Over the last couple of years, the sleep quality of consumers has continued to decline. This can be attributed to the frantic nature of modern life, as well as dependency on digital devices. Moreover, COVID-19 and the accompanying high levels of disruption and uncertainty have further eroded the sleep health of consumers.

Spending less time at rest in bed and having difficulty getting to sleep are increasingly common complaints among consumers. However, many people are looking to address these issues, as they become more aware of the wider implications that poor sleep patterns can have on levels of overall health.

In Q2 2020, FMCG Gurus surveyed consumers across 15 countries and found that 44% of consumers believe their sleep health has worsened in the last two years. This was a noticeable increase compared to the 36% of respondents who said this a year earlier, highlighting how COVID-19 is further impacting consumer well-being and eroding sleep quality.

Over the period April through July 2020, FMCG Gurus ran three waves of surveys on COVID-19, finding that on aggregate, 18% of consumers said they were more conscious about their sleep health because of the virus, while 40% of indicated they are now more conscious about their mental well-being. However, even before the pandemic, many consumers admitted they were not satisfied with their sleep health, something that can be attributed to the frantic nature of modern life.

Whether an unfortunate consequence of modern living or something self-inflicted, consumers feel more time-scarce than ever before.

To read this article in its entirety, check out the Sleep and stress – digital magazine.

Will Cowling is marketing manager at FMCG Gurus.