Sleep Health

Trouble sleeping: What’s keeping consumers up at night?

Younger generations are less satisfied with their health and well-being, but older generations acknowledge declining health

Across all age groups, consumers are grappling with concerns about their health and overall well-being. In today’s era of global uncertainty, economic instability, and personal pressures, many individuals are feeling stressed and fatigued. Among the youngest generation surveyed, Generation Z (born 1997–2012), the dissatisfaction with their health is particularly pronounced. Despite being known for their progressive values and commitment to self-expression, this group is facing emotional and physical health challenges. According to FMCG Gurus' consumer insights, factors including the pressure to succeed both personally and professionally, along with demanding lifestyles, are contributing to their feelings of stress and overwhelm. As a result, Gen Z are less confident about their current well-being. They are concerned about how their hectic lives may affect their health in the long term.

Meanwhile, Millennials (born 1981–1996) and Generation X (born 1965–1980) find themselves in transitional phases. This includes navigating milestones like becoming parents, advancing in their careers, and caring for aging relatives. While they may not be "old," they are focused on preparing for healthy aging amidst their already busy lives.

Baby Boomers (born 1955–1964) are generally more confident about their health. This is partly due to a renewed sense of optimism following the pandemic. Many Boomers now embrace a "forever young" mindset, striving to stay fit and active well into their later years. However, this positive outlook can sometimes lead to an underestimation of serious health issues. This is because some may dismiss signs of aging as just natural, potentially hindering their ability to age healthily.

Consumers are aware that sleep health impacts overall well-being

The health and wellness industry has shifted its focus from long-term physical health to more immediate concerns. This includes emotional well-being. The fear of illness and disease has decreased since the pandemic. This has resulted in consumers increasingly evaluating their health based on how they feel day-to-day and their physical appearance.

A key priority for consumers across all age groups is improving sleep health. Followed closely, consumers also want to improve their mental well-being and maintain physical fitness. There’s a growing understanding that these factors are interconnected. This is because poor sleep can contribute to fatigue and lead to feelings of stress. FMCG Gurus' market research highlights that many consumers are dissatisfied with both the quality and quantity of their sleep. Common reasons for poor sleep include late night screen time, hectic schedules, and stress or anxiety that interferes with falling asleep. As a result, consumers are increasingly seeking products, such as food, beverages, and supplements, that help manage stress, improve sleep, and support long-term energy levels.

Around half of consumers are experiencing high levels of stress

A significant number of consumers, spanning all generations, are reporting struggles with anxiety, stress, and a general inability to unwind. This emotional distress is negatively impacting their sleep patterns, leaving many feeling fatigued and low on energy throughout the day. Many consumers find themselves trapped in a cycle: stress and anxiety prevent restful sleep, leading to daytime exhaustion and further difficulty sleeping. While some of these concerns may be seen as irrational, genuine worries, such as economic instability, geopolitical tensions, and shifting political landscapes, are affecting consumers' mental well-being.

Younger individuals may be concerned about personal achievements and future prospects, while older consumers may worry about their family members and their own health as they age. Time spent scrolling through social media and consuming online news can amplify these feelings of stress and uncertainty. Additionally, digital device usage, with its potential to delay bedtime and disrupt sleep due to blue light exposure, further contributes to poor sleep patterns. As emotional distress continues to influence sleep quality, products and experiences that promote relaxation, rest, and escapism will remain highly sought after.

This article is based on FMCG Gurus – Trouble sleeping: What's keeping consumers up at night? – Trend Report – 2025. To discover more, please click here.

How Generation Z are Redefining Health and Wellness

Stress, Anxiety and Busy Lives: Generation Z’s struggle with well-being

Two-thirds of Generation Z, the youngest generation surveyed (aged 12-27 years old), say they rate their health good or very good. This is the lowest proportion out of all demographics surveyed. Generation Z are considered to be progressive, positive and committed to self-expression. However, FMCG Gurus’ consumer insights shows that they are struggling with their emotional and physical health. 

Many consumers feel pressure to succeed personally and professionally. Global instability, reduced financial confidence, fragmented dietary habits and busy lives are key drivers behind these consumers feeling tired, stressed and overwhelmed. Generation Z’s concern around how they feel, how they look and potential long-term impacts on quality of life is driving the motivation to improve their health. 

Health Goals and Challenges to Healthy Lifestyles

Just over eight in ten of Generation Z surveyed globally are looking to improve their general well-being. This mirrors the overall shift in the health and wellness market towards prioritizing immediate health and emotional wellness. Key priorities include mood, energy levels, cognitive health and sleep health. Getting these “basics” right means that they will feel better in the short-term. In addition, this could have a beneficial effect on their long-term health. 

At the same time, they feel that their current lifestyle stands in the way of their goal to become healthier. Six in ten Generation Z consumers say that they turn to unhealthy food and drink for stress alleviation. This is perhaps avoiding better-for-you or healthy products as they associate these with having less sensory appeal.

Addressing Tiredness and Fatigue

High levels of stress can impact mood and sleep health, resulting in many consumers feeling tired and fatigued. They feel that low energy levels immediately affect their quality of life. This could be reflective of an overall deterioration in wellness. 

There is a perception that traditional energy boosting products contain dietary evils like sugar. As a result, there is an opportunity for the development of  products that are clean, pure, and offer a sustained energy boost. Helping consumers to relax and improve their sleep quality will also be appealing.

Mobility Concerns

It must be noted that Generation Z are the youngest generation surveyed. They would also be considered the least likely to have concerns around mobility. However, our research shows only one in two consumers say they are satisfied with their joint and bone health. This shows that symptoms are common. They recognise that the reasons behind poor mobility can be self-inflicted. This could include poor posture, spending too long sitting down, not exercising regularly and sports injuries. Many of these are challenges that have arisen due to modern lifestyles. An example of this includes office workers being sat down in front of digital devices for most of the day.

Encouraging Healthy Changes

Although Generation Z want to change their lifestyles to improve their health and well-being, they feel that there are significant challenges to achieving these changes. Rather than promoting fundamental change, brands should look to promote the message of incremental improvement, pushing the message that it is better to make small, convenient changes that can slowly be adopted into daily lifestyles, over more radical changes that cannot be stuck to in the long-term.

This article is based on FMCG Gurus - Health and Wellness - Generation Z  - Cohort Trends Report - 2025. All Cohort Reports can be found here.

Energy Enhanced: Future Opportunities in the Market

Introduction

Consumers are evaluating their health based on how they are feeling and are finding that they are not satisfied with their energy levels. Global instability, financial uncertainty and personal pressures are leading to feelings of stress, time-scarcity and fatigue. 

Almost half (47%) of global consumers surveyed by FMCG Gurus said that they plan to improve their energy levels over the next twelve months. There is an awareness that low energy levels can be reflective of an overall deterioration in wellness. This links to frequent feelings of fatigue with the possibility of longer-term ill health. As a result, this means that improving energy levels is central to improving both immediate health and for healthy ageing.

From short-term fix to sustained energy boost

When looking for a “quick fix” consumers may turn to products that are high in sugar. These products can also be lacking in nutritional value. This contributes towards the perceptions that “traditional” energy boosting products can conflict with overall wellness goals. In addition, this also contributes to the idea that short term solutions may have unpleasant side-effects. 

To counter consumers’ concerns, brands must provide reassurance that sources of energy are safe and natural. This is an opportunity to create products that provide a clean and sustained energy lift without additives or added sugar.

The need for fragmentation in the energy market

FMCG Gurus research shows that consumers have different metrics for measuring their energy levels and a range of motivations. 

For example, one third of global consumers measure their energy levels by their cognitive function. For consumers experiencing symptoms such as brain fog, energy drinks with ingredients targeted towards improving focus will appeal. 

Prioritizing a back-to-basics approach

Improving sleep health is central to a back-to-basics approach. Many consumers are adopting this approach toward their health over the next twelve months. For the energy market, this means that clean energy products must not be seen to interfere with sleep patterns. The inclusion of ingredients that help to reduce stress and promote feelings of calm, focused energy will be particularly appealing.

A quarter of global consumers have turned to exercise in a bid to improve their sleeping patterns over the next twelve months. As consumers may feel tired when trying to exercise more, there will be an interest in products that can offer a clean and sustained energy boost that facilitates exercise. 

This means that there will be an increase in active nutrition consumers taking a proactive approach to their health, looking for functional clean energy products, for example containing protein, fibre and electrolytes, which support physical activity.

Opportunity for innovation

As consumers continue to make the link between energy and overall health, they will expect the next generation of energy boosting products to offer clean, sustained energy alongside tailored, targeted functional benefits that fit their particular lifestyle and health goals. This is an opportunity for development in the energy market to address legacy issues whilst supporting consumers with their health and well-being goals. 

This article is based on FMCG Gurus - Energy Refocused - The Need for Fragmentation within the Energy-Boosting Market - Trend Report. For more information, please click here.

Hydration Matters: Exploring Consumer Behaviors

Understanding the Connection Between Hydration and Well-being

Many consumers are aware of the critical role hydration plays in maintaining overall health. The understanding that inadequate water intake can lead to serious health issues is widespread. Hydration is linked to improvements in both physical and emotional well-being. These are key aspects of daily wellness that many individuals prioritize. FMCG Gurus' consumer insights highlight that 64% of global consumers recognize the significance of hydration. However, only about 30% report feeling adequately hydrated most or all of the time during an average week. This indicates that many people recognize the need to hydrate—often through beverages. However, they may struggle to do so due to the pressures of personal and professional responsibilities. Insufficient hydration can lead to immediate physical and cognitive effects. This includes fatigue and difficulty concentrating, with potential long-term health implications as well.

Consumer Confidence in Hydration Intake

As consumers look to enhance various facets of their health over the next year, it becomes evident that they aren’t completely content with their current well-being. Key issues they focus on include sleep health (46%), mental wellness (38%), and physical activity (32%). This is largely due to the realization that emotional health is equally vital as physical health. Many consumers feel that high stress levels negatively impact their emotional well-being. They also find it easier to notice the health benefits of dietary and lifestyle changes that yield immediate results. Hydration is seen as integral to improving mood and energy levels throughout the day. It also contributes to better relaxation and sleep quality in the evening—an aspect that brands should promote effectively.

Identifying Barriers to Consistent Hydration

Among consumers who feel they are not sufficiently hydrated, 38% attribute this to not drinking enough water. Several factors can influence hydration, including external circumstances like extreme temperatures or limited access to beverages in certain situations. Nonetheless, many consumers acknowledge that inadequate hydration is often self-imposed. This is a positive realization because it suggests that this issue can be easily addressed. The primary reason cited for not drinking enough water is simply forgetting or neglecting to do so. Brands should cultivate a more aspirational image around hydration to motivate individuals to increase their water intake. This is particularly true as they seek to return to fundamental health principles in pursuit of wellness. Additionally, consumers link excessive alcohol consumption and poor sleep with dehydration. These issues reflect the struggles of daily life but also affect energy levels, mood, cognitive function, and overall health.

Hydration’s Role in Beverage Choices

While it has been established that consumers face various challenges in maintaining hydration, another significant issue is that their beverage choices may not always align with health norms. Approximately 40% of consumers prioritize flavor over hydration when selecting beverages. With an abundance of options available, purchasing habits are increasingly influenced by diverse preferences and needs. Taste and enjoyment remain key motivators, particularly during uncertain times when consumers look for comfort and escapism. However, fulfilling these needs may come at the cost of hydration and overall health. Thus, it is crucial for brands to effectively connect the appeal of hydrating beverages with their taste and sensory enjoyment.

This article is based on FMCG Gurus: Hydration Matters Understanding Consumer Attitudes and Practices - Trend Report 2024. For more information, please click here.

Top Trend 4: Strive for Happiness

Introduction

Many consumers are prioritising their happiness by seeking products that enhance their well-being, provide enjoyable experiences, and evoke emotions of comfort and escapism. 

This blog explores our fourth top trend, Strive for Happiness. There is a growing trend of self-care in the food and drink industry. This is focused on promoting products and lifestyles that prioritise and support consumers’ physical, mental, and emotional well-being. In addition, our findings explore how consumers are turning to products that promote balance. This can be through moderating and avoiding certain ingredients deemed ‘bad for you’. Additionally, this could also be turning to streamlined product formulations, seeking a back-to-basics approach to their health and happiness.

Consumers are Seeking Ways to Strive for Happiness by Uplifting their Mood and Emotional Wellness

In a time of ongoing unpredictability, consumers are increasingly focusing on their emotional health. The instability of recent years has had a significant impact on people's emotional well-being, leading to emotional exhaustion, decreased energy, and low mood. It is now widely recognised that these emotional states not only disrupt daily life but also increase the risk of health issues. As a result, a significant number of consumers are seeking out methods to boost their mood and improve their mental well-being.

This heightened emphasis on emotional wellness represents a fundamental change in consumer behavior, as individuals strive to actively address the effects of the current environment of uncertainty. Our research indicates that 57% of global consumers have actively sought to enhance their mental well-being in the past two years. Consequently, companies are acknowledging the growing demand for products and solutions that cater to emotional well-being, offering a variety of options aimed at promoting mental health. This trend highlights a shift towards a more comprehensive approach to overall well-being. 

Fast-Pace Life and Rising Prices Can Impact on Mood and Happiness

Amid growing consumer worries about rising prices, these economic changes will impact their overall emotional state and well-being. In response to these challenges, FMCG Gurus' consumer insights reveal that 7 in 10 consumers report making adjustments to their diet. This indicates a shift towards healthier choices to promote a sense of well-being. Furthermore, many consumers are grappling with personal and professional responsibilities, hindering their ability to relax and destress. As a result, a common strategy employed by consumers involves striving for a better work-life balance. Consumers are consciously dedicating more time to relaxation and improving their sleep quality. This trend underscores a shared focus among consumers on adopting a slower pace of life whenever feasible, acknowledging their well-being as a top priority.

Consumers are Focusing on Recharging and Reviving by Focusing on Sleep Hygiene

Over the past few years, there has been a noticeable increase in attention given to the concept of sleep hygiene. This shift is driven by consumers placing importance on recharging and revitalising, acknowledging the significance of adequate rest and recovery. This change reflects an attempt to step back from daily pressures and find more time for self-care.

As a result, there has been a rise in the self-care trend. This trend promotes products and lifestyles that prioritize and improve physical, mental, and emotional well-being. Particularly noteworthy is the focus on enhancing sleep hygiene and the quality of sleep within this trend. This highlights the broader awareness of the negative effects linked to poor bedtime practices. By emphasising sleep as a fundamental element of overall well-being, there is a growing recognition of the connection between relaxation and holistic health. 

This article is based on FMCG Gurus: Top Trend 4 - Strive for Happiness – Global Report 2024. For more information, please click here.

Metabolic Health: Lifestyle and Sleep Health

Introduction

The metabolism refers to the set of chemical processes that occur within the digestive system. It involves the conversion of nutrients from food and drink into energy and the foundation required for growth, repair, and other healthy bodily functions. Good metabolic health means your body is able to digest and absorb nutrients from food without unhealthy spikes in sugar, fat, inflammation, and insulin. It is important these spikes are avoided as they can contribute to the long-term impact of food on your health, such as high cholesterol, high blood pressure, and increased levels of body fat.

Attitudes towards Metabolic Health

Having good metabolic health lowers your risk of metabolic diseases. The metabolism plays a key role in impacting other areas of health and can be impacted by food and drink. Another key component to metabolic health is sleep and stress management. For instance, when asked what health problems consumers suffer from, 47% said constant tiredness. This symptom could be related to the metabolism, due to its important role in producing energy for the body’s functions. Disruptions in metabolic processes can lead to reduced energy levels and tiredness.

Consumers also expressed concerns about their sugar levels. This can also be linked to the metabolism, with certain metabolic issues affecting blood sugar regulation; such as insulin resistance which can influence energy crashes and fatigue.

Diet & Lifestyle

Dietary and lifestyle habits can play a role in the functioning of the metabolism. For example, the timing of meals can affect the metabolism, and eating balanced meals regularly can help keep your metabolism active. Also, staying hydrated is important for maintaining optimal metabolic function. Water is required for various metabolic reactions, including those involved in digestion and nutrient transport. Regular physical activity, including aerobic exercises (like running and swimming), can also contribute to boosting the metabolism.

Sleep & Stress

When the body is under stress, various hormonal and physiological responses occur that can influence the metabolism in several ways. Our consumer insights highlight that almost three-quarters of global consumers experience stress some of the time. In some cases, chronic stress can lead to a reduced metabolic rate, making it harder for the body to burn calories efficiently. This can contribute to weight gain and difficulties in weight management. In addition, chronic stress can lead to sleep disturbances, such as insomnia or poor-quality sleep. Lack of sleep is known to influence the metabolism by disrupting hormones that regulate appetite, increasing the desire for high-calorie foods.

Sleep hygiene plays a significant role in metabolic function. The quality and duration of sleep have a significant impact on various metabolic processes. Sleep influences the release of hormones that are important for metabolic regulation. Our market research shows that 64% of global consumers get less than 7 hours of sleep per night, which is less than the recommended amount for an adult. Insufficient sleep is associated with the disruption of hormones, for instance, leptin (which suppresses the appetite) and ghrelin (which stimulates the appetite).

Conclusion

A well-functioning metabolism plays a central role in overall health. Being aware of how to support metabolic health can positively influence other health areas. By providing consumers with well-balanced, nutrient-dense options and transparent information, the food and drink industry can play a significant role in supporting consumers' efforts to improve their metabolism and overall health.

The article is based on FMCG Gurus: Attitudes and Behaviors Towards Metabolic Health – Global Report 2023. For more information, please click here.

Sleep and Stress Management: Sleep Health in 2022

Introduction

Consumer attitudes and behaviors towards sleep health are shifting and trends are evolving. With the Covid-19 pandemic being a leading factor to changing attitudes, 46% of global consumers state their sleeping habits have worsened over the last two years. The impact of technology is also a notable cause of the decline in sleep health.

With increasing consumer awareness, people are on the lookout for products and ingredients that aid sleep health. The popularity of natural products such as lavender and chamomile, (and in some regions, CBD) means brands and manufacturers must seek ways to align their products to consumer attitudes.

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Attitudes

When it comes to sleep health, consumers admit that they are not entirely satisfied. One in three consumers admit that they are dissatisfied with their bedtime routines and general sleep health, with difficulty falling asleep and waking up throughout the night.

A leading factor in the decline in sleep health has been the Covid-19 pandemic, with 60% of global consumers somewhat or strongly agreeing with the statement “my sleep health has been impacted by Covid-19 in 2022”. Furthermore, in 2019 32% of consumers stated that they find it somewhat or very difficult to fall asleep. By 2020 this figure had risen to 40%, before declining to 36% in 2022.

The amount of sleep consumers get on a typical night has decreased since 2019, when in 2019 approximately 1 in 4 consumers reported getting more than 8 hours of sleep nightly, whereas in 2020, and remaining until 2022 this fell to 12%.

Another leading factor for the decline in sleep health is technology, with 71% of global consumers claiming this was an attribute to their sleep worsening over the past two years. Digital dependency is a key factor that has contributed to poor sleep health, due to screens being an easy distraction as well as emitting blue light, negatively impacting the overall quality of sleep and health.

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Actions taken to improve sleep health

Consumers are taking a more holistic approach to health, recognising that changing their diets can not only improve their digestive health but their sleep health too. Over the past two years, there has been a rise in consumers who are somewhat or very interested in food, drink and supplement products that help improve sleeping patterns. This indicates to brands that they should take note of the relationship between digestion and sleep health.

73% of global consumers somewhat or strongly agree that there is a direct link between good digestive health and having good sleeping patterns. Traits like over-indulging or eating too close to bedtime, have a negative impact on sleep quality. Good digestive health is linked to good sleeping patterns, with a healthy diet and structured mealtimes being a solution that can overcome digestive problems.

With sleep struggles on the rise, more consumers are looking towards products that support and improve their sleep health. The most common product being hot teas, with drinks being preferred over food when it comes to improving sleep health. In addition to food and drink, the acceptance of CBD is on the rise, most notably in North and South America, due to it being more socially accepted. With the increase in acceptance of CBD oil, brands and manufacturers must ensure they use supporting evidence that CBD products are safe and not addictive as consumers presume. For example, 37% of consumers say they are concerned about the side effects of cannabis oil.

Recommendations

Brands and manufacturers need to ensure that products are deemed green and clean. People want reassurance that food, drink and supplements are free from ingredients seen as detrimental to their health, as well as the wider environment. Consumers want products designed for improving sleep to be 100% natural, with preferred ingredients being: lavender, chamomile, jasmine, hibiscus, and dandelion.

Products must remain hassle-free and compromise-free. In a cost-of-living crisis, products must be deemed as good value for money, while offering maximum convenience. In addition, consumers value multifunctional products, due to efficiency and convenience. This is because many consumers will not have the time, motivation, or financial capabilities to seek out specific products for specific health solutions. Furthermore, as consumers become more conscious about their health, they can become more skeptical, feeling that brands can make misleading claims to capitalize on desires for instant health solutions.

This article is based on FMCG Gurus: Sleep and Stress Management in 2022 - Global Report. For more information, please click here.