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Consumers are increasingly aware of sleep’s impact on cognitive performance, emotional health, immunity, and longevity. It’s no longer just about getting enough sleep—quality matters. Yet, achieving high-quality sleep remains a challenge. We found that “sleep issues” ranked among the top five self-reported health concerns, regardless of age, in a recent Dec ‘24 collaborative study of over 3,100 U.S. consumers.  

With the drive to improve both sleep quantity and quality, consumers are turning to solutions spanning supplements and functional and traditional foods, wearables, and sleep technology. Lifestyle practices such as mindfulness and exercise can also be solutions to support sleep health needs. Others are experimenting with social media trends from ‘’ (a rebrand for sleep hygiene) to unproven and potentially dangerous approaches like mouth taping. Lifestyle practices such as mindfulness and exercise can also be solutions to support sleep health needs. Other are experimenting with social media trends from sleepmaxxing’ (a rebrand for sleep hygiene) to unproven and potentially dangerous approaches like mouth taping.

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Sleep is not a one-size-fits-all opportunity–personalization is key. Companies that deeply understand their users’ unique sleep challenges will be best positioned to develop effective solutions.

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Tech-Driven Sleep Optimization – Advances in AI-powered wearables and smart technology are moving beyond passive tracking to actively shaping sleep quality. From personalized insights to real-time interventions, here's how innovation is shaping sleep:  

• ‍Sleep Rating & Insights: Wearables and apps keep users engaged with daily sleep scores and progress tracking. ShutEye analyzes sound data (like snoring or talking) via a smartphone, while Oura monitors physiological changes through a ring sensor. Gamification and self-tracking elements may be motivating as they can provide a view of progress and sense of empowerment.

• Real-Time Sleep Enhancement: Newer technologies aim to actively improve sleep conditions instead of just recording past data. Elemind’s Neurotech Headband uses electroencephalography sensors (EEG) to read and stimulate brain waves, which may help users fall asleep faster. Eight Sleep’s sleep system incorporates sensors built into a mattress cover that track sleep patterns and vitals while automatically adjusting bed temperature.

While these innovations offer highly personalized experiences, the cost—both upfront and ongoing—remain a consideration. Many products require an upfront investment plus a monthly subscription to access personalized insights and advanced features.

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Functional Foods & Supplements – Consumers are using foods, beverages, supplements, and botanicals to support their sleep. The market is evolving to target specific sleep challenges supporting falling asleep (reducing sleep latency), staying asleep (sleep efficiency), and optimizing sleep quality.

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There are a number of ingredients and foods that have limited clinical evidence today, but are of interest to consumers such as: GABA, glycine, and tart cherry.

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Many consumers are already combining technology, lifestyle practices, and nutrition to improve their sleep. Some take personalization even further by seeking solutions based on their genetics and biomarkers.

A new collaboration between Human Longevity, Inc. and Sleep Score Labs is “...combining genomic insights with advanced sleep tracking, advanced insights, and screening.” Their goal? Help consumers tailor sleep interventions for benefits like productivity, mood, and cognitive performance needs.  

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Don’t “sleep” on opportunities that personalized sleep innovation can bring. Consider two key areas:

• Your Consumers: Sleep is deeply personal, and consumers seek solutions for their unique challenges. Help people work within the boundaries of what is feasible for them. Maybe they can’t get eight hours of sleep each night, but can you help them optimize the sleep they get? Can you motivate them by tracking the outcomes of better sleep habits that are aligned with their goals. It’s important to think holistically, integrating aspects of wellness, like nutrition and mindfulness when creating solutions.

• ‍Your Team: Fatigue is estimated to cost employers $136 billion a year in lost productivity. Investing in programs that support better sleep can also provide an attractive return on investment by reducing absenteeism and accidents. Encouraging a culture that values sleep through policies, nutrition and wellness benefits, and targeted education, can lead to better decision-making, improved collaboration, and overall workplace performance.  

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Ashwaghanda

Cheah et al. Effect of Ashwagandha (Withania somnifera) extract on sleep: A systematic review and meta-analysis. PLoS One 2021.  

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L-theanine

Bulman et al. The Effects of L-Theanine Supplementation on Quality of Sleep: A Systematic Review. Proceedings 2023.

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Melatonin

Brzezinski et al. Effects of exogenous melatonin on sleep: a meta-analysis. Sleep Medicine Reviews 2005.

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Costello et al. The effectiveness of melatonin for promoting healthy sleep: a rapid evidence assessment of the literature. Nutrition Journal 2014.  

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Cruz-Sanabria et al. Optimizing the Time and Dose of Melatonin as a Sleep-Promoting Drug: A Systematic Review of Randomized Controlled Trials and Dose−Response Meta-Analysis. Journal of Pineal Research 2024.

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Fatemeh et al. Effect of melatonin supplementation on sleep quality: a systematic review and meta-analysis of randomized controlled trials. Journal of Neurology 2022.

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Magnesium

Boyle et al. The Effects of Magnesium Supplementation on Subjective Anxiety and Stress—A Systematic Review. Nutrients 2017.  

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Mah et al. Oral magnesium supplementation for insomnia in older adults: a Systematic Review & Meta-Analysis. BMC Complementary Medicine and Therapies 2021.  

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Supplement Usage

Council for Responsible Nutrition. CRN Survey Shows Consistent Supplement Usage with Increase of Specialty Product Use Over Time. 2024 CRN Consumer Survey on Dietary Supplements.

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