Bedding brands design pillows with self-cooling materials
Trend - It's been studied and shown that people sleep better in cool temperatures, and brands in the bedding space are addressing this fact with specially designed pillows that contain materials designed to keep themselves cool.
Insight - "Sleep hygiene" is a buzzy term, but more consumers have been taking it seriously as part of their overall goal to achieve "wellness." With professional, family, and social responsibilities making them feel overwhelmed, consumers are paying more attention to all aspects of their lifestyles and making improvements in order to benefit both their physical and mental wellbeing.
Insight - "Sleep hygiene" is a buzzy term, but more consumers have been taking it seriously as part of their overall goal to achieve "wellness." With professional, family, and social responsibilities making them feel overwhelmed, consumers are paying more attention to all aspects of their lifestyles and making improvements in order to benefit both their physical and mental wellbeing.
Workshop Question - How could your brand better position itself in the wellness industry?
Trend Themes
1. Sleep Wellness - Consumers are making improvements in all aspects of their lifestyles to benefit physical and mental wellbeing, leading to innovative and customizable pillow solutions.
2. Cooling Technology - Innovative cooling materials and technology such as carbon-infused foam, Air-X fabric, and gel fibers are disrupting the traditional pillow industry.
3. Adjustable Design - Pillows with innovative adjustability features such as zippers, flip-able designs, and different firmness levels are meeting the specific sleep preferences and needs of consumers.
Industry Implications
1. Bedding - From cooling materials to adjustable designs, the traditional bedding industry is rapidly evolving to meet consumer demand for more customizable solutions.
2. Direct-to-consumer - Direct-to-consumer homeware brands are using customer feedback to develop new lines and innovative features that meet the specific sleep preferences and needs of consumers.
3. Athletic - Pillow brands have been developing innovative and comfortable solutions specifically catering to athletes to help improve sleep quality and optimize recovery.
