Market Insights

Super Sleep: The Rise of Melatonin Supplement Demand

Ava Cheevers Oct 27, 2020

Insomnia affects a lot of people. According to the National Institutes of Health, about 30% of Americans complain of sleep disruption, and about 10% have associated symptoms of daytime impairment consistent with insomnia.

Yet, physicians are finding that the prevalence of sleep difficulty has only been increasing. Dr. Gorenstein, a sleep expert at Columbia University, has said that anxiety is a prime contributor to insomnia. The heightened state of anxiety that many are left in due to COVID-19 and its economic effects has led to this unprecedented increase.

What can be done about insomnia? For most patients, melatonin is a preferred first step. Melatonin is a hormone that tells your body when it’s time to sleep. By taking a supplement, you can signal to your body that it’s time for rest, helping you to fall asleep more quickly and easier.

Historically available in drug stores, melatonin is increasingly sold through online channels. On Amazon alone, over 6 million units of melatonin have been sold over the last 12 months. Revenues have topped $67 MM, a 68% YoY increase. However, while online sales of melatonin are booming, gains have not been distributed evenly.

What products are selling, and where is the melatonin category headed?

Gummy melatonin, spearheaded by the brand Zarbee’s, has seen exceptional growth. Gummy revenues are up 108% YoY, and the sub-category is growing significantly faster than the category as a whole. Gummies now makeup 34.47% of category revenues, surpassed only by tablets.

In contrast to gummies, liquid melatonin is seeing slow growth. Liquid melatonin has grown 32% YoY, roughly half the rate of the category as a whole. This suggests that consumers are trending towards more convenient methods of consumption.

Fast Dissolve/Rapid Release melatonin products are also performing exceptionally well. Seven of the top 25 revenue grossing products now mention this in their product description. It is clear that activation speed is important to customers desperate for a good night’s rest.

Interestingly, another trend has been towards purple packaging. At the time of publication, 19 out of the 25 top-grossing melatonin products utilized purple packaging. There is a logical explanation for this trend — according to JohnsByrne Packaging, consumers associate purple with calmness and soothing. Brands not using this color may be missing out on an important association.

In this rapidly growing category of melatonin, it is imperative for brands to stay on top of evolving consumer trends. ClearCut Analytics can help. Contact us here to see a demo of our data in action and how it can ensure your brand is at the forefront of market trends.

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