Award-winning US bedding brand Purecare reveals more insight from its own Sleep Study as consumers prioritise sleep health and well-being.
It’s no secret that Purecare has been on a mission in the UK to raise the bar in providing sleep solutions. The brand recently conducted a dedicated ‘Sleep Study’ where it surveyed over 1,000 British consumers to better understand their sleep routines, priorities and habits, in relation to wellness and product insight.
Initial insights indicated that 99.8% said sleep is important to their overall wellbeing, while the largest group (25.1%) rated their sleep quality at 7 out of 10, showing room for improvement and aspiration. Furthermore, almost half said they sleep between 7–8 hours a night, and 69.5% prefer to sleep on their side, a position Purecare’s design team considered when designing their cooling Wave and Nano pillows.
Shifting the focus, this article will look at how beneficial sleep made people feel and why health and well-being is paramount, while exploring the difference between Sleep Hygiene vs. Sleep Wellness. To kick things off, 42% said that they feel significantly better, more productive and focussed after a good night’s sleep as opposed to a poor one. Moreover, 10.3% said they felt ‘dramatically better’, while 28.6% said they felt ‘moderately better’. Only 3.9% said that felt no noticeable difference. This indicates a clear impression that a good night’s sleep is crucial.
When asked about what has the greatest impact on the quality of your sleep, 62.2% said their mattress, while 44.4% said pillows and 12% indicated bedding. “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.
“With the results highlighting some interesting reading towards bedding, we see this as an opportunity to broaden awareness around the wider sleep ecosystem. It was no surprise to then see that 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, while 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% of respondents may not be adequately protecting their mattress or creating a clean and hygienic sleep environment. This 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.
Furthermore, it opens the conversation to explore the differences between sleep hygiene and sleep wellness, with both elements ingrained in Purecare’s philosophy. “With every fibre of our being and stitch of our fabric, we care about the sleep quality and wellness of everybody and every body. This is why we design products with one simple mission: to wrap the world in whole-body care and comfort. Because when we sleep well, we rise to live well too.”
It’s a powerful mission statement that touches on a couple of keywords, ‘quality’ and ‘wellness’. Focusing on the latter, to achieve overall sleep wellness, the quality of products used, combined with good sleeping practices, are paramount. And that’s where Purecare excels. However, when terms like sleep hygiene and sleep wellness are used, perhaps people think they are two of the same things. They cross over, but the fundamental concept behind both terms is different.
“Sleep hygiene and sleep wellness both sound fancy, but they’re actually pretty straightforward,” Paul said. “Sleep wellness is about the routines, habits, nutrition and specialist products that help us fall asleep and wake up feeling refreshed. Things like winding down before bed, limiting screen time, avoiding caffeine late in the day, and choosing the right mattress, pillow, and bedding for your needs.
“Sleep hygiene, on the other hand, focuses on the physical cleanliness of your sleep environment and looking at what’s building up in your mattress and pillow if unprotected. For example, a study conducted by Barts and The London NHS Trust found that after two years of use, more than one-third of a pillow’s weight can come from dead skin, dust mites, their droppings, and bacteria.
“Most people don’t realise we shed up to a gram and a half of skin daily and sweat roughly 98 litres a year while we sleep. Without proper protection, like mattress and pillow covers, this buildup creates a breeding ground for dust mites, bacteria, fungi, and allergens. You can’t simply just put a mattress in a washing machine.
“Good sleep hygiene starts by creating a clean sleep zone, one you can easily and regularly wash, like using mattress protection, pillow protectors, and fresh bedding. Not only does this promote a healthier sleeping environment, but it also helps preserve the condition and extend the lifespan of your mattress.”
Back to the study, 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,” Paul continued. “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. 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, 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 said. “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.”
