Analyst Insight by Daphne Kasriel-Alexander - Consumer Trends Consultant
Consumers’ busy lifestyles and today’s greater understanding that sleep enhances lives and health including goals like weight loss, mean that more brands are responding to the consumer pursuit of quality sleep. A slew of products offering better sleep include “Night Milk”, herbal supplements, sleep monitoring and sleep enhancing apps, calming baby toiletries and hotel and airline sleep options. This comes at a time when sleep feels like a luxury amenity as time-pressed, digitally active consumers eat into their nightly slumber.
Blue light, “night milk” and 24/7 mobile accessories
Sleep Review, a journal for sleep specialists recently reported on how German company Milchkristalle had found success selling “Night Milk”, from cows milked at night. Night time milking means the resulting milk contains up to 20 times more of the sleep hormone melatonin than standard milk.
This comes at a good time as 24/7 mobile connectivity is taken literally by many. Most people sleep holding their mobile phones according to a Motorola seven-country online study of over 7000 consumers published in late July 2015, which revealed highest percentages in India (74%) and China (70%). This attachment to mobiles at night exists despite well publicised studies indicating that the blue light from mobile devices disrupts sleep patterns. Website Digital Trends has just turned its attention to how consumers can reduce the damaging effects of blue light on sleep. It highlights the special filters, protective glasses, light bulbs, and even software available. Among the most popular current sleep-enhancing software options is F.lux. It tweaks the colour of your computer’s display to the time of day, so it gets warmer at night and has more blue throughout the day. The Twilight app on Android does this too.