Sleep Health Hot Products
May 17, 2022
Emotional and sleep health has become a major health concern for consumers of all ages. Stress leads to sleep deprivation, and the corresponding lack of sleep increases stress. This vicious cycle existed long before the outbreak, but the epidemic has exacerbated the problem. Consumers are experimenting with functional foods and dietary supplements to alleviate mood and sleep problems, and there is a huge market for related products.
Yet for companies to succeed, products must cater to changing consumer needs. In this article, Keynovo will take stock of popular products, brands, and ingredients based on Amazon's 2021 sales data for mood and sleep supplements to better understand better consumer preferences for sleep and mood health products.
Mood and Sleep Supplements Sales Overview
Stress relief and sleep support supplements on Amazon grew 31% and 55% year-over-year, respectively, through September 2021. Despite the epidemic attributed to prompting consumers to choose to shop online, sales of related products also took a qualitative leap, remaining at a consistently high level and not experiencing a significant decline in 2021 compared to 2020, as was the case with immune products.
As you can see from the graph, stress relief and sleep support supplements began to see a substantial rise in March 2020, with sales increasing over time until the beginning of 2021, when there was a small decline, but overall sales remained at a high level. This also reflects the fact that sleep support and stress relief will be a key health category for consumers for quite some time after the epidemic and will remain in high demand categories going forward.
Stress Relief Supplements
There are about 400 brands selling stress-relieving supplements on Amazon, but the number of new brands in this category continues to grow. In the past year, two new brands in the category entered the top 20 in sales, and the number of brands with annual sales over $1 million increased from 42 to 57, with the top 10 brands contributing 37% of the category's annual sales. Among them, NATURE VITALITY, Gaia Herbs, The Genius Brand, goli Nutrition, and Pure Encapsulations were the top five brands in terms of sales.
Capsules held the largest market share of 52% in pressure-release supplements, up 32% year-over-year, by sales of pills (15%), powders (11%), gummies (10%), and gels (5%). Although the gummy form currently ranks fourth in sales, it grew 54% year-over-year to rank first and sold at the highest average price of $27.18. This shows that consumers have begun to prefer better-tasting and more edible gummies to relieve stress.
Melatonin is the most popular ingredient in the sleep aid category, up 58% year-over-year, but other sleep aid ingredient products and complex sleep aid supplements are also on the market. Common ingredients include South African intoxicant, magnesium, GABA, chamomile, passion flower, lavender, valerian root, South African intoxicant, 5-HTP, L-theanine, and lemon balm.
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