Unicharm Conducts Survey on Children's Summer Sleep and Bedtime Routines: Approximately 3 out of 4 Parents Struggle with Getting Children to Sleep

Unicharm Corporation (President and CEO: Takahiro Fujiwara) is pleased to announce the results of its "Survey on Children's Summer Sleep and Bedtime Routines" conducted among 1,000 parents ahead of the peak summer season. This initiative is driven by the brand's commitment to supporting children's desire to "want to put them on themselves!" with its nighttime diapers, "Oyasumi Man."

The survey revealed that approximately three out of four parents struggle with getting their children to sleep, and despite trying various methods, many are not seeing effective results. In response, Unicharm proposes a new routine, "Oyasumi Switch," supervised by Dr. Mariko Morita, a pediatric sleep consultant, to help children naturally transition into sleep mode on their own.

Survey Findings and Proposed Solutions to Challenges

1. 86.5% of parents responded that "sufficient sleep" is essential for children to enjoy summer energetically.

2. However, approximately 3 out of 4 parents struggle with daily "bedtime routines."

3. 94.9% of parents feel they are not seeing results despite trying various "bedtime" methods.

4. The key to overcoming the current situation is to foster children's "self-initiative."

5. Pediatric Sleep Consultant Dr. Mariko Morita supervises the new routine, "Oyasumi Switch."

Expert Profile

Dr. Mariko Morita, Pediatric Sleep Consultant and Physician

Graduated from the Faculty of Medicine, University of Tokyo in 2012.

After working part-time at the Sleep Medicine Center, Showa University Hospital East Hospital from 2019, she currently provides counseling on infant sleep problems, conducts lectures for childcare providers and medical professionals, supervises app development, and trains pediatric sleep consultants. She supports parents in achieving a child-rearing approach centered on their own values through resolving night crying.

Survey Overview

Survey Name: Survey on the Actual Situation of Children's Summer Sleep and "Bedtime Routines"

Survey Period: June 5 - June 9, 2026

Target Audience: Parents nationwide in Japan with children aged 0 to elementary school who responded that they "usually put their children to sleep (or have experience doing so)."

Survey Method: Internet survey

Number of Respondents: 1,000 parents (male and female) with children

Survey Details

(1) 86.5% of parents responded that "sufficient sleep" is essential for children to enjoy summer energetically

Looking ahead to the upcoming summer season, 75.3% of parents expressed concern about their children experiencing summer fatigue due to the heat, and 86.5% believe that "securing sufficient sleep is indispensable for children to enjoy summer energetically."

(2) Approximately 3 out of 4 parents struggle with daily "bedtime routines"

While recognizing the importance of sleep, 75.3% of parents reported having experienced difficulties with their children's bedtime routines in their daily lives.

(3) "94.9% are not seeing results" despite trying various "bedtime" methods

When asked about the results of implementing strategies such as "dimming the room" and "reading picture books" for nightly bedtime routines, 94.9% of parents responded that they "did not feel it became smoother (it didn't change much)."

Expert Commentary and Introduction to "Oyasumi Switch"

【Why Don't They Sleep Even When You Try Hard? Expert Explains the Importance of "Oyasumi Routine"】

In response to the survey findings, we asked Dr. Mariko Morita, a pediatric sleep consultant, about the current state of bedtime routines and the importance of a proper "Oyasumi Routine."

Q. Why is it more difficult to get children to sleep in the summer?

◆ Dr. Mariko Morita: Summer is a season with long daylight hours and a tendency for uncomfortable sleeping conditions. Children are more susceptible to the effects of heat than adults, which can easily impact their sleep.

The survey results also show that many households incorporate bedtime rituals (routines) such as reading picture books. Repeating the same sequence every day signals to the child that "it's time to sleep now," which helps in forming sleep habits.

Q. Why is it difficult for children to fall asleep smoothly even when parents make an effort?

◆ Dr. Mariko Morita:

While it's true that an irregular lifestyle rhythm or an unsuitable bedroom environment can be factors, difficulties can also arise as children enter a stage of developing self-awareness, making methods that previously worked less effective.

Therefore, instead of unilaterally imposing the routine, it's important to incorporate elements that make the child think, "I want to try that."

Q. Please tell us the key points for making bedtime smoother.

◆ Dr. Mariko Morita:

The key is to foster the child's "self-initiative." By incorporating small self-decisions into the daily routine, such as "choosing for themselves" or "doing it themselves," children are more likely to approach sleep with a positive mindset. I call such proactive sleep habits the "Oyasumi Switch."

【How to Incorporate "Oyasumi Switch" Supervised by Dr. Mariko Morita】

Q. Please tell us specific ways to implement "Oyasumi Switch" and tips for success.

◆ Dr. Mariko Morita:

For example, simply adding one experience of "choosing for themselves" or "doing it themselves," such as letting them choose their own diapers or pajamas, or giving them the role of turning off the bedroom light, can become an "Oyasumi Switch."

Q. Are there any tips for continuing a new habit without giving up midway?

◆ Dr. Mariko Morita:

Don't aim for perfection from the start. Begin by adding just one new action to your usual routine. Generally, it is said that it takes about two weeks for a new sleep habit to become established. The important thing is to continue within a reasonable range.

Q. Finally, please give a message to moms and dads who are struggling with bedtime in the summer.

◆ Dr. Mariko Morita:

In the summer, it can be difficult for children to fall asleep because it stays light outside until late, and they may wake up in the middle of the night due to the heat. I have also experienced various sleep troubles raising my three children, and there were times when I felt exhausted without seeing results despite trying my best to improve the situation.

So, what I want to convey to all moms and dads is, "Let's take a deep breath and stay calm!" Children's conditions change daily. By calmly observing your child with a slightly longer-term perspective without rushing, that sense of security will be conveyed. I hope you will incorporate the "Oyasumi Switch" that can be continued without strain, while also adjusting the lifestyle rhythm and bedroom environment.

A Proposal from "Oyasumi Man" Nighttime Diapers, Where Choosing Diapers Becomes an "Oyasumi Switch"

Unicharm's "Oyasumi Man" nighttime diapers feature cute Pokémon designs that support children's desire to "want to put them on themselves!" By incorporating the habit of choosing their favorite diaper design themselves, children can easily integrate the "Oyasumi Switch" into their lives, supporting their smooth transition to sleep.

Starting June 30, 2026, we will be holding a "Oyasumi Man" gift campaign to allow children to experience the "Oyasumi Switch" habit by choosing their favorite diaper designs themselves.

We are also airing video advertisements that playfully convey this habit to children. Please see below for details.

View Details

"Oyasumi Switch" Video Advertisement

"With Pokémon" Episode Viewing URL: https://www.youtube.com/watch?v=lYdtSlF0G50

FAQ

Question 1. Why do children have difficulty falling asleep or wake up in the middle of the night during the summer?

Answer 1. The main reasons are the "long daylight hours" and the "hot and humid indoor environment" characteristic of summer. Children are more sensitive to heat than adults, and the discomfort of the heat interferes with sleep. According to Dr. Mariko Morita, a pediatric sleep consultant, "The basics of improving sleep are to first adjust the bedroom environment, such as room temperature, and the daily lifestyle rhythm."

Question 2. What specific actions constitute the "Oyasumi Switch"?

Answer 2. It refers to steps that encourage children to make small self-decisions, such as "choosing for themselves" and "doing it themselves." Specifically, voluntary actions such as letting children choose which "Oyasumi Man" nighttime diaper pattern they want today, choosing their favorite pajamas themselves, or letting the child be in charge of turning off the bedroom light fall under this category.

Question 3. How do the Pokémon designs of "Oyasumi Man" nighttime diapers help improve children's sleep habits?

Answer 3. Because they feature popular Pokémon designs, children are more likely to feel a positive desire to "wear them" and engage in the proactive behavior of "choosing for themselves" from among the various designs. This experience becomes an "Oyasumi Switch" (a proactive bedtime ritual) supervised by a doctor, easily supporting the transition from a parent-led to a child-led, natural sleep mode.

"Oyasumi Man" Brand Site

https://www.oyasumiman.jp/ja/home.html