Pillow Spray Market Size, Share & Industry Analysis, By Product Type (Natural Sprays and Synthetic Sprays), By Application (Insomnia, Stress Relief, and Others), By End-user (Residential and Commercial), By Distribution Channel (Supermarkets & Hypermarkets, Pharmaceutical Stores, Online Stores, and Others), and Regional Forecast, 2025-2032

The global pillow spray market size was valued at USD 3.21 billion in 2024. The market is projected to grow from USD 3.42 billion in 2025 to USD 5.82 billion by 2032, exhibiting a CAGR of 7.87% during the forecast period. North America dominated the pillow spray market with a market share of 38.63% in 2024.

A pillow spray is a fragranced liquid solution designed to promote relaxation and improve stress management. It typically contains essential oils such as lavender, chamomile, and vetiver, which are known for their calming effects and their ability to support natural sleep. Moreover, there is a growing recognition of the importance of quality sleep for overall health, leading consumers to seek natural sleep aids such as pillow sprays. This trend is expected to boost market growth in the near term.

Key players such as This Works, Bath & Body Works, REN Clean Skincare, and House of Aroma emphasize offering high-quality aromatherapy products, including sleep-enhancing mists, which are popular among those seeking holistic wellness solutions. These brands contribute significantly to the market with innovative product offerings that cater to diverse consumer preferences, fostering global market growth in the long term.

GLOBAL PILLOW SPRAY MARKET KEY TAKEAWAYS

Market Size & Forecast:

• 2024 Market Size: USD 3.21 billion
• 2025 Market Size: USD 3.42 billion
• 2032 Forecast Market Size: USD 5.82 billion
• CAGR: 7.87% from 2025–2032

Market Share:

• North America led with a 38.63% share in 2024, supported by strong demand for wellness and aromatherapy products, widespread availability through online and offline retail, and growing awareness of sleep hygiene.
• Synthetic sprays dominated the product segment in 2024 due to affordability and wide adoption, while natural sprays are expected to gain traction driven by clean-label trends.
• The insomnia application segment holds the largest share, driven by rising global cases of sleep disorders and consumer shift toward natural, non-pharmaceutical sleep aids.

Key Country Highlights:

• U.S.: Market expected to lead globally through 2032; consumers increasingly prefer sleep mists with calming botanicals like lavender and chamomile; strong growth from residential usage and online retail.
• India & China: Surge in demand from growing urban populations; rising interest in holistic self-care and aromatherapy drives pillow spray adoption among wellness-conscious consumers.
• Germany & U.K.: Strong commercial demand from hotels and spas offering sleep-focused guest experiences; growth supported by eco-conscious product innovation and sustainable packaging.
• Brazil & UAE: Market expansion fueled by e-commerce penetration and wellness tourism; premium offerings from international brands gaining traction in retail outlets and boutique hotels.
• South Korea & Japan: Growing influence of Western wellness trends and high consumer awareness around sleep quality contribute to robust demand across both residential and spa segments.

Pillow Spray Market Trends

Rising Demand for Natural Sprays to Intensify Market Growth

Nowadays, consumers are increasingly seeking natural ingredient-based products, driving demand for pillow mists made from essential oils such as lavender and chamomile. This shift toward clean and sustainable formulations enhances brand credibility among health-conscious consumers. Additionally, the use of botanical extracts and essential oils in pillow mists provides aromatherapy benefits that promote relaxation, stress reduction, and improved sleep quality. This aligns with the broader wellness trend where consumers prefer holistic approaches to health over pharmaceutical options, surging product adoption. For instance, in March 2023, the Raw Botanics Co, which specializes in sleeping products, launched a new product, "Soothing Pillow Mist," which features a unique and calming blend of adaptogenic botanicals. This item is designed to promote relaxation and improve sleep quality by leveraging the soothing properties of various botanicals.

Increasing Proliferation of Online Sales Channels to Expand Market Development

E-commerce platforms allow brands to reach a global audience easily, breaking geographical barriers that traditionally limited product availability. Consumers can browse and purchase pillow mists from the comfort of their homes at any time, making it easier for them to explore different options without physical store constraints. Besides, online channels also enable partnerships with other wellness-focused businesses, such as mindfulness apps, further expanding market reach beyond traditional sleep aids. For instance, according to IBEF, in January 2024, Google LLC invested approximately USD 350 million in Flipkart as part of a nearly USD 1 billion funding round spearheaded by Walmart Inc., Flipkart's majority stakeholder. This investment is designed to enhance Flipkart's business operations and upgrade its digital infrastructure to cater to customer demand across India. Additionally, the partnership involves increasing Flipkart's utilization of Google's cloud services to support these objectives.

• North America witnessed pillow spray market growth from USD 1.18 billion in 2023 to USD 1.24 billion in 2024.

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Market Dynamics

Market Drivers

Rise in Sleep Disorders Among Consumers to Enhance Market Growth

The prevalence of sleep disorders has heightened awareness of the importance of quality sleep for overall health. As more people experience sleep disorders such as insomnia, they are seeking alternatives to traditional pharmaceuticals. Therefore, pillow sprays infused with calming essential oils, such as lavender and chamomile, offer a natural solution that attracts health-conscious consumers. Besides, consumers are increasingly embracing holistic wellness practices, including aromatherapy, which further boosts demand for deep sleep pillow spray as part of self-care routines. For instance, a recent survey conducted by the American Academy of Sleep Medicine in June 2022 found that approximately 12% of Americans reported being diagnosed with chronic insomnia.

Increasing Focus on Mental Health and Self-Care to Augment Product Adoption

The growing interest in mental health supports opportunities for innovation in product formulations, packaging sustainability, and personalized offerings that cater to varied consumer preferences. As consumers become more aware of the link between mental health, self-care, and sleep quality, they are seeking natural solutions such as pillow sprays to enhance their rest. Additionally, consumers perceive pillow mists as effective tools for enhancing relaxation without the side effects associated with traditional medications, further boosting demand for these products.

Market Restraints

Availability of Counterfeit and Low-Quality Products to Hinder Market Development

Counterfeit or low-quality pillow mists can undermine consumer trust if they fail to deliver promised benefits or cause adverse reactions. This negative experience can lead consumers to question the effectiveness of all pillow mists, affecting sales across the board. Furthermore, the presence of counterfeit products increases market saturation, making it harder for prominent brands to stand out and maintain their pricing strategies. This increased competition drives down prices, potentially reducing profit margins for authentic producers.

Market Opportunities

Growing Collaboration and Partnerships Among Pillow Spray Brands to Create Market Prospects

The increasing collaborations and partnerships among pillow spray brands create significant market prospects by fostering innovation and enhancing credibility. Additionally, partnerships allow brands to tap into new markets or customer segments through joint marketing efforts or co-branded products. Therefore, brands such as Bramley Products engage in collaborations that emphasize sustainability and luxury, attracting consumers who value these attributes leading to market growth. For instance, in January 2020, SleepScore Labs and International Flavors & Fragrances (IFF) entered into a groundbreaking collaboration aimed at developing scientifically validated sleep products, including pillow sprays. The primary goal is to create and validate products that support healthier lives through improved sleep. This partnership leverages IFF's expertise in fragrances and ingredients alongside SleepScore Labs' data-backed sleep solutions.

Rising Innovation Through Technology Integration to Surge Market Expansion

Technology-driven innovations improve product efficacy by ensuring consistent delivery of active ingredients, boosting consumer trust and loyalty. Modern pillow sprays use microencapsulation to release calming ingredients over an extended period, providing a sustained relaxing effect throughout the night. This enhances product effectiveness and consumer satisfaction. Besides, companies investing in technological advancements gain a competitive edge by offering unique benefits that differentiate their products from traditional options, fueling the pillow spray market growth.

Market Challenges

Aggregating Competition from Alternative Sleep Aids to Challenge Market Growth

Increasing competition from alternative sleep aids poses a significant challenge to the market growth of pillow sprays. Supplements such as melatonin or prescription sleep medications offer direct physiological effects on sleep, which can be more attractive to consumers seeking immediate results compared to aromatherapy-based pillow sprays. Additionally, digital tools for mindfulness and meditation are increasingly popular as they offer personalized relaxation techniques without the need for physical products, thus lowering the demand for pillow mists.

Impact of COVID-19

The COVID-19 pandemic had a significant impact on the pillow spray products market, influencing consumer behavior during 2020. Unlike many industries, this market also faced supply chain disruptions due to lockdowns and transportation restrictions, affecting ingredient sourcing and product distribution. However, the pandemic accelerated digital marketing efforts as brands leveraged e-commerce platforms and social media to reach consumers who were increasingly shopping online due to physical distancing measures.

Segmentation Analysis

By Product Type

Synthetic Sprays Lead the Market due to Their Affordability

On the basis of product type, the market is divided into natural sprays and synthetic sprays.

The synthetic sprays segment lead the market share by 72.46% in 2024. Synthetic fragrances and oils are generally more affordable than their natural counterparts, making them attractive to price-sensitive consumers. This cost advantage has contributed to their widespread adoption, fueling segment growth.

The natural spray segment is likely to seize a growing share of the market due to the growing trend toward preferring natural and organic products across various consumer goods sectors, including personal care items such as pillow mists. Consumers increasingly prioritize health benefits associated with essential oils over synthetic alternatives, leading to segment growth.

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By Application

Widespread Sleep Disorder Problems among Global Population to Push Insomnia Segment Growth

Based on application, the market is divided into insomnia, stress relief, and others.

The insomnia segment is anticipated to hold the major pillow spray market share of 51.39% in 2024. Insomnia is a widespread sleep disorder affecting millions globally. Besides, pillow mists targeting insomnia often contain ingredients such as lavender or chamomile, which are perceived as effective in promoting relaxation and enhancing sleep quality. This drives the dominance of this segment in the sleep aids market, including pillow mists.

The stress relief segment is projected to hold a CAGR of 9.15% in the coming years. Consumers increasingly prefer holistic approaches to managing stress over pharmaceutical options, driving growth in natural wellness products such as aromatherapy-based pillow mists. Additionally, brands are diversifying their offerings by creating specific formulations aimed at reducing stress rather than just focusing on sleep improvement, driving segment growth.

By End-user

Increasing Awareness about Sleep Hygiene among Residential Consumers Propels Segment Growth

By end-user, the market is bifurcated into residential and commercial.

The residential segment is expected to hold 60.04% of the market share in 2025. The residential sector benefits from high consumer awareness about sleep hygiene and wellness trends. Individuals are more likely to invest in personal care products such as pillow mists for home use due to their benefits in enhancing relaxation and sleep quality, surging segment growth.

The commercial segment is also estimated to attain a considerable CAGR of 9.08% during the forecast period. Hotels and resorts increasingly incorporate wellness-focused amenities into guest experiences, including aromatherapy-based solutions such as pillow mists to enhance comfort and relaxation during stays. Moreover, the growth of spa services that include aromatherapy treatments contributes to increased demand for professional-grade pillow spray products, contributing to segment growth.

By Distribution Channel

Easy Accessibility for Products in Supermarkets and Hypermarkets Fostered Segment Growth

Based on distribution channel, the market is divided into supermarkets & hypermarkets, pharmaceutical stores, online stores, and others.

The supermarkets & hypermarkets segment is likely to hold a market share of 36.83% in 2025. Supermarkets/hypermarkets frequently offer discounts and promotions that attract price-sensitive consumers looking for affordable options without compromising on quality. They also offer a wide range of products under one roof, making it convenient for consumers to find various types of pillow mists, fueling segment growth.

The online segment is likely to hold a substantial market share during the study period. The online platform provides unparalleled convenience by allowing consumers to shop from anywhere at any time. Additionally, online platforms enable brands to reach global audiences easily, expanding their customer base beyond geographical limitations imposed by physical stores and surging segment growth.

The pharmaceutical stores segment is anticipated to capture CAGR of 8.43% during the forecast period.

Pillow Spray Market Regional Outlook

Geographically, the global market is segmented into North America, Europe, Asia Pacific, South America, and Middle East & Africa.

North America

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In 2024, North America attained the maximum share of the market, with a value of USD 1.24 billion, whereas in 2023, the region’s market size was valued at USD 1.18 billion. The region boasts advanced healthcare infrastructure and high disposable incomes, allowing consumers to invest in premium wellness products such as pillow mists. Additionally, established distribution channels across the region ensure that a wide range of pillow mist products are readily available across various retail platforms, making it easier for American consumers to access these items. For instance, according to the U.S. Bureau of Economic Analysis, in December 2024, disposable personal income in the U.S. rose to USD 22,056.30 billion from USD 21,976.60 billion in November 2024. The U.S. market size is expected to hit USD 1.08 billion in 2025.

The U.S. has a well-established market for wellness products. American consumers are highly aware of the benefits of aromatherapy and natural sleep aids, such as pillow sprays, which align with broader wellness trends. Additionally, key brands have strong marketing strategies that leverage digital platforms and partnerships with influencers or healthcare professionals to enhance product visibility and credibility in the country.

Europe

European market is projected to be the second-largest region accounting for USD 1.02 billion in 2025, exhibiting the second fastest growing CAGR of 8.36% during the forecast period. The booming tourism and hospitality sectors in Europe lead to an increased number of hotels and resorts. These establishments often incorporate aromatherapy-based solutions, such as pillow mists, into their guest experiences to enhance comfort and relaxation. As consumers are seeking premium experiences during travel, hotels are more likely to offer high-quality sleep aids, such as scented pillow mists, as part of their luxury amenities package, contributing to the region’s growth. For instance, according to the report of the EU Commission, in 2022, EU residents aged 15 and above undertook approximately 1.1 billion tourism trips for both personal and business reasons. This marked a significant increase of 51% from 2020 and a rise of 23% from the previous year. The market in U.K. is estimated to be USD 0.165 billion in 2025.

The Germany’s market size is foreseen to be valued at USD 0.19 billion and France’s likely to be USD 0.160 billion in 2025.

Asia Pacific

Asia Pacific region is to be anticipated the third-largest market with USD 0.86 billion in 2025. The adoption of Western wellness trends, including aromatherapy and natural health solutions, is on the rise in Asia Pacific countries such as China, Japan, and South Korea. Additionally, rapid urbanization leads to changes in lifestyle that often result in increased stress levels and disrupted sleep patterns, creating a higher demand for sleep aids such as pillow mists.  As economies in the region grow, disposable incomes rise, enabling more consumers to invest in wellness products, including pillow mists. For instance, according to the World Bank, the urban population share of India increased from 34% in 2019 to 36% in 2023. The market in China is estimated to be USD 0.30 billion in 2025.

India’s market size is foreseen to be valued at USD 0.27 billion and Japan’s likely to be USD 0.07 billion in 2025.

South America and Middle East & Africa

South America region is to be anticipated the fourth-largest market with USD 0.13 billion in 2025. The growth of e-commerce and the real estate sector in the Middle East & Africa, along with South America, contribute to the market expansion of pillow mists. Online channels enable brands to reach a broader audience across different countries within these regions, expanding their customer base beyond traditional geographical constraints. Besides, the expansion of residential properties also leads to increased demand for home wellness products to create relaxing environments within their homes using natural sleep aids, fostering regional growth. For instance, according to the World Bank, individuals using the internet in Latin American and Caribbean countries, increased from 68% in 2019 to 81% in 2023. The UAE market is expected to hold USD 0.01 billion in 2025.

Competitive Landscape

Key Market Players

Firms Focus on R&D Efforts to Capture Significant Market Share

The competitive landscape of the global pillow spray market is marked by a diverse range of players, innovative product offerings, and shifting consumer preferences. This dynamic and multifaceted market is driven by major brands that are adapting to evolving consumer demands for natural, sustainable, and innovative products. As the market continues to grow, companies that focus on research and development (R&D), sustainability initiatives, and effective digital strategies will be best positioned to capture a significant market share in this thriving pillow mists industry.

Major Players in the Pillow Spray Market

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This Works, Bath & Body Works, REN Clean Skincare, Asutra, and House of Aroma are a few of the leading players in the market. The global market is extremely fragmented, with the top 5 players accounting for ~5% of the market share.

List of Key Pillow Spray Companies Profiled

• L’OCCITANE Group (Switzerland)
• House of Aroma (India)
• REN Clean Skincare (U.K.)
• Bath & Body Works (U.S.)
• This Works (U.K.)
• Asutra (U.S.)
• Eunoia Naturals (U.S.)
• Crabtree & Evelyn (U.K.)
• Living Libations (Canada)
• Raksoncare (India)

Key Industry Developments

• February 2025 – Wellamoon, a company known for its science-backed sleep support solutions, introduced the Wellamoon Sleep Pillow mists. This product is designed to enhance sleep quality by promoting relaxation and helping users fall asleep faster. The spray features an all-natural formula, which is applied to pillows and bedding before sleep to create a calming environment.
• November 2024 – Troikaa Pharma, a pharmaceutical company, launched Zolswift-SL, which is considered the world's first zolpidem sublingual spray for treating insomnia. The product contains zolpidem, a sedative-hypnotic medication used to treat insomnia, and is designed to help individuals fall asleep faster and stay asleep longer.
• October 2024 – Vestige, a health & wellness company, launched several products aimed at improving sleep and hair health, including the Vestige Prime Absorvit Melatonin Sublingual Spray for better sleep and another spray focused on healthier hair. This product is designed to enhance sleep quality by inducing natural, uninterrupted sleep.
• May 2024 – Beter Bed, a Dutch manufacturer of bedroom products, launched the M line Allergen Spray, powered by patented HeiQ Synbio technology. This innovative spray is designed to eliminate common allergens found in homes, such as dust mite matters and pet hair allergens on beds, pillows, sofas, carpets, curtains, and other household items.
• March 2023 – This Works, a U.K.-based pillow mist manufacturer, released a Deep Sleep Pillow Spray Duo Set exclusively in travel retail. The set includes two 75ml bottles of their best-selling deep sleep pillow mist and is available at duty-free shops in airports, such as Madrid and Birmingham.

Investment Analysis and Opportunities

Growing Investments in Geographical Expansion to Boost Pillow Mists Market Growth

Increasing investments toward the expansion into new regions allows companies to target untapped markets where awareness of sleep health and relaxation products is growing, such as Asia-Pacific and Latin America. Besides, geographical diversification reduces dependency on mature markets and, provides opportunities for growth in emerging economies and fostering product consumption. For instance, in February 2022, This Works announced significant growth in China by launching a new store on Tmall Global, Alibaba's cross-border e-commerce platform. This strategic move allows This Works to expand its presence in the Chinese market, offering a wider range of sleep-enhancing products to consumers.

REPORT COVERAGE

The pillow spray market research report provides a comprehensive analysis, focusing on key elements such as major companies, regional and market segmentation, competitive dynamics, product type, application, end-user, and distribution channels. Additionally, it provides insights into market drivers, trends, and challenges and presents significant developments within the industry. Beyond these aspects, it also examines various factors that have contributed to market growth in recent years.

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Report Scope & Segmentation