We Participated in the Largest Real-World Study of Infused Beverages. Here's What the Sleep Data Showed.

Nobody asked us to make a better sleep product.

That's not what SHAKE was designed around. It's not the pitch we make to retailers. It's not the reason most of our customers crack one open at the end of a Tuesday. And when the participants in a real-world infused beverage study were asked why they joined, only 8.9% of them listed "better sleep" as a reason.

But the sleep data came back anyway.

23rd State products — including FRESH PRESS and SHAKE — were part of Cohort 2 of the MoreBetter Real-World Infused Beverage Study, the largest ongoing observational dataset of its kind. Across 2,580 participants, 20 beverages, and a 22-day study period, researchers tracked daily consumption habits, mood, stress, sociability, and sleep — every night, through validated instruments and self-reported measures.

What they found in the sleep data is worth talking about. Especially now, as we evaluate data from sleep week during National Sleep Month, when consumers and retailers alike are looking for products that fit into a genuine wellness routine — not just a weekend ritual.

About the Study

Before we get into the numbers, a quick note on what kind of study this was and how to read it.

This was a real-world observational study — not a clinical trial conducted in a lab setting. Participants used the products in their normal lives, in their own homes, on their own schedules. They reported how they felt each day and each night through validated survey instruments. Researchers then analyzed those reports for patterns across the use phase versus non-use days.

That means the findings are self-reported. They show association, not causation. What the data tells us is what participants experienced and reported — which, for consumer goods, is exactly the kind of signal that matters.

The study scale is significant: 2,580 participants across 20 infused beverage products, tracked over 22 days. Each product had its own cohort of roughly 100–200 participants. The results below reflect cohort-wide averages across all 20 products. Our individual product results are directionally consistent with what you'll read here.

The Sleep Findings Nobody Expected

Here's the headline: across every sleep measure researchers tracked — duration, quality, ease of falling asleep, and a validated clinical sleep instrument — participants showed statistically significant improvement during the product use phase.

All of it. Statistically significant. Across the full cohort.

Let's go measure by measure.

Participants Slept 24 Extra Minutes Per Night

During the product use phase, average nightly sleep duration went from 6 hours and 37 minutes to 7 hours and 1 minute — a 6.1% increase. That's not a rounding error. That's nearly half an hour of additional sleep, reported by real people using real products in their actual lives.

For context: the American Academy of Sleep Medicine recommends adults get at least 7 hours per night. Participants entered this study, on average, below that threshold. During the product use phase, they crossed it.

Sleep Quality Improved 13.6%

Daily self-reported sleep quality scores improved from 5.24 to 5.95 on product use days versus non-use days — a 13.6% improvement. This was measured using a consistent daily scale throughout the study, giving researchers a reliable before-and-after comparison for each participant.

Falling Asleep Got 14.1% Easier

Participants rated their ease of falling asleep each night on a five-point scale. The average score dropped from 3.00 to 2.58 during the product use phase — a 14.1% improvement in how easily they transitioned from awake to asleep.

For a lot of people, that transition is the whole problem. Lying awake, mind running, unable to quiet the noise. The data suggests that for this group of consumers, using an infused beverage as part of their evening routine made that moment meaningfully easier.

Clinical Sleep Disturbance Scores Improved 8.2%

This one carries some weight. Researchers used the PROMIS Sleep Disturbance Short Form 8b — a validated clinical instrument where a score of 50 represents the general population average, and higher scores indicate greater disturbance.

At the start of the study, participants averaged a score of 55.34. Mild sleep disturbance. By the end of the product use phase, that score had dropped to 50.80 — statistically indistinguishable from the general population average.

They came in mildly disrupted. They exited at the norm.

13.5% of Participants Said the Effects Ended Because They Fell Asleep

Researchers asked participants how long the product's effects lasted. For 13.5% of responses across the cohort, the answer wasn't a time — it was "fell asleep." The effects didn't wear off. They transitioned into sleep.

That's not a side effect. That's a use case.

In the Exit Survey, More Than Half Reported Better Sleep

When participants reflected on the full study at the end:

54.7% agreed their sleep quality improved
53.2% agreed they fell asleep more easily
44.8% agreed they slept longer

Again — these weren't people who signed up because they wanted to sleep better. Most of them didn't cite sleep as a motivation at all. They just reported it happening.

Why This Matters for How You Think About Infused Beverages

The mainstream conversation about cannabis beverages still orbits around a few familiar use cases: social situations, alcohol alternatives, relaxation. All of those are real and valid. But sleep is where a significant portion of actual consumer experience is landing — and the industry hasn't caught up to that yet.

Consider the consumption patterns from this same study: 48.3% of daily product use happened at the end of the day, to relax. The median use time was 5:30 PM. These aren't party beverages being cracked open at midnight. They're evening wind-down products being integrated into the kind of routine that, apparently, also produces better sleep outcomes.

That's a different story than "cannabis drink as bar replacement." It's a wellness story. A recovery story. A "this is how I take care of myself after a hard day" story.

And the data backs it up.

Who Saw the Most Improvement

The cohort-wide interaction models identified a few patterns worth noting — both for consumers thinking about how to use these products and for retailers thinking about who their highest-value customers are.

Consistent users improved the most. The participants who used the product most regularly throughout the study started with the worst sleep scores and finished with the best. The benefit appeared to compound over time — it wasn't a one-night effect. This is a strong signal for building a routine rather than reaching for a product occasionally.

Women showed the most improvement across sleep quality, sleep disturbance, and ease of falling asleep — three of the four primary sleep measures.

Older consumers saw greater improvement in sleep quality and ease of falling asleep — a demographic that, not coincidentally, over-indexes on sleep concerns generally.

These are cohort-wide patterns. Individual product results may vary. But the directional signal is consistent: the people who used the product regularly, and the consumers who had the most room to improve, improved the most.

What This Means for FRESH PRESS and SHAKE

Collection of drinks and products including a bottle, cans, and small bottles with labels on a colorful background.

FRESH PRESS and SHAKE were both part of this study cohort. Our products went through the same 22-day tracking protocol, the same daily survey instruments, the same validated clinical measures as every other beverage in the dataset.

We're not going to overstate what the data shows. These are observational findings. Participants reported what they experienced. The study design doesn't allow us to say our products cause better sleep — but it does allow us to say that the people who used our products, in the real world, reported meaningful improvements across every sleep measure researchers tracked.

That matters. Especially for consumers who are trying to make thoughtful decisions about what they put in their bodies and why.

SHAKE is formulated for the kind of settled, calm experience that makes evenings feel like evenings again. FRESH PRESS is built for the consumer who wants the clean, whole-plant experience without any of the noise. Both fit naturally into the kind of evening wind-down routine that, according to this data, also tends to produce better sleep.

If you've been using either product as part of your end-of-day ritual — you're already in the pattern the data describes.

For Retailers: What the Data Tells You About Your Customer

If you carry 23rd State on your shelves, here's the pitch you may not be making yet.

The infused beverage consumer isn't just a curiosity-driven newcomer or a weekend-use occasional. Based on this data, a meaningful segment of your infused beverage customer is someone who has incorporated these products into a nightly routine — and is quietly getting sleep benefits they may not even be attributing to the product.

That's a retention story. That's a subscription story. That's a "keep it stocked because my customer comes back for it" story.

The study found that consistent use drove the largest improvements. If your customer buys one can and has a good experience, they may not connect the dots. But if they build a habit — if they understand that the benefit builds over time — you're looking at a repeat purchaser with genuine utility driving the behavior, not just novelty.

The sleep data also points toward specific demographics worth paying attention to: women and older consumers showed the strongest sleep outcomes. If either of those segments over-index in your customer base, the data gives you a more targeted reason to carry and recommend these products.

Interested in adding 23rd State products to your inventory? Sign up for a wholesale account: https://23state.com/pages/wholesale

The Bigger Picture: Real Data in an Industry That Needs It

One of the persistent challenges for cannabis and hemp beverages has been credibility. The products are new. The regulatory environment is complicated. And consumers — especially those who didn't grow up with cannabis as part of their world — want evidence. They want to know that something works before they commit to it.

This study is that evidence. Not a testimonial. Not a brand claim. A real-world dataset with 2,580 participants, validated clinical instruments, and statistically significant findings across every sleep measure tracked.

Being part of the largest ongoing real-world study of infused beverages isn't just a marketing footnote. It's a signal about how we approach product development and consumer trust. We want to know what our products actually do for real people in real life. This study tells us — and now it tells you.

Promotional graphic for MoreBetter with text about real-world research and clinical-grade insights, featuring a blurred background of people working on devices.

A Note on How to Read These Numbers

Every result cited in this post comes from self-reported observational data collected through the MoreBetter Real-World Infused Beverage Study, Cohort 1 (N=2,580; 20 beverages; 22-day study period). All findings referenced were statistically significant (p < .05).

These findings represent cohort-wide averages across all 20 products in the study. 23rd State products participated in this study and results were directionally consistent with cohort findings. Individual product-level data is available.

This is an observational study, not a clinical trial. Results reflect what participants reported experiencing — association, not causation. These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease or medical condition. Infused beverage products are intended for adults 21 and over.

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