Mood & Sleep

Sleep & Circadian Rhythm

The new approach in functional nutrition: beyond better sleep

Sleep has evolved from being an important habit to becoming a core pillar of modern wellbeing. In a context marked by stress, hyperconnectivity and constant screen exposure, consumers are increasingly looking for solutions that not only help them fall asleep, but also restore circadian balance and overall health (1).

In this blog, we explain the basics of sleep and circadian rhythm, and outline the ingredients and solution concepts increasingly sought after by today’s consumers.

Biological rhythms and circadian rhythm: what are they exactly?

Human beings do not function in a linear way, but rather follow biological rhythms, internal cycles that regulate different physiological processes over time.
Among these, the most relevant are circadian rhythms, which correspond to cycles of approximately 24 hours, primarily synchronized with the light–dark cycle (2,3).

These rhythms affect multiple functions such as (2,3):

  • The sleep–wake cycle
  • The secretion of hormones such as melatonin and cortisol
  • Body temperature
  • Metabolism and digestion
The circadian system is regulated by a “central biological clock” located in the hypothalamus, which synchronizes with external cues such as light. When aligned, it supports physiological balance. However, its disruption due to exposure to artificial light, jet lag or shift work, can lead to alterations in sleep, metabolism and overall health (4,5).
 
For this reason, current approaches no longer focus solely on increasing sleep duration, but rather on sleeping in alignment with the biological clock (1,4).

From isolated solutions to hybrid formulations

The market clearly reflects this shift. Consumers are moving away from fast-acting or pharmaceutical solutions and are increasingly seeking:

  • Natural and non-addictive ingredients
  • Formulations that promote relaxation from a more holistic perspective
  • Integrated mind-body solutions

From a physiological perspective, several of these ingredients may act by modulating neurotransmitters involved in relaxation and sleep, such as GABA and serotonin, and by supporting sleep‑related hormones such as melatonin.

Among the most widely used ingredients are (1,6,7,8):

The rise of wellness routines

Another key driver is the integration of sleep into daily routines. Consumers are looking for products that fit into their lifestyle:

  • Enjoyable formats such as gummies, sticks, or beverages
  • Sensory experiences: taste, texture, and nighttime rituals
  • Clean label and transparency from manufacturers

Supplements are no longer perceived as occasional aids, but rather as part of a ritual of disconnection and self-care, aligned with sleep hygiene practices and chronobiology (1,9).

Not everything is about melatonin

While melatonin has historically dominated this category, the market is evolving towards more sophisticated alternatives and combinations.
Examples gaining traction include magnesium bisglycinate, vitamins, omega-3, probiotics and natural prolonged-release alternatives. This shift responds both to the demand for better tolerance and long-term use, and to a growing interest in more physiological approaches that support the regulation of the circadian system (9).

Opportunities for formulators and brands

From a product development perspective, the sleep category continues to offer significant opportunities:

  • Positioning more complex and differentiated solutions
  • Integrating ingredients with evidence in stress, neuroscience and recovery
  • Developing concepts linked to ritual, experience and lifestyle
  • Focusing on indirect claims (relaxation, balance, wellbeing)

In this new context, the key is no longer just the ingredient itself, but the ability to build a narrative around biological rhythm and overall wellbeing.

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References

  1. Desai, D., Momin, A., Hirpara, P., et al. (2024). Exploring the role of circadian rhythms in sleep and recovery: A review article. Cureus, 16(6).
  2. Montaruli, A., Castelli, L., Mulè, A., Scurati, R., Esposito, F., Galasso, L., & Roveda, E. (2021). Biological rhythm and chronotype: New perspectives in health. Biomolecules, 11(4), 487. https://doi.org/10.3390/biom11040487
  3. National Institute of General Medical Sciences. (2025). Circadian rhythms. National Institutes of Health.
  4. Meyer, N., Harvey, A. G., Lockley, S. W., & Dijk, D.-J. (2022). Circadian rhythms and disorders of the timing of sleep. The Lancet, 400(10357), 1061–1078. https://doi.org/10.1016/S0140-6736(22)00877-7
  5. Boivin, D. B., Boudreau, P., & Kosmadopoulos, A. (2021). Disturbance of the circadian system in shift work and its health impact. Journal of Biological Rhythms.
  6. Cotter, J., Caddick, C. E., Harper, J. L., & Ebajemito, J. K. (2026). Examining the effect of L-theanine on sleep: a systematic review. Nutritional Neuroscience, 29(2), 224–238.
  7. Cheah, K. L., Norhayati, M. N., Yaacob, L. H., & Abdul Rahman, R. (2021). Effect of Ashwagandha on sleep: A systematic review and meta-analysis. PLOS ONE, 16(9), e0257843.
  8. Chandrasekhar, K., Kapoor, J., & Anishetty, S. (2012). A prospective, randomized double-blind, placebo-controlled study of safety and efficacy of a high-concentration full-spectrum extract of ashwagandha root in reducing stress and anxiety in adults. Indian journal of psychological medicine, 34(3), 255-262.
  9. Innova Market Insights. (2024). Global trends in sleep health and functional ingredients. Innova Market Insights.
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