BROOKLYN, N.Y. — The vast majority of consumers embrace the Danish idea of “hygge,” which is practice of getting cozy, and furniture helps foster that snuggly feeling, according to a new Talker Research survey.
In a poll commissioned by Naturepedic, 86% said they love the idea of being cozy in the winter months, although 71% would like their home to be comfier than it is now, rating the current homey factor 6.5 on a 10-point scale. Respondents said they spend about half the winter — 56 out of 90 days — getting cozy.
Asked what makes them feel cozy, the No. 1 answer cited by 48% was curling up on the sofa, followed by layers of blankets (46%), enjoying the quiet (42%) and sleeping in (41%). Not leaving the house was equated with coziness by 37%, while 31% enjoyed soft lighting and 21% went to bed early. Other comfy factors were related to hot drinks, wintry weather, time with pets, relaxing music, reading a book or enjoying a fire — real or virtual.
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Many respondents (76%) equated being comfy with getting better sleep, with about the same percentage saying they tend to stay asleep longer (75%) and wake up more refreshed (72%) if they go to bed feeling cozy.
“Winter is when families crave warmth and connection most,” said Arin Schultz, chief growth officer at Naturepedic. The small rituals surrounding coziness “can help us feel better and sleep better when colder weather and shorter days leave us feeling fatigued.”
Nearly three-fourths of survey takers would cancel social plans if they were feeling too comfortable at home. Additionally, 63% designated weekends as the best days to get cozy, with peak coziness achieved at 3 p.m.
The survey was conducted by Talker Research between Oct. 31 and Nov. 6 among 2,000 U.S. adults who have Internet access.
