The mattress replacement cycle is an important metric for the sleep products industry, illustrating when manufacturers and retailers can expect shoppers to return to the marketplace. A survey from the Better Sleep Council (BSC), which leads consumer research and education for the International Sleep Products Association, reveals when consumers expect to purchase a new mattress and what triggers them to do so. No comparable survey has been conducted in Canada.
Statistically Speaking
According to the survey, consumers predominantly expect a mattress to last between eight to 10 years, yet nearly half reported they replace their mattress within seven, which is consistent with the BSC’s recommendation.
There is discrepancy between when consumers anticipate entering the replacement cycle and when they actually do, and variation depending on age, gender, location and number of children. At the broadest level, men and women expect to wait an average of 9.6 years to replace their mattress. But in reality, men enter the replacement cycle sooner than women (8.6 years versus nine).
Perhaps unsurprisingly, consumer age makes a difference. According to the survey, millennials wait the shortest time, an average of 6.5 years. That’s in contrast with baby boomers and older generations who wait the longest at 11.7 years. In the middle are Gen Z and Gen X, who expect to purchase a replacement mattress at 7.1 years and 9.2 years, respectively. Gen X experiences the smallest gap between expected and actual years between replacement, 9.3 versus 9.2, respectively.
The report found that where consumers live — rural, suburban and urban areas — also influences purchasing decisions. Those in rural areas tend to wait the longest to replace mattresses (10 years) compared with those in urban areas with the shortest cycle (7.4 years). Suburban areas land in the middle with an average of 9.3 years.
Family size affects how long consumers keep a mattress, too. Those with no children at home entered the replacement cycle after 9.2 years. Respondents with at least one child at home waited approximately 8.5 years.
Bye-bye Mattress
For 34 per cent of respondents, their mattress’ age triggers them to buy a new one, but other factors can also impact a consumer’s return to the marketplace. The most common reason for replacement is the deterioration of the mattress itself (77 per cent), including discomfort, sagging in the middle or becoming too noisy or squeaky. Next is a health or comfort reason (71 per cent). Among those who get a new mattress for health reasons, their top cause for replacement (cited by just over half of respondents) is the feeling it is no longer providing a good night’s sleep, followed by the mattress being too soft (25 per cent), body changes like weight gain or aging (14 per cent), the mattress being too firm (12 per cent) or a doctor’s recommendation (10 per cent).
Other triggers include mattress improvement or upgrades (37 per cent) and home or lifestyle improvement (34 per cent). The home improvement group is more likely to have a mattress four years old or less when compared with those whose mattress is five years or older (37 per cent versus 28 per cent).
Of those who purchased a new mattress for home improvement, 16 per cent said they made the purchase because they were moving to a new house or apartment. Other reasons included needing a mattress for a guest room or kid’s room (12 per cent), a lifestyle change like marriage, divorce or new job (nine per cent), or redecoration (seven per cent).
Consider the Source
Most consumers (57 per cent) rely on their own experiences rather than outside sources when deciding how frequently to replace a mattress. Outside sources that helped consumers decide when to enter the replacement cycle were word of mouth (24 per cent) and online reviews (21 per cent). The least popular sources of information were recommendations from retail sales associates (10 per cent), references on consumer websites or blogs (10 per cent) and what medical professionals recommend (nine per cent), suggesting information from trusted individuals within consumers’ networks holds more weight than that of third parties.
Something New
Once consumers decide to shop for a new mattress, when do they plan to buy? And what?
Of the 81 per cent of respondents who said they were planning to replace their mattress, 33 per cent plan to do it within two years, compared with eight per cent in the next few months. Those on longer timelines for replacement expect to purchase a mattress in the next three to four years (19 per cent), five to seven years (16 per cent) or eight to 10 years (eight per cent). Just five per cent planned to wait 11 years or longer. Although most knew when they would replace their mattresses, 13 per cent of consumers were unsure. Surprisingly, six per cent stated they did not plan to replace their mattress.
A little more than half of respondents with replacement plans intend to buy only a mattress, compared with 36 per cent who plan to get a new mattress set (mattress and flat box spring or foundation), and 13 per cent who said they would purchase a mattress and adjustable foundation. For consumers who expect to buy a mattress soon, many know the size they’ll be purchasing and how much they want to spend. According to the survey, eight in 10 respondents would buy a king, California king or queen size. On average, those consumers are willing to spend approximately $1,300 US for a mattress or mattress set. Smaller sizes are less popular, with just 10 per cent of consumers intending to buy a full-size or double mattress, followed by four per cent who plan to purchase a twin size.
On-brand
The power of advertising is well-documented and the sleep products industry is no exception. One-third of consumers who have purchased a mattress say that an advertisement was one of the reasons they began shopping, typically prompted by a sale, special offer or coupon. Other information included in advertising that inspired a purchase was state-of-the-art technology (39 per cent), followed by a new mattress brand (26 per cent).
Interestingly, two-thirds of consumers say their current mattress is a different brand than their previous one. Further broken down, those consumers’ top three reasons for purchasing a different brand included a low price or discount (38 per cent), better brand reputation (31 per cent), or dissatisfaction with their previous mattress or mattress set (21 per cent). Of the 13 per cent of consumers whose current mattress is the same brand as their previous one, almost half said it was related to satisfaction with their last mattress or mattress set. Perhaps unsurprisingly, fewer than half of consumers say they are highly likely to purchase the same brand as their current mattress. According to the survey, only one-quarter of respondents say they are “highly knowledgeable” about mattress brands.
Money Talks
Similar to mattress replacement cycle timing, demographics influence spending behaviour. According to the survey, the amount consumers spend steadily increased from the youngest to the oldest generations, suggesting older consumers are more likely to pay more. Baby boomers and the silent generation (born between 1928-1945) are willing to pay, on average, $1,405 US. That number decreases with every generation below it. On average, Gen X is willing to shell out $1,233 US, compared with $1,075 US for millennials. That’s a sharp contrast with Gen Zers, who expect to spend just $656 US.
Education is also a factor. On average, those with college education were open to spending approximately $211 US more than those without a diploma.
Once again, consumers’ locations seem to make a difference, too. Those in urban and rural areas were willing to spend a similar amount ($1,034 US and $1,060 US, respectively). In contrast, those in suburban areas expect to pay more, an average of $1,320 US.
So, how does consumer spending today compare with 2016 and 2020?
With dollar value adjusted for inflation, the amount consumers expect to pay, their willingness to pay and their actual spending have all decreased.
Of those surveyed, half of consumers believe mattresses are fairly priced, although four in 10 believe they are too expensive. Just five per cent were unsure. None surveyed thought they were too cheap for their perceived value. Another trend worth noting is that since 2020, the perceived price of a mattress has decreased.
Kathryn Greene is a senior editor for Sleep Savvy and BedTimes magazines.