Photo/Illutration Nissin York Co.’s “Pilkul Miracle Care” is sold in a bottle containing 65 milliliters. A pack of eight bottles is sold for around 345 yen, including tax. (Provided by Nissin York Co.)

The sleep tech market has been awakened during the novel coronavirus pandemic, rapidly growing to meet the increased health consciousness needs of consumers. 

Riding the coattails of Yakult Honsha Co.'s Yakult 1000 probiotic drink, food companies are introducing new products to help improve their customers' sleep.

There has been a growing interest in sleep quality.

According to a survey by leading confectionery maker Ezaki Glico Co. in August covering 500 people, 68.6 percent said they still feel exhausted when their sleep quality is poor even though they have slept enough hours.

Many people have trouble sleeping particularly during the COVID-19 pandemic, which prompted them to take an interest in staying healthy.

According to research firm Fuji Keizai Co., the food market for stress-relief and sleep support products will be worth about 46 billion yen ($321 million) in 2022.

That is nearly twice the size from the pre-pandemic level in 2019.

The sleep aid market is led by "Yakult 1000" (for home delivery sales) and "Y1000" (for in-store purchase).

Touting its ability to relieve stress and improve sleep quality, one bottle of the probiotic drink contains about 100 billion of the Shirota strain of lactic acid bacteria.

The sleep aid caused a stir online after it became popular among home delivery users through word of mouth.

Yakult Honsha initially released the product in limited areas.

But the company decided to sell the drink nationwide from April 2021, triggering shortages in some areas.

In addition to a plant in Saga Prefecture, Yakult Honsha started production of Y1000 at another plant in Ibaraki Prefecture in July.

Other companies are also releasing new products.

Nissin York Co. introduced "Pilkul Miracle Care," the latest addition to the Pilkul probiotic drink series, which it said will help users sleep better and relieve their fatigue, on Sept. 26.

It is the first time for the company to release a product that it claims can improve sleep quality.

Registered as one of the "Foods with Function Claims," following a product labeling rule set by the Consumer Affairs Agency, the drink contains 60 billion living lactic acid bacteria that reach the intestines upon consumption.

The company said its function to improve the intestinal condition contributes to better sleep and fatigue reduction.

A pack of eight bottles containing 65 milliliters sells at a retail price of around 345 yen, including tax.

In the first year, Nissin York aims to sell 3 billion yen worth of the product.

"The market for better sleep quality will continue to grow over the next couple of years. We also have received many inquiries," said company President Kenji Maeda.

Morinaga Milk Industry Co. began selling the "Suimin Kaizen" (sleep improvement) drink nationwide on Sept. 13, saying that it contains L-theanine, which can increase cells that promote relaxation. The company also said that it is good for drinking just before bedtime because it is caffeine free.

On Sept. 20, Kaneka Corp. began nationwide sales of "Watashi no Chikara (My Energy) Q10 Yogurt," which contains reduced coenzyme Q10.

Asahi Soft Drinks Co.'s "Todoku Tsuyosa no Nyusankin W" (lactic acid bacteria W strong enough to reach) has boasted on its packaging art since 2019 that it helps to deepen sleep.

It has been sold in bottles containing 100 milliliters, but it is also available in larger bottles containing 200 milliliters since April.

However, eating a lot of products certified with Foods with Function Claims won't help a person recover from illness.

Excessive expectations should be avoided as companies can label their products as such when they submit scientific evidence and other data regarding the safety and functionality of their food products based on rules set by the government.

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