Fueled by mega housing projects, luxury hospitality expansion and rising disposable incomes, demand for high-quality sleep solutions is growing in the Middle East. This article explores how the mattress industry in the Middle East is evolving in terms of market size, growth drivers, consumer trends, key players and the opportunities that lie ahead. Once overlooked by global mattress players, Middle East is now considered to be one of the most dynamic markets for sleep solutions. This growth could be attributed to factors like rapid urbanisation, government-backed housing initiatives and a growing tourism sector. In fact, these factors have significantly transformed the Middle East market from a furniture-importing region into a more sophisticated mattress market that understands the need for quality sleep. 

From rising luxury hospitality projects in Dubai, Riyadh and other countries to a surge in residential construction projects across Saudi Arabia and Qatar among others, the Middle Eastern region is experiencing a sleep economy boom. That said, for mattress manufacturers and suppliers, this region not only offer huge volume but also a diverse and dynamic customer base that comes with their unique climatic and cultural demands.

Market overview

Mattress industry has seen good growth in the Middle East in the past few years and the future also looks bright. As per Grand View Research’s report on Middle East & Africa (MEA) Mattress Market Size & Outlook, 2030, MEA mattress market generated revenue of USD 1,320.3 million in 2024, with steady year-on-year growth expected through 2030. Further, within the MEA bracket, the Gulf Cooperation Council (GCC), particularly Saudi Arabia, the UAE and Qatar account for the largest market share.

If we talk about Saudi Arabia in particular, then government’s investments in real estate projects such as NEOM, The Line and various housing initiatives under Vision 2030, rising urbanisation and growing hospitality sector are driving huge demand for high-quality and durable mattresses. Saudi Arabia is closely followed by UAE which is powered by Dubai’s luxury real estate, hospitality upgrades and an increasing need for premium and smart mattresses. As per the IMARC’s GCC Mattress Market Size, Share, Trends and Forecast by Product, Distribution Channel, Size, Application, and Country, 2025-2033, “The GCC mattress market size was valued at USD 863.1 million in 2024. In future, the market is expected to reach USD 1,385.6 million by 2033, exhibiting a CAGR of 5.1 per cent from 2025-2033.”

Key demand drivers

Let’s take a look at key demand drivers for mattress industry growth in the Middle East.

  • Rapid urbanisation and housing boom: Since past few years, the Middle East is seeing a population boom. In fact, Saudi Arabia’s (which is one of the most dominant countries in the Middle East) population is expected to touch 40 million by 2030, with nearly 85 per cent living in cities. This is expected to give a major boost to the mattress industry. In addition, governments across the Middle Eastern nation are launching new housing projects which have spurred the growth of not just the construction but the home furnishing industries including the mattress industry as well. Further, new home buyers in the Middle East, especially young families, are looking for options beyond basic foam and demanding hybrid and orthopedic mattresses with enhanced breathability. This is also presenting new opportunities for growth for the mattress manufacturers in the region.
  • Booming tourism and hospitality segment: Since past few years, tourism has been on the rise in the Middle East as the region is showcasing strong commitment towards it. If we talk about UAE particularly, then by focusing on transforming cities like Dubai and Abu Dhabi into global tourism hubs, it is aiming to double its tourism revenue by 2030. Since past few years, Saudi Arabia is also becoming a popular tourist destination by offering unique experiences such as visits to the ancient heritage cites. The growth of tourism in these Middle Eastern countries is positively affecting the mattress industry as tourism means more hotels and that in turn is increasing the demand for hospitality-grade premium mattresses that feature fire-retardant materials, motion isolation technology and long warranties. Mayank Sharma, Business Head – Hospitality, Premium Segment, King Coil-India, avers, “In the past few years, tourism has increased considerably in the Middle East which was earlier known for its very strict rules and regulations. Initially, only Dubai was a popular tourist destination but now places like Oman, Abu Dhabi, Qatar, Riyadh and many more are on the list of the travelers. Now, the Middle East is also offering many business opportunities in all domains, hence business travel is also increasing. All this is leading to the growth of the hospitality industry and this is leading to the demand for quality mattresses in the region as travelers prefer a quality and branded mattress in the bedroom of the plush hotel they choose. So, many prominent mattress brands are now entering the Middle East region. Many leading hotel chains, from Marriott to Accor, are upgrading their properties across the prominent countries of the Middle East region, thereby, creating huge demand for mattresses.” Overall, Gulf region’s tourism and Meetings, Incentives, Conventions and Exhibitions (MICE) strategies giving a boom to the construction of airports, convention centres and new luxury resorts are expanding the bed-night capacity and raising standards for sleep comfort in the region. That said, mattress brands that set up regional facilities and licensing or enter into warehousing partnerships in the prime countries of the Middle East can dramatically improve margins and build trust in the region.
Customer preferences and trends

The Middle East has a hot and arid climate which makes temperature-regulating technology in the mattresses a key choice. So, in this region, cooling gel-infused foams, phase change and breathable covers, hybrid structures with ventilation channels and antibacterial/hypoallergenic finishes are gaining much popularity. Among the urban and digitally connected consumers, bed-in-a-box and smart mattresses that incorporate temperature control features are becoming the popular choices.
Here is a look at top consumer trends in the region :

  • Cooling and breathable mattresses are preferred to combat the heat.
  • Hybrid mattress combining spring and foam are preferred in the mid-premium segment.
  • Smart beds and adjustable bases are popular in cities like Dubai and Doha.
  • Sustainable mattresses using natural latex and organic cotton are liked by the eco-conscious customers.
  • Mattresses making use of fire-retardant materials and offering long warranties are demanded by the hospitality segment.
Competitive landscape of the Middle Eastern market

The Middle East market is highly fragmented and dominated by four major categories of players. These include:

  1. Global giants and hospitality specialists: Brands like Serta, Sealy and Simmons among others dominate the luxury and hospitality segment by catering to the international hotel chains. These players often supply certified hospitality ranges and maintain dedicated local teams for specification and warranty support.
  2. Regional manufacturers: Taking advantage of the local production facilities, mattress brands like King Koil, Silentnight and Intercoil cater to both urban consumers and project segments in Saudi Arabia and UAE.
  3. DTC disruptors: Various global e-commerce brands including Emma and Nectar have entered the GCC markets and are offering features like 100-night trials and quick delivery.
  4. Private and local brands: Many budget-friendly mattress companies have originated in the Middle East serving the mass markets, often through the furniture chains and retail warehouses.
Future outlook: The road ahead

Over the next five years, the Middle East mattress industry is expected to evolve from a volume-driven to a value-driven market. With GCC investing more in housing and tourism and consumers becoming more particular and sophisticated and hoteliers demanding more premium products, the mattress brands that will combine technology, comfort and regional understanding are touted to excel in the region. In a nutshell, from cooling materials to sustainable manufacturing and smarter supply chains, the Middle East offers a booming ground for brands that are ready to invest, innovate and localise.