Mental health to overtake immunity? Pharmactive tips Affron potential in “explosive” supplements category

31 May 2022 --- While demand for products within the mental health category were steadily rising before COVID-19 hit, the pandemic brought with it an explosive boom of interest in this positioning. According to Pharmactive, this has become visible with an increasing uptake of the company’s saffron-based Affron ingredient.

“This boost has been mainly motivated by the redefinition of the consumer’s priorities, placing mental and emotional balance as one of their main concerns, and gaining awareness about their primary role in maintaining health,” Mariana Ortega Rufino, marketing associate at Pharmactive, tells NutritionInsight ahead of a webinar titled: Formulating with affron: An out-of-the-box approach to Gut Health.

Affron is described as a “premium saffron extract” (Crocus sativus L.) and is backed by eight human clinical studies outlining its capacity to help improve mood and relieve symptoms associated with stress and occasional sadness.

It also touts it supports relaxation, promotes restorative sleep and improves mood in menopausal women. As a clean-label saffron extract, it is easily digested and has high bioavailability, Rufino outlines.The role of gut health is becoming increasingly important for mood.

Market interest
The company’s Affron item is most popular with women aged between 30 to 50 who are preoccupied with raising children and work. “Many times, this is aggravated by the fact that many of them have their children at home due to the pandemic, which motivated remote working,” Rufino adds.

“Similarly, women and men who do not have children but are still stressed by their work environment, economic situation and social pressure. These profiles are looking for natural solutions to support a positive mood, reduce occasional stress, and maintain a healthy sleep pattern.”

Teenagers make up another consumer demographic that grew during the pandemic, as young adults frequently experienced mood swings aggravated by lockdowns, online life and not being able to socialize normally, Rufino explains. 

“For that, parents look for natural support to help them maintain a positive outlook and balance their emotions.”

Gut health and serotonin link
According to Rufino, Affron is capable of inhibiting serotonin reabsorption, while studies have evidenced Affron’s action mechanisms, positively impacting mood, anxiety and sleep. 

“The gut produces serotonin, which plays a key role in body functions such as mood, sleep, digestion, nausea, wound healing, bone health, blood clotting and sexual desire. The connection is much vaster and more complicated than that thought.”

Gut health can influence neurotransmitter production, vagus nerve connection – a nerve that connects our gut to our brain and digestion.

“Poor digestion equals decreased nutrition which can lead to poor neurotransmitter production, added physical stressors.”

Surpassing immunity?
COVID-19 sparked a wave of interest in immunity, leading to an increased interest in supplements. Nonetheless with lockdowns and tough restrictions, interest in mental health saw growing curiosity. 

“This category has experienced such a large growth that now it is expected to exceed Immunity by the end of 2022.”

Rufino says many brands have shifted their focus to NPD, targeting mood, stress support and sleep. This tendency will continue for at least the next five years, she adds.

The webinar will take place on June 14 at 15:30 CEST.

By Andria Kades