Homebound Consumers Supporting Comfort Mats

Anti-fatigue mats are stepping up the comfort for stay-at-home, task-driven consumers.

More than ever, the home has certainly become one’s haven, a place of respite from an unpredictable world. With that said, consumers continue to seek out home goods that provide comfort to their everyday routines, which often include cooking in the kitchen, making wellness masks in the bathroom and do-it-yourself projects in the garage.

Anti-fatigue mats, which feature a gel or polyurethane foam layer to provide energy to lessen fatigue in the legs, provide comfort to consumers taking on such tasks. As such, vendors have reported a healthy increase in sales this year, as more consumers adopt the mats in their kitchens and beyond.

What began as a kitchen helper, supporting consumers with comfort as they prepped, cooked and baked in the kitchen for hours on end, soon began to enter other rooms in the home such as the bathroom, garage and home office, where consumers are also standing for long periods of time.

This wider adoption has led to a boost to the category, with consumers purchasing more than one for the home, as well as for gifting to family and friends.

And with consumers working from home more than ever in recent months, the category received a boost as consumers made additional purchases to outfit their home offices.

Customers continue to look for innovation in the category both in terms of design and functionality, vendors reported, with larger size mats emerging as a more desirable option.

Another key design trend has been the proliferation of more textured comfort mats as well as personalized selections, to match existing décor throughout the home. In addition, rugs or rug-like textiles with a comfort component have also gained traction.

While the category has seen positive growth, it also has its challenges. Competitive products that are being manufactured overseas continue to enter the marketplace, and products are more often than not made from what is said are are inferior components, such as recycled foam, and often contain components that could create health issues, like vinyl and adhesives.

This development can deter from those anti-fatigue mats that are made in the U.S., a designation that has become increasingly desirable among consumers. Vendors continue to educate consumers on the quality of their products as compared to the imports and how that translates to consumers willing to pay a bit more for a product they know is supporting U.S.-based factories and workers.

• Consumers are seeing the benefit of having an anti-fatigue mat in their kitchen and are looking for mats for other areas of the home, such as the garage and outdoor activity areas.

• Education and lifestyle content are key drivers for online sales of
anti-fatigue mats as
the category continues
to grow.

• As more consumers work from home for the long-term, anti-fatigue mats for use in the home office, especially under standing desks, is forecasted to rise.

• Rugs or rug-like textiles with a comfort component have also gained traction as consumers ask for the comfort a mat provides coupled with the look and feel of a fine, designer rug.