Attention is shifting towards products that support comfort, hygiene and temperature regulation
As consumer awareness around sleep wellness continues to grow, retailers are increasingly recognising the importance of products beyond the mattress itself. Pillows and mattress protectors are becoming key parts of the modern sleep conversation, as consumers look to tackle overheating, interrupted sleep and physical discomfort.
‘The findings of our Sleep Study of1,000 people are helping shift attention toward the products that directly support comfort, hygiene and temperature regulation throughout
the night,’ says Paul Lake, Purecare UK head.
One of the most significant opportunities identified within the study relates to mattress protection. While protectors are often viewed as secondary purchases, the data
revealed that a third of consumers do not use a mattress protector. ‘When including
those using non-waterproof products, the study showed that 81.4% may not be adequately protecting their mattress or maintaining the sleep environment they believe they have. For retailers, this creates a strong opportunity to position protectors around wellness benefits rather than simple product protection. Products such as Purecare’s OmniGuard Advance Mattress Protector are designed to support airflow, moisture management, hygiene and temperature consistency, all factors increasingly linked to better sleep quality,’ says Lake.
‘Pillows are also becoming a more considered purchase as consumers place greater importance on support and comfort. Sleep experts widely recognise the importance of maintaining proper alignment of the head, neck and shoulders during sleep, particularly for side sleepers. The study found that nearly 70% of respondents sleep on their side, while many others regularly change sleeping positions during the night. This reinforces the importance of helping consumers find the pillow that best suits their individual sleep style and support needs. Purecare’s growing pillow programme combines ergonomic support with cooling technologies designed to help improve comfort and temperature regulation. Alongside specialist wellness-focused pillows such as the Wave Pillow and Nano Pillow, the recent addition of Norfolk Feather has expanded the range to include feather and down, fusion fibre and wool pillow options, giving retailers a broader and more versatile selection across multiple comfort preferences and price points.’
Purecare continues to support retailers through education and training designed to simplify conversations and help consumers make more informed sleep choices.
‘With many retailers continuing to experience softer footfall throughout 2026, wellness-focused categories such as pillows and protectors also present valuable opportunities
to increase attachment sales while delivering meaningful customer benefits. As the
sleep wellness conversation continues to evolve, products beyond the mattress are becoming increasingly important in helping consumers create healthier, more
restorative sleep environments.’
