Sleep-inducing herbs and ingredients are infused into gummy formats
Trend–With supplements offered in gummy form on the rise, now ingredients that are specially curated for inducing sleep are also being offered in these edible formats. Incorporated with ingredients like chamomile and lavender, these products use novelty to differentiate themselves in the market.
Insight–Consumers are no longer simply looking to use products and services for their function alone, but also for the experience that comes with using those products. Whether that's taking the time to slow down and enjoy something, or adding unexpected elements, consumers, particularly Millennials and Gen Z, are now expecting that brands offer both efficacy and enrichment in the process of using their products. Offerings like edible nighttime supplements are able to take the chore and routine out of consuming sleep aids, and instead make them enjoyable items consumers can look forward to as part of their daily routines.
Insight–Consumers are no longer simply looking to use products and services for their function alone, but also for the experience that comes with using those products. Whether that's taking the time to slow down and enjoy something, or adding unexpected elements, consumers, particularly Millennials and Gen Z, are now expecting that brands offer both efficacy and enrichment in the process of using their products. Offerings like edible nighttime supplements are able to take the chore and routine out of consuming sleep aids, and instead make them enjoyable items consumers can look forward to as part of their daily routines.
Workshop Question — How could your brand prioritize experience as much as functionality in its product/service?
