Bensons for Beds has launched a new campaign encouraging Brits to unwind this January.

The ‘Yawnhub’ initiative highlights the benefits of yawning, revealing it triggers the release of “feel good” hormones like serotonin and dopamine.

Inspired by research showing adults yawn an average of five times daily, the campaign sheds light on its positive effects. A survey of 2,000 people found that 37% believe yawning is beneficial, while 40% reported feeling more energised afterward.

Sleep expert Dr Sophie Bostock said: “Contrary to popular belief, yawning can be beneficial – it is associated with the release of dopamine, serotonin and oxytocin, which can have a stress-relieving effect. There are several theories about why we yawn, but there’s no one definitive answer.

“Yawning is often associated with stretching, and increased flow of oxygen and nutrients to the brain, which helps to wake us up. Yawning can also increase before and during stressful situations and may have a role in promoting relaxation. We also tend to yawn more in hot weather, which might indicate that it has a role in controlling temperature.

She continued: “Research shows that, in humans and animals, yawning is also contagious.”

The study also revealed 84% of adults think yawning is contagious, and 37% feel it should not be judged.

However, 53% hide yawns using their hands, 44% close their mouths tightly, and 25% breathe through their noses to conceal the act.

Bensons for Beds head of marketing, Lisa Richards, concluded: “We can’t always help when we yawn, and sometimes the timing is not quite ideal or appropriate.

“However, yawning is proven to have a myriad of benefits, so at Bensons, we want to celebrate the yawn and help to spread its contagious, feel-good benefits.”