The Brightfield Group's Evergi Wellness study found that 46% of American consumers fall into the "Sleep need state," a group of individuals who struggle with sleep or prioritize it as their top priority. This group spans various consumer wellness segments and age groups, with a strong increase seen among those focused on tried-and-true methods. Social listening data from Twitter and Instagram showed that consumers in the sleep need state are seeking specific ingredients and products to help them achieve their sleep goals. Chamomile and L-Theanine were identified as key ingredients for some consumers seeking a good night's sleep. Overall, the market for sleep-specific products is growing.
