Consumer Research Focus: Top 5 Factors Influencing Sleep

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Soft-Tex recently commissioned a large scale consumer research study in partnership with an independent 3rd party quantitative research firm, Vocci, LLC.  The study polled over 5000 participants across the U.S. and were screened that they owned and use a pillow and a mattress.

The first section of the survey asked respondents general attitude questions around sleep, health, and well-being and found several interesting results, including information about top factors influencing a quality night’s sleep.  Respondents were presented with multiple factors influencing sleep and were asked rank order options from most to least important.  Soft-Tex aggregated the results and looked at the percentage of the time each was included in respondents’ top 5 factors.

Of note, 3 of the top factors respondents most commonly selected as influencing a good night’s sleep were their sleep products – pillow, mattress, and the combination of sheets/comforter/blanket.  Other critical factors influencing sleep were observed to be environmental factors like cool temperature, low/no light, and low/no noise. Perhaps surprisingly, sleep aids (both prescription and over-the-counter) ranked much lower on the list overall despite that industry holding a much higher market size (est. $84.9 B) vs. sleep products (est. $67.15 B).

Slicing this data by age group, older consumers were even more likely to select sleep products as higher importance factors of influencing a good night’s sleep while younger consumers were more likely to cite sleep aids.

Factors that Most Influence Good Sleep Total

%

(n=5003)

Northeast

%

(n=860)

South

%

(n=1915)

Midwest

%

(n=1068)

West

%

(n=1160)

Gen Z

%

(n=252)

Millennial

%

(n=1501)

Gen X

%

(n=1471)

Boomer

%

(n=1779)

My pillow 74.2% 74.0% 74.4% 76.0% 72.6% 71.8% 72.0% 71.0% 79.1%
Temperature – must be cool 72.4% 72.2% 74.1% 72.8% 69.3% 73.0% 71.4% 72.5% 73.0%
My mattress 72.2% 74.4% 71.2% 71.0% 73.4% 66.3% 68.9% 69.3% 78.2%
My sheets, comforter and blankets 67.9% 67.9% 66.8% 69.9% 67.8% 67.1% 68.1% 65.1% 70.2%
Low light/no light 62.9% 62.9% 63.1% 62.5% 62.9% 63.9% 63.1% 61.8% 63.5%
Low/no noise 58.5% 58.3% 57.9% 57.3% 60.9% 60.7% 56.4% 57.7% 60.7%
Bedtime ritual/routine 46.2% 46.7% 45.5% 47.3% 45.7% 50.4% 44.9% 44.9% 47.6%
My mattress topper 33.1% 37.3% 33.2% 28.6% 33.8% 30.2% 35.4% 34.2% 30.6%
Sleep aids like tea, melatonin, etc. 29.1% 31.3% 29.7% 26.6% 28.9% 31.7% 31.9% 30.6% 25.2%
Temperature – must be warm 28.9% 31.9% 28.4% 27.2% 29.1% 30.2% 31.6% 28.7% 26.5%
Over-the-Counter sleep aids like Tylenol PM, etc. 26.9% 29.9% 28.0% 24.4% 25.3% 28.6% 29.1% 28.8% 23.3%
Prescription Sleep Aids 25.1% 29.2% 25.3% 23.4% 23.2% 22.6% 26.5% 26.9% 22.7%
Other 6.6% 6.9% 6.7% 7.0% 5.9% 8.3% 7.3% 7.1% 5.3%