Is the Perfect Sleep a Dream? – Trends in Calming and Sleeping Products

Living longer does not mean sleeping more

Research findings reveal that while life expectancy is rising across the world, the average number of sleep hours by individuals is actually decreasing.

New lifestyles are blamed for lack of sleep

Newer demands on work, home and social responsibilities along with addictive digital communication and games are contributing to fewer hours of sleep that may affect productivity and health.

Energy products may contribute to worst outcomes related to sleep

As consumers lose or give up precious sleep, they are resorting to convenient coffee, energy drinks and stimulant supplements to keep them awake. Consequently, this situation potentially creates a vicious circle of energy promotion during the day and sleep aids at night that may have an unfortunate toll on health in the form of non-communicable chronic diseases.

Calming and sleeping still a niche category but with strong growth potential

Products claiming to help people fall sleep still represent a small portion of retail value within the consumer health space. However, the category shows steady growth and good prospects for increasing demand.

Natural options gain acceptance based on wellness trends

Consumers are seeking “natural” or alternative products made with botanicals or based on traditional use. Companies around the world are introducing more options that meet this particular demand.

Sleep aids still face challenges

The majority of calming and sleeping sales are concentrated in a handful of countries where the promotion of self-care is liberal. In some other countries, insomnia and other sleep disorders are perceived as mental problems and people do not openly talk about them. However, the medical community and public health leaders agree that something needs to be done about the promotion of improved sleep patterns. This is a good time for the industry to develop and drive the category to the next level with safe and efficacious options.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment