2024
0
China Sleep Health Management Market Report 2024
2024-07-09T15:06:21+01:00
REP846EAAA2_C714_4BE9_A337_920C1D4F66DE
3695
174501
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Report
en_GB
This report looks at the following areas:Key factors influencing the sleep health management marketNoteworthy new product trends and marketing activitiesThe state of consumers' sleepUse of different sleep-enhancing lifestyle activities, products…

China Sleep Health Management Market Report 2024

£ 3,695 (Excl.Tax)

Report Summary

This report looks at the following areas:

  • Key factors influencing the sleep health management market
  • Noteworthy new product trends and marketing activities
  • The state of consumers’ sleep
  • Use of different sleep-enhancing lifestyle activities, products and services, and interest in trying them in the future
  • Considerations when purchasing sleep-enhancing products
  • Ingredient preferences for different sleep-enhancement product categories

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

Market Definitions

The sleep-enhancement products that are the main focus of this Report are listed below:

  • Food & drinks fortified with sleep-aiding ingredients
  • Health supplements
  • Traditional Chinese Yang Sheng health foods
  • Western OTC/prescription medicine
  • Scented essential oils
  • Bath/bodycare products
  • Sleep sprays
  • Some technology products, such as sleep-aiding audio and health apps

This Report also covers some common sleep-aiding activities including, but not limited to, exercise/fitness, home environment adjustments, and medical consultations.

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • Definition
    • What you need to know
    • The market
    • Market factors
    • Key trends in marketing activities
    • New product trends
    • Products that reflect the above-mentioned trends
    • The consumer
    • Sleep problems increasingly plague 25-39s and workers
    • Graph 1: consumers' sleep quality, 2024
    • Lifestyle influences on sleep are under scrutiny
    • Graph 2: factors affecting sleep, 2024
    • The improved immunity from sleep is important, and 'sudden death prevention' is a plus
    • Graph 3: the benefits of good sleep, 2024
    • An exploration of 'home' concepts is the first step for consumers proactively looking to maintain their sleep health
    • Graph 4: lifestyle factors that improve sleep, 2024
    • There is stronger willingness to try new sleep-aiding products/services; some sleep benefits are closely linked with specific products
    • Graph 5: products/services that improve sleep, 2024
    • Sleep-aid products' value perceptions lies in highlighting technical advantages
    • Graph 6: purchase considerations for sleep-improving products, 2024
    • Consumer interest in GABA, L-theanine, ashwagandha and magnesium has not yet been captured by a specific category
    • Graph 7: ingredient preferences for different product categories, 2024
    • Issues and Insights
    • What we think
  2. The market

    • Market factors
    • Job market uncertainty and intelligent technologies may affect people's sleep health
    • Graph 8: surveyed urban unemployment rate*, 2023-24
    • Graph 9: average weekly working hours of corporate employees, 2022-24
    • The trading-up demand shown by 25-39s for a wide range of products will provide more flexibility for sleep product innovation
    • Graph 10: proportion of consumers who intend to trade up (ie buy more-expensive brands), by age, 2024
    • Tourism revives, and the 'travel with good sleep' concept is expected to gain attention
    • Graph 11: select non-consumer packaged goods spending trends – spent more, 2022-24
    • Marketing activities
    • Alternative advice goes viral
    • DeRucci's online post aims to give employees 'sleep leave'
    • Tap into the unique qualities of consumer segments
    • Utilising smart technology to deliver a more-effective and diverse experience
    • New product trends
    • The number of health products with sleep-aiding properties is small…
    • Graph 12: share* of new healthcare product launches, by sub-category, 2023-24
    • …but volume sales growth is mighty
    • Graph 13: comparison of year-on-year volume sales (units) and value sales (billion) growth rate*** of online** health food/dietary supplements and sleep-aiding* health foods/dietary supplements, 2023-24
    • Sales of products with basic nutrients and ashwagandha are growing fast
    • Graph 14: leading sleep-aiding** health food/dietary supplements ranked by year-on-year online* volume sales (units) growth*** (%), 2023-24
    • Best-selling products: concepts that highlight gentleness and high overall health value
    • The 'all-in-one' formulation concept
    • Health food/dietary supplements in drink and tea bag formats show good sales growth
    • Graph 15: leading sleep-aiding** health food/dietary supplement formats ranked by year-on-year online* volume sales (units) growth*** (%), 2023-24
    • Food & drink with sleep-aid positioning turn negative sales growth around
    • Graph 16: comparison of year-on-year online*** volume sales (units) growth rate**** of food and drink* and sleep-aiding** food & drink, 2023-24
    • Sugar confectionery, snacks and milk powder are major segments, but see faltering volume sales growth
    • The promotion of sleep benefits starts with the segmentation of usage occasions
    • Lifestyle-based product customisation creates more-interesting product experiences
    • Technological innovation is alive and kicking
  3. The consumer

    • Consumers’ sleep
    • The incidence of sleep issues is rising…
    • Graph 17: staying asleep self-assessment, 2022 vs 2024
    • Graph 18: getting to sleep self-assessment, 2022 vs 2024
    • …and 'can't stay asleep' compounds the woes of 'can't fall asleep'
    • Graph 19: sleep – a cross-tabulation analysis, 2022 vs 2024
    • A growing percentage of working people have sleep problems
    • Graph 20: percentage of respondents with self-assessed difficulty falling asleep*, by occupation, 2022 vs 2024
    • Graph 21: percentage of respondents with self-assessed difficulty staying asleep*, by occupation, 2022 vs 2024
    • Not only do people living alone experience fewer sleep difficulties…
    • Graph 22: proportion of respondents with self-assessed difficulty staying asleep*, by living situation, 2022 vs 2024
    • Graph 23: proportion of respondents with self-assessed difficulty falling asleep*, by living situation, 2022 vs 2024
    • …there are also generational differences
    • Graph 24: percentage of respondents who self-assessed that staying asleep is always easy, by age, 2022 vs 2024
    • Graph 25: share of respondents who self-assessed that falling asleep is always easy, by age, 2022 vs 2024
    • Factors affecting sleep
    • More attention is being paid to the causes of sleep difficulties, with irregular lifestyle routines taking the top spot
    • Graph 26: number of factors affecting sleep, by percentage of consumers affected, 2024
    • Graph 27: factors affecting sleep, 2024
    • Work stress and irregular routines are both huge factors affecting workers' sleep
    • Graph 28: select factors affecting sleep, by occupation, 2024
    • Younger people are most afraid of stimulation, the post-1980s generation are most afraid of bad habits, and older generations are most afraid of disease
    • Graph 29: factors affecting sleep, by generation, 2024
    • People who have difficulty falling and staying asleep are increasingly concerned about the impact of poor physical and mental wellbeing on their sleep
    • Graph 30: share** of respondents with different types of sleep difficulties*, March 2024
    • Graph 31: select factors affecting sleep, by sleep difficulties*, 2024
    • Benefits of good sleep
    • The improved immunity from sleep is important, and 'sudden death prevention' is a plus
    • Graph 32: the benefits of good sleep, 2024
    • The vast majority of respondents recognise the multiple benefits of a good night's sleep
    • Graph 33: benefits of a good night's sleep – number of benefits selected, by demographic, 2024
    • Younger men and women have different views on the benefits of sleep
    • Graph 34: benefits of good sleep, by age and gender, 2024
    • The benefits of sleep for skin, hair growth and post-exercise recovery also appeal to those who sleep without difficulty
    • Graph 35: select factors affected by sleep, by sleep difficulties*, 2024
    • Neurological sleep benefits can focus on stress relief and memory enhancement
    • Graph 36: select self-assessed brain health conditions, average response vs. response by respondents who believe that a good night's sleep improves brain function, 2024
    • Lifestyle habits that improve sleep
    • Baths and exercise are well recognised; massage and sound/light isolation have potential
    • Graph 37: lifestyles that improve sleep, 2024
    • Graph 38: percentage of respondents who think a sleep-improving lifestyle is helpful but have not tried it, March 2024
    • Younger people prefer restful activities, while older people like to get moving
    • Graph 39: select lifestyles that improve sleep – "helpful and have done", by age, 2024
    • Consumers with no sleep problems are more likely to explore home adjustments
    • Products/services that improve sleep
    • There is stronger willingness to try new products/services to improve sleep
    • Graph 40: analysis of perceived effectiveness of use and future interest in sleep-improving products/services, March 2024
    • Graph 41: products/services that improve sleep, 2024
    • Office workers, students and blue-collar workers are also more willing to try new things
    • Graph 42: select products/services that improve sleep – "have used and worked for improving sleep", by select occupations, 2024
    • Graph 43: select products/services that improve sleep – "have not used, but interested in trying", by select occupations, 2024
    • Sleep aid supplements and Chinese health foods attract people with varying degrees of sleeping difficulty
    • Graph 44: select products/services that improve sleep – "have used and worked for improving sleep", by sleep difficulties*, 2024
    • Graph 45: select products/services to improve sleep – "have not used but interested in trying", by type of sleep difficulty*, 2024
    • Some sleep benefits are closely linked to specific products/services, while others are not yet tied down
    • Considerations when purchasing sleep-enhancing products
    • Products with natural ingredients are the most appealing, but effectiveness and safety should not be overlooked
    • Graph 46: purchase considerations for sleep-improving products, 2024
    • Attracting younger and middle-aged people through non-dependency and personalisation
    • Graph 47: select purchase considerations for sleep-improving products, by age, 2024
    • Non-dependency and certification can help expand the health value of sleep aid products
    • Graph 48: purchase considerations for sleep-improving products, by the number of benefits of good sleep recognised by respondents, 2024
    • Non-dependency is a universally helpful focus in communications with consumers on edible products, but for…
    • Cost-effectiveness should be a common focus in communications with consumers on topical products, but for…
    • Ingredient preferences for different sleep enhancement product categories
    • Consumer interest in GABA, L-theanine, ashwagandha and magnesium has not yet been captured by a specific category
    • Graph 49: ingredient preferences for different product categories, 2024
    • The bathing and bodycare category needs to be aware of the male opportunities in the sleep economy
    • Graph 50: ingredient preference for bathing and bodycare products (a), by gender, 2024
  4. Issues and Insights

    • Appeal to those without sleep problems
    • Communicate at the lifestyle level: deepen the exploration of 'home' concepts
    • Efficacy communication: emphasise skin improvements, hair growth and enhanced athletic performance
    • The key to stabilising product value perceptions lies in highlighting technical advantages
    • Ingredient technology and absorption efficiency is key to enhancing value perceptions
    • Graph 51: purchase considerations for sleep-aiding products, by consumers who have used a sleep-improving product* and think it worked, 2024
    • Some products in the bath/skincare sector are moving beyond emotional value and expanding into practical functions
    • Help younger people sleep
    • The first line of attack for helping younger people: build a more-stable psychological core
    • A second line of attack for helping younger people: reduce stimuli and adjust habits
  5. Appendix – methodology and abbreviations

    • Methodology
    • Abbreviations

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