First line of defense: Nervine herbs and CBD lead the charge for natural sleep and stress management
07 Feb 2024 --- Lifestyle surveys show that Millennials and Gen Zers are having difficulty balancing work and family obligations. Nutrition supplements that manage stress, sleep, cognition and immunity are considered the most valuable. We speak with Kerry, Monteloeder and Gencor about the most pressing consumer demands and the motivations that drive them.
“Consumers have been increasingly seeking natural and traditional solutions, not simply to improve their physical wellness in general but to specifically target their stress, sleep, mood and cognitive performance,” Mindy Leveille, senior global marketing manager, digestive and cognitive health, proactive health, Kerry, tells Nutrition Insight.
“This trend is also part of a growing interest in healthy aging support, with 50% of Gen Z consumers taking steps to age healthily from the age of 20. Stress management has also been associated with increased health and well-being in seniors, and 75% of the oldest adults agree that healthy aging is extremely or very important to them.”
Nervine herbs for stress
According to Monteloeder, there’s a growing awareness about the benefits of nervine herbs and adaptogens in supporting stress management and relaxation. “People are increasingly seeking products that genuinely assist them in managing stress and enhancing the quality of their sleep,” says Dr. Jonathan Jones, chief scientific officer at Monteloeder.
“Herbs can aid in improving sleep quality and help individuals combat the anxiety that interferes with their sleep. More individuals relying on sleep aids are discovering that while they may help with falling asleep, they fail to maintain sleep or experience disrupted sleep patterns.”
The American Academy of Sleep Medicine and the Sleep Research Society recommend that adults aged 18 and above aim for seven hours of sleep each night.
Numerous studies have demonstrated how poor sleep impacts the body and mind. Consumers have a positive perception of dietary supplements for providing quick relief from sleep-related issues and to sustain their effectiveness during the night.
“The demand for effective solutions to combat sleep disruptions has surged significantly. People are actively seeking ways to manage their stress levels and improve the quality of their sleep to safeguard their overall health and well-being,” says Jones.
Monteloeder’s supplements, such as RelaxPLX, are developed to enhance sleep quality, reduce sleep onset latency and alleviate occasional stress. RelaxPLX is a proprietary botanical blend derived from lemon verbena extracts.
“Standardized to phenylpropanoids like verbascoside and flavones, lemon verbena extract has been scientifically demonstrated to offer significant advantages in addressing sleep disturbances and occasional stress. RelaxPLX facilitates a calm approach to managing occasional stress, supporting mental equilibrium and promoting emotional comfort,” says Jones.
At a dosage of 400 mg, it fosters relaxation and improves sleep quality by regulating cortisol levels, reducing sleep interruptions, extending deep sleep duration and encouraging an increase in REM sleep stages.
Maggie McNamara, marketing director at Gencor, explains: “Given the fast-paced nature of modern life, people are looking for holistic ways to manage sleep and relaxation, and supplements offer a viable alternative to prescriptions that are often linked to negative side effects.”
“Consumers, especially younger generations, are open to alternative formats and delivery methods, provided that the product is effective, fast-acting and easy to incorporate into their daily healthy lifestyle routines.”
Affron and Levagen are the company’s stand-out ingredients in the category. Affron is a clinically supported saffron that promotes restorative sleep and improves mental balance and mood for adolescents and seniors.
Levagen+ is a high-quality, bioavailable palmitoylethanolamide (PEA) ingredient that contributes to relaxation and restfulness, leading to good sleep quality. It has been shown to reduce nervousness and improve quality of life. PEA impacts the endocannabinoid system, promoting restful sleep by indirectly activating the calm-inducing CB1 receptors.
Cannabinoids and adaptogens
Consumers are moving toward nervine herbs for its ultra-natural profile.
According to Kerry, functional botanicals like ashwagandha are a sought-after format for 40% of global consumers seeking benefits such as improved sleep.
“Ashwagandha is one of the most widely recognized botanical adaptogens for cognitive support, with 60% of consumers aware of it as a time-honored ayurvedic ingredient,” Leveille explains.
The botanical has been shown to improve mood, cognitive health and sleep quality in human clinical trials.
Jones concurs ashwagandha is highly valued for its stress-relieving properties. “However, some individuals may find its bitter, hay-like flavor unappealing, prompting the need for masking systems in products containing this adaptogen.”
“Other ingredients renowned for their role in mood stabilization and relaxation include magnesium, L-theanine, GABA (Gamma-aminobutyric acid), 5-HTP, passionflower, and various cannabinoids such as CBD, THC (tetrahydrocannabinol), CBG (Cannabigerol) and CBN (cannabinol). These components are sought after for their calming effects and their potential to promote relaxation,” Jones explains.
Products incorporating saffron, valerian root and chamomile are positioned to naturally enhance sleep quality without associated risks and are preferred by a growing number of consumers over prescription sleep medications, which have adverse effects.
“Given the proliferation of options in the market, consumers are advised to prioritize products supported by scientific evidence. Amid the multitude of offerings claiming benefits, opting for products containing ingredients with scientifically validated benefits stands as the optimal strategy for discerning consumers,” Jones explains.
Kerry invests heavily in R&D to scientifically substantiate the ingredients in its ProActive Health Portfolio. Sensoril, is the company’s ashwagandha root-and-leaf aqueous extract, scientifically substantiated in 13 published research papers. Sensoril ashwagandha has demonstrated efficacy for stress, sleep, energy and everyday cognitive health benefits.
The chronically stressed men and women participants of one double-blind, randomized, placebo-controlled trial were found to have significantly decreased levels of stress biomarkers, including serum cortisol and C-reactive protein.
Immunity-plus trend
Chronic stress inhibits the immune response, increasing the risk of illness, such as respiratory tract infections. According to Kerry, three in four consumers agree that good mental health boosts the immune system, while three in five say getting enough sleep is important for immune health.
Leveille continues: “This ‘immunity-plus’ trend is reflected in the new Wellmune Adapt, which is available in the US for supplement manufacturers. It blends Sensoril and vitamin C with our Wellmune yeast beta 1,3/1,6 glucan immune-health ingredient, which is backed by over a dozen clinical studies demonstrating its benefits for general immune health and overall physical health.”
“Together, these ingredients work to support the immune system while simultaneously addressing the stress factors that can undermine it.”
Stress negatively impacts mood, sleep quality and cognitive performance. Around 50% of Millennials and Gen Z report feeling chronically stressed as they struggle to balance work and family life responsibilities alongside their desire for better health and well-being.
McNamara explains: “Consumers tend to choose dietary supplements that have undergone rigorous scientific testing and have demonstrated efficacy in enhancing sleep quality, relaxation, and overall well-being.”
“Ingredients such as PEA, saffron and lavender are highly sought after due to their well-documented health benefits. Consumers prefer supplements that not only offer quick relief from sleep-related problems but also maintain their effect throughout the night. They want a sleep aid that helps with both sleep onset and maintenance.”
Moreover, end-users are highly conscious of the habit-forming nature of some products, and turn to the wellness category as their “first line of defense.”
The ethical nature of a product is a top consideration for purchase.
“There’s a growing trend among consumers to look for dietary supplements that adhere to ethical and sustainable practices, such as fair labor practices and eco-friendly packaging,” she says.
Multi-benefits formulations
Consumers prefer convenient formats, including grab-and-go beverages they can incorporate seamlessly into their daily routines. Seniors in particular like the simplicity and familiarity of supplements. Sensoril is highly soluble and can be included in beverages, foods, gummies, capsules, tablets, stick packs and sports nutrition products.
“Multi-benefit formulations are exhibiting strong growth, with products combining cognitive and immune health proving particularly popular since the turn of the decade. Immune health is the primary concern for consumers of healthy lifestyle products, and its links with cognitive well-being and the negative impacts of stress and poor sleep are increasingly recognized,” says Leveille.
Monteloeder observes that while capsules and powder-based formats remain dominant in the mental health support sector within consumer health, there is a burgeoning interest in adaptogenic products across categories such as soft drinks, hot drinks, packaged food, and beauty and personal care.
Jones indicates that gummies have started to plateau and have saturated all health segments. For ingredient selection and formulation, Monteloder harnesses advanced in silico methods such as “docking” to forecast molecular interactions. In vitro and in vivo tests are conducted to assess the mechanism of action, safety, and effectiveness of our ingredients.
“These studies employ both quantitative analyses, make use of precise and validated instruments and qualitative perception questionnaires to gauge consumer perceptions of product effectiveness. By combining objective measurements with subjective feedback, we gain a holistic understanding of our products’ impact,” Jones concludes.
By Inga de Jong
