Sleepwear Market Outlook, 2029

The sleepwear industry has undergone a remarkable transformation over the years, evolving from basic, utilitarian garments to a thriving market that caters to a diverse range of consumer preferences. As society becomes more conscious of the importance of a good night's sleep and self-care, the sleepwear industry has adapted to meet the demands for comfort, style, and innovation. Historically, sleepwear was primarily functional, designed to provide modesty and warmth. In the 19th and early 20th centuries, nightshirts and nightgowns dominated the market. However, with the advent of the 20th century, fashion trends began influencing sleepwear design.

The 1920s saw the rise of the iconic pajama set, inspired by Eastern fashion, which became a symbol of leisure and luxury. In recent decades, consumer preferences have shifted towards comfort and functionality. Fabrics like cotton, modal, and bamboo have become popular choices due to their breathability and softness. Sleepwear manufacturers have embraced these materials to create garments that prioritize comfort without sacrificing style. Pajamas, once seen as a simple two-piece set, now come in a variety of styles, including loose-fitting lounge sets, onesies, and even athleisure-inspired designs. The focus on functionality has led to the incorporation of moisture-wicking and temperature-regulating technologies, enhancing the overall sleep experience. As environmental awareness has grown, so too has the demand for eco-friendly and sustainable sleepwear options. Many manufacturers are now utilizing organic cotton, recycled materials, and environmentally friendly production processes. This shift reflects the industry's commitment to reducing its ecological footprint and meeting the expectations of environmentally conscious consumers. The sleepwear industry has not only embraced sustainable practices but also integrated technology to enhance the sleep experience. Some sleepwear now incorporates smart textiles that monitor body temperature and promote better sleep hygiene. Companies are developing sleepwear with embedded sensors to track sleep patterns and provide valuable insights into sleep quality. With the rise of the "athleisure" trend, sleepwear has transcended its nighttime-only status and become acceptable daywear. Stylish loungewear sets, designed for both comfort and fashion, have become wardrobe staples. Consumers now seek sleepwear that effortlessly transitions from the bedroom to the living room, allowing for versatility in their daily lives. Another noteworthy evolution in the sleepwear industry is the increased focus on inclusivity and diversity. Manufacturers are expanding their size ranges and offering a variety of styles to cater to different body types and personal preferences.

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 global sleepwear industry is witnessing a massive growth mainly due to increasing demand for bridal sleepwear across the globe. Also, now-a-days, newlyweds are preferring trends of silk gowns and nighties for honeymoons driving the global sleepwear market. Furthermore, growing penetration of online shopping of sleepwear globally is one of the factors that may fuel the growth of the global sleepwear market.

Furthermore, sleepwear industry players are adopting innovating strategies to attract customers. For instance, LK Bennett, UK based fashion Brand Company, currently announced that they have launched new bridal wear collection on their website. These types of factors are predicted to drive the growth of the market. Dynamic fashion trend is the major driver in the global sleepwear market growth. Moreover, global players are influencing customers worldwide through their innovative marketing strategies, and new product launches according to season and fashion trends. Hence, this changing fashion trend will boost the global sleepwear market trend. Also, the increasing e-commerce platforms are fuelling the overall sleepwear market growth by growing consumers in their platforms. The rising disposable income levels, enabling consumers to opt for higher-quality and specialized sleepwear options, are driving the market growth. Furthermore, the introduction of seasonal and festival sales, such as Black Friday and holiday seasons, creating peak purchasing periods that significantly boost revenue, is acting as another growth-inducing factor. Besides this, the ongoing technological innovations that are continually refining sleepwear quality, offering features like thermal comfort and fire resistance, are contributing to the market growth. Additionally, the increasing collaborations with celebrities and other popular brands, adding a unique selling point that entices new consumers, is positively influencing the market growth. Apart from this, the development of specialized variants that address various life stages, like maternity, aging, or plus-sized options, is catalyzing the market growth. Moreover, the rising demand for eco-friendly sleepwear, which is made from sustainable or recycled materials, is supporting the market growth.

Market Drivers

• Health and Wellness Trends: With an increasing awareness of the importance of sleep for overall health and well-being, consumers are placing greater emphasis on creating optimal sleep environments. Sleepwear manufacturers are responding by developing products that enhance sleep quality, incorporating features like moisture-wicking fabrics, temperature regulation, and ergonomic designs. The modern lifestyle often leads to stress and anxiety, affecting sleep patterns. Sleepwear that promotes relaxation and stress reduction, such as calming colors and soft textures, is gaining popularity. Manufacturers are aligning their designs with wellness trends to offer sleepwear that contributes to mental and physical well-being.
• Fashion and Lifestyle Changes: The rise of the "athleisure" trend has blurred the lines between sleepwear and casual daywear. Consumers are seeking stylish and comfortable sleepwear that can seamlessly transition into loungewear. This shift in fashion preferences has driven sleepwear manufacturers to create versatile and aesthetically pleasing designs that cater to both nighttime and daytime wear. As consumers increasingly seek unique and personalized experiences, the sleepwear industry is exploring customization options. Brands are allowing customers to choose fabrics, colors, and styles tailored to their preferences. This focus on individualization enhances customer engagement and satisfaction.

Market Challenges

• Sustainability and Ethical Practices: The demand for sustainable and eco-friendly products presents a challenge for the sleepwear industry. Manufacturers need to reassess their supply chains, adopt environmentally friendly production methods, and source materials responsibly to meet the growing expectations of eco-conscious consumers. Ensuring fair labor practices throughout the manufacturing process is a challenge for the industry. Consumers are increasingly concerned about ethical considerations, prompting sleepwear brands to address issues like worker conditions, fair wages, and overall supply chain transparency.
• Technology Integration and Data Privacy: The integration of technology, such as smart textiles with sleep-monitoring capabilities, raises privacy concerns. Manufacturers must navigate the delicate balance between providing valuable sleep insights to consumers and safeguarding their privacy. Developing secure and transparent data collection practices is crucial to maintaining consumer trust. Incorporating advanced technologies into sleepwear can be expensive. Manufacturers face the challenge of balancing the benefits of technology with the affordability of their products. Striking this balance is crucial for widespread adoption and market success.

Market Trends

• Inclusive Sizing and Diversity: The sleepwear industry is witnessing a shift towards inclusivity, with brands expanding their size ranges to cater to diverse body types. Inclusive sizing not only addresses the needs of a broader customer base but also promotes body positivity and diversity. Recognizing the importance of cultural diversity, sleepwear brands are incorporating inclusive designs that celebrate various cultural influences. This trend reflects a commitment to representing and respecting different backgrounds and traditions.
• Digital and Social Media Influence: The rise of direct-to-consumer (DTC) models, facilitated by digital platforms and social media, is transforming the sleepwear industry. Brands are leveraging online channels to connect directly with consumers, gather feedback, and tailor their offerings based on real-time market insights. Sleepwear brands are utilizing social media platforms for marketing and brand promotion. Influencer collaborations, engaging content and interactive campaigns are becoming essential strategies for reaching and connecting with target audiences.

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.

The top wear segment is leading in the sleepwear market due to its versatility and adaptability, serving not only as sleepwear but also as fashionable loungewear suitable for a broader range of activities.

The top wear segment has emerged as the frontrunner in the sleepwear market, and its leadership can be succinctly explained by its inherent versatility and adaptability. In a transformative era where traditional boundaries between various clothing categories are becoming increasingly blurred, top wear has transcended its conventional role as sleep-specific attire to become a fashion-forward and multifunctional choice for consumers. The primary catalyst behind the top wear segment's dominance is its ability to cater to the diverse and evolving needs of the modern consumer.

Unlike traditional sleepwear that was confined to the bedroom, top wear, which includes sleep shirts, hoodies, and long-sleeve tees, is designed to seamlessly transition from bedtime to casual daywear or comfortable loungewear. This dual-purpose functionality has resonated strongly with consumers seeking garments that effortlessly blend style with comfort, reflecting a broader societal trend where clothing is expected to serve multiple roles in an individual's daily life. Additionally, the fashion industry's increased focus on creating stylish and aesthetically pleasing sleepwear options has played a pivotal role in elevating the top wear segment. Sleep shirts, in particular, have become more than just functional bedtime attire; they now embody elements of design, color, and texture that resonate with the fashion-conscious consumer. This integration of style into sleepwear has blurred the lines between traditional nightwear and everyday clothing, with top wear leading the charge in this transformative shift.

The women's segment is leading in the sleepwear market due to a combination of diverse style preferences, a wide range of design options, and the influence of fashion trends, making it a dynamic and continuously evolving market.

The women's segment has emerged as the predominant force in the sleepwear market, and this leadership can be attributed to a multifaceted interplay of factors that resonate with the diverse and ever-changing preferences of female consumers. One of the key drivers is the vast array of design options available within the women's sleepwear category. Women's sleepwear is not only about functionality but also about self-expression and individual style. The market offers an extensive selection of nightgowns, pajama sets, sleep shirts, robes, and more, each catering to different tastes and occasions.

The variety allows women to curate a sleepwear wardrobe that aligns with their personal preferences, whether it be classic and comfortable, trendy and fashionable, or luxurious and indulgent. Furthermore, the women's sleepwear market is highly responsive to fashion trends. The influence of runway styles and evolving fashion preferences extends into sleepwear, with brands consistently updating their collections to reflect the latest trends. This adaptability and trend-driven approach attract fashion-conscious women, fostering a market environment where sleepwear is not merely utilitarian but an extension of personal style. The emphasis on aesthetics and design innovation within the women's sleepwear segment creates a dynamic landscape that captures the attention of consumers who seek both comfort and style in their bedtime attire. Additionally, the women's segment benefits from the growing importance of self-care and wellness in contemporary society. As individuals prioritize overall well-being, including quality sleep, the demand for sleepwear that promotes relaxation and comfort has increased. Women's sleepwear, designed to meet these specific needs, often incorporates soft and breathable fabrics, innovative features, and thoughtful designs that contribute to a positive sleep experience.

The cotton segment is leading in the sleepwear market due to its unmatched combination of breathability, comfort, and versatility, providing consumers with a natural and soothing sleepwear option.

The dominance of the cotton segment in the sleepwear market can be attributed to its exceptional combination of qualities that resonate strongly with consumer preferences. Cotton, a natural fiber, is celebrated for its unparalleled breathability and comfort. These qualities make it an ideal choice for sleepwear, allowing air circulation and moisture absorption, thereby keeping the body cool and comfortable throughout the night. Cotton's ability to regulate body temperature addresses a fundamental aspect of sleep hygiene, contributing to a more restful and uninterrupted night's sleep. Versatility is another key factor driving the popularity of the cotton segment.

Cotton sleepwear comes in various styles, from classic pajama sets and nightgowns to modern sleep shirts and loungewear. This versatility caters to a wide range of consumer preferences, allowing individuals to choose sleepwear that aligns with their personal style and comfort requirements. Whether it's the softness of jersey cotton or the crisp feel of percale, cotton offers a diverse range of options, making it a go-to choice for those seeking adaptable and comfortable sleep attire. Moreover, the natural and hypoallergenic properties of cotton contribute to its widespread appeal. As consumers become more conscious of the materials in their clothing, especially for items worn close to the skin during sleep, the inherent hypoallergenic nature of cotton ensures that it is gentle on the skin, reducing the risk of irritation or allergic reactions. This quality makes cotton sleepwear suitable for a broad demographic, including individuals with sensitive skin or allergies. The sustainability trend in the fashion industry has further bolstered the position of the cotton segment. With an increasing focus on eco-friendly and sustainable practices, consumers are drawn to cotton as a renewable and biodegradable material. Cotton production, when done responsibly, minimizes environmental impact, aligning with the values of environmentally conscious consumers.

The Supermarkets and Hypermarkets segment is leading in the sleepwear market due to its convenience-driven shopping experience, extensive product assortments, and the ability to cater to diverse consumer needs under one roof.

The leadership of the Supermarkets and Hypermarkets segment in the sleepwear market is emblematic of the shifting retail landscape and the changing preferences of consumers seeking convenience and variety in their shopping experience. Supermarkets and hypermarkets offer a one-stop-shopping destination, providing consumers with the convenience of finding a diverse range of products, including sleepwear, all in one location. This convenience-driven approach resonates strongly with busy, modern lifestyles, where time efficiency and accessibility play pivotal roles in consumer decision-making.

These large retail outlets typically offer extensive sleepwear assortments, accommodating various styles, sizes, and price points to cater to the diverse needs and preferences of consumers. The ability to browse through a wide selection allows shoppers to make informed decisions, comparing different brands, styles, and materials to find sleepwear that suits their individual tastes and comfort requirements. This comprehensive assortment, combined with the convenience of in-store shopping, positions supermarkets and hypermarkets as key players in the sleepwear retail landscape. Additionally, the presence of established and reputable brands within the sleepwear sections of supermarkets and hypermarkets contributes to consumer trust. Recognizable brands often have a strong presence in these retail spaces, assuring customers of the quality and reliability of the sleepwear products available. The association with trusted brands enhances the overall shopping experience and builds brand loyalty among consumers. The affordability factor is another significant driver. Supermarkets and hypermarkets are often able to leverage economies of scale and negotiate favorable deals with sleepwear manufacturers, allowing them to offer competitive prices to consumers. This price advantage attracts a broad demographic of shoppers, making sleepwear accessible to a wide range of consumers with varying budget constraints.

North America is leading in the sleepwear market due to a combination of high consumer awareness about the importance of quality sleep, a strong emphasis on comfort and style in lifestyle choices, and a well-established retail infrastructure that caters to diverse consumer preferences.

The preeminence of North America in the sleepwear market is underpinned by a convergence of factors that reflect the region's distinctive consumer habits, lifestyle preferences, and retail dynamics. One primary reason is
the elevated awareness among North American consumers regarding the crucial role of quality sleep in overall well-being. As societies in North America increasingly prioritize health and wellness, there is a heightened consciousness about creating conducive environments for rest, with sleepwear being recognized as a key element in this pursuit. Furthermore, the North American consumer places a significant emphasis on both comfort and style, not only during waking hours but also in sleepwear choices. This dual focus has driven the demand for sleepwear that not only ensures a comfortable night's sleep but also aligns with contemporary fashion trends.

The market has responded to this demand by offering a diverse range of sleepwear options, including stylish pajama sets, loungewear, and athleisure-inspired designs that resonate with the discerning tastes of North American consumers. The well-established retail infrastructure, characterized by a prevalence of supermarkets, hypermarkets, department stores, and e-commerce platforms, plays a pivotal role in North America's leadership in the sleepwear market. These retail outlets offer a wide array of sleepwear options, providing consumers with convenience and variety. Supermarkets and hypermarkets, in particular, have become key players in the sleepwear landscape, offering a one-stop shopping experience where consumers can find an extensive selection of sleepwear alongside other lifestyle and household products. Moreover, the online retail boom in North America has contributed significantly to the dominance of the sleepwear market. E-commerce platforms provide consumers with the convenience of browsing and purchasing sleepwear from the comfort of their homes, offering a vast selection, competitive pricing, and the ability to explore different brands and styles. This online accessibility has further propelled the growth of the sleepwear market in North America, aligning with the region's tech-savvy and digitally connected consumer base.

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 Research Report 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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