# Sleepy Confection Desserts that contain sleep-inducing ingredients are on the rise. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 2, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/sleepy-confection ## Key Figures - Trend score: 5.6/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Dec 20, 2018 to Mar 16, 2021 - Published: Jan 2, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Sleepy Confection trend ### Sleep-Friendly Foods Brands are adding sleep-enhancing ingredients to snacks traditionally considered unhealthy to further ritualize consumers' behavior around late-night snacking. ### Natural Supplements Consumers are seeking all-natural supplements that support healthy sleep patterns without relying on harsh chemicals or synthetic pills. ### 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. ## What the Sleepy Confection trend means for industry ### For 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 for Sleepy Confection Trend score 5.6 out of 10, from popularity 86%, activity 74%, freshness 10%. - Popularity: 86% - Activity: 74% - Freshness: 10% ## Examples of the Sleepy Confection trend 4 featured examples from Dec 20, 2018 to Mar 16, 2021. - [Cellular-Supporting Food Bites](https://www.trendhunter.com/trends/support-bites): Gem Debuts Anti-Supplements Immunity, Sleep and Calm Support Bites (Category: Lifestyle) Implication: Developing and manufacturing food-based products with natural supplements to support health and wellness - [Sleep Support Bites](https://www.trendhunter.com/trends/supplement-for-sleep): MyBite's Dietary Supplement for Sleep Features Melatonin & L-Theanine (Category: Lifestyle) Implication: 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. - [Sleep-Friendly Ice Creams](https://www.trendhunter.com/trends/sleepfriendly-ice-creams): Nightfood is Using the Popularity of Ice Cream to Promote Better Sleep (Category: Lifestyle) Implication: The food and beverage industry can benefit from developing sleep-friendly products that promote health and wellness. - [Berry-Infused Melatonin Gummies](https://www.trendhunter.com/trends/melatonin-berry-good-sleep): MegaFood's Melatonin Berry Good Sleep™* Gummy is Certified Vegan (Category: Lifestyle) Implication: 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… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)