Purecare’s latest data highlights how age, gender and life stage influence wellness spending.
Award-winning bedding brand Purecare continues its deep dive into the science and sentiment behind sleep wellness. Now in its fourth chapter, the UK Sleep Study explores how age, gender and life stage influence not just how we sleep, but how we prioritise and invest in products that support healthier, more restorative rest.
“Understanding who is sleeping how and why is more than data analysis,” says Paul Lake, Purecare UK and Europe. “It’s about connecting insight to innovation. Using what we learn to create better products and drive more relevant in-store conversations around wellness.”
Sleep Quality and Hygiene: Differences by Age
Respondents aged 46 to 55 reported the highest average sleep quality (6.47/10), while those aged 26 to 35 rated theirs the lowest (6.23/10). Older adults also reported more consistent mattress care routines. This may reflect more settled lifestyles or greater awareness of sleep hygiene, both important factors in maintaining long-term rest quality.
While this doesn’t automatically indicate greater spending, it does suggest a potential openness to long-term sleep wellness investments. Purecare’s OmniGuard Advance 5 Sided Mattress Protector, which earned the Good Housekeeping Approved 2025 seal, offers waterproof, breathable, allergen-blocking protection. It aligns well with wellness routines centred around proactive hygiene and rest support.
Stage of Life Matters
Across life stages, different needs and behaviours emerged. Those working full-time often cited time constraints as barriers to rest. In contrast, retired or semi-retired respondents reported higher engagement with sleep routines, including mattress maintenance and product use. These patterns highlight opportunities to tailor communication and product positioning based on lifestyle, not just age.
Younger adults, for example, may benefit from understanding how products like cooling protectors, pillows designed to help with your preferred sleep position, and bamboo-blend sheets can improve sleep in dynamic, high-stress environments. Purecare’s product design, particularly in temperature regulation and zoned pillow support, responds directly to these needs.
Gender Insights: Similar Beliefs, Slight Differences
Sleep wellness is valued across all genders. While men rated their sleep slightly higher than women (6.46 vs. 6.24 out of 10), both groups shared similar sleep hygiene habits, including a high percentage (over 41%) who never clean their mattress.
Despite frequent issues like spills, allergens and odours, reported by over 36% of respondents, only 24% believe mattress protectors improve sleep. This highlights a gap in product awareness that Purecare continues to bridge with high-performance, wellness-focused solutions that pair comfort with hygiene benefits.
The Willingness to Invest: A Cross-Demographic Opportunity
One of the most powerful findings in the fourth Purecare Sleep Study is that nearly all respondents, regardless of age, gender or life stage, believe it is important to invest in their sleep and wellbeing annually.
When asked what they felt was a reasonable amount to spend on improving their sleep:
- 24.1% said £50–£100 per year
- 21.2% said £100–£250 per year
- 12.2% were willing to spend £250–£500 per year
- 5.2% selected over £500 per year
- Only 6.3% said they wouldn’t invest at all
Across every major demographic, from full-time workers to retired individuals and from Gen Z to Baby Boomers, there is a strong underlying appetite for investing in sleep wellness.
Even the second-lowest spending tier, £50–£100 per year, equates to £400–£800 over the average 8-year mattress cycle. For the 38.6% of respondents in the £100+ yearly investment bracket, this suggests a potential lifetime value of £800–£4,000 or more per customer. This is a critical insight for retailers looking to build attachment strategies around trusted, long-lasting sleep wellness products.
Product Design That Reflects Real Sleep Habits
Side sleeping remains the dominant position. Over 70% of men and 68.6% of women said they prefer to sleep on their side. Purecare’s Wave and Nano pillows are designed specifically for spinal alignment and pressure relief in side sleepers, continuing to perform strongly in-store.
Layered with cooling, breathable protectors, these products work together to offer customised comfort solutions that reflect real-life routines and support long-term wellness goals.
From Insight to Innovation
With 99.8% of survey participants saying sleep is essential to wellbeing, but only a quarter using sleep-enhancing products, there remains a significant gap between belief and behaviour. Purecare’s mission is to help close that gap.
Through its award-winning product range, in-store training and innovative Wellness Rewards Club, Purecare supports retailers in unlocking this untapped potential, while helping consumers take meaningful steps towards healthier rest.
That purpose-driven approach to sleep wellness has earned the brand three major UK accolades in 2025:
- Good Housekeeping Approved
- Best Mattress Protection Provider (Interiors Monthly)
- Best Bedding Supplier (Big Furniture Group)
“Every insight sharpens our focus,” Paul concludes. “We’re not just creating products. We’re driving a wellness-first movement that benefits retailers and customers alike.”
To explore how Purecare can help grow your store and support your customers’ wellness journey, visit us at the NBF Show in Hall 3. Meet the team, explore the award-winning range, and discover how data-led design is shaping the future of sleep.
