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Brief Published: 1 Apr 2021

Three-Minute Trend: Surveying the Sleep Economy

After naming circadian health as one of our Five Wellness Trends to Watch for 2021, we've seen a slew of new services and apps targeting the sleep economy – expected to be worth $532bn by 2026 – as well as cultural concepts exploring the realm of dreams.

Sleep and stress are not happy bedfellows, with Covid-19 adversely affecting sleeping habits worldwide (WeForum, 2021). Accordingly, searches for sleep apps have surged by 104% over the past year (Uswitch, 2021), and the market for sleep-tech aids is forecast to grow by 6.8% annually to 2025 (BCC Research, 2021).

Consumers are turning to new tools like the Loóna app, which helps subscribers unwind with guided 'sleepscapes' combining ambient music, creative mindfulness tasks and storytelling. Meanwhile, academics and museums alike are crowdsourcing consumers' dreams to unpick how Covid-19 upheaval is playing out while we sleep. From gaming to fashion to F&B, sleep-centric products are proliferating.

In this Three-Minute Trend, Estella Shardlow, Stylus' acting senior editor of Consumer Attitudes & Technology, tracks some of the most exciting new launches helping to optimise stressed consumers' sleep, and explains why brands across industries should be investing in the rest economy.

In this time of accelerated change and global volatility, Stylus' Three-Minute Trend videos offer short, sharp insights into the business challenges and commercial opportunities that matter right now, whatever industry you're in.

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