Sirio to harness botanicals in mood-boosting softgels and gummies
05 Jul 2021 --- Sirio Group is developing new delivery formats in response to a “sharp increase” in demand for supplements offering mood and stress relief. Key offerings include gummies and softgels with starring ingredients such as ashwagandha, saffron and γ-aminobutyric acid (GABA).
“Each development is a challenge, especially when it comes to ensuring long shelf-lives. Experience is key,” Dr. Dominique Baum, managing director of Sirio Europe, Ayanda, tells NutritionInsight.
In Europe, Sirio’s Nutra-Innovation team has identified hops, saffron and hempseed oil as rising stars. Over the course of the summer, Sirio Europe will be introducing new softgel products with these ingredients.
The company says that they help support focus, mood and calmness. For example, a saffron offering is being promoted as helping mood, sleep and memory.
Saffron has been the focus of industry research in recent years. For instance, Pharmactive’s affron ingredient has been linked to improved psychological symptoms in perimenopausal women and reduced depressive symptoms in adolescents.
The Nutra-Innovation team consists of scientists and industry experts across North America, Europe and China.
Targeting natural and plant-based demands
Sirio’s softgel offerings are also a response to growing consumer demand for natural, plant-based products.
According to Innova Market Insights, the plant-based revolution continues to gather pace alongside the growing movement toward more ethical and sustainable lifestyles. These themes are becoming key pillars of trust under the clean label umbrella.
Within Europe, 4 percent of total F&B launches in 2020 had a natural positioning. Additionally, 12 percent featured a vegan or plant-based claim. Notably, a 2020 survey revealed that 53 percent of global consumers consider plant-based alternatives because they consider them to be healthier.
US turns to ashwagandha
Baum notes that many of the trending ingredients are used in traditional herbal treatment. “Such ingredients are different based on history, region and culture. Some ingredients like ashwagandha, a medicinal herb used since long in Indian Ayurveda, are now becoming popular for stress treatment worldwide,” she observes.
According to Karla Acevedo, marketing manager Americas at Sirio Pharma, the US is seeing particularly strong interest in ashwagandha. “There, the traditional herb is a leader in the category of stress management.”
Innova Market Insights that there has been 40 percent average annual growth in foods, drinks and supplements launched with ashwagandha (Global, 2016-2020). Brain & Mood Health is the top positioning, followed by Energy & Stamina. 
Gummy offerings may appeal to time-pressed consumers with pill fatigue.
New gummy tech
Sirio Pharma is also developing a line of gummy products using new technology, combining an attractive appearance with scientific design. “The gummy formulations allow different gel-based options, sugar content and overall forms,” explains Baum.
For example, the team has developed a center-filled, plant-based and sugar-free gummy product that promotes relaxation and calm before sleep.
The main active ingredients are GABA and theanine. It also features a complex flavor profile, with peach and oolong tea in the filling and jasmine and lavender in the outer layer.
Mood lifts
This emphasis on mood is a response to stress levels, which Sirio says have sharply increased over the last year.
“For some years already, trends have shown that consumers feel more stressed. During the COVID-19 pandemic, surveys indicated a further boost for the demand of such supplements,” notes Baum.
Indeed, 44 percent of global respondents to Innova Market Insights’ 2020 consumer survey said that they had taken steps to increase their mental and emotional well-being.
Industry launches in this space have also been proliferating, with recent examples including Toodaloo’s adaptogenic trail mixes, Nature’s Bounty Curated Combinations line and NatureBox’s adaptogenic snacks.
By Katherine Durrell
