A variety of natural options are available to address modern stress alerts.

If you want to see no hands raised in a crowded room, simply ask, “Who is NOT stressed or anxious?” Stress and anxiety are like conjoined twins—they just go together and if you have one today, you likely will have the other. Stress causes mild to moderate anxiety (up to a full-blown panic attack in some people and in some situations), while anxiety in and of itself is stressful and will exacerbate existing stress.

Seems like we just can’t win. But to help customers on their last nerves, it’s helpful to understand what’s going on with us today that is causing elevated stress and anxiety.

According to a 2017 American Psychological Association report, although stress levels for Americans remained similar to 2016 statistics, respondents said they were feeling the effects of stress more so than in 2016. Examples included: 45 percent had insomnia/poor sleep (up 5 percent from previous year) and 75 percent experienced at least one symptom of stress in the last month (up 4 percent from previous year).

“Staying on top of the news also causes stress for 56 percent of those surveyed. Additional information revealed women tend to be more stressed than men,” reported Susan M. Piergeorge, MS, RD, LDN, nutrition education manager, Natural Vitality. “Millennials continue to have higher reported stress levels.”

Penny Eubanks, an original owner of Raleigh, NC-based Harmony Farms, sees a distinctive difference in the stress of yesterday versus today’s stress. “I’ve been in retail for 40 years, since my 20s, and there was a different type of stress then—it was from working too hard and parenting kids, mostly. Today, it’s mostly electronic stress, so much stuff coming at us, multiple stimuli. It’s a pervasive, deeper stress affecting mind, spirit and body and causing common anxiety,” she related.

In 2019, stress and anxiety are at “an all-time high,” described Frank King, ND, founder and president of King Bio, North Carolina. In his viewpoint, this is due to greater intensity of global issues, perceived divisiveness within America, social media tensions, poor diets from fast-paced lifestyles, and sensory overload. This is also compounded the burden of environmental toxins and EMFs (eletric and magnetic fields).

And, although you hear about “good stress,” such as that which is generated by positive but scary experiences (starting a new job, getting engaged, buying a new home)—stress is stress. King noted that it’s chronic stress, however, that your customers need to be concerned about as it “is linked to almost every acute and chronic ailment. Chronic stress burns up your neurotransmitters.”

Darrin Starkey, ND, manager of education and training with Utah-based Trace Minerals, said he believes that stress is one of the most overlooked, undiagnosed health conditions society faces today. There are so many variables in life today that can cause stress. “It’s not called the silent killer for nothing,” he commented.

Among the factors Starkey pointed to are dehydration, some medications, relationships and parenting, and situations such as college and work, along with keeping up with social media.

“These stress factors all contribute to a response within the body that is similar to that of flushing a toilet on our internal mineral balance,” he described. If those minerals are not replaced the body begins to deplete its stores from cells, tissues, organs and bones. “This depletion of our internal storage causes us to become nervous, anxious, fatigued, burnt out,” he added.

Carly Stein, founder & CEO, Beekeeper’s Naturals (Canada) observed that stress is so prominent and common today because “It has somehow become a badge of honor to overwork ourselves, and it’s burning us out. Not only is tech making us more and more connected to our stresses, but most of us aren’t prioritizing self care, meditation, alone time, or even practicing hobbies that make us happy. We simply aren’t getting the opportunity to truly unwind—which means we’re living in these perpetual fight or flight states.”

We live in a world of growing complexity and stimulation, pointed out Neil E. Levin, CCN, DANLA, senior nutrition education manager at Illinois-based NOW. Personal devices (smartphones, etc.) demand constant attention and responsiveness. “Our fast-paced world is more urban and crowded than ever,” he emphasized. The instant availability and growing number of news sites and social media tends to sensationalize political strife, crime, and other concerns, raising fear levels. And we watch screens late into the night, depriving the brain and gut from the darkness needed to promote the synthesis of melatonin to help us sleep and restore, he added.

“Chronic and acute stress and anxiety has been shown to affect our hormones, sleep, immune system, digestive system, cardiovascular health, blood sugar balance just to name a few,” noted Marita Schauch, ND, health educator on behalf of Natural Factors (Washington). For example, she noted, chronic stress will raise cortisol levels which in turn can deplete natural serotonin and melatonin levels, resulting in disrupted sleep and mood.

Chronic and acute stress are the driving force behind illness, said Sara Pluta, educator for California-based Emerald Health Bioceuticals, who explained that chronic stress has been shown to create long-term changes in the structure and function of the brain, contributing to mental health issues like depression, anxiety, insomnia and an inability to concentrate. If that weren’t enough, she stated, chronic stress has also been shown to slow metabolism and increase cravings. “Chronic stress can disrupt your ability to digest and assimilate nutrients from your food properly, leading to malnutrition and micronutrient deficiencies. Plus, chronic stress shortens telomere length and literally accelerates aging and shortens lifespan.”

Meanwhile, said Pluta, acute stress is a leading cause of autoimmune conditions later in life. For instance, she offered, stress impacts the thyroid which may lead to autoimmune thyroid problems and thyroid resistance. Acute stress causes the body to produce excess cortisol that, through time and unabated, creates adrenal fatigue and exhaustion.

According to Robin Rogosin, vice president of product development for LifeSeasons of Texas, both stress and anxiety can lead to poor eating habits and sleeplessness that may result in inflammation and may undermine the immune system. “Stress-related illnesses include memory loss, chronic fatigue syndrome, and heart disease, but chronic stress also undermines health in many ways that we’re just beginning to understand,” she said.

Stein added to the list of stress-induced woes: “Our blood sugar levels become less balanced, leading us to crave more junk foods. Sex hormones get totally thrown for a loop, interfering with libido and fertility. And, of course, there’s depression, which pervades every facet of well-being.”

Eubanks said she believes a whole-person approach and taking time with customers is the key to unlocking stress and building resistance to stress. “We like to address the whole body. We ask the person what is going in his or her life without getting too personal. Asking why someone is stressed is important to tailor the proper products and perhaps some foods for them, as well. When you start listening to the customer you can reveal layers of things going on causing the stress and we tell them we are on the journey with them. It is not as simple as just telling them to take this ashwaghanda or that rhodiola, even though these herbs are effective for stress management.”

Eubanks recommends King Bio’s line of homeopathic remedies that she described as “very distinctive and highly symptom oriented. There’s Stress Control, and remedies for anxiety, adrenal stress and nervousness. She said she also likes Source Naturals’ Theanine Supreme.

Product Offerings

Addressing stress and its diabolical twin, anxiety, is a two-step process: nutritional supplementation and natural remedies. Both work harmoniously in cases where so many people want to relax, let go, and lower stress tension.

Adaptogenic herbs are effective at helping the body to reset, especially in times of stress.

Cheryl Myers, chief of scientific affairs and education with Wisconsin-based EuroPharma, strongly recommended adaptogens, which she said are often positioned for stress relief—they help build resilience in the face of stress.

“The result may be similar depending on the person, but I would put it like this: if your customer is nervous before a presentation, getting on a plane, or simply have a lot of daily anxiety, supplements that support the endocannabinoid system are probably his or her best bet,” she advised. “Conversely, if the customer has a busy day and requires focused, but levelheaded, energy to get through it, adaptogens are a better bet.”

Adaptra is EuroPharma’s primary adaptogen supplement that combines clinically studied ashwagandha and rhodiola to help a person adapt to stressful conditions rather than feel drained by them, Myers explained. Ashwagandha has shown potent stress and cortisol-reducing capabilities, decreasing anxiety (and its attendant insomnia) by 69 percent, reducing severe depression symptoms by 79 percent, and decreasing social dysfunction by 68 percent, she reported.

Myers added that clinical research on rhodiola (Rhodiola rosea) has shown significant results for enhancing concentration and physical stamina. One clinical study focusing on fatigue associated with night duty for young physicians, showed an improvement for total mental performance. Another study of college students found that the rhodiola group saw improvements in mental fatigue, overall fitness and well-being, and even higher final exam grades.

According to Schauch, one of Natural Factors’ popular supplements, WomenSense AdrenaSense, is a formula she has used in her practice for more than a decade “with excellent results.” It contains a combination of the adaptogenic herbs rhodiola, suma, eleuthero, schisandra and ashwagandha. “Research has shown each herb to improve mental and physical endurance against stress and modulate cortisol levels for adapting to stress in a stronger and more improved way,” she commented.

LifeSeasons Adrenal-T is, described Rogosin, “an everyday first line of support for stress and anxiety.” It contains the adaptogens rhodiola, holy basil, schisandra and ashwagandha, and includes vitamins B6 & B12, which are key co-factors that support nervous system health. Adrenal-T is helpful for busy, on-the-go people who may have difficulty managing stress.

LifeSeasons’ Anxie-T is for a higher level of stress support with L-theanine, ashwagandha, GABA, kava kava, cocoa seed extract and theobromine. According to Rogosin, these ingredients help promote a physical and mental state of relaxation, while helping maintain alertness and a healthy mood. “Anxie-T is helpful for customers who recognize they need extra support for their stress management. Kava kava and ashwagandha work with the body’s natural GABA systems to help modulate stress,” she said.

And because stress and anxiety often go hand-in-hand with depression, LifeSeasons’ companion product, Mood Stabili-T, can help with emotional and mood balancing, she added. Its key ingredients include saffron, ginkgo, rhodiola, L-theanine and vitamin D3 to help balance and lift mood. Clinical trials have shown saffron to be helpful as a mood elevator, due to its “serotonergic, antioxidant, anti-inflammatory, neuro-endocrine and neuroprotective effects,” said Rogosin.

Another botanical that is all the rage—because so many people who use it are thrilled with the effects—is CBD. “As CBD gains popularity and momentum, the research and awareness on the importance of endocannabinoid health grows every day. It is now well established that the endocannabinoid system (ECS) is an integral part of human health,” Pluta explained.

Emerald Health Bioceuticals proprietary cannabis-free PhytoCann Complex is the foundation of the line of products, “to provide a full-spectrum holistic approach to encourage the optimal functioning of the ECS,” she described. Each product combines herbs with the PhytoCann Complex to create condition-specific formulas. For example, ENDO CALM blends ashwagandha and PharmaGaba with PhytoCann Complex to support the body’s response to stress and anxiety. Pluta reported that Emerald Health Bioceuticals is currently in phase 2 of a study on its PhytoCann Complex.

Beekeeper’s Naturals, said Stein, created B.Chill Hemp Honey, which blends raw enzymatic honey with MCT oil and high-potency hemp oil to create “a tasty, powerful, and highly bioavailable way to ease day-to-day stress,” she noted. “Alongside the natural stress-crushing properties of CBDs and other hemp compounds, raw honey also works to relax the brain by supporting the production of relaxation hormones serotonin and melatonin. This combination is ideal for taking the edge off a stressful day or helping encourage quality sleep when it comes to hitting the pillow. It’s great by the spoonful, but it is also the perfect way to upgrade the calming properties for your cup of herbal tea.”

EuroPharma’s AnxioCalm, said Meyers, is targeted for anxiety, whether that’s the kind someone feels before a presentation at work, or the generalized daily kind. It features a clinically studied, specialized extract of Echinacea angustifolia, and was developed in Hungary. “The researchers there recognized that various species of echinacea contained plant compounds called alkamides that have the potential to support the endocannabinoid system much like phytocannabinoids from hemp,” she reported. “One of their tested echinacea samples had the best alkamide profile and was therefore used as the basis of AnxioCalm. In initial laboratory testing, it was found to be the most effective—even matching chlordiazepoxide (Librium) for results, but without any of the side effects.”

In clinical research, AnxioCalm shows fast results. A study published in Phytotherapy Research including women and men with anxiety (average age, 41 years) were assessed using the State-Trait Anxiety Inventory (STAI). Participants were scheduled to use this specialized echinacea extract for one week and evaluate their anxiety before, during and after using the product. But in just three days, anxiety levels were significantly lower in both state and trait categories. Plus, the effects remained stable for the duration of the clinical trial and even for two weeks following supplementation, Myers reported.

Homeopathy can help relieve physical tension and stress. For example, King Bio’s Dr. King’s Stress Control is a comprehensive homeopathic stress formula. “With 24 active ingredients, including the LM potencies, it spans the largest possible therapeutic bandwidth,” King explained. In addition, this formula includes the five flowers in Rescue Remedy, yet in homeopathic and higher potencies. Stress Control can legally make these broad-spectrum claims: Temporarily relieves symptoms due to mental, emotional or physical stress; nervous tension, body aches, restlessness, irritability, oversensitivity, sleeplessness, melancholy and fatigue.

For a nutritional approach, minerals such as magnesium will help provide balance and resistance. “Evidence reveals that Americans continue to consume less than recommended intake of dietary magnesium. Research has shown that magnesium plays a vital role in health maintenance. Magnesium supplementation helps to restore healthy magnesium levels,” said Piergeorge.

Natural Vitality’s CALM is offered in a variety of flavors and formulations. These include powders, which come in unflavored, Raspberry Lemon, Orange, Cherry and Lemon, Natural Vitality CALM Plus Calcium, as well as Raspberry Lemon Gummy. Natural Vitality’s CALM Specifics line includes CALMful Gut, CALMful Sleep, CALM Kids and CALMful Muscles.

According to Starkey, Trace Minerals has the top-selling liquid magnesium supplement in the natural channel as per SPINS data. “We offer many options with our magnesium: liquid, tablet, powder and an effervescent. Stress-X which has been on the market for about 30 years. This product beats stress in four ways: Relax, Adapt, Replace and Nourish,” he described.

NOW Cal-Mag Stress Formula combines calcium, magnesium, vitamin C and B vitamins, which aid in the production of energy. Vitamin C, in addition to its function as an antioxidant, helps to support a normal adrenal response, Levin noted.

Along with several single herbs and vitamins for stress support, NOW offers both Relora as a stand-alone product and Super Cortisol Support with Relora as a formula. NOW Super Cortisol Support is a botanical and nutritional blend formulated to naturally support a healthy adrenal stress response, according to Levin. “The adrenal glands help the body respond and adjust to physical, mental, and emotional stressors through the production of cortisol. When stress becomes a part of everyday life, cortisol and blood sugar, and consequently appetite and body weight, may become difficult to manage,” he explained.

It’s fair to believe that most if not all your customers across all age groups would like a solution to lessen stress and/or anxiety. Myers suggested that retailers may want to partner with a local natural practitioner or dietitian to discuss dietary interventions that help reduce stress—with free food samples. Provide counter displays of supplements with educational literature that introduce customers to options they might not have considered before.

Pluta suggested that if your store has an on-site massage chair, solutions for stress support can be displayed in the massage area.

“I think it’s difficult to tell consumers or patients to just remove themselves from the stress,” opined Schauch. “There are many unique scenarios where stress is just part of life, but what we can do is explain to consumers that we can help their bodies become more resilient and stronger so that they can combat stress better and adapt better. Perceive stress in a better and more positive way; learn and grow from it.” VR

For More Information:

Beekeeper’s Naturals, www.beekeepersnaturals.com
Emerald Health Bioceuticals, www.emeraldhealthbio.com
EuroPharma, www.europharmausa.com
King Bio, www.drkings.com
LifeSeasons, www.lifeseasons.com
Natural Factors, www.naturalfactors.com
NOW Foods, www.nowfoods.com
Trace Minerals, www.traceminerals.com

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