Category
Lifestyle
Assisted Choices
Trend cluster
Category
Valerian
Adaptation
Traditional sleep aid valerian is adapted for simpler consumption.
4.0
Trend score
Trend
What is the Valerian Adaptation trend?
Valerian Adaptation: Long praised as a natural remedy for sleeplessness and anxiety, herbal superfood valerian root is being newly incorporated into a range of snack and drink formats for easier, more enjoyable consumption.
Insight
The consumer insight behind the Valerian Adaptation trend
Enticed by the movement for health and wellness, consumers are increasingly turning to holistic solutions that will allow them to support their bodily functions in a non-invasive way. Emphasizing the need for experience in this space, individuals are looking for products that are both enjoyable and accessible. This is because many correlate self-care routines with pleasure and are looking to support their mental and physical wellbeing in a seamless way.
Trend themes
Themes within the Valerian Adaptation trend
Three behaviours holding the trend together01
Herbal Superfoods for Sleep
Valerian root, passionflower, chamomile, and other natural ingredients are being incorporated into snack and drink formats for easier consumption as more consumers turn to holistic solutions for rest.
02
Functional Food and Beverages
Consumers are becoming increasingly interested in the health benefits of high-quality chocolate, tea-infused sleep drinks, and other functional ingredients.
03
Natural Sleep Aids
As consumers seek a non-invasive way to support their bodily functions and mental and physical well-being, the demand for all-natural sleep drinks such as reBloom and Snoooze continue to rise.
Industry implications
What the Valerian Adaptation trend means for industry
Where the trend changes the playbookFor
Food and Beverage
As consumers continue their search for healthier alternatives, F&B companies can incorporate beneficial ingredients into their products to provide a functional aspect to their offering.
For
Health and Wellness
With functional food and natural sleep aids becoming more popular, the health and wellness industry stands to benefit from this trend, including the use of natural ingredients, herbal supplements, and other holistic solutions.
For
Travel and Hospitality
As the number of travelers rises, the hospitality industry can incorporate natural sleep aids into their offering to provide guests with a comfortable and relaxing stay, especially those who may be dealing with sleep disorders and stress.
Workshop question
How can a new means of consumption improve the experience of a health product?
Trend signals
Trend signals for Valerian Adaptation
Trend score 4.0 out of 10, from popularity 61%, activity 52%, freshness 8%.
Popularity61%
Activity52%
Freshness8%
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 Valerian Adaptation trend
6 featured examples from Nov 7, 2017 to Sep 13, 2018CategoryLifestyle
All-Natural Sleep Drinks
The Herbs in 'Snoooze' Help to Support a Healthy Sleep Cycle
Disruptive innovation opportunity: Innovate within the health and wellness industry to provide natural, effective, and convenient sleep support options.
CategoryLifestyle
Soothing Traveler Milks
The Sleep Well Milk Drink Contains Valerian Herb to Help You Relax
The travel and hospitality industry can benefit from incorporating relaxation and sleep aids like the Sleep Well Milk Drink into their offerings to enhance customer experience.
CategoryLifestyle
Tea-Infused Sleep Drinks
'reBloom' is a Natural Sleep Drink with Valerian, Chamomile and Lavender
The sleep aid industry can leverage the trend of incorporating natural ingredients and develop innovative products with increased efficacy and minimal side effects.
CategoryLifestyle
Edible Relaxing Sleep Serums
The Nue Co.'s Sleep Drops Relax and Refresh the Body Overnight
Companies looking to disrupt the traditional sleep aid market can explore natural, personalized and accessible wellness products to help improve sleep quality.
CategoryLifestyle
Functional Herbal Chocolates
Astor Chocolate's Herbal Collection Features Bars to Calm and Relax
The food and beverage industry can tap into the trend of functional herbal chocolates by incorporating natural and relaxing ingredients into their chocolate products.
CategoryLifestyle
Bedtime Wildflower Tinctures
Naturopathica's Sleep Tincture Can Be Added to a Beverage Before Bed
Herbal supplement companies can create products featuring ingredients that promote rest and relaxation for better sleep quality.
