There is one corner of wellness that is on everyone's minds: sleep. It doesn't matter who you are, better sleep is always a priority, and we are seeing that widely proven with the significant growth that the global sleep industry has experienced in recent years.
Many are becoming more aware of the vital role that sleep plays in their overall health and well-being. Despite this rise in awareness, millions still are not satisfied with their sleep quality, and are interested in investing in their sleep health. Brands can fulfill this need by promoting the benefits of quality sleep and sharing products that can help those struggling accomplish this. Here are the global consumer sleep trends Mintel is reporting will take the center stage in this sector.
Global Sleep Satisfaction
Only half of consumers across regions are satisfied with their sleep. With low sleep satisfaction levels, consumers are more likely to welcome innovations that aim to enhance sleep quality. Awareness of the domino effect of other lifestyle behaviors on sleep means that consumers seek personalized approaches tailored to their experience and expectations.
According to Mintel’s Japan Sleep Management Trends Report, the focus in Japan is more on integrating sleep improvement with broader health and wellness goals rather than sleep-specific changes.
Motivators to Improve Sleep
Traditionally, the recommended hours of sleep remained around seven to nine hours, suggesting that if consumers hit that mark, they are sleeping well. However, recent research revealed that the quality of sleep, meaning the ability to fall asleep quickly and stay asleep, has a larger influence on overall health and wellness than sleep duration.
Fortunately, this supports where consumers are up to with sleep perceptions. Globally, consumers were found to value quality over quantity when it comes to sleep. In the U.S., 88% of consumers agree that quality of sleep matters more than duration, and 64% of German consumers share this view. Similarly, while UK consumers agree that getting enough sleep is the most important health area of focus, fewer than a third say they have improved their sleep to manage their health.
The strong desire for quality rest is a major motivator for consumers. Both UK and Chinese consumers want to reduce screen time before bed, revealing a potential global trend towards better sleep hygiene. This reflects the wider trend towards holistic health management, where consumers are making small lifestyle changes to improve sleep.
Beyond these conscious lifestyle updates, consumers are also motivated to improve sleep for immediate health benefits. Increased energy, improved physical and mental health, and better mood are the strongest motivators for U.S. consumers to try to improve their sleep.
As a result, Mintel witnessed the growth of a “sleep health market," rather than just a sleep aid market. Consumers are looking to improve their entire life, not just their sleep. Brands can respond by focusing on enhancing sleep quality while considering wider lifestyle factors and choices. Functional food and drink, relaxation apps, and personalized insights from sleep tracking are areas that continue to grow in global interest.
Related: 4 Simple Sleep Hygiene Practices that Really Work
The Switch From Sleep Aids to Sleep Health
The sleep industry trends Mintel outlined indicate that consumers are leaning towards overall sleep health. However, this shift doesn’t mean that the over-the-counter (OTC) sleep aid market is slowing down. Half of U.S. consumers report using them, opting for multifunctional pain relief and flu medications that include sleep support.
The German market has also shown consistent growth in recent years, with forecasts indicating growth of sedatives, sleep aids and mood-enhancing OTC medication through to 2027. Despite sleep aid market growth, there is still some skepticism about the effectiveness of sleep aids. With consumers moving towards improving overall sleep health, sleep aid brands will want to adapt to a more holistic approach to sleep wellness.
The Growing Interest of Sleep Tech
The interest in sleep tech has also continued to rise, with over a third of consumers in the U.S. expressing an interest in using a wearable device that monitors sleep quality, and a quarter of German consumers willing to try it as well. This increasing interest has driven new tech like AI sleep monitors that aim to enhance the overall sleep experience.
What's Next for the Global Sleep Industry?
Ultimately, routine changes and a rising interest in enhancing personal sleep quality mean that consumers want brands to create products that are the solution to their sleep concerns. Many are already answering this demand with function food and drink, bedding technology and innovations on traditional OTC sleep aids.
But there’s still room to expand on this consumer interest. Consumers and brands are shifting towards the trend of overall sleep health, and wellness professionals should move in the same direction to remain relevant and meet this demand.