Category
Lifestyle
Assisted Choices
Trend cluster
Category
Sleepy
Beverage
Canned beverages are being tailored to help consumers with their sleep cycles.
4.6
Trend score
Trend
What is the Sleepy Beverage trend?
Sleepy Beverage: Brands are expanding the category of functional drinks to include a level of convenience. Beverages that are focused on helping consumers enjoy healthier sleep cycles are being offered in efficient, canned formats. This trend is only accelerated as industry giants are recognizing the interest in functional drinks on-the-go.
Insight
The consumer insight behind the Sleepy Beverage trend
Influenced by the health and wellness movement, contemporary consumers—especially those who live in fast-paced, demanding environments—are looking to optimize their routines. In this space, many are hoping to support their bodies and mental capacities in ways that limit common negative phenomena such as restlessness, anxiety, burnout, and so on. By being proactive in trying to avoid these conditions, consumers are feeling more confident, energized, and productive in their every-day.
Trend themes
Themes within the Sleepy Beverage trend
Three behaviours holding the trend together01
Functional Sleep Beverages
Brands are focusing on helping consumers achieve better sleep cycles by offering functional beverages in canned formats.
02
Adaptogenic Beverages
Beverage brands are leveraging adaptogenic ingredients like mushroom extracts to support physical and emotional health.
03
Functional CBD Drinks
Beverage brands are creating functional wellness drinks that contain CBD and additional ingredients like nootropics and adaptogens.
Industry implications
What the Sleepy Beverage trend means for industry
Where the trend changes the playbookFor
Health and Wellness
The trend towards functional beverages is indicative of a larger shift towards consumer health and wellness.
For
Beverage
The beverage industry is adapting to meet consumer demand for functional drinks that address specific health concerns.
For
CBD
infused beverages is an emerging market that caters to consumers looking for a wellness-focused experience.
Workshop question
How can your brand support consumers in their day-to-day?
Trend signals
Trend signals for Sleepy Beverage
Trend score 4.6 out of 10, from popularity 71%, activity 54%, freshness 12%.
Popularity71%
Activity54%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Sleepy Beverage trend
5 featured examples from Feb 23, 2021 to Jun 18, 2022CategoryLifestyle
Targeted Functional CBD Drinks
Medahuman Drinks Feature Nootropics, Adaptogens & Nutrients
The functional health beverage industry can benefit from incorporating CBD, nootropics, adaptogens, and other nutrients to create holistic wellness solutions that support differen…
CategoryLifestyle
Calming Canned Drinks
Leilo's Functional Beverages Boast a Dose of Calm in a Can
The beverage industry may need to adapt and innovate to meet the demand for functional, calming drinks.
CategoryLifestyle
Hydration-Focused Sleep Remedies
Consumer Wellness Brand Hydrant Debuted SLEEP for a Restful Night
Brands in the wellness and hydration industry can expand their product lines to include hydration sleep aids, increasing revenue and customer engagement.
CategoryLifestyle
Sparkling Mushroom Elixirs
Odyssey Elixirs' Drinks Enhance Energy and Focus with Adaptogens
Development of innovative and functional canned beverages with adaptogenic ingredients to meet the increasing demand for healthy drinks.
CategoryLifestyle
Calming Beverage Blends
Mood Tubs by Recess Contain Adaptogens, Electrolytes & Magnesium
The beverage industry can create more functional beverages with added benefits to cater to consumers looking for healthy options
