The impact of the epidemic is gradually fading, but the fast-paced life and sluggish economy continue to increase people’s daily stress and pressure. As a result, the number of individuals suffering from sleep disorders is on the rise, both domestically and overseas, and there is a growing need for sleep aids to ensure a restful night’s sleep. According to statistics from the World Health Organization, approximately 27% of the world’s population struggles with sleep problems, highlighting the significance of addressing this issue.
Coinciding with the rise in sleep-related issues, the “sleep economy” is quietly experiencing substantial growth. The 2022 Global Sleep Survey conducted by ResMed revealed that the global sleep economy has already reached a staggering value of US$60-80 billion, with projections estimating it to reach US$91.5 billion by 2025. This illustrates the immense market potential and opportunities within the sleep industry.
In recent times, a short video featuring a sleeping pillow on TikTok has garnered significant attention from the industry. Despite its simple production technique, the video strikes a chord with those experiencing sleep disorders. Furthermore, several sellers on platforms like Amazon have achieved impressive monthly sales figures, selling up to 10,000 units of similar sleep aid products.
The video, posted by TikTok blogger @trynukula in mid-April, has amassed over 5 million views within a few days. Fans of the blogger initiated discussions on effective sleep products and techniques for improving sleep quality. The video cleverly highlights how anxiety and stress can contribute to sleepless nights while showcasing the potential solution—a specially designed body pillow that enhances the sense of security and relaxation. In the video’s caption, @trynukula explains that the nukula pillow was created for individuals who struggle with anxiety-induced sleep issues, a problem the blogger themselves had faced. The unique design of the pillow offers comprehensive support for the body, allowing for quick and peaceful sleep.
To date, the video has garnered nearly 6 million views, receiving over 860,000 likes and 2,000 user comments. Fans expressed their enthusiasm for the product, with comments such as, “It seems tailor-made for me! I need it!” The overwhelmingly positive response indicates that the product has resonated with many users, leading them to inquire about purchasing options. Some fans even noted the similarity of the product to pregnancy pillows, and @trynukula confirmed that the pillow is indeed suitable for use by pregnant women.
Taking advantage of the exposure gained on TikTok, the seller included a direct link to an independently created website in the video’s description box. Currently, the nukula website has received 168 user comments, with 143 of them being 5-star reviews. One satisfied user mentioned, “I ordered the TikTok-Famous Pillow due to back pain. I’m 1.74 meters tall, and the TikTok-Famous Pillow fits perfectly. It’s comfortable, soft, and does exactly as advertised! The best part is that it’s odorless upon opening, ready for immediate use.”
Searching for the term “nukula” on Amazon yields no results for products from that specific brand. However, the system recommends related sleep pillow products. For example, a similar body pillow has achieved impressive sales figures, exceeding 10,000 units sold in the past month, boasting a rating of 4.6, and accumulating tens of thousands of reviews. Priced at $38, it has become a popular item on Amazon.
The TikTok-Famous Pillow design aims to replace the need for multiple bed pillows, providing support for the head, back, abdomen, sides, knees, hips, and feet. For pregnant women, the body pillow aids in improving blood circulation, relieving body pressure, and effectively addressing issues like back pain, hip pain, and leg swelling. Additionally, the body pillow’s flexibility allows for various applications, such as breastfeeding and watching TV.
Apart from body pillows, a myriad of sleep-related products and sleep aids have gained traction in recent years. Sleep apparatus, such as physiotherapy instruments, aim to assist individuals in achieving a better night’s sleep. These devices simulate various sounds, including white noise, brown noise, pink noise, blue noise, fan, creek, rain, ocean, birds, and campfire, among others. Sleep aid instruments like the one described above have also experienced significant sales on platforms like Amazon, with monthly sales surpassing 10,000 units, a score of 4.6, close to 50,000 reviews, and a price of $22.
Sleep aids specifically designed for babies have also gained popularity. These products feature soothing sounds, adjustable light levels, timers, volume control, and child locks to create a peaceful sleeping environment, helping infants calm down and sleep soundly.
It is important to note that many of the top-selling sleep instruments possess appearance patents in the United States. Sellers offering related products on American platforms need to exercise caution and ensure compliance to prevent patent infringement.
Furthermore, several sleep products have experienced explosive popularity this year. For instance, a sleep spray intended for use on pillows gained traction after being promoted by TikTok bloggers in March. The video garnered over 27.9 million views and led to increased sales on Amazon, even resulting in temporary stock shortages.
The tremendous demand for quality sleep among consumers overseas is evident. A study conducted by RAND Europe, a non-profit global policy think tank and research institution in the United States, revealed that approximately 8% of adults in most European and American countries suffer from chronic insomnia. Furthermore, individuals experiencing insomnia are willing to invest around 14% of their annual salary (approximately $7,700 in the US) for a good night’s sleep.
In conclusion, the increasing pressures of modern life and the sluggish economy have contributed to a rise in sleep disorders among individuals worldwide. This, in turn, has led to a significant demand for sleep aids and products aimed at improving sleep quality. The “sleep economy” has blossomed into a multi-billion dollar industry, offering diverse solutions to address various sleep-related issues. Platforms like TikTok and Amazon have played a pivotal role in popularizing and driving sales for these products. As sleep-related problems continue to plague a large portion of the global population, the sleep economy is likely to expand further, providing innovative and effective solutions to ensure a good night’s sleep for all.
Read Also: TikTok and Lazada Launch AI to Revolutionize E-Commerce
Do not forget to follow us on our Facebook group and page to keep you always aware of the latest advances, News, Updates, review, and giveaway on smartphones, tablets, gadgets, and more from the technology world of the future.