Renowned Japanese home retailer, Nitori, continues its success story with its famous 'sideways pillow.' Evoking intrigue amongst shoppers for their unique design and demonstrated comfort, the product has been flying off the shelves. Buyers are drawn to its supposed health benefits and the appeal of its unconventional orientation. Reports indicate the product has been selling extraordinarily well, confirming a trend in the market for innovative home and sleep solutions.

Japanese consumers highly prioritize quality sleep products, due to increasingly hectic lifestyle and work culture, and the sideways pillow seems to meet this requirement aptly. The product's success is also representative of a broader appreciation for innovative, novelty items which often trend in the Japanese market.

In the US or EU, sleep comfort is just as crucial. However, the market trend varies and leans more toward mattress technology or sleep-assisting gadgets. Comparative products would be ergonomic pillows, which are designed for comfort and health benefits.