The world has undergone many changes in recent years. Between the lingering effects of the COVID-19 pandemic, climate issues and the rise of Eco-Anxiety, and the challenges of an ever changing society including the economy, it's no surprise that everyday individuals are having to constantly struggle with maintaining healthy levels of mental stress, achieving restful sleep, and keeping the overall wellbeing of their cognitive health intact. 

In October, WholeFoods Magazine reported that between 50 and 70 million Americans had issues with sleep, with 1 in 3 Americans not getting enough uninterrupted sleep according to the National Institute for Health. That statistic explains the popularity of OTC sleep aid products, which experienced a 4.6% increase in dollar sales in 2023 according to SPINS. Similarly, SPINS reported that growth for products with mood support health claims increased 1.3% in dollar sales during the same year. 

So how has the sleep/stress/cognitive health space changed? What have companies learned since COVID-19, and what lessons are they taking into the new year? Here’s what industry insiders are reporting. 

The Stress-Sleep-Cognitive Connection

“There is a powerful link between stress and cognitive health, and that link is sleep,” explains Kate Quackenbush, Communications Director, Gnosis by Lesaffre. “In healthy individuals, poor sleep night after night can cumulatively increase stress response—accelerated release of cortisol, for example—and create and exacerbate ‘brain fog,’ a condition characterized by slow thought processes and sluggish or temporarily impaired short-term memory retrieval. Baby Boomers, who are now in their mid-60s and 70s, are quite concerned about their deteriorating ability to recall, reason, and problem-solve—i.e., cognitive abilities. On the other end of the spectrum, Gen Z is concerned about maintaining superior cognitive performance for work and play, like gaming. Generation X, in their late 40s and 50s, and the younger Millennials—today’s parents—are somewhat concerned about deteriorating cognitive abilities but are more concerned about high stress impacting mood and sleep. Mood dysfunction becomes prominent when a low mood persists, and there is no identifiable cause. It often stems from poor sleep, and they go hand-in-hand, experienced by adults of all ages.”

Similar to other areas of wellbeing and health concerns, consumers are starting to connect the dots between the relationships of health issues. “The state of one’s sleep habits, cognitive functionality, and stress converge into the larger umbrella market of mental health,” says Rajat Shah, Co-Founder, Nutriventia. “Happily, the stigma of mental health issues has largely been erased—it’s all about ‘mental wellness.’”

With the emergence of mental wellness as the overarching focus, research is confirming the connections. “Studies conducted over the past couple of years clearly indicate that consumers have become increasingly aware that mental health is a crucial part of overall health. A healthy diet can enhance emotional wellbeing and lower feelings of stress, anxiety, and depression,” says Denisse Colindres, Nutrition Communication Manager, BENEO North America. Colindres points to findings from the Innova Lifestyle & Attitudes Survey 2023: More than one in three consumers globally said they intended to live healthier this past year by concentrating on their mental and emotional health, and 63% of global consumers associate mental wellbeing with holistic health.

Coping with Busier Lifestyles

As the day-to-day has grown increasingly demanding, consumers have started to shift their health priorities. “The persistent pressures of modern lifestyles have led to sleep, stress management, and cognitive health becoming priorities for many people,” says Tom D’Hoore, Chief Commercial Officer at HTBA. “A recent survey from Innova Market Insights revealed that ‘feeling well’ is the key driver for pursuing a healthier lifestyle—and feeling mentally and emotionally well is the number one health goal. Consumers are therefore adopting strategies to help them feel their mental and emotional best. One of the major ways consumers are addressing this is through better sleep, diet, and nutrition choices. A recent report from FMCG Gurus revealed that as many as 61% of consumers changed their diets in the last year to better support their cognitive health. Equally, products enriched with vitamins and other nutrients to fill dietary gaps have become popular for supporting health areas such as stress relief.”

This shift in focus has also led to consumers leaning on nutritional supplements to help manage the pressures of everyday life. “The sleep, stress, and cognitive health market has been seeing increasing demand for some time now as more and more consumers prioritize mental wellbeing and overall health,” reports Julianne Gardner, Marketing & Communications Coordinator, Stratum Nutrition. “People are turning to nutraceuticals for help with sleep support, stress relief, and boosting brain function. Common ingredients like melatonin, magnesium, and valerian root have been gaining popularity in recent years for improving sleep, while newer ingredients like Stratum Nutrition’s SageXtra are gaining attention for their focus supporting effects without the use of caffeine. Managing stress is also a top priority while people cope with busier lifestyles. Adaptogens, like ashwagandha and Rhodiola rosea, are in demand for their ability to help the body handle stress better. Supplements like L-theanine, B vitamins, and magnesium are also popular for supporting relaxation without making people drowsy.”

Maggie McNamara, Vice President of Global Marketing, Gencor, acknowledges that the negative effects of high stress lifestyles are impacting cognitive health, "Stress and sleep have always been considered critical aspects of health and significantly impact cognitive function. However, the modern lifestyle, with its constant connectivity and many sources of stress, has made it increasingly difficult for people to get a good night’s sleep and manage stress effectively. This has led to a growing demand for products that can help people get the rest they require, reduce tension, and boost focus and cognitive function."

Evolving Rapidly

Trends within the space are sparking the addition of new ingredients in staple products. “One interesting trend we are seeing is the classic energy drink, coffee, being improved with ingredients that help people to stay focused and reduce fatigue with a more relaxing level of energy than caffeine alone,” shares Cal Bewicke, CEO, Ethical Naturals Inc. “We’ve seen a wave of coffee beverages with mushrooms added for their health benefits, and some also include science-backed AlphaWave L-Theanine. It’s been long understood that the natural combination of caffeine and L-theanine work beneficially in green tea; several modern scientific studies have verified the benefits of adding L-theanine to other caffeine products that don’t naturally contain that combination. That combination has shown improvement in short-term sustained attention and overall cognition. AlphaWave L-Theanine is our key product in the stress relief category. AlphaWave is supported by three clinical studies that showed significant increase in alpha brainwave activity and resulting relaxation and cognitive benefits. It is also GRAS affirmed and due to high solubility and neutral taste is becoming widely used in beverage products.”

Sébastien Bornet, VP Global Sales & Marketing, Horphag Research sees the continued rapid growth of the global brain health supplements market as an opportunity to provide consumers with science backed supplements made from natural ingredients, "The global brain health supplements market is projected to grow from USD 6.29 billion in 2024 to USD 11.55 billion by 2032, exhibiting a CAGR of 7.9% during the forecast period. The desire to ease the various anxieties plaguing consumers has resulted in a growing need for supplements that are widely available, easily ingested and made from natural ingredients. There’s more research and innovation in the category which has made it more accessible to a wider range of consumers. Higher consciousness and increased conversation around cognitive health is also driving interest in the market and motivating consumers to engage at a younger age. There’s an increased recognition that we must take care of our cognitive health earlier in life to support our health later in life... The nootropic category is also experiencing rapid growth, with an anticipated 14.6% CAGR increase in the supplements market through 2030. With natural products, it’s also imperative to show safety as well as efficacy. Numerous studies show our French maritime pine park extract, Pycnogenol, to have a broad spectrum of benefits for every stage of life."

A topic impacting seemingly every corner of the natural products market is -biotics, and the sleep/stress/cognitive arena is no different. “At Verb Biotics, we see the current landscape for sleep, stress, and cognitive health support evolving rapidly, driven by growing consumer awareness of the interconnectedness of these areas and the role of the microbiome in these health states,” comments Todd Beckman, CEO, Verb Biotics. “More people are turning to natural solutions that not only address symptoms but also focus on the root causes of imbalances in their daily lives. A major trend we’re witnessing is the increasing demand for biotics—both probiotics and postbiotics—that target stress and cognitive performance, as well as sleep quality. These biotics help modulate the gut-brain axis, which plays a critical role in regulating mood, stress responses, and even cognitive function. Consumers are prioritizing long-term mental and physical well-being over quick fixes, seeking products that are both scientifically backed and effective.”

Like -biotics, other ingredients that are becoming more commonly known: “Nootropics, or brain-boosting supplements, like omega-3s, curcumin, and lion’s mane mushrooms, are becoming mainstream,” notes Gardner. “Ingredients like Ahiflower plant-based omega oil and prebiotic Bimuno GOS are also being recognized for supporting both cognitive and gut health, which are becoming increasingly understood as connected. The gut-brain axis is a big focus as well with research showing that a healthy gut can improve mood, reduce stress, and enhance cognitive function. Ingredients like postbiotic Humiome Post LB can help calm digestive upset and support abdominal comfort. Bimuno GOS can fit well into finished products promoting cognitive health support by helping cope with stress by reducing cortisol levels. SageXtra is a clinically studied sage extract formulated to offer benefits to support cognitive health, memory, and attention.”

Plant-based ingredients also are crucial to cognitive health, adds Martin Felkner, Sr. Expert Branded Ingredients, Finzelberg. “In today’s busy world, stress, sleep, and cognitive function are intricately linked. According to a Gallup Report entitled Global Emotions, four in 10 adults say they experience a lot of worry, while 37% experience a lot of stress. This makes the development of science-backed branded solutions that target stress, cognitive health, and sleep a growing category. This is particularly true for products that are clean-label, natural, plant-based, and science-backed. While exercise, diet, and living purposefully are important lifestyle considerations, the inclusion of botanicals in dietary supplements and nutraceuticals is at an all-time high. At Finzelberg, our branded ingredient CONCENTAL has an important role to play in the development of formulations and products that target stress response and cognitive wellbeing.” 

Looking ahead

For 2025, experts like Felkner are looking at how the demands of the world today will continue to make healthy lifestyles a necessity. “Mental health and wellbeing remain top priorities for consumers globally. Managing stress and sleep is fundamental to staying healthy and being able to perform accordingly. That said, it is no surprise that in today’s world of increasing uncertainty, demanding work-life environment and digital over-information, healthy lifestyle habits are crucial in pursuing that goal.”

Colindres resonated with Felkner’s views and added that managing mood through nutrition will see a rise. “Given the increasing public health burden of stress, anxiety, and depression, consumer interest in mood enhancement is expected to rise. As more and more people are looking for natural ways to do so, regulating mood through nutrition is of rising interest. From BENEO’S perspective—from the scientific side of things—promising areas of research include psychobiological processes such as food reward and cognitive function, focusing on the gut-brain axis and its targeted modulation via gut microbiota with prebiotics. Therefore, researchers at the BENEO-Institute are collaborating globally to advance knowledge and understanding, enhancing our ability to positively influence mood and mind through nutritional interventions for everyone’s benefit. As a solution provider for the food and beverage industries, we are continuously transferring those insights into concepts and formulations that we will share with our customers to help them meet consumer demands for healthier products.”

While some emerging ingredients will gain steam in the new year, already-established products will remain as dominant players, according to Shah. “Melatonin still rules the sleep/relaxation market. In 2022, according to NBJ, as a single sleep solution, melatonin nabbed 57.5% of the sleep-support market, and it continues to make a strong appearance in combination with herbs. New Hope Network consumer research shows the largest growing consumer group for brain-support was those aged 25 to 34—this jumped from 29% in 2020 to 45% in 2023. Similar numbers were posted for those aged 18 to 24—31% and 42% respectively. So, it is safe to say that 18- to 34-year-olds are ready to absorb new brain—mood, stress and sleep—products.” 

Quackenbush echoes the sentiments and also looks at companies focusing on the basics with optimized capabilities. “Basics are still best. And basics engineered to optimize capabilities are even better. For example, vitamin B9, primarily known as folic acid, is perceived by the public to be a must-consume vitamin. Vitamin B9 is optimized in its 5-methylfolate (5-MTHF) form, which needs no conversion in the body; unlike folic acid, 5-MTHF can get to work immediately.”

McNamara sees consumer's weariness towards habit forming products as a key driver towards natural products in the new year, "As we head into 2025, consumers will still be drawn to natural products that can help them live daily with increased energy and focus, improved sleep, and decreased stress. Shoppers are also highly conscious of the habit-forming nature of some products, and therefore, they often prefer to turn to the wellness category as their first line of defense. Some popular ingredients in these categories include curcumin, saffron, and Palmitoylethanolamide (PEA). Our branded and clinically tested curcumin extract, HydroCurc, has been shown to increase serum Brain-derived neurotrophic factor (BDNF) and ferritin levels, which suggests HydroCurc’s ability to enhance cognitive function (memory and learning)."

Diana Roldan, Scientific Product & Communication Manager for Nektium thinks 2025 will see the continuation of another consumer trend, reducing caffeine intake. "The trend for reducing caffeine intake is set to be another key theme. It will lead consumers to look for more natural and healthy alternatives for their daily mental energy boost in 2025 and beyond. It’s important that solutions provide fast-acting mental energy and focus while cutting out side effects like jitters. Our award-winning Zynamite ingredient was created to provide a natural alternative to caffeine that delivers on those points. It’s a prime example of a nootropic that has gained popularity for its clinically proven ability to combine non-stim mental energy with a range of cognitive benefits like focus, attention, and executive function. We recently launched a water-soluble grade, Zynamite S, which has been specifically developed for the growing functional beverage market."

According to Dr. Liki von Oppen-Bezalel, Business Development Director, TriNutra, more than ingredients, hormones connected to cognitive function will also step into the spotlight next year. "As consumers become increasingly aware of the detrimental effects of chronic or dysregulated cortisol on sleep, stress, and cognitive function, we foresee this trend gaining momentum. In fact, we predict that this understanding will not only continue through 2025 but also extend beyond, making cortisol a significant factor in health-related purchases. One product that is leading the charge in this regard is ThymoQuin, a proprietary, extra virgin, and standardized black seed oil. ThymoQuin has been clinically shown to decrease the levels of this critical stress hormone." 

Beckman sees offering consumers targeted answers instead of generic solutions as the way to see the most traction in 2025. “The rise of personalized wellness: Consumers are no longer satisfied with one-size-fits-all products. They’re seeking solutions that are tailored to their unique needs, and this is particularly true for managing sleep, stress, and cognitive health. Advances in microbiome research are allowing companies like Verb Biotics to develop products that target individual stress responses, sleep quality, and cognitive performance by addressing the gut-brain axis. Personalized biotic solutions are becoming an essential offering.”

More to Know: Stay Naturally Informed on Mental Wellness

For an even deeper dive into the latest research, trends, and opportunities in the mental wellness space, don’t miss the educational sessions from the Naturally Informed conference Stress & Mental Wellness: Mastering the Market. World-class experts presented on a variety of topics, including:

• How to Move From Fear Consciousness Into Health Consciousness and Regain Your Life
• The Role of Glutathione in Enhancing Mental Resilience and Reducing Stress
• The Growth of Calm: Exploring Market Trends and Ingredients in Stress, Sleep, and Mood Supplements
• Omega-3 Fatty Acids and Depression: What’s Going On?
• Creating Mentally Wealthy Workplaces 
• Upset is Optional: 10 Ways to Reduce Unnecessary Suffering
• Stress and Mental Wellness for Pets: Natural Foods, Dietary Supplements & Stress Reduction through Lifestyle Support
• From Plate to Psyche: the Food Matrix and Marketing to Gen Z
• Setting the Record Straight on Dietary Supplements, Eating Disorders, and Mental Wellness
• Combating the Impact of Stress on Mental Wellness by Tackling Root Causes
• New Research for Improved Sleep Quality, Mood and Daytime Productivity
• From Rainforest Rituals to Science in Mental Wellness
• Stress, Sleep, and Solutions: Natural Ingredients Take Center Stage

These sessions and more are now available to view on demand at no cost. Register at NaturallyInformed.net , and join the Naturally Informed team in December for our next event: Active Aging: Mastering the Market. WF