A new poll of 2,000 adults has revealed what Britons really want from their pillows, with seven in 10 saying poor head support can ruin a night’s sleep.
Almost half (49%) said they prefer a firmer pillow, compared with 29% who favour a softer option. The study also found most want a pillow with plenty of “plumpness”, with 69% opting for a fuller cushion, while just 7% said they would choose a thin or flat pillow.
Pillow numbers and habits
When it comes to numbers, 41% said they sleep with two pillows on the bed. Meanwhile, 13% use just one and 42% prefer three or more. Staying cool is clearly a priority too, as 58% admitted they flip their pillow in the night to find the colder side.
The research was commissioned by Premier Inn as it rolls out new pillows across its hotel rooms. TV presenter Rylan Clark was enlisted to chat to the public about their sleep habits and put the new bedding to the test himself.
Rylan Clark’s verdict
“With all my early starts, I know what really matters when it comes to getting a good night’s sleep,” he said. “It’s been so fun getting the nation’s ‘pillowpinions’ and getting up close and personal with the new pillows to make sure they’re as dreamy as they look.
“Spoiler alert! They are.”
What matters most
The poll also found 35% like an extra pillow between their legs, while 87% said they would notice straight away if their usual bedding was swapped out. Asked what matters most in a pillow, respondents picked comfort (69%), plumpness (44%) and firmness (39%), according to OnePoll.com.
And it’s not just for bedtime. One in 10 admitted they need proper pillow support for binge-watching TV in bed. Despite this, 43% said they haven’t replaced their pillows in at least two years, while 13% admitted they can’t remember the last time they bought new ones.
Sarah Simpson, who heads up sleep experience at Premier Inn, said: "The nation has spoken – pillow quality is key to a perfect night’s sleep and when it comes to preference, Brits overwhelmingly prefer a firm over a soft pillow.
“As Rylan says, transforming more than 377,000 pillows across our hotels has been an incredible operation, but it’s been so worthwhile and is making a real difference to the sleep experience.
“And best of all our guests can choose between firm or soft pillows in every room so no matter what your preference, we’ve got you.”
