To many consumers, getting enough sleep each night is the cornerstone of health and happiness. According to Euromonitor’s Voice of the Consumer: Health and Nutrition Survey, fielded February 2024, 58% of global respondents define health as “getting enough sleep”, as it directly correlates with other aspects such as mental health, skin health, hydration, and ageing progression.
Despite recognising the importance of sleep quality, the average consumer gets one less hour of sleep per night than their desired ideal (an actual 6.4 hours of sleep, compared with a desired 7.4 hours). This “sleep gap” is even greater among consumers with high levels of daily stress, as well as among lower-income consumers and those in younger age groups. For those aiming to improve sleep health, there is a growing range of products as well as innovation, from nutritional supplements and smart wearables to functional beverages and sleep-supporting beauty solutions. In this space, understanding consumer habits and preferences is key for businesses to target new audiences and shape new growth opportunities.
Read our article, Top Three Consumer Health Innovation Trends in 2025, for more analysis on emerging consumer health trends.
Download our new white paper, Competitor Strategies in Beauty and Personal Care, for in-depth trend descriptions, case studies and strategic recommendations.