quality remain universally important factors, regardless of age. Secondary attributes, like temperature control, body contouring and motion isolation are nice-to-haves, capturing only one in five shoppers and underpinning the functional nature of the category. Still, given the degree of fragmentation in the industry, these features should be more heavily communicated and the benefits that address common sleep frustrations and help deliver an improved sleep experience should be highlighted.
  • Slight uptick in those purchasing online
    The majority of mattress purchases are made in-store, supporting the considerable efforts of DTC players to enter or expand in the physical retail space. Despite most recent mattress purchases being made in a store, there was an increase in online purchases from 2019-22. The influx of pure online players and the introduction of tools and services available online, both from brick-and-mortar and online-only retailers, allowed category shoppers to become more comfortable and confident in making big ticket buys online.

Read on to discover more about the Pillows and Mattresses consumer market, read our US Sleep Health Market Report 2021, or take a look at our other House and Home Market research reports.

Quickly Understand Mattress Market Segmentation

  • Sleep preferences regarding position and occupancy.
  • Pillow and mattress ownership and intent to purchase.
  • Common sleep concerns and frustrations.
  • Purchase location and channel.
  • Factors considered when purchasing a mattress.
  • Approach to shopping for mattresses and pillows.

Covered in this Mattress Market Research Report

Leading Brands in the Pillows and Mattresses Industry: Casper, Eight Sleep, Birch by Helix, Leesa Sleep, Kea Lani, Newton Baby, Avocado Green,  SleepMe, Dock Pro.

Expert Analysis from a Specialist in the Field

This report, written by Ashley de Hechavarria, a leading analyst in the Health and Wellness sector, delivers in-depth commentary and analysis on pillows and mattresses market research to highlight current trends and add expert context to the numbers.

Consumers are coming to recognize sleep’s contribution to overall health and the direct relationship between quality sleep and other areas of holistic health. However, high penetration and long purchase cycles continue to challenge category players in growing the market, especially as budget-conscious consumers delay purchases until the economy stabilizes. Mattress and pillow brands must extend their products and messaging beyond the basic comfort and ‘fall asleep, stay asleep’ claims to educate consumers on the root of their issues and how the right items can fulfill health and lifestyle needs.

Ashley de Hechavarria, Health and Wellness Analyst
Ashley de Hechavarria
Health and Wellness Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Consumer trends
                  • Mattress and pillow ownership widespread; low intent to purchase underpins struggles
                    • Figure 1: Mattress ownership and intent to purchase, 2022
                  • Replacement drives purchases
                    • Figure 2: Reasons for mattress purchase, 2022
                  • Comfort is king
                    • Figure 3: Mattress product attributes, 2022
                  • Slight uptick in those purchasing online
                    • Figure 4: Mattress purchase channel – Online vs in-store, trended, 2019-22
                  • Mattress shopping is a hands-on experience
                    • Figure 5: Attitudes and behaviors toward mattress and pillow shopping, 2022
                  • Competitive strategies
                    • DTC brands increase physical footprint
                      • Take steps towards eco-responsibility
                        • Market overview
                          • Who’s been sleeping in your bed?
                            • Figure 6: Sleeping position, 2022
                            • Figure 7: Bed occupancy, 2022
                          • Market strains continue amid inflation
                            • Figure 8: Mattress and pillow category outlook, 2023-28
                          • Market opportunities
                            • Blur lines into health and lifestyle
                              • Support separate sleep
                                • Design for everybody
                                  • Don’t snooze on influencers
                                  • Sleep Perspective

                                    • Most Americans are side sleepers
                                      • Figure 9: Sleeping position, 2022
                                      • Figure 10: The SONU Sleep System mattress, 2022
                                    • Most share their bed space
                                      • Figure 11: Bed occupancy, 2022
                                      • Figure 12: Winkbeds, 2022
                                  • Market Factors

                                    • Cautionary spending will hinder growth
                                      • Figure 13: Consumer Price Index change from previous period, 2007-22
                                    • Major retailers file for bankruptcy amid struggling recovery from pandemic
                                      • Figure 14: Furniture Today Facebook on Serta Simmons Bedding Chapter 11 filing, 2023
                                  • Competitive Strategies and Market Opportunities

                                    • A holistic view of health prompts brand expansions
                                      • Figure 15: Casper Glow Light Instagram post– A magical light for better sleep, 2022
                                    • Clicks to bricks: DTC mattress brands enter physical retail
                                      • The rise of “sleep influencers”
                                        • Figure 16: Follow the nap Instagram post – Alex Shannon, 2019
                                      • Lean into “sleep divorce” trend
                                        • Figure 17: The New York Times article on separate sleep Instagram post, 2023
                                      • Health tech advances sleep health
                                        • Figure 18: Eight Sleep Instagram post – Sleep fitness score, 2022
                                      • Emphasis on ethics will enhance value proposition
                                        • Leverage renewable resources to minimize impact
                                            • Figure 19: Birch by Helix Instagram post – Organic and sustainably sourced mattress, 2023
                                          • Stand up for a cause your audience cares about
                                            • Figure 20: Leesa Sleep Instagram post – Purchase with purpose, 2022
                                          • Bring body positivity into the mattress space
                                            • Figure 21: Helix Sleep Instagram post – Helix Plus – Mattress for plus-size sleepers, 2022
                                        • The Pillows and Mattresses Consumer – Fast Facts

                                          • Pillow and Mattress Ownership and Intent to Purchase

                                            • Mattress and pillow landscape diversifies
                                              • Innerspring maintains dominance, newer materials gain traction
                                                • Figure 22: Mattress ownership and intent to purchase, 2022
                                              • New materials gain traction in pillows as well
                                                • Figure 23: Current pillow ownership and purchase interest, 2022
                                              • New lifestage needs spur future purchase intent
                                                • Figure 24: Current mattress interest, by generation, 2022
                                            • Reasons for Mattress Purchase

                                              • Replacement drives purchases
                                                • In their own words…
                                                    • Figure 25: Reasons for mattress purchase, 2022
                                                  • Focus on improving sleep to reach women
                                                    • Figure 26: Reasons for mattress purchase – Sleep trouble, by gender, 2022
                                                  • Younger adults in the market for more than replacement
                                                    • Figure 27: Snoozapalooza Simmons Vimeo 2020
                                                    • Figure 28: Reasons for mattress purchase, by age, 2022
                                                • Mattress Product Attributes

                                                  • Comfort, quality are top-of-mind when shopping the category
                                                      • Figure 29: Mattress product attributes, 2022
                                                    • Emphasize eco-responsibility to attract younger shoppers
                                                      • Figure 30: Mattress product attributes, by generation, 2022
                                                      • Figure 31: Avocado Green Brands Instagram post – Good for the planet and your health, 2023
                                                    • Smart technology interests peak among men, parents
                                                      • Figure 32: Mattress product attributes – Smart mattress technology, by age and gender, 2022
                                                  • Sleep Concerns

                                                    • Restlessness, overheating and pain are top sleep concerns
                                                      • In their own words…
                                                          • Figure 33: Sleep concerns, 2022
                                                        • Cooling sleep solutions: spotlight on Sleepme’s Dock Pro System + Chilipad Pro
                                                          • Figure 34: Sleepme’s Dock Pro System + Chilipad Pro Instagram post – For cooling sleep, 2022
                                                        • Younger generations struggle with sleep
                                                          • Figure 35: Sleep concerns, by generation, 2022
                                                          • Figure 36: Casper store Instagram post – Private nap sessions, 2022
                                                        • Multicultural consumers need support addressing sleep struggles
                                                          • Figure 37: Sleep concerns, by race and Hispanic origin, 2022
                                                      • Mattress Purchase Locations

                                                        • Most purchases are still in-store, but consumers are more comfortable buying online
                                                          • Figure 38: Mattress purchase channel – Online vs in-store, trended, 2019-22
                                                        • Specialty retailers maintain the lead
                                                          • Figure 39: Mattress purchase locations, 2022
                                                        • Millennials fuel online growth
                                                          • Figure 40: Mattress purchase channel – Online vs in-store, by generation, 2022
                                                          • Figure 41: Mattress purchase locations, by generation, 2022
                                                      • Attitudes and Behaviors toward Mattress and Pillow Shopping

                                                        • Shoppers seek reassurance in their purchase
                                                          • In their own words…
                                                              • Figure 42: Attitudes and behaviors toward mattress and pillow shopping, 2022
                                                            • Give younger shoppers, parents options: online, in-store or via social
                                                                • Figure 43: Attitudes and behaviors toward mattress and pillow shopping, by age, 2022
                                                                • Figure 44: Avocado Green Mattress Instagram post, 2022
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • Terms

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