At a recent congress of pediatricians, Dr. Van der Werf from Netherlands Institute for Neuroscience emphasized the importance of sleep for overall health of children: those who do not sleep well are more likely to get worse long-term cognitive results, to be less active during the day and to eat more sugary food. Nutraceuticals can offer long-term supplementation for those with irregular sleep patterns, like infants or gamer teens, or occasional supplementation during particularly stressful events such as school trips.
Heidi Rosenberg of BrandHive highlights the opportunity arising in the blending of sleep and energy categories. To combat low daytime energy, “consumers are looking for solutions that go beyond the instant-energy solutions of the past, and turning toward foods and supplements that help to increase focus and optimize body energy,” she claims.
Keena Roberts from Euromonitor observes that sleep aids are often positioned as stress relievers as well, as consumers look to address both conditions simultaneously. "OTC sleep aids are expected to continue their rapid growth across the world, driven by both epidemiological trends as well as an increasingly busy and stressed consumer base. Stress and sleep management are essentially one in the same when looking at consumer response. As a stressed consumer base turns to over the counter (OTC) sleep aids for relief, products positioned to address both conditions will continue to grow in popularity."
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