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Support For The Stressed

by Rajiv Leventhal | July 1, 2011

THere is no denying that stress is all around us. The National Health Interview Survey found that 75 percent of the general population experiences at least “some stress” every two weeks, and half of those people experience moderate or high levels of stress during the same period. And according to the World Health Organization, stress is America’s No.1 health problem.

Additionally, the U.S. Centers for Disease Control and Prevention estimated that stress costs U.S. industry more than $300 billion annually because of the lost hours due to absenteeism,reduced productivity and workers’ compensation Claims, which many refer to as an “economic catastrophe.” Further, the American Psychological Association states that stress is linked to the six leading causes of death: heart disease, cancer, lung ailments, accidents, cirrhosis of the liver and suicide.

Our modern lifestyles are rife with potentially stress-inducing activities including excessive multitasking, meals in front of computers and, for many, financial and work related circumstances, said Julie Dennis, National Science Educator at Source Naturals®/Planetary® Herbals (Scotts Valley, CA). “Stress disrupts nearly every system in your body. It can trigger free-radical attack, adrenal depletion Suppress immune response and sleep disorders. It can even rewire the brain, leaving you more vulnerable to depression.”

Whether it’s daily stressors, such as traffic jams or constantly growing “todo” lists, or more life-shaping stressful events, like finances or illness, stress is a fact of life, added Curt Finckler, marketing director of Nelson, Bach Original Flower Remedies and the RESCUE brand of products (North Andover, MA). “It’s how we manage the stress that determines the toll that stress takes on our lives. Many techniques, including breathing exercises, physical exercise and meditation can help us deal with stress and its impact.”

A Growing Market

Since stress affects so many people, consumer demand has continued to increase. According to bevnet.com, “the relaxation category is still in its infancy.” Therefore, the market for stress relief solutions is simply at the tip of the iceberg, said Leslie Barber, cofounder of Nutrabella (San Mateo, CA). In a New York Times article “Skip the Scotch, Just Have a Swig of Mellowberry,” published on July 2, 2010, research company IBISWorld predicted that the stress relief industry is expected to generate $500 million in sales revenue this year, which is a yearover- year increase of about 327 percent. “We believe this category could be a $3 to $4 billion business,” said Barber.

Sales are up, just like sales of prescription medications for depression and anxiety are up, added Dr. Chris D. Meletis, director of science and research at Trace Minerals Research (Ogden, UT). “Turn on the news, look at the foreclosure signs in one’s neighborhood, talk to friends and family that have just lost their jobs or have been on the unemployment rolls for a while—there is no question the need for these products is high and will continue to skyrocket. The market demand is high, so high quality and affordable ways to support management of stress is going to keep on growing. Simple supply and demand.”

The market will continue to grow, With co-pays now competing with filling ones vehicle to actually go to work; the term and concept of alternative has just broadened, Meletis added. “People that used to go purely pharmaceutical either can’t afford to, or they no longer have the ability to afford insurance due to increasing premiums, high deductibles or lack of employment. This is generating new converts to natural medicine.”

Stressed Out Consumers

There really is no single group that stress and anxiety relief products appeal to. In fact, the target group is really everyone, said Sunil Kohli, COO of Health Plus Inc. (Chino, CA). “Teens feel enormous pressure to fit in, to do well in school [and] to make their parents happy. With the exception of those involved in sports, teens are not exercising as much as previous generations. Exercise and activity for teens help keep anxiety at bay by reducing tension and stress,” he said. “Meanwhile, adult men and women also have many worries in an economy that is one of the worst ever experienced. Add an increasing number of weather-related hardships in every part of the country, and people’s ‘nerves’ are so highly strung, that they feel they can snap at any time.”

According to Dani Segal, co-owner of Healthy Thymes Market (Vernon, NJ), her store sees a lot of young families, especially women, who are raising young children, as well as many women in their 40s and older going through “hormonal rollercoaster” stress, adding that she has noticed an increase in requests from many customers asking how to relieve their stress and anxiety symptoms and sleep issues, especially since September 11, as well as the economic downturn starting a few years Ago. Also, many people have a strong desire to not use pharmaceuticals or are trying to get off of their medications and have been wondering what other choices may be available for them, Segal said.

Retailer Tom Poppino, owner of The Natural Marketplace (Charlotte, NC), agreed that his store sees more female shoppers, by about a 3:1 ratio to male shoppers. Poppino added that stress and anxiety relief products are growing into such an important category that his store has a separate section for stress, anxiety, sleep and panic disorder products.

Certainly, regardless of gender or age, it seems like everyone is stressed these days and for so many reasons. “Changes in income, housing, insurance and government, plus natural disasters and simply daily living with all its various demands, are taking a toll on most people,” said Dennis. “Taking vitamins or herbal supplements is a wonderful step toward supporting the body from the negative effects of stress and anxiety.”

Products

Undoubtedly, there is no shortage of stress and anxiety relief supplements on the market. Customers want an alternative to medications; they want products they can use without everyday risk, said Poppino, adding that safety is of utmost importance to the consumer. “Our industry has a great safety record. We want to keep it that way, and in the area of calming and anxiety, [precaution] must be taken on how to use, when to use, how much to use, etc.,” he said. “It’s scary that a customer can go [on] the internet and buy any of these not knowing how to use them. Teens [are] taking large doses of kava kava, melatonin, etc., and it’s a real bad idea.”

Stress X and Stress X Magnesium from Trace Minerals Research are two formats consumers can choose from in the natural products industry, said Meletis. The Stress X tablet format delivers a broad adaptogenic approach to support “adapting” to stress. “If you can’t avoid stress, supporting the body to adapt to tolerating it to the best of one’s ability is essential,” he said, adding that Stress X Magnesium delivers A rapid format for absorption of magnesium and trace minerals. “I routinely use magnesium in my practice for stress support, tight muscles and support for the biochemistry of energy pathways.”

Overall, in the dietary supplement market, consumers are still heavily seeking out products that address immediate feelings and those with longer-term support, added Kohli. In Health Plus’ Targeted Body Cleanse program, Adrenal Cleanse is a huge seller, he said. Adrenal Cleanse is formulated to improve and promote normal adrenal gland activity. Each key ingredient in the specific amounts found in Adrenal Cleanse has been shown to directly or indirectly support the structure and function of the adrenal glands, thereby gently cleansing and restoring them. It features vitamin C (Ester-C® Mineral Blend), amla extract, Ashwaganda extract, astragalus root and many other stress-reducing ingredients.

Julie Dennis offered that because stress can affect so many body systems, it is best to address it thoroughly. Planetary Herbals uses a comprehensive, multi-targeted approach to bring balance to interrelated body systems important to managing stress and anxiety, Dennis said. One of these products, Stress Free™, helps people who want to reduce the occasional bouts of anxiety and sleeplessness that we all experience. “Stress Free combines some of the most renowned botanicals from Chinese and Western herbalism to support relaxation and positive adrenal function,” she explained. “Stress Free provides a unique combination of anxiety-relieving calmatives nervines to nourish the nervous system and tonifiers that support healthy adrenal function.

In addition to Stress Free, Planetary Herbals also offers ashwagandha and holy basil, which retailer Segal said her store sells a lot of, in addition to L-theanine, magnesium, sublingual B complex Vitamins, probiotics, sleep support supplements, as well as many homeopathic remedies, as they enter the system quickly and do not have the counterindications with medications that some other supplements may have. “I try to connect people’s diets with their body’s stress symptoms and talk to them about their caffeine/coffee drinking. I suggest a roasted dandelion root tea with green tea to replace their many cups of daily coffee and explain the adrenal impact the coffee has on them. Many of my clients love the switch off of coffee and see an immediate change in the way they are able to focus and deal with their stresses better,” said Segal.

Overcoming Challenges

There are several challenges a manufacturer can potentially face when formulating stress and anxiety relief products; understanding what the consumer wants and providing them with those solutions is not easy. According to Natalie Raymer, director of marketing for VÄXA (Tampa, FL), the biggest hurdle is simply to determine what side of stress equation you wish to address. “For example, are we dealing with the initial causality of stress, such as perception, or are we dealing with the aftermath responses? Also, are we addressing emotional or physical issues or both?”

Once you have identified the angle, the next challenge is evaluating the ingredients you have to choose from, continued Raymer. Here the question becomes one of efficacy, the goal of which is to produce the desired effect without having to take exorbitant amounts.

During this step, a manufacturer wants to make note of any ingredients which could do more harm than good. “To be clear, I am not necessarily referring to physical but rather action, which is counter productive to my intentions,” she added. “For example, if I put too much of a particular ingredient in the formula it may indeed reduce stress levels, but also have the effect of making you drowsy or putting you to sleep; something I may not want to happen.”

Another important consideration is interactions, said Raymer. “Will ingredient A enhance or decrease the effect of ingredient B? By taking this formula, will People on pharmaceutical medications need to take certain precautions, etc? Ultimately, if you can get past the ‘who, what and why,’ the ‘how’ becomes much easier.”

Trends

As trendy as energy drinks have become, it seems as if anti-energy drinks have nearly caught up in popularity. According to the New York Times article referenced earlier, IBISWorld said that there are already more than 350 kinds of relaxation drinks on the market. “We have seen a lot of shots and liquids launch over the last year or so,” said Nutrabella’s Barber, “However, many of these items are targeted at the male [aged] 18-35 market. NutraBella, though, caters to women and we are creating products that women want—portable drink mixes; delicious, relaxing chocolates and more.”

Further, according to market researcher SPINS’ 2011 Trendwatch, drinks aimed at reducing stress and promoting relaxation are now taking hold, particularly in the areas of functional beverages, ready-to-drink teas and drink mixes. Consumers seem to be drawn to these beverages for a variety Of reasons, including as a healthier alternative to alcohol and a means of shedding some of that stress from hectic lifestyles.

Liquids, though, aren’t the only delivery format that’s convenient for stressed out consumers. “Understandably, we’re seeing an increase in demand for stress relief supplements that are convenient,” said Bach Remedies’ Finckler. “As we all know, stress finds us at the most inconvenient times. As such, our Rescue Gum is perfect for the onthe- go stress relief. Ideal for any stressful situation, each piece of liquid-centered Rescue Gum contains a dose of Rescue Remedy. Whether you’re in a stressful budget meeting or in that mile-long traffic jam, you can chew your stress away.”

Additionally, many customers enjoy the sublingual homeopathic remedy, as it is portable and can be popped under their tongue when needed for quick anxiety relief, depending, of course, on how severe their challenges Are, added retailer Segal. “We do sell a lot of magnesium in a powdered form to add to water. We also notice that our customers are enjoying aromatherapy products more than ever to help them feel relaxed and sleep better,” Segal said. “We sell a lot of nebulizers and organic essential oils, and I even have sold a few to doctors who have put them in their waiting rooms for their patients to feel more relaxed.”

Whatever the format consumers are choosing, across the board, people are turning more to natural remedies because they offer a cost affective, gentle way to support health and vitality. Consumers are seeking gentler, yet effective solutions to healthy stress management. “The truth is that life is stressful at times. It’s how we manage it that makes a huge difference in health and well-being,” said Health Plus’s Kohli. “Many of the pharmaceuticals have Highly annoying side effects that just lower the quality of daily life. The industry has some outstanding supplements out there to deal with the more immediate sensations of anxiety and stress.”

The conventional approach to dealing with stress has been pharmaceuticals, added Roy Upton, herbalist and general manager with Planetary Herbals. “The natural approach is to nurture, nourish, strengthen the nervous system and adrenals and fortify the systems to deal with stress in a healthy way.”

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