Summary: Food and drink taps into better sleep
- Sleep deprivation is rising globally and driving demand for science‑backed food and drink solutions
- The sleep‑support F&B market is forecast to grow from $9.4bn (2025) to $16.7bn by 2033
- Consumers increasingly link sleep with stress, mood, metabolic health and beauty, boosting interest in functional ingredients
- Major brands and start-ups are launching products with botanicals, magnesium, tryptophan and evening‑ritual formats (teas, milks, snacks, shots)
- F&B’s biggest opportunity lies in supporting “wind‑down” routines with credible, evidence‑based products rather than promising sleep “cures”
The business of sleep has never been so serious, with deprivation among consumers becoming a rising concern – especially considering its impact on health and wellness.
A strong and growing body of research suggests a lack of restorative sleep can trigger a wide spectrum of health issues from mild, everyday fatigue to serious, life-threatening conditions.
Heart disease, high cholesterol, elevated Triglyceride levels, high blood pressure, diabetes, viral infections, weight gain, mental health and even gut health have all been linked to sleep deprivation.
In 2024, an investigation using UK Biobank data from 247,867 adults found that individuals sleeping fewer than six hours a night had a notably higher risk of developing Type 2 diabetes compared with those achieving seven to eight hours, even among people following healthy diets.
Another study published in Scientific Reports in 2022, involving 6,820 adults in the USA, found middle-aged adults experiencing a combination of sleep problems, including short sleep duration, had an increased risk of heart disease.
The global food and beverage (F&B) industry has not stepped up to the opportunity as it has with other consumer needs, such as sports and protein, for example.
So, is there broader potential for global F&B to enter and deliver in this sleep market? Is it even a market with enough potential for global brands to stretch out in?
The global sleep-focused F&B market, also known as sleep-friendly foods, was valued at $9.4bn in 2025. It is projected to grow to $16.7bn by 2033, driven by a compound annual growth rate (CAGR) of 8.6%.
While the data predicts growth, it is coming from a low base in many markets, according to Mintel. In Japan, food and drink products supporting mood management and sleep reached JPY1,904bn in 2024, up 8.7% year-on-year, reflecting robust growth.
While in China, products with stress and sleep claims account for less than 1% of the overall food, drink, vitamin and dietary supplement market, but are showing lively growth momentum. The proportion of new food and drink/healthcare product launches with stress and sleep claims in the country increased from 0.1% in 2021 to 0.4% in 2025.
Though there is optimism further growth will come, driven especially by modern lifestyles that are typically high-stress and pressure. Consumers are increasingly – and negatively – linking this with wellness areas like poor sleep quality.
As a result, they are turning to products that focus on holistic solutions, with ingredients including GABA, L-theanine, magnesium, chamomile, but especially products that integrate into daily routines and rituals.
Across all demographics and regions, sleep is rapidly becoming a top consumer priority. 80% of Hispanic consumers in the US express interest in F&B products that promote better sleep and 43% of Japanese consumers want to buy products to improve sleep quality, according to Mintel.
What ingredients help with sleep?
A quantitative survey of 9,500 consumers across 13 countries from Food Navigator with Lumina Intelligence (2025), saw 57.6% identify “getting better sleep” as a key health goal, ranking above healthy ageing (55.4%) and supporting mood and mental wellbeing (51.4%). Countries covered in the research included Australia, China, France, Germany, India, Italy, Japan, Malaysia, Singapore, South Korea, Spain, UK and USA.
This is further supported by ADM’s Outside Voice study which reveals that 68% of consumers are interested in products that support sleep, and nearly half (49%) would pay for effective solutions. Stress remains a pervasive barrier, with 61% of consumers saying it directly affects sleep — rising to 72% in South Korea.
While consumers are familiar with melatonin, chamomile and lavender, ADM notes growing interest in emerging ingredients linked to gut health. Plus, ready‑to‑drink teas are the preferred format for sleep‑supportive products, followed by baked goods.
This leads to the question of what products and ingredients are needed to support better sleep?
High profile UK-based dietician Dr Carrie Ruxton, who works for the Tea Advisory Panel, the novel health group that brings together experts in the areas of public health, general practice, nutrition and diet, says sleep and diet are “closely linked through hormonal and metabolic systems”.
“Poor sleep increases ghrelin – a hunger hormone – and decreases leptin – a satiety hormone – leading to greater hunger and cravings for high-calorie foods. It also reduces insulin sensitivity and raises the so-called ‘stress hormone, cortisol, increasing the risk of weight gain and metabolic disorders,” she says.
“Disrupted circadian rhythms, such as eating late at night, further impair glucose metabolism and sleep quality.”
Ruxton highlights a review of 33 studies, published by the Tea Advisory Panel, which found that green and oolong teas, and certain herbal infusions, can help to facilitate sleep and alleviate anxiety, mainly by facilitating relaxation. The strongest evidence was for German Chamomile, Lavender, Rose, Jasmine and Passionflower brews.
While she also highlights nutrients linked to better sleep including tryptophan (found in eggs, turkey, yogurt, tofu and pumpkin seeds) and magnesium (leafy greens, nuts, seeds, dietary supplements).
However, she emphasises that diet is only one part of sleep hygiene and actions such as avoiding technology use at night, taking regular exercise, and supporting an optimal circadian rhythm using morning/evening light exposure are probably “more important”.
Ruxton points to a rise in sleep‑supportive beverages that combine beneficial ingredients, such as chamomile, tart cherry, magnesium, valerian and green tea extract, into rituals like evening teas, powders and shots.
“The most important aspect for me is ensuring that products are supported by scientific evidence, including providing the right dose of ingredients to ensure a noticeable impact on sleep. There are still too few clinical trials on how to improve sleep latency – falling asleep – and sleep duration – staying asleep – despite the fact that these are common lifestyle issues in our tech-obsessed, fast-paced modern world,” she says.
Dietician and Chickpea Marketing founder Corrine Toyn agrees that there is no single “magic” ingredient to improve sleep but says certain nutrients and foods can play supportive roles.
She highlights nutrients such as tryptophan and omega 3 fatty acids that support serotonin and melatonin production, but says the strongest evidence points to a balanced, Mediterranean-style diet for better sleep outcomes.
“The biggest misconception is that one ingredient can fix sleep. In reality, sleep is behavioural – routines, stress and light exposure matter more. Alcohol is often underestimated, as it fragments sleep quality, and overall diet quality plays a bigger role than many people realise. The opportunity for brands lies in building healthy habits and making sleep easier, not promising overnight fixes,” she said.
She identifies three F&B trends targeted by brands within the sleep category: functional fortification with ingredients like magnesium; mood-led ‘wind down’ positioning rather than clinical claims, and caffeine-free or low-sugar evening options.
Toyn says that F&B can play a wider role in sleep but says this needs to go beyond pills and powders.
“Sleep is shaped by overall lifestyle, so there’s real opportunity for F&B to innovate with making products that fit in ‘wind-down’ routines. This includes balanced evening snacks and drinks, caffeine-free options and products with functional ingredients that fill a real nutrient gap,” she says.
“Rather than positioning products as ‘sleep cures’, brands can focus on supporting the behaviours that underpin good sleep – balanced energy, calm rituals and optimised nutrient density.”
With the sleep market growing and consumer interest rising globally, many F&B companies are already introducing products that support sleep. From night-time herbal teas to milk‑based drinks containing tryptophan and magnesium. Many large players are incorporating sleep‑supportive ingredients into wider wellness strategies, while smaller brands are entering with innovative solutions.
Swiss food and beverage giant Nestlé is among the companies recognising the role of targeted nutrition and the F&B market in supporting overall health and wellbeing, including sleep.
“We’re seeing strong momentum and interest in F&B products designed to support sleep,” a spokesperson for Nestlé confirms.
As life becomes increasingly fast-paced, the demand for simple, natural sleep support is only set to grow
Rob Yates, Tom Parker Creamery
“Consumers are increasingly adopting proactive health routines, and sleep quality is a top need, especially among midlife consumers. However, many face barriers such as busy schedules and difficulty maintaining healthy habits. There is a clear demand for convenient, enjoyable, and science-backed solutions.”
Its own research commissioned in 2025 by Kantar among 40+ year-old consumers in the US, China, Brazil, UK, Spain and Thailand, found sleep and restoration feature among their most prevalent needs.
The result is that in February 2026, experts across Nestlé’s global R&D network, launched Nestlé Vital, a product designed to help address the specific nutritional needs. Nestlé Vital’s Evening Routine offers a drink formulated with clinically-proven bioactives to support sleep quality, muscle restoration and healthy skin.
“Nestlé is in the proactive nutrition and healthy longevity market to address both consumer needs from midlife and beyond and the gap between lifespan and health span. Through Nestlé Vital, for example, we provide science-backed, enjoyable nutrition that fits into daily life, making healthy aging, including restful sleep, more achievable and effective,” the spokesperson says.
As a business, Nestlé anticipates continued expansion in this market as more people seek personalised, proactive health routines, and as digital health technologies make it easier to track and act on wellness goals.
Nestlé is not alone in exploring sleep‑supportive product innovation.
US-based The Functional Chocolate Company, launched a chocolate bar to support night-time sleep as part of its growing functional range.
Sleepy Chocolate is now its top-selling product, and following on from that success it recently introduced Sleepy Chocolate for Kids, to address another underserved market segment. Sleepy Chocolate combines ethically sourced dark chocolate with a blend of ingredients including chamomile, passionflower, lemon balm, and valerian root, all botanicals traditionally used to support relaxation.
According to Graham Sorkin, head of communications & commercialization, the company entered the sleep space because the need is so “widespread and persistent”.
Sorkin says many consumers are not looking to overhaul their diets, instead, they want small, enjoyable rituals that fit seamlessly into their routines.
Sleepy food and drink products
“That’s where functional foods, especially indulgent formats like antioxidant-rich dark chocolate, can be powerful. They make wellness feel approachable rather than clinical,” he says.
Sorkin adds that demand is growing for food and drink containing botanicals and notes that F&B are particularly well positioned to help because they already play a role in consumers’ daily rituals.
“A bedtime tea, a small piece of chocolate after dinner – these are established behaviours. By thoughtfully incorporating botanicals associated with relaxation into familiar formats, brands can support consumers without requiring them to adopt a new supplement regimen,” he says.
“As consumers become more educated about the connection between sleep and overall wellbeing, we expect continued demand for products that support healthy night-time routines.”
He predicts continued growth in the category with more cross-over between supplements and food formats, increased interest in botanicals and greater focus on ‘wind down’ rituals.
Milk-based drinks have long been recognised as part of a calming night-time routine to support better sleep.
UK-based Tom Parker Creamery has taken this to another level, with its Bedtime Milk, a free-range whole milk infused with chamomile, lavender, valerian root and magnolia, which is stocked in major UK supermarkets.
“Creating a calm sleep environment, winding down properly, managing stress levels and being mindful about what you consume in the evening all play an important role. Nutrition is often overlooked, yet what we put into our bodies can significantly influence how well we rest,” Rob Yates, CEO of Tom Parker Creamery says.
“For us, it’s about building on the natural nutritional qualities of whole milk and exploring how we can make it even more effective in supporting relaxation and better sleep.”
Consumer feedback has been positive to both the taste and the ritual, with some reporting improved sleep when consumed as part of a consistent wind-down ritual.
“There is clearly more the food and drink industry can do to help consumers manage stress and improve sleep,” he says.
“As life becomes increasingly fast-paced, the demand for simple, natural sleep support is only set to grow. We’re already seeing a broader shift towards whole food, clean-label, and minimally processed products, as consumers become more conscious of the long‑term impact of ultra-processed ingredients.”
So, globally, early steps towards building a functional market around better quality sleep have been taken. But, evidence shows there is significant room to grow.
And, for those seeking to launch in the area, they must focusing on products that are part of a wider health and ‘wind down’ ritual to support restorative sleep.