Creation of stress / sleep synergy food supplements
High stress interferes with sleep, and disturbed sleep exacerbates stress. While this is a vicious cycle for consumers, it is a combination that could provide some white space for supplement manufacturers. A variety of stress / sleep aid formulations are available in the market, but other innovative products offering a unique solution can still make their mark. SKUs that address other areas of concern, such as immune or eye health, benefit from even broader positioning. The following GPCs provide an overview of innovative ingredients and delivery formats already available in retail.
Candy-led, candy-led supplements are an area of increasing interest and demand among consumers. An example of a candy-like supplement is Mybite, which is reminiscent of a bite-sized Snickers. Kate Jones, President of Mybite, explained that the company uses a patented production process to aerate and coat each bite. This leads to “chewy” pieces and preserves the effectiveness of the active ingredients better than other confectionery supplements on the market.
Zero Stress Citrus Flavor Bites contain chamomile, L-theanine, passionflower, lemon balm and valerian extract. Jones explained, “Immune health is a priority for everyone this year and can be a source of anxiety for many. Knowing this, we added vitamins C, D and elderberry which boost the immune system to complete the new formula. This is compatible with Mybite Sweet Zzzz Sleep, which contains melatonin and L-theanine for their relaxing and sleeping qualities.
Supplements “shots” are on the rise, and So Good So You Sleep Shot by So Good So You was only released last year. According to Rita Katona, co-founder and chair of the board, the So Good So You Sleep Shot is designed to speed up falling asleep and contains powder of California poppy flower, lavender and butterfly pea in a mixture of juice. honeydew and pineapple.
Ingredients that relax, calm and promote better sleep, along with solid science and a suitable delivery format for the target audience have a bright future. Product positioning can also play a role.
Ophthalmologist Kaushal Kulkarni, MD, founder of Eyetamins, explained that one of the most important modern sleep thieves is excessive screen time, i.e. exposure to blue light, especially before bedtime. “Eyetamins blend of lutein and zeaxanthin, which are natural blue light filters that work in the retina to lessen the effect of excessive screen time,” he said (Nutrients. 2018; 10: 842).
Another interesting product, Rest from Mantra Labs, combines magnesium, melatonin, PharmaGABA, Suntheanine, passionflower and lemon balm. The powder can be mixed with water (cold or hot for a tea), in a lemon-chamomile flavor.
One of the most interesting categories among consumers has been the rise of products dealing with the endocannabinoid system, primarily CBD products.
Tom Siciliano, President and CEO of Elixinol Americas, explained: “Because CBD oil works with the body’s endocannabinoid system, which is responsible for regulating balance and homeostasis, it may play a role in restoring sleep. CBD activates two main categories of receptors in the body – CB1 and CB2 – which aid in the release of neurotransmitters, feelings of pleasure, focus, memory, and pain tolerance (iScience. 2020; 23: 101301). “
Elixinol Americas recently launched a line of functional CBD capsules, two of which deal specifically with stress and sleep. Anti-stress capsules Combine CBD with ashwagandha, and Elixinol Good Night CBD capsules combine CBD with plant-derived melatonin. Elixinol uses full spectrum hemp oil rich in CBD, as well as a range of complementary components found in hemp, Siciliano argued.
Study results suggest that the stress-reducing properties of CBD may alleviate sleep disturbances (Perm J. 2019; 23: 18-041). In the one-month study, more than half of participants taking CBD saw improved sleep. Anxiety scores decreased during the first month in 57 participants (79.2%) and remained lower for the duration of the study. Sleep scores improved during the first month in 48 subjects (66.7%) but fluctuated over time.
To read this deep dive in its entirety, check out “Awaken to a New Sleep / Stress Care Market. “
Lisa Schofield is a seasoned writer and editor who began interviewing rock stars for national music magazines. She now writes and edits content for B2B media and suppliers to the natural health products industry. She was a writer for Vitamin Retailer and Nutrition Industry Executive, and before that as an associate editor for Whole Foods.