Purecare’s ongoing UK Sleep Study, a comprehensive look at how sleep routines vary across demographics, lifestyles and habits of more than 1,000 people, is being used to inform the design of smarter sleep wellness products, from specialist side-sleeper pillows to cooling protectors that address overheating and motion disturbance.
The research explores everything from how many hours people sleep and how they rate its quality, to their mattress hygiene routines and protector usage.
By analysing patterns in age, gender and sleeping positions, Purecare is helping more people sleep better, for longer, with solutions that genuinely reflect how they live and rest.
The study found that although almost everybody believes sleep is vital to wellbeing, less than a fifth of people use a waterproof protector, despite almost 40% of women and more than a third of men reporting stains or spills that could have been avoided with one.
The findings present retailers with a significant education opportunity, given that more than 80% of people are either not using a cover or using a basic, non-waterproof type.
Purecare is celebrating a triple recognition: its OmniGuard Advance mattress protector received the Good Housekeeping Approved 2025 status; it was voted as Best Mattress Protection Provider by Interiors Monthly readers and awarded Best Bedding Supplier by Big Furniture Group.
‘People know sleep matters, but they don’t always connect the dots between products and outcomes. Awards help build trust, but it’s education that changes behaviour. That’s where our retail partners shine.
At a time when consumers are seeking cleaner, more restorative sleep, Purecare helps retailers position sleep wellness products not as afterthoughts but essential wellness investments. With support tools including staff training, in-store POS and the brand’s Wellness Rewards Club, many partners are now seeing over 70% attachment rates in add-on categories,’ says Lake.
