Over the last few months, award-winning US bedding brand Purecare has been digging into the data behind wellness and sleep, highlighting this growth in importance for UK and European consumers and why its own products are the perfect fit to meet this rising demand in wellness.
Not stopping there, Purecare decided to delve deeper. In its dedicated ‘Sleep Study’, the brand surveyed over 1,000 British consumers to better understand their sleep routines, priorities and habits, in relation to wellness and product insight. The results made for some interesting, and eye-opening, reading. Over the next series of articles with Purecare, we will uncover all of the results from the survey, with this month focusing around the questions put forward and some edge-of-your-seat responses.
In this first article of a multi-part series, we explore key early findings and the fascinating insights they reveal.
Diving straight in, the initial questions focused on sleep quality and routines. The largest group (25.1%) rated their sleep quality at 7 out of 10, showing room for improvement and aspiration. Demonstrated by only 1.6% recording the highest score for their quality of sleep. Almost half said they sleep between 7–8 hours a night, and a striking 69.5% prefer to sleep on their side, a position Purecare’s design team considered when designing their cooling Wave and Nano pillows.
Sleep disruptions and habits were also explored. With causes ranging from sharing a bed with your partner, temperature, noise, light conditions, to stress and discomfort. Notably, 60% said they feel too hot at night, and 49.6% cited stress or anxiety as major barriers to quality rest, clear evidence of a need for smarter sleep solutions that regulate temperature and soothe the senses.
With wellness in mind, a whopping 99.8% said sleep is important to their overall wellbeing. Investment levels varied, whilst being extremely positive. Only 5.3% of individuals were not interested in investing in their sleep wellbeing. 24.1% said they’d spend £50-£100 per year on improving sleep and overall wellbeing, with almost the same number committing to more investment per year of £100 to £250 (21.2%).
Again, similar numbers 18.4% would happily invest £250+ per year. With 6.2% indicating they would spend more than £500 per year. 20% were simply unsure. This signals not reluctance, but a clear opportunity: consumers increasingly recognise the importance of quality sleep and demonstrate a readiness to invest in it. With proven expertise and a purpose-driven approach, Purecare is ideally placed to lead this shift and deliver measurable improvements in sleep wellness.
“Many people understand sleep is vital, but not everyone knows how to improve it,” says Paul Lake, Purecare UK and Europe. “We see it as our responsibility to bridge that gap with products and education that make a measurable difference.”
Mattresses topped the list of perceived contributors to sleep quality (62.2%), followed by pillows (44.4%). Bedding as a whole registered at 12%, a figure Purecare sees as an opportunity to broaden awareness around the wider sleep ecosystem. Surprisingly, 33.4% of respondents said they do not use a mattress protector. Of the 33.4% who said no, 51.8% were simply unsure of why they’d need one. Others believed it wouldn’t help (27%) or saw it as too expensive (12%). The data also showed that with the use of non-waterproof protectors used, 81.4% representation may not be adequately protecting their mattress or creating a clean and hygienic sleep environment. Which not only highlights the importance of instore education of the customer during a sale, but a large opportunity for retailers to significantly grow sales within this category.
Highlighting this further, Purecare asked if the respondents knew the benefits of a mattress protector, with 40.7% saying ‘no’. This again highlights the need and power of educated in store sales representatives, and a wider opportunity, to raise the awareness of the key benefits behind using a mattress protector.
“Our research reveals that sleep wellness is of profound importance to the vast majority of individuals, highlighting valuable opportunities to further elevate the quality of rest. It also underscores the vital role that mattress protectors, pillows, and bedding play in fostering deeper, healthier sleep. It’s not just about selling a product it’s about showing consumers the ‘why’ behind it” Paul explains. Purecare is consistently dedicated to helping our retail partners, in communicating to customers the core benefits of a good sleep environment and how focused products can enhance their experience and sleep wellbeing.”
For example, only 24.3% said they believe mattress protectors improve sleep quality, with over half unsure. “That’s a huge opportunity,” adds Paul. “We know that quality protectors, especially those with advanced features like ours, make a real difference. Our job is to share that insight clearly and effectively.”
Take the OmniGuard Advance Mattress Protector for example which is recognised with the prestigious Good Housekeeping Award. “The OmniGuard Advance 5-Sided Mattress Protector stands out for its exceptional protective features, creating a barrier against moisture, allergens, dust mites, mould, and mildew,” Paul continued. “This comprehensive protection ensures a cleaner, healthier sleep environment, which is essential for maintaining a hygienic bedroom space. The mattress protector is designed to fit like a fitted sheet, making it compatible with both adjustable and standard bases, and accommodating various mattress depths.
“The Good Housekeeping Institute’s rigorous testing process, known for its thoroughness, evaluated the OmniGuard Advance 5-Sided Mattress Protector across several key parameters, including durability, effectiveness, and ease of use. The protector excelled in repelling liquids, resisting allergens, and maintaining its quality even after multiple washes. We’re dedicated to make the home the heart of wellness and our innovative sleep solutions continue to resonate with the market.”
The recent ‘Sleep Survey’ by Purecare adds further weight to wider industry research on wellness, sleep and overall wellbeing. According to one of YouGov’s most recent surveys, it polled adults in Great Britain on whether they are getting the ideal amount of sleep they’d like and the steps they’re taking to improve their sleep quality. Data from the survey revealed that three-fifths of Britons would ideally like to get eight hours or more of sleep a night (77%). However, only about a quarter of Britons say they get more than eight hours of sleep at night (25%), which creates a gap between the amount of sleep Britons hope to get and actually get.
Further supporting this metric is separate data from the Mental Health UK association, where it found that almost one in five people in the UK aren’t getting enough sleep. In addition, according to the latest Shopify Health and Wellness Trends 2025 report, consumers are actively looking to prioritise high-quality sleep and to invest in innovative products. It is anticipated that the UK bedding market is expected to grow by 8.2% this year, with 45% of consumers preferring sustainable bedding options, says data from the UK Bedding Market Trends Report 2024 by AndFacts.
“Our research doesn’t just align with industry data, it reinforces our position at the forefront of sleep wellness,” Paul concludes. “Having led the way in the US, we’re now bringing that same expertise, innovation, and unwavering commitment to the UK and European markets as we continue to redefine what exceptional sleep looks like.”
