Sleep cosmetics: which products are winners?

In the beginning of the year many people resolve to change certain habits and accomplish a personal goal. Health and wellbeing are usually seen as the most important areas to be addressed with a New Year’s resolution, as improving them requires long-term commitments.

Using a multi-answer steer we asked a nationally representative sample (NatRep) of 508 consumers whether any of the ten suggested health- and wellbeing-related goals were relevant to them. The positive responses are ranked below:

These results are undoubtedly significant for a number of products and services providers. Sustained interest towards active lifestyles is likely to support sales of gym memberships, sports equipment, food and drink for sport. Commitment to staying hydrated from the other hand could be related to the use of new tracking devices and equipment promoting drinking water. 

As it currently is mid-winter, however, we were particularly interested in the “sleep more” goal. Longer winter nights mean that we get limited light exposure, which makes us feel like we need more sleep. 

Based on a NatRep conditioned steer, the result above provides an overview of differences in responses by age and gender. “Sleep more” is only slightly more important to men than to women, however age differences reveal a trend:

The score of importance above is the deviation from the average, measured in percentage points. According to it, consumers aged 35 and over are the likely adopters of sleep enhancing cosmetics, with the youngest within this group scoring highest. As for gender, in spite of the fact that sleep is almost as important to men, we assume that sleep cosmetics are mostly targeted at women, who would typically be shopping for them, even if male family members also use them.

Companies have been targeting sleep-deprived segment of the population with a wide range of solutions, from supplements to aromatherapy, made of sleep-promoting ingredients like melatonin in the case of the former and encouraging melatonin production in the case of the latter. Being interested in cosmetics rather than supplements, we based our next two preference steers on a selection of 13 best pre-sleep skincare products, recently published by The Independent.

We split ten options randomly and published the two steers to women aged 35-64. Each steer presented the respondent with three products at a time until all possible combinations had been shown. The results below show exclusive preferences, where the same product has been picked every time it has been shown:

Around a third of female consumers aged 35+ are not interested in any of the presented products. As the options above are exhaustive of the sleep cosmetics market in terms of product types, we can tentatively conclude that these rejectors may not place importance on improving sleep and are, therefore, not interested in any sleep cosmetics.

With these preference steers we aimed to obtain a sense of the current state of the sleep cosmetics market, rather than test the success of specific products. However, we still chose to show products with their pictures and descriptions, so that our panel can choose from finished products, rather than vague concepts. As a next step we generalised the products by type and obtained the ranking below:

The top two options, sleep mist and facial night oil, are obvious outliers in the category, which leads us to the conclusion that they are the best product choices for companies willing to enter the sleep cosmetics market in the UK and gain a substantial, rather than niche, share in it.

Vypr can inform strategic decisions by establishing the actual consumer preferences. It provides the tools to firstly identify the most likely product adopters and consequently target them with specific questions in order to optimise the validity of the responses obtained.