The primary objective of this survey is to understand the sleep patterns, preferences, and issues faced by Indian consumers and how these factors influence their choices in mattresses and bedding products. The study aims to gather insights into consumer behavior, preferences, and expectations regarding sleep quality and its impact on overall health and fitness, including potential interest in sleep tools_expert consultations, and well-being initiatives such as yoga and diet advice

Quantitative Surveys : Conducted structured surveys among consumers in India to gather quantitative data on their perception, preference, and satisfaction levels with the Sleep related parameters.
In-depth Interviews : Conducted qualitative interviews with a subset of consumers to delve deeper into their attitudes, motivations, and experiences with the current sleep related parameters.
Sample size and coverageThe sample comprises 53 respondents, predominantly aged 18-24, with a few participants from other age groups (25-34, 35-44, 45-54, 55-64, 65+). The maìority of respondents are students and employed individuals, with a smaller number of self- employed, unemployed, and retired participants. Geographically, the participants are spread across various Indian cities.
Data collectionData was collected through a structured questionnaire that covered various aspects of sleep patterns, preferences, and issues. The questionnaire included both multiple-choice and open-ended questions, allowing for a complete in-depth comprehensive analysis of quantitative and qualitative data.
Qualitative Insights
- Most of the Customers in the higher age groups feels that the decision of which mattress to buy is mainly done by their children.
- Sometimes there will be a recommendation on the brand and type of mattress to buy.
- Lack of sleep, heat generation and discomfort after long hours of sitting on the mattress, uncomfortable surface for watching TV etc are some of the pain points listed by the Customers
- Frequency of sleeping among older customers has to be considered as there might be multiple intervals for having sleep
- Good sleep for couple of hours are the key expectations from older aged customers

Information Areas
- Demographics : Age, Gender, Occupation, Location
- Sleep Patterns : Average hours of sleep per night, preferred sleep position, type of mattress preferred
- Sleep Routine : Consistency of bedtime routine, activities included in the bedtime routine.
- Sleep Disorders : Experience of sleep disorders and factors contributing to poor sleep quality.
- Awareness and Use of Sleep Aids : _wareness and usage of sleep aids (eg.. melatonin supplements, sleep apps)
- Criteria for Mattress Selection : Important criteria when selecting a mattress.
- Influence on Purchasing Decisions : Impact of online reviews, ratings, and recommendations from friends and family.
- Impact of Poor Sleep : Effects on physical and mental health, connection between sleep quality and fitness performance.
- Interest in .ell..eing Programs : Interest in integrated well-being programs, sleep tracking tools, smart mattresses, expert consultations, and wellness workshops.


Educate Your Consumers

Quantitative Research Findings
Average Sleep Duration
On average, how many hours do you sleep per night?
The majority of respondents (approximately 60%) sleep between 6-7 hours per night. A smaller percentage sleep less than 5 hours or more than 8 hours.


Preferred Sleep Position
What is your preferred sleep position?
The most common sleep position is side sleeping, followed by back and stomach sleeping. A few respondents reported a combination of positions.
Type of Mattress Preferred
What type of mattress do you prefer to sleep on?
Firm mattresses are the most preferred mattresses (43%), followed by medium-firm(41%) and soft(13%).

Bedtime Routine
Consistency of Bedtime Routine: About half of the respondents have a consistent bedtime routine, while the other half do not or only sometimes maintain one. Activities Before Bed: The most common activities before bed include using mobile devices (70%)
, reading (53%), and watching TV(43%).

Sleep disorders and factors
Common Sleep Disorders : The most frequently reported sleep disorders are insomnia (41%) and restless leg syndrome (34%) followed by night terrors (32.1%).


Factors associating poor sleep
The Primary Factors affecting sleep quality include stress (92%), irregular work schedules(58%) followed by noise (34.6%). Health Issues (17.3%) & Uncomfortable mattresses (19.2%) are the last.
Impact of poor sleep on health
Poor sleep leads to Headaches in almost 75% of the people followed by Fatigue (54%) and Weight Gain (54%).


Impact on mental health
Increased Stress (62%), Anxiety (62%) and decreased productivity (52%) are common mental health issues due to poor sleep.

Interest in well-being programs and tools
Well-being Programs : There is strong interest in integrated well-being programs combining sleep health with fitness, yoga, and diet advice (75%).
Sleep Tracking Tools and Smart Mattresses : Many respondents we interviewed are pretty interested to start using sleep tracking tools, but are not very comfortable with wearables (41%). More than 50% respondents are ready to invest in smart mattresses with built-in sleep tracking features. They are not willing to consult with a sleep expert or therapist to improve your sleep quality (40%). When asked ‘Would you attend workshops on sleep improvement and wellness that include yoga and diet advice?’ (62%) of the respondents said yes.
The way forward
This study provides valuable insights into the sleep patterns, preferences, and issues faced by Indian consumers. The findings can guide mattress manufacturers and wellness providers in developing products and services that cater to the specific needs of their target audience. ultimately enhancing sleep quality and overall well-being. By addressing the factors contributing to poor sleep and leveraging technological advancements, businesses can create innovative solutions that resonate with consumers’ preferences and expectations. fostering a healthier and more rested society.