Paul Lake, Purecare UK and Europe, reflects on its Sleep Study results, sharing all the key findings and where sleep wellness goes next.
Over the past year, Purecare’s UK Sleep Study has offered a rare, detailed look into how British consumers really sleep, how they feel about rest, and where the biggest gaps lie between belief and behaviour. Surveying more than 1,000 respondents, the research has become the foundation for a deeper conversation around wellness, product innovation, and education both in store and at home.
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 of 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.
Drilling down further, 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. 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.
As the industry enters 2026, the study continues to shape how Purecare communicates, innovates, and plans for the future. We found out more about the reaction and what’s next for the brand.
What have you learnt from the Sleep Study?
One of the clearest findings from the research is that people care deeply about sleep, but many are not sleeping as well as they would like. While 99.8 percent of respondents said sleep is important to their overall wellbeing, average sleep quality scores hovered around the mid range, with the largest group rating their sleep a 7 out of 10. Only a very small percentage rated their sleep as excellent.
Most respondents reported sleeping between seven and eight hours per night, which aligns with national recommendations, yet almost half said they regularly experience disrupted sleep. The most common causes were stress and anxiety at 49.6 percent and overheating at night at 60 percent.
Sleeping position also emerged as a major insight. Nearly 70 percent of respondents identified as side sleepers, which has reinforced the importance of targeted ergonomic support through pillows and pressure relieving sleep surfaces.
Perhaps most revealing was the gap between awareness and action. While sleep is valued, only around a quarter of respondents believe products such as mattress protectors actively improve sleep quality, and over a third do not use one at all.
How has this helped shape your communication with customers?
The study has fundamentally shifted how Purecare talks about sleep. Instead of leading with product specifications alone, communication now starts with empathy and understanding. Customers are tired, often stressed, and searching for solutions that feel manageable rather than overwhelming.
By using the data, Purecare can now explain not just what a product does, but why it matters. For example, explaining how a breathable mattress protector can help regulate temperature, reduce allergens, and remove worry around hygiene resonates far more than talking purely about waterproof performance.
The same applies to pillows. With such a high percentage of side sleepers, Purecare’s Wave and Nano Pillows are now positioned as solutions for real sleeping habits, not generic comfort products.
Retailers have responded positively to this shift, as it enables more meaningful conversations that focus on wellbeing rather than upselling.
Are there any further areas you are looking to explore from this research?
Yes. While the study has already uncovered valuable insights, there are still areas Purecare is keen to explore further. These include seasonal sleep patterns, particularly how winter and summer environments affect rest, and how life stages such as parenthood or retirement influence sleep routines.
Purecare is also interested in exploring behavioural change over time. Many respondents expressed uncertainty about sleep products rather than resistance, suggesting education could significantly influence habits. Tracking how awareness evolves is a natural next step.
Why was it important to do this study?
The sleep category has historically been driven by assumptions. This study replaced assumptions with evidence. By understanding how people actually sleep, how they feel the next day, and what stops them from resting well, Purecare can design products with genuine purpose.
It was also important to elevate the conversation around sleep wellness. The data clearly shows that sleep hygiene, physical cleanliness, emotional calm, and environmental comfort are all interconnected. Treating sleep as a system rather than a single purchase is essential for long term wellbeing.
What has the response been like?
The response from both retailers and consumers has been overwhelmingly positive. Retail partners have welcomed the clarity the data provides, particularly around education opportunities. Consumers, meanwhile, have responded well to messaging that reflects their lived experience.
The study has also supported Purecare’s recognition across the industry. In 2025, the brand was awarded Good Housekeeping Approved status, Best Mattress Protection Provider by Interiors Monthly, and Best Bedding Supplier by Big Furniture Group. These accolades reflect both product performance and the credibility of a data led approach.
Can you share what is next for Purecare in 2026?
2026 will be a year of more product, more innovation, and more research. Purecare is continuing to expand its temperature regulating range, refine ergonomic support across pillows, and explore new materials that enhance both comfort and sustainability.
Further research will build on the existing Sleep Study, allowing Purecare to track changes in behaviour and deepen its understanding of the modern sleep environment.
Retailers will also see increased support through training, insight sharing, and collaborative education initiatives designed to help customers make confident, informed decisions.
Final thought…
Perhaps the most important lesson from the Sleep Study is that sleep is no longer a niche conversation. It is central to how people feel, function, and live. From mindfulness and nightly rituals to hygiene and temperature control, every detail matters.
Purecare’s mission remains simple. To make the home the heart of wellness and to help people sleep better, live better, and wake up ready for the day ahead.
Retailers can meet the Purecare team and explore what is next at the January Furniture Show 2026, Stand 5 A51, where innovation, insight, and award winning products come together.
