While consumers are increasingly health and comfort-conscious,
there are still gaps in awareness around technical aspects
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By Mr. Yogesh Sharma, Head of Exports and Business Development,
Royal Furniture Group
June 10th 2026. Comfort Times Magazine
Q As the largest mattress dealer in Ajman, how have you seen UAE consumer preferences in mattresses evolve over the past 3–5 years, particularly in terms of materials, brands, or price points?
Over the past 3–5 years, the UAE mattress market has shifted from being largely price-driven to focusing more on value and wellness. Customers are moving away from basic foam and spring mattresses toward specialty and technical foams, memory foams, hybrids, and cooling technologies, mainly driven by comfort and the region’s climate. Brand awareness has also increased significantly. Customers are more informed, research online, and prefer trusted or ‘hotel-quality’ brands with strong warranties.
June 10th 2026. Comfort Times Magazine
Q The UAE has a highly diverse population with expats from South Asia, the Middle East, Europe, and beyond. Do buying behaviors and mattress preferences differ significantly across these communities, and how does Royal Furniture cater to that diversity?
Yes, buying behaviors in the UAE do vary across different expat communities, and that diversity is very visible in mattress preferences. For example, many South Asian customers tend to prefer firmer mattresses for back support, while Middle Eastern customers often look for a balance between firmness and plush comfort. European customers, on the other hand, typically lean toward softer or hybrid mattresses with advanced materials and temperature regulation. There are also differences in price sensitivity and brand expectations, some segments are more value-driven, while others prioritize premium brands and sleep technology.
June 10th 2026. Comfort Times Magazine
Q Health and wellness awareness has grown tremendously in the region. Are UAE consumers increasingly seeking orthopedic, memory foam, or medically certified mattresses? Is this driving a shift in your product mix?
Absolutely, health and wellness awareness is significantly influencing mattress buying behaviour in the UAE. Consumers today are far more conscious about spinal support, posture, and sleep quality, which has led to a noticeable increase in demand for orthopedic and memory foam mattresses. There’s also growing interest in products with medical endorsements or ergonomic design claims, especially among customers dealing with back or sleep-related issues.
June 10th 2026. Comfort Times Magazine
Q What are the most common questions or concerns customers raise before purchasing a mattress, and what does that tell you about the gaps in consumer awareness in the UAE market?
The most common questions UAE customers ask before buying a mattress revolve around firmness, back support, durability, material types, and temperature regulation. Many also want to know about warranties, health benefits, and suitability for specific issues like back pain. These questions indicate that while consumers are increasingly health- and comfort-conscious, there are still gaps in awareness around technical aspects, such as the differences between memory foam, hybrid, and spring mattresses, how density and layering affect support, and which materials are best suited for the UAE climate. Many buyers rely on expert guidance to make informed, confident decisions.