A new bedding consumption culture is expected to emerge in the post-COVID era
Comfort, younger customers, and taste-driven consumption are shaping purchasing behavior
Evezary Sleep Environment Research Institute, a total sleep-care brand, has announced 'Hyper' as the keyword that will define this year's bedding consumption trends.
Driven by the impact of COVID-19, the need for a home environment that offers genuine rest and for quality sleep has grown rapidly, ushering the bedding industry into a period of dramatic change. According to the Evezary Sleep Environment Research Institute, in 2023 — the year the post-COVID era begins in earnest — this trend will accelerate, and a new consumption culture that 'transcends (Hyper)' existing bedding consumption patterns will take hold.
The 'H.Y.P.E.R' framework presented by Evezary stands for △Bedding that provides comfort (Hygge) △Young Customers △Taste-driven consumption (Reveal Preference) △Evolution of Sleep-tech △Real Space for Experience.
▲H: Naturalist bedding that provides comfort (Hygge)- Having gone through the pandemic worldwide, people who are worn out in body and mind have developed a stronger preference for wellness. As a result, spaces featuring colors, patterns, and materials themed around nature — offering rest and coziness — are expected to draw high interest. For bedding, this includes products using colors such as green, beige, and light blue, and expressing floral and leaf patterns. Enthusiasm for eco-friendly bedding made from natural materials such as Tencel, hanji (Korean paper) fiber, and hemp is also expected to continue.
▲Y: Expansion of the consumer base to younger generations (Young Customer)- The bedding industry's main consumer base is expected to expand to those in their 20s and 30s. As the home-interior craze continues among younger people who are active on social media, their investment in bedding is also growing. Moreover, as the number of young people experiencing sleep disorders increases, the importance of sleep is gaining attention among them. In response, the bedding industry is strengthening its omni-channel strategy that integrates online and offline in order to target this new consumer base. It plans to broaden engagement with the younger generation and attract more new customers.
▲P: Taste-driven consumption (Reveal Preference)- 'Digging Momentum,' a 2023 lifestyle trend, refers to the act of delving deeply into one's personal tastes. This trend is expected to be reflected in bedding as well. In particular, as people have spent more time at home due to the prolonged COVID-19 pandemic, the bedroom — the most private space — has evolved into the space that best expresses oneself. Many consumers are actively seeking out bedding they personally prefer, from design to materials. Single-person households preferring larger queen- and king-size beds and investing heavily in premium bedding is another form of 'digging' consumption.
▲E: Evolving sleep technology (Evolution of Sleep-tech)- Interest in sleep-tech, which can effectively improve sleep quality, is surging. Accordingly, research and development is actively underway on products that incorporate technologies such as the Internet of Things (IoT) and artificial intelligence (AI) into traditional bedding like mattresses and pillows. This smart bedding measures the user's sleep state and adjusts factors such as shape and temperature accordingly to provide an optimized sleep environment. Evezary, too, is aiming to develop new bedding through collaboration with startups via its open innovation program and a business partnership with the Sleep Center at Ajou University Hospital.
▲R: Real Space for Experience- Bedding purchasing, which had shifted heavily toward online channels due to COVID-19, is moving back to offline stores as the post-COVID era begins. At the same time, the role of offline stores continues to evolve, transforming from mere sales outlets into spaces that communicate a brand's value and experience. In 2023 as well, offline spaces are expected to play a significant role in providing brand experiences. In particular, the bedding industry is continuously unveiling new types of offline spaces through cross-industry collaborations, targeting the MZ generation, which values distinctive experiences.
Cho Eun-ja, deputy director of the Evezary Sleep Environment Research Institute, said, "The COVID-19 pandemic has had a significant impact on the home environment and on sleep, which is directly tied to health, serving as a catalyst for the bedding industry to grow to the next level," adding, "As the changes are pronounced, the momentum to propose new solutions in the bedding industry will also grow this year."