Sleep supplements are booming. Yet, despite using melatonin and other traditional sleep aids, many consumers still struggle.
Why? Because sleep issues are increasingly being recognised for what they most often are: problems regulating stress.
For years, the sleep category has focused primarily on helping consumers to fall asleep.
From melatonin and magnesium to botanicals and amino acids, many formulations have centred on relaxation and sleep onset.
But emerging research suggests that poor sleep quality often begins much earlier — with chronic stress, dysregulated cortisol patterns, and disruption of the body’s natural circadian rhythms.1
This shift in understanding is changing the sleep health conversation.
Rather than simply promoting relaxation at bedtime, researchers and formulators are increasingly exploring ways to support the body’s stress response throughout the day.
In this evolving model, healthy cortisol regulation, stress resilience and circadian balance may be just as important as what happens when the lights go out.
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