It is the eternal question: springs or foam?
And the winner is: It depends on which consumer group you are targeting.
Our Consumer Insights Now mattress surveys, a regular feature on our editorial calendar, are full of actionable insights. This week we will look at the differences between the markets for innerspring models, favored by traditional (older) bedding consumers, and for memory foam models, favored by younger consumers. The differences are striking.
More than half (54%) of Gen Z consumers, those between the ages of 18 and 27, say they plan to buy a memory foam mattress for their primary bedroom. That’s by far the strongest support for a mattress type among any of the five demographic categories we surveyed.
Younger millennials, those between the ages of 28 and 35, also strongly favor memory foam mattresses, with 45% saying they plan to purchase a memory foam mattress.
If you are looking for a quick introduction to the key purchasers for many of the mattresses being sold online these days, you’ve just read it.
In contrast, less than one-quarter (22%) of baby boomers say they are planning to purchase a memory foam mattress for their primary bedroom, while 19% plan to purchase an innerspring mattress. Boomers are far more interested in innerspring mattresses than any other demographic group.
Overall, memory foam has an edge, with 34% of all consumers saying they plan to buy a memory foam mattress, compared to 26% who plan to purchase a hybrid and 10% who plan to purchase an innerspring mattress.
Adding the innerspring and hybrid numbers, we find that 36% of all consumers plan to purchase a bed with springs, slightly above the 34% who plan to buy a memory foam bed. So that provides a slim advantage to spring beds for consumers planning to buy a new mattress.
But the “not sure” consumers are a significant wild card. Almost one-third of consumers (30%) said they are not sure what type of mattress they will purchase. That’s a huge group — and a huge opportunity for mattress retailers. They need to keep that group in mind when addressing the shoppers who come in their stores. In all demographic groups, there are significant numbers of consumers who aren’t sure what they will buy. Retailers need to be ready to show them the full range of mattress options.
Interest in hybrids is significant in all demographic groups. Older millennials, those between the ages of 36 and 43, are most interested in hybrids.
What, exactly, is a hybrid? In our view, it’s a mattress that combines significant amounts of specialty foams and innersprings. But there is no accepted definition of a hybrid. Whatever they are, consumers say they are interested in them, and retailers should be talking about them.
