Survey shows that half of adults in
Canada, nearly 16 million people,
have trouble sleeping.
TORONTO, Sept. 24,
2024 /CNW/ - Sleep Country, Canada's leading
specialty sleep retailer, is proud to celebrate its 30th
anniversary, marking three decades of fostering dreams, nurturing
rest, and enhancing the well-being of millions of Canadians. Since
its founding in 1994, Sleep Country Canada has grown to be a
nationwide brand with over 300 storefronts delivering unmatched
sleep expertise and an entire ecosystem of sleep products for a
world-class customer experience coast to coast.
To commemorate this significant milestone, Sleep Country
commissioned Leger to conduct an in-depth survey about evolving
sleep preferences, behaviors of recent years and how sleep affects
different aspects of Canadian lives. According to the study, half
of adults in this country, a figure representing nearly 16 million
people, said they have trouble sleeping.
"As we mark our 30th anniversary, we not only celebrate our
journey and unwavering commitment to better sleep but also reflect
on our nation's current sleep quality and how Sleep Country can
continue leading the way in sleep innovation and solutions for all
Canadians, for the years ahead," said Stewart Schaefer, President and CEO of Sleep
Country Canada. "This milestone is a testament to our ability to
adapt, and stay ahead of the curve in an ever-changing industry.
The insights from our latest survey will guide us as we continue to
educate Canadians on the importance and power of sleep."
Key findings from the survey include:
- Half of Canadians (48 per cent) have trouble sleeping,
with over 80 per cent not feeling well rested when they wake
up,and 64 per cent citing mood swings, lower energy, and
decreased productivity as the most common side effects of a bad
night's sleep.
- Nearly one in three (31 per cent) Canadian adults are less
satisfied with their sleep habits than they were just a year
ago, with stress, mental overactivity, and room temperature topping
the list of sleep disruptors.
- Technology has significantly disrupted the sleep
patterns of more than half of Canadians over the past 5-10
years, with over 60 per cent reporting an impact. Interestingly,
four-in-ten Canadians stated that they use technology to improve
their sleep such as, meditation or relaxation apps, sound machines,
white noise apps and sleep tracking app, highlighting the complex
relationship between our devices and our well-being.
- In a bid for better sleep, 50 per cent of Canadians avoid
caffeine, heavy meals before bed, and create cozy sleep
environments to build healthier bedtime routines.
- Sleep is the cornerstone of mental health, with two-thirds of
Canadians noticing a dramatic mood boost after a good night's
rest, and 65 per cent recognize the deep connection between
sleep and mental well-being.
- Nearly four out of five (78 per cent) Canadians stated that
poor sleep contributes to feelings of anxiety and
depression.
- For over 90 per cent of Canadians, their bed isn't just for
sleeping—it's a sanctuary of comfort and relaxation - where
Sleep Country has been a steadfast companion.
- On average, Canadians sleep for an extra half-hour on
weekends compared to weekdays, with women more likely than men
to use their days off to catch up on rest.
- Mattress satisfaction is closely related to sleep
quality. Canadians who are extremely satisfied with their
mattress are 30% more likely to report high-quality sleep.
Sleep Country has always focused on understanding the unique
sleep needs of each Canadian, and this report underscores its
continued leadership in understanding consumer behaviour. Over the
past 30 years, the brand has defined the sleep industry landscape
in Canada by providing Canadians
personalized sleep solutions via in-store and online "Sleep
Experts" and the continuous expansion of product and brand
offerings, solidifying its position as a trusted name in the
industry. In fact, Canadians voted Sleep Country Canada as their
most trusted mattress retailer brand in the 2024 BrandSpark Most
Trusted Awards.
Earlier this summer, Sleep Country Canada kicked off the
anniversary campaign with a brand love spot, which turned the
camera towards consumers to capture the special moment of the best
"happy birthday" of the day and the intimate spaces where laughter,
tears, triumphs, and dreams come to life , and where Sleep Country
Canada has been a steadfast companion. As part of the second
half of its anniversary celebrations, Sleep Country Canada is
launching their 30th anniversary event featuring throwback pricing
and dreamy deals aimed at giving back to the loyal customers who
have supported the brand over the years. The campaign features
retro inspired spots, where Sleep Country's co-founder Christine Magee steps back into the advertising
spotlight after previously representing the brand since it began 30
years ago.
"For our 30th anniversary, we wanted to create a campaign that
was more than just a look back for Sleep Country," said
Nuno Bamberg, Senior Vice President,
Brand & Marketing, Sleep Country Canada. "We wanted to
reconnect with the roots of our brand, blending the retro vibes of
the 90's with fresh creativity. This campaign is about taking our
customers on a journey through time, back to where it all began,
and sharing that nostalgia with them."
The study on evolving sleep preferences was conducted by Leger
from August 2-8, 2024, which surveyed
2,008 Canadians aged 18-74. The margin of error is ±2.2%.
For more information on Sleep Country Canada, please visit
www.sleepcountry.ca
About Sleep Country
Sleep Country is Canada's leading
specialty sleep retailer with a purpose to transform lives by
awakening Canadians to the power of sleep. Sleep Country operates
under the retailer banners; Sleep Country Canada, Dormez-vous, the
rest, Endy, Silk & Snow, Hush and most recently acquired,
Casper Canada. The Company has
omnichannel and eCommerce operations, including 307 corporate-owned
stores and 18 warehouses across Canada. Recognized as one of
Canada's Most Admired Corporate Cultures in 2022 by Waterstone
Human Capital and most trusted mattress retailer by Brandspark
in 2024, Sleep Country is committed to building a company culture
of inclusion and diversity where differences are embraced and
valued. The Company actively invests in its sleep ecosystem,
innovative products, world-class customer experience, communities
and its people. For more information about Sleep Country, please
visit www.sleepcountry.ca
SOURCE Sleep Country Canada Holdings Inc. Investor Relations