Sleepwear Market Overview, 2024-29

Rising disposable income levels allow consumers to choose higher-quality and more specialized sleepwear options, which is boosting market expansion. Furthermore, the advent of seasonal and festival sales, such as Black Friday and holiday seasons, which create peak shopping periods that considerably increase income, is functioning as a growth driver. Aside from that, ongoing technical breakthroughs that are constantly refining sleepwear quality, including features such as thermal comfort and fire resistance, are contributing to market growth. Furthermore, increased collaborations with celebrities and other popular brands, which add a distinctive selling element that attracts new customers, are positively boosting market growth.

Aside from that, the development of customized versions that address different life stages, such as maternity, aging, or plus-size alternatives, is driving market expansion. Moreover, the rising demand for eco-friendly sleepwear, which is made from sustainable or recycled materials, is supporting market growth. Furthermore, changing lifestyle patterns and consumer tastes have had a considerable impact on the dynamics of the sleepwear market. The expansion of remote work and telecommuting, particularly in the aftermath of the COVID-19 pandemic, has blurred the barriers between work and leisure, creating a greater desire for versatile and comfortable apparel that can transition from day to night. As a result, there is an increasing demand for loungewear and athleisure-inspired sleepwear that blends style and practicality, allowing customers to look and feel good indoors and out. Furthermore, the worldwide sleepwear business has seen significant advances in materials and technologies, with producers focusing more on developing fabrics with improved comfort, breathability, and moisture-wicking capabilities. From organic cotton and bamboo-derived fabrics to advanced synthetic materials engineered for optimal temperature regulation, the market is witnessing a proliferation of options designed to cater to the diverse needs and preferences of consumers.

According to the report “Global Sleepwear Market Outlook, 2029”, the market is anticipated to cross USD 20 Billion by 2029, increasing from USD 12.96 Billion in 2023. The market is expected to grow with 9.44% CAGR by 2024-29. The industry is seeing advances in materials and technology targeted at improving comfort and sleep quality. This includes the development of moisture-wicking fabrics, temperature-regulating materials, and even sleepwear infused with substances such as lavender to promote relaxation and sleep. Sleepwear is no longer limited to traditional pajamas. There is an increasing desire for attractive sleepwear that may also be worn as loungewear.

This trend has resulted in the popularity of sleep shirts, robes, rompers, and athleisure-inspired sleepwear, which blurs the distinction between sleepwear and casualwear. Instagram and other social media platforms have had an impact on molding consumer tastes and driving trends in the sleepwear market. Influencers frequently engage with sleepwear businesses to curate collections and promote them to their followers, resulting in increased sales and brand visibility. The growth of direct-to-consumer (DTC) firms has upset the traditional retail landscape, providing consumers with affordable and trendy sleepwear options via online channels. These companies use digital marketing methods and data analytics to target specific customers and provide tailored buying experiences. Celebrities and fashion icons frequently work with sleepwear businesses to produce exclusive collections or promote existing product lines. These collaborations create buzz and spark customer interest, resulting in higher sales and brand recognition.

Market Drivers

• Growth of E-commerce distribution channels: The rise of e-commerce platforms is a primary driver of the sleepwear market. Compared to physical retailers, internet platforms provide consumers with a significantly greater range of sleepwear options at their fingertips. Furthermore, the e-commerce model has reduced barriers to entry for new firms due to its convenience, 24/7 availability, and home delivery. Furthermore, buyers can simply compare costs, read reviews, and look at a variety of options before making a purchase, enhancing their purchasing confidence and desire to try new things. Furthermore, online platforms enable personalized advertising based on consumer behavior and preferences, resulting in extremely successful marketing efforts. Along with this, they frequently use complex algorithms to recommend products matched to individual consumer demands, resulting in increased sales.
• Increased fashion trends across the globe: The changing notion of sleepwear as a fashion statement is considerably driving market expansion. Social media platforms are increasingly helping to promote sleepwear as a lifestyle choice rather than just a utilitarian item. Furthermore, influencers and fashion icons wear trendy, seasonal, or themed sleepwear, which has a cascading effect on consumer purchasing behavior. Aside from that, manufacturers are increasingly releasing limited-edition collections, frequently in conjunction with designers and celebrities, to meet the growing demand for stylish sleepwear. Furthermore, the introduction of high-fashion sleepwear, which frequently features elaborate designs, sophisticated detailing, and expensive fabrics like silk and satin, is boosting market growth.

Market Challenges

• Supply chain disruptions and raw material costs Supply chain interruptions can cause delays in production and distribution, resulting in inventory shortages and limiting the availability of sleepwear goods on the market. Furthermore, swings in raw material pricing, such as cotton, polyester, and synthetic fibers, might present issues for sleepwear makers. Raw material cost fluctuations can have an impact on profit margins and pricing strategies, resulting in greater production costs and potentially higher consumer prices.
• Sustainability and environmental concerns: In recent years, there has been an increased emphasis on sustainability and environmental responsibility in the fashion business, including the sleepwear sector. Consumers are becoming more aware of the environmental consequences of their shopping decisions, and they are increasingly looking for eco-friendly and sustainable sleepwear solutions. Implementing sustainable practices, such as using organic and recycled materials, decreasing waste, and lowering carbon emissions, can be difficult for sleepwear makers due to pricing constraints and supply chain difficulties. Furthermore, ensuring transparency and traceability throughout the supply chain to validate sustainable claims can be challenging, especially in a transnational sector with complicated sourcing networks.

Market Trends

• Increasing focus on health and wellness: The growing societal emphasis on health and wellness is boosting sleepwear market growth. Individuals are becoming more conscious of the value of excellent sleep for their overall well-being, which is increasing the demand for sleepwear designed to promote peaceful sleep. Furthermore, advancements in textile technology have enabled the manufacture of materials with moisture-wicking properties, temperature regulation, and antibacterial features, all of which contribute to a better sleep experience, boosting market growth. Furthermore, the increasing wellness trend, which has resulted in increased consumer education and awareness of the materials used in sleepwear, is driving market expansion. Furthermore, the increased incidence of specific health disorders, such as sleep apnea, sensitive skin, or pregnancy needs, is pushing the demand for specialist sleepwear tailored to accommodate medical needs.
• Loungewear and athleisure: The lines between sleepwear and loungewear are increasingly blurred, with consumers seeking versatile garments that can be worn both at home and outdoors. Loungewear-inspired sleepwear, characterized by relaxed silhouettes, casual styling, and athleisure influences, has become popular among consumers looking for comfortable yet stylish options for leisure and relaxation.

COVID-19 Impacts

The COVID-19 pandemic has had profound effects on various industries globally, and the sleepwear industry is no exception. As lockdowns were implemented, and people spent more time at home, their priorities and preferences regarding sleepwear underwent notable shifts. With individuals spending extended periods indoors, there was a growing demand for loungewear and sleepwear that not only provided comfort during sleep but also served as versatile attire for daytime activities. This shift in consumer behavior prompted sleepwear manufacturers to adapt their designs to meet the evolving needs of individuals spending more time in home environments.

Moreover, the widespread adoption of remote work and virtual meetings influenced the demand for sleepwear that offered a balance between comfort and professionalism. The need for video conference-friendly attire that maintained a sense of professionalism while providing the comfort of traditional sleepwear became evident. As a result, sleepwear brands began incorporating elements of style and sophistication into their designs to cater to this emerging trend. The economic impact of the pandemic also played a role in shaping consumer behavior within the sleepwear industry. With uncertainties surrounding job security and financial stability, there was an increased focus on value for money. Consumers sought sleepwear that not only met their comfort and style preferences but also provided good quality at reasonable prices. This shift towards value-driven consumption influenced purchasing decisions, prompting sleepwear brands to reconsider their pricing strategies and product offerings. Supply chain disruptions caused by the pandemic also posed challenges for the sleepwear industry. Delays in manufacturing, shipping, and distribution affected the timely delivery of products, leading to inventory management issues for some brands. In response, industry players had to adapt their supply chain strategies, exploring local sourcing options and reevaluating inventory levels to navigate the uncertainties brought about by the ongoing global health crisis. The pandemic also accelerated the adoption of online shopping within the sleepwear sector. With brick-and-mortar stores facing closures and restrictions, consumers turned to e-commerce platforms to fulfill their shopping needs. Sleepwear brands that had a strong online presence and effective digital marketing strategies were better positioned to connect with consumers during this period. The convenience of online shopping, coupled with virtual try-on experiences and interactive content, became essential components for success in the sleepwear industry during the pandemic.

Based on type segment market is divided into top wear, bottom wear, night dresses and gowns, and sleepwear set. Bottom wear segment is gaining popularity in global sleepwear market. Based on end user segment market includes women, men and kids. Women are expected to remain major end users of sleepwear products in global sleepwear market.

Fashion and style are increasingly being considered when designing bottom wear for sleepwear collections. Brands are introducing fashionable designs, patterns, and colors into their bottom wear offerings, appealing to consumers who value both comfort and aesthetic appeal in their sleepwear. Bottom wear pieces are frequently made to be combined and matched with different tops, giving customers the freedom to create bespoke sleepwear ensembles based on their tastes. This mix-and-match technique enables greater customization and style expression in sleepwear. Pajama bottoms, leggings, and shorts provide comfort and adaptability in sleepwear.

They enable easy movement and flexibility while sleeping, giving the wearer a comfortable and relaxing experience. Bottom wear alternatives are frequently gender-neutral, catering to a wider number of customers regardless of gender identity. This inclusive design responds to a wide range of consumer preferences while also promoting accessibility in the sleepwear industry. The popularity of bottom wear in sleepwear has increased as athleisure and loungewear trends have gained traction. Consumers are increasingly drawn to comfortable and informal styles that may easily transition from sleepwear to loungewear or active wear, blurring the distinction between traditional sleepwear and daytime clothes. Women's sleepwear options include pajamas, nightgowns, robes, and loungewear. Female consumers unique preferences and tastes are met by the availability of a wide range of styles, fabrics, colors, and designs. Ease is a significant factor in sleepwear, and women prefer clothing that promotes ease and relaxation when sleeping. Many women's sleepwear options feature soft, breathable fabrics and loose-fitting shapes, which improve comfort and promote a good night's sleep. Women frequently wield enormous purchasing power and influence over household expenses, including apparel expenditures. Their participation in sleepwear decision-making processes for themselves and their families reinforces their position as major end consumers of sleepwear goods.

Based on material type segment market is segmented into cotton, wool, silk and others. Cotton material type is expected to play major role in global sleepwear market during the forecast period. Based on distribution channel segment market is divided into supermarkets and hypermarkets, specialty stores, online stores, discount stores and others. Among them majority of sleepwear products are distributed through supermarkets and hypermarkets and is expected to remain major distribution channel for sleepwear products in global sleepwear market.

Cotton is known for its softness, breathability, and comfort, making it an excellent choice for sleepwear. It lets air circulate, which helps regulate body temperature and keeps the user cool and comfortable all night. When it comes to sleepwear, consumers prioritize comfort, and cotton's inherent characteristics make it an ideal choice. Cotton has great moisture-wicking capabilities, which remove sweat and moisture from the skin. This helps keep the wearer dry and comfortable while sleeping, especially in warmer or more humid areas. Cotton's moisture-absorbing qualities help to promote a more restful and comfortable sleep.

Cotton is a versatile and resilient textile that can survive repeated washing and use while retaining its quality and beauty over time. Cotton sleepwear is durable and can survive the rigors of daily use, making it a worthwhile investment for consumers. Cotton is a natural material generated from the cotton plant, making it both eco-friendly and sustainable. As consumers become more aware of the environmental impact of their purchases, there is a growing preference for natural and eco-friendly materials such as cotton. This movement toward sustainability increases cotton's position in the global sleepwear market. Supermarkets and hypermarkets are readily available to consumers, with many placed in handy locations such as shopping malls or residential neighbourhoods. This accessibility allows customers to purchase sleepwear while performing their routine food shopping or running errands, increasing convenience and saving time. Many popular sleepwear businesses collaborate with supermarkets and hypermarkets to broaden their distribution channels and reach a larger customer base. Supermarkets and hypermarkets can boost their credibility and attract customers who are familiar with these brands by carrying branded sleepwear. The existence of established brands strengthens supermarkets and hypermarkets status as important distribution channels for sleepwear products.

Based on report market includes five major regions North America, Europe, Asia-Pacific, South America and Middle East & Africa. Asia-Pacific region is expected to grow at fastest rate in global sleepwear market.

The Asia-Pacific region is witnessing significant economic expansion, which is increasing consumers' disposable incomes. People in China, India, and Southeast Asia have greater discretionary income; thus, they spend more on lifestyle products, such as sleepwear. The expanding middle class in these regions is fueling demand for higher-quality, more attractive sleepwear. Urbanization is a major trend in the Asia-Pacific area, as more people relocate to cities in quest of greater work opportunities and higher living standards. Urban lives frequently result in changes in consumer behavior, such as a preference for more comfortable and attractive sleepwear.

Furthermore, the adoption of Western lifestyle trends, such as loungewear and athleisure, is becoming increasingly widespread in metropolitan areas, driving demand for sleepwear products. The Asia-Pacific region has a huge and youthful population, which makes up substantial customer demography for the sleepwear market. Younger customers, especially millennials and Generation Z, are driving demand for innovative and fashionable sleepwear alternatives. This demographic sector is heavily influenced by social media, celebrity endorsements, and influencer marketing, which shape their choices for sleepwear styles and companies. With an increasing awareness of the importance of adequate sleep for general health and well-being, Asian-Pacific consumers are paying closer attention to their sleeping habits and investing in sleep-promoting products. This trend is increasing demand for sleepwear comprised of soft and breathable fabrics, as well as goods with moisture-wicking capabilities and temperature regulation.

Top companies are developing sleepwear with advanced features, such as moisture-wicking, thermal regulation, and antimicrobial properties. Furthermore, they are collaborating with high-profile designers, celebrities, and influencers to attract attention and bring unique offerings to the market. Besides this, leading players are focusing on the launch of eco-friendly lines made from sustainable materials, including organic cotton or recycled polyester, to expand their consumer base and drive sales. Additionally, they are leveraging e-commerce websites and social media channels for targeted advertising, customer engagement, and data collection for personalized marketing. Apart from this, major brands are focusing on international markets by adapting their products to fit different cultural norms and consumer demands. Along with this, key players are expanding their retail footprints in high-growth regions and entering new markets through e-commerce.

• In February 2023, Hanesbrand, a leading company of intimate apparel, underwear, sleepwear, and socks, launched a “Make Yourself Comfortable” campaign, showcasing modern prints, bold colors, and youthful silhouettes across categories.
• In Sept 2022, Hasbro and Cribstar announced launch of new baby and kids collection themed to Hasbros family brands. In Aug 2022, Parade launched its most breathable silk collection.
• In August 2022, Hanky Panky, a leading intimates and sleepwear brand, opened its first-ever storefront location in the coveted West Village, New York.
• In September 2022, Jockey opened a new flagship store in Delhi, India, that will house the entire portfolio of the brand, including sleepwear, innerwear, bras, athleisure, etc.

Considered in this report

• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report

• Sleepwear market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type

• Top Wear
• Bottom Wear
• Night Dresses and Gowns
• Sleepwear Set

By End User

• Women
• Men
• Kids

By Material

• Cotton
• Wool
• Silk
• Others

By Distribution Channel

• Supermarkets and Hypermarkets
• Speciality Store
• Online Stores
• Discount Stores
• Others

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases.

After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Sleepwear industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.


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