Softness/Fluffiness and Warmth Are Top Reasons Why Consumers Purchase Down and Feather Products
The American Down and Feather Council Taps into Consumers for Industry Insight
NEW YORK (November 5, 2013) –The home textiles industry knows that consumers trust their bedding to help them garner a comfortable night sleep, but how much do consumers really know about the bedding that they are sleeping on? To find out, the American Down and Feather Council (ADFC), a section of the Home Fashion Products Association (HFPA), recently commissioned Harris Interactive to conduct a survey of a representative sample of consumers on their bedding and sleeping preferences which produced some significant and interesting results.
The industry was pleased to find that 70% of U.S. adults surveyed who use down and feather products agree that by sleeping with down and feather bedding they get a better night’s sleep. In addition, more than 50% of all consumers agree that there are health benefits to sleeping with down and feather products.
“Overall, we are pleased to see that the results from our recent consumer survey confirmed our understandings that consumers who sleep with down and feather bedding are satisfied with their sleep,” said Stephen Palmer, president of the American Down and Feather Council.
This is the first time that the organization has sought to direct input from consumers. The survey results provide important data ranging from bedding material preferences to popular consumers sleeping position. It also gauges the awareness level of the many benefits of down and feather bedding, such as its quality of offering warmth without weight.
With an object to fulfill the bedding needs and wants of consumers, over the past several years ADFC has used several tactics to promote the use of down and feather products directly to consumer including the launch of a consumer friendly video, updated buying guides, shopping tips sheets and more. In addition to arming the industry with data regarding consumer thought, the survey of consumer attitude will aid in planning and execution of upcoming initiatives from the group and its members.
About the Harris Interactive Survey:
Harris Interactive fielded this survey on behalf of the American Down and Feather Council via its QuickQuery online omnibus service. The survey was conducted online within the United States from July 31 – August 2nd, 2013 among 2,040 adults aged 18 and older to ascertain the rate of down and feather usage, shopping habits, and sleep style of respondents. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated; a full methodology is available.