Sleep Challenges Offer Lessons for Consumer Brands

The average person spends about 26 years of his or her life sleeping, a timespan which equates to 9,490 days or 227,760 hours. It is also estimated the average person spends about seven years trying to fall asleep.
 
The impact of COVID-19 intensified sleep challenges for consumers globally, with many claiming sleepless nights due to the impact of stress around health, wellness, and financial concerns. And importantly, coming out of COVID, the rise of mental stresses and illness is increasing; more than 80% of consumers say they are concerned about mental wellness, and sleep (or lack of) is closely linked to it.
 
Although the wellness and self-care movements place significant importance on being well rested, promoting everything from meditation apps and lavender pillow sprays, to finding the perfect mattress and pillow, so many of us still struggle to get enough quality shut-eye. While the negative consequences of sleeping badly might be obvious (tiredness, lack of focus, irritability), the benefits of good sleep are lesser known. Sleeping well is proven to boost immunity, mental well-being and fertility, reduce weight gain, and prevent conditions such as diabetes and heart disease.
 
At innovation insights agency buzzback, we’ve interviewed 25,000 consumers in the U.S. and the U.K. regarding their sleeping habits, to find out about their experiences of sleep disturbances and explore how brands can meet their needs to help them achieve better rest. We found 4 in 10 respondents have suffered from sleeping disorders during the past 5 years or more, yet only half have spoken to a doctor about problems they’ve experienced. What’s more, approximately 50% in the U.S. are diagnosed with a primary sleep disorder, and the most common diagnoses are sleep apnea and insomnia.
 
So, how can wellness and self-care brands support consumers in their struggle to achieve good sleep?

 
Sleep Aid Usage

Looking at the sleep aid products already in use, our data show three quarters of poor sleepers in the U.S. use over-the-counter (OTC) or prescribed medications or supplements to help improve their sleep quality. Regarding usage levels, 8 in 10 use medications or supplements at least once a week, but a significant number are using these products more frequently. Daily usage is not uncommon, with 45% using prescribed medication, a quarter using OTC products, and more than 15% using supplements at this regularity. U.S. consumers are also commonly using supplements such as melatonin (often referred to as the sleep hormone), chamomile (commonly regarded as a mild tranquilizer or sleep inducer), and magnesium (relaxation aid).
 
Our recent study into trendy ingredients for healthcare also showed consumers are looking for products with ingredients to help them achieve better sleep and fight insomnia. We found that 40% are seeking sleep improvement from cannabidiol (CBD), while over 30% are seeking this benefit from essential oils, and 10% from collagen.

 
Things Could Be Better

However, despite the high uptake of sleep aids, consumers feel dissatisfied by the results of products, whether prescribed, OTC, or natural supplements. Consumers report that the products are not effective, do not work all the time, or that their effects do not last throughout the whole night. Interestingly, however, U.S. consumers experience the least dissatisfaction with natural supplements—only 18% say they are disappointed with their impact, compared to 29% for OTC, and 38% for prescribed medications. When looking for OTC products, around 40% say they’re looking for products that don’t have side effects. This provides a significant opportunity for new natural supplements which are less likely to cause issues. What’s more, our study into natural products found that 39% of Americans believe using natural products is very or extremely important, and 52% say natural vitamins/supplements are more important since the pandemic.
 
However, sleep aids are just one way to treat disturbed sleep, and our data shows that consumers are looking for benefits elsewhere. In fact, when exploring consumers’ evening routines further, we found 95% have their own “sleep toolkit.” They rely on other home remedies and tricks to help them gain better quality rest; for example, a cool air fan. In fact, we discovered that OTC products are rarely used on their own to treat sleeplessness, and more often used as a single element of a broader routine.

 
Other Methods

There are a range of products and behavioral changes consumers are trying—a quarter of people treating sleep disturbance have tried drinking tea to aid relaxation, while around 20% have tried using a sound machine, or essential oils such as lavender, lemon balm, or passionflower. Ten percent report to have tried exercising before sleep, face masks, drinking warm milk, or using recreational drugs such as marijuana.
 
With technology playing an increasingly important role in our lives over recent years, it’s not surprising that consumers are turning to their phones and tablets to help them sleep better. Sleep and meditation apps were particularly prevalent during the pandemic, with 25% reporting that they were using sleep apps such as Calm, Headspace, Relax Melodies and Pillow; in combination with mental wellness needs, this category is poised to grow further. Nevertheless, non-technological behavioral changes were also inspired by COVID, with 20% reporting to have tried traditional meditation, yoga, or wearing an eye mask.
 
Unfortunately, there’s no magic formula to achieving a good night’s sleep, but consumers are always on the lookout for new methods and techniques that will help them achieve better quality, less disturbed rest. Although consumers are open to prescribed and OTC medications, they are increasingly impressed by the impact of natural supplements and are exploring behavioral changes and wellness techniques to use alongside traditional medications.
 
When it comes to opportunities for brands in this space, the data shows there is plenty of room for innovation. One example is brand collaboration or partnerships to address sleep and mental wellness challenges. Casper, for example, partnered with a CBD supplement company and offered lavender products with its mattresses to foster better sleep. These kinds of brand partnerships will likely increase and foster new ideas for innovation and potentially introduce new ways to build consumer trust.
 
But it’s important to remember that thinking outside of the box can only get you so far. Brands looking to create successful products need to listen to consumers and understand their experiences to locate the best ways to meet their needs.