January BedTimes finds nothing fluffy about pillows

When it comes to pillows, I like them squishy. I make a nightly ritual of scrunching and pressing mine into the perfect shape when I crawl into bed. For the past couple of years, my favored pillow has been one filled with bits of shredded latex and encased in a down cover. It’s about time for a new one. “Mushability” will be the first criteria on my shopping list.

This month’s BedTimes cover story looks at the latest trends and innovations in the all-important pillow category. Pillow suppliers—many of them mattress manufacturers looking to broaden their brand and boost their bottom lines—offer everything from basic fiber to complex constructions of latex, memory foam, gel, innerspring and even air, with prices ranging from less than $10 to upwards of $300.

Companies offering pillows are seeing strong growth in the category as consumers experiment with the new technologies. Some expect sales to rise as much as 25% this year.

Segment experts that BedTimes interviewed talk about the importance of making new pillows part of every mattress sale. Pillows and mattresses work together to create a perfect sleep system, and that’s a message our industry needs to convey to both retailers and consumers.

Can you imagine buying a new car but driving around on old tires?