Pillow Guide

Not sure which pillow to choose? We look at the pros and cons of the main types of pillow to help you find the best.

If you wake up with neck pain or struggle to get yourself comfortable at night, it could be you need a need a new pillow. While comfort is subjective so there's no guarantee that a pillow that works for one person will work for another, we can reveal the best pillow brands based on the results of our latest survey.

We surveyed 2,049 Which? members about their pillows and used the findings to calculate customer scores for 13 brands, including Dunlopillo, Emma, Ikea, John Lewis and Silentnight.

John Lewis, Marks & Spencer and Dunelm pillows are the most popular with our members, together accounting for over half of everyone who bought pillows in the past five years. But do their customers rate them more or less highly than customers of other pillow brands rate theirs?

We asked survey respondents to tell us how comfortable their pillows were, how well their pillows match the manufacturer's description and whether they felt their pillows represented good value for money.

Which? members can log in now to reveal the brands in the table below. If you're not already a member, you can instant access by joining Which? today.

You'll also gain access to all our reviews, which include information on everything else you need to get a good night's sleep – including mattresses, duvets and mattress toppers.

What types of pillow are there?

There are three main types of pillow: feather and down, hollowfibre/microfibre and memory foam. Prices vary widely depending on the type of filling and how much of it there is – some pillows can cost more than £100, while others are less than £10. Price isn’t everything – what's most important is finding something that gives you support and is comfortable.

Some 84% of members we asked said the most important thing to consider when buying a pillow is that is has the right softness or firmness. Comfort is so subjective that you and your partner may find that the same pillows don’t suit both of you. Just like a mattress, it's best to try out pillows before you buy them if at all possible.

Read on to find out the pros and cons of each type of filling, as well as expert tips to help you decide which type of pillow to buy.

Feather and down pillows: pros and cons

Pros: Remain supportive and comfortable longer than synthetic fillings, can be moulded to suit your neck
Cons: Can become flattened, will need to be reshaped to retain thickness, noisier than other types, need to be cleaned professionally, can be expensive

Almost a third of our members opt for feather/down pillows, and it’s clear why. While they are a little more expensive than synthetic fibre pillows, they have a longer lifespan, meaning they will stay supportive and retain their height for longer. They are mouldable and soft – ideal for snuggling into.

The ratio of feather to down can vary greatly, although as a rule if it is sold as a ‘feather’ pillow, it must be made of at least 30% of the exterior feathers of the bird. Down pillows must be at least 70% down. If you go for a feather pillow you should find that you don’t need to turn the pillow over to the cold side as often, as they are cooler than both down and microfibre. Down retains more heat, and it doesn't have hard quills to poke through and spike into you, like feather pillows.

Downsides to this natural option include that they can become flattened quickly and will need regular fluffing to retain their shape. You might find that they have a musky smell at first too, and you could find the crunching noises of feather pillows grating. As with most natural bedding, they require professional cleaning. Some premium types of feather and down, such as Hungarian goose, can be very expensive.

Feather and down aren't always extracted in a humane way. Check with the manufacturer and retailer what their policy on ethical sourcing is before buying.

Hollowfibre/microfibre pillows: pros and cons

Pros: Cheapest option, can be washed at home, available in hypoallergenic options
Cons: Not as breathable as others, short lifespan

About one third of our members (33%) chose microfibre or hollowfibre pillows. These pillows are easy to take care of, and can be washed at home (on a 30°C wash). They come in a variety of shapes and heights, so you can choose the best for your sleeping position.

However, they’re not as malleable or breathable as other options, and have the shortest lifespan of all pillows – it's recommended that you replace them every few years. That said, they are a great basic option if you’re shopping on a budget and want to be able to clean your pillows at home.

Memory foam pillows: pros and cons

Pros: Offer even support, easy to take care of, durable and long-lasting
Cons: Can be too hot in summer, some people simply don’t like the feel

This modern addition to the pillow market is good for those looking for strong support. Roughly 13% of our members choose to use a memory foam pillow. They are easy to take care of, like microfibre, but many find them to be too dense and firm, and too hot to sleep on in summer.

They are a great option for those looking for neck pain relief, as the memory foam contours to your body and can offer even support.

Other fillings to consider

Latex pillows

Pros: Offer even support, breathable and won’t cause overheating, naturally hypoallergenic, durable and long-lasting
Cons: Most expensive option

Like their mattress counterparts, latex pillows are a less common choice, just 4% of members own this type. This is likely to be because they are often so expensive and can cost in excess of £100. However, there are still plenty of reasons to consider them.

With a similar feel to memory foam pillows, latex will contour and spring back to support your neck. Unlike memory foam pillows, they don’t suffer from overheating – in fact, they’ll help you maintain a neutral temperature all night so you won't need to flip the pillow over to the cool side.

They’re durable and hold their shape well, longer than any other type of filling, and are naturally resistant to mould and dust mites, too.

Wool and cotton pillows

Pros: Naturally hypoallergenic, resistant to mites and mould, breathable and cool, firmness is ideal for side-sleepers
Cons: Flatten quickly, need regularly re-shaping, heavy

These are a more traditional equivalent to synthetic fibre fillings. Their natural resistance to dust mites and mould mean they can be a good choice for allergy sufferers. Their firmness can be good for side sleepers, who need greater support than people who sleep on their backs. Like latex, they can help you stay cool during the night as well.

They flatten quickly, so you’ll need to regularly fluff them back up for them to retain their shape. They also tend to be heavier and more expensive than synthetic fibres.

Looking to upgrade your mattress as well as your pillows? See our guide on the best mattresses to make sure you're buying the right one for you

Hypoallergenic and anti-allergy pillows: what's the difference?

Hypoallergenic doesn't equal anti-allergy, so it's important to know the difference before buying.

Hypoallergenic means that the actual material and filling of the pillow isn't made of a known potential allergen, like feathers, wool or latex. But other allergens like dust mites can still develop on these types of pillow.

Anti-allergy means the filling and casing will have been treated to resist and combat the development of dustmites. You might find that this type of pillow is good for you if you have asthma, eczema or rhinitis, all of which could be exacerbated by allergens.

But whichever bedding you buy, dustmites can be killed, and their allergens removed, by washing at temperatures of 60°C and above. If you're looking for bedding to help with allergies, it's therefore important to check that it can endure repeated washing at this temperature or higher – roughly once every one to two months.

It could be worth buying an anti-allergy pillow if you have the symptoms of a dust mite allergy, such as:

watery, red eyes when you wake up
runny or itchy nose and sneezing in bed
sore throat or hoarse voice in the morning
coughing and other breathing problems
skin rash and itching
worsening of any existing asthma.

You should get these symptoms properly investigated if you're not sure dustmites are the cause, though.

What's the best thickness for a pillow?

Make sure you buy the right pillow for your preferred sleep style:

Back sleeper: Choose a thin pillow, as it won’t throw your head too far forward, putting stress on your neck. Memory foam can also be a good choice, as it will mould to your neck's curve, giving consistent support.

Side sleeper: A firm, high pillow is best, as this will help keep your spine and neck aligned. You may also benefit from sleeping with a pillow between your knees, as this can help to prevent pain in the lower back.

Front sleeper: While sleeping on your front isn’t recommended, some simply prefer it. For front sleepers, a thin, almost flat pillow is best. Consider tucking one under your stomach, too, to avoid lower back pain.

Mixed or combination sleeper: Unfortunately, if you toss and turn between positions in the night, no pillow will completely meet your needs. A medium-height pillow is the safest bet, offering support for side sleeping but also the shallowness needed for back sleeping.

Other pillow sizes, styles and shapes to consider

Other sizes:

If you have a king-size bed, king-size pillows and pillow cases are available to really fill the space and keep your bed looking in proportion.

Pillowcase styles:

A standard 50cm x 75cm pillowcase is sometimes called a housewife pillowcase. The name is an artefact from the late 19th century, when the Housewives’ Co-Operative adapted pillowcases to include a lip which you could fold over the pillow inside, keeping it secure inside. This is taken as standard now, so standard and housewife pillowcases are the same.

Oxford pillowcases fit standard housewife pillows, but have a trim or border around the edges.

Other shapes:

V-shaped pillows are intended to support those who suffer from shoulder and back pain, but can also help those who snore, front-sleepers, or those who need a bit more elevation while sleeping. U-shaped pillows, or pregnancy pillows, help support your body in a variety of different positions.

Contour pillows have a raised and rounded long edge which fits snugly to your neck with your head in the dell – this is great for those looking for extra neck support.

Speciality option pillows

Depending on your needs, you might want to consider various speciality pillows. These are designed to alleviate particular pains or annoyances that affect your sleep.

Water pillows: Favoured by some physical therapists and chiropractors, these pillows use water to create your own customized level of density and support.
Cool pillows: Touted as an antidote to hot flushes and night sweats, these include a filling of tiny beads that absorb and whisk away heat, leaving the part of the pillow that touches your face cool.
Anti-snore pillows: These pillows can come in a variety of designs. Some have a firm core, to retain height, and a soft outer area to better support your head. They are claimed to let you breathe better and therefore help prevent snoring, although there is very limited research showing that any particular pillow design affects snoring.

Where to buy a pillow

When buying a pillow, make sure you're handing your money over to a reputable seller. Check the retailer's returns policy and pay attention to customer feedback and reviews. For more details on shopping online safely and arranging refunds for faulty products, see our advice on shopping online.

Tempur, Argos, Dunelm and John Lewis are some of the most searched-for pillow retailers at the time of writing. We’ve included links to these retailers handpicked because of their stock availability, best value price or warranty options.

Tempur – bedding specialist that sells a small range of memory foam pillows, starting from £100. They offer free UK delivery, a three-year warranty and if you place your order directly with Tempur you'll also get a 30-night free trial.
Argos – offers a wide range of pillows. Prices start from just £7 and rise to around £100. Brands include Simba, Silentnight, Dormeo and Argos's own brand, Argos Home. You can also collect two Nectar points for every £1 spent.
Simba - bed-in-a-box brand Simba offers one pillow - the hybrid pillow. Made from breathable fibres and 'nanocubes', Simba says this pillow is soft, durable and hypoallergenic, and could be a good addition if you're buying a Simba mattress. At £99, it's not cheap though. Standard delivery (2-5 days) is free.
Dunelm – it sells natural, synthetic, memory foam and polyester pillows starting from as little as £6. Brands include Dorma and Fogerty, both of which are exclusive to Dunelm. Standard delivery is £3.95 and free for orders over £49 – all returns are free.
John Lewis – sells a range of pillows, with the majority from its own brand John Lewis & Partners. Prices start at around £10 and go as high as around £200. Most of the pillows in its range also come with a minimum two-year warranty at no extra cost.