As stress levels skyrocket and digital screens command our attention well into the night, the pursuit of a peaceful night’s rest has spawned a thriving industry. This market is valued at over $308 million in India and is projected to grow at a brisk CAGR (compound annual growth rate) of 6.5%. The promise: A good night’s sleep.
Among the myriad offerings, Melatonin (a hormone that one’s body produces naturally to help regulate the sleep-wake cycle) supplements have emerged as a shining star, carving out their own niche. Sensing the opportunity, FMCG powerhouse Procter & Gamble, which offers melatonin supplement ZzzQuil, has taken it upon itself to raise consumer awareness about sleep deprivation and its ill-effects, and fight the stigma around sleep supplement consumption.
“Over 60% of Indians suffer from signs of occasional sleeplessness such as taking longer than 30 minutes to fall asleep (long sleep latency), waking up tired in the morning, or waking up in the middle of the night,” says Sahil Sethi, senior marketing director & category leader, P&G Personal Health Care India.
Dr. Bhavana Diyora, a specialist at wellness marketplace MyGALF, points out that India is the world’s second-most sleep-deprived nation, trailing only behind Japan. Despite this, those afflicted by the condition rarely find the confidence to seek help. P&G has renewed its partnership with the World Sleep Society for a second consecutive year and is running sleep management programmes in collaboration with health experts and CIMS (Current Index of Medical Specialities) Medica India .
P&G is not the only one trying to make the most of this. Women-focussed wellness and gummy vitamins brand Nyumi, for instance, offers beauty and sleep gummies; Nutrabud and What’s Up x Wellness have a range of similar offerings.
Historically, Ayurvedic and Homeopathic supplements have ruled this market. And that poses serious competition, says Yasin Hamidani, director at Media Care Brand Solutions. Herbs like ashwagandha, jatamansi and tagar have long been used to tackle sleep-related issues. That apart, hesitancy among consumers regarding the safety and efficacy of sleep supplements, particularly those containing synthetic ingredients, have limited adoption. He also points to regulatory requirements related to product approval, labeling and advertising restrictions as factors that have restricted the growth of the organised sleep supplements market in India. “Overcoming these challenges requires targeted marketing, awareness campaigns and efforts to build trust among consumers through transparent labeling and high-quality products,” Hamidani says.
Another challenge relates to habit formation. Despite assertions from brands that their supplements do not lead to dependence, medical professionals advise caution. Dr. Roshan Jain, a psychiatrist based in Bengaluru and a member of the video-based health education platform DocTube, underscores this concern. “While Melatonin is non-addictive and does not cause chemical dependence, there’s always the risk of psychological reliance on it. Ideally, individuals should strive to improve their sleep routines rather than becoming dependent on sleep aids,” he advises.