Mattresses of this category include the consumers who are young and have higher incomes so as to pay for a premium mattress. Brand selectors are the consumers, who believe that the quality of a mattress largely depends on its brand name. The apathetics category generally includes males with lower income, who use the mattresses for longer period as compared to other categories. With increased number of consumers' shifting towards large houses, the numbers of bedrooms in the houses are also increasing, which is consequently propelling the growth of the global mattresses market. Approximately 140,000 new homes were built in the U.K. in 2014, which is 3.7% increase, as compared to that in 2013. The number of homes with more bedrooms has also been increasing in the country. The rising divorce rate is one of the key reasons for the growing demand for property with more bedrooms, as parents may have extra rooms for their divorced children when they come to stay. Consumer's buying habits have been changing due to increase in public awareness on environmental issues.
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