Brands incorporate GABA into sleep-supporting beverages and mixes
Trend - Gamma-Aminobutyric Acid (GABA) is a chemical naturally produced in the body that enables the consumers to relax and to sleep soundly throughout the night. Brands are now leveraging this naturally-occuring chemical–found in vegetables, fruits, and nuts–in sleep-supporting products such as vitamins and beverages.
Insight - Consumers are becoming more aware of the importance of sleep as it pertains to overall health, prompting an increase in motivation to get a better night's rest. Moreover, due to growing concerns over health and wellness, natural sleeping remedies are growing in popularity as they are perceived to be safer with fewer side effects.
Insight - Consumers are becoming more aware of the importance of sleep as it pertains to overall health, prompting an increase in motivation to get a better night's rest. Moreover, due to growing concerns over health and wellness, natural sleeping remedies are growing in popularity as they are perceived to be safer with fewer side effects.
Workshop Question - How can your brand support the body's functions with natural ingredients?
Trend Themes
1. Natural Sleep Remedies - Growing concerns over health and wellness and perceived safety of natural remedies are driving the trend of incorporating GABA and other natural ingredients into sleep-supporting products.
2. Functional Beverages for Stress Relief - Stress is becoming a major concern for consumers. Beverages containing natural stress-relieving ingredients like GABA, L-theanine, and glycine are gaining popularity.
3. Clinically-effective Ingredients - Brands are turning to clinically-effective levels of natural remedies, like GABA, to advertise real benefits to consumers, and appeal to health and wellness trends.
Industry Implications
1. Food and Beverage - The food and beverage industry is a key industry for incorporating natural sleep-supporting ingredients, like GABA, into a range of products.
2. Wellness and Self-care - The wellness and self-care industry is at the forefront of the trend of incorporating GABA and other natural ingredients into products for stress relief and sleep support.
3. Pharmaceuticals and Supplements - Pharmaceutical and supplement companies can benefit from the trend toward natural remedies like GABA and can highlight clinically-effective levels of these ingredients to differentiate products.
