Rising Popularity of Hyper-Personalized and Sleep-Efficient Bedding
Focus on Offline Customer Experience and ESG Practices
On January 19, the Evezari Sleep Environment Research Institute presented 'M.A.X.X' as the keyword that will define bedding consumption trends in 2026.
M.A.X.X stands for ▲My sleep (hyper-personalization) ▲Amplified efficiency (enhancing sleep efficiency) ▲Experience reimagined (reinventing customer experience) ▲Expressing sustainability (practicing sustainability).
The Evezari Sleep Environment Research Institute explained, "As awareness of the importance of sleep spreads, especially among younger generations, the trend of 'Sleepmaxxing' is emerging, and sleep is increasingly being recognized as an area of intentional self-care." The institute added, "As efforts to achieve quality sleep become a routine part of daily life, there will be a clear trend in bedding consumption toward pursuing the 'ultimate sleep experience (Max experience).'”
Evezari Sleep Environment Research Institute presented 'M.A.X.X' as the keyword that will dominate bedding consumption trends in 2026. Evezari
The institute also predicted that as sleep data and artificial intelligence (AI)-based sleep technology become more advanced, expectations will rise for personalized sleep solutions that reflect individual sleep characteristics and lifestyles, leading to greater interest in 'bedding tailored to me.' In addition to simply sleeping longer, functional bedding designed to improve sleep quality-by considering factors such as temperature, humidity, posture, and texture-is also expected to attract attention.
With growing interest in quality sleep, the institute noted an increase in strategies that organically connect offline and online customer touchpoints. Since bedding is a product where experience is crucial, consumers are actively engaging in their shopping journey-searching, experiencing, comparing, and purchasing-through various channels. Furthermore, as sustainability becomes a key criterion in bedding selection, value-driven consumption that pursues both environmental protection and a wellness lifestyle is expected to spread.
Cho Eunja, Director of the Evezari Sleep Environment Research Institute, stated, "Although sleep is directly linked to concentration and productivity, it has been undervalued in modern society. Now, there is a shift in perspective, recognizing sleep as an essential element of wellness." She added, "Continuous sleep management will become established as a healthy lifestyle culture."
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