A new OpinionWay study for the Parlons Literie collective suggests the bed is no longer viewed solely as a place for sleep, but increasingly as a multifunctional space shaped by age, gender and living environment.
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The research shows younger consumers are driving the shift. Among 18–24-year-olds, 81% watch series or films in bed, 58% study there and 30% even eat meals there. Social media use, wellness routines and shared time with friends, children or pets are also more common among under-35s.
Usage patterns also vary by gender and geography. Women are more likely than men to read, use social media or share the bed with pets, while residents in dense urban areas are more likely to work, eat or socialise in bed due to smaller living spaces.
For the bedding industry, the findings point to more fragmented and demanding customer expectations. Product development, in-store advice and merchandising will increasingly need to reflect how beds are used not just for rest, but as everyday living spaces.
Parlons Literie said these behavioural changes strengthen the importance of expert guidance and product adaptation, particularly as consumers expect bedding to accommodate comfort, durability and multiple uses over a typical lifespan of around 10 years.
Source: www.meuble-info.fr
