"C in the morning and M in the evening" is a snack-based health regimen for young people. Sleep water and sleep-aiding gummies are hot sellers on Tmall International

In the past , they would drink coffee to stay awake in the morning and alcohol to relax and help them sleep at night . But as sleep problems are increasingly taken seriously, more and more young people are beginning to choose health foods such as melatonin to help them sleep.

According to Tmall Global data, over 2 million young people have purchased imported coffee and sleep-inducing health foods on Tmall Global over the past six months . “Early C and late M” has become a healthier way for young people to maintain their health.

( This generation of young people started to "C in the morning and M in the evening" on Tmall )

Brands and businesses have also seized on this trend, launching "Morning C and Late M" lists, and introducing melatonin products that are more portable and convenient and suitable for young people , such as sleeping water, melatonin gummies, oral drops of essence, and flash sleep tablets that melt in the mouth, etc. , which are convenient and ready-to-eat products like snacks.

Currently on Tmall International, the product with the highest sales in the melatonin category is Vitafusion SleepWell Melatonin Gummies. At the same time, Norwegian brand Noromega melatonin sleep tablets, Irish Zenflore sleep-aiding probiotics, Australian brand Saffronia candies containing saffron essence , and Swisse sleep-aiding valerian tablets are all very popular.

Public data shows that more than 300 million people in China currently have sleep disorders, among which young people born in the 1990s and 1995s have the most prominent sleep problems. The "China Sleep Index Report" states that 62% of consumers born in the 1990s have purchased emerging sleep-aid products such as melatonin gummies , and a sleep economy with a market size of more than 200 billion yuan has emerged.

" Since the beginning of this year, the sales of imported sleep-aiding health foods have shown double-digit growth, and the trend of younger purchasing users is becoming more and more obvious." The person in charge of the health industry at Tmall International said that the platform has been committed to incubating new categories to meet the needs of new consumer segments, while bringing new business opportunities to merchants.

( OLLY Melatonin Gummies from Unilever )

The rapid development of the sleep-aid health care market has also attracted the follow-up of international fast-moving consumer goods groups . Pure Encapsulations, a brand under Nestlé, launched ashwagandha capsules for regulating sleep and mood. It entered Tmall International in May last year and saw a one-month sales growth of more than 200%. Unilever's OLLY Melatonin Gummies became the top two melatonin brands in less than a year after entering the market .

Data shows that in the past year, more than 100 new overseas brands have used cross-border e-commerce platform Tmall Global to explore the sleep nutrition market. In the coming year, more new brands are expected to enter the market, and 10 brands with sales of tens of millions have been incubated .

Tmall

Morning C, evening M