Recent consumer research found that during the pandemic, the average age of mattresses being replaced was shortened to 6.6 years: the lowest reported average in a decade. The survey is based on a sample of 500 people who had purchased a bed/mattress between October 2020 and April 2021.
42% of mattresses sold in the UK and Ireland are replacing mattresses less than 5 years old and among the under 35s surveyed, 61% say they replace their mattress in less than five years.
Unsurprisingly lockdown saw sales move online – with sales of mattresses rising from 55%to 73%. However, 60% of those who purchased online said that they would prefer to return to shopping in-store for their next mattress.
When asked whether people ordered online as a result of lockdown or social distancing concerns, 59% of the overall poll said yes. Interestingly 67% of the under 35s chose this method compared to 54% of the over 55s. So clearly, while the pandemic influenced consumer habits initially, longer-term preferences remain for shopping in-store where people can have the familiar experience of trying before they buy.
Fewer people had their old mattress taken away by the company delivering their new one, dropping from an average of 19% to 15%. Although 83% said if they’d known their old mattress was being recycled that would have influenced their decision.
Comfort remained the most important factor in the purchasing decision (70%), followed by price (57%) and reviews from other customers (37%).