Sleep has become a hot topic, and the food industry is paying attention. Research indicates that half of Americans struggle with falling asleep, while the American Psychological Association has reported a rise in sleep disorders since the pandemic, with two-thirds of Americans either sleeping too much or too little. Food manufacturers are keenly observing the global market for sleep aids, which was valued at nearly $60 million in 2020 and is projected to reach close to $112 million by 2030. This has led to the emergence of sleep-friendly nighttime snacks, including chocolate, cereal, ice cream, and beverages. While some studies suggest that late-night snacking may not be beneficial and can lead to sleep disruptions, manufacturers are navigating this delicate balance by creating and marketing products that promote sleep health.
According to Sean Folkson, CEO of Nightfood, a Minneapolis-based company, “Humans are hardwired to store excess calories as bedtime approaches. Cravings for calorie-dense foods peak at night, and overall appetite increases. Willpower diminishes, creating a perfect storm that affects millions of us weekly.” He notes that global food and beverage companies are aware of these trends and anticipate significant growth in the nighttime snacking category, although the specifics remain uncertain.
Folkson cites examples like Post’s Sweet Dreams nighttime cereal, Nestlé’s Good Night chocolate, and Pepsi’s Driftwell. “Our company has just announced a ‘proof-of-concept’ test with Nestlé START and CO. in Portugal,” he added. Chris Peruzzi, the founder and COO of The Functional Chocolate Company in Denver, began combining natural ingredients with chocolate bars to enhance his children’s quality of life, as they faced stress and anxiety, while he battled insomnia. His product, Sleepy Chocolate, has become a bestseller, incorporating components like PharmaGaba, chamomile, and passionflower. “Customers frequently tell us it has replaced their melatonin supplements or pharmaceutical sleep aids,” Peruzzi stated, emphasizing that chocolate is a more appealing option than pills or supplements.
One challenge Peruzzi encountered in developing sleep-friendly food was ensuring good taste. “Some ingredients, like valerian root, are quite unpalatable,” he mentioned. “It required creative food science to balance the flavors with herbal components effectively.” The key question for these manufacturers is deciphering the sometimes conflicting research on what truly enhances sleep. Stephanie Lauri, a registered dietitian at Grow by Nutrition LLC in Thousand Oaks, California, points out, “A diet rich in tryptophan from sources like whole milk, turkey, chicken, canned tuna, oats, cheddar cheese, peanuts, Montmorency tart cherries, and zinc-rich oysters may promote better sleep. Studies have also shown that consuming two kiwifruits one hour before bedtime can increase serotonin levels and improve sleep quality.”
Other research indicates that rice bran may enhance sleep, with melatonin being effective for both falling asleep and maintaining sleep. There is also promising research on Vitamin D’s role in sleep, all of which can be integrated into food products. Dr. Michael Grandner, Ph.D., director of the sleep and health research program at the University of Arizona, notes, “I’ve definitely seen an uptick in foods marketed for sleep health. Clearly, more individuals are seeking sleep improvement as part of their overall health and wellness strategy, viewing foods as functional solutions.”
Grandner attributes the “dramatic increase” in published studies on sleep health’s importance to overall well-being as a motivating factor. However, he cautions consumers and companies that food alone won’t quickly solve widespread sleep issues. “If you’re relying on food to resolve a sleep problem, you may be disappointed,” he advised. “Nonetheless, I recommend limiting caloric intake at night, favoring foods higher in protein and fiber over sugars and fats, and avoiding items that might cause reflux or digestive issues.”
Despite these warnings, food manufacturers are likely to continue producing and promoting products aimed at nighttime snackers, looking for the right solutions. Folkson emphasized that companies are eager to find the sweet spot between dinner and bedtime. In this context, products like Costco’s Kirkland line, which offers calcium citrate, magnesium, and zinc, may be positioned as potential sleep aids, further enriching the nighttime snack market.