The US and Australia Natural Latex Mattress market is projected to reach the valuation of USD 938.20 Million and USD 108.21 Million, respectively, by 2026

Published | 28 September 2020

In the United States, natural latex mattress witnesses a market size of USD 736.73 Million in 2019, which is anticipated to reach the valuation of USD 938.20 Million in 2026 at a CAGR of 5.1%. The growing prevalence of backaches and spine misalignment, increasing disposable income, and other advantages associated with natural latex have prompted consumers to invest in better natural latex mattresses. In 2019, Australia reached the valuation of USD 91.19 Million, which is expected to gain a market valuation of USD 108.21 Million in 2026 at a CAGR of 3.6%.

Latex is a natural material that comes from the rubber tree's sap, thus providing more elasticity and allowing the mattress to conform perfectly with the body shape. In addition to this, these mattresses offer excellent air circulation due to its natural structure of the open cell and are designed in a pinhole pattern during production. Thus, a latex mattress provides good breathability, resulting in a comfortable sleeping temperature. The factor mentioned above, making natural latex an ideal mattress amidst other propelling demand in upcoming years with a significant growth rate.

Retail distribution channel contributing to the growth of the natural latex market amidst US & Australia region

Based on Distribution Channel split into Online, Retail store, Wholesale, Supermarket/Hypermarket, and Others. There is a rising demand for Mattress-in-a-box, which are those mattresses that can be compressed and can be packed in a box. The online companies are selling these kinds of mattresses because of their ease to carry and delivery. The major mattress players who hold a strong presence in the market with their tie-up with big retailers are also tapping the online market, either by launching a specific line of mattress that can be sold online or by collaborating with online players to sell the mattress. For example, Sealy Corporation launched its first online mattress line under the brand name Cocoon, which is offered at USD 1,000 and is made up of high-quality materials to meet customer expectations.

The increasing rate of internet penetration creating an opportunity for market players

Increased penetration of smartphones and the Internet, combined with the other countries of the global e-commerce industry, boost the natural mattress market in the United States and Australia. Due to the rising e-commerce market, many mattress start-ups are being established online, allowing the Internet to supply latex-mattresses with minimum freight costs around the country. With rising internet penetration and smartphone accessibility, today's consumers are more comfortable making big purchases over the Internet, which has created an opportunity for natural latex mattress industry players to change the way people think about buying mattresses. Companies can reduce the middleman and manage costs by eliminating sales commissions and showroom fees by direct selling to customers. Free shipping and quick returns to compare different natural latex mattresses provide the potential for players to follow an online sales platform in the coming years.

Fig: World internet penetration rates by geography 2020 (Q1)

The presence of latex alternatives in the market is projected to impede market growth in upcoming years.

A natural latex mattress is a very sought-after mattress. New developments in foam technology have created many alternatives, which feels like latex without the expensive price mark, leading to better price pressure and mattress quality for industrial players. For instance, Energex foam is a popular alternative latex foam for use in various all-foam mattresses. It is designed to contour the human body, like memory foam, but rebounds faster with pressure. Energex is highly breathable and allows more ventilation than other forms of foams, so it's as good as latex at temperature moderation. TitanFlexfoam is an improved version of Energex foam, which uses cooling TitaniumGel to moderate the body temperature over the entire sleep experience. It is used both for the Brooklyn Signature and Brooklyn Aurora.

A recent yet significant trend among mattress manufacturers is to combine natural latex or latex alternative foams with an innerspring, often using individually encased coils. This mixture of materials is known as the hybrid mattress and adds significant compression to any bed but affects natural latex mattresses' cost and demand. This element is expected to threaten natural latex mattress market growth in the coming years.

US and Australia Natural Latex Mattress: Competitive Landscape

The US and Australia natural latex markets are highly fragmented due to unorganized players in the market. The major players in the US Natural Latex Mattress market are Serta Simmons, Sealy Corporation, Kingsdown, Inc., Plush beds, Avocado Green Mattress, Zenheaven, Spindle, Pikolin, and Other prominent Leaders. The major players in Australia Zenna Mattress, Fern Earth Pty Ltd., Latex Mattress Australia Pvt Ltd, and Other prominent players.