Compare pillow brands Pillow Talk, Dunlopillo, ALDI, Sheridan, David Jones, IKEA, Target, Tontine, Big W, Kmart Anko and Adairs, on their comfort, durability, ease of clean, value for money and overall satisfaction.
See our Ratings Methodology.
There are plenty of factors that can impact the quality of your sleep – your mattress, sleeping style and sleeping position to name just a few – but keep in mind that your pillow can also play a big role. A well-designed pillow provides the right foundation for a good night’s sleep, helping to relieve any unsettled neck and shoulder tension. Taking the time to choose a good pillow for your sleeping habits and needs is essential.
That’s why we’ve surveyed more than 1,200 adults across Australia, asking for their opinions on the pillow(s) they’ve most recently bought and used. We asked respondents to rate their pillow based on a number of factors, including comfort, durability, how easy it is to clean, whether it represents good value, as well as their overall satisfaction with the pillow. In total, 11 major brands received the minimum required survey sample size of 30 responses to be included in our results.
This year, consumers rated two brands in the top spot − Pillow Talk and Dunlopillo! Both scored five-star reviews for comfort, overall satisfaction and more.
So, which are the best pillow brands in Australia. Here’s what we found, as rated by consumers in Canstar Blue’s 2020 review:
Pillow Talk and Dunlopillo were jointly crowned the best pillow brands in our 2020 pillows review each achieving five stars for comfort and overall customer satisfaction. Pillow Talk additionally got top marks for ease of clean and Dunlopillo for durability, although both landed on four stars for value for money.
Notably, ALDI was the only brand to receive a five-star rating in the bang for your buck category. Last year’s winner, Sheridan, dropped to fourth place in our latest research after scoring only one five-star accolade for comfort, while David Jones also got top marks for comfort and ease of clean.
All in all, ALDI, Sheridan, David Jones and IKEA finished on four stars overall, while Target, Tontine, Big W, Kmart Anko and Adairs scored three stars overall.
To help you decide which pillow to buy, read on for details about the 11 brands in this year’s pillows review.
Pillow Talk is an Australian-owned and operated company which sells a huge range of pillows including both its own lines and other leading brands. Some of its private labels include Essentials, Pillow Talk Naturals and Gentle Dreams. You can buy these online or in person at any of its 62 stores across the country.
The Pillow Talk range covers various sizes – standard, junior, king, queen, V-shaped, European and body pillows. Pillows in the ‘Naturals’ range have a 30% down, 70% feather filling inside a cotton cover, while the cheapest basic types are mostly polyester fill inside a soft polyester cover. There are also pure duck feather fill pillows and velour pillows.
Prices start from $17.95 for a Sleep Serene firm pillow and go up to around $300 for Pillow Talk’s ‘Superior 90/10 Goose Down Pillow’.
Dunlopillo is one of world’s most well-known pillow brands, producing a range of premium high-end latex and memory foam pillows. Its latex products usually cost between $140 and $180, while the memory foam pillows start from $85 and max out at $200. The open-cell structure of its latex pillows is boasted for superior ventilation, and for those who find memory foam a bit too warm, its range uses a Therapillo Cooling Gel for its cooling properties.
Dunlopillo latex products are guaranteed for 10 years and are made with Talalay latex, which breathes well and is said to naturally resist bacteria, mould and dust mites. The Dunlopillo memory foam pillow line, called Therapillo, has been endorsed by the Australian Physiotherapy Association of Australia. They are also guaranteed for 10 years against faulty workmanship and materials. The memory foam moulds to the shape of your head and neck for correct spinal alignment and relieved joint pressure.
ALDI is a well-known brand for its weekly ‘Special Buys’. One of its exclusive offers includes a range of pillows that tends to come out just once a year. ALDI pillows are claimed to be designed for maximum support and comfort. The range usually includes memory foam pillows, down like and latex pillows. These are available in three support levels – soft, medium or firm.
ALDI also featured a V-shape, memory foam pillow, coming in with four different colour variations. It’s stated to respond to movement and continuously reset for ultimate relaxation. The memory foam range tends to cost around $30, while its latex pillows will likely set you back about $35. Its Ultra-fresh health pillow was priced as low as $9.99, being designed with a cotton japara cover, piped edges and a gusset for neck support. It’s also said to use an ‘antibacterial fibre’, aimed to reduce the growth of bacteria.
Probably one of Australia’s most recognisable luxury linen brands, Sheridan has been producing pillows since back in 1967. Sheridan’s pillows include polyester, goose feather, memory foam and combination latex/feather and down fills. The range also features a kids pillow, which is hypoallergenic and has a low, soft profile that’s claimed to better suit the smaller frames of younger people. Another unique pillow in the Sheridan line is the Deluxe Feather & Down latex pillow, which has a Talalay latex core for support with a goose down layer of 85% down and 15% feather.
Some pillows come in multiple sizes, including European and king sizes, and a choice of medium or firm fill. Sheridan’s kids pillow costs around $45, while the standard sized range starts from closer to $70 for the Ultralux Pillow. Sheridan’s pillows are at the high-end price range, including its Deluxe Feather & Down Pillow, cost between $280 and $320 depending on size.
Australia’s upmarket department store, David Jones offers a variety of brands in the pillow space from Sheridan to Dunlopillo, as well as its own line. Starting from $60, and maxing out at $280, expect latex, memory foam, goose feather and down pillows, plus both firm and soft varieties to suit the type you prefer.
David Jones’ pillows with synthetic fibres are stated to be an option for those who suffer with asthma or allergies as these are claimed to be more breathable, with a soft cotton cover and an ultra-fibre fill. The David Jones Dual Layer Latex Pillow is boasted to be anti-microbial, hypoallergenic and even dust mite resistant, made with air-infused foam rubber for durability.
Its most expensive pillow in the line-up contains a blend of 85% goose down and 15% goose feathers, claimed to offer a luxurious soft feel. It comes in a standard size of 45 x 70cm.
IKEA’s pillow range covers the budget end of the spectrum, right through to high-quality and higher price tags. Most come in a choice of soft or firmer fill. Fills available include polyester, duck down and feather (from ratios of 10/90 to 60/40) and memory foam. Fabrics used in the pillow casing vary from polypropylene, cotton and polyester/cotton blend to the wadded quilting and ‘sateen-woven’ cotton varieties. Some pillows use moisture-wicking lyocell in the casing, a renewable material made out of wood.
IKEA’s ‘Sköldblad’ pillow costs as little as $2.49, and while it might be a fairly simple polyester pillow, it’s stated to be ideal for those who like to sleep on softer pillows. There are a few other options that are all priced under $10, so for a budget-friendly option, IKEA may have you covered. Its most expensive pillow is the ‘Hirsstarr’ at $89, which uses 85% natural and 15% synthetic latex for the outer filling, along with 64% polyester and 36% cotton for the ticking.
Target produces a range of cheap pillows for different sleeping needs, including tummy sleepers, back sleepers, side and back sleepers, and allergy sufferers. Filling types available are polyester, polyester treated to feel like down, memory foam, duck feather core surrounded with a layer of down, as well as Pincore Talalay latex. The range includes a body pillow and two shapes of latex pillows – a contour shape for back sleepers and a regular shaped pillow for side sleepers. Additionally, Target offers two types of pregnancy sleeping pillows for support.
You can score one of Target’s pillows from $6 in a pack of two, with prices maxing out at $59. Target’s ‘high-end’ pillows use Talalay latex for extra support, stated to allow for greater ventilation. These also feature ‘Healthguard’ protection, that’s claimed to have antimicrobial, anti-bacterial and anti-dust mite properties. For a luxurious feel, the Target Down Surround Pillow is also offered at the same price of $59 and is boasted to suit all sleepers with its medium support and high loft.
Have you ever wondered why Australians refer to duvets as ‘doonas’? Well, it’s a trademark of Tontine, an Australian bedding company. Tontine claims that over 80% of its products are Australian made, with a product range that covers the full spectrum, from value up through to luxury bedding. Tontine pillows come in a range of combinations of low to high profiles and soft to firm feels in antibacterial polyester or microfiber fills, plus several types of memory foam, latex and down-like pillows. The full Tontine line is priced under $100.
There are a number of Tontine pillows designed specifically for kids, such as first pillows for children moving from their cot to bed. These sit around $15 to $20 in price. All Tontine children’s pillows are antimicrobial treated and endorsed by the National Asthma Council.
For a unique sleeping experience, Tontine also offers organic cotton pillows, claimed to use cotton which has been grown from non-genetically modified plants and without harmful chemicals.
Big W offers a cheap Smart Value and premium House & Home pillow line. Big W’s Smart Value pillow can be had for $5. It comes in a pack of two with each pillow measuring up to a standard size of 44 x 68cm. These pillows are stated to be durable, with each one featuring soft plush polyester filling, and a cover that has been finished with a convenient stain-resistant treatment. Big W’s House & Home pillows come in a range of combinations of high and firm support, as well as specially designed side sleeper pillows, body and curved pillows.
Starting from just a few dollars each, Kmart produces cheap pillows for the whole family. The range includes low profile (for tummy sleepers), medium profile (for back sleepers) and high profile (for side sleepers) pillows in standard sizes, plus anti-microbial kids pillows, European (square) pillows, U-shaped pillows and body pillows. Fills include the usual polyester, feather and down-feel microfibre.
There are a number of memory foam pillows available, including a shredded foam fill with a bamboo blend cover and a contoured foam pillow with a removable zipped pillowcase. Kmart also produces a pincore latex pillow and a cooling gel-panelled polyester pillow.
Prices range between $5 and $29, with its Kids Pillow coming in at $7. At the ‘high price’ end of Kmart Homemaker pillows you’ll find the Memory Foam Contour Pillow (medium profile) for $25 and the Latex Pillow (high profile) for $29. Both feature a removable pillowcase with a zip for apparent easy cleaning.
Adairs produces its own pillows under the Adairs Comfort and Downtime lines, as well as several pillows under South Australian brand MiniJumbuk. Adairs Comfort is an everyday pillow range, while Downtime offers premium products. MiniJumbuk offers premium wool bedding including wool pillows containing a blend of 60% Australian wool and 40% manmade fibres.
Adairs pillows tend to come at a mid-to-high price range, with more of a focus on premium products. Its line-up covers the full size and fill spectrum, with standard, king, European, U-shape, and body pillows, filled with synthetic fibre, goose feather, wool, natural latex or memory foam. The Comfort Memory Foam Pillow uses shredded Memory Foam with a removable bamboo blend cover for apparent easy washing.
While you can find Adairs pillows for around $30, most of its range sits between $50 and $100. You can find the ‘Comfort Low & Soft Standard’ pillow from just $27 and its Downtime Ultimate Siberian Goose Down pillow from $230.
Are you a side sleeper, or more of a lay-on-your-back kind of person? Perhaps you’re someone who regularly goes to bed a tight neck and prefer to sleep on something firmer for additional support? From sleeping position to pillow material and support level, there are plenty of things to consider when finding the perfect pillow. Here are some of the more common types of pillows.
Made from goose or duck fibers, Down pillows are generally considered to be one of the softest pillows you can pick up, although also tend to be some of the more expensive pillows on offer.
Traditionally filled with duck or goose feathers, feather pillows are generally ‘springier’ than other pillows, but are still softer in comparison to other pillow types.
One of the more durable materials used with pillows, latex can be shaped and used in a variety of sizes and types, making it a handy option around the house and bedroom.
Breathable and naturally hypoallergenic, wool pillows are softer than most pillows, although can be blended with other materials for those who prefer a firm pillow.
Similar to memory foam mattresses, memory foam pillows contour to your head, neck and shoulders, forming a nice mould to allow you to find the sweet spot.
Made from unexpanded polystyrene beads, microbead pillows contour to whatever shape you put it in, and generally compact under pressure. You’ll often find these in travel pillows.
Apart from finding out which pillows Aussies love sleeping on the most, our review identified the key drivers of customer satisfaction, listed in the following order of importance:
Comfort was the most important factor, with durability coming in second. Survey respondents spent an average of $37 on their new pillow, suggesting that many are keen to take a relatively cheap option. Only 14% of survey respondents said they wish they had spent more on a better pillow, while 29% said they replace their pillow at least once a year.
Interestingly though, the retailers that are generally home to the cheapest pillows around – Kmart, Big W and Target – all earned just three stars overall, suggesting that it pays to spend a little extra on a quality pillow. Our survey found that a fifth (19%) of consumers often wake up with neck or back pain, so investing in a well-designed pillow may in turn provide you with a better night’s sleep.
There’s plenty that will impact the final price tag of your pillow, although most pillows will cost you between $10 and $350. Down and feather pillows are usually more expensive, while memory foam and latex may be a better option for those looking for something more affordable. However, like with mattresses, you often get what you pay for, meaning you may not lose any sleep if you decide to fork over a bit extra.
It’s generally recommended that you should replace your pillow every one or two years, or more often if you suffer from allergies. Plus, the material your pillow is made from also makes a difference. This is because you body sheds skin, hair and body oil every night, most of which is absorbed by your pillowcase. But some of it is also absorbed by the pillow itself, which can cause it to smell and become home to dust mites.
It’s also advised that you replace your pillow once it starts losing its shape or becomes lumpy. Otherwise, it’ll stop being comfortable and supportive for your head and neck.
Washing your pillow is a good way to prolong its life and keep you from dealing with allergies, but how often should you be washing your pillow, and what is the best way to wash it? Before you simply chuck your pillow in the washing machine, check the label to make sure it’s machine-washable. Non machine-washable pillows need spot cleaning, meaning there may be a bit more effort involved to keep your pillow feeling, and staying, fresh.
Ultimately, there’s plenty to consider when it comes to where, and on what, you decide to rest your head, so it may pay off in the long run to sleep on your decision before purchasing.
This report was written by Canstar Blue’s Home & Lifestyle Content Lead, Megan Birot. She’s an expert on household appliances, health & beauty products, as well as all things grocery and shopping. When she’s not writing up our research-based ratings reports, Megan spends her time helping consumers make better purchase decisions, whether it’s at the supermarket, other retailers, or online, highlighting the best deals and flagging anything you need to be aware of.
Photo Credit: Roman Samborskyi, Shutterstock.com/Olena Yakobchuk, Shutterstock.com/ Quality Stock Arts, Shutterstock.com
Canstar Blue surveyed 3,000 Australian adults across a range of categories to measure and track customer satisfaction, via ISO 26362 accredited research panels managed by Qualtrics. The outcomes reported are the results from customers within the survey group who have purchased and used a new pillow in the last two years – in this case, 1,233 people.
Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then by mean overall satisfaction. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.
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