US Sleep Health Market Report 2025
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The US sleep health market is on track to reach $1.9 billion by 2025, despite a recent 3.2% dip in growth. With 71% of consumers actively seeking ways to enhance their sleep, this industry presents significant opportunities for innovation and growth.
Younger and middle-aged adults are driving demand for cutting-edge sleep solutions, gravitating toward smart sleep trackers, apps, and advanced mattresses. These tech-savvy generations prioritize data-driven health insights, making wearable devices particularly appealing. Meanwhile, older adults represent another key demographic, as age-related health challenges often disrupt sleep. Products that promote better sleep hygiene and increased comfort resonate strongly with this group.
While challenges such as tariffs, inflation, and fluctuating consumer confidence may influence spending, technological advancements remain a powerful growth driver. Innovations like AI-powered sleep coaching and connected smart devices are reshaping the landscape, offering personalized, science-backed solutions to help consumers of all ages achieve better rest.
This report looks at the following areas:
- 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
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
Market Definitions
This Report focuses on OTC sleep aids that help the user to fall asleep. Included in this Report are:
- OTC medications formulated and marketed specifically for inducing sleep. Note that some herbal and homeopathic products that are either specifically marketed as sleep aids or are typically sold along with sleep aids in mainstream retail outlets are also included in this category. However, the full range of supplements that might be used as sleep aids, including supplements such as melatonin, are not covered in the market size.
- OTC pain relievers that include sleep aids.
Prescription sleep aids are discussed in this Report but are not covered in the market size.
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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
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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
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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
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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
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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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