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Europe Pillow Market Research Report Information By Product Type (Feather Pillows, Down Pillows, Memory Foam Pillows, Latex Pillows, Synthetic Pillows, and Others), By Type (Adjustable Pillows and Non-Adjustable Pillows), By Design (Ergonomic Pillows and Normal Pillows), By Pillow Sizes (Standard, Super-Standard, Queen, King, European, and Others), By Category (Smart Pillows and Standard Pillows), By Nature (Eco-Friendly Pillows and Regular), By Distribution Channel (Supermarket & Hypermarket, Specialty Store, Online and Others), and By C


ID: MRFR/CR/20203-CR | 128 Pages | Author: Sakshi Gupta| May 2024

Europe Pillow Market Overview


Europe Pillow Market Size was valued at USD 4250.04038153901 million in 2023. The Europe Pillow market industry is projected to grow from 4511.69355830211 million in 2024 to USD 7678.00883184872 million by 2032, exhibiting a compound annual growth rate (CAGR) of 6.87% during the forecast period (2024 - 2032). In recent years, memory foam pillows have surged in popularity across Europe, reshaping the landscape of the pillow market. This phenomenon has been driven by a combination of factors, including their exceptional comfort, health benefits, and increasing consumer awareness. As memory foam pillows continue to gain momentum, they are poised to become a significant driving force in the European pillow market. Travel has always been an integral part of human life, and in recent years, the demand for travel pillows has experienced a significant surge in Europe. This trend is not merely coincidental but indicative of changing consumer behaviors and needs. The growing popularity of travel pillows is poised to drive the pillow market in Europe as these compact, portable, and comfortable accessories become indispensable for travelers of all kinds. One of the key factors fuelling the surge in demand for travel pillows is the changing nature of travel itself. The surge in demand for travel pillows is poised to drive the pillow market in Europe to new heights. Changing travel behaviors, a focus on comfort during transit, the rise of remote work, and increased awareness of sleep hygiene all converge to create a compelling market for these versatile accessories.


Europe Pillow Market Overview1


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Europe Pillow Market Trends



  •  The Rising Popularity of Memory Foam Pillows


In recent years, memory foam pillows have surged in popularity across Europe, reshaping the landscape of the pillow market. This phenomenon has been driven by a combination of factors, including their exceptional comfort, health benefits, and increasing consumer awareness. As memory foam pillows continue to gain momentum, they are poised to become a significant driving force in the European pillow market. Memory foam pillows are engineered from a specialized polyurethane foam that reacts to body heat and pressure. This material allows the pillow to conform to the shape of the sleeper's head and neck, providing unparalleled support and comfort. The sensation of sinking into the pillow, with the foam contouring one's unique body shape, has captivated consumers and led to a surge in demand. One of the key factors behind the rising popularity of memory foam pillows is their ability to alleviate common sleep-related issues. Across Europe, sleep quality has become a growing concern due to the stresses of modern life, leading to an increased awareness of the importance of sleep health. Memory foam pillows address this issue by reducing pressure points, aligning the spine, and reducing snoring. This has made them an appealing choice for individuals looking to improve their sleep quality. Furthermore, the health benefits associated with memory foam pillows have garnered attention. They are often recommended by healthcare professionals for individuals with chronic neck pain, migraines, or other sleep-related discomforts. The orthopedic support provided by these pillows can help alleviate these issues, making them an attractive option for those seeking a non-invasive solution to their health concerns.


In line with this, consumer awareness and education have played a significant role in the surge of memory foam pillow sales. With the advent of the internet and the ease of access to information, consumers are more informed about their choices. They are increasingly seeking products that cater to their specific needs and preferences. Memory foam pillows, with their customizable features and tailored support, fit this demand perfectly. In addition to their comfort and health benefits, memory foam pillows offer durability and longevity, making them an attractive investment for consumers. Many are willing to pay a premium for a pillow that will provide years of uninterrupted comfort. This willingness to invest in quality sleep accessories further drives the market for memory foam pillows. The European market for pillows is diverse and competitive, with numerous players vying for market share. However, the rising popularity of memory foam pillows has set them apart as a unique and attractive option. As the trend continues, it is expected that memory foam pillows will drive growth in the European pillow market in several ways. Firstly, they will stimulate innovation among manufacturers. As competition heats up, companies will invest in research and development to create memory foam pillows that cater to different sleep preferences, such as firmness levels and cooling technologies. This innovation will not only benefit consumers but also expand the product offerings available in the market. Secondly, the increasing demand for memory foam pillows will drive economies of scale in production, potentially leading to more affordable options. As the production volume rises, the cost of manufacturing is likely to decrease, making these pillows accessible to a wider range of consumers. Lastly, the popularity of memory foam pillows could lead to a shift in consumer behaviors, as individuals prioritize sleep quality and invest in products that support their well-being. This shift may extend to other sleep-related accessories, such as mattresses and mattress toppers, further boosting the overall sleep industry in Europe.


Europe Pillow Market Segment Insights


Europe Pillow Market Product Type Insights


The Europe Pillow market segmentation, based on product type, includes feather pillows, down pillows, memory foam pillows, latex pillows, synthetic pillows, and others. The down pillows segment accounted for the largest market share of 23.66% in 2022 and is likely to register a CAGR of 6.86% during the projected period. Down pillows are one of the premium types of soft pillows that are filled predominantly with feathers present in the inner layer and areas below the exterior regions of the feathers of various water bird organisms. The segment accounts for the share of both natural and synthetic down pillow with down dominating the down-to-feather ratio. This type of pillow is well-known for its fluffiness at the same time not adding much weight to the final product and is available in a variety of firmness with the amount of material used changing. Generally, the down pillows have a higher level of softness than the pillows that are predominantly filled with feathers as fill materials.


Owing to their superior softness, down pillows are one of the most widely used pillow product types in the luxury hotel chains in the key markets of the European region as they add a comfortable sleep experience and luxurious appeal to the room arrangements. Further, the softness of the material contributes to the better moldability of the pillow getting easily molded to the shape and position of the user’s head and neck. The increasing tourism sector in the region coupled with the rising investments in the sector is expected to drive the segment in the upcoming years. However, the maintenance of the down pillows is quite high as the down pillow tends to flatten at a faster pace over the due course of time leading to frequent filling of the down material in the pillow. Another disadvantage of the down pillows is that they cannot be used by individuals who tend to sweat a lot as they do not have a better moisture-absorbing capacity.


Figure 1:  Europe Pillow Market, by Product Type, 2022 & 2032 (USD Million)


Europe Pillow Market, by Product Type, 2022 & 2032


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Europe Pillow Type Insights


The Europe Pillow market segmentation, based on type, includes adjustable pillows and non-adjustable pillows. The non-adjustable pillows segment accounted for the largest market share of 92.76% in 2022 and is anticipated to grow with a CAGR of 6.52% in the forthcoming years. Non-adjustable pillows are regular pillows that do not have the feature to alter the firmness of the pillow and come with complete stitching of the outer material without any scope for unzipping. Generally, the non-adjustable regular pillows have a fixed size and can only cater to normal sleepers who don’t have any specific sleep position and medical requirements. Comparatively, the non-adjustable pillows are in the affordable price range as it doesn’t require any additional features to incorporate during the manufacturing process.


The non-adjustable pillows are available in all pillow fill materials contrary to the limited availability of pillow fill material in the adjustable pillow types. Owing to the inflationary pressures in the past years in the scenario of the COVID-19 outbreak, the Russia-Ukraine war, increasing interest rates, and other geopolitical economic situations, around 60% of Europeans prefer to purchase only essential goods that are in the affordable price options which are positively influencing the segment’s market valuation over the years.


Figure 1:  Europe Pillow Market, by Type, 2022 & 2032 (USD Million)


Europe Pillow Market, by Type, 2022 & 2032


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Europe Pillow Category Insights


The Europe Pillow market segmentation, based on category, includes smart pillows and standard pillows. The smart pillows segment held the majority share in 2022 concerning the Europe Pillow market revenue. Smart pillows are technology-incorporated pillows that are designed to detect head movements and analyze the pressure applied by the head and body over the night. Often, the smart pillows have other innovative features like technology dedicated to cervical spine heating, a speaker embedded in the pillow for hearing music during sleep, and sleep-monitoring sensors. The smart pillows also have the feature of maintaining and controlling the temperature of the pillow with the use of a heating element, in addition to unique features like a massage function. Owing to the increasing adoption of smart-home technologies, smart pillows have been gaining significant momentum over the years. In line with the trend, smart pillow manufacturers are constantly innovating and launching different ranges of smart pillows. For instance, players are developing smart pillow that has a safety function that generates mild signals during a situation of a fire alarm or emergency calls for a deaf person.


Also, there are smart pillows that help prevent snoring issues by altering the position of the pillow when it recognizes the symptoms of start of snoring during sleep time. According to the British Snoring & Sleep Apnoea Association, approximately 41.5% of the adult population in the UK region are having snoring issues that would affect an estimated population value of 30 million people. Similar is the scenario of snoring and apnoea conditions in other European countries and is expected to have a similar trend in the upcoming years which is anticipated to drive the growth of the segment.


Figure 1:  Europe Pillow Market, by Category, 2022 & 2032 (USD Million)


Europe Pillow Market, by Category, 2022 & 2032


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Europe Pillow Distribution Channel Insights


The Europe Pillow market segmentation, based on distribution channels, includes supermarkets & hypermarkets, specialty stores, online, and others. The specialty stores segment accounted for a higher market share in 2022 and is expected to witness the highest CAGR. Specialty stores include textile/garment shops, bedding stores, home furnishing retail stores, and company-exclusive brand stores. These stores tend to stock a diversified range of bedding products including niche and new-to-market pillow products which positions the store in a better way than the other retailing formats in the market. In addition, the specialty stores provide an enriched experience with the help of trained experts who have vast knowledge of the different pillow-fill types, material types, functionality, durability, moldability, and other characteristics.


The experts assist the customers in navigating through the vast pillow range and in selecting the pillow that suits their sleeping requirements and medical conditions. These stores are home to both luxury or premium range pillows and low-cost pillows. Consumers nowadays are increasingly looking for personalized and customized pillows for gifting purposes and the option for personalization is made available in specialty stores which is positively influencing the growth of the segment.


Figure 2:  Europe Pillow Market, by Distribution Channel, 2022 & 2032 (USD Million)


Europe Pillow Market, by Distribution Channel, 2022 & 2032


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Pillow Country Insights


By Country, the study segments the market into Germany, France, UK, Spain, Italy, Ireland, Sweden, Austria, Russia, Poland, and the Rest of Europe. Germany Pillow Market accounts for the largest market share 17.23% in 2022 and is expected to exhibit a 6.40% CAGR due to the availability of e-commerce sites by both company-owned and third-party websites in the local languages- German, French, Spanish, Italian, etc. Another key factor is the deep penetration and access of the internet across European countries and the significantly higher proportion of internet users preferring to purchase consumer products through e-commerce. The France Pillow Market is undergoing momentous growth and transformation, driven due to France being the national agency dedicated to the promotion of higher education, international mobility, and services concerned international students an analysis of the French tourism sector has highlighted that the hotel booking rates have surged by 7 points in the months between February and April 2023 compared to its preceding year.


Europe Pillow Key Market Players & Competitive Insights


The Europe pillow market is witnessing potential growth with the ever-increasing demand from consumers globally. The increasing demand from e-commerce businesses has further supported the growth of the market.


The Europe pillow market is highly competitive, with key industry players adopting various strategies such as product launches as well as partnerships to strengthen their market positions. Most companies in the sector put their primary attention into growing their operations across borders, improving their capabilities, and forming reliable alliances. Market conditions, government assistance, and industry development all influence market participants' ability to flourish.


Key Companies in the Europe Pillow market include



  • Muchi (Italy)

  • Old Europe Duvet Company (Canada)

  • DYKON A/S (Denmark)

  • Wendre (Estonia)

  • The Nest Company (Germany)

  • Caldeira UK Ltd (UK)

  • Comfy Group (UK)

  • Naturtex (Hungary)

  • Dùsal Limited (UK)

  • HEFEL Textil GmbH (Austria)


Europe Pillow Industry Developments


2022: Comfy Group launched a new line of sustainable bedding products. These products are made from recycled materials and are designed to reduce the company's environmental impact.


2022: HEFEL launched a new line of cosmeto-textile products. These products are infused with active ingredients that are designed to improve skin health and beauty.


Europe Pillow Market Segmentation


Europe Pillow Product Type Outlook



  • Feather Pillows

  • Down Pillows

  • Memory Foam Pillows

  • Latex Pillows

  • Synthetic Pillows

  • Others


Europe Pillow Type Outlook



  • Adjustable Pillows

  • Non-Adjustable Pillows


Europe Pillow Design Outlook



  • Ergonomic Pillows

  • Normal Pillows


Europe Pillow Pillow Size Outlook



  • Standard

  • Super-Standard

  • Queen

  • King

  • European

  • Others


Europe Pillow Category Outlook



  • Smart Pillows

  • Standard Pillows


Europe Pillow Nature Outlook



  • Eco-Friendly Pillows

  • Regular


Europe Pillow Distribution Channel Outlook



  • Supermarkets & Hypermarkets

  • Specialty Stores

  • Online

  • Others


Europe Pillow Country Outlook



  • Germany

    • France

    • UK

    • Spain

    • Italy

    • Ireland

    • Sweden

    • Austria

    • Russia

    • Poland

    • Rest of Europe



Report Attribute/Metric Details
Market Size 2024 USD 4511.69 million
Market Size 2032 USD 7678.00 million
Compound Annual Growth Rate (CAGR) 6.87% (2024-2032)
Base Year 2022
Forecast Period 2024-2032
Historical Data 2019 & 2021
Forecast Units Value (USD Million)
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
Segments Covered Product Type, Type, Design, Pillow Sizes, Material, Nature, Distribution Channel, and Country
Geographies Covered Europe
Countries Covered Germany, France, the UK, Spain, Italy, Ireland, Sweden, Austria, Russia, Poland, and the Rest of Europe
Key Companies Profiled Muchi (Italy), Old Europe Duvet Company (Canada), DYKON A/S (Denmark), Wendre (Estonia), The Nest Company (Germany), Caldeira UK Ltd (UK), Comfy Group (UK), Naturtex (Hungary), Dùsal Limited  (UK), HEFEL Textil GmbH (Austria), among others.
Key Market Opportunities ·       Expansion of Online Retail and E-Commerce ·       Rapidly Growing Advancements and Innovations in The Pillows
Key Market Dynamics ·       The Rising Popularity of Memory Foam Pillows ·       Surge In the Demand for Travel Pillows


Frequently Asked Questions (FAQ) :

The Europe Pillow market accounted for USD 4,016.0 million.

The rising popularity of memory foam pillows

The growth rate of the Europe Pillow market is 6.79% CAGR.

Muchi (Italy), Old Europe Duvet Company (Canada), DYKON A/S (Denmark), Wendre (Estonia), The Nest Company (Germany), Caldeira UK Ltd (UK), Comfy Group (UK), Naturtex (Hungary), Dùsal Limited (UK), HEFEL Textil GmbH (Austria), among others, are the key players in the Europe Pillow market.

Sustainable practices such as regenerative agriculture, precision agriculture, and organic agriculture are gaining traction in the North American cash crop sector.

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