Sleep is the New Sex: Americans Need for ZZZ’s

Gone are the days when sleep was a luxury; it is now widely recognized as a necessity. Scientific evidence continues to underscore the critical role of sufficient sleep in improving well-being, ensuring physical and mental health, and outshining even diet and exercise in importance. According to Brightfield Wellness Consumer Insights data, sleep has become an increasingly prioritized aspect of life for nearly three out of four Americans!


Apparently, sleep is the new sex—everyone’s talking about who’s getting it, who’s not, how you get more, and how you make it better. By tapping into sleep trends, brands can create innovative products that better address the needs of today's sleep-conscious consumers.


Lack of Sleep Is Causing Stress

Lack of sleep is becoming a more common problem, with stress caused by lack of sleep affecting about 20 percent—or one in five adults—in the United States.


Sleep has emerged as the second most common cause of stress, surpassing traditional stressors like financial worries, work pressures, and concerns about the news. National Institute of Health reports that 50-70 million US adults suffer from sleep disorders, indicating a growing awareness of the importance of sleep. Notably, lower- and middle-income individuals are more likely to experience sleep-related stress. 


As a result, seeking adequate sleep has become a crucial tactic for stress management and overall well-being. Consumers who view sleep as a priority are also more likely to say they focus on whole-body wellness. Accordingly, there is an opportunity for wellness-focused companies to position their products as sleep-friendly. Through consumer education and awareness campaigns, companies can drive home the importance of sleep and how it impacts overall health.


Products Consumers Seek for Sleep

Consumers are seeking products that help them improve sleep quality. Brightfield Group's consumer insights data show an increase in Americans seeking out products that are labeled as “helps with sleep.” Nearly a third of Americans are searching for sleep products in Q1 2023, up 2% from just a year before.


The use of basic sleep supplements—such as magnesium and melatonin—is on the rise too, with these products being frequently mentioned online. One in 10 consumers made a purchase of melatonin or magnesium in the past three months, and conversations about both on social media continue to grow. Magnesium glycinate has also become increasingly popular in recent years on sites such as TikTok and Pinterest.


Brands should leverage the growing interest in these supplements to develop targeted offerings that cater to consumers' sleep needs.


Sleep Trend Examples

To tap into the burgeoning market of sleep-focused products, it's crucial to stay informed about the latest trends. Here are some notable examples:

  1. CBN Products: Cannabinol (CBN), a non-psychoactive compound derived from hemp, is known for its potential to promote relaxation and support better sleep. In the cannabinoid world, we see CBN in sleep-focused CBD products, like Bluebird Botanicals' Downshift tincture, and cannabis products featuring it prominently, like Good News' "Counting Sheep" CBN + Indica Gummies. 


  1. Brown Noise: White noise machines and apps have been around for years, now, users are experimenting with different types of sounds. As consumers seek effective ways to drown out disruptive sounds and create a soothing sleep environment, brown noise has emerged as a popular choice on TikTok. This low-frequency sound, similar to the sound of a gentle waterfall or rustling leaves, has shown promising results in promoting deep sleep and relaxation.


  1. Sleep/Circadian Syncing: To address the problem of sleep and circadian rhythms not aligning well, people are turning to biology—using low or no-tech methods—in order to sync their internal clocks. Many people have found that sun gazing in the morning and spending time away from light at night can help them fall asleep quickly and stay asleep. A new type of alarm clock, like Hatch, that uses soft light to imitate the rising sun is gaining in popularity.


  1. Smart Pillows and Beds: Technology is revolutionizing the way we sleep. Smart pillows and beds equipped with sensors and intelligent algorithms can monitor sleep patterns, adjust firmness and temperature, and even provide personalized recommendations for better sleep hygiene. Many technology brands, such as Tesla and Sleep Number, have developed smart sleep technology that tracks sleeping patterns to ensure better shut-eye based on individual needs.

As the pursuit of holistic well-being takes center stage, the importance of quality sleep cannot be overstated. Americans are recognizing the impact of sleep on their physical and mental health, leading to a heightened focus on sleep-related products and solutions. By understanding the trends and preferences of sleep-conscious consumers, brands can unlock the vast potential within the emerging sleep wellness category and contribute to a healthier, more rested society.


Published: 8/16/2023