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The sleep mask market size is to increase by USD 1.57 billion, at a CAGR of 4.5% between 2023 and 2028. The market is experiencing accelerated growth due to several key factors. There is a rapid expansion in online sales, facilitating broader consumer access and convenience. Emerging markets are witnessing a growing demand for sleep masks, driven by increasing awareness of sleep health benefits. Additionally, there has been a notable increase in the number of new product launches, catering to evolving consumer preferences and enhancing market competitiveness. These factors collectively contribute to the dynamic growth trajectory of the market, creating opportunities for innovation, market penetration, and meeting diverse consumer needs globally. As the market continues to evolve, businesses are leveraging these trends to capitalize on emerging opportunities and drive sustained growth in the industry.
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The market caters to individuals seeking solutions for sleep disturbances, including insomnia and migraines. These masks, also known as eye masks, provide comfort and block out light to ensure a quality sleep environment. Some masks incorporate charcoal or other materials for skincare benefits, enhancing overall well-being. Light, both natural and artificial, can significantly impact sleep quality. Sleep masks serve as effective blindfolds, shielding users from disruptive stimuli such as blue light or other distractions. Geriatric people, particularly those prone to minor headaches or throbbing effects, may find sleep masks beneficial in promoting comfortable sleep. Sleep aids, including sleep masks, have gained popularity due to their ability to improve sleep quality by minimizing external influences. By creating a dark, quiet, and soothing atmosphere, sleep masks contribute to a restorative sleep experience. Incorporating these masks into skincare routines can further enhance their utility, making them a valuable investment for those prioritizing their health and well-being. Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Rapid growth in online sales is notably driving market growth. The global market for sleep masks has experienced significant growth due to the increasing use of technologically advanced contoured masks and smart sleep aids. These innovative products cater to consumers seeking improved sleep quality in the face of disrupted sleep patterns caused by obesity, weakened immune function, diabetes, and other health issues. The growing awareness of the importance of night skincare rituals, including cleansing and moisturizing, has also fueled the demand for sleep masks as an essential accessory. The cultural shift towards online shopping, with its convenience and better promotions and discounts, has further encouraged consumers to purchase sleep masks and other personal care products. Scientists have endorsed the use of functional sleep aids, such as sleep masks, as effective tools for reducing distractions and other stimuli that hinder restorative sleep.
Further, sleep masks offer various benefits, including a cool sensation, swelling reduction, and calming fragrances, making them an attractive alternative to traditional blindfolds. Throbbing effects, minor headaches, creases, and surface wrinkles are common issues addressed by these products. Silk and extra-gentle fibers are popular choices for those seeking comfort and gentle care for their skin. The market for sleep masks has been influenced by factors such as the increasing prevalence of insomnia, nightshift work timing, and psychological distress symptoms. Melatonin levels, a key hormone regulating sleep-wake cycles, have been shown to be affected by dark sleeping conditions, making sleep masks an essential tool for those seeking optimal rest and wakefulness. Thus, such factors are driving the growth of the market during the forecast period.
The growing influence of digital media on consumers is the key trend in the market. Sleep masks have emerged as a significant accessory in the global market, with the advent of technologically advanced gadgets like smartphones and laptops contributing to the prominence of digital media as a primary communication and marketing channel for vendors. Contoured and smart sleep masks, designed to cater to individual needs, are increasingly popular. Sleep patterns are crucial for overall health, and factors such as obesity, weakened immune function, and diabetes call for growing awareness and a cultural shift towards prioritizing restful sleep. Endorsements from influencers, particularly micro-influencers focusing on niche markets, have significantly impacted the market. These opinion leaders, with followings ranging from 2,000 to 50,000, have gained stature due to their expertise in topics like makeup, night skincare rituals, and functional sleep aids. Sleep masks offer various benefits, including blocking distractions and other stimuli, ensuring dark sleeping conditions for optimal sleep quality.
Moreover, throbbing effects, minor headaches, creases, and surface wrinkles are common issues addressed by these accessories. Cool sensations, swelling reduction, and calming fragrances are additional features that enhance their appeal. Alternatives to traditional sleep masks include blackout shades and silk or extra-gentle fiber options. Scientists emphasize the importance of dark sleeping conditions for melatonin production, which influences wakefulness, nightshift work timing, insomnia, and psychological distress symptoms. Silk and extra-gentle fibers, which moisturize the skin, are popular choices for those seeking a more comfortable and effective sleep aid. Thus, such trends will shape the growth of the market during the forecast period.
High trade tariffs and stringent regulations are the major challenge that affects the growth of the market. Sleep masks, a popular accessory for enhancing sleep quality, have experienced significant impacts due to various factors. Contoured masks, designed to fit snugly and comfortably, and smart sleep masks, equipped with features like calming fragrances and functional sleep aids, have gained popularity in response to growing awareness of the importance of sleep and cultural shifts towards self-care. However, trade tariffs have posed challenges. For instance, a 25% additional duty on US beauty and personal care products, including sleep masks, has affected markets in countries like Canada and Turkey. This tariff, along with other distractions and stimuli, can disrupt sleep patterns, leading to throbbing effects, minor headaches, creases, and surface wrinkles. Sleep masks serve multiple purposes beyond darkness. They can help maintain consistent sleep quality, especially for those with obesity, weakened immune function, diabetes, or insomnia.
However, scientists suggest that dark sleeping conditions can improve melatonin levels, contributing to better sleep and psychological well-being. Silk or extra-gentle fibers are often preferred for their ability to moisturize skin during the night, making cleansing and moisturizing part of nightly rituals. Despite these benefits, alternatives like blackout shades and blindfolds exist. Some individuals may prefer these options due to personal preference or cost considerations. Regardless, sleep masks remain an essential tool for those seeking optimal sleep conditions, providing relief from distractions and promoting restorative rest. Hence, the above factors will impede the growth of the market during the forecast period
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Bedtime Bliss - The company offers sleep mask such as Luxury Blackout Eye Masks in 3D design.
The market research and growth report also includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The offline segment is estimated to witness significant growth during the forecast period. Supermarkets, hypermarkets, departmental stores, and specialty stores are some of the major offline distribution channels that sell sleep masks. Organized retailing is an integral part of offline distribution. Consumers prefer buying sleep masks from hypermarkets, supermarkets, and departmental stores as they can choose from a wide portfolio of products, closely evaluate them, and get required support and information from customer service personnel available at the stores.
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The offline segment was the largest and was valued at USD 4.44 billion in 2018. Further, the presence of specialty stores drives the market. For instance, Sephora, a popular brand of Christian Dior SE (Dior), and Ulta Beauty Inc. (Ulta) are some of the popular specialty stores that are dominating the US cosmetic and personal care market. These stores sell sleep masks that are manufactured by various vendors operating in the global market, which includes Amorepacific Group Inc. (Amorepacific), Shiseido Co. Ltd. (Shiseido), KORA Organics by Miranda Kerr Pty Ltd. (KORA), and Glow Recipe USA Inc. (Glow Recipe). For instance, Amorepacific Moisture Bound Sleeping Recovery Mask, Dior Hydra Life Jelly Sleeping Mask, Glow Recipe Watermelon + AHA Glow Sleeping Mask, and Kora Organics Noni Glow Sleeping Mask are some of the popular offerings provided by Sephora. Also, a rise in the number of specialty stores that sell BPC products further drives the sales of sleep masks through the offline distribution channel.
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APAC is estimated to contribute 34% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. Sleep masks have gained significant popularity in the health and wellness industry due to their ability to enhance the quality of sleep. These eye masks function as a blindfold, blocking out light to create an environment conducive to rest. For individuals suffering from sleep disorders such as sleep apnea, migraines, or headaches, sleep masks can be an effective sleep aid. Several sleep mask designs incorporate features like charcoal, which helps reduce puffiness and wrinkling around the eyes. Some masks offer a cooling effect, while others include aromas to promote relaxation.
Additionally, the materials and shapes of sleep masks vary, catering to different preferences and needs. Sleep masks are not only beneficial for those experiencing sleep disturbances but also for individuals with high stress levels or insomnia. They are particularly useful for geriatric people and those who work long hours, such as laborers, or travel frequently, like train or plane passengers. Smartphones and blue light exposure can negatively impact sleep quality. Sleep masks can help mitigate the effects of these stimulants, ensuring a more comfortable and restorative sleep. Skincare routines and ingredients can also be integrated into sleep mask designs, making them a versatile addition to overall well-being.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD Billion " for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
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The market is a significant niche within the Consumer Goods sector, encompassing various products designed to enhance the quality of sleep. Among these offerings, Sleep Masks have gained considerable popularity. These masks are essential devices for individuals seeking to block external light, ensuring a conducive environment for restful sleep. Sleep Masks are available in diverse designs, materials, and features, catering to different consumer preferences. Lightweight and comfortable, these masks are often made of silicone or memory foam, ensuring a snug fit. Some advanced models come with additional features like adjustable straps, cooling gel packs, and built-in speakers for soothing sounds.
Moreover, marketing strategies for Sleep Masks focus on targeting consumers who experience sleep disturbances due to external factors like light or noise. Effective campaigns emphasize the benefits of using a sleep mask, such as improved sleep quality, reduced eye strain, and increased relaxation. Additionally, collaborations with healthcare professionals and sleep experts can add credibility to marketing efforts. Sales of Sleep Masks are driven by factors like increasing awareness of sleep disorders, growing demand for non-pharmaceutical sleep aids, and the rising trend of prioritizing overall wellness. As consumers become more conscious of their health and well-being, the market is expected to continue its steady growth.
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Market Scope |
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Report Coverage |
Details |
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Page number |
145 |
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Base year |
2023 |
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Historic period |
2018 - 2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 4.5% |
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Market Growth 2024-2028 |
USD 1.57 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
4.23 |
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Regional analysis |
Europe, North America, APAC, Middle East and Africa, and South America |
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Performing market contribution |
APAC at 34% |
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Key countries |
US, UK, Germany, China, and Japan |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Bedtime Bliss, Bucky, Earth Therapeutics, EcoTools, HappyLuxe, HIBERMATE, Jersey Slumber Eye Masks, Lumos Sleep, LUNYA, Mavogel, Nidra Sleep, Pepkor Holdings Ltd., PrettyCare, Slip Silk Pillowcase LLC., Sonoma Lavender, Swanwick Sleep, Tempur Sealy International Inc., Wild Essentials LLC., WUMINGLU, and ZimaSilk. |
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Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the market forecast period. |
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Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Customer Landscape
8 Geographic Landscape
9 Drivers, Challenges, and Opportunity/Restraints
10 Competitive Landscape
11 Competitive Analysis
12 Appendix
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