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Cooling Properties: Pillows with cooling gel, ventilated designs, or breathable fabrics are in high demand. These features help regulate temperature, wick away heat, and promote a cooler sleep environment. Adjustable Fill: Pillows with adjustable fill allow users to customize the loft and firmness by adding or removing filling. This is ideal for those who have specific support preferences or experience changes in their needs. Personalized Support: Pillows designed for specific sleep positions (side, back, stomach) are gaining popularity. These pillows often have unique shapes or constructions to provide optimal spinal alignment and support. Hypoallergenic Materials: Pillows made with hypoallergenic materials or treated to resist allergens are a top choice for those with sensitivities. Sustainable Materials: Eco-conscious consumers are looking for pillows made with sustainable or recycled materials. Advanced Technology: Some pillows incorporate technology like sensors to track sleep data or built-in massagers for added comfort.