Who is the Eco-Conscious Consumer?
The eco-conscious consumer shopping for mattresses and home furnishings began emerging in the 1980s and 1990s. This group became increasingly conscious of the potentially harmful chemicals used in these products and started seeking healthier, non-toxic alternatives. During this time, most mass merchants, chains, and big-box stores primarily offered products containing petrochemicals, polyurethane foams, polymers, and other synthetic materials.
As a result, early adopters of eco-friendly products often had to shop online, as there were limited options for mattresses and furniture made with natural ingredients in physical showrooms.
The largest concentration of eco-aware consumers is found in California and the Western United States, with a notable presence in major urban centers across the rest of the country.
The typical eco-conscious consumer demographic is led by females with higher education and above-average yearly household incomes. A high percentage of them have children and are seeking healthy and safe products.
The global eco-furniture market was valued at $43.26 billion in 2022 and was expected to reach $46.88 billion in 2023. Global demand is anticipated to increase at a compound rate of 8.6%, reaching $107.1 billion by 2033. Also, during the same period, the global organic latex mattress market is estimated to grow 8.8 % and is anticipated to be valued at $5.74 billion.
Consumer Awareness and Market Opportunities
At Earthscape Home, my mattress specialty store in Michigan, I encounter many consumers who lack awareness about what makes a mattress organic, eco-friendly, and sustainable. There is also confusion regarding organic certifications and the permissible non-organic ingredients within these certifications. Some shoppers, unfamiliar with organic mattresses, mistakenly believe they are less comfortable and more expensive. However, customers often express surprise and satisfaction after experiencing the comfort of our products. I once had a customer who told me after making his purchase, that he had not wanted to come to my showroom because he thought he was going to be laying on twigs and bark. He went on to say that the comfort was beyond his expectations.
Many eco-conscious consumers are not exclusively focused on organic products and are not in an “eco-organic bubble.” Many of them are also cross-shopping for non-organic products. This highlights the advantage of offering a dual assortment of conventional and eco-friendly products, which can broaden your store’s appeal and increase your customer base. It underscores the necessity of having a knowledgeable sales staff that can effectively communicate the benefits of both eco-friendly and conventional products, enhancing the overall customer experience.
Eco-conscious consumers are generally enthusiastic about products made with organic and sustainable materials. I have had customers travel significant distances to visit our showroom, eager to learn about the benefits of these products. The level of customer satisfaction, referrals, repeat orders, reviews, and goodwill from this audience has been outstanding.
Increase Sales and Grow Your Customer Base
If your store primarily offers conventional mattresses and home furnishings and is considering adding eco-friendly products, look to the organic food industry for a parallel. Retailers like Whole Foods and Trader Joe’s initially had little competition in the organic market. Today, mainstream retailers like Kroger, Ralphs, Costco, Target, Sam’s Club, and Walmart have recognized the importance of offering organic options alongside conventional products.
Since the 1970s, most mattresses and home furnishings have been made with synthetic polymers and non-renewable materials. However, historically, the most durable products in this industry, produced until the 1950s and 1960s, were crafted from natural materials. These products were non-toxic, chemical-free, and made from renewable and compostable ingredients.
Retailers can capitalize on the growing awareness and demand from eco-conscious consumers by offering conventional and eco-friendly assortments. This dual approach requires a knowledgeable sales team to discuss both product types.
Promoting your store as a destination for the best conventional and eco-friendly products can differentiate you from retailers who may overlook the value of eco-conscious consumers. These products contribute to environmental sustainability and offer superior performance, durability, and value. This quality can lead to repeat customers, referrals, and positive reviews, ultimately enhancing the long-term value of your business.
The mattress and home furnishings industry has a tradition of offering high-quality, long-lasting products that can be passed down through generations. By returning to this standard of craftsmanship and value, we can meet our customers’ expectations and do something I see little of anymore: exceed them.
