More consumers sleeping alone, says NBF
More and more people are sleeping or living alone, according to research by the National Bed Federation (NBF) which found that a third of all mattress sales are now going to people buying a bed just for themselves.
According to the NBF’s latest consumer research [based on a sample of 500 people who had purchased a bed/mattress from September 2019 to February 2020], the number of people who said they were buying a mattress for themselves alone rose from 24% to 32% over the past six months, while the number of purchases for couples fell below the 50% mark for the first time, to 49%. The number of lone mattress sales was highest among the under-35 age group.
NBF marketing manager Simon Williams says: “Interestingly this would seem to support another survey we have just done (Separate Beds research conducted by YouGov, 20th-21st January 2020) which showed nearly one in six (15%) British couples who live together now sleep apart. As well as the rising number of people now living on their own, I think for many people, separate beds may be the only way to achieve a good night’s sleep.”
The research also showed that while 69% of mattresses are being replaced in less than 10 years, there has been a fall in mattresses being replaced in less than five years, down from 39% to 32% – a sign perhaps that while people appreciate the need to replace their mattresses regularly, people are becoming more aware of sustainability and recycling issues.
The NBF says that online now represents 55% (previously 51%) of sales, while in-store accounts for 42% and mobile 2%.