Memory foam is a viscous elastic compound that has a similar feel to that of traditional foam, but its temperature-sensitive properties allow your body to mould into it. So it tends to provide very even body support, and cushions the high load areas such as the shoulders and the hips. Memory foam reacts to body heat, and softens where it is in contact with your body. The memory foam density we use for our memory foam mattress toppers is of medium density. It is 'firmish' when you lie on it, but softens within 30 or so seconds when the body's warmth comes into contact with it. It is not everyone's 'cup of tea' due to the initial firmness, but one tends to quickly get used to it and you will be well aware of the even support it provides your body once you settle into it If your bedroom is not heated during the winter, then you will also be well aware of the initial firmness, but as said this will change when you lie on it.Natural latex mattress toppers are softer than memory foam, and contain wonderful cushioning properties as well as excellent ongoing product longevity. Natural latex from the rubber tree is comprised of millions of interconnected cells, and this acts to mould and distribute body pressures. Latex is expensive to collect and produce, and that is why it is priced considerably higher. Our latex comes from the rubber trees of Malaysia, Indonesia, Vietnam, and Thailand. Our Naturelle latex topper also comes in its own quality zippered cover, which is another reason why it will cost you more. To put it in context, our latex toppers have a 'luxurious' feel to them and if your mattress is too hard or too soft, this topper will help to neutralise that problem.Convoluted egg foam traditional foam mattress topper: We use a high quality traditional foam that will not collapse under the body's weight (unlike those thinner and cheap versions found in department and bedding stores that will quickly collapse under the body's load areas, leaving you without support where it's needed!). The peaks and troughs of the Body Huggar act to spread the pressure, and you will not feel these peaks once your body settles in and load areas are diffused. Body Huggar convoluted foam topper is a smart alternative to the natural latex and memory foam costs a lot less. May not have that luxurious feel of latex, or that unusual feeling of the body moulding to memory foam, but you will be pleasantly surprised at the results.