The following is a closer look at a trend called Dream State from quench’s 2025 Food & Beverage Trends report. Visit the Trends page on the quench website to request a customized presentation of the report for your brand’s team.
For today’s wellness-minded consumers, health doesn’t clock out at bedtime—it winds down with intention. Sleep has become a top-tier priority, especially among Gen Z, and they’re looking for more than blackout curtains and sleep playlists to get there. Enter the next frontier of functional foods: rest-ready snacks.
From magnesium-rich bites to melatonin-infused gummies and teas steeped in calming herbs like chamomile, lavender, and ashwagandha, the market is filling up with options designed to ease the body and mind into sleep. And the appeal is clear: these products combine self-care with something people already love—snacking.
Consumers are building nighttime rituals around these offerings. It’s no longer unusual to end the day with a stress-reducing chocolate or a cookie formulated to support sleep cycles. These foods provide a sense of comfort and control in a world where good sleep can feel elusive.
And this is just the beginning. As sleep science becomes more accessible, shoppers are eager to experiment with functional ingredients that support deeper rest and recovery. They’re reading labels, tracking results, and treating sleep the same way they treat fitness or nutrition—actively and intentionally.
For brands, the opportunity lies in offering real functionality wrapped in sensory comfort. Because if a snack can help someone sleep better? That’s a dream worth investing in.
NEXT STEPS FOR BRANDS
Develop products with proven sleep-supporting ingredients like magnesium, L-theanine, or herbal adaptogens. Position them as part of a nightly ritual—something cozy, calming, and craveable. Packaging, messaging, and even flavor profiles should evoke restfulness. Help consumers turn bedtime into a wellness moment they’ll look forward to.
