Since its creation, EBIA has conducted 3 important consumer surveys in its member countries on European Consumers perceptions and Expectations towards Mattresses: in 2002, 2007 and 2011. The relevant questionnaire, developed by the Marketing Committee, was conceived in such a way as to insure continuity and uniformity, thereby enabling an objective comparison of the results.
The major conclusions of the 2002 study clearly indicated that when asked about the features of a good mattress consumers spontaneously opted – by decreasing order of importance – for the following essential features:

• COMFORT TYPE: comfortable, firm, both flexible & firm;
• HEALTH & SLEEP QUALITY: good for the back, provides a good sleep;
• PRODUCT QUALITY: long durability, made of quality materials, keeps its shape over time.

The 2007 survey demonstrated that the top 3 features for a good mattress have somewhat changed in the meantime, consumer preferences shifting increasingly towards solutions for back problems and a good night’s sleep.

• GOOD FOR THE BACK;
• GOOD SLEEP;
• KEEPS ITS SHAPE.

In the 2011, the shape of the mattress over time was out of the top 3 features and comfort once again became a very important characteristic.

• GOOD FOR THE BACK;
• COMFORTABLE;
• PROVIDES GOOD SLEEP.

These surveys are of considerable value to the EBIA members in providing clear indications on actual market trends & tendencies, both as regards the developments in their respective countries and at pan-European level.

Main Conclusions of the 2002 Survey

•  According to this survey, European consumers purchase a mattress for their own purpose “only” every 11 years or so. This accounts for the fact that their spontaneous perception about a good mattress is mostly made of “generic product promises” (comfort, health, quality, durability ) rather than technical considerations and technology benefits comparisons.

• Nonetheless, whatever the date of their last purchase, they show a surprisingly acute perception of prices, warranty length and qualitative aspects.

• Despite the many differences in terms of product offer and distribution channels structure between the 7 surveyed countries, a significant convergence between their consumers behaviors and expectations is found, making room for an overall European bedding consumer approach.

• Regarding their last mattress purchase, the 861 consumers interviewed during this work were, generally speaking, reflexive of their national market structure, both in terms of technology split (springs, latex, foam etc…) and distribution channels.

• In their search for product information they relied mostly on the salesman’s advice (except in Italy ) and only to a very small extent on brand advertising.

Main Conclusions of the 2007 Survey

Main Conclusions of the 2011 Survey