Seven surprising facts about the sleep industry.
What does NASA technology have to do with bedding? How old are the pillows used by guests in luxury hotels? And why do Chinese consumers buy enormous duvets while Europeans prefer to sleep under separate ones? Balázs Gellért, Managing Director of Naturtex Kft., a fully Hungarian-owned company producing mainly for international markets, talked about differences in sleep culture around the world, sustainable feather processing, and how automation and artificial intelligence are transforming the industry.
1. When does a pillow become too old?
Did you know that you might be sleeping on a nine-year-old pillow even in a five-star luxury hotel? According to industry practice, pillows in hotels should be replaced at least every five years. Nevertheless, Naturtex’s Managing Director once came across a surprisingly worn-out pillow in a German luxury hotel that, according to its label, was nine years old.
Even in Hungary, this is considered a long time. People use a pillow for an average of six to seven years, although for hygiene and health reasons, they should ideally be replaced every three to five years. In Western Europe, this is generally taken even more seriously, with many people replacing their pillows at home every two to three years. According to the Naturtex expert, Germany, Austria and Switzerland are therefore among the leaders when it comes to sleep culture.
2. Why do Chinese consumers sleep under enormous duvets?
Naturtex, based in Szeged, exports its products to 60 countries, giving the company valuable insight into differences in sleep culture around the world. In China, for example, oversized duvets are particularly popular because couples tend to prefer sleeping under one shared duvet.
In Europe, by contrast, smaller, individual-sized duvets are preferred, as most people sleep under separate covers. Natural materials dominate in Scandinavia, while products with synthetic fillings are the most popular in the United States. Another noticeable trend is that while thick, heavy duvets were popular 30–40 years ago, modern heating systems have increased demand for lighter, airier bedding.
3. The recycling revolution: how does a feather become a premium pillow?
Feather processing is a traditional industry with a strong focus on recycling. Its primary raw material is feathers generated as a by-product of the meat industry, which would otherwise end up as hazardous waste.
Naturtex, which manufactures 2.3 million products annually, processes this material sustainably. The feathers are washed using thermal water, which is not only more energy-efficient but also provides better cleaning results while requiring fewer chemicals. The feathers are then dried at 130°C, ensuring complete sterility while preserving their resilience.
In the Ipar Hangjai podcast, the head of one of Hungary’s leading companies in the feather industry also explains that feathers are not disappearing from the market. On the contrary, they continue to be a highly sought-after material in the premium segment.
4. Sustainability is sexy – but who wants a recycled pillow?
Today, only around 1–1.5% of the world’s textile products are recycled, while the rest ends up in landfills or incinerators.
“Just imagine how much more environmentally friendly this industry could become if we managed to increase this figure to even 10%,” Balázs Gellért points out.
Naturtex’s commitment to sustainability is also demonstrated by the fact that a retail chain with annual revenues of €50 billion highlighted the company as a best-practice example at an international trade fair.
According to the expert, consumers also need incentives for recycling to work effectively. One possible solution would be to allow customers to return their old pillows and duvets to an increasing number of stores in exchange for discounts.
5. NASA technology in your bed
Balázs Gellért also reveals that one of Naturtex’s latest developments uses a technology originally developed for NASA astronauts’ gloves.
It is a special membrane that optimizes temperature, allowing duvets, for example, to adapt to body heat and help prevent night-time sweating or feeling cold. The technology is designed to take sleep quality to an even higher level while providing users with premium comfort.
Did you know? Smart bedding is revolutionizing sleep monitoring. Sensors integrated into bedding can track breathing, heart rate and sleep stages, then transmit the data to a mobile application. The Withings Sleep Analyzer, for example, can even detect sleep apnea, while Sleepace smart bedding provides personalized recommendations for improving sleep quality.
6. Automation and AI are revolutionizing the sleep industry too
Naturtex’s production lines have been powered by solar energy for several years. However, innovation at the plant goes far beyond this: machines controlled by Siemens technology are used in production, while the company’s own developments also help improve efficiency.
Thanks to automated processes, robotic arms now fill, sew and package pillows before sending them on to the warehouse. The company is primarily looking to use artificial intelligence in logistics and production planning. However, in processes requiring particularly precise and delicate work, such as the work performed by garment tailors, machines are unlikely to replace people for a long time.
Did you know? Certain processes in the textile industry cannot be automated. The work of garment tailors, for example, remains essential for precise, high-quality production. Sewing the covers of pillows and duvets continues to require manual work because this process cannot yet be automated efficiently.
7. Where do we go wrong when buying a pillow?
The expert warns that sleep culture should not be taken lightly. While many people are willing to spend hundreds of thousands of forints on a new smartphone, they are often reluctant to invest in a good pillow or mattress – even though sleep quality has a direct impact on health and daily performance.
In search of quick and inexpensive solutions, many people purchase textile products from online marketplaces. These products may be attractively priced but are typically of lower quality. A high-quality pillow or mattress lasts longer and provides better sleep quality, making it a better investment compared with lower-quality alternatives.
If you would like to hear the full conversation, listen to the latest episode of the Ipar Hangjai podcast on the following platforms:
Image sources: Naturtex Kft.