July 19, 2017 Our Wellness as a Luxury series looks at wellness as the new status symbol: “wellthness” is fast replacing other signifiers of affluence Deep Dive: as a luxury to be enjoyed and flaunted. In this report, we look Wellness as a closely at three aspects of the “sleep economy”: 1) Sleep technology: Consumers are using apps, devices and Luxury, Part 2— wearables to help them fall asleep and stay asleep. 2) Mattresses: Aspirational, e-commerce mattress brands such Sleeping Well as Casper have tapped social media to encourage consumers to invest in the quality of their sleep. 3) Deep-rest classes: Group classes that promote rest and sleep, such as Inscape’s deep-rest classes and David Lloyd Clubs’ napercise classes are gaining popularity. Deborah Weinswig Managing Director Fung Global Retail & Technology [email protected] US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 Deborah Weinswig, Managing Director, Fung Global Retail & Technology 1 [email protected] US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 Copyright © 2017 The Fung Group. All rights reserved. July 19, 2017 Table of Contents Executive Summary ......................................................................................................................................... 3 Tools that Help People Sleep Well ................................................................................................................... 3 Three Enabling Factors ..................................................................................................................................... 3 Introduction: Sleep Is the New Status Symbol ................................................................................................. 4 Sleep and the Evolving Definition of Wellness ................................................................................................. 5 Millennials and Gen Xers: The Most Tired Generations ................................................................................... 6 Millennials and Gen Xers Rank Low on Sleep Duration and Quality ................................................................ 6 Millennials and Gen Xers More Likely to Report Consequences of Unhealthy Sleeping ................................. 7 Millennials and Gen Xers More Likely to Attribute Poor Sleep to Doing a Great Many Things ....................... 8 Emerging Tools that Are Driving Healthful Sleeping ......................................................................................... 9 1) Sleep Technology ........................................................................................................................................ 9 2) Mattresses ................................................................................................................................................ 16 3) Deep-Rest Classes ..................................................................................................................................... 19 The Enabling Forces Reshaping Sleep ............................................................................................................. 20 Enabler 1: Millennials Are Willing to Spend More on Wellness ..................................................................... 20 Enabler 2: Millennials Are the Largest Group of Wearable Users .................................................................. 22 Enabler 3: Social Media, a Sword of Damocles in Driving Wellness ............................................................... 22 What We Think .............................................................................................................................................. 23 Deborah Weinswig, Managing Director, Fung Global Retail & Technology 2 [email protected] US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 Copyright © 2017 The Fung Group. All rights reserved. July 19, 2017 Executive Summary This is the second in our Wellness as a Luxury series of reports, where we examine wellness as the new status symbol: this “wellthness” is fast replacing more traditional signifiers of affluence as a luxury to be enjoyed and flaunted. Formerly, proving to the world that one could accomplish a great deal in a Many recent studies point to a direct relationship between day while getting little sleep was something to brag about, but many people getting enough sleep and have grown weary of such a fast lifestyle as their interest in wellness has physical and mental health. risen. Many recent studies point to a direct relationship between getting adequate sleep and physical and mental health, and people are increasingly conscious about the quality and duration of their sleep. Tools that Help People Sleep Well There are three major segments driving growth in the “sleep economy”: 1. Sleep technology: This spans applications, devices and wearables that promote sleep. 2. Mattresses: New brands such as Casper and Eve are encouraging millennials to buy premium, aspirational-positioned mattresses online and to showcase their purchases on social media. 3. Deep-rest classes: Consumers are attending group classes where they can sleep deeply, nap or just relax, just as they would attend an aspirational fitness class. Three Enabling Factors We see three factors shaping consumers’ sleep habits and health: 1. Millennials are willing to spend more on sleep tools. Millennials are willing to pay a premium to become and remain healthy, and many sleep products and sleep-related services are relatively expensive. 2. Millennials are the largest group of wearables users. In combination, millennials and Gen Zers make up 69% of all US wearables users, according to research firm Forrester. 3. Social media is a sword of Damocles in terms of driving wellness. While many health-conscious consumers are eager to display their wellthness through posts on social media platforms, studies have shown that social media use can negatively affect sleep quality, and thus impede wellness. So, social media is like the sword of Damocles in the ancient Sicilian story, representing both power and peril when it comes to wellness. Source: iStockphoto Deborah Weinswig, Managing Director, Fung Global Retail & Technology 3 [email protected] US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 Copyright © 2017 The Fung Group. All rights reserved. July 19, 2017 Introduction: Sleep Is the New Status Symbol A little over a decade ago, living life at a furious pace and barely getting enough sleep was considered almost glamorous. Proving to the world that one could pack so much into a day while resting only a few hours a night provided certain bragging rights. But, lately, many people have been growing weary of this fast and potentially exhausting lifestyle, and focusing more on overall health and wellness. Also, many recent studies point to a direct relationship between getting adequate sleep and physical and mental health, so people are becoming increasingly conscious about sleeping well. Source: iStockphoto In this, our second report in our Wellness as a Luxury series, we continue In this series of reports, we examine wellness as a status our examination of wellness as a status symbol, which we refer to as symbol, which we refer to as “wellthness.” The series identifies three specific ways that consumers are “wellthness.” enjoying and displaying wellthness, and each of the three reports in the series focuses on a different theme: 1. Living well: The first report in our series analyzed the growing popularity of fitness classes and activities that improve well-being. 2. Sleeping well: This second report in our series focuses on the apps, devices and products that aid sleep and, so, enhance overall well- being. 3. Eating well: The third report in our series will explore the growing consumer demand for organic food, natural food, health supplements and special diets such as the Paleo Diet. As more and more consumers participate in fitness classes, eat clean and adopt lifestyle habits that promote health, wellness is beginning to replace traditional luxury goods and services as a sign of social status. And many people are flaunting their wellthness on social media through the fashions they wear, the foods they consume, the digital tools they use to track health, the health-related products they purchase, and the events and classes they attend to promote their well-being. In this report, we look at how people flaunt the fact that they get adequate sleep as a signifier of wellthness. We also examine the various technologies, products and techniques that consumers are using to improve the quality and duration of their sleep. We begin with our wellthness matrix, a graphic that shows the enabling factors behind the drive toward sleeping well and their effects. Deborah Weinswig, Managing Director, Fung Global Retail & Technology 4 [email protected] US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 Copyright © 2017 The Fung Group. All rights reserved. July 19, 2017 Figure 1. The Wellthness Matrix Millennials and Gen Zers Willingness to Pay a Premium Uptake of Digital Tools Use of Social Media Enablers Living Well Sleeping Well Eang Well Fitness Classes Sleep Tech Organic Food Wearables Maresses Special Diets Effects Athleisure Deep-Rest Classes Supplements Source: Fung Global Retail & Technology Sleep and the Evolving Definition of Wellness With life busier than ever before for many, and with technology creating an always-on culture, sleep is perhaps