A new report has found that three out of five Indians are not getting enough sleep, with one in four saying their sleep quality has worsened since the COVID-19 pandemic. Instead of turning to doctors or sleep clinics, many are seeking solutions online—leading to a sharp rise in the demand for sleep aids and wellness supplements.
The report, titled “The Modern Sleep Bazaar: How Sleep Debt Became India’s Wellness Opportunity”, was released by AGR Knowledge Services. It analysed online search trends, social media conversations, and consumer sentiments to map India’s growing sleep crisis and how it’s fuelling a new wellness economy.
One of the key highlights of the report is the explosion in interest for sleep-related products and quick fixes. For example, searches for “sleep gummies” have jumped by 650 per cent in the past year, while queries like “how to sleep 8 hours in 4” have become increasingly common. Natural ingredients such as melatonin, magnesium, ashwagandha, and chamomile are also seeing a surge in popularity, as more Indians look for non-pharmaceutical sleep aids.
“There’s a real shift happening in how people view sleep,” said Suyog Keluskar, President of the Social Media Intelligence division at AGR Knowledge Services. “It’s no longer just about solving a sleep problem once in a while. People are now building sleep into their wellness routines just like diet or exercise. They’re not just buying sleep aids; they’re buying peace of mind.”
The report notes that over 30 to 40 brands are now active in the sleep supplement category in India. However, only a few have established credibility, and many consumers remain cautious. Online conversations show growing concerns about safety, dependency, and whether the products actually work showing a gap in consumer trust.
This growing demand also signals a major opportunity for established health and wellness companies. As search behaviour suggests, consumers aren’t just looking for results, they’re looking for reassurance and transparency.
The findings reflect a broader shift in how Indians approach wellness. Sleep is no longer viewed as a passive need, it’s becoming an active health pursuit, alongside fitness and nutrition.
AGR’s report was based on social listening tools powered by AI, allowing researchers to dig deep into public conversations and understand consumer emotions, needs, and fears—far beyond what regular surveys can reveal.
