Memory foam toppers tops with consumers – Sleep Studio study

-- Home Textiles Today, 3/13/2009 10:52:00 AM

At the New York Market – The memory foam mattress topper category is popular with consumers and poised for strong growth, according to results released this week from a new Sleep Studio-commissioned study.

The independent, national market research survey showed that 76% of adults are aware of the product category, with some 50 million having purchased such goods – and a projected 60 million being “extremely” or “very” likely to purchase in the future.

“There is tremendous opportunity for increasing category penetration, particularly at a time when consumers may be looking for cost efficient ways to upgrade their beds,” said Donna Foti, Sleep Studio marketing director.

Consumer motivation includes the desire to “add comfort” to their mattress, to get “a more restful night’s sleep,” and gain “better back support,” noted Sleep Studio.

For consumers making a final purchase decision, the benefit of back support was the top desire – and product features such as thickness, firmness and density were “of high importance,” the company said.

The manufacturer this week introduced its Enhanced Foam mattress topper line with trademarked Reactiv Support. “It’s a highly supportive product that provides a buoyant, floating-on-air feeling,” said Michael Rothbard, president of Sleep Studio.