Germany Sleep Health Market Report 2023
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The majority of Germans face sleep issues yet rely largely on sleep-prompting behaviours. Brands can support with multi-functional sleep aids that enhance digestion, calm the mind or support cognitive performance.

Germany Sleep Health Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Sleep Health Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the sleep aids market in Germany including sleep aids market share in Germany, market size and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed sleep aids market outlook, including expert insights and market drivers.
  • The short-, medium- and long-term impact of inflation and supply chain issues on sleep health in Germany.
  • Sleep satisfaction, average sleep duration and sleeping patterns in Germany.
  • Usage of sleep aids, including OTC and botanical sleep aids, as well as frequency of usage.
  • Behaviours towards sleep aids in Germany.
  • How your business can tap into opportunities to increase your sleep aids market share in Germany.

Overview of the Sleep Aids Market in Germany

Amid multiple crises, Germans’ lifestyles and mental wellbeing is being uprooted putting a damper on sleep health in Germany while the sleep aids market size in Germany continues to grow with value sales reaching new highs.

According to Mintel’s Germany sleep health market research, financially struggling consumers are most affected by sleeping issues. Therefore, there will be significant demand for lower priced private label sleep aids in the short-term.

Germany Sleep Health Market Research: What Consumers Want and Why

  • Sleep Aids in Germany and Consumer Behaviour: 64% of Germans face sleeping issues yet only 33% of them use sleep aids. Reasons for that are safety and health concerns, making Germans opt for sleep-enhancing lifestyle changes over medication to improve their sleep. Additionally, sleep aids are failing to convince German consumers of their efficacy. To address these concerns, brands need to invest in enhancing their efficacy and communicating successes.
  • The Cost-of-Living Crisis and Sleep Aids in Germany: The cost-of-living crisis challenges Germans’ sleep with financial stress. 36% of adults say financial concerns often keep them up at night. Value sales of sleep aids are at an all-time high, but budgets remain stretched, with 55% of Germans putting off trying new health products because of rising prices.
  • Sleep Aids Market Outlook: Germans’ health perception has declined between 2021 and 2023, which will prompt increased engagement with health products and services. Once inflation settles, Germans will aim to improve their health with better sleep and look for multi-functional botanical solutions that address health holistically. Sleep aids with additional benefits, such as improving digestion at night, are bound to succeed.

Sleep Aids Market Outlook

  • Due to technology’s bad reputation regarding sleep quality, there is untapped potential for tech brands to reshape their image and demonstrate their value, e.g. by providing light-sensing technology, sleep environment analysis, and more.

To learn how to connect with your audience, purchase our Germany Sleep Health Market Research 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Spotify, Schaebens, Ariel, Pampers, Bional, Hoggar, Salus, Google, Philips, TikTok, Neend, Mattisson, Fleur Marché, Tisserand, Wick, Nue Co, Bettery, Teazen, Anihana, EightSleep, Arkadia, Greenify, Dozoff, Hoomband, and many more.

Products: OTC medications (herbal, homeopathic, melatonin), retail sleep aids, prescription sleep aids, sedatives, mood enhancing remedies, tea for relaxation/better sleep, botanical aids, CBD products, aromatherapy products, anti-snoring aids, technological devices (smartphones, tablets, wearables, TVs), and more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on the Sleep Aids Market in Germany

This report, written by Hannah Sandow, Senior Analyst, delivers in-depth commentary and analysis to highlight current trends in the sleep aids market in Germany and add expert context to the numbers.

The majority of Germans face sleep issues yet rely largely on sleep-prompting behaviours. Brands can support with multi-functional sleep aids that enhance digestion, calm the mind or support cognitive performance.

Hannah Sandow, Senior Analyst
Hannah Sandow
Senior Analyst – Health & Wellbeing, Germany

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • Graph 1: association of effectiveness with sleep aids, by selected sleep aid usage, 2023

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-24
    • The impact of the economy on sleep health
    • Graph 3: consumer price index for OTC medication and vitamin & supplements, 2022-23
    • Graph 4: financial confidence index, 2022-23
    • Demographic changes
    • Graph 5: parents on parental leave by age of youngest child, 2021
    • Sleep disruptors
    • Graph 6: frequency of feeling stressed in the last month, by generation, 2022
    • Graph 7: impact of technology on health and sleep, 2023

    • Sleep satisfaction
    • Graph 8: sleep satisfaction, by financial situation, 2023
    • Graph 9: sleep satisfaction, by age and gender, 2023
    • Sleep duration
    • Graph 10: average sleep duration, by generation, 2023
    • Sleeping pattern
    • Graph 11: sleeping difficulties, 2023
    • Usage of sleep aids and frequency of use
    • Graph 12: usage of sleep aids in the last 12 months, by sleeping issues, 2023
    • Graph 13: frequency of sleep aids usage in the last 12 months, 2023
    • Attributes associated with types of sleep aids
    • Graph 14: attributes associated with types of sleep aids, 2023
    • Graph 15: attributes associated with sleep aids, by sleep-aid users, 2023
    • Interest in behaviours to improve sleep
    • Graph 16: behavioural sleep aids, 2023
    • Behaviours towards sleep and sleep aids
    • Graph 17: attitudes towards sleep and sleep aids, 2023

    • Graph 18: sleep aid NPD, by launch type, 2018-23
    • Graph 19: healthcare NPD, by sub-category, 2018-23
    • Graph 20: NPD in sleep aids, by top claims*, 2018-23
    • Graph 21: functional claims* in sleep aid NPD, 2018-23
    • Advertising and marketing activity


    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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