Desserts that contain sleep-inducing ingredients are on the rise
Implications - Food brands are catering to the consumer habit of snacking at night by adding sleep-enhancing ingredients to desserts that are typically considered to be unhealthy. These items serve as an excellent example of how brands can cater to existing consumer habits and try to market to those, rather than trying to shape their habits or enforce new ones.
Insight - Understanding the lack in the market for multifunctional products that allow for late night snacking, brands are looking to further ritualize this behavior in consumers. The inclusion of sleep-inducing ingredients into snacks associated with late-night consumption showcases how there is a hybrid desire to view an existing category with a fresh perspective both by consumers and brands alike.
Insight - Understanding the lack in the market for multifunctional products that allow for late night snacking, brands are looking to further ritualize this behavior in consumers. The inclusion of sleep-inducing ingredients into snacks associated with late-night consumption showcases how there is a hybrid desire to view an existing category with a fresh perspective both by consumers and brands alike.
Workshop Question - How could your brand better cater to consumers' existing habits rather than trying to enforce new ones?
Trend Themes
1. Sleep-friendly Foods - Brands are adding sleep-enhancing ingredients to snacks traditionally considered unhealthy to further ritualize consumers' behavior around late-night snacking.
2. Natural Supplements - Consumers are seeking all-natural supplements that support healthy sleep patterns without relying on harsh chemicals or synthetic pills.
3. Functional Foods - There is a growing lack in the market for multifunctional products that allow for late-night snacking, leading to the creation of portion-controlled bedtime indulgences and cellular-supporting food bites.
Industry Implications
1. Food & Beverage - The food and beverage industry is incorporating sleep-enhancing ingredients and creating functional foods to cater to consumers' habits and promote healthier lifestyles.
2. Health & Wellness - The health and wellness industry is focused on offering all-natural supplements to support healthy sleep patterns and overall well-being.
3. Consumer Goods - Consumer goods companies are developing portion-controlled bedtime indulgences and cellular-supporting food bites to provide consumers with multifunctional products that support a healthy lifestyle.
