Mattress sales in Australia keep on climbing at a consistent rate.
Home furnishings and bedding are in high demand, and budgets are also rising.
In that light, let’s take a look at these key mattress market statistics.
Top Statistics From the Australian Mattress Market
- The mattress market stands at AU$0.77bn, with Statista forecasting growth of 6.06% (CAGR) from 2023 to 2027
- Australia Mattress Market Revenue is expected to reach over AUD 800 Million by the year ending 2023
- Mattress searches on Google have increased by a whopping 61.11% in 2022
- From 2018 to 2023, mattress in a box searches have increased by 181.81%
- Emma mattress searches increased in 2022 by 21.42% with a big spike around black friday and boxing day sales.
Australian Mattress Search Trends
Over the last 5 years from 2018 to 2023, Mattress searches have increased 41.02%.
Mattress searches on Google have increased by a whopping 61.11% in 2022.
The top locations of Aussies searching for a mattress are:
- Northern Territory
- Western Australia
- Queensland
- New South Wales
- South Australia
Information source: Google trends
Mattress In a Box Trends
Mattress in a box searches have increased by 181.81% over the last 5 years from 2018 to 2023.
The top locations for searches came from South Australia, Queensland, Australian Capital Territory, New South Wales and Victoria.
Information source: Google Trends
Key Market Highlights
- Compound annual growth rate (CAGR) 6.06%. The mattress market stands at AU$0.77bn.
- Market size AU$0.77bn
- Innerspring mattress has 64% of the market
- Growth expected from commercial such as hospitals and hotels with strong domestic growth
Information source Statista
Top Mattress Brands
The top mattresses are based on revenue and sales in the Australian market. The top brands indicated can be sold online and through retail stores.
- Emma mattress
- Koala mattress
- Ecosa mattress
- Sleeping Duck mattress
Emma mattress
Emma is expanding its operations in Australia from direct-to-consumer to the local retail market after 2021 saw a 59% year-over-year rise in revenue topping $1 billion.
Over four million mattresses have been sold by Emma worldwide, and the company aims to perform at a 10% level in Australia and New Zealand. It is the first D2C sleep brand in Australia to launch a partner-based omnichannel strategy.
Emma mattress searches increased in 2022 by 21.42% with a big spike around black friday and boxing day sales.
Below are the top Google search locations in order:
- Victoria
- Queensland
- New South Wales
- South Australia
- Western Australia
Information source: Google Trends, Smart company
Koala Mattresses
Koala is manufactured offshore and is ranked # 23 worldwide for online sales. Koala has sales of over $50 million and has a 5.0% market share of online mattress sales.
Despise what seems to be impressive sales and market penetration, Koala’s $2.5 million trade loss in 2018–19 had the company breaking even in the final quarter of that year. Since then, cash flow has been neutral or positive.
However, Koala suffered an after-tax loss of $6.2 million in 2018–19 due to the inclusion of new manpower and product development costs.
The founders weren’t trying to turn that line black just yet, despite the fact that it was down from an $8.9 million comprehensive loss the year before.
Over the last 5 years searches for the Koala mattress has decreased by 50%. However, seaches increased in 2022 by 2.40%.
Information source: Google Trends, Ecommercedb
Ecosa Mattress
The Ecosa mattress searches over the a year (2022) has decreased by 15.58%.
The top search locations are:
- Victoria
- New South Wales
- Queensland
- Western Australia
- South Australia
Information source: Google Trends
Sleeping Duck Mattress
Sleeping Duck was establishment in 2014 and made an appearance on Shark Tank Australia in 2017, where they turned down an investment from entrepreneur and venture capitalist Steve Baxter.
The company reportedly generated positive cash flow and produced roughly $10 million at the EBIT line in the 2020 fiscal year. EBIT might increase by two to three times that amount in 2021, and banks were advised to project a roughly $500 million valuation.
The Sleeping Duck mattress searches over the a year (2022) has decreased by 16.32%.
The top search locations are:
- Victoria
- Western Australia
- New South Wales
- South Australia
- Queensland
Information source: Google Trends, efr
Mattress Market Analysis
The quickly expanding population, rising income levels, and thriving property market in Australia all contributed to the rapid growth of the mattress business there. The current expansion of international trade is one of the other leading causes.
The home care and furniture industries were experiencing exponential growth, but the COVID-19 epidemic has caused a sharp slowdown in market expansion for mattresses.
Generation Z (born 1996–2012) and millennials (born 1980–1995) are the most impacted generations. They are the least optimistic about recovery as they make adjustments to a decrease in household income that is affecting 40% of all families in Australia.
However, more people are staying at their houses because of remote employment opportunities and social isolation strategies. Social media and other internet platforms were used more frequently than ever before.
People are spending even waking hours on their mattresses as houses have become new centres for business and family time. The demand for high-quality mattresses is rising as a result of these causes.
The pace of home renovations, the size of new homes, and advancements in conventional sleep concepts are still influencing the Australian mattress market.
In the mattress market in Australia, consumer groups are growing and have room for growth. Due to changing lives and sleep habits, customers strongly value a practical and healthful mattress.
Information source: ibisworld.com
Mattress Type Search Trends
You’ll find most mattresses fit into three types:
- Springs (pocket & hybrid mattresses)
- Memory foam
- Latex
Below are the search trends.
Spring mattress searches have increased by 121.21% over the last 5 years from 2018 to 2023.
Memory foam mattress searches have increased by 18.91% over the last 5 years from 2018 to 2023.
Latex mattress searches have decreased by 6.38% over the last 5 years from 2018 to 2023.
Information source: Google Trends
Conclusion
The market is anticipated to expand at a compound annual growth rate of about 5% from 2022 to 2027.
Consumer spending on household goods is rising, the population is growing, and more environmentally friendly products are becoming more popular.
Due to trends, such as the growing popularity of latex and memory foam mattresses and online sales, the industry is expanding.
