GET SOME SHUT EYE
Sleep is essential for good health and it is becoming a lifestyle focus. A variety of services and technology based products are launching to address consumers’ desire to sleep better. Trendincite LLC identified this trend in 2007 and sleep was the subject of Tidbit's inaugural launch. An estimated 75% of America’s workforce is suffering from chronic sleep deprivation and the worldwide sleep aid market is expected to reach roughly $31 billion by 2025, according to Persistence Market Research. Pillows and beds, nap centers and sleep-inducing spa treatments as well as consumer beverages and beauty products are just a few examples of what’s happening in the marketplace.
Nap Time: British health club brand David Lloyd created Napercise, which is designed "to help boost people’s mental and physical well-being through 45-minute mid-afternoon sessions." According to the press release, participants relax on beds while instructors play soothing sounds and reduce the room temperature to help promote calorie burning during sleep. In Madrid, Siesta & Go is a place for locals and tourists to rest, which was inspired by similar sleep spaces in Argentina, Japan and Belgium. Nap York is a wellness club where people can book sessions to sleep in private rooms, each containing soundproof curtains, live plants, essential oil diffusers, reading lights, noise-canceling headphones and twinkling stars or they can nap in pod chairs. The Dreamery by Casper in New York City is the newest entrant to join the nap niche. In addition to offering a 45 minute nap in a sleeping pod furnished with Casper products, customers receive Sunday Riley's skin care products.
Sleep Tight: In response to consumers’ desire for better sleep there are a variety of consumer beverages and supplements designed to help induce or enhance sleep. According to Procter & Gamble’s (P&G) ZzzQuil consumer survey, roughly two-thirds (67%) of Americans said they have trouble falling asleep at least once a month and nearly half (47%) reported that they experience this trouble at least once a week. In Addition, 4-in-5 consumers who tried a sleep aid reported that it helped them fall asleep more easily and stay asleep. Bigelow launched a line of Benefit teas and Sleep is one variant, which highlights a blend of chamomile and lavender tea. Sleep Well Milk is formulated with natural Jersey milk, valerian root and honey. It is currently available in Vanilla with a Chocolate flavor in development. SOM Sleep is a Ready-To-Drink beverage available in either Original or Zero Sugar flavors and is gluten-free, preservative-free, vegan and non-GMO. Chewpod Sleep on Demand is a functional gum that helps deliver a good night's sleep. It contains melatonin, vitamin B6 and natural amino acids to enhance total sleep time and quality and help regulate the body’s natural sleep/wake cycle. ZzzQuil is a line of non-habit-forming sleep-aids available in liquid and capsules. P&G recently introduced ZzzQuil™ PURE Zzzs™ Melatonin Gummies to help individuals fall asleep naturally.
Beauty Sleep: Lush offers a Sleepy Hand and Body Lotion that uses lavender oil and ylang ylang. Originally it was launched as a limited edition but the demand was so great it is now part of the line. The brand's newest product is Twilight Body Spray. Provision Dream Extract by Sherri Sebastian is designed "to be misted onto the user's sheets and pillows before bed to evoke a sense of peace and deep relaxation or spritzed onto one's clothes during the day to evoke your dream atmosphere." REN’s & Now To Sleep Pillow Spray uses a blend of essential oils to help with natural sleep balance while This Works Deep Sleep Pillow Spray is said to be clinically proven to help you fall asleep faster and wake feeling more refreshed. De Mamiel Sleep Series are offered in five rollerballs: Anchor, Rise, Settle, Shine and Soothe, which are meant to be rubbed on the skin and inhaled to induce and maintain a deeper sleep. For a spa treatment, Woodhouse Day Spa offers a sleep treatment menu and features a Deep Sleep Massage. For techies, Oria by Sensorwake is a device designed to help improve sleep by emitting sleep enhancing fragrances. DreamScentz™ by Givaudan is a patent-pending fragrance technology that uses complex fragrances, which cover different olfactive directions, to optimize the quality of sleep. The fragrance technology can be used in the Oria device as well as fine fragrances, night regime cosmetics, air fresheners, pillow sprays and fabric conditioners.
Sleep Travel: American Airlines and mattress company Casper collaborated to create a Sleep Suite to make flights more comfortable. For first class, business class and premium economy customers, they have produced eight products including a mattress pad for your seat, regular pillow, lumbar pillow, pillowcase, duvet, blanket, pajamas and slippers. For London commuters, in the UK, mattress startup Simba offers Snoozeliner, a bus with 14 sleeping pods with blackout blinds, an amber light therapy system and sound isolation.
In today's fast paced society, the lack of sleep is driving innovation as consumers nod to products and services that aid in sleep. Expect to see more sleep-focused consumer packaged goods and sleep services to enhance consumers' well-being.