Explore the sleep health management market in China with this report.
Only younger respondents in the 25-39 age group report having not improved their sleep quality over the past three years. Perhaps as a result of poor sleep, younger people are more likely than other age groups to regard sleep as part of the ‘maintenance bible’, and to recognise the many health benefits of a good night’s sleep. This means that sleep health management products have a high overall health value for the younger population.
Currently, innovation in food & drink and healthcare products related to sleep aids is still not extensive, meaning that brands can fill the product gap in this space. For established players, stabilising products’ perceived value requires highlighting its technological advantages, which can retain loyal consumers in a future with fierce competition from new launches. For the bath/skincare/scented essential oils category, which often focuses on delivering ’emotional value’, brands in the sleep health management space need to highlight their technological advantages, and how these can provide real benefits for sleep health.
Even consumers without sleep problems still show a keen interest in enhancing their sleep. At the lifestyle level, home is the first step for consumers taking the initiative to maintain their sleep health. At the efficacy communication level, the health benefits for beauty, hair growth and exercise are also attractive to people who do not have sleep problems. This signals an opportunity for brands to expand their customer bases by deepening their exploration of home concepts, and emphasising that their products provide their desired benefits.
The sleep-enhancement products that are the main focus of this Report are listed below:
This Report also covers some common sleep-aiding activities including, but not limited to, exercise/fitness, home environment adjustments, and medical consultations.
Industry expert Catherine Liu delivers in-depth insights with this report.
Even consumers without sleep problems still show a keen interest in enhancing their sleep; emphasising the technological advantages of products and their overall health benefits will help attract loyal customers and expand into new segments.
Catherine Liu
Principal Analyst, China Insights
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