Global Inspiration, Local Potential: Snack Your Way to Sleep

Global Inspiration - Local Potential
Written By Febby Mulia

Be honest, how many nights have you ordered that martabak to serve that midnight craving, then struggled to sleep from the sugar rush? Or maybe you’ve been hunting for a bedtime treat that won’t leave you tossing and turning? You’re not alone! Welcome to the fascinating world of sleep snacks—the rising trend that’s changing the way we wind down for the night.

Snooze-Worthy Snacks: The Future of Sleep?

The sleep industry has evolved beyond mattress subscriptions, adult swaddles, and melatonin supplements. It’s booming, and it looks like food is the next frontier! The global sleep market is projected to hit a whopping USD 158.28 billion by 2032, growing at 7.04% CAGR (1). Meanwhile, the Asia-Pacific region is catching Z’s at a rapid pace, expecting USD 40.70 billion by 2034 at 7.87% CAGR (2). Indonesia? We’re just getting started, but one thing is clear—people want better sleep, and they'd rather be snacking their way to it!

Sleepy Obsessions

Blame it on **stress, screens, and our always-on lifestyles**. Over a billion people worldwide suffer from insomnia, and more are waking up (pun intended) to the importance of quality sleep (3). According to Mintel's Annual Food and Drink Trends report, **80% of people snack before bed**, but with rising health consciousness, they’re looking for smarter options. Enter **sleep snacks**, the dreamiest category in functional foods right now.

Meet the Heavyweights of Sleep Snacking

Big brands are already cashing in on this bedtime revolution:

  • 🍦 Nightfood – Ice cream and cookies designed to help you snooze? Yes, please!

  • 🌙 Post’s Night Time Cereal – Lavender and chamomile in a cereal bowl? Talk about breakfast for dinner.

  • 🍫 Nestlé’s Goodnight – Dark chocolate with L-Theanine, magnesium, and casein protein for a sleepytime treat.

  • 😴 Good Source Foods – Dried cherries, chocolate, turmeric, honey, oats, and walnuts? A snack with benefits.

  • 🥤 Moon Juice – Magnesium-based drinks to help you drift off in style.

🇮🇩 But What About Indonesia?

While herbal sleep supplements, aromatherapy, melatonin gummies, and patches are making waves, sleep snacks are still under the radar. The problem? Most of the existing options are very Western—and let’s be honest, Indonesians aren’t exactly reaching for chamomile cereal or oat bars at midnight.

So, what would an Indonesian-style sleep snack look like? 🤔 Here are a few fun ideas:

  • Frozen or ready-to-eat Martabak packed with magnesium and L-Theanine for a post-dinner snooze-fest.

  • Sleepy Noodles infused with natural relaxants—because who doesn’t love a warm bowl before bed?

  • Relaxation Chips with ingredients that help you wind down (instead of keeping you up!).

Let’s Dream Up the Future Together!

We love spotting global trends and figuring out how they can fit the Indonesian market. If you’re in the F&B, wellness, or retail industry and this has sparked an idea, let’s chat! Whether it’s a new product, partnership, or just a fun brainstorming session, DBKemindo is here to help bring these innovations to life.

🚀 Let’s turn global inspiration into local innovation! What kind of sleep snack would you love to see in Indonesia? Let’s make it happen—reach out! Sweet dreams! 🌙

—

References:

(1) https://www.thebrainyinsights.com/report/sleep-aids-market-13768

(2) https://www.precedenceresearch.com/sleep-aids-market

(3) https://jogh.org/2023/jogh-13-04071

Febby Mulia
Next

Unlocking the Power of Propolis