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Brief Published: 15 Jan 2021

Soporific Sleep Beverages Boom

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Driftwell

The global sleep-aid market is projected to reach $101.9bn by 2023 (PS Market Research, 2020), a sector that shrewd beverage brands are leveraging with rest-promoting functional drinks. The market is hungry: 50% of global consumers said they would try new sleep treatments (EuroMonitor, 2020). Stylus highlights brands embracing the sleep opportunity.

  • Mindset Matters: Launched in the US in December 2020, Pepsi’s calming Driftwell beverage breaks from the company’s fizzy soda standard. As we explained on The Brief, it’s non-carbonated, tastes like blackberry and lemon, and is packed with functional ingredients. The mix includes 200mg of L-Theanine (the soothing amino acid abundant in tea) and a large dose of magnesium, reputed to aid muscle relaxation. What sets it apart is the calming spa-like state of mind it’s been optimised to evoke. The lesson? Combine functional compounds with a soothing organoleptic experience to promote ultimate rest.

  • Vitamin Powerhouse: In Japan, Coca-Cola debuted Chill Out, a hemp-based beverage devised in partnership with local beauty-tech company I-ne. In addition to hemp, the drink is packed with vitamins and minerals proven to support sleep. It contains vitamins A, C, D, E, as well as B vitamins and GABA to tame nervous system activity. While the product was originally conceived in 2016, last year (2020) the lime-grape flavour and quantity of GABA was amended to better promote rest.
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ChillOut
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Som Sleep
  • Controlling Sleep Routines: When US brand Som Sleep launched in 2018, it targeted professional American sports teams with heavy, sleep-damaging travel schedules. By 2019, when it launched consumer-facing sales, 54 teams regularly purchased the drink. According to Som Sleep’s chief marketing officer Brad Marks, the recipe was calibrated to get people to sleep within 30 minutes of sipping, enabling users to skip tossing-and-turning and control their sleep schedules. While most of the ingredients replicate other sleep beverages – with magnesium, vitamin B6, L-theanine and GABA – Som Sleep also contains a low-dose of melatonin to regulate circadian rhythms.

For more on the state of sleep, see The Beauty Sleep Opportunity and The Quest for Rest.

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