US Pillows Market Research Report by Type (Adjustable Pillows and Non-Adjustable Pillows), by Product Type (Feather Pillows, Down Pillows, Memory Foam Pillows, Latex Pillows, Synthetic Pillows, and Others), by Design (Ergonomic Pillows and Normal Pillows), by Pillow Size (Standard, Super standard, Queen, King, European¸ and Others), and by Category (Smart Pillows and Standard Pillows), by Nature (Eco-Friendly Pillows and Regular), and by Distribution Channel (Supermarkets & Hypermarkets, Specialty Stores, Online, and Others)–Market Forecast

US Pillows Market Overview

US Pillows Market Size was valued at USD 3,763.34 million in 2023. The Pillows market industry is projected to grow from USD 3,956.68 million in 2024 to USD 6,340.43 million by 2032, exhibiting a compound annual growth rate (CAGR) of 5.97% during the forecast period (2023 - 2032). Infrastructural development and rapid urbanization and expansion of manufacturing and industrial sectors are the key market drivers boosting the growth of the Pillows market.  

FIGURE 1: US PILLOWS MARKET SIZE 2018-2032 (USD MILLION)

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

Pillows Market Trends

• Evolving Consumer Preferences and Lifestyle Changes

The US pillow market has been experiencing notable shifts in recent years, driven by evolving consumer preferences and lifestyle changes. These market trends are reshaping the way businesses approach product development and marketing strategies. In this article, we will explore some key market trends that are influencing the US pillow industry. First and foremost, there is a growing demand for eco-friendly and sustainable pillows. Consumers are becoming increasingly conscious of the environmental impact of their purchases, and this awareness has extended to bedding products. As a result, businesses in the US pillow market are focusing on creating pillows made from natural, organic, and recycled materials. These eco-friendly options are not only better for the planet but also appeal to environmentally conscious consumers. Another notable trend is the emphasis on sleep quality and health. The importance of a good night's sleep for overall well-being is well-established, and consumers are willing to invest in products that enhance their sleep experience.

Pillows designed to improve sleep posture, alleviate pain, or regulate temperature have gained popularity. Brands are incorporating advanced technologies and innovative materials to cater to these specific needs. Personalization has also become a significant trend in the US pillow market. Consumers are looking for pillows that cater to their unique preferences and sleeping habits. Many companies now offer customizable pillows, allowing customers to choose the firmness, loft, and even the cover materials. This personalization not only enhances comfort but also creates a more satisfying purchasing experience. The rise of online shopping has profoundly impacted the US pillow market. E-commerce has provided consumers with a convenient way to browse and purchase pillows from the comfort of their homes. To keep up with this trend, businesses are optimizing their online presence, offering detailed product information, customer reviews, and easy ordering processes. Additionally, the direct-to-consumer model has gained traction, allowing brands to maintain a closer relationship with their customers. Furthermore, the influence of aesthetics on pillow design cannot be underestimated. Consumers are not only seeking comfort but also style. Pillows are now considered decorative accessories that can complement bedroom decor. This has led to an influx of pillows featuring trendy colors, patterns, and textures. Brands are collaborating with designers and artists to create visually appealing pillow collections. In summary, the US pillow market is evolving in response to changing consumer preferences. Eco-friendliness, sleep quality, personalization, online shopping, and aesthetics are among the prominent trends shaping the industry. Pillow manufacturers and retailers are adapting their strategies to cater to these demands, ensuring that they remain competitive in a dynamic market. As consumer expectations continue to evolve, it will be interesting to see how the US pillow market continues to innovate and meet the needs of a diverse customer base.

Pillows Market component Segment Insights:

Pillows Product Type Insights.

Based on product type, the US Pillows market segmentation includes feather pillows, down pillows, memory foam pillows, latex pillows, synthetic pillows, and others. The synthetic pillows held the majority share in 2023, contributing around ~25.00% to the market revenue. In 2023, These pillows are made from synthetic materials, typically polyester fibers, which mimic the feel and support of natural fillings but come with their own set of advantages. In the US pillows market, several factors are driving the demand for synthetic pillows. Firstly, synthetic pillows are often more affordable than their natural counterparts. This affordability makes them accessible to a wider range of consumers, especially those who may be on a budget or looking for a cost-effective bedding solution. As economic considerations remain significant for many households, the price point of synthetic pillows becomes a compelling selling point. Secondly, synthetic pillows are hypoallergenic, making them an appealing choice for individuals with allergies or sensitivities to natural fillings like feathers or down.

FIGURE 2: US PILLOWS MARKET, BY PRODUCT TYPE, 2023 VS 2032 (USD MILLION)

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

Pillows Type Insights

Based on type, the US Pillows market segmentation includes adjustable pillows and non-adjustable pillows. The non-adjustable pillows held the majority share in 2023. Non-adjustable pillows represent a prominent category within the US pillows market, characterized by their fixed and unmodifiable design, typically filled with materials like memory foam, down, or synthetic fibers. Despite the growing popularity of adjustable pillows, non-adjustable pillows maintain a significant presence in the market, driven by several key factors. Firstly, their simplicity and affordability make them an attractive choice for a wide range of consumers, especially those seeking a straightforward sleeping solution without the complexity of customization. Additionally, the durability and longevity of non-adjustable pillows have garnered a loyal customer base, as they often require less maintenance and provide consistent comfort over time.

FIGURE 3: US PILLOWS MARKET, BY TYPE, 2023 VS 2032 (USD MILLION)

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

Pillows design Insights

Based on design, the US Pillows market segmentation includes ergonomic pillows and normal pillows. The normal pillows held the majority share in 2023. Normal pillows referred to as standard or traditional pillows, represent the conventional and ubiquitous design in the US pillows market. These pillows typically come in rectangular or square shapes and are filled with various materials like feathers, down, synthetic fibers, or foam. While they lack the specialized features of ergonomic or memory foam pillows, normal pillows serve as basic, all-purpose sleep accessories for a broad spectrum of consumers. They are valued for their affordability, versatility, and ability to cater to a wide range of sleeping preferences. Despite the emergence of innovative pillow designs, normal pillows maintain a strong presence in the market, driven by several factors. The US pillows market's enduring demand for normal pillows can be attributed to several key drivers. First and foremost, affordability plays a significant role, as standard pillows are often more budget-friendly than their specialized counterparts.

FIGURE 4: US PILLOWS MARKET, BY DESIGN, 2023 VS 2032 (USD MILLION)

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

Pillows Pillow Size Insights

Based on pillow size, the US Pillows market segmentation includes standard, super standard, queen, king, European, and others. The standard held the majority share in 2023. Standard pillow sizes in the United States typically include three main dimensions: Standard, Queen, and King. A Standard pillow measures 20 inches by 26 inches, making it the most common size for standard twin and full beds. Queen-sized pillows are larger, measuring 20 inches by 30 inches, and they are often used on queen-sized beds or as a decorative layer on larger beds. King-sized pillows, as the name suggests, are designed for king-sized beds, and they measure 20 inches by 36 inches. These standardized sizes make it easier for consumers to find suitable pillows for their beds and bedding sets. The US Pillows Market is driven by several key factors.

FIGURE 5: US PILLOWS MARKET, BY PILLOW SIZE, 2023 VS 2032 (USD MILLION)

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

Pillows Category Insights

Based on category, the US Pillows market segmentation includes smart pillows and standard pillows. The Standard Pillows held the majority share in 2023. The standard pillows category in the US market encompasses a wide range of pillows designed to provide comfort and support during sleep. These pillows typically come in a standard size, making them suitable for most bed types and sleep positions. Within this category, various types of pillows are available, including memory foam, down, feather, latex, and synthetic fill options, each catering to different preferences and needs. The US pillows market has been driven by several key factors in recent years. First and foremost, consumer awareness of the importance of sleep quality and its impact on overall health and well-being has been a significant driving force in the pillows market. As people become increasingly health-conscious, they are willing to invest in high-quality pillows that offer proper support and comfort, promoting better sleep and overall wellness.

FIGURE 6: US PILLOWS MARKET, BY CATEGORY, 2023 VS 2032 (USD MILLION)

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

Pillows Nature Insights

Based on nature, the US Pillows market segmentation includes Eco-friendly pillows and regular. The regular held the majority share in 2023. Regular pillows in the US market are primarily characterized by their core function of providing comfort and support for individuals during sleep or relaxation. These pillows typically consist of a soft, cushioned outer covering filled with materials such as polyester fiber, memory foam, feathers, or down. The nature of regular pillows is centered around enhancing sleep quality, alleviating neck and back discomfort, and promoting overall well-being through proper spinal alignment. In recent years, the US Pillows Market has been driven by several key factors.

FIGURE 7: US PILLOWS MARKET, BY NATURE, 2023 VS 2032 (USD MILLION)

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

Pillows Distribution Channel Insights

Based on distribution channel, the US Pillows market segmentation includes supermarkets & hypermarkets, specialty stores, online, and others. The supermarkets & hypermarkets held the majority share in 2023. Supermarkets and hypermarkets play a pivotal role in the distribution channel of the US Pillows Market. These retail giants serve as crucial intermediaries, connecting pillow manufacturers with a vast and diverse consumer base. Supermarkets, known for their convenience and accessibility, stock a wide range of pillows, appealing to everyday shoppers looking for affordable and basic bedding options. On the other hand, hypermarkets, with their sprawling spaces and extensive product offerings, cater to customers seeking a more comprehensive pillow shopping experience, often featuring premium and specialty pillows. This diverse distribution network capitalizes on the varied preferences and needs of consumers, offering a multitude of pillow types, including memory foam, down, latex, and more.

FIGURE 8: US PILLOWS MARKET, BY DISTRIBUTION CHANNEL, 2023 VS 2032 (USD MILLION)

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

Pillows Key Market Players & Competitive Insights.

With a strong presence across different verticals and geographies, the Pillows market is highly competitive and dominated by established, pure-play vendors. Over 10 vendors cater to this market, and they continually innovate their solutions to meet the evolving needs of businesses by adopting new technologies. These vendors have a robust geographic footprint and partner ecosystem to cater to diverse customer segments. The Pillows market is highly competitive, with many vendors offering similar products and services.

The major players in the market include Hollander Sleep & Décor, American Textile Company, Leesa Sleep, Medifiow, Snuggle-Pedic, Gio Clavis, Malouf, Coop, TEMPUR-PEDIC NORTH AMERICA, LLC., and MyPillow Industries Corporation constantly takes on new challenges to ensure the stability of its management foundation by extending its reach into business fields. In 2023, the Pillows market remains highly fragmented, characterized by a diverse array of players, from large multinational corporations to numerous smaller, local firms. This fragmentation is evident from the market share distribution, where the leading companies command only a small fraction of the overall market. It concentrates on broadening its product offerings to reach new audiences in the US market.

The US Pillows market is consolidated, increasing competition, acquisitions, mergers, and other strategic market developments and decisions to improve operational effectiveness.

Key Companies in the Pillows market include

• Hollander Sleep & Décor


• American Textile Company


• Leesa Sleep


• Medifiow


• Snuggle-Pedic


• Gio Clavis


• Malouf


• Coop


• TEMPUR-PEDIC NORTH AMERICA, LLC.


• MyPillow

Pillows Industry Developments

• In May 2023, bedding provider Tempur Sealy announced its acquisition of Mattress Firm in a deal valued at approximately $4 billion, comprising both cash and stock. This transaction will bring together two major players in the industry, expanding their collective presence to encompass over 3,000 retail stores, 30 e-commerce platforms, 71 manufacturing facilities, and four research and development facilities worldwide. Tempur Sealy's Chairman and CEO, Scott Thompson, expressed optimism about the merger, citing the potential for accelerated growth and improved operating cash flow.


• In February 2023, Snuggle-Pedic formed a significant partnership with Mattress Firm, a prominent mattress retailer, to expand its product availability. This collaboration will enable Snuggle-Pedic to reach a broader customer base by offering its mattresses and pillows in select Mattress Firm stores nationwide. Additionally, the partnership will involve a marketing campaign aimed at promoting Snuggle-Pedic products to Mattress Firm's clientele. This strategic alliance is a significant development for Snuggle-Pedic, as it allows the company to tap into Mattress Firm's vast network of over 3,700 stores across the United States, ultimately boosting sales and brand recognition. Both CEOs expressed excitement about the partnership, highlighting their shared commitment to enhancing the sleep experience. The collaboration is expected to benefit both Snuggle-Pedic and Mattress Firm, providing a wider range of sleep products to customers and expanding market reach for Snuggle-Pedic.