Sleep quality parameters, melatonin-free options and digital tracking are the new supplement must-haves

08 Feb 2024 --- Extended screen time and geopolitical issues are spotlighted as the leading causes of stress and sleep disturbances of the new age. PharmaLinea and Pharmactive experts talk to us about the importance of addressing sleep quality parameters on supplement labels and the demand for melatonin-free options.

“One of the major factors affecting a good night’s sleep and therefore driving the demand of the category is increased screen time. Companies are starting to address this issue through various campaigns,” Matevž Ambrožič, marketing and PR director at PharmaLinea, tells Nutrition Insight.

“Consumers are also worried about the economic crisis, they feel anxious about supply shortages in the healthcare system, and environmental issues. The possibility of unemployment keeps 26% of Europeans awake at night.”

Another major factor impacting demand in the sleep and relaxation category is current geopolitics. About one in two Europeans are worried about wars and geopolitical conflicts,  according to the 2023 STADA Health Report. The fear is particularly strong in Poland where 65% of surveyed people confirmed it, followed by 56% in Romania and 58% of Germans. 

The sentiments are reiterated by Carlos Rodríguez, communication manager at Pharmactive: “Work pressure, both in terms of hours and workload, can raise levels of tension and fatigue. This, in turn, can affect the ability to obtain quality, restorative sleep. Additionally, the intensive use of electronic devices, especially before sleeping, can interfere with natural sleep patterns.” 

A sedentary lifestyle and unbalanced diet contributes to sleep and relaxation problems. The combination of factors has generated a demand for natural solutions that help manage these situations and improve these symptoms.

Sleep quality parameters
Today, consumers recognize the value of sleep quality mainly as a result of the awareness created by wearable technology. Many consumers track their sleep with these devices and apps and analyze the results.

“They see the various stages of sleep, how many times they woke up and how long they were in bed. They mark in apps how well-rested they were in the morning and track progress. With all the conversation, consumers are also recognizing the effect sleep quality has on other areas of their lives such as immunity, cognition, metabolism and mood,” Ambrožič explains.

As a result more brands communicate sleep quality parameters — restful sleep, feeling refreshed, reducing nocturnal awakenings, maintaining restful sleep — on the front of the pack of their new products.

“What will really supercharge growth is when supplement brands effectively connect to wearable devices and sleep-tracking apps to really showcase their efficacy. The effects of supplements on sleep can sometimes be difficult to feel because so many factors can affect it and some consumers will be quick to jump to conclusions about the products’ efficacy,” says Ambrožič.Consumers are tracking their sleep quality via apps (Credit: Brett Jordon). 

Late exercise, late meals, alcohol and stress can override a supplement’s effect. “I think once we’re able to objectively show consumers with their own data, tracked over a few days or weeks, that the supplement had an impact on sleep quality parameters, our jobs will be easier.”

PharmaLinea’s Your Good Night line is a clinically supported added-value solution to improve several sleep quality parameters such as sleep efficiency, duration and latency. 

“The line entails various melatonin-free stock keeping units (SKUs) for long-term sleep quality support and an SKU with added melatonin for an immediate effect on acute issues with sleep latency. Several of the products in Your Good Night Line are proven in various markets. The line is promotable through medical detailing,” he says.

According to Pharmactive, the significant growth of the sleep and relaxation segment is driven by a heightened awareness of the importance of mental health and overall well-being. “The demand for these products will continue to rise as more people seek natural ways to manage occasional stress and anxiety, as well as improve the quality of their sleep,” Rodriguez explains.

“This growing interest is encouraging innovation in the sector, with companies investing in the research and development of more effective and safe formulas, incorporating novel ingredients or enhancing the bioavailability of existing compounds.” 

Less tension, more sedation
According to PharmaLinea, magnesium is one of the most sought-after ingredients in the sleep and relaxation segment but the relevant clinical support for this ingredient is lacking. The company also observes the growing interest for traditional herbals. 

“For example, ashwagandha has adaptogenic properties, which is helpful for calming and sleep, (there are many branded versions of this ingredient such as Sensoril and KSM-66), holy basil with growing support on sleep such as Holixer, black cumin extract, that is extending its positioning also to sleep area such as ThymoDream,” Maja Orešnik, science and research director at PharmaLinea details.

Mushroom-based ingredients from the East, like Zylaria, are growing in popularity. “Another trending ingredient is Lactium. The ingredient has been around for a long time, but more product launches have been noted in the past year, perhaps due to the extent of its support, which stands out in comparison to other ingredients.”

Products without melatonin are on the rise, while some new ingredients are entering the melatonin space such as vegan versions like Somato, and extended-release offerings such as MicroActive Melatonin.

Orešnik says: “What sets our products apart from the market is that we don’t base them solely on melatonin. We try to combine ingredients with different mechanisms of action that bring overall improvement of quality of sleep, and life. We understand that the importance of sleep is not only in the time spent in bed but also in how we feel during the day.”Sleep parameters are becoming mandatory on product labels.

Valerian, L-theanine and CBD are popular with consumers for having sedative properties, decreasing tension, inducing a state of relaxation and being free of melatonin. 

“These ingredients are gaining popularity due to their ability to address problems associated with relaxation and sleep disorders in a way considered more natural and with fewer risks of side effects compared to conventional pharmacological treatments,” Rodriguez explains.    

Layered tablets and oral sprays
PharmaLinea reports that there have been many new product launches in layered tablets with prolonged release. For example, EG launched a line extension of Sedatol in 2023, which comes in duo capsules  — the first phase is lavender oil, and then melatonin, vitamin B6 and passionflower. Normon launched Noctiben, a tri-layered tablet supplement in 2023. 

“The first layer immediately releases melatonin, which helps reduce the time you fall asleep. Its inner layers release long-lasting passionflower, vitamin B6, GABA and valerian that help maintain restful sleep,” explains Ambrožič. 

The third layer has tryptophan and lemon balm that contribute to relaxation and well-being. Ritual launched a sleep supplement based on melatonin in 2023 — the company puts three melatonin tablets in a capsule, designed to optimize melatonin release throughout the night to support a natural sleep-wake cycle. 

“Such delivery technologies have a superb effect of communication between different parts of the product and various effects across certain phases so that the consumer can visually perceive the multifaceted functionality of the product,” he explains.

Oral sprays have also been performing well over the last few years. Oral sprays are a convenient format for melatonin, which is likely driving its success.

Pharmactive’s Rodriguez concurs that sprays, sublingual drops and oral strips are recent innovations that offer rapid absorption of active ingredients through the tongue and sublingual mucosa. “These formats are popular for their convenience and fast action, making them ideal for those seeking immediate effects,” he says.

In addition, sleep and relaxation supplements are diversifying to adapt to consumer preferences. For example, oral strips, sleep drops and gummies complement traditional formats such as capsules, tablets and powders.

“Capsules and tablets remain as one of the most common and preferred options, as they are easy to consume and transport, offering controlled release of active ingredients,” Rodriguez explains.

“In recent years, we have seen the emergence of more novel formats. For example, gummies stand out for their pleasant taste and ease of use, becoming an attractive option especially for those who do not like taking pills or for a younger audience looking for a more enjoyable consumption experience.”

By Inga de Jong