Summary of our market study

The global bedding market, encompassing products such as mattresses, bed bases, pillows, and linens, is characterized by increasing consumer attention to sleep quality and health, driving the demand for innovative sleep-related products. As of 2020, bedding specialists hold the largest sales share in Germany, while e-commerce, representing around 10% of sales, has been significantly shaped by startups like Emma, leveraging fast delivery and technology. The German market, valued at €1.65 billion in 2018, exhibits a modest growth trajectory and demonstrates potential for further expansion if consumers adhere to recommended mattress turnover rates. The most sought-after mattress features remain focused on back support, comfort, and sleep quality. Internationally, Germany continues to show a trade deficit in bedding, importing notably from Poland and exporting primarily within Europe. The market is highly cyclical, with peak interest in December, linked to festive gifting. Major players include global entities like IKEA and newer disruptors such as Eve Sleep and Bett1.de. Overall, competition remains intense with a distinct trend towards online sales and an emphasis on the 'Made in Germany' label as a mark of quality..Demand Trends and Consumer Preferences in the German Bedding Market The German bedding market has exhibited a steady climb over the years, demonstrating modest yet consistent growth. The industry, which stands at a value of between €1.5 and €1.7 billion as of 2018, has expanded based on the heightened awareness of sleep quality and the willingness of consumers to invest more for improved comfort. This growth is shaped by several factors, including evolving customer demographics, predictable seasonal demand cycles, and an increasing prevalence of e-commerce within the industry. Households remain the most significant segment within the consumer base, with a lower mattress turnover rate hinting at untapped potential for growth. Particularly relevant is the tendency for mattresses to be retained for over 13 years on average, which exceeds the typically recommended lifespan of 10 years for a mattress. Notably, around 85% of mattress revenue in 2019 originated within Germany, underscoring the importance of the domestic market. The tourism sector also plays a pivotal role, with the bedding industry benefitting from a 30% surge in overnight stays in travel accommodations from 2010 to 2019. This increased demand for beds and bedding maintenance posits the sector as a crucial revenue driver for the industry. Demographics also influence sleep quality and bedding wear, with factors such as gender playing a part in market segmentation. Women, for instance, tend to sleep less and therefore contribute less to mattress wear-and-tear than men, suggesting that marketing efforts might be more effectively targeted toward male consumers. Predictable seasonality is another characteristic of the German bedding market. Search interest tends to peak around December, indicative of peak sales periods likely tied to festive season shopping trends where products such as bedding are popular as gifts. The online mattress trade, while accounting for a small portion (around 10%) of total sales, has flourished with newer entrants offering rapid delivery and advanced technology, shaking up the traditional market structure. Indeed, consumers are often drawn to mattresses priced between €120 and €550, which are the most commonly offered range online. Germany's bedding market production has seen a shift towards local production for other textiles, with a notable 25% increase in employees and a 9% increase in enterprises between 2005 and 2019. This change reflects a consumer demand for ethical and environmentally conscious production. The e-commerce segment continues to reshape distribution with mattress manufacturers and traditional sellers expanding their digital footprint. The industry's competitive nature is highlighted by slim margins, suggesting that consumers benefit from aggressive pricing strategies in.### Prominent Players in the German Bedding Market As the demand for quality sleep continues to rise, the bedding market in Germany has seen an emergence of both established giants and innovative startups catering to the diverse needs of consumers. These companies offer a range of products, from traditional mattresses to cutting-edge bed-in-box solutions. **IKEA** stands as a global powerhouse in the home furnishing industry, including bedding. Known for its wide range of affordable furniture and home accessories, IKEA's presence in the bedding market is marked by its variety of mattresses, bed bases, and linens tailored for different preferences. **Wayfair** is a massive online retailer that offers an extensive selection of bedding products among other home goods. With a digital-first approach, Wayfair has effectively captured a significant share of the market with its user-friendly platform and diverse product offerings. **Ravensberger**, a specialized mattress pure player, caters to customers looking for specialized sleeping solutions. With focus on quality and tailored products, they have carved out a unique space for themselves in the highly competitive mattress segment. **Emma** is a shining example of a successful startup in the bedding industry. Their bed-in-box concept disrupted the traditional market with quick delivery, innovative mattress technology, and flexible purchasing options that appeal to the modern consumer. **Eve Sleep** is another startup that entered the market with an aim to improve sleep quality through brilliantly designed mattresses. Their products are a testament to how a focus on design and customer experience can capture attention in a crowded marketplace. **Bett1.de** has established itself particularly in the e-commerce sector of the bedding market. With a focus on direct-to-consumer sales, Bett1.de has streamlined its operations to deliver high-quality bedding at competitive prices. **Casper**, originally a U.S.-based company that quickly expanded internationally, is recognized for its comfortable mattresses sold online. Their direct-to-consumer model enables them to offer value-driven prices and hassle-free purchasing experiences. **Traumina** leads as a preferred supplier among bedding retailers. Known for its high-quality quilts and blankets, Traumina has repeatedly earned top rankings for its products, illustrating the brand's commitment to excellence. Together, these prominent players represent a cross-section of the bedding market in Germany. From global chains to online disruptors, each company brings its own strengths to the table, offering German consumers an array of choices to fulfill their quest for comfortable and restorative sleep.
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Summary and extracts

1 Market summary

1.1 Definition and scope of study

The bedding market includes products related to sleeping such as mattresses, bed bases (or box springs), pillows and bed linen. The bedding market is a sub-segment of the furniture market. This study analyses bedding for a wide array of end-users, including households, hospitals, hotels, prisons, etc.

According to the World Economic Forum, 62% of adults consider their sleep quality as poor. Increasingly, sleep is recognised as an essential period of our life to foster health; in parallel to this, players in the bedding industry can capitalise on the increased attention given to products related to sleep. Indeed, the industry will benefit from higher expenditure on bedding features going forward.

Sales in the global bedding industry can be divided with 38% of bed bases, 30% of bed linen, 28% mattresses and the rest medical beds. Amid higher consumer expenditure, product innovation, and e-commerce all sub-segments of the global market are expected to grow. Distribution is shared between large furniture retailers (IKEA), pure players, and online players (Emma, Mattressfirm, etc.). 

In Germany, the market is healthy and mature. For instance, the nation boasts the highest number of hospital beds per 100,000 inhabitants in Europe. [Eurostat] Moreover, overnight stays in the nation have increased steadily over the last years. The mattress market has also grown, albeit at a modest pace. In relation to this, the German consumer's turnover of mattresses is lower than recommended (in other words, the mattress is not changed as often as it should be). If this information can be disclosed to a larger share of the population, the mattress market will potentially boost growth further.

In 2020 bedding specialists accounted for the largest share of sales of bedding products in Germany. However, similar to many other markets in the Western World, sales are increasingly moving online. Although the share is still low (around 10% of total sales), startups such as Emma are disrupting the market with fast delivery, edge-cutting technology, and flexible delivery options. 

List of charts presented in this market study

  • Ventes sur le marché des matelas
  • Parts de marché des différents segments de la literie
  • Chiffre d'affaires du marché de la literie
  • Distribution des revenus par type de produits
  • Commerce d'articles de literie
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Biens de consommation Literie Michel investit 2,6 M€ dans un second site de production à Yffiniac - 10/11/2022
Le fabricant MaLiterie affiche une belle progression en 2021 - 02/02/2022

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

IKEA Allemagne
Wayfair
Ravensberger Matratzen
Emma Matratze
Eve Sleep
bett1.de
Casper
Ardelaine
Bdreams
Bultex (Groupe Cofel)
Chambrekids
Cosme Literie

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