The Status of Sleep: Consumers & the Quest for Rest
By 2032, the global sleep market (encompassing wearables, bedding and supplements) is expected to reach $108.21bn, up from $63.98bn in 2023 (Straits Research, 2024). Consumers’ enduring interest in rest as a tool for supercharging productivity and self-care is driving new habits and products, from early-evening social events to tech-infused mattresses.
Wellness Culture Centres Sleep
Dozing Off, Streamlined
Troubleshooting Sleep
Rising Refreshed
There’s been a cultural shift in how consumers view rest, with 54% of British Gen Zers defining sleep as self-care (Pion, 2024). However, people are getting less sleep due to stressful lifestyles, and many crave more shut-eye. Smart brands are responding to this issue with products and events that support consumers’ evolved sleep priorities.
There’s been a cultural shift in how consumers view rest, with 54% of British Gen Zers defining sleep as self-care (Pion, 2024). However, people are getting less sleep due to stressful lifestyles, and many crave more shut-eye. Smart brands are responding to this issue with products and events that support consumers’ evolved sleep priorities.
Summary
Wellness Culture Centres Sleep | There’s been a cultural shift in how consumers view rest, with 54% of British Gen Zers defining sleep as self-care (Pion, 2024). However, people are getting less sleep due to stressful lifestyles, and many crave more shut-eye. Smart brands are responding to this issue with products and events that support consumers’ evolved sleep priorities. |
Dozing Off, Streamlined | As consumers try to sleep more and better, some are reaching for accessible remedies, like soporific supplements or drink mixes, calming bedtime rituals and high-tech sleep tools. Some are even stacking multiple nighttime strategies to hyper-optimise rest – a process described as “sleepmaxxing”. |
Troubleshooting Sleep | For many consumers, getting a good night’s rest can be challenging. Globally, four in five people experience sleep disruptions (ResMed, 2023). Smart brands are developing products to help specific groups, including those experiencing menopause, rest-avoidant children and people with sleep disorders. |
Rising Refreshed | Waking up early, evaluating sleep data and optimising morning routines (including workouts, meditation and focused work) are becoming an integral part of consumers’ quest to sleep better at night. As doctors underscore the benefits of structured morning routines, health trackers use artificial intelligence (AI) to offer tailored advice on how to wake up rested. |
The Status of Sleep: Consumers & the Quest for Rest
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
We’d love to do the same for you.
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