24 Jul 2024
Yawn-inducing snacks are good
Afraid your products are a bore? Don’t be. Yawn-inducing snacks are all the rage right now. In today's world where consumers are obsessed with optimizing their health and well-being, sleep is taking center stage as the latest wellness trend. Counting sheep is over. Consumers are turning to technology, tools and foods to improve their chances of a good night's sleep.
Why sleep is trending
The modern lifestyle, characterized by stress, screen time and irregular schedules, has led to widespread sleep issues. With consumers being more health-conscious than ever, the importance of sleep for overall well-being is commonplace. According to McKinsey, sleep ranks as the second-highest health and wellness priority for consumers. No wonder, considering quality sleep is linked to better mental health, improved cognitive function and enhanced physical health. Consequently, consumers are looking for ways to enhance their sleep.
The new luxury wellness craze
Vogue Business states ‘a good night’s sleep is the new luxury wellness craze’. They spot a new wave of luxury sleep brands targeting young and affluent consumers with special bedding and high-tech wearables to improve night rest and optimize everyday life. Hospitality company Hilton listed sleep as a top travel trend for 2024. Hotels are now offering special sleep offers and there are even sleep retreats where guests focus on not much more than getting the maximum amount of rest with specially designed hotel rooms with a bed that tracks your sleep. Each morning you wake up to a report on how you’ve ‘performed’ overnight.
Can’t get no sleep
The global sleep economy was valued at about $432 billion in 2019, but is projected to reach $585 billion this year. Business is booming for those who offer the solution to broken nights and weary days. A 2019 study by Philips found that 62% of adults around the world say they don’t sleep as well as they’d like. It’s safe to assume those numbers haven’t come down, as sleep is now one of the seven areas of growth in the wellness space according to McKinsey. They found that 37% of US consumers expressed a desire for additional sleep and mindfulness products and services, such as those that address cognitive functioning, stress and anxiety management.
Food and slumber
There are many factors that affect whether a person gets to sleep for a solid eight hours or is doomed to stare at the ceiling all night. Screen time, stress, caffeine intake, exercise and diet. Now the brain-gut axis is having its moment in the spotlight, food has become a more popular way to improve sleep. The interaction between the gut and physical and mental well-being, for example, is the focus of the Netflix show Hack Your Health. We see the most interest in sleep-inducing foods in the US, UK, India and Nigeria, but interest is growing in Japan, Australia, South Korea and Brazil.
Latest science on sleep and diet
New research makes it easier for the food industry to take advantage of the growing market of ‘sleep foods’ without being misleading. Grandma’s “eat well, sleep well” statement is now backed up by science. Recent research shows a healthy and nutritious diet contributes to stress management and sleep quality. This has to do with our brain-gut axis. The gut microbiome not only influences our digestive system, but also our mood and sleep quality through the connection with the brain.
Last year, a group of American scientists found that a highly diverse gut microbiota promotes healthier sleeping patterns. The total gut microbiome diversity increased sleep efficiency, total sleep time and decreased sleep fragmentation, meaning waking up during the night. Research like this opens the possibility of improving sleep through gut microbiome manipulation.
Until such microbiome therapies exist, consumers can use long-term dietary and lifestyle changes to increase gut microbiota diversity and, in theory, help improve the quality of their sleep. Several studies show that the diversity of gut bacteria increases through highly varied diets that adopt many different types of plant foods. So eat the rainbow and visit Dreamland!
Sweet dreams
Since dark chocolate is a functional ingredient that can help with better sleep, a lot of foods positioning themselves as promoting good sleep contain chocolate. The Sleepy Chocolate by The Functional Chocolate Company combines chocolate with botanicals such as chamomile, valerian, lavender and lemon balm to help people fall asleep faster and more soundly. ZenEvo simply enriches its portion-sized Sleepy Sweet chocolates with straightforward melatonin supplements.
Nightfood is a brand that focuses solely on sleep-friendly snacks. Their cookies and ice cream are formulated by sleep and nutrition experts and they rely on three different methods to help snackers sleep better. Their so-called ‘sleep-friendly nutrition’ has:
less sugar, fats and calories than other late-night snacks.
more casein protein and prebiotic fiber
natural sleep-supporting ingredients such as calcium, magnesium, zinc and vitamin B6
Food ingredients that are seen as helpful to sleep
Are you looking to create your own sleep-friendly chocolate, pastries, or baked goods? Our always-on research highlights key ingredients that consumers believe enhance sleep quality. Some of these ingredients are perceived to aid sleep, while others are supported by scientifically proven health benefits related to mental health and sleep.
- Tart cherries - a natural source of melatonin, the hormone that regulates sleep. Studies show that consuming tart cherry juice before bed can improve sleep quality and duration. Melatonin is the only ingredient that can be used for sleep health claims in the EU.
Bananas - promote sleep because they are rich in potassium that helps relax muscles, and magnesium which contributes to psychological functioning. They also contain tryptophan, which the body converts into serotonin and melatonin, further aiding in sleep regulation.
Oats - packed with nutrients like magnesium and fiber, all of which promote melatonin production and help maintain steady blood sugar levels, crucial for a restful night.
Dark chocolate - can reduce cortisol levels and increase melatonin.
Almonds - another magnesium-rich food that can help regulate melatonin levels. They also provide protein, which helps stabilize blood sugar levels throughout the night.
Leafy Greens - spinach and kale are excellent sources of magnesium, a mineral that supports relaxation and improved sleep quality.
Chamomile - famous for its calming properties, helping to relax the mind and body before bedtime.
Valerian root - gaining popularity for its potential to enhance sleep quality and promote relaxation.
Walnuts - the melatonin and healthy fats can induce sleepiness. They are also rich in omega-3 fatty acids, which have been linked to better sleep.
Kiwi - high in serotonin. Research suggests that consuming kiwi can improve sleep onset, duration and efficiency.
Sea moss - known for its rich mineral content, sea moss is believed to support better sleep and overall health.
