Category
Lifestyle
Assisted Choices
Trend cluster
Category
Sleepy
Confection
Desserts that contain sleep-inducing ingredients are on the rise.
5.6
Trend score
Trend
What is the Sleepy Confection trend?
Sleepy Confection: Food brands are catering to the consumer habit of snacking at night by adding sleep-enhancing ingredients to desserts that are typically considered to be unhealthy. These items serve as an excellent example of how brands can cater to existing consumer habits and try to market to those, rather than trying to shape their habits or enforce new ones.
Insight
The consumer insight behind the Sleepy Confection trend
Understanding the lack in the market for multifunctional products that allow for late night snacking, brands are looking to further ritualize this behavior in consumers. The inclusion of sleep-inducing ingredients into snacks associated with late-night consumption showcases how there is a hybrid desire to view an existing category with a fresh perspective both by consumers and brands alike.
Trend themes
Themes within the Sleepy Confection trend
Three behaviours holding the trend together01
Sleep-Friendly Foods
Brands are adding sleep-enhancing ingredients to snacks traditionally considered unhealthy to further ritualize consumers' behavior around late-night snacking.
02
Natural Supplements
Consumers are seeking all-natural supplements that support healthy sleep patterns without relying on harsh chemicals or synthetic pills.
03
Functional Foods
There is a growing lack in the market for multifunctional products that allow for late-night snacking, leading to the creation of portion-controlled bedtime indulgences and cellular-supporting food bites.
Industry implications
What the Sleepy Confection trend means for industry
Where the trend changes the playbookFor
Food & Beverage
The food and beverage industry is incorporating sleep-enhancing ingredients and creating functional foods to cater to consumers' habits and promote healthier lifestyles.
For
Health & Wellness
The health and wellness industry is focused on offering all-natural supplements to support healthy sleep patterns and overall well-being.
For
Consumer Goods
Consumer goods companies are developing portion-controlled bedtime indulgences and cellular-supporting food bites to provide consumers with multifunctional products that support a healthy lifestyle.
Workshop question
How could your brand better cater to consumers' existing habits rather than trying to enforce new ones?
Trend signals
Trend signals for Sleepy Confection
Trend score 5.6 out of 10, from popularity 86%, activity 74%, freshness 10%.
Popularity86%
Activity74%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Sleepy Confection trend
4 featured examples from Dec 20, 2018 to Mar 16, 2021CategoryLifestyle
Cellular-Supporting Food Bites
Gem Debuts Anti-Supplements Immunity, Sleep and Calm Support Bites
Developing and manufacturing food-based products with natural supplements to support health and wellness
CategoryLifestyle
Sleep Support Bites
MyBite's Dietary Supplement for Sleep Features Melatonin & L-Theanine
The trend towards all-natural sleep aids creates opportunities for disruptive innovation in the development of health and wellness products that promote and improve sleep quality.
CategoryLifestyle
Sleep-Friendly Ice Creams
Nightfood is Using the Popularity of Ice Cream to Promote Better Sleep
The food and beverage industry can benefit from developing sleep-friendly products that promote health and wellness.
CategoryLifestyle
Berry-Infused Melatonin Gummies
MegaFood's Melatonin Berry Good Sleep™* Gummy is Certified Vegan
There are opportunities for disruptive innovation in the health and wellness industry by developing innovative natural sleep supplements that cater to the growing demand for healt…
