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US Sleep Health Market Report 2025

US Sleep Health Market Report 2025

Market Intelligence Reports Health and Wellbeing US

US Sleep Health Market Analysis

The Sleep Health Market saw strong growth between 2019 and 2022, reaching a peak in 2021. However, it has faced challenges such as inflation, tariffs, and declining consumer confidence, contributing to fluctuations in sales. Despite these hurdles, the long-term outlook for the sleep health market remains positive. The shift in consumer priorities, emphasizing quality sleep over quantity and the increasing demand for tech-driven solutions, indicates that innovation in personalized sleep products will be a key driver for market recovery and expansion moving forward in the Sleep Aids Market moving forward.

US Sleep Health Market Trends

Consumer trends in the Sleep Health Market reflect a growing focus on personalized and tech-driven solutions, with more than 70% of consumers actively seeking to improve their sleep. Younger, higher-income individuals are driving demand for smart sleep devices like trackers and advanced mattresses, while older adults are seeking products to address age-related sleep disruptions. Stress, anxiety, and poor sleep hygiene are primary factors affecting sleep, with many consumers recognizing that quality sleep is more important than simply increasing sleep duration. Additionally, there is a noticeable divide in consumer behavior, with younger consumers being more experimental with sleep aids, while older adults tend to prefer medically supervised solutions or avoid intervention altogether. Consumers are also increasingly aware of the holistic health benefits of sleep, with motivations ranging from boosting energy to improving mental clarity and preventing long-term health issues, reflecting the growing potential of the US Sleep Aid Market.

Purchasing the US Sleep Health Market Report 2025 reveals a generational shift, with younger consumers favoring personalized, tech-driven solutions like smart mattresses, while older adults prefer traditional, comfort-based products. The report highlights a growing demand for sleep quality over quantity, prompting brands in the Sleep Health Market to innovate with affordable, accessible solutions amid rising costs in the Sleep Aid Industry.

About The Report

The US Sleep Health Market Report 2025 provides in-depth insights into consumer behavior, market trends, and key drivers shaping the Sleep Health Market. The report covers areas such as sleep product preferences, generational differences, sleep quality vs. quantity, consumer motivations, and the impact of economic factors like rising costs. It also surveys factors like technological advancements, product innovations, and the demand for affordable sleep solutions, giving businesses valuable data for strategic planning in the Sleep Aids Market.. Retailers, manufacturers, and healthcare providers will benefit from this report, gaining valuable data to help shape product offerings, marketing strategies, and customer engagement efforts in a rapidly evolving US Sleep Aid Market.

Key Topics Analyzed in the Report

Market drivers and factors affecting the sleep health product growth trajectory
Issues around the ability to fall/stay asleep
Sleep satisfaction and desire to improve sleep
Average nightly sleep duration
Factors affecting the ability to fall/stay asleep
Sleep health product usage
Consumer perceptions about sleep vs relaxation vs rest
Motivators behind improving sleep
Attitudes and behaviors around managing sleep health

Report Attributes	Details
Published Date	July 2025
Data Range	2019-2030
Measurement Metrics	Revenue in US $
Country Focus	United States of America (USA)
Consumer Data	2,000 internet users aged 18+, April 2025
Number of Pages	73
Market Segmentation	OTC Sleep Aids, OTC Nighttime Pain Relievers, Traditional OTC Sleep Aid Medications, Herbal/Natural Sleep Aid Medications, Prescription Sleep Aids, Homeopathic Sleep Aids, and Non-Prescription Sleep Products.
Leading Companies	Procter & Gamble, Natrol LLC, Unilever, Kenvue, Pharmavite, Private Label, Haleon, and Excedrin.

Meet the Expert Behind the Analysis

This report was written by David Hamlette. David joined Mintel as a health and wellness reports analyst in August 2023. Prior to Mintel, he worked as an associate market research consultant in Chicago, providing qualitative insights for CPG and pharma companies. He graduated from George Mason University with a B.S. in Psychology, and the University of Chicago with a M.A. in Social Science.

Consumers are prioritizing personalized approaches to sleep, focusing on solutions that enhance sleep quality rather than simply increasing the number of hours slept.

David Hamlette

Research Analyst; Health and Wellbeing

Collapse All

EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Expand personalized, tech-driven sleep solutions for younger consumers
- Highlight targeted products for middle-aged women and older adults
- Offer affordable wellness solutions for underserved communities
MARKET DYNAMICS
- Market context
- Consumer sentiment declined by 10% from January – falling to its lowest level since late 2023
- Graph 1: consumer sentiment index, 2022-25
- Economic growth is expected to decline in Q1 2025
- Graph 2: quarterly real GDP growth, 2021-25
- Market drivers
- Sleepmaxxing is saturating social media
- The duality of bedrotting
- The rising aging population is expected to increase the prevalence of sleep issues
- Increased awareness of sleep health
- Transition away from remote working
- Market size and forecast
- Retail sales and forecast of sleep health products
- Graph 3: [no title]
- Total retail sales and forecast of sleep health products
- Market segmentation
- Retail sales of sleep health products, by segment
- Graph 4: forecast of sleep health products, 2019-30
- Retail sales of sleep health products, by segment
- Graph 5: forecast of sleep health products, 2019-30
- Market share/brand share
- Consumers managing limited discretionary spending by leaning on private labels
- Challenges in maintaining growth in OTC sleep nighttime pain relievers extends across the board
CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts continued
- Sleep behavior
- Sleep issues are on the decline, but there is still work to be done for consumers
- Graph 6: sleep behavior, trended 2023-25
- Help consumers alleviate the sleep issues that come with ageing…
- Graph 7: sleep behavior, by age, 2025
- …but market products as needed for men over 55
- Tap into partnered consumers with customizable mattress solutions
- Graph 8: sleep behavior – NET, by relationship status, 2025
- Sleep satisfaction
- Leverage growing satisfaction rates to drive purchase motivators
- Graph 9: sleep satisfaction, trended 2023-25
- Appeal to younger, high-income consumers with sleep solutions designed to elevate their experience
- Graph 10: sleep satisfaction – NET, by age and income, 2025
- Appeal to younger, high-income consumers with sleep solutions designed to elevate their experience
- Educate consumers on how to manage their work-life balance
- Graph 11: select sleep satisfaction, by work from home status, 2025
- Educate consumers on how to manage their work-life balance
- Desire to improve sleep
- Consumers remain relatively consistent with previous years in their desire to improve sleep
- Graph 12: desire for improved sleep, trended 2023-25
- Encourage parents to prioritize their sleep health with motivations beyond just their child
- Graph 13: desire for improved sleep, by parental status, 2025
- Reach Black consumers by highlighting the secondary benefits of a good night’s sleep
- Design sleep solutions tailored to the needs of middle-aged women
- Graph 14: desire for improved sleep, by age, gender and income, 2025
- Design sleep solutions tailored to the needs of middle-aged women
- Sleep duration
- Consumers need help achieving quality sleep since they cannot reach quantity sleep
- Graph 15: sleep duration, 2025
- Prioritize sleep quality for women and parents: focus on supportive solutions beyond sleep duration
- Graph 16: sleep duration, by age, gender and parental status, 2025
- Address sleep improvement among lower income Black consumers to bridge the wellness gap
- Factors affecting sleep
- Tackle the top sleep barriers: address stress, screens, and schedules to help consumers sleep better
- Graph 17: factors affecting sleep, 2025
- Different ages bring different areas of issue when it comes to sleep
- Graph 18: factors affecting sleep, by age, 2025
- Different ages bring different areas of issue when it comes to sleep
- Alleviate environmental disturbances for urban consumers
- Understand what is keeping consumers from getting quality sleep and market accordingly
- Graph 19: factors affecting ability to stay asleep, 2025
- Treat incontinence-related sleep issues with accessibility and sensitivity
- Focus on stress and anxiety for singles, and sleep disturbances for partnered
- Graph 20: select factors affecting ability to stay asleep, by marital status, 2025
- Products utilized for sleep health
- Consumers seem to be polarized in their sleep management solutions
- Graph 21: products used for sleep health, 2025
- Diversify product portfolio to tailor to consumers at every stage of life
- Graph 22: products used for sleep health, by age, 2025
- Consumers with less money need practical solutions
- Private labels take on sleep products
- Relaxation vs sleep
- Clarify the distinction between rest and relaxation to ensure consumers are purchasing the right products
- Graph 23: differentiation between rest and relaxation, 2025
- Older consumers need extra education around the difference in rest and relaxation
- Asian consumers refer to relaxation as peace of mind
- Motivations to improve sleep
- Holistic benefits serve as primary motivators for sleep health improvement
- Graph 24: motivations to improve sleep health, 2025
- Lower-income younger consumers have more motivation than those with more money
- Graph 25: motivations to improve sleep health, by age and income, 2025
- Help parents rediscover their motivations for improvement outside of their children
- Graph 26: motivations to improve sleep health, by age of child and parental status, 2025
- Attitudes and behaviors around sleep health
- Get creative in finding solutions to help consumers in battle of quality over quantity sleep
- Graph 27: attitudes and behaviors toward sleep health management, 2025
- Guide consumers on their journey as they learn what they need for their sleep
- Graph 28: select attitudes and behaviors toward sleep health management, 2025
- Leverage tech, luxury, and BPC for younger consumers making more money
- Graph 29: select attitudes and behaviors toward sleep health management, by age and income, 2025
- Beauty brands bridging the gap between personal care and sleep
- Technology in sleep health
- Support Hispanic consumers in maintaining sleep health through culturally relevant F&D
INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Look into alternative formats, such as sprays, to enhance the sleep experience
- Innovative formats focused on alleviating symptoms from the outside in
- Marketing and advertising
- Estée Lauder doesn’t focus on improving sleep hygiene but instead targets the visible effects of insufficient sleep
- Benson for beds educated on the connection between menopause and sleep
- No7 promotes night cream with a sleep launch party
APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Retail sales of sleep health products, by segment
- Forecast methodology
- Forecast fan chart methodology
- Table of forecast total retail sleep health products

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