Sleep Awareness Week: Consumers prioritize rest as research on key ingredients surges on

14 Mar 2022 --- Consumer interest in the connection between sleep and nutrition is set to keep growing, but more research is needed to support claims for popular ingredients like magnesium and CBD. In light of Sleep Awareness Week, NutritionInsight takes a closer look at what’s making this space tick, with meal timing also crucial for a restful night.

“There has been a lot of interest and research looking at how and what we eat, as well as how it influences sleep,” Dr Duane Mellor, spokesperson for the British Dietetic Association (BDA), tells NutritionInsight. 

According to a 2021 global survey from Innova Market Insights, getting enough sleep is a key priority for consumers, with 52% saying this is the most important method of staying healthy. Additionally, 47% have tried to get more sleep in the past 12 months as a way to improve physical health. 

This is also reflected in new launches, with there being 17% CAGR in F&B referencing sleep in name, description or claims (Global, 2017-2021). Notably, the market researcher also reports 74% CAGR during the same period for supplement launches with claims surrounding insomnia.Innova Market Insights also reports 18% of consumers have taken products that claim to help them sleep. 

A back to basics approach
Mellor notes that some studies have suggested promise, and there are some plausible theories of how some foods and nutrients can help sleep. However, to date, there are no approved health claims about nutrition and sleep.

“We need to be careful as a lot of sleep claims appear to be driven by one or two studies, which may be funded by companies producing or selling that product,” he adds. 

“We need to also remember the basics – eating healthily and not having high fat, spicy foods or caffeine later in the day. People should also not rely on alcohol. Although that might make you sleepy, it does not improve sleep quality – it can make it worse.”

Spotlight on magnesium and tryptophan
Nonetheless, certain ingredients continue to be popular in ingredients positioned for sleep. One example is magnesium, which has been found in products like PepsiCo’s enhanced water Driftwell and SternVitamin’s micronutrient premixes.  

Mellor notes that magnesium has been linked to GABA, a neurotransmitter linked to calming the nervous system.

“Therefore, it may help prepare our minds and bodies for sleep. However, we do not have adequate data yet, so those who take this supplement may experience a benefit, but we cannot be sure that is a causal effect.”

Mellor also notes that tryptophan is linked to serotonin, another neurotransmitter associated with calming. Tryptophan is found in protein-rich foods such as milk and meats – especially turkey. 

“While there is a plausible scientific mechanism, evidence is not conclusive yet.”

Last summer, tryptophan was paired with cysteine, vitamins and galacto-oligosaccharides in FrieslandCampina Ingredients’ Biotis SleepWell concept. Eating meals at different times each day can confuse body clocks. 

CBD and microbiome prove popular
Among the trendiest of ingredients is CBD, which has featured in Global Widget’s Hemp Bombs and Papa & Barkley’s Sleep Releaf Collection. Averix Bio’s CEO also flags that consumers are turning toward the ingredient for better sleep, less anxiety and pain management. 

In early studies, CBD helped people fall asleep and was linked to decreased levels of the stress hormone cortisol, according to Mellor. “Again, it is too early to know how effective this might be.”

He also flags that fish oils have been shown to help improve sleep in children, and one study found kiwi fruit to help, although another found no effects.

Another area seen to be of great potential in sleep improvement is the growing evidence around the link between quality rest and the microbiome. 

According to Innova Market Insights, food and beverage launches with both digestive health and sleep positionings have seen a CAGR of 21% globally over the 2016 to 2020 period. The top categories for this were Baby & Toddlers, ahead of Hot Drinks and Sports Nutrition.

Timing is key
Consistent mealtime schedules can also help improve sleep quality, highlights the US-based National Sleep Foundation. 

According to its survey, people who said they eat their meals at the same time every day had better sleep health than those with more inconsistent meal schedules.

Those with consistent meal schedules were also 14% more likely to report lower stress levels – which is widely known to have a positive effect on sleep and health.

However, only 59% of US consumers currently eat all meals at around the same time. 

The National Sleep Foundation recommends that people eat a light dinner two to three hours before going to bed to help the body slowly ease into sleep mode. 

“Healthier sleep is rooted in a healthy routine – and that certainly includes what and when you eat,” it emphasizes. 

By Katherine Durrell