28. July 2020
AFPF: Consumers are more likely to buy a mattress containing CertiPUR-US-certified foam
According to benchmark research conducted through an independent, nationally recognised SurveyGizmo consumer panel for the CertiPUR-US programme, nine out of ten recent or upcoming mattress buyers were more likely to purchase a mattress that contains CertiPUR-US-certified flexible polyurethane foam. CertiPUR-US is a certification programme for flexible polyurethane foam used in bedding and upholstered furniture that is administered by the Alliance for Flexible Polyurethane Foam (AFPF), a not-for-profit organisation incorporated in 2008.
More than 90 % said they were willing to pay more to ensure the foam was certified; 46 % said they were willing to pay USD 50 or more; 30 % would pay more than USD 75 extra. The online survey respondents, randomly selected from a SurveyGizmo consumer panel, were limited to those who had purchased a mattress within the past twelve months or were planning to in the next twelve months. Among the survey’s goals were to gauge buyers’ receptivity to the concept of certified foam for those not aware of it and discover their propensity to purchase a mattress containing certified foam.
National Consumer Survey of Mattress Shoppers 2020 Report (Source: AFPF / CertiPUR-US)
Other findings include:
• Factors preventing a good night’s sleep: An uncomfortable mattress was the second most cited answer when respondents were asked what was the biggest factor on nights when they had trouble sleeping. Temperature—being too hot or too cold—was the No. 1 reason. Aches and pains, general life stress and screen time also ranked high. Only 4 % said they usually didn’t have trouble sleeping.
• Mattresses matter: Nearly all respondents (99 %) said the quality of their mattress was important to getting a good night’s sleep, with 84 % of those saying it was very important.
• Materials used in mattresses matter, too: When asked to rank what mattered most when deciding to purchase a mattress, not surprisingly, comfort was the top answer (1), followed by price (2). “Materials the mattress is made of” ranked third (3), followed by warranty (4), brand name (5), appearance of mattress (6), customer/user reviews (7), made without chemicals of concern (8), return policy (9), and delivery speed (10).
• Buyers are becoming savvy: More than half of recent and future mattress buyers (55 %) considered themselves very knowledgeable or knowledgeable about mattress materials; 45 % admitted they were not knowledgeable.
• Where buyers learn: The top three places, in order, cited by respondents about where they learn about mattress materials were: manufacturer or retailer websites; health/consumer/home websites; and tied for third, information on mattresses/labels at point of purchase and past experience.
• Where buyers purchase: For those respondents who had purchased a mattress online in the past year, top answers were department store website (31 %), site that sells only mattresses (22 %), and Amazon (19 %). For those purchasing in store, top answers were mattress speciality store (43 %), department store (21 %), furniture store (15 %), and big box store (15 %).
• Consumers rely on knowledgeable salespersons: 95 % of respondents agree it was important or very important for the salesperson they were working with to be knowledgeable about the foam in the mattress.
• Satisfaction is high: Nearly all (96 %) of the recent mattress buyers surveyed said they were very satisfied or satisfied with their mattress.
• CertiPUR-US name recognition is significant: More respondents (41 %) said they were aware of CertiPUR-US certification, far outpacing other certification programme options presented. By comparison, GreenGuard was ranked at 26 %, Green Bear 10 %, and Oeko Tex 6 %.
• Mattress shoppers value certified foam: At the conclusion of the survey and after reading a short description about the CertiPUR-US programme, mattress shoppers’ receptivity about foam certification increased significantly, with 88 % saying it would be important or very important to purchase a mattress containing CertiPUR-US certified foam. More than 90 % said they were willing to pay more to ensure the foam was certified. 46 % said they were willing to pay USD 50 or more; 30 % would pay more than USD 75 extra for a mattress containing certified foam.
“It’s clear that consumers feel that a quality mattress is key to a good night’s sleep, but this survey also shows they value certified foam—and are willing to pay more for it,” said Michael Crowell, executive director of the non-profit CertiPUR-US programme.