Targeting Sleep-deprived consumers…

7th June 2019

7th June 2019

Sleep-deprived consumers want products that help them feel fresh & alert

Across the globe, consumers are in desperate need of a good night sleep. For instance, 42% of consumers say that they often have difficulty sleeping in the evening. This attitude is particularly common amongst younger adults aged 25-34.

Difficulty sleeping in the evening can be attributed to a variety of factors. Consumers feel more time-scarce than ever and are looking to cram as many activities into the day as possible.

This is something that can impact on the ability to relax and unwind, with consumers going to bed later and getting up earlier. Additionally, feelings of stress are also something that can keep consumers awake at night. Such worries can range from concerns about financial wellbeing and the ability to handle living costs to the welfare of loved ones.

consumers sleep

Finally, overuse of technology in bed, such as checking work emails or social media can also impact on the ability to enjoy a good night’s sleep

This is something that is driving demand for sleep-related products. A total of 65% of consumers say that they are interested in products that help improve quality of sleep. Meanwhile, a total of 71% say the same about products that help them wake up feeling fresh and energized.

These figures highlight the opportunity for new product development across the food and drink category positioned around ingredients that aid and improve sleep.

Data based on 25,000 respondents surveyed Q4 2018

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