Consumer Trends in Health and Nutrition: Prioritising Sleep

In the age of instant information through social media, streaming platforms and online messaging, consumers are feeling overwhelmed. With a million and one things to do, see and try around 40% of global consumers feel like they are under constant pressure to get things done. As a result, more and more consumers are taking time for themselves to focus on their mental and physical well-being – a big part of this change includes prioritising sleep.

Sleep has always been an important aspect of healthy living, however consumers are now actively ensuring that they have restful sleep, whether this is through vitamins and supplements, calming night-time teas, meditation sessions, sleep tracking apps or simply living a more regimented lifestyle.

Sleeping Problems: Level of Concern

Percentage of Global Respondents

Source: Euromonitor International’s 2019 Health and Nutrition Survey

With 50% of global consumers looking for a new treatment solution when it comes to their sleeping problems, the potential opportunities for new product development should be considered by brands and companies who play within this space.

Sleeping Problems: Impact on Current Health

Percentage of Global Respondents


Source: Euromonitor International’s 2019 Health and Nutrition Survey

Most global consumers seem to be a “little to moderately concerned” about their sleep, however they do strongly believe that sleep largely has a “moderate to severe impact on their current health”.

53% of global consumers claim that they usually get around 5 to 7 hours of sleep per night, while 41% said that they need 7 to 8 hours of sleep per night to feel their best. This could suggest that most consumers are looking for sleep aids that would help them get those few extra hours of sleep in order to maintain their overall well-being.

Typical Habits
Percentage of Global Respondents by Generation


Source: Euromonitor International’s 2019 Health and Nutrition Survey

Millennials and Generation Z seem to be struggling to get restful sleep, with many of them claiming that “when I wake up, I often still feel tired” and “it takes me a long time to fall asleep.” These two generations are also most likely to be concerned that their sleep habits are impacting their overall health.

Brands and companies that can provide sleep aids or support a more restful night’s sleep are therefore likely to resonate with younger consumers who may be having difficulty switching off.

Top Five Treatment Approaches for Sleeping Problems

Percentage of Global Respondents by Millennials and Generation Z

Millennials Generation Z
34% – Exercise/physical activity 28% – Natural or traditional solutions
33% – See a doctor/healthcare provider 28% – Rest/avoid activity
31% – Rest/avoid activity 27% – Exercise/physical activity
30% – Natural or traditional solutions 25% – See a doctor/healthcare provider
30% – Take vitamins or supplements 23% – Take vitamins or supplements

Source: Euromonitor International’s 2019 Health and Nutrition Survey

Younger consumers have already started looking for solutions to their sleep problems and many are implementing treatment approaches such as exercise/physical activity or vitamins and supplement consumption.

When catering to Millennials and Generation Z’s sleeping habits and treatment, brands and companies need to ensure that their products and services fit into younger consumers’ larger lifestyle habits along with current treatment approaches they may already be implementing.

About Euromonitor´s Top Consumer Trends Impacting Health and Nutrition blog series:

Healthy living and behaviours towards health are consistently changing. As new trends emerge and information about various ailments and illnesses is shared via more channels than ever before, it is important for companies and brands to understand consumer perceptions and habits when it comes to their health.

Working closely with in-house industry experts and analysts, alongside key players within the industry Euromonitor International’s Survey team conducted an online survey in February 2019. With over 20,000 respondents across 20 core markets around the world, the survey´s results provide consumer insight into every day and long-term health behaviours and attitudes in area´s such as packaged food, consumer health and sports nutrition.

For additional insights from our 2019 Health and Nutrition Survey, read the third article in the series Convenience of Health-related Technology or download Euromonitor International’s Top Consumer Trends Impacting Health and Nutrition white paper.