The sleep aid market is undergoing a significant transformation, with cannabinol (CBN) emerging as a powerful contender against traditional options like melatonin. Over the past five years, CBN-infused products have gained an average of 0.86% market share per quarter, pushing U.S. retail sales to nearly $1 billion across adult-use and hemp markets. Projections indicate CBN could capture 30% of the sleep supplement market by 2028, potentially reaching a $5 billion market by 2030. Is CBN truly the most disruptive sleep aid since melatonin, and what does this mean for brands looking to capitalize on this trend? Let’s explore the science, consumer demand, and market opportunities driving this phenomenon.
CBN’s Meteoric Rise in the Sleep Aid Market
The sleep aid industry is one of the fastest-growing supplement sectors, fueled by a growing recognition of sleep’s critical role in health and well-being. CBN products have emerged as a standout, gaining 0.86% market share each quarter over the last five years. This steady increase has pushed U.S. retail sales to nearly $1 billion, a figure that spans both regulated cannabis markets and the hemp-derived supplement space. If this growth persists, industry analysts predict CBN could command 30% of the sleep aid market by 2028, with a potential valuation of $5 billion by 2030.
What sets CBN apart is the speed of its ascent. This market segment has materialized in just five years, driven by rising consumer awareness and a demand for natural sleep solutions. Unlike many supplements that peak and decline, CBN’s trajectory suggests a sustained upward trend, offering brands a window to establish a presence before saturation sets in. The National Sleep Foundation provides extensive resources on sleep health trends, highlighting why categories like CBN are gaining traction among consumers seeking alternatives to traditional options: National Sleep Foundation.
Why CBN? The Science Behind the Sleep Aid
CBN, or cannabinol, is a cannabinoid derived from the cannabis plant, formed as tetrahydrocannabinol (THC) degrades over time. Unlike THC, CBN is minimally psychoactive, positioning it as an appealing sleep support option without the intoxicating effects of cannabis. Advocates suggest CBN provides deep relaxation and sleep maintenance without the next-day grogginess often associated with melatonin or prescription sleep aids, sparking interest in its potential as a disruptive force.
Scientific Evidence: A Promising Foundation for CBN’s Sleep Benefits
The assertion that CBN rivals melatonin as a sleep aid is supported by its emerging reputation for sedative properties, with promising early research paving the way for its growth. A 2022 double-blind, placebo-controlled study published on PubMed found that a 20 mg dose of CBN taken nightly reduced nighttime awakenings and overall sleep disturbance compared to a placebo, with no significant daytime fatigue reported, highlighting its potential as a safe sleep maintenance aid. While the study noted no improvement in sleep onset latency (time to fall asleep) or wake-after-sleep-onset (WASO), and combining CBN with CBD did not enhance its effects, these findings suggest CBN may excel in supporting sustained sleep—a valuable benefit for those struggling with interruptions.
The scientific community is increasingly intrigued by CBN’s potential, with a 2021 narrative review on PubMed acknowledging the need for more extensive human studies while recognizing the encouraging data from initial research. For example, a rat study demonstrated increased total sleep time with CBN, offering a foundation that scientists are eager to build upon with larger randomized controlled trials using advanced sleep measures like polysomnography. This ongoing exploration reflects a positive trajectory, with CBN’s reputation gaining momentum as researchers and brands collaborate to unlock its full potential. Rather than a barrier, this evolving research landscape presents an exciting opportunity for brands to lead with transparency, sharing the promising benefits and the journey toward further validation with consumers.
Comparing CBN to Melatonin
Melatonin has been the go-to natural sleep aid for decades, mimicking the body’s hormone to regulate the sleep-wake cycle. While effective for some, it can cause morning grogginess or dependency with prolonged use. CBN, conversely, is marketed as a gentler alternative, potentially promoting relaxation by interacting with the endocannabinoid system, which influences sleep, mood, and pain perception. Unlike melatonin’s direct circadian adjustment, CBN may support sleep by alleviating physical discomfort and anxiety, according to preliminary studies and user reports.
However, the comparison is nuanced. Melatonin benefits from extensive research and clinical validation, while CBN’s evidence base is still developing. Consumer reviews and industry analyses suggest CBN’s plant-based appeal attracts those seeking natural remedies, but its effects vary widely, highlighting the need for brands to educate users on its potential limitations alongside its benefits.
Consumer Trends Fueling CBN’s Growth
CBN’s rise mirrors broader shifts in consumer behavior, particularly among those seeking natural health solutions. Up to two-thirds of U.S. adults report occasional sleep difficulties, driving demand for effective, non-pharmaceutical options. CBN’s promise of relaxation without side effects resonates with health-conscious consumers who prioritize wellness, a trend tracked by publications like Psychology Today: Psychology Today.
Shifting Demographics and Awareness
Growing awareness of cannabinoids beyond THC and CBD has propelled CBN into the spotlight. Younger demographics, such as Millennials and Gen Z, are more open to cannabis-derived products, while older adults seeking non-drug sleep aids are also adopting CBN. This cross-generational appeal broadens its market potential, as more consumers explore alternatives to conventional sleep medications. Rolling Stone reports on this demographic shift, noting how cannabis products, including CBN, are moving into the mainstream wellness space.
Demand for Sleep Solutions
The sleep aid market’s rapid expansion reflects a cultural emphasis on sleep health. Chronic stress, excessive screen time, and irregular schedules contribute to widespread sleep deficits, with studies linking poor sleep to cognitive decline and emotional instability. CBN’s positioning as a natural, non-habit-forming sleep aid taps into this demand, aligning with the wellness movement. However, brands face the challenge of addressing consumer skepticism, especially given the lack of regulatory oversight in the hemp-derived supplement sector, which can lead to inconsistent product quality.
Opportunities for Brands: A $5B Market by 2030
CBN-infused products are projected to reach a $5 billion market in the U.S. by 2030, a figure based on their current growth rate and the expanding sleep aid category. For brands, this presents a significant opportunity to capture market share early. Here’s why acting now is critical:
Early Mover Advantage
With CBN retail sales nearing $1 billion, the market remains in its infancy. Brands that establish a presence now can build customer loyalty and brand recognition as the category grows. Offering CBN products—such as gummies, tinctures, or capsules—can set a company apart in the competitive wellness market, where sleep-focused innovation is a key differentiator. Platforms like Leafly provide insights into new product trends, showcasing how brands are leveraging CBN: Leafly.
Product Innovation and Diversification
CBN’s versatility opens doors for creative product development. Brands can launch targeted formulations, like CBN-only gummies for THC-sensitive consumers or blends with CBD for enhanced relaxation. Incorporating complementary ingredients, such as terpenes known for calming effects, can further distinguish products. Industry examples demonstrate how brands are experimenting with these combinations to meet diverse consumer needs.
Consumer Education and Transparency
Given the mixed scientific evidence, transparency is essential for building trust. Providing clear dosing instructions, third-party lab results, and honest discussions about CBN’s potential benefits and limitations can differentiate a brand. Educating consumers about what to expect—such as variability in effectiveness—fosters credibility and long-term loyalty, a strategy increasingly recommended in the supplement industry.
Challenges and Regulatory Considerations
The CBN market’s potential comes with challenges that brands must address. Regulatory uncertainty is a primary concern, as federal agencies continue to evaluate hemp-derived cannabinoids like CBN. Until clear guidelines are established, brands must navigate existing regulations, such as those under the 2018 Farm Bill, which legalized hemp-derived products with less than 0.3% THC. The U.S. Food and Drug Administration provides updates on these evolving policies: U.S. Food and Drug Administration.
Quality Control and Mislabeled Products
A significant issue in the cannabinoid market is product quality. Studies have found that over half of CBD sleep products, including those with CBN, contain inaccurate levels of active ingredients, posing risks to consumer trust and safety. Brands must invest in rigorous testing and transparent labeling to ensure consistency and protect their reputation in a market prone to mislabeling.
Scientific Skepticism
The scientific community’s cautious stance on CBN’s efficacy presents another hurdle. While anecdotal evidence and early studies are encouraging, the lack of large-scale human trials means its benefits aren’t fully proven. Brands making bold claims risk consumer backlash if results fall short, necessitating a balanced approach that acknowledges both potential and research gaps.
The Future of CBN in the Sleep Aid Market
CBN’s potential to disrupt the sleep aid market hinges on several factors. Ongoing research, such as clinical trials examining CBN’s impact on insomnia, could provide the evidence needed to solidify its reputation. Regulatory clarity from federal agencies will also shape its future, determining how brands can market and distribute CBN products.
For now, CBN’s growth trajectory remains strong. Its ability to offer relaxation and sleep support without next-day grogginess positions it as a compelling alternative to traditional sleep aids. As consumer awareness expands and demographics shift, demand for CBN-infused products is likely to accelerate, making the projected $5 billion market by 2030 a realistic goal. Brands that act decisively—through innovation, education, and quality assurance—can position themselves as leaders in this evolving landscape.
Conclusion: Don’t Miss the CBN Train
CBN is quietly becoming a dominant force in the sleep supplement market, with U.S. sales nearing $1 billion and a projected $5 billion market by 2030. Its consistent growth, gaining 0.86% market share per quarter, positions it to capture 30% of the market by 2028. While scientific evidence is still emerging, CBN’s promise of deep relaxation and sleep support without grogginess makes it a standout in the wellness industry. For brands, the message is clear: now is the time to act. By embracing product innovation and consumer education, companies can ride the CBN wave to success.
