More than half (54%) of consumers cite ‘getting better sleep’ as a key health goal, according to recent data from Lumina Intelligence. In fact, getting more ZZZ’s was ranked top of the list, ahead of ‘aging in good health and longevity’ and ‘managing stress’.
The data gathered from 6,000 respondents across Europe, the United Sttesa and Asia shows the 25-to-34 year old demographic values sleep the most, with 59% citing it as a top health goal.
ESN has responded to the consumer demand for sleep products by launching two supplements—one with melatonin and one without—formulated with plant extracts, vitamins, minerals and a number of other science-backed ingredients.
“Sleep is one of the most important yet often underestimated factors for recovery, performance and well-being,” Daniel Margis, senior research and innovation scientist at ESN, told NutraIngredients.
“From ambitious athletes to health-conscious lifestyle customers, rest and recovery is one of the top priorities they want to improve to perform better and improve overall health. With the sleep supplements, we’re addressing this need: a product that not only works, but also fits seamlessly into evening routines and meets our high-quality standards.”
Demand for sleep supplements on the rise
The European sleep supplement market is booming, with Statista projecting it will reach €1.6 billion by the end of 2025.
Herbal and natural sleep aids are seeing a particular surge in popularity according to the data company, as consumers become more focused on natural remedies and holistic health approaches.
Yet as demand grows, consumers are starting to ask for more from formulations, Margis said, noting that ESN customers had “repeatedly asked for a scientifically backed solution that is enjoyable, easy to use and integrate into routine.”
Margis said it was also important to give consumers choice, hence the decision to create two formulations—with and without melatonin.
This decision also enables more consumers to purchase ESN Sleep, given that melatonin is considered medicinal in some European countries and is therefore only available for purchase with a prescription.
A ‘synergistic’ formula
The blackberry-flavored powdered formulations contain valerian root—one of the most used herbal agents to manage sleep disturbances—and passionflower extract, with studies suggesting both can support normal sleep.
ESN Sleep also contains a ZMA complex (300 mg magnesium, 5 mg vitamin B6 and 5 mg zinc) designed to support nervous system function, as well as L-glycine and L-theanine to encourage relaxation.
“At ESN, we develop formulas that are science backed, so our main ingredients must have proven functional benefit backed up by up-to-date scientific evidence,” Margis said.
Other ingredients include inulin, myo-inositol, L-tryptophan and green tea extract, with each incorporated to work synergistically in support of better sleep.
“A lot of products on the market are under-dosed, ineffective or rely on single ingredients,” Margis said. “Our approach is different. [We have used a] synergistic multi-component formula and scientifically backed dosages to cover all relevant aspects of sleep and ensure each aspect will improve.”