While a mattress is typically replaced every seven years, many customers return to purchase pillows and accessories within a year and a half. However, the industry faces several challenges, including a lack of standardization. While the West has only five standard sizes, India has 18, and mattress thickness also lacks uniformity. Local players can easily fulfill customized size orders, giving them an edge over organized players.

Furthermore, materials lack standardization, leading to low-quality products entering the market. Even large players resort to using subpar materials like expanded polyethylene (EPE), leading to a lack of quality control and a challenge for organized players.

Although many customers now purchase mattresses online, some still prefer to test the product before buying. To accommodate this, companies are expanding their brand stores. The wellness sector is one of the fastest-growing D2C segments, with the potential to surpass the more narrowly-focused health segment.

Despite the challenges, the mattress industry is seeing rapid growth due to the increasing awareness of the importance of sleep and the health benefits associated with quality rest. According to industry reports, the global mattress market is projected to reach $43.43 billion by 2024, driven by factors such as urbanization, rising disposable income, and changing lifestyles.

To keep up with the changing market demands, mattress companies are investing in research and development to create new and innovative products that cater to specific customer needs. For instance, some companies are developing mattresses with advanced cooling technologies to combat overheating during sleep, while others are introducing eco-friendly and sustainable options to meet the growing demand for environmentally conscious products.

Additionally, there is a growing trend towards customization, with companies offering personalized mattresses tailored to individual preferences and body types. Such products are gaining popularity, as customers are willing to pay a premium for a comfortable and personalized sleep experience.

Overall, the mattress industry is evolving rapidly, with new players entering the market and existing companies adapting to meet changing customer demands. As customers become more health-conscious and prioritize quality sleep, the industry is likely to see continued growth and innovation in the years to come.

Mental health and well-being are becoming as important as physiological wellness. The D2C wellness market can broadly be classified under three major umbrellas—nutrition, fitness, and sleep (which has in the past been the most neglected). Wellness is a relatively price elastic segment in an otherwise sensitive D2C ecosystem. Certifications are critical to establish credibility of a product and command a premium price.

Source Credits: The Times of India