The UK cannot sleep at night as we worry about health and bills
28 July 2014
As stress and sleep issues are becoming a common concern among UK consumers, many are in need for stress relieving and sleep enhancing products. According to Canadean, this development presents a great market opportunity for FMCG companies.
A new Canadean survey finds that 38% of UK adults have sleep deprivation issues and 36% suffer from stress. Moreover, one in every five consumers with sleep issues have been suffering from sleep deprivation for more than six months. Participants indicate that their greatest concerns are health worries (44%) and worries of day-to-day bills (36%), closely followed by those worried about personal relationships (29%).
Sleep deprivation has consequences for economy
With one in five consumers suffering from sleep issues lasting over six months, there are a lot of implications that will eventually hit the economy. In the short-term sufferers may be drowsy with decreased performance and alertness, which will leave them prone to accidents in the workplace and more sick-days. In the long-term sleep deprivation can contribute towards more serious medical complaints such as high blood pressure, obesity and depression. This can be followed by higher levels of sickness and eventually sleep deprivation could reduce the UK labour force.
Stress relieving and sleep enhancing products present market opportunity
Mental well-being and sleep patterns remain a taboo subject across the majority of society, which only contributes to the stress that consumers are feeling. It reveals, however, that a large part of society is in need of stress relieving and sleep enhancing products. To combat stress, consumers are demanding solutions from FMCG companies which, in turn, need to be targeting these secret worriers. Kirsty Nolan, analyst at Canadean says: “Manufacturers are already capitalising on the trend. In the last few months P&G has launched a range of 'Sleep Serenity' room fragrances under the Febreeze brand which are designed to relax consumers and promote an environment suitable for a good night’s sleep. Brand stores have also responded with The Body Shop launching the 'Deep Sleep' range and Molton Brown with a 'Relax & Sleep Well' range.” Canadean predicts that these market opportunities span beyond personal care, as consumers move on from soothing hot drinks and turn towards over-the-counter sleep enhancing medicines and treatments to help them unwind.
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All numbers used here are based on a recent Canadean Consumer survey of answers from 2,000 UK-based adults. The survey was conducted in February 2014.
P&G has launched a range of 'Sleep Serenity' room fragrances under the Febreeze brand which are designed to relax consumers and promote an environment suitable for a good night’s sleep.
The Body Shop suggests to spritz its 'Deep Sleep Dreamy Pillow & Body Mist' on the body or bedlinen before going to sleep.
Molton Brown claims that its 'Relax & Sleep Well' range contains ingredients that help promote relaxation and aid good rest.
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