The mattress market - Italy (2024)

1.2 The global mattress market

Mattresses are necessary items for home furnishings and, as such, their demand has experienced steady growth over the years.

In fact, the global mattress market is booming; it is worth, in ****, $**.** billion and is expected to expand at a CAGR of *.* percent between **** and ****, reaching a total value of $**.** billion by the end of the period.

Several reasons contribute to this increase, including increased spending on product innovation, which in turn increases mattress offerings, and also contributes to more affordable designs. This occurs in parallel with societal trends that increasingly value sleep quality. For example, memory foam and latex mattresses contribute to higher product quality and are therefore segments to watch in the future. In addition to this, emerging countries are contributing to the increase in purchasing power [***].

E-commerce is also playing an increasingly important role as furniture sites become more popular.

Mattress market World, ****-****, in billions of dollars Fortunebusinessinsights

1.3 The Italian domestic market for mattresses

Between **** and ****, the turnover of Italian mattress manufacturing companies increased by **.* percent, from *** million euros to ***.* million euros. After steady growth from **** to ****, peaking in **** at ***.* million euros, a decline is observed in **** and ****, with a *.* percent decrease from ****. Despite the recent decline, the sector maintains a positive trend compared to ****.

Turnover of Italian mattress manufacturing companies [***] Italy, ****-****, in millions of € Istat, Companies Register

The value of mattress production in Italy increased by **.* percent between **** and ****, from €***.* million to €***.* million. After continuous growth through ****, culminating in a peak of ***.* million euros, there was a * percent decline in ****. Despite the decline, the sector showed solid overall growth compared to ****. Comparing this figure with the turnover of Italian mattress manufacturing companies, a parallel trend emerges, with both figures peaking in **** before declining in ****.

Value of mattress production Italy, ****-****, in millions of € Istat

The Italian mattress market is expected to grow strongly between **** and ****, with an overall increase of **.* percent at a European compound annual growth rate (***) of *.** percent. It starts from a value of €*,***.* million in **** and rises to €*,***.* million in ****. This increase indicates an evolving sector with continued development opportunities. Italian mattress market value forecast Italy, ****-****, in millions of ...

1.4 Exports and imports of mattresses

To analyze mattress exports and imports, UN Comtrade commodity codes ****** and ******, i.e., mattresses made of cellular rubber or plastic and mattresses made of other materials, were taken into account along with related data.

Between **** and ****, mattress imports to Italy remained relatively stable, ranging from $***.* million to $*** million, with a slight overall decrease of *.* percent. Exports, on the other hand, showed a more pronounced downward trend, falling from $***.* million in **** to $***.* million in ****, a decline of **.* percent. The coverage ratio, which measures the ratio of exports to imports, dropped significantly from *** in **** to *** in ****. This indicates a reduction in Italy's ability to export mattresses relative to its imports, signaling a decrease in the sector's competitiveness internationally

**.*Evolution of Italian Mattress Imports and Exports Italy, ****, million USD and % Source: ****

In ****, France was the main destination for Italian exports of rubber or plastic foam mattresses, absorbing **.** percent of the total. This was followed by the Czech Republic with **.** percent and Germany with *.** percent. Poland, Bulgaria, Japan and the US had a smaller share, varying between *.* percent and *.** percent. The remaining markets, grouped under "Others," accounted for a significant portion, **.** percent, highlighting the spread of Italian exports to a wide and diverse range ...

1.5 Inflation suffered by the sector

The mattress industry has suffered significant impacts due to inflation, manifested in several areas of production, distribution, and consumption. Inflation has led to an increase in the cost of raw materials, such as latex, polyurethane foams, springs, and fabrics, which are critical to the production of mattresses. This increase in production costs has inevitably pushed manufacturers to raise the final prices of mattresses to maintain profit margins. In response to inflation, companies in the industry have adopted several strategies. Some have opted to reduce profit margins, trying to absorb some of the increases so as not to lose customers, while others have focused on greater production efficiency, optimizing processes and reducing waste to keep costs down. Another important aspect of the industry's reaction has been increased product differentiation and improved perceived quality. Manufacturers invested in new technologies and innovative materials to justify higher prices, offering mattresses with advanced features such as ergonomic support, temperature regulation, and environmentally sustainable materials. This has allowed them to position products at a higher end of the market, where consumers are less price sensitive. At the same time, inflation has prompted some manufacturers and retailers to focus on the "value for money" segment, offering cheaper but ...

2.1 Overview of demand

Between **** and ****, the value of production sold of mattresses in Italy showed a seesaw trend. After a sharp decline of ** percent in **** compared to ****, the value rebounded in **** and continued to grow to reach ***.* million in ****. Overall, compared to ****, there is a **% increase, with significant growth in the last year, which saw a **.*% increase from **** to ****.

Value of production sold of mattresses Italy, ****-****, in millions of € Istat

The categories present in the production sold of mattresses are as follows, and they have these percentages within the market:

[***] mattress supports (***) [***] honeycomb rubber mattresses [***] honeycomb plastic mattresses [***] mattresses with metal springs [***] mattresses of other materials, n.e.c. Breakdown of various types of mattresses in production sold by value Italy, ****, in % Istat, Businesscoot elaboration Mattress production in Italy between **** and **** showed a significant fluctuation in quantity. After growing from *.** million pieces in **** to a peak of *.** million in ****, production dropped sharply to *.** million in ****, marking a **.* percent decrease from ****. However, there was a partial recovery in ****, with production rising again to *.** million, though still below pre-**** levels. This trend indicates a volatile market. Realized quantity production of mattresses [***] Italy, ****-****, in millions of pieces Istat

Sold production of mattresses in Italy ...

2.2 Demand drivers

In ****, the most preferred type of mattress for Italians was spring mattresses with memory, chosen by **% of consumers. Memory mattresses followed at a distance, accounting for **% of preferences. Latex mattresses, as well as traditional spring, pocket sprung and orthopedic mattresses, each have a *-*% share. Other mattress types make up only *% of preferences.

What type of mattress do Italians prefer? Italy, ****, in % Eminflex

Demand for mattresses has been steadily increasing in recent years; consumers are increasingly interested in the quality of bedding and are thus driving the market in its growth. The main drivers of this trend can be found in the growing number of housing units and the increasing sleep disorders that Italians experience. In addition to this, hotels and hospitals represent a very significant segment of mattress demand in Italy.

According to a survey conducted by Manifattura Falomo, **.* percent of people surveyed consider sleep extremely important, and another ** percent consider it quite important. Despite this, it seems that the majority of people (***), Bocconi University and the Mario Negri Pharmacological Research Institute, in collaboration with the Doxa Institute.The results show that nearly one in three Italians sleep an insufficient number of hours and one in seven report unsatisfactory sleep ...

2.3 Seasonal demand for mattresses

The graph below aims to shed light on consumer usage patterns and highlights any cyclicality in the mattress industry based on fluctuations in keyword searches at different times of the year.The "Trend Index" represents the proportion of searches for a given term in a given region during a given time period, compared to when it was the most searched (***).Thus, a value of ** means that the keyword was used less often in the relevant region, and a value of * means that there is not enough data for this keyword.

Search interest for "Mattress" Italy, ****-****, Google Trend Index Source: ****

As can be seen from the graph,there seems to be a small positive spike at the beginning of the year, however, overall this market does not show any particular cyclicality. This can be explained by the fact that mattresses are common long-lasting goods, which usually have a life of up to ** years.

3.1 Distribution channels

The mattress market in Italy is a patchwork of distribution channels, each catering to specific consumer needs and offering a different shopping experience.

Specialized Stores

Let's start with specialty stores, where buying a mattress becomes a customized experience. In these stores, you will find sleep professionals ready to guide customers in choosing the ideal product, whether it is to alleviate back problems or to find the perfect comfort for a good night's rest. Brands such as Dorelan, Tempur and Magniflex are common, and the added value here is the chance to try several mattresses before deciding, with the security of delivery and assembly service often included.

Large Furniture Chains

Large furniture chains, such as IKEA, offer a wide range of mattresses. These stores combine the purchase of the mattress with that of other furniture, allowing entire rooms to be furnished in a single visit. There is a wide choice, although assistance may be less personalized than in specialty stores. However, competitive prices and frequent promotions attract a clientele seeking quality without spending too much.

E-commerce and Online Sales

The landscape is further enriched by e-commerce, which has transformed the way Italians buy mattresses. Today, many prefer to choose from the comfort ...

3.2 Structure and dynamics of the Italian market

Between **** and ****, the number of mattress manufacturing enterprises in Italy showed a fluctuating trend, but with an overall stable trend. In ****, there were *** enterprises in the sector, which declined steadily to a low of *** in ****, down *.* percent from ****. In ****, however, there was a sharp recovery, with the number of enterprises increasing to ***, surpassing **** levels and marking a growth of *.* percent from the previous year.

Evolution of the Number of Mattress Manufacturing Enterprises and Value of Production Italy, ****, in units and millions of euros Source: ****

In ****, most enterprises active in mattress manufacturing in Italy were limited liability companies, accounting for **.** percent of the total. Sole proprietors, freelancers and the self-employed made up **.** percent of enterprises, while general partnerships accounted for **.** percent. Limited partnerships covered *.** percent, while corporations and limited partnerships accounted for only *.** percent. Finally, enterprises with other legal forms made up a marginal share of *.** percent. These data indicate a prevalence of more structured corporate forms, such as LLCs, but also a significant presence of small sole proprietorships. Legal form of enterprises active in mattress production Italy, ****, in % Istat The number of employees in the mattress manufacturing industry in Italy has shown steady growth from **** to ****. Starting from *,*** in ****, the number ...

3.3 Structure of enterprises

Manufacturing enterprises can be analyzed in terms of structure and specialization. Enterprises of this type are organized intopartnerships (***).

The Italian IRS has published a report categorizing enterprises according to their specialization:

Production of polyurethane and latex mattresses; Regeneration of wool mattresses; Production of spring mattresses; Multi-specialized.

As we can see, firms specializing in the production of polyurethane and latex mattresses and multi-specialized firms tend to be in the form of partnerships, suggesting that these are larger and more important types of firms.In contrast, firms specializing in the regeneration of wool mattresses and the production of spring mattresses are more likely to be smaller in size and, therefore, more simply structured, like sole proprietorships.

This is also confirmed by the type of customers the different firms count: the first and fourth types of firms earn most of their revenue by selling to wholesalers and furniture manufacturers, hospitals and hotels, while the third type sells most of its production to individuals.

Structure of Enterprises divided by Production Specialization Italy, ****, in units Source: ****

3.4 Distribution channels of the furniture industry

Analyzing the evolution of the number of businesses in the furniture, lighting and household goods retail sector, it is possible to show a contraction between ****-****. Specifically, the number of businesses declined by **.* percent from **,*** to **,*** during the period analyzed. The decline appears to be constant during the entire period, and the individual annual changes are homogeneous with each other.

Firms in the retail trade of furniture, lighting and other household articles in specialized establishments (***) Italy, ****-****, in thousands Istat Despite the decline in the number of enterprises, regarding the total turnover of the sector there is a definite growth between **** and ****. During the period analyzed, total turnover increased from **.** billion euros to **.** billion euros, marking a growth of **.* percent. The growth appears to be constant throughout the entire period, with one exception in ****, when compared to ****, total turnover fell by *.*%. However, in **** the sector shows clear signs of recovery, with total turnover growing by **.*% compared to ****.

Total enterprise turnover in the retail trade of furniture, lighting and other household articles in specialized establishments (***) Italy, ****-****, in billion euros Istat

3.5 The main manufacturers

Mattress Factory Montalese s.p.a: is a company specializing in the production of mattresses and sleeping accessories. Founded in ****, the company has established itself in the industry thanks to the quality and innovation of its products. The range of products offered by Materassificio Montalese includes various types of mattresses, such as memory foam, pocket sprung, orthopedic and latex. In addition, the company also produces pillows, bed bases and other sleep-related accessories designed to provide maximum comfort and support. With an unwavering commitment to research and development, Materassificio Montalese has dedicated itself to continuously improving its products, adapting them to the evolving needs of consumers.

Dorelan (***): founded in **** and formally known as B&T S.p.A., is a major Italian company specializing in the production of mattresses and sleep systems. Founded in [***], Dorelan has built its reputation on the quality and innovation of its products over the years. The range of products offered by Dorelan is vast and diverse, including memory foam, pocket sprung, latex, and orthopedic mattresses. In addition to mattresses, the company also manufactures pillows, bed frames, and beds, with a focus on comfort, well-being, and ergonomic support. Dorelan is known for its focus on quality materials, ergonomics, ...

4.1 Types and characteristics of mattresses

In general, there are five main types of mattresses:

Polyether mattresses: an inexpensive foam with poor ventilation and reduced durability. Recommended as an extra bed or for occasional sleeping. Memory foam mattresses: these are the most common mattresses in this selection because they are lightweight, easy to carry and have many advantages over other models. Foam models are increasingly purchased because they are comfortable and relatively flexible due to their memory foam composition. These memory mattresses are popular because they adapt to each person's morphology and, depending on the body heat and weight exerted on the mattress, acquire the ideal shape for the user. They are also sustainable models. Latex mattresses: Latex, natural or synthetic, is often hard but flexible enough to be comfortable. However, some types of latex can be produced synthetically. Natural latex is made from the sap of the rubber tree and has the advantage of being very comfortable because it is very elastic. In addition, it is an excellent natural moisture regulator that can last for many years if maintained properly. Today, natural latex mattresses have significant costs, unlike those with synthetic materials Viscoelastic mattress: Unlike other foams, it does not bounce (***) and is sensitive to heat. ...

4.2 A wide range of prices

A list with price ranges for some product types is offered below. In particular, mattresses made of memory foam and spring mattresses are analyzed, both in single (***) sizes.

Memory Foam

Spring mattress

4.3 New consumer trends and preferences

In recent years, the Italian bedding industry, and the mattress industry in particular, has been undergoing a period of great transformation, with real revolutions that have seen new brands, particularly foreign ones, enter the e-commerce market exclusively. Many industry leaders have decided to renew themselves to keep up with the times, and many others have changed their business model and them distribution channels. The main trends in the mattress industry are as follows.

Customized mattresses

The trend toward customization has affected several markets, from beauty and cosmetics to technology. Major players in the market have begun to offer such mattresses that are made to the end user's specifications and needs. Suppliers are offering customizations in size, shape, and design aspects for the customer, along with options to customize the mattress to meet special medical conditions and preferences in cushions, firmness, and layers.

This trend will further drive the market, as it may push consumers to change their current mattress ahead of time (***) in order to benefit from the newer, customized version of it.

Eco-friendly mattresses

Once again, the mattress market is experiencing a trend that is global in its size and impacts almost every sector of the global industry. The growing ...

5.1 The regulation for the manufacture of mattresses

Because of the proximity of the mattress to the human body and the high exposure time of individuals to their mattresses, important health regulations apply to this area.

Italian legislation is based on the EU Mattress Regulations [***].

For example, conditions for the treatment of mattresses are regulated by Regulation No. ***/**** of the European Parliament . Specifically, this regulation aims to reduce human exposure to diseases, microorganisms and other pests caused by theuse of certain "biocidal" materials and products to treat mattresses.

The EU through R Regulation No. ***/**** covers the use of biocide in mattresses marketed in the community. Biocides are agents that prevent the growth of bacteria and microbes to ensure good mattress hygiene. However, these agents can pose risks to humans and wildlife if used improperly. The regulation, therefore, provides a framework for manufacturing processes to ensureconsumer safety as well as environmental compliance .

Finally, labels such as Global Organic Latex Standard (***) but also compliance with safety standards or compliance with European standards. However, the still very high price of these new products remains a major obstacle to their standardization, even though they are increasingly being considered by consumers.

5.2 Furniture bonus

That of mattresses is among the purchases facilitated by the Furniture Bonus. This is an Irpef deduction for the purchase of furniture and large household appliances, intended to furnish a property undergoing renovation. The deduction is to be calculated on a maximum amount of *,*** euros for the year **** and *,*** euros for ****, including any transportation and assembly expenses, and must be divided into ten equal annual installments. For ****, the expenditure ceiling on which to calculate the deduction was **,*** euros while for **** it was **,*** euros. Payment must be made by bank transfer or debit or credit card. However, payment by bank checks, cash or other means of payment is not allowed.

Regardless of the amount of expenses incurred for renovation work, a ** percent deduction calculated on a maximum amount of *,*** euros for the year **** and *,*** euros for **** is available. The maximum expenditure limit concerns the individual real estate unit, including appurtenances, or the common part of the building being renovated. Thus, a taxpayer who performs renovation work on multiple property units will be entitled to the benefit multiple times.

6.1 Segmentation

6.2 Online traffic

The following is an analysis of traffic on the e-commerce sites of the leading mattress manufacturers in Italy.

Between January **** and December ****, the aggregate value of online traffic appears to be growing. Specifically, while in **** the average monthly value of traffic was ***,*** visits, in **** there is an average of ***,*** visits. Thus, the increase in traffic stands at *.* percent. Moreover, as can be seen from the graph below, the trend in traffic value is fluctuating throughout the entire period with wide fluctuations in the values recorded in each month.

Organic and paid traffic of the sites of leading mattress manufacturers World, ****-****, in thousands Semrush

Then analyzing the distribution of traffic among the different players, between **** and **** PerDormire.com (***) and Evergreen.it account for *.*%, *.*% and *.*% of total online traffic, respectively.

Organic and paid traffic of the websites of leading mattress manufacturers, breakdown by manufacturer World, ****-****, % Semrush COMPANY ORGANIC TRAFFIC ****/**** PAID TRAFFIC ****/**** TOTAL TRAFFIC ****/**** PerDormire (***) *.***.*** ***.*** *.***.*** Dorelan (***) *.***.*** ***.*** *.***.*** Eminflex (***) *.***.*** ***.*** *.***.*** Emma-Materassi *.***.*** ***.*** *.***.*** InMaterassi *.***.*** **.*** *.***.*** Marion Latex *.***.*** * *.***.*** Baldiflex ***.*** ***.*** ***.*** Mattresses and Mattresses (***) ***.*** **.*** ***.*** Evergreen ***.*** **.*** ***.*** TOTAL **.***.*** *.***.*** **.***.***

• Conforama Italia
• B&B Italia
• Materassificio Montalese s.p.a
• Emma Matratze
• Dorelan (B&T s.p.a)
• Eminflex (COG S.R.L)
• Marion Latex (Emme Group s.p.a)
• Alessanderx s.p.a
• Evergreenweb s.r.l
• Baldiflex (Baldi s.r.l)