This year, bedding brand Purecare surveyed over 1000 British consumers to better understand their sleep routines and preferences, in an attempt to identify the consumer’s relationship with mattress protection products. Purecare’s representative for the UK and Europe, Paul Lake, shares the highlights …
Can you share a little about your professional background, and how you came to work with Purecare?
I’ve worked in bedding for 15 years, and I’ve always been passionate about connecting product innovation with real consumer needs. Purecare is a brand that doesn’t just manufacture bedding, it leads the conversation around sleep wellness. That focus on purpose, backed by award-winning products and strong retail partnerships, is what drew me in.
In just one sentence, why does mattress protection matter?
Because a quality mattress protector doesn’t just protect your mattress, it elevates your entire sleep environment, from hygiene to comfort, to making the mattress last longer.
What were the aims and basis of your survey?
Our aim was simple – to dig deeper into how people across the UK think about sleep, hygiene and wellness, and how that translates into behaviour. We wanted fresh insight to support our retail partners and ensure we’re not just creating exceptional products, but aligning them with real-life routines and priorities.
What did you hope to achieve from it?
To bridge the gap between awareness and action. Most people know sleep is essential, but our research confirmed that many are still unsure how to improve it. We wanted to provide actionable insights for the industry and uncover opportunities to support better sleep through smarter product choices and clearer messaging.
Did your US parent brand influence your approach?
Absolutely. The success of our US sleep studies gave us a blueprint for how data can shape both product design and consumer education. But we also recognised the importance of tailoring our research to UK and European lifestyles, which is why this survey focused specifically on domestic sleep routines and wellness drivers.
Did you pursue any new angles that you might not have considered 10 years ago?
Yes, particularly around demographic differences. Ten years ago, we might have looked at sleep as a universal issue. Today, we recognise the nuances across age and gender, and we’re using that understanding to inform everything from product development to sales training.
In what ways do the findings reinforce the need for quality mattress protection?
The data showed that 37% of women and 36% of men had experienced mattress stains or spills that could have been prevented with a good-quality protector, yet only 24% of respondents believe mattress protectors improve sleep. That gap between experience and belief highlights a huge opportunity – and a need for education.
Stains, allergens, structural damage … what are the biggest drivers for purchasing a mattress protector?
Stains were the stand-out issue, but allergens and odours weren’t far behind. Many consumers don’t realise the role a protector can play in preventing allergy flare-ups or maintaining a fresher sleep surface. When you add in the structural longevity it offers a mattress, the case becomes even clearer.
Which of the findings surprised you, or are prompting new lines of enquiry?
What really stood out was the sheer number of people who either don’t use a mattress protector at all, or are unknowingly relying on one that offers no real protection. A third of respondents told us they don’t currently use a protector, and of those who do, the vast majority (over 80%) are using non-waterproof versions.
That’s a huge insight. It suggests that while people are thinking about sleep comfort, they’re not necessarily thinking about sleep hygiene or long-term mattress care. This has opened up a much broader line of enquiry for us – how can we reshape consumer understanding so protectors are seen not as optional extras, but as essential parts of a healthy sleep system?
It’s also reinforced the need for better labelling, clearer language, and retail training – because when people understand the difference between a basic cover and a high-performance, waterproof protector, their buying decisions change.
How beneficial are add-on sales like this in today’s low-footfall retail landscape?
Retail partners that integrate Purecare products into their mattress sale journey typically see a significant uplift in average transaction value. What’s more, because our protectors offer true functional benefits, they lead to increased customer satisfaction and brand loyalty – especially when bundled with pillows and bedding.
What does Purecare offer that your competitors do/might not?
We don’t just sell products – we support a sleep ecosystem. From the OmniGuard Advance 5 Sided Mattress Protector to our thoughtfully designed pillows, we prioritise science-backed innovation, third-party testing, and retail training. Our Good Housekeeping Award is a testament to that commitment to quality and consumer trust.
Mattress protectors come at all prices (and qualities). How might you convince consumers to recognise the benefits of buying your premium products, rather than a cheaper cover? Would you like to see the labelling/product description framework evolve to reflect this?
Absolutely. Many protectors look similar on the shelf, but the difference lies in durability, comfort and protection. Our OmniGuard Advance protector is waterproof, breathable, and lab tested for allergens and moisture resistance, and it maintains performance – we guarantee our products for at least 10 years. We’d welcome clearer industry labelling to help consumers distinguish high-performance options from basic ones.
How do you plan to translate the survey’s findings into consumer-facing messages/social media?
We’re working closely with our retail partners to bring this data into the showroom – through PoS tools, social content, and in-store staff training. You’ll see more emphasis on everyday language around sleep hygiene, as well as social campaigns focused on side sleepers, allergy sufferers, and busy families, the groups who stand to benefit most.
How is the mattress protection sector evolving (in terms of both demand and technology)? And how is Purecare meeting fresh demand?
Demand is moving beyond basic spill protection to holistic wellness. Consumers want products that support clean sleep, regulate temperature, and stand up to repeated washing. We’re responding with advanced fabrics, antimicrobial features and sustainable options, without compromising performance.
Where can interested parties find out more?
You can email us at [email protected].
