Consumer interest in sleep supplements keeps growing. Stress & sleep has been the fastest-growing supplement category for the past 3 years. Even so, the current market offer does not provide satisfactory solutions to sleeping problems.
Due to education and wearable technology, consumers are starting to recognize the value of sleep quality. Leading brands are communicating sleep quality parameters in recent launches. Most formulations, however, are very repetitive and fail to address sleep quality holistically. They are based on commodity herbals and rarely offer any added value.