Global – Brands are developing new foods, drinks and supplements that calm the mind, aid sleep and restore consumers’ bodies as they rest.
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.
For more on how food and drink brands are taking on the sleep market, see our Sleep Eats microtrend.