Affordability, durability key drivers of consumer choice for mattress
Now more than ever, Nigerians are demanding high-quality, affordable mattress for their sleep opening a battle ground for who takes the large chunk of the market.
With a rising population of close to 180 million that needs sleep, Nigeria remains Africa largest market.
Global Mattress Market research 2018, expects Nigeria market to grow at a compound annual growth rate (CAGR) of 6.16 percent during the period 2018-2022.
Although, there are various players in daily competition for market pre-eminence, the two key players in this battle which span for many years are two giants Moaka foam and Vitafoam.
Air mattress-an inflatable mattress/sleeping pad mainly for recreation in recent times is gradually gaining the attention of Nigerian homes, as also help intensify the battle.
The competition between the two top players, Moaka and Vitafoam is so close, that it is almost impossible to decide which one is superior to the other, leaving consumers most times with tough buying decision.
While both companies have successfully leveraged on promotions, activations and strong advertising campaigns to increase market share, marketers of air mattress are promising convenience.
Moaka foam rocks the market with various advertisement showing strength and durability, Vitafoam rides on comfort campaign to drive sales. However, market survey carried by BusinessDay show most Nigeria buying decision is largely hinged on affordability and durability.
For Titilayo Olalope a trader she said if given the two options, she will rather go for the one that promises long-life.
For years Olalope said she has been using Moaka foam because of its durability but the price of the products has forced her to look for unbranded or private label ones.
A check by BusinessDay on various mattress stores in Lagos shows the both products offered no much of a difference in price.
Vitafoam pegged prices for his products between N21, 000 and N50, 000 for medium sized mattresses and the large sizes prices ranging from N80, 000, N103, 000, and N234, 000, similar to the price ranges offered by Mouka Foam – N41, 856, N103, 000 and N220, 000.
Ajimobi Laide, said that she and her family use Mouka Foam at home because the brand is very durable.
I have been using my Vitafoam mattress for almost 7years now and I still enjoy it, “Honestly, both brands are good. I decided to use Vitafoam because of the comfort, anytime any day I will go for comfort, I love my sleep.
Despite the use of Airbed gaining traction especially in small sized rooms for singles, Nigerians remained reserve on the options it offers. They blamed the epileptic power supply in the country as the reasons why they will rather go for the regular mattress.
However, Emeka Obi a distributer at Yaba told BusinessDay that sales has increased especially in the last six months from millennials
“I get more young people asking for the brand, in few years’ it will be one of the most used bed, as more effort is being done to improve on the existing brands,” he said.
“If not for power the airbed works for me, I have on several occasions sleep on the bare floor because of no power to inflate it, aside power problem I think it makes a lot of sense getting one especially for small rooms occupants.”
Jide Alabi a physiotherapist calls on Nigerians to ensure they take their sleep very important.
“Daily I get patients who walk through my door asking me about mattresses “It’s critically important to have quality sleep, it is a performance tool.”
“It is not enough to get a mattress you can lie your head on, investing in better mattresses and spending time to get a mattress that’s right will go a longway to improve performance, hence consumers should think about replacing their mattress every five to seven years,” Alabi advised.
DAVID IBEMERE