An emerging set of technologies to further enhance the sleep supplement space

Due to the increasing focus on mental health, sleep supplements showed significant growth in the first year of the epidemic and although it may have felt like a temporary trend, Euromonitor data shows that this category will continue to grow by 14.5% in 2021 and 14.9% in 2022.

And with that innovation – according to Mintel, new supplement product launches with stress or sleep claims will increase from 3.8% in 2020 to 4.5% in 2021.

Matejevs Ambrosic, Director of Marketing and Public Relations at Pharmaline Limited, discusses the evolution of the innovation, where the products have evolved from being ‘me too’ products to science-backed, dual-purpose solutions.

“Brands have been quick to offer more solutions to consumers focusing on mental health or sleep problems and this has been reflected in the product offering.

“The market is frequently flooded with formulations using commercial melatonin, passion flower, valerian root or lavender, with little variation in formulation, delivery, positioning and communication.”

In the year It was in late 2021 and 2022 that the segment began to evolve and global pharma brands and smaller disruptors such as Neurohacker, Nature Med and Vitamin Shoppe launched premium products with popular and clinically studied ingredients such as Lactium, DailyZz, Sensoril and KSM. . -66.

Some brands have begun to combine positioning to provide benefits such as sleep+protection or sleep+vision, while others have begun to focus on specific target markets.

As estimated by doctors and psychologists, up to 30% of children may have sleep disorders at some stage of childhood. According to the Nutritional Business Journal, children’s sleep supplements achieved an impressive 32.8% yoy sales growth in 52. Weeks ending July 10, 2022.

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