Preview: Sleep Eats

27 : 03 : 2017 Sleep : Wellness : Optimised Self

Global – Brands are developing new foods, drinks and supplements that calm the mind, aid sleep and restore consumers’ bodies as they rest.

  • The value of the global sleep aid market is forecast to reach £64.2bn ($80.8bn, €74.4bn) by the end of 2020, according to Persistence Market Research
Dirty Lemon Sleep drink, US Dirty Lemon Sleep drink, US
Four Sigmatic sleep powders, US Four Sigmatic sleep powders, US
Torii Unwind shots, US Torii Unwind shots, US
Dirty Lemon campaign, 2017 Dirty Lemon campaign, 2017

Brands are enhancing or repositioning traditional foods as mind- and muscle-boosting snacks to be consumed before bed. Gatorade’s Sports Science Institute is developing post-workout products including a casein protein yoghurt that helps to rebuild users’ muscles during sleep. This late-night snack is expected to hit supermarket shelves within the next two years.

Meanwhile, Healthy Skoop is repositioning smoothies as night-time sleep aids. Its Sleep Protein powder is designed to calm the mind before bed, stimulate brain activity during sleep and keep blood sugar levels within a healthy range. ‘Initiating and sustaining healthful sleep is about so much more than taking a pill. It’s a lifestyle,’ says Dr James Rouse, naturopathic doctor and co-founder of supplements brand Healthy Skoop.

The Big Picture

For more on how food and drink brands are taking on the sleep market, see our Sleep Eats microtrend.

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