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Producers: FR law could hurt business

By David Perry -- Furniture Today, April 20, 2003

West Caldwell, N.J. — About half of the bedding producers responding to a nationwide survey on mattress flammability believe flammability legislation could hurt their business, according to the consulting firm that conducted the survey.

A total of 51% of respondents gave that answer, up one percentage point from a similar survey a year earlier, according to The Marketing House.

Eleven percent said legislation on flame-resistant bedding might help their business, while 13% said it won't matter. One quarter were unsure how FR legislation would affect their business.

The results confirm that "the mattress industry in general has not warmed up to the proposition of marketing open-flame resistant mattresses," The Marketing House said. The firm, based here, is a marketing consulting firm that conducted the surveys for one of its clients, a supplier to the bedding industry that it did not identify.

The latest survey was mailed in February to 300 bedding executives selected at random from the universe of U.S. mattress manufacturers. Forty nine producers, or 16%, responded.

"Despite the relatively small sample size," the company said in its summary, "most key issues generated data useful within reasonable statistical accuracy. No particular anomalies were noted."

The survey found that most producers believe consumer concerns about mattress flammability are limited.

"I don't think there is general awareness among consumers on mattress flammability," said Greg Bradshaw, president of The Marketing House. "That issue is not on their radar screens."

Among the key findings:

Awareness of California's new flammability standards has increased significantly, with 52% of respondents saying they now are very familiar with the legislation, compared to 33% last year. Another 44% said this year they "have heard something about" the legislation.
36% of the respondents said that lead times of six months to a year are required from the beginning of design work until products incorporating a major mattress design change are ready to ship. Thirty-two percent said less than three months is needed, while 23% said three to six months and 9% said more than a year.
55% said that consumers have little or no concern about mattress flammability, while 15% said consumers are not concerned at all. Only 28% said consumers are somewhat or occasionally concerned, while 2% said they believe consumers are very concerned about mattress flammability.
The traditional product selling points of comfort, price and overall quality are still considered to be the features that determine the consumer's purchase decision.
Recognition of any advantages among the various FR product offerings is low; 67% of the respondents had no opinion as to which materials are most promising for achieving effective flame control.

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