NZ Mattress Market Size, Growth, & Trends

The New Zealand economy has been outstanding for many years, but a recession will likely be declared as we move through 2023 and into 2024. Will the mattress market remain buoyant through a turbulent economy? Or will the New Zealand economy falter to outside forces? Given the potential for a downturn, let's look at the statistics.

Market highlights

• Approximately 30% of New Zealand's mattresses are made locally.
• Revenue projection in the mattress sector is NZ$163.73m in 2023. 
• Exported furniture, including mattresses, represents 2.3%, valued at NZ$1.0 billion annually.

New Zealand Mattress Sector Projected Revenues

Despite the prospect of an impending recession on the horizon. There is an expected growth of 6.43% annually through 2026.

A decent domestic and strong export market will see the mattress industry through any turbulent times ahead.

Revenue Per Capita

The median salary will increase as the industry progresses toward 2026 and beyond.  It presently stands at NZ $29.66 per hour, which is equivalent to US $17.66.

A sustainable salary for the industry.

Information source Statista

 Mattress Search

Over the last 5 years, from 2018 to 2023, mattress searches have increased by 41.2%. Mattress searches on Google increased a whopping 61% in 2022.

The top locations of Kiwis are searching for a mattress are:

• Northland
• Otago
• Canterbury
• Waikato
• Hawke's Bay

Information source Google Trends

New Zealand: Age structure from 2011 to 2021

Surveys indicate the age group 35 to 55 and above are more likely to search online before heading to a brick-and-mortar store to make a purchase.

The same age group will consider ordering online, such as a bed in the box.

Information source Statista

How are mattresses purchased?

It is a global trend that stands the test of time. In a survey done in 2018 by the International Sleep Products Association to gather the most recent data on mattress sales, it was discovered that online sales accounted for 45% of all mattress purchases that year. 

In comparison to 2017, when 35% of all mattress purchases were made through online shops, sales increased.

Potential Consumers Who consider Buying Online

Mobile commerce was projected to expand by 12.2% in 2021. While brick-and-mortar retailers were only projected to increase by 4.8%, e-commerce was projected to rise by 9.7%.

If this trend holds, e-commerce may surpass brick-and-mortar sales in the future.

Retail Sales Growth (online vs In-Store)

Consumers now prefer online purchases to in-store purchases, rising from 27% to 47% since 2016. Consumers are most likely to shop online between the ages of 18 and 35 (71%) and 36 and 55 (50%) overall.

Information source NapLab

Most Searched Mattresses

There were a lot of searches during the period. The Ecosa mattress has received the most searches bouncing around the 30% mark with an increasing trajectory by 233% through into 2023. This could be because the mattress is Australian-based and has many great reviews. The Ecosa mattress is set for a stratospheric rise in searches in 2023 and potential sales.

In second place is Dunlop, a brand with equity and longevity that would appeal to an older generation. Again it appears to have a marked increase in searches for 2023. Sleepyhead has not registered in the searches despite its status in the market. Sleepyhead has a long history. They are part of The Comfort Group, Australasia's biggest foam and bedding producer. Sleepyhead has been associated with creating high-quality mattresses and related products since 1935, manufactured in New Zealand.

Information source Google trends

Emma Mattress

With the Emma mattress being a market leader, it's hardly surprising that google search trends have increased by 126% from February 2018 to January 2023.

Regional searches centred around:

• Bay Of Plenty
• Northland
• Auckland
• Otago
• Waikato

Information source Google Trends

Winkl Mattresses

Winkl, an online mattress store scores consistently on Google searches for new mattresses. Over a five-year period, starting April 2018 through to January 2023, there has been a negative -68% in google searches. Kiwis searched for Winkl mattresses from:

• Auckland
• Canterbury

Information source Google Trends

Ecosa NZ

Ecoza mattresses are a regional powerhouse in manufacturing and distributing their mattresses, so unsurprisingly, Google searches reflect the popularity of Ecosa in New Zealand. Over a five-year period starting march 2018 through to January 2023, Ecoza NZ searches increased by 97.6%

The main search areas are concentrated in the following regions:

• Auckland
• Wellington
• Canterbury

Information source Google Trends

Sleepmaker

It would be hard not to see sleep maker on the list. Google searches reflect Sleepmaker's longevity in the marketplace. Searches start from March 2018 through to January 2023. The search trend does show a decibel in searches of 8% Regional searches include:

• Wellington
• Auckland
• Canterbury
• Waikato

Information source Google Trends

When is it Time for a New Mattress?

What triggers new mattress purchases?

• When the centre of your current mattress sags (81% rated this as an essential factor in buying a new mattress)
• When your present mattress's coils or springs are uncomfortable (76%)
• When the mattress starts to squeak or make too much noise (61%)
• When the mattress has numerous stains (54%)

Other factors

• When you want to acquire a new mattress because you want to upgrade to a better one (64% believe this is a significant reason to do so).
• If you desire a larger mattress (51%).
• When you want to experiment with a novel mattress design (42%).
• After having slept on a superior mattress in a hotel (41%)

Information source BT

Conclusion

The New Zealand mattress industry is anticipated to expand by 6.43% per year (CAGR 2023–2027), bringing in US$103.50 million in 2023.  More than 30% of the mattresses sold in New Zealand are produced locally. Together, Mattresses and furniture account for 2.3% of all exports and are worth US$1.2 billion to the UK annually.