There’s nothing better than waking up ready for the day after a restful night’s sleep. At least that’s what we hope for each morning. But with the noise and stress of life in 2021, getting consistently restful sleep feels like something to aspire to rather than a necessary function.
Because that’s what sleep is – essential! Our physical wellness depends on resting. According to the Sleep Foundation,
“Sleep is an essential function that allows your body and mind to recharge, leaving you refreshed and alert when you wake up. Healthy sleep also helps the body remain healthy and stave off diseases.”
Besides physical health, sleep and mental well being go hand in hand. Sufficient sleep can make or break our mental health and social interactions. Harvard Medical School warns that inconsistent sleeping could increase the risk of developing mental illnesses like depression and anxiety. UC Berkeley studied the effects of poor sleep on social interactions and found sleep-deprived people are more likely to feel lonely and avoid close contact.
With sleep and wellness being so closely tied, it’s no wonder we see so many options for supplementing a good night’s rest. Looking at our US Cannabis, US CBD, and Evergi data, we explore the various products and ingredients consumers are using to help with sleep.
With less daily activities and other pandemic changes, cannabis use “right before bed” nearly doubled in 2020. Cannabis use during this occasion increased from 38% in Q1 2020 to 72% in Q3! Looking at the general population in our Evergi Consumers portal, cannabis and sleeping pills like melatonin are used by nearly the same number of consumers.
Cannabis brands have targeted the occasion with products to unwind.
With indica strains known for their sleep-inducing properties, brands have lines of cannabis products for sleep specifically. Cresco in Illinois has “Rest” which includes flowers, vapes, and concentrates. Ideal for consumers entering a legal market, this line takes the guesswork out of which strain would be best for a nightly smoke.
Report: Opportunistic Occasions of Use - When are Consumers Enjoying Cannabis in 2021?
Dispensary menus also categorize products based on their effect, and sleep is a common one. MedMen, with dispensaries across 7 US states, allows shoppers to filter products by effect with “sleepy” as the first option. Shoppers can find cannabis strains for sleep in every product type imaginable - especially in the mature markets they serve.
Cannabis edibles for sleep are particularly popular due to the relaxing body high edibles provide. Several cannabis brands have even added cannabinol - a cannabinoid purported to help with sleep - to their product lines. Wyld’s Elderberry CBN gummies come in a 2:1 THC:CBN ratio with special indica terpenes to ensure the user falls asleep.
Want more on CBN? Read CBN & Sleep
Consumers searching how to relax and sleep well have a lot of options with the various marijuana strains and products to choose from.
If cannabis drops for sleep aren’t helping with sleep, indica pre-rolls might. Where the strain Northern Lights may be the best cannabis for sleep to one person, Granddaddy Purple could be the favorite for another. Lastly, if high-THC cannabis doesn’t work, there’s always CBD.
In Q4 2020, sleep was the top product attribute CBD consumers report desiring from the products they buy. 49% of CBD users report desiring sleep from their CBD products. For the first time, CBD consumers desire sleep more than relaxation and physical relief – the previous top two desired attributes from Q3 2019 to Q3 2020.
CBD consumers that desire sleep over-index on all CBD product types, but the least so for topicals. Their top product type is gummies, and there’s no shortage of CBD gummies positioned for sleep! However, they over-index the most for flower, prerolls, and vape cartridges. Inhalable products provide a quick dose of CBD, making them best for unexpected sleeplessness or a racing mind.
While inhalable CBD is similar to cannabis products, there are many CBD products for sleep that mimic traditional sleep-aids. It comes in capsules, gummies, and liquid doses – just like the sleep aid products you’d currently find at the store. When CBD is regulated and large retailers are comfortable stocking ingestible CBD on shelves, the current CBD products on the market will fit right in.
Besides cannabinoids, there are many other ingredients consumers use to support sleep.
Looking to the Evergi Consumer portal, we see the wellness ingredients consumers buy based on what health claims are important to them. Consumers who look for products that “help with sleep” over-index for nearly all wellness ingredients, especially ginseng, lavender, melatonin, and magnesium.
Ingredients aside, consumers seeking sleep want a product that works. With so many products to help achieve a restful sleep, brands in cannabis, CBD, and wellness need to know what they’re competing against.
Last Updated: 3/8/2021