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HIGH POINT — Statistics paint an interesting picture of consumer demographics to come in the next 15 years. According to a January 2025 report titled “Dependency and depopulation? Confronting the consequences of a new demographic reality” (McKinsey Global Institute), age structures are shifting, and seniors will account for one-fourth of global consumption by 2050, double their share in 1997.
Additionally, this population demographic is also a wealthier subset of the population than their younger counterparts according to the report, with 43% of the national’s total wealth held by households where the primarily householder is 65 years or older.
Although not developed as a study of consumer populations with a focus on retail, the report underscores a significant sales opportunity for the furniture industry.
Although health and wellness has been a key talking point at retail for some time, the category will have expanded possibilities with a growing senior population. And this potential represents more than just lift chairs to support mobility; it also can encompass a growing embrace of “self-care furniture” than supports longevity.
Total spa experience
Cozzia, a longtime manufacturer of premium massage chairs, is introducing fifth-generation robotics to its massage chair line this year, and the new technology is expanding the company’s chair experience to encompass 40-plus preset auto programs to choose from, including “global massage from around the world such as Chinese, Balinese, Japanese, Thai, and Swedish,” as well as variable stretch positions and specialty programs for joints or the spine, according to CEO Mark Holmes.
“This dual-mechanism technology offers two robotic massages at the same time: one for the seat and one for the back,” Holmes said. “There is also full body heating in low, medium and high temperatures that can be adjusted for heat therapy and a sub-menu for stretches that includes the neck, lower back and hips. You just tell the chair to do it for you.”
The expansion of features allows consumers to use their chairs as both a quick pain relief option and as health-and-wellness therapy, he said.
“We designed the product so you can take time off on the weekend and maybe create a total spa experience at home for a couple of hours with deep massage,” said Holmes. “Then you can also program a quick 15-minute massage at the end of a workday.”
Long-term well being
UltraComfort has recliners that have lift capabilities, but the chairs offer numerous health-and-wellness features as well, according to Rich Golden, CEO.
“Our mission is to enhance quality of life and promote long-term well-being through innovative products,” he said. “For that reason, wellness has always been on the forefront of our research and development efforts. Our products are often used 12-plus hours per day, so providing additional wellness benefits is important in achieving our mission.”
Golden added that “lift” is only one of the positions that can provide benefits to end consumers. UltraComfort has positioning patents on the company’s two-, four- and five-motor recliners that allow for numerous positions that promote wellness across a spectrum of needs.
“Whether its leg and foot elevation, ergonomic body placement or even body weight distribution, our positioning can help promote mind and body wellness,” he said. “To add even more wellness benefits, we offer full body far-infrared HeatWave Technology as well as Nirvana Air Massage with Far Infrared Heat on select models.”
Expanded retail presence
Michael Milone, vice president of sales for Infinity Massage Chairs, said that he believes all furniture stores will have massage chairs on their floors in five to 10 years.
“Looking at import records, the category in the U.S. seems to be increasing about 20% every year,” said Milone. “More and more people are starting to understand the benefits of daily massage in the privacy of their own home. Since Infinity entered the retail channel, it seems more and more furniture retailers are also understanding this and adding in to their floor.”
The Infinity Luminary Syner-D, one of the company’s bestsellers, offers tandem back mechanisms that “mimic the hands of two professional massage therapists, in choreographed rhythm, from your neck to your glutes,” Milone said.
He also noted that Infinity is implementing a new marketing plan that will make “significant changes to the way our customers find retailers near them to go in and try the product that works best for them.”
“Our independent reps in the field have been and will continue to do a great job managing existing accounts and adding on new accounts so there are more places for customer to go and experience what Infinity has to offer,” he said.
Category in growth mode
Lifestyle Enterprise is highlighting the company’s Deluxe Multifunction Massage Chair at the spring High Point Market, officials said.
The SL Track design incorporated into the chair is based on data about human body curves and supports users of different body heights and types. Airbags provide whole-body massage from the shoulder to the seat and legs, while three-row foot rollers simulate shiatsu massage.
“With an aging population and health-conscious consumers, the health-and-wellness massage chair category continues to have acceptance at retail,” said Michael Hsieh, CEO of Lifestyle Enterprise. “This April market, we will be expanding our assortment with different functions, features and styles. We will be allowing retailers to create a merchandising program while filling in price points from $400 to $2,000 wholesale.
“As the health-and-wellness category continues to grow, Lifestyle will maintain our leadership position with innovation and support.”
‘Instant satisfaction’
Over the course of the past several markets, Best Home Furnishings has had a heavy focus of new product introductions related to health-and-wellness reclining categories, said company officials. That focus will extend into the upcoming April market and complement advancements in Best’s lift recliners that incorporate both the BeCozzi and BodyRest features.
“As consumers are increasing prioritizing health-and-wellness features in reclining furniture, there’s a growing demand for zero-gravity positioning, lumbar support, heat and massage functions, all of which promote enhanced relaxation, improved circulation and optimal support of key pressure points,” said Brian Lange, president. “Best is addressing this increased demand with several lines focusing on these important issues.”
Best’s BodyRest is a reclining system engineered to provide users with a number of positions like zero gravity and the Trendelenburg positions.
Officials said that the ‘true zero gravity’ position shifts a person’s body to where legs are elevated to heart level, reducing pressure on the spine and improving circulation, and it promotes relaxation by distributing weight and relieving stress on joints.
“Because of the sheer number of positions achievable with the BodyRest recliners, we’ve developed an ergonomic hand wand giving consumers simple, pre-programmed positions like TV, recline, home and zero gravity,” Lange said. “Furthermore, by utilizing the ‘modify buttons’ users can fine tune the back, seat, headrest, kickout and seat box smoothly, quietly and precisely.
“The result? An unheard-of level of healing comfort and relaxation tailored to every user’s needs.”
Best also formed a strategic partnership with Cozzia, described by Best as “the leading supplier of health-and-wellness seating technology” to introduce a line of recliners with advanced heating, air massage functions and adjustable lumbar.
The Best tagline of “Be Happi, Be Healthi, BeCozzi” was developed to convey the “health, wellness and instant satisfaction associated with these recliners,” officials said.
Features in the Best BeCozzi line include two soft tissue air massage types; heat therapy to stimulate blood flow, assist with pain reduction and facilitate deeper levels of relaxation; and an adjustable lumbar feature that provides a gentle stretching of the spine to aid in spinal cord alignment and decompression.
Consumer-based product
Best Home also has invested significant resources in the company’s lift recliners over the past five years. Although successful in the lift chair category since the 1990s, Lange noted that the Best team has identified opportunities to capture additional market share based on customer desires, needs and a growing interest in health and wellness.
“First, we market our recliners as a ‘one size does not fit all’ approach,” Lange said. “With recliners ranging in petite to medium to medium/large and then to our oversized ‘Beast’ recliners supporting up to 500 lbs. of everyday use, our lift recliners are engineered and designed with those sized individuals in mind.
“We also market our lift recliners by their functionality. Our Solo Comfort, Dual Comfort and Tri Comfort is a tribute and reference to the number of motors used to provide the lift/recline/customized position capability,” Lange added. “The more motors, the more positions one is able to achieve.
“Furthermore, we’ll be introducing BeCozzi in three lift recliner styles this market. With the aging population, an increase in joint replacement surgeries and surgeries in general, the lift recliner and the amount of health and wellness enhancements is ever-growing.”
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