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By Chris Page
BBC Radio Ulster
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Sleeping has become big business.
Given the average person spends about 25 years snoozing, surprisingly little is known about the science of sleep.
But that is changing - and the new interest in sleep is spawning a
multi-million pound industry.
We get two fewer hours of slumber than our grandparents did
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Sleeping aids are the fastest growing sector of the health market worldwide - and consumers are spending millions on products from sleep-inducing milk to ipod pillows.
Anne from County Down (not her real name) says she would pay anything to restore her rest.
She hasn't had a full night's sleep for seven years.
"I feel it's robbed me of a good quality of life," she said. "I generally sleep between two and four hours a night, but often I have nights where I don't sleep at all.
"I can't concentrate, and I can't even read a book or watch a film all the way through.
"I go to work, and carry on the best I can - but it's very difficult being constantly tired."
Problems like this are on the rise.
Research by the Royal Society of Medicine says sleeping is an issue in 12% of GP consultations - and each night we get two fewer hours of slumber than our grandparents did.
But one of the world's leading experts - Professor Jim Horne of Loughborough University - thinks sleeping problems are often more imagined than real.
"Insomnia is out there, but it's not a problem that's worse than it ever has been," he said.
Dr Paul Miller says sleep should be as high a priority as exercise
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He believes the marketing of sleeping products may be creating the misleading impression that sleep is hard to come by.
There are many reasons why a person might have trouble getting 40 winks - but often it's linked with having a fast pace of life.
Dr Paul Miller, a consultant psychiatrist at the Mater Hospital in Belfast, believes we should make sleep as high a priority as exercise and a good diet.
"We are very good at encouraging people to be active, and to get their five portions of fruit and veg - we need to start treating sleep as a vital part of our health," he says.
But some developments suggest 24-hour living may be possible - even if it would not be good for us.
Experts believe in a few decades consumers will have the option of taking "go-pills" which turn off our need for sleep and give us a few more hours in the day.
In future, the sleep industry may present some difficult ethical choices.
The Radio Ulster Documentary: The Sleep Industry is at 1130 GMT on Saturday 3 February and 1630 GMT on Sunday 4 February.