The idea of sleep as something for sale is becoming more apparent, as time-pressed,
digitally active consumers eat into their nightly slumber. Health professionals claim
that consumers need to stop regarding sleep as a lifestyle choice and instead respect
it as they do diet and exercise. Meanwhile, travel-sleep combinations are taking off, as
the travel and hotel industries woo weary, on-the-move consumers with the promise
of enhanced sleep. Consumers’ busy lifestyles and today’s greater understanding that
sleep enhances lives, health and weight loss, see more brands responding. Products
include “Night Milk” from German company Milchkristalle from cows milked at night,
containing more sleep hormone, melatonin.