We are working longer, stressing harder, and watching more videos on our phones than we can count. It is not surprising Americans are becoming sleep deprived. And the health implications are serious. Chronic lack of sleep or poor-quality sleep can affect the body’s ability to fight illness, maintain cognitive health, or even digest which can lead to the risk of high blood pressure, heart disease, diabetes, obesity, and depression.

The good news is that U.S. consumers are waking up; 46% understand that quality sleep is important for their overall health and wellbeing. And brands are listening. In fact, SPINS data reported a 44% increase in new products with sleep aid claims between 2014 and 2018.

The tried and true vitamins and supplement heavy sleep aid category has seen astronomical growth, up 15% in 2019. Innovation outside of traditional vitamin and supplement aisle is booming, as well. Brands have begun to incorporate the functionality in calming teas and through rest-promoting essential oils. One of the most surprising categories to lean into the sleep trend is functional beverages. Brands like SOM are including magnesium, vitamin B6, L-Theanine, GABA, and melatonin in their beverages to help support a natural sleep cycle  – showing consumers there are multiple new ways to rest easy.

What this Means for You

As a retailer:

In-store education is crucial to help consumers understand why good sleep is important and to explain what ingredients promote restful sleep.  Feature products like Organic India’s Tulsi Tea or Everyone Essential Oils with educational signage, handouts, and shelf-talkers on the ingredients that support a natural sleep cycle. You can also pique a new consumer’s interest with destination placement or endcaps and using promotional deals to encourage trail.

As a shopper:

Learn about the different ingredients that promote a healthy and natural sleep cycle. Ingredients such as melatonin, a hormone that naturally regulates the sleep-wake cycle, or L-theanine, an amino acid commonly found in tea that promotes relaxation, both can help regulate disrupted sleep. With the increase in new products with added functionality, there are plenty of ways to explore unique ways to incorporate sleep aids into your diet and lifestyle.