Sleep health is becoming an everyday wellness priority
Consumers continue to struggle with sleep quality, making sleep health an important wellness priority. Many find it difficult to fall asleep, stay asleep, or wake feeling refreshed. As a result, more people are looking for ways to improve their sleep and overall wellbeing.
FMCG Gurus’ research shows that 43% of global consumers get no more than six hours of sleep per night. In addition, 36% say their sleep health has worsened over the last two years. Together, these findings show growing demand for products that support better sleep. For brands, this creates opportunities to position products around improving both nightly rest and daily quality of life.
Modern lifestyles are making it harder to switch off
The demands of modern life are making it difficult for consumers to relax before bed. Longer screen time, constant digital connectivity, and busy routines can blur the boundaries between work, leisure, and rest. As a result, many consumers struggle to fully switch off at the end of the day.
Research shows that 53% of global consumers sometimes feel the world is changing too fast, while 46% of Generation Z consumers are concerned about the amount of time they spend indoors using digital devices. Brands can respond by supporting evening routines that help consumers relax, switch off, and prepare for better sleep.
Sleep quality and emotional wellbeing go hand in hand
Consumers recognize that sleep quality and emotional wellbeing are closely connected. Everyday stress and anxiety can make it more difficult to unwind, leading to poor-quality sleep that affects how people feel the following day. This creates a cycle that many consumers are looking to break.
FMCG Gurus’ research highlights this connection, with 53% of global consumers experiencing stress some or most of the time, while 48% say anxiety affects their sleeping patterns. Rather than viewing sleep as an isolated issue, consumers are looking for solutions that help them manage everyday pressures while supporting better sleep quality. This presents opportunities for brands to position products around relaxation, emotional wellbeing, and holistic wellness.
Better sleep supports daily performance
Consumers recognize that good sleep supports energy, focus, and productivity throughout the day. Instead of viewing sleep as simply a time for overnight recovery, they increasingly see it as the foundation for physical and mental performance.
FMCG Gurus’ research supports this shift. Thirty-nine percent of global consumers experience a lack of concentration at least some of the time, while 37% report a lack of mental focus. These findings create opportunities for brands to position better sleep as a way to improve daily performance. Brands should emphasize how better sleep supports sustained energy, sharper focus, and greater productivity.
Generation Z is feeling the greatest impact
Sleep challenges are having the greatest impact on younger consumers. Constant connectivity, busy lifestyles, and growing emotional pressures make it harder for Generation Z to establish healthy sleep habits and fully unwind before bed.
FMCG Gurus’ research shows that 61% of Generation Z consumers feel distracted or unable to concentrate, while 57% believe the world is changing too fast. For brands, this highlights the importance of creating solutions that fit naturally into younger consumers’ daily routines. Positioning products around relaxation, stress management, and better sleep can help brands connect with a generation looking to improve both their wellbeing and everyday performance.
The bottom line
Sleep health is no longer viewed as simply getting enough rest. Instead, consumers associate better sleep with emotional wellbeing, improved focus, and higher energy levels throughout the day. As awareness of sleep health grows, brands have an opportunity to develop solutions that fit naturally into everyday routines. The focus should be on delivering benefits consumers can feel both at night and during the day.