Clean Sleep Report UK 2020

WoolroomUK

THE CLEAN SLEEP REPORT

SUPPORTING SUSTAINABLE BRITISH SOURCING

A COMMITMENT TO HELPING BRITONS

ACHIEVE BETTER SLEEP, NATURALLY

W OOLKEEPERS

T R A C EABLE BRITISH

W OOL G R O WER S


WHY WOOLROOM?

BRITISH

NATURAL

HYPOALLERGENIC

BREATHABLE

SUSTAINABLE

RENEWABLE

BIODEGRADABLE

TRACEABLE

Chris Tattersall, Sleep Environment Expert and Managing Director of Woolroom

DO YOU KNOW WHERE

YOUR SLEEP COMES FROM...?

“At Woolroom we are dedicated to helping the

nation achieve a good quality, natural, night’s

sleep, a vital component for health and wellbeing.

As part of this commitment we launched

Clean Sleep with the intention of raising

awareness about the holistic sleep environment

– the significance of what surrounds us when we

sleep and the impact it has on ensuring a good

night’s sleep.

As we continue to face unprecedented times,

more than ever getting the best night's sleep is

vital. What emerged from the current pandemic

was the increased positive sentiment around a

good night's sleep and the fundamental benefits

it has on our wellbeing.

To emphasise the significance, we have

conducted new research with YouGov* to

establish how sleep deprivation affects our

wellbeing and daily frame of mind, and identified

the levels of association with what we sleep in

and under, to ensure a good night’s Clean Sleep.

Discover the research findings on page 10.

We also believe that knowing where the products

you buy come from gives everyone the assurance

of best practice, which is why we are delighted to

announce a new partnership with Woolkeepers

to champion traceability and sustainability.

We are proud to be the only bedding creators

partnered directly with Woolkeepers.

Our customers can enjoy a better night’s

Clean Sleep - not only through the natural

benefits of wool bedding, now also with a clean

conscience, assured of the sustainability of their

wool bedding. They can also click to see the farm

where it was produced and read more about the

people taking the utmost care for the sheep.”

The Coronavirus crisis has had an unfortunate

impact on the value of British wool. Through

this partnership with Woolkeepers, we are

also dedicated to supporting UK farmers by

taking the conscious decision to maintain our

commitment to purchasing wool at the prepandemic

market value price.

* YouGov survey - Total sample size 2010 adults.

Fieldwork was undertaken between 31st October

- 1st November 2019. The survey was carried out online.

The figures have been weighted and are representative

of all GB adults (aged 18+).

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“ Offering complete transparency along the

supply chain by working with Woolkeepers

breaks down the metaphorical fences between

the farm gate and shop front, allowing customers

to follow the journey of their wool purchases.

- Chris Tattersall, Sleep Environment Expert and Managing Director of Woolroom


ANNOUNCING THE UK’S FIRST

FULLY TRACEABLE BEDDING

Woolroom is delighted to announce a new

partnership with Woolkeepers to launch

the UK’s first traceable wool sourcing model,

allowing customers visibility of the sheep that

produced the wool to help them sleep.

Woolkeepers is a community of likeminded

British sheep farmers, dedicated to a sustainable

approach towards wool. Collectively, they

established an environmental framework that

underpins the sustainable practices at each

stage of supply and production. A new wool

sourcing model has also been developed to

record the traceable movement of materials –

enabling customers to follow the journey of the

wool from farm gate to their hands.

The partnership celebrates the long-standing

relationship between Woolroom, the UK’s

leading wool bedding retailer, and British sheep.

Woolroom was created to champion responsibly

sourced wool and produce superior quality

products for the bedroom, and this partnership

brings this mission to life.

At a time when the nation’s awareness

of the environmental impacts of waste,

mass production and demand for sustainable

alternatives is ever-increasing, opening up

complete transparency along the supply chain

is a real step forward in the homeware industry.

The partnership means Woolroom is able to

demonstrate with utmost confidence that the

wool blends used are not only of the finest

quality, but a completely sustainable product

traceable back to its origins.

Initially customers will be able to trace products

back to the source in the organic Luxury range

by scanning QR codes on product tags. The plan

is to have similar tags on all Deluxe and Luxury

products by July 2020.

Initially launching traceability across the Luxury

organic collection in March, in response to the

pandemic and customer needs, Woolroom

accelerated production to introduce traceable

wool in the Deluxe and Classic ranges earlier

than planned. The

new Woolroom Kids

will also launch with

traceable wool to

help promote clean

sleep from babies

to early teens.

This step on in

new product

development

ensures customers

can benefit from

the best night's

clean sleep and

rest easy knowing

where their bedding

is sourced from.

Woolkeepers Swing

Tag with QR code

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WHO ARE THE WOOLKEEPERS ?

THE ERA OF

CLEAN SLEEP

“ We fully embrace the method of organic sustainable farming, ensuring we

meet the requirements of farm assurance to ensure good health of the sheep

and production of quality wool. We manage the environment in a sensitive,

sustainable manner, striving for best organic farming practice and highest

animal welfare standards.


- Jim Duffose, Group 009 Organic Farmer

Each of the 600 farmers that form part of

Woolkeepers are required to verify animal

welfare by adhering to The Five Freedoms,

recognising that consciously investing in the

flock produces a superior wool fibre.

The Five Freedoms:

1. Freedom from hunger and thirst

2. Freedom from discomfort

3. Freedom from pain, injury, or disease

4. Freedom to express normal behaviour

5. Freedom from fear and distress

The UK produces smaller flock sizes,

so to ensure commercial quantities can

be produced without compromising on

quality, farmers are grouped together by

fibre substance, breed, animal welfare

perspective, farm and land assurance

to produce a unique wool blend.

Each group is assigned a number; every

blend is identifiable by the above traits and

farm location which is then traceable back to

show which flock has grown the wool.

The main blend used by Woolroom in their Luxury

range is from Group 009 with farmers Jim and

Hugh producing wool of the highest quality from

their flock of organic Poll Dorset sheep.

Jim Duffose - one of Woolroom’s

suppliers from Traceability Group 009

THE RIGHT WOOL BLENDS ETHICALLY

SOURCED FROM THE RIGHT SHEEP, IN

THE RIGHT WAY…

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SLEEP AND WELLBEING

33% 13%

16%

95% of people identified a good

night’s sleep as being important

to their general mood

As a nation we’re obsessed with sleep -

whether we’re getting enough, whether

we’re getting too much and even if the sleep

we are getting is the right quality.

Research conducted by Mentalhealth.org.uk

(Sleep Matters: the Impact of Sleep on Health and

Wellbeing, 2011) highlights sleep as being as

vital to mental health as eating, drinking and

breathing. With this increasing awareness

comes increased messaging from a crowded

market about ways and products that will

help to get a better night’s sleep; the answer

is as simple as reviewing your overall sleep

environment and what you sleep in and under.

Ultimately, the technique to getting a good

night’s sleep is by maintaining the perfect

body temperature, including moisture

management, and reducing any possible

allergens, factors which are often the most

common causes behind unsettled and

disturbed sleep.

Woolroom worked with YouGov to

commission this survey to establish the

impact a bad night’s rest can have on a

person’s wellbeing and direct behaviour. An

outstanding 95% of people identified a good

night's sleep as important to their general

mood, while 30% said they feel more anxious

after a bad night’s sleep.

The findings looks at the nation’s views on

sleep, and the correlation between Clean

Sleep and wool bedding.

FRIENDS & FAMILY

18% 17%

How Important is Sleep to Wellbeing?

We asked respondents what they considered to be the most important consideration to their

general wellbeing and 27% of people ranked a good night’s sleep as the priority. The most

popular answer was ‘family’ which received 32% of responses. Other responses included ‘work/

life balance’ (11%), ‘exercise’ (10%) and ‘diet’ (8%).

There is a clear link between sleep and the quality of our wellbeing. A good night’s sleep can

improve our mood and productivity, whereas a bad night’s sleep impacts our energy, stress and

anxiety levels, and the way we behave towards others.

Ensuring people are educated about the relationship between a good night’s sleep and positive

mental health is something that emerged as a real priority following the survey’s findings.

Interestingly, we discovered that 95% of people understand the impact of a good night’s sleep

on their mood, yet only 27% consider it the most important aspect of their wellbeing!

Prioritising your own sleep environment and

understanding its uniqueness and importance

in ensuring a good night’s sleep is what the

Clean Sleep campaign is all about.

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WAKEY, WAKEY, RISE AND...?

BETTER SLEEP, NATURALLY

We asked people how their behaviour

changes after a bad night’s sleep:

Similarly, we asked how others perceived

them after a bad night’s sleep:

Unsurprisingly, 66%

of respondents felt

LETHARGIC 66%

lethargic the next day.

49% felt people

considered them

IRRITABLE 49%

more irritable.

asked felt stressed

STRESSED 46%

side effect, with 43%

AGITATED 43%

respondents felt

ANXIOUS 27%

badly the night before

SAD 17%

became present with

AGGRESSIVE 16%

POSITIVE 1%

RELAXED 1%

A GOOD NIGHT’S

SLEEP - THE STATS

27% of people consider a good night’s

sleep the most important factor to their

general wellbeing.

95% of people identified a good night

sleep as important to their general

mood.

95% of respondents consider having a

good body temperature (not being too

hot or too cold) important to getting a

good night’s sleep.

Almost half of those

after sleeping poorly.

Agitation is a common

feeling it the next day.

Over a quarter of the

increased anxiety.

17% felt that sleeping

made them feel sad.

An aggressive nature

16% of the respondents.

27%

WELLBEING

95% 95%

GENERAL

MOOD

TEMPERATURE

perceived to be less

UNSOCIAL 34%

LESS

PRODUCTIVE

30%

increased side-effect

ANXIOUS 16%

Only 15% of respondents believed nobody

had ever noticed a difference in their

behaviour.

A BAD NIGHT’S

SLEEP - THE STATS

30% of respondents feel more

anxious after a bad night’s sleep.

46% of people think their

friends find them more irritable

after a bad sleep.

66% described feeling

“lethargic” as the most common

side-effect of a bad night’s sleep.

60% of those asked feel

they underperform at work,

university, everyday tasks etc.

34% felt they were

sociable than usual.

30% noted that their

colleagues recognised

underperformance.

Anxiousness was an

with 16% of respondents.

A bad night's sleep

can rev up irritability

and increase stress

levels...

30%

46%

66%

ANXIOUS IRRITABLE LETHARGIC

60%

UNDER

PERFORM

Clean Sleep is our commitment to help

Britons achieve the perfect night’s sleep.

Clean Sleep is dedicated to raising awareness

of the holistic sleep environment, which is

the key to attaining a good night’s sleep. The

campaign aims to spotlight the surprising

benefits of wool as the only sustainable fibre

that promotes a natural night’s rest.

As the only company with the complete

natural sleep solution approved by Allergy

UK, the UK-based wool specialists are

dedicated to dispelling the preconceptions of

wool being itchy, hot and hard to care for in

order to promote a nation of clean sleepers.

Natural wool is scientifically proven to improve

sleep quality, with research suggesting that

wool bedding can actually help provide up

to 25% more stage four regenerative sleep

- the point at which our body is thought to

do the most repair and regeneration of cells.

Wool also creates a natural sleeping

environment that is temperature

regulating, naturally flame retardant,

and hypoallergenic, with an unparalleled

ability to absorb harmful VOCs (volatile

organic compounds - often found in paints,

vanishes and cleaning products) in the

structure of the fabric. This ensures a safe

and comfortable Clean Sleep all year round,

helping you to wake up feeling refreshed,

revitalised and ready to face the day.

The contributing factors towards a good

night’s sleep are often unrecognised as being

as unique to an individual as their finger print.

Woolroom offer a personal sleep consultation

in their three stores, and has recently launched

the same expert advice on thewoolroom.

com. This service provides customers with

exclusive access to a team of sleep experts

who will offer tailored advice and show British

wool for the miracle fabric it really is. Ensuring

each customer is supported in creating a truly

unique and bespoke bed linen combination to

meet their individual needs for clean sleep.

Confident in its commitment to creating the

perfect sleep environment for the nation,

Woolroom is the only UK bedding retailer

to offer two unique sleep guarantees if your

sleep isn’t significantly improved:

• 100 night sleep trial when you buy

a mattress coupled with a Woolroom

protector/topper

• 30 night sleep trial when you buy a

full bedding set, consisting of a duvet,

pillow(s) and a mattress protector/

topper

As well as its ground-breaking work with

Woolkeepers, Woolroom is an active

supporter of the Campaign for Wool.

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DISPELLING THE

MISCONCEPTIONS OF WOOL

A proportion of the research was conducted

in order to better understand the nation’s

awareness of their sleep environment and how

vital it is in ensuring a best night’s clean sleep.

We also wanted to explore the nation’s

existing relationship with and perception of

wool, as well as discover what is believed to

be important in ensuring a good night’s sleep.

The survey revealed a lack of resonance with

natural wool in the sleep environment, Only 9%

of respondent’s recognised wool as a natural

and sustainable fibre to sleep comfortably

with, yet at the same time 95% considered

temperature regulation as ‘important’ to a

good night’s sleep.

Further research at the University of Leeds

conducted on behalf of Woolroom in 2016

identified wool’s incredibly clever ability

to regulate skin moisture and temperature

levels as we sleep, preventing waking from

becoming too hot or cold during the crucially

regenerative stage 4 REM sleep.

ITCHY

HARD TO

CARE FOR

easily

washable

HOT

43%

28%

21%

47%

Ultimately, the preconceptions demonstrate a

lack of awareness around the natural benefits

of British wool; demonstrating the need for

education to proactively improve the nation’s

ability to experience the best night’s sleep and,

subsequently, better health and wellbeing.

Here we expand on the natural benefits of

wool alongside the research we conducted

with the University of Leeds. This scientifically

proves and supports the benefits of wool

as a sustainable fibre to create the ideal

sleeping environment for a natural night’s

rest - further strengthening the premise of

the Clean Sleep campaign.

THE SCIENCE OF SLEEP

Pioneering research conducted by Leeds

University for Woolroom** reveals that wool

bedding boosts chances of a good sleep by 67%. A

study conducted at a Leeds University laboratory

has revealed that wool could be the secret to

staying cool and getting a good night’s sleep.

Over a third of Brits attribute poor sleep

to being too hot at night (A sleep survey

conducted by Censuswide of 2000 people)

and it is this build-up of heat and subsequent

sweating that is the most common reason

for waking during the night, particularly

during stage 4 regenerative sleep (between

2am – 5am).

The study used a modified Sweating

Guarded Hot Plate Technology and pitted

commercially available feather/down duvets

against polyester and wool to examine their

thermal insulation properties and moisture

management, factors essential to keeping us

cool and preventing a disturbed night’s sleep.

Wadding samples of each duvet were preconditioned

under two environments, in the

cooling down phase from a temperature

of 70°c and in the warming up phase of an

environment of 17°c and 45% relative humidity

– the ideal settings for the average bedroom*.

temperature for sleep, faster than feather/

down and polyester bedding. It was also found

to maintain this temperature constantly while

feather/down and polyester took far longer

to reach 35.1°c and were unable to maintain

this, regularly reaching 36.1°c and above.

Sweating Guarded Hot Plate technology

allowed the wadding to be tested in conditions

that mimic the human body during the night.

When applied to a typical night’s sleep, higher

temperatures lead to increased moisture levels

produced by perspiration. The maximum

sweating rate that can be coped with by wool

wadding is higher than both tested polyester

and feather down, meaning that wool can

diffuse a larger amount of moisture across an

eight hour period.

WOOL TRANSPORTS MOISTURE 43% MORE

EFFECTIVELY THAN POLYESTER AND 67%

MORE THAN FEATHER & DOWN

In both environments, it was found that the

wool duvet performed significantly better at

managing moisture over an eight hour period

than both polyester and feather/down duvets.

Moisture management was tested by

measuring the water vapour resistance of

each sample of wadding: a higher score

indicates a fibre that traps moisture, leaving

it unable to escape and causing a build-up of

heat with subsequent waking.

Feather/down wadding allowed the least

amount of water to escape, with wool

allowing 43% more moisture transmission

than polyester and a massive 67% more than

feather down duvets (see graph).

When testing thermal insulation, wool

was found to reach 35.1°c, the optimum

Moisture transportation (grams per m² per 8hr)

Moisture Management of Woolroom

Duvets vs Polyester and Feather &

Down Duvets over an eight hour period

Wool remains at a consistent optimum

temperature when compared to feather/

down and polyester duvets. Testing at two

different temperatures also allowed the

conclusion that these benefits are down to

the fibre properties and structures of wool

rather than the thickness of the duvets.

** Findings by Leeds University for Woolroom

established in 2016

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THE PERILS OF HIDDEN ALLERGIES

As the only company with the complete natural

sleep solution approved by Allergy UK, the

leading Allergy support organisation in the

UK, we wanted to establish the association of

allergy symptoms with the sleep environment.

Man-made, treated fibers in bedding and

mattreses host hidden allergens that can

cause sleepless nights or leave us waking

up feeling unwell. Symptoms can often be

mistaken for common allergies or ailments.

Wool has long been recognised as a fibre

which reduces exposure to allergens, by

resisting house dust mites and other allergens

through its natural moisture management. It

also has an unparalleled ability to absorb and

neutralise harmful VOCs often found in paints,

varnishes and cleaning products.

Considering only 27% of respondents

identified hypoallergenic as a key factor when

purchasing bedding, this shows a lack of

recognition that the sleep environment could

be the problem.

An interesting unknown fact is that wool is

naturally hypoallergenic, making it the ideal

fiber for the sleep environment.

Creating a healthy sleep environment by

replacing hidden toxins and man-made,

treated fibers with natural wool contributes

towards a good night’s natural Clean Sleep.

This is paramount to good health, helping

the body to naturally protect itself against

allergens and ultimately ensuring we wake

up feeling refreshed, revitalised and ready

to face the day.

The percentage of respondents

who have woken up with these

symptoms:

BLOCKED SINUSES - 54%

RUNNY NOSE - 40%

PUFFY EYES - 28%

ITCHY EYES - 28%

SNEEZING - 35%

Farming runs in the family. Jim and his sons at their farm in Longleat.

Scan QR code for more information

on Woolroom’s organic producers


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Visit www.woolroom.com to learn more

Contact: woolroom@z-pr.com

or call 02072 875006 for more information.

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