Sleep health has quietly become one of the most promising wellness categories of 2025. As consumers look for ways to manage stress, boost recovery, and improve daily performance, they’re realizing that everything starts with quality rest. According to FMCG Gurus (2025), 47% of global consumers report struggling to sleep at least three nights per week, and 65% are now interested in supplements that promote relaxation and deeper sleep.
This demand is opening up a significant opportunity for brands and retailers ready to innovate with functional, and science-backed sleep support formulations.
Why Is Demand Rising?
Modern life is keeping people up, literally. From late-night screen time to elevated stress and caffeine overload, consumers are increasingly experiencing disrupted sleep cycles. Instead of turning to pharmaceuticals, they’re seeking natural, non-habit-forming solutions to unwind and restore balance.
Three key drivers behind this trend are:
- Greater awareness of how sleep impacts immunity, mood, and cognitive performance
- Demand for gentle, plant-based ingredients
- Desire for better rest without grogginess or dependency
Sleep supplements are no longer just for insomniacs, they’re part of the daily wellness ritual. Consumers want formulas that help them relax in the evening, sleep through the night, and wake up restored.
Trending Ingredients for Restful Sleep
The new generation of sleep supplements blends botanicals, functional actives, and cannabinoids for holistic rest support. Leading ingredients include:
- Broad-Spectrum CBD, CBG & CBN: Plant-based compounds that help calm the mind and promote restorative rest
- Melatonin: Supports healthy circadian rhythm and faster sleep onset
- 5-HTP: Aids serotonin production for balanced mood and sleep regulation
- Reishi Mushroom: Reduces tension and enhances sleep quality
- Magnesium Glycinate: Promotes relaxation and muscle recovery overnight
- Peppermint Oil & Crème de Menthe: Soothing botanicals that enhance nighttime relaxation
- Chamomile & Lemon Balm: Traditional extracts known for calming the nervous system
By combining these functional actives, brands can deliver clean-label, effective formulations that address both the physical and mental aspects of poor sleep.
Formats That Fit Bedtime Rituals
Gummies and tinctures are leading this category thanks to their ease, taste, and lifestyle fit. Consumers enjoy the ritual of taking a calming gummy or dropper of tincture before bed; it feels more like self-care than supplementation.
For brands, these formats also provide strong market differentiation and repeat purchase potential, particularly with sensory-driven flavors like peppermint and mixed berry.
What This Means for Brands
Sleep support is a long-term growth driver, not a seasonal trend. For private label and white label brands, it offers:
- Cross-demographic appeal across wellness, recovery, and stress markets
- High repeat purchase rates driven by nightly use
- Flexible format innovation (gummies, drops, and beyond)
From ready-to-launch formulas like our Sleep Support Gummies and Peppermint Tincture to fully customized blends, HH Processors helps you create products that customers trust
Sleep wellness isn’t just a bedtime trend, it’s your next business opportunity.
Consumers are redefining what rest means. Is your brand ready to meet that demand?
References
FMCG Gurus. (2025). Consumer attitudes towards sleep and relaxation products.
Mintel. (2025). The evolution of functional ingredients in stress and sleep supplements.
Nutrition Business Journal. (2025). Global sleep supplement market trends and forecasts.
