Nowadays, with the fast-paced life, more and more people suffer from sleep problems. At the same time, with the development of modernization, the group of sleep disorders may reach a new volume, and the increasing number of insomniacs naturally leads to the growth of sleep aid products. As people pay more and more attention to healthy sleep, the demand for related products has expanded, and the sleep economy has entered the stage.
The current sleep economy is mainly divided into three categories: medical and health care auxiliary products, hardware home furnishing, and online sleep aid APP. Drug health care refers to sleeping pills, melatonin, sleep-aiding functional foods and drinks, etc.; online sleep-aiding apps refer to some tool-type apps; hardware home mainly includes bedding, such as mattresses, and smart pillows.
【Pharmaceutical and health supplementary products】
First of all, let's take a look at the market situation of pharmaceutical and health supplementary products. According to data from Whale Staff Platform, in July, the sales volume of sleep-improving products on Jingdong platform exceeded 290,000, and the sales volume was nearly 36 million, a slight increase compared with last year.
*The data comes from Staff Whale-Industry Trend Analysis (acquired from public channels, the data is for reference only)
When it comes to medicine and health care products, we can easily think of melatonin, an internet celebrity sleep aid. In the list of hot-selling products for sleep-improving health care products, we can see that most of the top 10 best-selling products are melatonin launched by different brands for different groups of people, and the forms of the products are also quite diverse, including chewable tablets, capsules, Melatonin sleep gummies and more.
However, some researchers believe that excessive use of melatonin will have other side effects, so some consumers will remain cautious and stand on the use of melatonin. In contrast, this type of consumer group prefers to improve their sleep through some functional drinks that do not contain melatonin, such as the "herbal conditioning melatonin-free calm oral drink" that is at the top of the hot-selling list. Liquid", the sales of this single product exceeded 1.5 million in July.
*The data comes from Whale Staff - Analysis of Hot Products (obtained from public channels, the data is for reference only)
【Hardware Home】
Among the young consumer groups, many people hold a wait-and-see attitude towards functional health food and dare not eat health care products indiscriminately. Therefore, many people start directly from the home scene and want to create a comfortable sleeping atmosphere for themselves. In the home furnishing market, memory pillows and memory foam mattresses are favored by many insomniacs.
Let's look at the memory pillow first.
According to the data displayed on the Whale Staff platform, in July, the sales volume of memory pillows on the Jingdong platform was 130,000+, an increase of about 6% year-on-year; the sales volume was nearly 27 million, an increase of about 33% year-on-year.
*The data comes from Staff Whale-Industry Trend Analysis (obtained from public channels, the data is for reference only)
In the memory pillow market, the sales performance of the Atour Planet brand ranked first. In July, the brand sales exceeded 9 million, accounting for 34% of the market. In addition, the sales of Dr. Sleep, Tempur, Nanjiren, Palm Doctor, Dream Lily and other brands all exceeded one million in the month. Among them, Dr. Sleep, Tempur, and Antarctica accounted for more than 5% of the market.
*The data comes from Staff Whale-Brand Ranking Analysis (obtained from public channels, the data is for reference only)
Then look at the memory foam mattress.
Whale staff data shows that in July, the sales volume of memory foam mattresses was 2,000+, a year-on-year increase of about 69%; sales were nearly 3.5 million, a year-on-year increase of about 70%. Judging from the data, the sales of memory foam mattresses have increased significantly compared with last year.
*The data comes from Staff Whale-Industry Trend Analysis (obtained from public channels, the data is for reference only)
Compared with memory pillows, the market concentration of memory foam mattresses is significantly higher, with CR10 accounting for more than 95%. The top three best-selling brands are Blue Box, Mengbaihe and Xilinmen, all of which occupy a considerable market share in the market. Among them, the sales of the blue box brand exceeded one million in July, accounting for nearly 31% of the market, and the market shares of Mengbaihe and Xilinmen were about 19% and 16% respectively.
*The data comes from Staff Whale-Brand Ranking Analysis (obtained from public channels, the data is for reference only)
In addition, driven by a large number of consumers and capital, various apps for meditation and sleep aids have gradually appeared on the market, and these products are also quite popular in the market.
In short, consumers with insomnia are driving the rapid development of the sleep economy, and as sleep problems are paid more and more attention, the market size of the sleep industry is expected to expand.
Whale staff data comes from public channels, the data acquisition may be incomplete, and the analysis results are for reference only.
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