Core Viewpoint - The article discusses the paradox of the "night economy" and the "sleep economy," highlighting the increasing sleep anxiety among young people and the rising demand for sleep aids like melatonin, which has become a significant part of the burgeoning sleep economy in China [2][10][31]. Group 1: Market Overview - The sleep economy in China has grown from 261.63 billion yuan in 2016 to 495.58 billion yuan in 2023, with projections to reach 658.68 billion yuan by 2027 [9]. - Melatonin sales have surged, with a 30% year-on-year increase reported on e-commerce platforms in early 2024, and over 70% of buyers being from the post-90s and post-00s generations [6][7]. Group 2: Consumer Demographics - The primary consumers of sleep health products are young adults aged 23 to 40, accounting for 83.2% of total consumption, with 34.9% aged 23 to 30 and 48.3% aged 31 to 40 [12]. - A significant portion of the melatonin market is driven by the post-90s and post-00s demographics, who are increasingly experiencing sleep-related issues [10][12]. Group 3: Causes of Sleep Issues - Young people face dual pressures from work and academic demands, leading to a normalization of late-night work and study habits, which exacerbate sleep problems [14]. - The prevalence of screen time before bed, particularly among the 18-35 age group, contributes to sleep difficulties, with an average usage time of 6.5 hours per day, mostly at night [14]. Group 4: Market Challenges and Opportunities - The melatonin market is experiencing a conflict between diverse consumer needs and product homogeneity, with a lack of differentiation among offerings [17][22]. - The market is projected to grow from 1.54 billion yuan in 2025 to over 5 billion yuan by 2030, indicating significant potential for innovation and differentiation [17]. Group 5: Product Innovation Trends - Key trends in product innovation include transforming melatonin into snack-like forms, combining it with other health ingredients, and tailoring products to specific consumer scenarios [24][27]. - Brands are encouraged to explore personalized solutions and flexible distribution channels to meet the immediate needs of consumers, particularly in the context of the night economy [20][29].
深夜警报:90后,00后吞下7成“助眠药”!千亿市场背后,谁的睡眠在被偷走?
新消费智库·2025-06-27 13:28