Don’t press snooze on this opportunity: sleep supplements
Aja Frost @ajavuu
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The signal: Sleep science is closely linked with other wellness trends. If you take a look at the r/sleep subreddit, for example, you’ll notice that its related subreddits give us insight into what sleep advocates also care about. Looking closely, you’ll notice that the space lies adjacent to the nootropics industry.
Melatonin, the chemical that helps regulate your Circadian rhythm, is sold over the counter in the United States. Consumers search for it thousands of times each month:
Melatonin: 1m searches per month
Melatonin supplements: 22.2k searches per month
Melatonin tablets: 27.1k searches per month
According to Market Research, the insonia pharma market is dominated by 3 major players:
Belsomra® (suvorexant)
Ambien®, Ambien® CR (zolpidem tartrate) -- even has its own subreddit with over 88k subscribers, including 20k+ added in 2020 alone.
The opportunity: Many insomnia drugs have been declining in value due to the expiration of patents. The patent on Silenor, a relatively popular insomnia drug, expiredthis week, with other insomnia patents expected to expire over the next decade. To continue monitoring pharma patent expiries, you can do so here.
As more solutions enter the market, it will inevitably be difficult to differentiate between legitimate products and the more questionable -- especially for serious sleep conditions.
The market is waiting for a third-party review site to provide clarity as the market takes off. It also wouldn’t surprise us to see the emergence of sleep bloggers and vloggers, akin to the thousands of beauty bloggers out there.
If you liked this signal, read our full report on the sleep industry here.
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