300 million people in China are now suffering from sleep disorders

Survey Reveals Only 19% of Chinese are Free from Sleep Disorders

A recent study (2023-2024) conducted by the China Sleep Research Society has highlighted a concerning trend in sleep health among the Chinese population, with only 19% of individuals reporting no sleep disorders. The findings, derived from a survey of over 10,000 respondents across various demographics, indicate a significant decline in both the quantity and quality of sleep, with many attributing this to factors such as online addiction and extended work hours.

Key Findings from the Study:

• Average Sleep Duration: The average sleep time among Chinese individuals has reduced to 6.75 hours per night, down from 8.5 hours in 2012 and 7.06 hours in 2021.
• Prevalence of Insomnia: Nearly 60% of participants suffer from insomnia, highlighting widespread issues with sleep across the country.
• Quality of Sleep: The study also found that 64% of respondents experience poor sleep quality due to various disturbances, including trouble falling asleep, nocturnal and early awakenings, and nocturnal urination.
• Impact on Youth: College students, especially those born after 2000, are notably affected, with over half reporting bedtime past midnight and extensive smartphone use exceeding eight hours a day.

The report warns that more than 300 million people in China are now suffering from sleep disorders, an increase that has sparked considerable growth in the “sleep economy.” This sector includes products and services designed to improve sleep, such as sleep assistants offering bedtime chats, ASMR devices, aromatic candles, and sleep masks. According to market research by iiMedia, this industry was valued at 495.6 billion yuan ($68.9 billion) in 2023 and is projected to rise to about 658.7 billion yuan by 2027.

The lifestyle problem of Phone addicts

These findings underscore the urgent need for interventions and lifestyle adjustments to combat the rising prevalence of sleep disorders in China, suggesting a growing market for sleep-related products and services aimed at enhancing sleep health.

The market for sleep aids in China is experiencing robust growth, driven by increasing awareness of sleep health and the rising prevalence of sleep disorders among the population. Here are five key trends shaping this market, followed by examples of popular products that align with these trends:

Key Trends in China’s Sleep Aid Market

1. Technological Integration: Advances in technology have led to the development of innovative gadgets designed to enhance sleep quality. Consumers are increasingly turning to tech-based solutions that offer personalized insights and improvements to their sleep patterns.
2. Natural and Herbal Products: There is a growing preference for natural and herbal remedies over synthetic sleeping aids. This trend is driven by a broader consumer shift towards organic and natural wellness products, perceived as safer and with fewer side effects.
3. Stress and Anxiety Management: With the fast-paced lifestyle and high-pressure work environments, products that help manage stress and promote relaxation are in high demand. These products are often marketed not only as sleep aids but also as solutions for overall well-being.
4. Customization and Personalization: Consumers are seeking solutions tailored to their specific needs, leading to the popularity of customizable sleep aid products that cater to individual preferences and requirements.
5. Omnichannel Retailing: The availability of sleep aids across various channels, including online platforms, specialized wellness stores, and pharmacies, enhances consumer access and convenience, driving further market growth.

Examples of Sleep Aid Products sold well in China

1. Sleeping Pills: Brands like ‘Dormibene’ offer over-the-counter sleeping pills that are popular among those seeking immediate relief from insomnia. These are formulated to help shorten sleep onset time and are advertised as non-habit-forming.
2. Health Supplements: Supplements such as melatonin or magnesium are widely used to promote better sleep. Melatonin, in particular, is favored for its effectiveness in adjusting sleep cycles, especially useful for jet lag or irregular schedules.
3. Gadgets to Aid Sleep: Products like sleep-tracking smartwatches and apps measure sleep quality and provide insights and recommendations for improvement. For example, the Xiaomi Mi Band tracks sleep patterns and offers personalized advice through its app.
4. Massage Oils: Aromatic massage oils infused with essential oils like lavender, chamomile, or jasmine are used to soothe the body and mind. Brands like ‘Young Living’ and ‘doTERRA’ provide high-quality options that are popular for their relaxation properties.
5. Sound Machines and ASMR Devices: Devices that produce white noise or feature ASMR (Autonomous Sensory Meridian Response) sounds are increasingly popular. These help mask background noise and create a calming environment conducive to sleep.

These trends and products reflect a dynamic and growing market in China, driven by an increasing consumer focus on health and wellness. As awareness and education about sleep health continue to rise, so too will the diversity and sophistication of products designed to meet the evolving needs of Chinese consumers.

How to sell Selling sleep aid products in China ? Ecommerce

Selling sleep aid products in China involves a multifaceted approach, leveraging both digital platforms and effective marketing strategies to tap into the growing consumer demand for sleep-enhancing solutions. Here’s a guide on how to effectively sell these products in the Chinese market:

E-Commerce Platforms

1. Tmall and JD.com:
   • Setup: Establish a storefront on these major e-commerce platforms to access a vast consumer base. Ensure that your listings are detailed, with clear images and information about product benefits.
   • Participation in Sales Events: Engage in annual shopping festivals such as Singles’ Day (11.11), 618 Sale, and other platform-specific promotions to boost visibility and sales.
2. Cross-Border E-commerce Platforms:
   • Leverage Platforms like Kaola and Tmall Global: These platforms are crucial for foreign brands that want to sell their products in China without a local entity, especially appealing for selling health-related products that require consumer trust in quality and origin.

Social Media and Digital Marketing

1. Douyin (TikTok):
   • Content Strategy: Create engaging and informative content that demonstrates the effectiveness of your products. Use before-and-after scenarios, testimonials, and educational videos about the importance of sleep.
   • Influencer Partnerships: Collaborate with popular health and wellness influencers on Douyin to reach broader audiences. Influencers can share personal experiences and showcase your products in a relatable manner.
2. WeChat:
   • Official Account: Develop a WeChat official account to share content, engage with users, and offer customer service. Post articles on sleep health tips and product information.
   • WeChat Store: Utilize WeChat’s built-in e-commerce capabilities to sell directly to consumers within the app.
3. Xiaohongshu (Little Red Book):
   • UGC and Reviews: Encourage user-generated content and reviews. Xiaohongshu’s platform is trusted for authentic user reviews and lifestyle recommendations.
   • Brand Partnerships: Engage with lifestyle and wellness KOLs to create posts that fit the aspirational and lifestyle-focused nature of the platform.

Offline Integration

1. Pop-up Stores and Experience Centers:
   • Create temporary pop-up stores in high-traffic urban areas or shopping malls. Use these spaces to educate consumers about the importance of sleep, demonstrate product use, and provide free trials.
2. Collaborations with Sleep Clinics and Wellness Centers:
   • Partner with medical professionals and wellness centers to endorse your products. This can add credibility and targeted exposure.

Promotions and Consumer Engagement

1. Loyalty Programs:
   • Develop loyalty programs that reward repeat purchases or referrals, which are particularly effective in health and wellness sectors where ongoing consumption is common.
2. Educational Campaigns:
   • Host webinars or live streams featuring sleep experts to educate consumers about sleep disorders and promote your products as solutions.
3. Targeted Advertising:
   • Use data-driven advertising on platforms where your target consumers spend time, especially in the evenings when they are likely contemplating sleep-related products.

By utilizing a combination of online presence, strategic social media use, and offline engagement, businesses can effectively market and sell sleep aid products in China’s dynamic market. Understanding and adapting to local consumer behavior and preferences are key to capturing and sustaining the interest of Chinese consumers in the sleep aid sector.

The 2026 market reality: what the data shows

China has more people with sleep disorders than any other country on earth. The most-cited figure, referenced by Chinese public health researchers and consumer reports alike, puts the number at over 300 million adults affected by some form of sleep disturbance. A 2025 report from the Social Sciences Academic Press (China Sleep Research Report 2025) found that 38.2% of Chinese adults meet clinical criteria for insomnia. The sleep health services market in China was valued at approximately $2.26 billion USD in 2024 and is projected to reach $7.43 billion by 2035, growing at a compound annual rate of 11.43%, according to Market Research Future. On the consumer side, the broader sleep economy, including products, apps, supplements, and smart devices, exceeded 500 billion yuan in 2025 and is on track to pass 1 trillion yuan by 2030.

Who cannot sleep in China, and why

The sleep crisis in China is not evenly distributed. Data from the 36Kr consumer intelligence platform shows that 82% of people with sleep disorders are between 25 and 45 years old. These are working adults in high-pressure urban jobs. They live in tier-1 and new tier-1 cities: Shanghai, Beijing, Chengdu, Hangzhou, Shenzhen. Around 92% of the disorder-affected population is concentrated in these urban centers.

The causes are structural. China’s “996” work culture, which describes working from 9am to 9pm six days a week, has been widely documented. Commute times in major cities average over 45 minutes each way. Screen time is among the highest in the world, with the average urban Chinese adult spending over 7 hours per day on digital devices. Add to this a generational shift: younger Chinese consumers, the post-90s and post-00s cohorts, report anxiety and emotional stress as the primary causes of their sleep problems, not physical illness.

Women are overrepresented. According to consumer data analyzed by 36Kr, 72% of people actively purchasing sleep-aid products in China are female. This matters for any brand entering the market. Products positioned around emotional calm, sensory comfort, and self-care rituals outperform products that lead with clinical language or technical specifications.

Geography also shapes the opportunity. In lower-tier cities, awareness of sleep disorders as a medical category remains low. But product demand still exists, driven by lifestyle fatigue. The fastest-growing consumer segments for sleep products in 2025 are not in Beijing or Shanghai, but in cities like Chongqing, Wuhan, and Xi’an, where a growing middle class is spending on health and wellness for the first time.

For foreign brands, this demographic picture is the starting point. A sleep product that speaks only to clinical insomnia will reach a small audience. A product positioned around rest, recovery, and daily stress relief will reach a much larger one.

The platforms and brands shaping the sleep category

China’s sleep economy grew up on social media. Xiaohongshu (Little Red Book) is the platform where the category was built. Search “助眠” (sleep aid) or “睡眠” (sleep) on Xiaohongshu today and you find millions of posts: bedtime routines, product reviews, ambient sound recommendations, and ingredient breakdowns. Topics related to sleep have generated over 1 billion social media impressions in China, according to consumer research by NINT.

Douyin has accelerated the commercial side. Short video formats work well for demonstrating sensory products: pillows, weighted blankets, aromatherapy sprays. Brands that combined Douyin content with live-streaming sales saw strong results in 2024 and 2025. Sleep spray products using botanical formulas were pulling in 3 million yuan per month in Douyin sales for top-performing SKUs, according to 36Kr market data.

On the hardware side, Xiaomi and Huawei have built large positions in the sleep tracking category. Their combined revenue share in the wearable sleep tracking device segment exceeded 35% in 2025, according to research cited by Intel Market Research. Xiaomi’s Mi Band series brought sleep monitoring to a mass audience at price points under 300 yuan. Huawei’s health app generates sleep scores and provides detailed REM data, driving consumer awareness of sleep quality as a measurable health metric.

One case worth studying is the Chinese brand DeRUCCI (慕思). DeRUCCI built its entire brand identity around sleep science. It sponsors sleep research, publishes annual sleep reports, and positions its mattresses as medical-grade products. The company went public on the Hong Kong Stock Exchange in 2022. By 2024, it had over 3,000 retail stores across China. DeRUCCI shows what happens when a brand commits fully to the sleep positioning: it stops competing on product features and starts owning a category.

Foreign brands entering this market face a category that is already sophisticated. Chinese consumers have been educated by domestic brands, by social media content, and by wearable device data. They know what melatonin is. They know the difference between sleep latency and sleep quality. The opportunity is not to educate the market. The opportunity is to bring credibility, a distinct ingredient story, or a positioning angle that domestic brands have not yet claimed.

What changed between 2024 and 2026

Several shifts have reshaped the China sleep market since 2024.

On the regulatory side, China’s NMPA and the State Administration for Market Regulation have tightened health claim rules for sleep supplements. Products can only use approved wording: “有助于改善睡眠” (helps improve sleep). Any clinical-sounding claim beyond this requires registration as a pharmaceutical product, not a health food. By early 2026, over 771 melatonin supplement products had obtained filing approval under the health food framework, creating an intensely crowded field. Ingredient differentiation has become a survival strategy, with brands pivoting to GABA, L-theanine, spine date seed (酸枣仁), and chamomile combinations to stand out.

Consumer attitudes have shifted too. The 2025 China Sleep Research Report noted that younger consumers are moving away from pharmaceutical sleep aids toward what they call “soft interventions”: routines, environments, and products that signal relaxation without implying a medical problem. This is good news for lifestyle brands and bad news for clinical supplement brands that led with dosage and efficacy language.

Platform dynamics also changed. Xiaohongshu introduced tighter controls on health product advertising in 2025, requiring disclosure tags on sponsored content. This raised the cost of paid promotion but increased the value of authentic KOC (Key Opinion Consumer) content. Brands with real users who post genuinely about product experience now outperform brands relying on paid placements alone.

Finally, the home testing segment grew fast. As telehealth expanded post-pandemic, more Chinese consumers accessed professional sleep assessments from home. This raised the diagnostic conversation, and created demand for products paired with measurable outcomes.

Frequently asked questions

How big is the sleep disorder problem in China, really?

The 300 million figure cited in most international coverage comes from aggregated data on adults reporting regular sleep disturbances. The 2025 China Sleep Research Report, published by the Social Sciences Academic Press, puts the adult insomnia rate at 38.2%. With China’s adult population above 1 billion, that translates to over 380 million people meeting clinical insomnia criteria. An even broader measure, used by consumer research firms, counts those who experience any sleep difficulty regularly, which pushes the number above 500 million. Either figure points to the same conclusion: this is one of the largest addressable health consumer markets in the world, with demand running well ahead of supply for effective solutions.

What sleep products sell best in China?

Based on 2024 and 2025 e-commerce data, pillows and mattresses lead by total sales volume. Within the sleep aid supplement category, melatonin products dominate by unit count, but botanical ingredient products, especially those featuring spine date seed (酸枣仁) and GABA, are growing faster. Sleep sprays and aromatherapy products became a high-velocity category on Douyin and Xiaohongshu, with top SKUs generating millions of yuan monthly. Smart devices for sleep tracking, including Xiaomi and Huawei wearables, are also strong sellers. For foreign brands, the most defensible entry points tend to be in premium supplements with clear ingredient provenance, or in lifestyle accessories, weighted blankets, sleep masks, premium pillows, where country-of-origin quality cues matter to Chinese consumers.

Can foreign brands sell sleep products in China?

Yes, but the regulatory path depends on the product type. Physical sleep accessories like pillows, eye masks, and weighted blankets face no special health product registration requirements. They can be sold through cross-border e-commerce (CBEC) channels like Tmall Global or JD Worldwide with relatively low barriers. Supplements containing melatonin or health function claims require health food registration or filing with China’s NMPA, a process that takes 12 to 24 months and requires clinical testing evidence. Functional foods using ingredients like GABA or herbal extracts follow a separate pathway. Many foreign brands enter first via CBEC to test demand, then pursue registration for their best-selling SKUs once market fit is confirmed. Working with a local distributor who understands NMPA filings reduces both time and risk.

Which digital platforms work best for marketing sleep products in China?

Xiaohongshu is the primary discovery platform for health and wellness products in China. Sleep-related content performs consistently well there. Users post bedtime routines, ingredient comparisons, and “what I tried for my insomnia” review content. This organic content ecosystem makes Xiaohongshu ideal for seeding a product before running paid promotions. Douyin works well for demonstration-heavy products where visuals communicate the sensory experience: sprays, diffusers, weighted blankets, smart devices. Douyin’s live commerce format can drive fast sales spikes. WeChat is essential for retention: once a consumer buys, a well-run WeChat mini-program or official account keeps them engaged and drives repeat purchases. The most effective strategy uses all three platforms at different stages of the funnel.

How to move forward

If you are a foreign brand looking at the China sleep market in 2026, the first step is a clear channel decision. Cross-border e-commerce is the fastest entry point for most product categories. Tmall Global and JD Worldwide give you access to Chinese consumers without requiring a Chinese business entity. Pair that with a Xiaohongshu content strategy to build organic credibility before spending on paid media.

The second step is localization. Chinese consumers in this category are informed. They will check your ingredient list, read your brand story, and look for reviews from people like them. Generic Western packaging with a Chinese sticker does not build trust. You need Chinese-language content that addresses local concerns: work stress, screen exposure, emotional fatigue, not just clinical sleep metrics.

The third step is search visibility. Chinese consumers searching for sleep solutions on Baidu or within platform search functions need to find you. A Baidu advertising and SEO strategy ensures your brand appears when purchase intent is highest.

The market is large, growing, and still has space for credible foreign brands. Start with a focused channel, build proof of concept, then scale. Get in touch to discuss how to position your brand for the China sleep market.

Marcus Zhan is a China marketing specialist based in Shanghai. He covers digital marketing, consumer trends, and brand strategy for the Chinese market.

Sources: Social Sciences Academic Press, China Sleep Research Report 2025, https://www.ssap.com.cn/xwzx/detail/34562 | Market Research Future, China Sleep Testing Services Market Report 2025-2035, https://www.marketresearchfuture.com/reports/china-sleep-testing-services-market-50432 | 36Kr Consumer Intelligence, China Sleep Economy Report 2025, https://36kr.com/p/3409339408652679 | NINT Sleep Scenario Report 2025, https://www.nint.com/report/20250520sleep | ChemLinked, Melatonin Supplement Regulatory Environment China, https://food.chemlinked.com/expert-article/understanding-the-global-regulatory-environment-for-melatonin-supplements | Market Data Forecast, Asia Pacific Sleep Tech Devices Market 2025, https://www.marketdataforecast.com/market-reports/asia-pacific-sleep-tech-devices-market