Summary of our market study

The global bedding market, which encompasses products such as mattresses, box springs, pillows and linens, is characterized by growing consumer focus on sleep quality and health, driving demand for innovative sleep-related products.

By 2020, bedding specialists will hold the largest share of sales in Germany, while e-commerce, which accounts for around 10% of sales, has been strongly influenced by startups like Emma, which focus on fast delivery and technology.

The German market, valued at €1.65 billion in 2018, shows 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.

Germany has a trade deficit in bedding, importing mainly from Poland and exporting mainly within Europe.

The market is highly cyclical, with a peak of interest in December, linked to the end-of-year festivities.

The main players are global brands such as IKEA and newcomers such as Eve Sleep and Bett1.de.

Overall, competition remains intense, with a clear trend towards online sales and an emphasis on the "Made in Germany" label as a quality brand.

The German bedding market has enjoyed a steady rise over the years, posting modest but steady growth.

The sector, worth between €1.5 and €1.7 billion in 2018, has expanded thanks to growing awareness of sleep quality and consumers' willingness to invest more to improve their comfort.

This growth is driven by several factors, including changing customer demographics, predictable seasonal demand cycles and the increasing prevalence of e-commerce within the industry.

Households remain the largest segment of the consumer base, with a lower mattress turnover rate.

The tendency to keep mattresses for more than 13 years on average is particularly strong.

The tourism sector also plays a central role, with the bedding industry benefiting from a 30% increase in overnight stays in travel accommodations between 2010 and 2019. This increased demand for beds and bedding maintenance makes the sector a key revenue driver for the industry.

Women tend to sleep less and therefore contribute less to mattress wear than men.

The German bedding market is highly seasonal.

The online mattress trade, although representing only a small proportion (around 10%) of total sales, has flourished thanks to the arrival of new players

Consumers are often attracted by mattresses priced between 120 and 550 euros, the range most commonly offered online.

Local bedding production saw a 25% increase in employees and a 9% increase in companies between 2005 and 2019.

Market players

IKEA is a global powerhouse in the home furnishings sector, including bedding.
Wayfair is a huge online retailer.
Ravensberger, a pure player specializing in mattresses
Emma is a shining example of a successful start-up in the bedding industry.
Eve Sleep is another start-up that has entered the market.
Bett1.de has established itself in the e-commerce sector of the bedding market.
Casper, originally an American company, has rapidly expanded internationally
Traumina is the preferred supplier of bedding retailers.

the Bedding Market - Germany

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Number of pages : ~ 40 pages
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Last update : 01/09/2023

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.

2 Demand analysis

3 Market structure

4 Analysis of the offer

5 Rules and regulations

6 Companies

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