American Down and Feather Council Taps into Consumers for Industry Insight
Home & Textiles Today Staff -- Home Textiles Today, November 6, 2013
New York - Looking to help the industry gauge shoppers' bedding and sleeping preferences, the American Down and Feather Council (ADFC), a section of the Home Fashion Products Association, recently released a consumer survey it said "produced some significant and interesting results."
ADFC commissioned Harris Interactive conducted the survey, marking the first time that the organization sought to direct input from consumers.
Among the data, the survey found 70% of U.S. respondents who use down and feather products agree that by sleeping with down and feather bedding they get a better night's sleep. In addition, more than 50% of all consumers agree that there are health benefits to sleeping with down and feather products.
"Overall, we are pleased to see that the results from our recent consumer survey confirmed our understandings that consumers who sleep with down and feather bedding are satisfied with their sleep," said Stephen Palmer, president, ADFC.
This survey is just one of several efforts the ADFC said it has employed in recent years to promote the use of down and feather products directly to consumers. Others include the launch of a consumer-directed video, buying guides, shopping tips sheets and more. In addition to arming the industry with data regarding consumer thought, the survey of consumer attitude will aid in planning and execution of upcoming initiatives from the group and its members.
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