Top Sleep Trends of 2023
Our hand-picked collection of the top sleep trends of 2023. The topics in this report on today’s emerging sleep trends are selected for their high growth across sites including Google, TikTok, Instagram, Reddit, Twitter, YouTube, and Amazon. Read more about how we track global trends.
Loop Earplugs is a brand of earplugs designed to block out or reduce noise to comfortable levels. The earplugs come with either silicone or memory foam ear tips and are available in a variety of colors and styles. … Read more
CBN gummies are cannabis-infused gummy bears that are meant to provide relief from anxiety, pain, and insomnia. The gummies are made with cannabidiol (CBN), a non-psychoactive cannabinoid that is said to provide therapeutic benefits. … Read more
Thuma Bed is a modern bed brand that offers bed frames that are easily assembled or disassembled. The bed also uses environmentally friendly, upcycled, and repurposed rubberwood as main material. … Read more
Mouth Tape is a type of tape that is meant to be placed over the mouth to improve posture and alignment. The tape is said to help with everything from headaches to jaw pain to improving breathing. … Read more
Bamboo pajamas are pajamas made from bamboo fabric. The fabric is said to be softer and more absorbent than traditional cotton pajamas, and is also said to be more environmentally friendly. … Read more
The SlumberPod is a portable small pod or private sleeping space that is designed for use as a sleep solution for toddlers and babies. The pod is meant to provide a dark, quiet, and relaxing environment that is conducive to sleep. … Read more
LoFi music is a type of music that is characterized by its low fidelity sound. The music is often created by using simple equipment and techniques, and the resulting sound is often described as warm and mellow. … Read more
The Oura Ring is a ring that is designed to track various health metrics, such as heart rate, sleep quality, and activity levels. The ring is said to be able to provide insights on how to improve sleep, activity, and overall health. … Read more
Eight Sleep is a company that creates mattresses and bedding that are designed to improve sleep. The company's products use technology to track sleep, provide feedback on sleep quality, and adjust the temperature of the bed to optimize sleep. … Read more
Inspire Sleep Apnea
Inspire Sleep Apnea is a medical device and CPAP-alternative that is used to treat sleep apnea. The small, implantable device is inserted under the skin below the collarbone and helps to keep the airway open during sleep by delivering mild stimulation to key airway muscles. … Read more
A sleep bonnet is a hat-like garment that is worn while sleeping in order to keep the hair from becoming matted and tangled. The sleep bonnet is often made from a lightweight and breathable fabric and is adjustable to fit most head sizes. … Read more
A sleep ring is a ring that is meant to be worn on the finger to track sleep quality. The ring monitors heart rate, movement, and breathing patterns to provide data on how well the user slept. The data can be used to make adjustments to improve sleep quality. … Read more
Rain Sounds For Sleeping
Rain sounds for sleeping are recordings of rainfall that are meant to be listened to while sleeping. The sounds are said to be calming and relaxing, and are often used as a sleep aid. … Read more
A baby lounger is a piece of furniture that is designed to provide a safe and comfortable place for a baby to sleep or relax. The lounger typically has a soft, cushioned surface and may include features such as a built-in vibrator or music player. … Read more
Whoop is a wearable device that monitors and collects data on an individual's sleep, recovery, and stress. The data is then used to create a personalized plan for improving sleep and overall health. … Read more
A coverless duvet is a duvet that does not have a cover. The duvet is meant to be placed directly on the bedding and is usually filled with down, feathers, or synthetic materials. The coverless duvet is popular among those who want a more minimalist look in their bedroom. … Read more
Sounds For Sleeping
Sounds for sleeping are a variety of sounds that have been found to be helpful for sleeping. These sounds can be calming and relaxing, and can help to block out distractions and noise. Some of the most popular sounds for sleeping include white noise, nature sounds, and ASMR. … Read more
A sleep jar is a jar that is filled with a material that is meant to promote relaxation and sleep. The most common material used is lavender, but other materials such as chamomile or valerian root can also be used. The jar is meant to be used as a nighttime ritual to help the user relax and fall asleep. … Read more
Mirtazapine For Sleep
Mirtazapine is a medication that is prescribed for the treatment of insomnia. The medication is a sedative that helps to promote sleep by decreasing the time it takes to fall asleep and increasing the duration of sleep. … Read more
Egg Crate Mattress Topper
An egg crate mattress topper is a foam topper that is designed to add extra cushioning and support to a mattress. The topper is made up of a series of egg-shaped cells that are meant to contour to the body and relieve pressure points. … Read more
Melatonin Spray is a spray that is designed to help people fall asleep. The spray contains the hormone melatonin, which is said to help regulate the body’s natural sleep cycle. … Read more
Low Profile Bed Frame
A low profile bed frame is a bed frame that is designed to be low to the ground. This is beneficial for people who have difficulty getting in and out of bed, as well as for those who want to create a more minimalist look in their bedroom. … Read more
Trend Highlight – Why Consumers are Taping Their Mouths Shut at Night
The trend of taping one's mouth shut at night in order to gain a better sleep and reduce dry mouth, snoring, and throat soreness is gradually making its way to the mainstream, and manufacturers are beginning to cash in with "sleep strips" which are essentially just branded strips of tape priced at enormous markups.
While American consumers are increasingly looking for DIY healthcare solutions, many will also likely have safety concerns about using conventional tape on their mouths at night, fearing they may stop breathing. Companies offering peace of mind can charge a premium — so much so that "sleep strips" are priced at 20-100x more than paper tape on Amazon, despite the two products being functionally the same.
The trend echoes several other popular healthcare products that originated as DIY tools, including the Theragun and Hypervolt, whose brand-name products can sell for $400 or more, mitigating consumers' fears of being harmed by a (much cheaper) homemade device.
Trend Highlight – The Surging Popularity of Blackout Curtains and Blackout Tents
Blackout curtains have grown in popularity nearly exponentially over the past 4 decades, but their peak popularity, and when they were in fact invented, was actually at the height of WWII – for fascinating reasons.
Ironically, they were invented to keep light from escaping, not the other way around as they’re used today. Without sophisticated tracking systems, German aircraft relied on sight during bombing runs and so the European Allies instituted blackouts and recommended blackout curtains. With a completely dark city, the German bomber planes struggled to see where to drop their bombs and many historians credit millions of lives saved to the blackout efforts.
Today, blackout curtains are common among consumers. And as lights get cheaper and more widespread (LED prices dropped nearly 98% over the past decade alone), darkness is turning into a luxury: 99% of the population experiences a noticeable level of light pollution, and it’s rising at around 2% per year. Already, one-third of the global population cannot see the Milky Way.
Abundant screens at home and light pollution outside make it harder than ever to get complete darkness. As sales of sleep masks and blackout curtains have risen, and consumers are used to darkness even after the sun rises, the camping world has been forced to adapt by offering blackout tents.
One of the biggest complaints about camping is getting a poor night’s sleep. By solving for sleep quality with blackout tents, multinational camping brands like Coleman are removing a large bottleneck to camping adoption and unlocking a much larger market to whom they can sell their line of camping gear.
Now, tent manufacturers are expanding their business even further to an unexpected source: parents are putting their babies in tents - when traveling - to help them sleep.
On Reddit and other forums, parents commonly complain of needing to cover the windows so their babies sleep better when traveling. And sellers are able to charge an additional baby premium: companies like SlumberPod price at 40% more, on average, and sales are growing rapidly.
Trend Highlight – Why Bamboo Pajamas Are Such A Popular Trend
Bamboo sheets have been a growing trend for years but bamboo pajamas have just recently started growing in popularity. They are a cheaper solution: enough bamboo fabric to cover a person once instead of a bed twice.
45% of couples report arguing over sleeping temperature so products that let individuals choose their own preferred temperature help resolve the issue. Given its unique property of wicking moisture, bamboo clothing can help keep body temperatures stable throughout the night. Bamboo pajama brands are leaning into this and running ads promising to help reduce sleep-related conflict.
Bamboo fabric is also pitched as environmentally friendly compared to cotton. Bamboo requires little water, the plants grow back after getting cut down, and they don’t need pesticides. As more consumers start making environmentally conscious decisions, existing products can be rebuilt using more eco-friendly materials.
Trend Highlight – CBN Gummies are the new CBD Gummies
A huge portion of US online sales, at some point, touch 1 of 3 players: either Google’s ads, Facebook’s ads, or Amazon’s marketplace. But all 3 ban CBD, making it challenging for CBD sellers to do basic online marketing.
Although CBD was rising, it peaked in 2019. Today, CBN, a subcomponent of THC, is able to bypass these limitations as it’s not listed as a schedule 1 drug.
While still very early and low volume compared to CBD, CBN is growing at a rapid rate. Searches for CBN gummies grew nearly 3X over the past 12 months and is most commonly used for sleep as a substitute for Melatonin, the supplement consumers spent over a billion dollars on last year.
More broadly, the rise of gummies as a form factor for supplements has a fascinating backstory with roundabout roots: marijuana legalization. As more states effectively legalized recreational marijuana, the market expanded—but new customers weren’t necessarily interested in smoking, so dispensaries started offering other delivery mechanisms, like gummies. Gummies are fairly easy to make, and the sugar and other flavorings can cover up less pleasant tastes. This created a category of gummies that a) had an active ingredient other than sugar, and b) could only be purchased by adults.
Trend Highlight – Why Sleep Bonnets Are So Popular
An increasingly common theme is the reformatting of physical products: Rather than buying a sauna, many consumers are buying sauna blankets. And rather than turning the air conditioner all the way up at night, many are resorting to cooling blankets.
When it comes to hair care, consumers are increasingly looking to sleep on softer materials like silk and satin which can reduce friction on the hair when tossing and turning. This leads to less static electricity which means less frizz, and less of a “bed head” look upon waking.
But while many sleep and bedding brands are focused on sheets made of these materials, others are behind the increasingly popular sleep bonnet - a soft hair covering worn while sleeping. Like sauna blankets, sleep bonnets are a localized solution to the problem: instead of buying satin or silk sheets and pillowcases, it’s just a single covering over the hair.
And while some products sell utility, others sell optionality: they don't necessarily let you do something new, but they give you more flexibility around when you do things. Sleep bonnets partly fit into this category: they let consumers schedule their hair care routines for the evening, without worrying that their efforts will be wasted the next morning. This turns hair care from a time-sensitive chore to a way to relax at the end of the day. It's in the same category as meal prep, soylent, and programmable coffee machines—a way to shift certain activities to a time when there's less pressure to get things done fast.
Trend Highlight – Why LoFi Music Is So Popular
For millions of listeners, LoFi music is the soundtrack to their workdays, study sessions, and sleep. But the phenomenon isn't just about the beats — there's a fascinating backstory to the trend's rise in popularity.
The mellow, ambient sounds owe their ascent in part to a change YouTube and Spotify made to their ranking algorithms, which started to prioritize the watch/listen duration as a proxy for engagement, rather than just looking at likes and clicks. This gave an advantage to content that users could press "play" on and let go for hours on end, like "lo-fi for working/relaxing/studying" playlists and livestreams.
Top LoFi hip-hop YouTube channels have racked up millions of subscribers by offering endless loops of music to help relax, work, and study, often through 24-hour livestream radio channels. Spotify's wide array of "chill" playlists likewise promises to help ease stress and be unobtrusive enough to leave on all day.
The channels have carved out a niche as a middle option between FM radio — where stations are highly regulated and manned 24/7 — and Spotify or Apple Music's algorithmically generated playlists.
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