One of the primary and most fundamental investments that people can make is in their mattress of bed. Beds and mattresses make up a significant segment of both the global and local furniture industry. The demand for beds and mattresses is driven by an increasing replacement and upgrading of mattresses, housing industry, and a shift in trends from innerspring to specialty mattresses. It is worth noting that sleep is no less important for mental and physical health than good dietary habits and regular exercise. Interestingly, in an era of technology and continuous evolution, foam and coir mattresses have been reinvented by mattress companies to provide a convenient sleeping experience customized to one’s body shape and to some extent provide some form of relief from physical conditions. Through the years, Western-based companies have influenced the design of products. Moreover, the local industry has taken on the standard of compliance and certifications that make mattresses safer and more comfortable. Despite these points, due to purchasing power constraints, a consumer trend has been emerging in resisting expensive source products such as mattresses and pillows, where cheap products provide an easier entry to the industry.
Regulatory authorities keep strict surveillance over the use of chemicals, manufacturing processes, and the distribution of certain products and services. Therefore, mattress and bed frame sale Singapore manufacturers need to ensure strict compliance with the demand and market being catered. The domestic market has a strong preference for American and European safety standards. The term “A license to sleep” has been widely adopted in Singapore as an international safety standard since more formal testing was introduced. Additionally, the companies have managed to provide the population with eco-friendly solutions with their products. Some of the key players in the industry include a German brand introduced in the 1930s; the first non-flip beds; a brand focusing on delivering eco-friendly mattresses; and another brand. Alliances between local and international markets show that avenues for growth are still available in relation to customer relationships and the strong association of Singapore with quality and R&D.
Overview of the Furniture Market in Singapore
The furniture market in Singapore has been growing in recent years, thanks to rising employment, an improving job market, and the presence of more expatriates. On top of strong macroeconomic fundamentals, deterministic factors that drive mattress and bed frame sales include housing demand created by Singapore’s growing population. Additionally, as consumer spending grows, so does the frequency of home renovations. The furniture industry has significantly evolved in terms of e-commerce and digitalization in Singapore. With nearly everyone expected to own a smart device by 2025, business-to-consumer online retail sales will continue to rise. In the home interior retail scene, more legacy players have been moving online to meet this demand. The consumption of soft goods has been steadily growing, outperforming hard goods. One way to attract and convert customers is to express authenticity and originality and offer unique products with a story to tell.
For a long time, the furniture industry has been focused on pushing innovation to create products that satisfy the desire for a good quality of life within limited living spaces in Singapore. Not to mention, there has been a shift in consumer preference within the industry, with more customers interested in environmentally friendly goods manufactured locally. The shift in consumer behavior was also noticeable in the built environment, which last year saw a focus on energy and water efficiency. In terms of demographics, the government is leaning towards sustainability and reducing Singapore’s carbon footprint, with a plan in place to have a significant portion of the total floor area close to a high-capability public transportation system and to reduce the need for long commutes.
Types of Mattresses and Bed Frames
The core of most mattresses comprises innersprings, which offer varying degrees of firmness and can be upholstered with pillow tops or the minimalist Euro-top. Alternatively, they could be an all-foam design, whether it is memory foam or comfy, supportive all-natural latex. Best hybrid mattress Singapore contain a mix of innerspring coils or micro coils, medium-sized support center foam, and either high or low-density memory foam pillow tops or organic latex. The sleeping surface is designed for support of the natural spine curvature, while the memory foam or latex minimizes motion transfer and disperses the sleeper’s body weight evenly. Bed frames, the essential accompanying component of a mattress, come in various materials such as wood, metal, upholstery, and other materials like leather.
Some bed frames have a sunken cot design to accommodate minimalist aesthetics and cocooning mattresses, providing concealed storage below the bed. Divan bedsteads usually adopt a low-key contemporary aesthetic; the metallic nature of a substantial part of the modern style inspires the bed’s aesthetic, shaping the look in stainless steel and other metals. Wooden bedsteads are the default frames for many, as they have been for ages. The demand for better, affordable serenity experienced by many has driven the current trends of minimalism, addressing the scourge of clutter and the need for quality of life on a warming planet. Mattresses may be categorized into other kinds to help clients locate a bed for them. The innerspring uses coil support structures, featuring either an interconnected or pocketed innerspring. The foam category includes memory foam form differences as well as all-foam beds. Of the latest trends called hybrid, which combines the support of innerspring and the comfort of foam, worth mentioning is innerspring/hybrid. Recently, some airbed and futon beds have also been successful.
Comparison of Different Mattress Types
Mattresses in Singapore come in a range of materials. They include memory foam, latex foam, and innerspring mattresses. Consumers might be spoiled for choice with a variety of possibilities, but this guide helps you evaluate the efficiency of each substance. Bear in mind that we prioritize the substance’s function, solidness, and affordability. We have selected innerspring and memory foam mattresses to provide in-depth comparisons since they are the most commonly marketed goods. Consumer feedback on individuals claiming these mattresses is also included to give a brief description. Some in Singapore also compare latex and hybrid mattresses, but they are less widely available. Keep in mind that the best purchase depends on the quality of your sleep.
If you put a lot of trust in motion dispersion and durability, memory foam would usually be your best bet. Nonetheless, innerspring mattresses are gaining traction due to enhancements in comfort as well as the appearance of various sleeping options. They are often unfounded because innerspring mattresses with excessive pillows provide sufficient protection. Although some businesses offer good memory foam mattresses, you might miss out on a bargain or two. We encourage consumers to test innerspring mattresses if they have the right protection and durability for a new bed. This also helps those who dismiss them to avoid being careless.
Popular Bed Frame Materials
The frame and legs make up the skeleton of the bed, which is why it is especially important to choose ones made from sturdy materials. We delve into the most popular materials below. The use of different materials in bed frames means that there is a design to accommodate everyone, linking style and function. Wood Wooden bed frames are the most popular due to their aesthetic appeal and the romantic, old-world charm of dark wood. Some prefer light, blonde wood over darker wood because it is reminiscent of cutting-edge Scandinavian design and gives the illusion of space and airiness. Solid wood can last a lifetime as long as it is treated and maintained properly. They are considered a good investment for newlyweds who plan to have children, as this type of bed is capable of withstanding rough handling, jumping, or climbing. We are seeing a shift in preferences towards bed frames made with eco-friendly materials. People are showing more concern for sustainability and eco-friendliness due to climate change and degradation of the environment. Metal Metal bed frames are practical and affordable, and usually come in minimalist or modern designs. They are also very low-maintenance and frost- and moisture-resistant, making them the perfect response to Singapore’s tropical climate. Additionally, they allow for creativity and can be molded into various elaborate designs. However, while metal beds may be known for their modern designs, these bed frames may not blend into living spaces with a more traditional design; it ultimately depends on the design of the bed. Upholstered Upholstered beds, such as fabric bed frames or leather headboards, offer a more stylish and modern finish. They are famously known for their headboards, which have various design options such as vertical or horizontal quilted stitching and smooth, flat-surfaced headboards. In terms of practicality, they are actually low-maintenance; to clean, just simply use a soft brush or vacuum cleaner to remove any dust or dirt. Despite being low in maintenance, upholstered beds do require more care in comparison to metal and wooden beds as they are greatly at risk of staining. However, options for stain prevention treatments for upholstery materials can sometimes be provided if bought from the right supplier. These beds are generally regarded as a higher quality product, with a more luxurious feel and seen as better value for money. Determining Factors Three main points are considered when deciding the material of the bed frame: Desirability – how permanent a material is, in comparison to how easily the surfaces can be changed; Durability – the amount of maintenance a material requires as well as how long it is expected to last; and Cost – whether a cheap material will have long-term consequences due to the quality being sacrificed. As well as the functionality of a bed frame, there are also other factors to consider, such as the material being able to support the aesthetic and emotional desires of those who use it. It is possible to interpret the makeup material of a product very differently depending on their property in one of the influencing factors’ concerns. Product attachments offer opportunities for us to exhibit our personality and announce information to those who enter our dwelling.
Factors Influencing Consumer Choice
A person’s willingness to purchase a mattress or bed frame can be influenced by a number of factors. The most obvious factor is pricing and the consumer’s perceived affordability of purchasing these products. For example, consumers’ willingness to pay more for mattresses and bed frames is largely dependent on external factors. An increase in consumers’ disposable income due to a strong economy can make a new mattress or bed purchase more likely. Conversely, a recession with high unemployment rates can deter consumers from making a big purchase and focus on spending less on lifestyle products where possible in order to conserve cash. The decision to purchase a mattress is also largely dependent on the comfort and support factor of the range of products. A consumer will often trade up to a higher-priced mattress or bed frame if it provides good support and comfort for a neutral back and the consumer’s preferred sleeping position. Comfort and support are also the features that create customer satisfaction and can lead to a consumer only purchasing that particular range of mattresses for the rest of their life. The second greatest factor for the decision to purchase in the mattress and bed frame market is the advice and recommendation that is given because they provide assistance in a market that is oversaturated with different types of mattresses. The importance of product reviews is significant. If a review is given and nothing is said, then consumers read into this negative sentiment. The third factor of the decision process is the psychological effect of marketing and branding. This aspect is largely geared toward customers that are less price conscious. If a brand is able to make the customer believe that it is the highest quality, then they are able to snag customers for life. Similar to investing in quality, branding and advertisement serve as the vessels to inform the consumer of the product.
Pricing and Affordability
Price point plays a significant role in the ways consumers assign perceived quality to an item. By operating at different price points, manufacturers and retailers are able to cater to different customer groups with varying levels of price sensitivity. In the retail industry, pricing is a complex issue. Different brands generally have different markups based on their perceived value of their products. The selling price should reflect an acceptable gross profit, deducted from operating costs to provide a net profit for the firm. However, in order to stay competitive and achieve their sales growth and market share targets, some manufacturers could make trade-offs in their margin in favor of the store that is able to sell the most volume.
There can be tiered pricing strategies, where prices are derived based on market research and analysis. The selling price will often be a cost versus value to the customer and can be influenced by a distribution curve. Especially during economic downturns and political instability, people’s buying behaviors tend to shift. Price sensitivity increases and people tend to become less adventurous with their shopping, focusing on necessities and bargains. This is particularly relevant in large urban cities with higher living standards, where income rates tend to be higher. Apart from buying only what is needed, high-ticket items are generally kept on hold due to their financial liability. Consequently, consumers often go for cheaper or budget products and buy only what they can afford. In addition, getting items on a promotional offer or a hefty discount also helps consumers make the final purchase decision.
Comfort and Support Features
While research has shown that price is a primary determinant of mattress and bed frame purchase decisions, there is a myriad of comfort and support features that consumers also consider as they seek to attain a good night’s rest. Residents place an especially high importance on these features and they, therefore, are undergoing a deeper analysis including the trends that this market is seeing. As a result of this, many of our residents purchased their mattress from their favorite furniture retailer’s website. This section looks at mattress features in Singapore that would enhance sleep as well as the typologies of people in Singapore who seem to particularly care about comfort. Members of this segment generally and in very high proportions indicated that softness/firmness, their pillow, sleeping position, supporting their back, and mattress technology were important to them when they bought their mattress and bed frames. These were primary determinants. The comfort and support features and sleep technology discussed in this section along with their corresponding statistics are subject to filtering.
Products with features such as adaptive foam and unique mattress pocket springs are increasingly available on the market. These extras work to give sleepers a better night’s sleep, making it easier to decide on a more comfortable bed. More generally, a mattress that caters to everyone’s preference in terms of comfort is popular for families that are difficult to please all the time. With this, some mattresses are customizable, meaning a couple can choose their comfort level rather than having to compromise. The impact of this is manifest in people in Singapore that prefer the softest or firmest mattresses – they play a part in initial decisions about what mattress to purchase. Furthermore, people in the country appreciate mattresses with health benefits. People with back issues and people who work out care about having a mattress that provides adequate back support. That segment plays a part in initial decisions about what mattress to purchase. While back support is necessary for athletes, it is also a requirement for people who are elderly or appear to be fragile – that segment plays a part in initial decisions about what mattress to purchase. Consumers are fascinated by the ability to raise and lower the head and foot of the mattress and as such, play a prominent part in modern-day adjustable bed frame sales. Representing one end of the spectrum, consumers are interested in mattresses that can cool them down – preferably with a cooling effect at the edge of the bed. A trend into the future of adjustable mattresses and bed frames involves a custom comfort level for each side of a couple. Each side of a mattress can be adjusted to the desires of two different sleepers – two adults can have personalized sleep and lifestyle advice as well as independent head and foot adjustments.
Marketing Strategies in the Industry
One part of the report was looking at the marketing strategies of the companies. To succeed, it is important to have a good understanding of their audiences so that marketing tactics can be tailored and personalized to provoke emotions in them that help in the decision-making process. The main way for mattress and bed frame retailers to grow now is to move online. A digital marketing 360 approach is essential for companies thinking about an online platform. Moving away from intermediaries, more companies are setting up their showrooms and staying competitive in the crowded lifestyle space via different internet vendors. The following part analyzes the marketing strategies of the companies. Their position as key players in the industry is also evaluated.
Lifestyle brand Sojao is one such example of how retailers can effectively use social media to raise their brand profile. Working with influencers, it offers a personal touch to engage its audience with authentic, relatable advice and reviews. The company has seen over 800 new visits to its website alone from influencer referrals. The founder also felt that crowdfunding campaigns are critical to organic social media growth and gaining the initial subscribers and attention. It provides an alternative to a traditional digital marketing budget, offering a more organic, experiential way for the core audience to get involved. Another industry player is Country Farm Organics, which mostly grew its brand awareness with digital marketing, focusing on search engine optimization. Efforts include content collaborations that showcase building discussions around shared values, press placements, and leveraging influencer marketing. In short, Country Farm Organics believes in the power of storytelling. Brand loyalty is built on stories, and a good story can make a business stand out from the crowd. In spite of being a small player, most of its sales come from online, and that figure trebles during its major biannual promo campaigns.
Digital Marketing Trends
As of now, the digital marketing for mattress and bed frame businesses is mainly focused on content marketing, search engine optimization, and advertising. Google Search is the primary driver of online traffic for the bed and mattress sector. By ranking their websites and product pages organically on Google, retailers are able to connect with online consumers who are already in the consideration stage of their buyer’s journey. After establishing this relationship, retailers have a higher probability of securing a conversion.
More recent marketing trends that are currently shaping e-commerce engagement include the increasing importance of consumer-generated content and favorable online platforms. Platforms such as Google My Business, Yelp, and certain branded websites are said to feature honest and genuine reviews from consumers, thus providing a credible and authoritative representation of each business. Several unique trends within digital marketing, such as the implementation of data analytics for data-driven decision-making, the growing popularity of e-commerce, the need for mobile-compatible and responsive websites, and the use of social media for maintaining an active digital presence, were also identified.
Future Trends and Innovations
One of the key aspects of the future in this industry will be in terms of innovation, given the fact that the mattress and bed frame industry is adverse to rapid changes in their products or services. As seen from recent trends, innovation in this industry is mainly on the technology front. Given the trend that consumers are increasingly using technology to assist them in their shopping process, retailers will continue to improve their mobile apps and online customization tools to allow for a greater degree of consumer control. Smart mattresses may be developed that track sleep patterns and recommend dietary or lifestyle habits. Though the current sinusoidal growth rate is driven almost entirely by price inflations, and considers the close to negligible growth rate in the organic and health industry, the potential growth and market saturation of this industry can be highly profitable in a market where the barrier to entry is low and products rarely fall outside the market window. From research done into the bed frame market, it is also predicted that we will see more sustainable and eco-friendly initiatives as a result of the backlash against the non-biodegradable and carbon-intensive nature of foam mattresses, and in general the 3% of carbon emissions that are attributed to mattresses on their own. We may be seeing a shift towards more natural materials in the manufacturing process, along with more sustainable accreditations. The move towards sustainable materials is due to the changing demographic in this day and age, with 78.4 million being part of Gen Z and upward of 10 million Gen Z entering the workforce in the next few years. Issues concerning the environment are high on this group’s list of concerns, and so the demand for materials that are environmentally friendly is set to increase. Further, customization costs will be driven down by the economy of scale of 3D printing, allowing shops to offer additional customizations. It is not, however, predicted that 3D printed mattresses will make up a large portion of sales, simply offering another consumer option. The other primary trends that will shape the future of the mattress and bed frame industry are innovations in comfort such as haptic mattresses, changes in retail strategy, and demographic shifts.
