For the past six months, we’ve been watching a new trend emerge on TikTok: the Sleepy Girl Mocktail. These mocktails, first popularized by creator Gracie Norton to the tune of 1.5 million views, combine various calming ingredients. The star component of Gracie’s variant is Moon Juice’s Magnesi-Om dietary supplement, which has gained significant traction since her first video went viral. Her mocktail also includes pure tart cherry juice and Olipop’s Lemon Lime Spritz, though many TikTokers have customized the recipe to their liking. Their goal? Achieving a good night’s sleep.
Related to this trend is the recent “snail girl” movement, in which young women are embracing a slower, more relaxed lifestyle. It feels like a response to unrealistic expectations set by the you-can-have-it-all “girlboss” culture of the past ten years. In contrast to constant busyness, the “snail girl” approach values taking one’s time and finding joy in simple, everyday moments. It’s all about prioritizing self-care and happiness over hustle culture. Such sentiment shifts aren’t confined to America; we’ve also seen the rise of the similar “lie flat” movement in China, which calls for the rejection of overwork and the country’s “996” office schedule (9 AM – 9 PM, six days per week).
Functional beverages that support relaxation, such as the non-alc wines we’ve previously discussed, fit seamlessly into this trend. We’re also bullish on products like Three Spirit’s Nightcap and Kin’s Dream Light, which are well-positioned to capitalize on it. And, as broader “slow living” movements continue to develop, there’s ample opportunity for new functional beverages to ride the relaxation wave.
Implications:
- Product development: brands can cater to this trend by formulating new products with ingredients that promote relaxation and sleep.
- Positioning: brands—functional or otherwise—can emphasize the value of slowing down and holistic wellbeing.
- Promotion: collaborations with content creators who champion the “sleepy girl” or “snail girl” ethos can boost brand visibility. Current videos focus on wellness supplements and sodas, and there’s clearly room for alcohol alternative brands to enter the conversation.
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