Latex has been used in mattresses since the early 1930′s, and was very popular in the 50″s and 60′s, but until recently latex was not the commonly used by US mattresses manufacturers.
Recently there has been an increased demand for natural or organic sleep options. Consumers are wanting less exposure to chemicals not only in their food and clothing, but where they spend 8 hours each and every day, their mattress. The increased popularity of latex is that it can be made from an all natural source, the sap of the rubber tree. Not all latex is natural, it can be produced from a petrolium base, it can also be a blend of natural and synthetic.
Another reason for the interest in latex is that mattresses made from quality latex will maintain their integrity for 20 years or longer, there is an over 80 year history that substantiates that fact.
Not only is latex durable it is also supportive due to its natural bouncy, it provides lift not unlike an innerspring, so it makes it easy for people to move. Since it is extremely flexible, it is perfectly suited for adjustable or power beds.
Natural latex provides a healthy sleep environment for people with allergies since it is naturally anti-microbial and offers great support and durability.
Quality latex manufacturing requires stringent quality control and is expensive to produce, so it is expensive to use in mattresses, but if that mattress is going to provide 20+ years of quality sleep in a natural and healthy environment many consider it a great investment.