Relaxation is seemingly the next wave in supplement innovation as consumers look to reduce their stress levels and get to a point of restfulness after a long day at work or play. Consumers want to get more done, seeking one energy source after another in energy drinks, shots, coffee, and other solutions. However, what appears to be happening alongside the need for increased energy is almost a polar opposite; the need to relax, unwind, de-stress and achieve a restful night’s sleep.
Taking a closer look at human physiology this demand for individuals to decrease stress, anxiety, and restlessness seems to make a whole lot of sense. Individuals spend their day searching for ways to increase energy by consuming caffeine, B-Vitamins, and other energy related compounds, as well as increasing physical activities and trying to get more done both mentally and physically during the day. This leaves us hardwired for activity and ongoing stimulation resulting in the inability to unwind, which ultimately leads us to higher levels of anxiety, stress, and even reduced sleep. With around 70 million Americans reporting to have sleep problems, the market for relaxation and sleep products is becoming huge (NCSDR, 2016).
The consumer has already responded to this need by seeking out and purchasing a growing number of products for reducing stress, increasing relaxation and allowing for a better night’s sleep. Relaxation beverages alone generate $218 million in annual revenue and have risen at an annualized rate of 30% since 2009 (IBISWorld, 2016). The global sleep aide market hit an all time high of $61.79 million in 2015, and it is expected to grow at a compound annual growth rate (CAGR) of 6.3% during the period 2016 - 2020 (P&S Market Research). Solutions ranging from herbal teas to over the counter (OTC) drugs have seen a spike in this market. However, as consumers learn more about what is keeping them up at night and the negative side effects associated with OTC medications, they have turned to supplement-based relaxation products such as Kava Kava that allow them to achieve a relaxed state and help them fall asleep faster.
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The consumer has already responded to this need by seeking out and purchasing a growing number of products for reducing stress, increasing relaxation and allowing for a better night’s sleep. Relaxation beverages alone generate $218 million in annual revenue and have risen at an annualized rate of 30% since 2009 (IBISWorld, 2016). The global sleep aide market hit an all time high of $61.79 million in 2015, and it is expected to grow at a compound annual growth rate (CAGR) of 6.3% during the period 2016 - 2020 (P&S Market Research). Solutions ranging from herbal teas to over the counter (OTC) drugs have seen a spike in this market. However, as consumers learn more about what is keeping them up at night and the negative side effects associated with OTC medications, they have turned to supplement-based relaxation products such as Kava Kava that allow them to achieve a relaxed state and help them fall asleep faster.
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