Seriously—we need help unwinding. Consider this data shared by Annie Eng, CEO, HP Ingredients:
More than one-third of adults sleep less than seven hours per night (Sleep Foundation)
Up to 70 million Americans have sleep disorders (Forbes, March 20, 2022).
The global “sleep economy,” including medical devices, pharmaceuticals, pillows, mattresses and more, exceeds $432 billion (Statista, July 27, 2022)
And as Austin Perlmutter, M.D., reported at the Naturally Informed conference Stress and Mental Wellness: Mastering the Market, held in September, 36.5% of people today are stressed, and 28% are dealing with depression.
“Stress and sleep have historically been considered essential components of the human condition,” says Maggie McNamara, Marketing Director, Gencor. “Nevertheless, the contemporary way of life, characterized by perpetual connectivity and an abundance of stressors, has exacerbated the difficulties associated with attaining restful sleep and effectively handling stress. This has resulted in an increased demand for products that assist people in getting the necessary rest and alleviating tension.”
The good news: Consumers are taking action. McNamara says the sleep aids market is expected to reach $103.57 billion by 2028, growing at a CAGR of 7.1% from 2022 to 2028, according to SkyQuest. North America is the leading driver of this growth, attributed to the prevalence of various sleep issues and increased awareness of how important sleep is for one’s well-being. “Consumers are increasingly aware that they need to learn or improve coping mechanisms for destressing and promoting restful sleep,” McNamara says, “and they are open to finding new, safe, and natural alternatives to do so.”
More than ever, they are reaching for a supplement assist. Eng points to SPINS data showing the market for supplements that support sleep reached approximately $737 million at the start of 2022.
“Consumers are trying hard to adapt to increased stress and anxiety, caused by economic and financial pressures and world events,” Eng notes. “Savvy consumers understand that encouraging the body to gain resilience for the long-term serves as a foundation for shorter acting solutions to feelings of heightened anxiousness.”
In a similar fashion, McNamara says the demand for stress relief supplements has increased substantially. “These dietary supplements frequently comprise components that are recognized for their potential to alleviate tension. In light of the fast-paced nature of contemporary society, individuals are seeking holistic strategies to manage stress, and supplements present a potentially effective alternative.”
Dr. Laura Collins, Senior RD&A Manager, Cognitive Health, Kerry, adds, “Consumers are taking a more proactive approach to their mental and emotional wellbeing, which is among the most common health concerns globally. This is partly because of increasing awareness that emotional health is closely intertwined with physical wellbeing: Three in four consumers agree that being mentally healthy boosts the immune system, while seven in 10 say that getting enough sleep is an important way to achieve immune health.”
Help can be found at the local natural products store. “The idea that managing and reducing stress helps promote healthy, satisfying sleep is one that is resonating, and we believe that retailers should ensure that their customers seeking to support one wellness facet (i.e. sleep or stress) are also supporting the other,” says Shah. What is most important to know now? Our experts outlined several key points.
1. Stress and insomnia are major issues.
“The American Sleep Association, citing figures from the Centers for Disease Control and Prevention and others, reports that 50 million to 70 million U.S. adults have a sleep disorder, insomnia being the most common,” Rina Perry, Vice President Innovation, Lipogen notes. “Also, 35% of adults say they get less than seven hours of sleep during a 24-hour period, and nearly 38% of people report that they unintentionally fall asleep during the day.”
Shah adds, “It appears that more health-minded consumers understand the powerful link between stress and poor sleep. Adaptogens are swiftly being purchased for stress management, and the primary adaptogen that consumers seek is ashwagandha. The primary natural sleep-inducement supplement consumers gravitate to is melatonin.”
"A staggering 27.3 percent of Americans over the age of 18 have symptoms of an anxiety disorder, per the 2022 Centers for Disease Control and Prevention," says Chris Meletis, N.D., Director of Clinical Education for Trace Minerals. "Stress and sleep disruption continue to run rampant, further fueled by inflation, economic uncertainty, and violent conflicts. It is all too easy, and understandably so, to feel the global unrest that affects each individual and the collective. Add the Covid-Era stressors, and the term 'coronasomnia' has arisen directly from COVID-19 or pandemic-related reasons. Insomnia is also a common symptom of ‘long COVID,’ as well as a new and disturbing trend. Consumers, patients, and health professionals suffer from the catch-22 of sleeplessness, further aggravating the stress response. As I share with my patients, 'To de-stress, one must rest, the first powerful letters of the word and process of restoration.' The demand has continued to grow significantly. In clinical practice, we see more adrenal fatigue, long-haul COVID-19, and overall stress. These events drive consumers to seek a natural prescription from us in clinical practice."
David Winston RH(AHG) President Herbalist & Alchemist says, “People are looking for products that truly help them cope with stress and improves the quality of their sleep. While herbs cannot replace adequate sleep, they can support sleep quality and help people’s bodies withstand anxiety that affects sleep. We’ve seeing that consumer knowledge of the role adaptogens and nervine herbs play in helping their bodies cope with stress and relaxation continues to increase. It’s been discovered that gut health and a healthy microbiome support sleep quality. Enhancing digestion, such as with bitters that contain Hops, can enhance digestion, gut health, and sleep quality.”
Dr. Mesfin Yimam, DVM, MS, Director, Pre-Clinical Research, Unigen, Inc., says, “Sleep quality and mental health have a bi-directional complex relationship. A better-quality sleep promotes quality health and overall wellbeing. While it is recommended to get 7-8 hours of sleep per night, in this always on the go rush-filled era, for most it is a wish. In reality, we choose to have a shorter duration of sleep with higher quality than longer nights with light sleep. Increased level of cortisol causes frequent premature awaking, difficulty in quick resumption of sleep after waking, decreased deep sleep, and fragmentation of sleep. These are typical examples of poor quality of sleep which can be directly linked to presence of stress in our bodies. Depressed people are prone to have more stress and high level of cortisol. Cortisol is known to induce tryptophan dioxygenase, an enzyme that will lead to reduced level of tryptophan availability for serotonin and melatonin conversion."
2. It’s not just about falling asleep...it’s about staying asleep.
“Increasingly, people who rely on products to help them fall asleep and remain asleep are finding out that although they can fall asleep more easily, they do not stay asleep, or they experience broken sleep,” Shah explains. “The American Academy of Sleep Medicine and the Sleep Research Society recommend that adults 18 and older obtain seven hours of sleep per night. Inadequate sleep can impair well-being and health in numerous ways and a multitude of studies have quantified the ways poor sleep impacts the body and mind.”
McNamara sees this as well. “Consumers hold a favorable perception of dietary supplements that not only offer prompt alleviation from sleep-related issues but also maintain their impact throughout the course of the night. They desire a sleep aid that facilitates both sleep onset and maintenance.”
Dr. Yimam says, “It is well known that inadequate or non-restorative sleep can interfere with our mood and emotional wellbeing. Unaddressed, lack of sleep could be a direct cause for mental health problems and vice versa. These relationships have been demonstrated in these two clinical trials. One of the key clinical findings in the Maizinol study was the significant reduction in the level of a stress hormone cortisol. Hence, the improved sleep quality and mood and mitigated stress observed in the Maizinol clinical trials are the direct reflection of its unique mechanisms of action that target the increase in the level of a wellbeing neurotransmitter serotonin, biosynthesis of sleep inducing hormone melatonin and decrease the stress hormone cortisol.”
3. Nutrient deficiencies play a role in the prevalence.
“Addressing stress-related nutritional deficiencies is a pivotal step for supplement manufacturers looking to develop products that cater to consumer needs,” advises Peyton Rudy, Global Marketing Manager, Fonterra. “These deficiencies or measured declines, including vital nutrients like phospholipids, B vitamins, and magnesium, can leave individuals feeling drained and overwhelmed. By creating targeted solutions that supplement these essential elements, brands can play a vital role in helping individuals fortify their stress resilience. In addition, consider exploring the emerging field of the gut-brain connection, where probiotics and prebiotics can be incorporated into your formulations to enhance mood and stress management. Embracing this cutting-edge understanding can revolutionize your approach to supplement development and position your brand as a leader in supporting mental well-being.”
4. Younger generations are struggling.
“To focus on a key sector of the market, younger consumers in particular are likely to report stress and sleep as primary reasons for taking supplements,” says Collins. “Faced with a competitive jobs market, they’re often pushing themselves hard, either in their careers or their studies. And as well as working or studying for long periods, it’s common for them to have responsibilities for caring for others. A combination of these pressures can hugely affect stress levels and sleep quality, as well as putting a premium on cognitive performance.”
Dr. Meletis describes, “The prominent clinical presentations are fatigue, insomnia and decreased ability to handle stress and anxiety. More patients than ever are coming in with the 'self-diagnosis' of adrenal burnout and overwhelming anxiety and panic attacks. I have not seen such a healthcare avalanche of fatigue, anxiety, or stressed-out patients in my 31 years until now."
5. There is a shift away from Rx meds.
“A sense of the naturalness of ingredients is important to consumers,” Collins says. “Many consumers are turning to botanicals as a response to the crisis. One of the reasons for the popularity of ashwagandha is that it combines a natural positioning with scientific substantiation. Used in Ayurveda for thousands of years to help reduce everyday stress, it’s also one of the best studied adaptogens, and has been shown to positively influence stress responses.”
In sleep/stress, McNamara says, “The ability to relax the mind and body is crucial when it comes to winding down for the night. When an ingredient can help quiet these aspects, consumers are more likely to get a more restful night’s sleep for a better tomorrow. Many customers prefer natural sleep supplements because they tend to have fewer side effects than prescription sleep medications. They also appeal to people who prefer natural products or are concerned about the addictive potential of prescription sleep aids.”
6. The ingredients need to be backed by science.
“Rising demand and the emergence of new ingredients has resulted in an increasingly crowded space, with numerous products claiming to offer benefits,” Collins says. “The best strategy for consumers (and one they’re increasingly adopting) is to seek out products containing ingredients with scientifically substantiated benefits. This is particularly evident across age groups. Over half (51%) of millennials and 45% of seniors say they do their own research into healthy lifestyle products and their ingredients.”
McNamara adds, “Consumers prefer dietary supplements that contain constituents that have undergone rigorous scientific investigation and demonstrated efficacy in enhancing sleep quality and overall well-being. PEA, saffron, and lavender are well-liked components due to their well-documented health benefits.”
7. Verification of quality is a draw.
Pairing with research-backed products, quality remains important to consumers. McNamara says, “Quality and safety are of the utmost importance. Consumers prefer products that have undergone quality and purity testing to ensure they are devoid of any contaminants. Certifications and testing by third parties, such as USP, NSF, or GMP, offer assurance.”
8. ...but value is still top of mind.
“In brief, consumers are searching for dietary supplements for wellness and sleep that are natural, safe, effective, and supported by scientific evidence,” McNamara says. “They prioritize cost, usability, brand reputation, sustainability, transparency, customization, and sustainability. By fulfilling these expectations, retailers and manufacturers can develop products that appeal to today’s health-conscious consumers.”
Driving home the point on cost, McNamara adds, “The element of affordability is of utmost importance. Supplements that provide value for the cost are desirable by consumers; this may involve offering larger pack sizes or implementing discounts for mass purchases. Consumers frequently place trust in endorsements and the standing of the brand. Established and reputable brands are generally preferred within the competitive supplement industry. There is a growing trend among consumers to seek out dietary supplements that adhere to ethical and sustainable practices, such as equitable labor and implementing eco-friendly packaging.”
Perry agrees, “Consumers are looking for effectiveness, safety, user-friendliness, customization options, and value for money in their sleep and wellness products.”
9. Non-addictive sleep aid options have wide appeal.
“Supplements that do not promote habit formation [are trending]: A considerable number of consumers favor products that do not induce dependence or addiction,” McNamara says. “They are searching for wellness and sleep-improving products that do not induce dependence on the supplement. The ingredients consumers are searching for when it comes to sleep and relaxation are natural products that have been proven safe with a quick onset of action. If a product also provides multifunctional benefits, that’s also a win for consumers. The importance of transparent and informative product labeling cannot be overstated. Consumers are interested in the composition, dosage, potential adverse effects, and drug interactions of the products they are consuming.”
10. Next-day grogginess is another concern.
“Consumers want stress and sleep products that enable them to be focused and calm and perform at their best,” Shah says. In fact, consumers don’t want any drawbacks. McNamara explains, “With regard to long-term supplement usage, individuals prioritize supplements that exhibit minimal adverse reactions, as side effects are a significant concern.”
11. Stressed and sleepy consumers want to see results fast.
“Consumers today are looking for products that provide quick relief and address underlying issues,” Rudy explains. “To win them over, we need to combine active ingredients that offer both short-term benefits and long-term solutions. Take CBD and ashwagandha, for instance. They deliver instant results to capture a consumer’s attention. When we pair them with naturally occurring nutrients like phospholipids and L-theanine found in the human body, we create a formula that not only maintains long-term effectiveness, but also fosters trust and loyalty among consumers who continue to use our product.”
12. The routine needs to be easy.
“Convenience is vital,” McNamara stresses. “Generally, supplement formulations that are simple to consume—be they tablets, gummies, powders, or others—are preferred by consumers.” Perry adds, “A trend that has been popular in several sleep products is gummies. Over the past year, gummies have been the biggest growth driver in sleep and now represent 56% of that segment, according to a Drug Store News report.”
Sleep & Stress All-Stars
When it comes to natural helpers, there are many, from CBD and lavender to L-theanine and magnesium and many more. And branded ingredient suppliers are backing up their offerings with science, so we asked them to share some standouts.
Ashwagandha: This adaptogen has emerged as a consumer favorite, and several branded ingredients are backed by science. Among them: “Sensoril Ashwagandha, part of Kerry’s ProActive health portfolio, is an adaptogen derived from a unique blend of both the leaves and roots of ashwagandha,” says Collins. “Studied in over a dozen human clinical trials, it can help support normal cognitive health, mood and quality of sleep, among other benefits. In one study, carried out on 98 chronically stressed men and women (as defined by a score of 24-42 in the modified Hamilton anxiety (mHAM-A) scale), subjects consuming Sensoril decreased overall everyday stress by 62.2% compared to placebo.”
Collins adds that blends can add benefits. “Earlier this year, Kerry launched a two-in-one blend that meets the growing demand for products targeting both immune health and stress management. Wellmune Adapt combines Wellmune, our yeast beta glucan ingredient for immune health, with Sensoril. Also containing Vitamin C, Wellmune Adapt offers scientifically supported benefits for immunity as well as stress and sleep support.”
And from Nutriventia comes Prolanza, a root-only ashwagandha ingredient. “Prolanza contains a high concentration (4-5%) of 10 USP Withanolides and 10 additionally identified Withanolides, all of which work together synergistically to produce the clinically demonstrated health benefits of ashwagandha,” Shah says. “A human clinical study investigated the effects of a sustained-release ashwagandha (300 mg Prolanza) once daily for 90 days. The researchers found that Prolanza taken once a day significantly improved attention, memory and sleep quality, a reduction in stress levels and better psychological well-being.”
"Adaptogens such as Ashwagandha, known as Indian Ginseng, are one of the adaptogenic botanicals patients routinely come in asking about for stress. Products like Trace Minerals’ Aswagandha Gummies are a delicious way to support the body’s responses to stress and aid with strength and endurance," says Meletis.
Winston explains, “Among our high demand products are adaptogenic formulas, such as Calm Adapt a formula that includes calming adaptogens (Ashwagandha, Reishi, Schisandra) with nervines (Oat and Linden flower). Ashwagandha is an adaptogen, anti-inflammatory, anxiolytic, antispasmodic and mild analgesic. Reishi is a mild adaptogen, nervine, cardiotonic and anti-inflammatory agent used for anxiety, bad dreams, insomnia, and stress-induced conditions. Schisandra is unique in that while it is calming, it gives a person a clear, focused mind. Fresh Oat and Linden flower are two of my favorite nervines that help to re-establish a healthy emotional foundation."
One branded ashwaganda backed by a significant body of research is KSM-66 Ashwagandha. In a study published in Cureus (2019), researchers examined the effect of supplementation of KSM-66 Ashwagandha on reducing stress and anxiety over 8 weeks. The randomized, prospective, double-blind, placebo-controlled clinical study involved 60 healthy adults between the ages of 18 and 55 years. In this current clinical study, the effect of a lower dose of Ashwagandha root extract (Ashwagandha 250 mg/day) was evaluated and compared with the standard dosage of Ashwagandha (Ashwagandha 600 mg/day) and placebo in stressed individuals. Results showed a 33.7% and 38.3% reduction in Perceived Stress Scores for 250mg/day and 600mg/day respectively. Results also reflected a 16.4% and 32.6% reduction in Serum cortisol levels for 250mg/day and 600mg/day respectively. Furthermore, there was a 13.0% and 16.3% decrease in Hamilton Anxiety Scale scores for 250mg/day and 600mg/day respectively. Finally, there was a 35.2% and 46.0% decrease in Sleep quality scores for 250mg/day and 600mg/day respectively resulting in greater quality of sleep.
Another study published in the Journal of Ethnopharmacology (2021), examined the effects of KSM-66 Ashwagandha supplementation in both healthy and insomniac participants. This 8 week, double-blind, randomized, parallel-group, placebo-controlled trial included 80 participants. At the end of the study the results suggested that ashwagandha supplementation showed a significant improvement in sleep parameters. Results revealed a 15.5% and 33.5% decrease in sleep onset latency in healthy and insomnia subjects respectively. Further, results showed a 29.3% and 22.7% decrease in wake after sleep onset in healthy and insomnia subjects respectively. There was a 29.2% decrease in the Hamilton Anxiety scale scores for Insomnia subjects. In addition, findings showed a 17.9% and 36.0% decrease in Mental alertness on rising scores for healthy and insomnia subjects respectively.
Eurycoma longifolia: “For stress management, Adapticort Tongkat Ali is a solid ingredient,” Eng reports. “Nervousness tends to increase cortisol production. Tongkat Ali (Eurycoma longifolia) has been shown in a human clinical study to significantly reduce cortisol levels at a daily dose of 200 mg. An earlier randomized clinical study on moderately stressed adults demonstrated calming effects from supplementing with Tongkat Ali. The subjects experienced reduced tension, anger and confusion; the latter two are characteristics of stress-induced tension and nervousness in many individuals.”
Melatonin: “According to CRN’s 2023 Consumer Survey on Dietary Supplements, melatonin is now the most widely used specialty supplement, surpassing Omega-3,” Shah shares. “When considering that most melatonin supplements are immediate-release (fully emptied), the consumer often does not obtain an all-night, eight-hour benefit. After years of development, Nutriventia launched Melotime for a specific sustained-release profile: 50% of the dose in the first hour followed by the release of the remainder at each one hour for seven hours.”
PEA: Gencor offers the branded ingredient Levagen+. “Levagen+ is a high-quality, bioavailable PEA ingredient that contributes to relaxation and restfulness, leading to good sleep quality,” McNamara explains. “It has been shown to reduce nervousness and improve quality of life (Steels et al. 2019), providing PEA’s relevance and application in sleep. Furthermore, because PEA influences the endocannabinoid system, it promotes restful sleep by indirectly activating the calm-inducing CB1 receptors (Costa et al., 2008). It can also increase restful REM sleep by activating TRPV1 channels (Petrosino et al., 2015).”
Saffron: The branded ingredient affron is supported by published research. “Affron is a patent and clinically backed saffron being used worldwide,” says McNamara. “With nine published clinical studies on more than 740 adults, its rapid absorption time. For brands considering formulation opportunities, McNamara adds, “Consumer goods that include saffron, valerian root, and chamomile are positioned for the purpose of enhancing sleep quality in a natural and risk-free manner. There is a growing trend among consumers to utilize these alternatives in an effort to circumvent the adverse effects commonly associated with prescription sleep medications.”
Omega 3s: Simo Echchafai, Senior Vice President, HH&N North America, Aker BioMarine says, “At Aker BioMarine, we are seeing lots of excitement around brain health solutions with new products targeting healthy aging, improved mood, stress, memory, and focus. Numerous published scientific studies show how omega-3 fatty acids are recognized as food for the brain, which is a great direction for the category, and especially for krill oil. Brain-boosting nutrients like phospholipids, omega-3 EPA & DHA and choline naturally occur in krill oil, and they are naturally found in the brain as well, making it a winning combination. Superba Krill oil, Aker BioMarine’s flagship ingredient, helps play a vital role in cellular function, nerve signaling and cognitive health & function. In addition to overall brain health, krill oil phospholipids are also an ideal solution for women’s health when it comes to mood related benefits. Science shows that krill oil can significantly reduce the emotional symptoms related to PMS and is significantly effective for the management of dysmenorrhea and emotional PMS symptoms. EPA & DHA have been found to play an important role in improving the inflammatory symptoms caused by the hormone-driven menstrual cycle.”
Magnesium: Dr. Meletis describes, "Our most common protocols clinically focus on stress/sleep hygiene botanical (adaptogens such as Ashwagandha, magnesium, and melatonin support. Some of my favorite products to recommend are Trace Minerals’ Natural Rest Plus and Magnesium Glycinate Capsules, both known for promoting healthy, natural sleep patterns and REM cycles.”
Chamomile: “I formulated Serenity Compound to help reduce an excessive stress response," Winston says. "We include the nervines Fresh Milky Oat, which helps restore the emotional foundation in people who overreact to minor problems, and Skullcap, which is useful for nervousness and stress-induced muscle tension. Chamomile helps with stress-related GI problems, sleeplessness, and agitation. Linden flower is very commonly used in Europe for irritability and white coat syndrome. The final ingredient is Eleuthero, a mild non-stimulating adaptogen which helps to re-regulate endocrine, nervous system and immune function.” WF
Deep Dive! Master the Sleep & Stress Market
Mental health is essential our overall wellness. Unfortunately, 36.5% of people today are stressed. In a keynote session from the Naturally Informed virtual conference Stress and Mental Wellness: Mastering the Market, NYT Bestselling Author Austin Perlmutter, M.D., managing director at Big Bold Health, discusses the state of mental health following the COVID-19 pandemic and explains why brain health needs to be a priority. Discover what can be done to optimize brain health and mental wellness, including science-backed nutrients to consider. Watch The Future of Mental and Brain Health on demand, and to view all Naturally Informed education, register for free on-demand access at NaturallyInformed.net.
