Edited by Miroslav Dimitrov
Hello readers and welcome back to this week’s Inflection Point. Recently, NWO.ai's platform recorded a series of Inflection Points for the signal "Sleep Supplements," indicating a spike in consumer interest in improving sleep quality. According to the National Institute of Health, 19% of US adults struggle with sleep, impacting both their mental and physical health.
That is why this week we looked into sleep supplements and what consumers look for when they go to bed. Sleep supplements are known to help people fall asleep faster, but we wanted to find out if there are other benefits consumers are considering when purchasing sleep supplements.
These supplements can come in the form of pills or gummies. Some of the most popular supplements include melatonin, magnesium, and more recently CBD. Over the past three years, the impact score for “Sleep Supplements” increased by 3,330%, and the future estimate forecasts growth throughout the following year. Let's look at some of the growth drivers and benefits consumers are looking for that may be responsible for the increased interest in sleep supplements.
While many consumers use sleep supplements to fall asleep faster, there is growing interest in higher-quality recovery sleep. Over the past three years, the benefits of “Sleep Recovery,” “Quality Sleep,” and “Better Sleep” have all increased in consumer energy, indicating that consumers are not just looking to fall asleep faster. The signal for “Sleep Recovery” increased by 2,885% during that period, illustrating that people are looking for supplements that not only help them sleep faster but also possess recovery benefits. These benefits include anti-inflammation, better circulation, and boosted immunity properties. Many of the most common sleep aids do not have these benefits, suggesting there may be a shift in the type of supplement consumers are taking to achieve better sleep.
Magnesium, CBD, and Melatonin are some of the more popular sleep aid supplements and we wanted to see how they compared. All three of the signals for these supplements increased over the past three years; however, both Magnesium and CBD-based sleep aids forecast higher growth throughout the following year. Magnesium and CBD sleep gummies also rank higher in impact score than melatonin gummies, which may indicate that consumers are shifting away from one of the most common sleep aids. Why is this happening?
As mentioned above, consumers seem to have a preference for sleep aids that not only help with sleep but also recovery. Melatonin usage has more than quintupled since 1999 even though melatonin does not possess as many recovery benefits as magnesium or CBD. Melatonin studies have struggled to prove consistent usage results in better sleep. This may factor into the diminishing consumer interest in the supplement, allowing for magnesium and CBD to grow in the mind of consumers. Magnesium and CBD both have anti-inflammatory properties, enable better blood circulation, and can help with pain management, while also providing better sleep. It seems that consumers are beginning to shift away from more traditional sleep supplements to supplements that also aid with recovery. Current data suggests that companies who position themselves with products offering sleep recovery characteristics will stand to gain the most from this shift in consumer energy.
Thank you for tuning into this week’s Inflection Point covering sleep supplements and the impact of shifting consumer interests. Don’t forget to check back next week for more trends that are shaping the future of products. As always, enjoy your weekend.
NWO.ai's predictive platform enables leading Fortune 500 companies and government agencies to anticipate and track global cultural shifts by aggregating, analyzing, and producing actionable reports on human-generated data. We are leveraging petabytes of external, noisy, and unstructured data from various sources –including search, social media, blogs, news, patent databases, and SEC filings and we are continuously adding more sources. Our mission is to answer the what, when, and most importantly, 'why' behind a consumer trend and enable our customers to detect these shifts as early as possible.
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