It’s getting much more difficult for Americans to relax and attain a sound night’s sleep. But this is where retailers can step in and customize a natural protocol to restore the snore.
It’s OK to say “no” to work-related emails, texts and phone calls at night. This permission was the subject of a news story on a New Jersey radio station report.
And that’s where we’ve come to. The inability to relax and wind down, then fall asleep, has become the norm among American adults (and even more teens). And the continued use of digital communication is just one reason. Sleep experts note that the blue light emanating from electronic devices disrupts the natural circadian rhythms and can prohibit or complicate sleep onset, yet many people have the TV on, or are scrolling through or texting on their phones while in bed to fall asleep. And when many awaken in the middle of the night, they turn to the phone, pad or TV instead of tossing and turning.
“Add to this the fact that people are working harder to make ends meet, and stress is constantly increasing, making it difficult to get restful sleep and causing us to toss and turn at night,” observed Will Christensen, president, RidgeCrest Herbals of Utah, who added that approximately 60 million Americans deal with sleep issues each year. Other causes of impaired sleep, he said, include physical or emotional stress and discomfort, environmental factors such as noise and weather, unfamiliar surroundings (hotel), and irregular sleep schedules.
A recent Consumer Reports survey of 4,000-plus U.S. adults found that 28 percent had too little sleep and 68 percent of an estimated 164 million Americans have struggled with sleep issues, cited Judy K. Gray, CEO, North American Herb & Spice, Illinois. The American population in general is feeling more stress, depression and anxiety, which is contributing to a lack of restful night’s sleep, especially for Millennials, she observed. And this is evident on store shelves: “Where once the sleep section in a health food store had a very limited product selection that was primarily dominated by melatonin supplements, now there are more herbal choices for consumers to choose form to find a restful sleep. It has become one of the fastest-growing categories in the health food industry.”
In agreement is Miles Sarill, national educator, CV Sciences in California, who noted that although melatonin is the “prototypical sleep supplement,” he is presently seeing the increased use of and consumer demand for many traditional Chinese and Indian tonic herbs to support healthy sleep function. And although these herbs have been used for thousands of years (which resonates increasingly with consumers), he noted, their incorporation alongside other nutraceutical ingredients is a more popularized approach.
Another factor he observed that is newer within sleep and relaxation support categories is the recognition that it’s all not the same issue. “Herbal supplements with different sets of ingredients are now found to support those who need help getting to sleep versus those who wake up in the middle of the night,” he clarified. “Importantly, hemp-derived CBD extracts are becoming increasingly available for use as a relaxation supporting dietary supplement.”
In the viewpoint of Danielle Hedquist, marketing coordinator, White Egret, Utah, there have been many products available in this category in our industry for years, but as the demand grows, so do the options. “So not only are we selling more, we are seeing growth in product offerings as well,” she commented.
Retailer Penny Eubanks, an original owner of Raleigh, NC-based Harmony Farms (owned now by Steve and Nancy Long) said she has noticed that “it appears that everyone in general, all the time has sleeping problems. Women more so than men tend to open up about not sleeping well, for various reasons. Those young moms with babies obviously don’t sleep well and it’s important, especially if they are breastfeeding not to take certain herbs.
Demand is growing because despite the knowledge and the widespread availability of healthier foods and tools to relax, people are still flummoxed and perhaps not addressing deeper seated issues. Said Gray, “Depending upon the age of the individual most concerns revolve around money and relationships, their job, their family, retirement, medical issues, debt obligations and how to deal with a changing society.”
Stress—it’s a part of life. And, it’s an obvious slumber thief. Hedquist agreed with Gray, adding that it is now common to shoulder numerous weighty responsibilities. This is exacerbated by pressure to constantly perform and reach perfection.
Indeed, observed Sarill, emotional and social weights are heavier than ever for people of all ages. “We are constantly bombarded by emotional and mental disturbances in the form of advertisements, world news and politics, often delivered in a digital format,” he stated. “Technology may have made certain tasks easier, and through social media, people are more connected than ever, but as we strive toward painting a picture-perfect existence online,” the resulting stress keeps slumber at bay.
And sadly, it’s not just adults who can’t seem to ensnare a sound night’s sleep. Even “healthy” children are not sleeping well, as they too feel more pressure than ever. It is possible this may be due to several different reasons, sources emphasized—the digital overload, and overexposure to the blue light frequencies from common electronic devices which has been shown to dramatically inhibit melatonin production in the pineal gland, disrupting circadian rhythms.
Certain dietary deficiencies can exacerbate sleep issues; magnesium is a key mineral that is known to support healthy sleep and physical relaxation. “Unfortunately, due to depleted soils and over processing of foods, Americans are becoming increasingly deficient in magnesium and other key minerals,” Sarill explained. For example, glyphosate (such as that in the common herbicide Roundup), which has been found in many common foods, has been shown to disrupt mineral absorption as well as the gut microbiota. Imbalances within the microbiome have been shown to generate anxiety and depression in experimental models of exposure.
The Melatonin Factor
There is little doubt that many customers are asking about melatonin when they are new to the category and are seeking sleep support. “Melatonin” is the first natural supplement that typically comes to mind. This is largely because melatonin is now appearing in numerous OTC products by pharma companies, eg new Alka-Seltzer PM with melatonin. However, pointed out Gray, melatonin is a circadian rhythm regulator and not a sleep initiator. Consumers should be aware that melatonin works to regulate the body’s internal clock that signals when it’s time to fall asleep, but it does not produce sleep drive or the need to sleep.
She warned, “Melatonin supplements should be viewed as a form of hormone therapy, which may induce detrimental effects if not used carefully.” According to Johns Hopkins University research, melatonin supplements should not be taken by customers who have high blood pressure, diabetes, autoimmune disorders or depression.
Christensen added that melatonin, for some people, can create extremely vivid, surreal and strange dreams, and induce morning-after grogginess, memory loss, and even sleepwalking. Further, he noted, melatonin regularly may disrupt natural hormone production, leading to imbalances that may keep the restless cycle going.
“Melatonin is a better option than pharmaceuticals,” he underscored, “but there are even better options out there. Because it is a hormone, you are reducing your body’s need to create melatonin naturally, and that can slowly exacerbate the problem. It has its place, but people trying to get better rest should look to herbal remedies and things that will help add to their body, not take away from it.”
Melatonin will be recommended at Harmony Farms “only if they need it,” Eubanks reported. “I have found from customer feedback that just 1 mg works much better than the higher doses, like 10 mg or 15 mg, often recommended by doctors. I personally like Symphony Natural Health’s melatonin, at 0.3 mg, and it is plant-derived.”
According to Sarill, beyond from the fact that melatonin is presently being researched for digestive health, there is a time and place for nighttime versions of products. For certain herbal dietary ingredients such as turmeric, combining it with nervine relaxation herbs may successfully be combined to make a “Pain PM” type of formula. Part of the challenge in creating these formulas is combining dietary ingredients into a minimal number of capsules while still maintaining a minimum effective dosage. “Sprinkling a little bit of a ‘sleepy time herb’ into a supplement and calling it a ‘PM formula’ may not be clinically efficacious in terms of consumed dose,” he commented.
It is important to note that there is a role for hemp-derived CBD at any time of day. Many users report dose-dependent differential effects, such that low doses may be used to control stress during the day, without somnolence. At nighttime, when such effects are desired, higher doses are often used.
Suit Your Shelves
As mentioned, there are more products available than ever to help customers achieve better quality, more regular sleep patterns. Botanical blends are gaining interest among consumers, so brand marketers are providing safe and effective formulas to help the body ease up tension and bring on sleep.
North American Herb & Spice’s Hempanol PM’s nighttime formula in both liquid and capsules is “the ideal formula,” Gray expressed. It contains CO2 extracted organic hemp stalk, plus CO2 extracts of aromatic New Zealand hops and chamomile along with oil of cinnamon and CO2 wild oregano extract. Melatonin-free Hempanol PM, she described, is formulated to reduce barriers to restful sleep by: reducing anxiety and pain, supporting optimal nerve and brain health, and creating an elevated state of calm and relaxation.
Ridgecrest Herbals’ DreamOn Zen is, according to Christensen, “natural, gentle, and effective. It includes herbs to help you fall asleep, stay asleep longer, and wake in a positive mood, without anything that disrupts your hormones or Kreb’s cycle.”
It blends black cohosh root, German chamomile flower, lemon balm, lupulin (a compound derived from hops flowers), passionflower and valerian root.
California-based Emerald Health Bioceuticals offers non-cannabis phytocannabinoid botanical blends that are formulated to support the endocannabinoid system. Accorading to Sara Pluta, educator for the company, the endocannabinoid system (ECS) plays a central role in maintaining homeostasis. The stronger and more effective the ECS, the better the individual is able to withstand stress and relax, she said.
Emerald Health Bioceuticals’ proprietary PhytoCann Complex is used in the company’s condition-specific formulas, such as ENDO CALM, which blends PhytoCann Complex with the adaptogen ashwagandha and PharmaGaba, which helps support relaxation by managing the body’s response to stress and anxiety that keep people awake.
According to market research performed by the Brightfield Group, as many as 59 percent of hemp CBD customers are using CBD products for anxiety relief. Another 45.8 percent are using it to support their mood associated with depression, and around 32 percent are treating their insomnia with CBD, cited Sarill.
CV Science’s products are formulated not for any specific structure/function category, but instead are intended to capture and contain all the hemp’s unique bioactive compounds, pointed out Sarill. Because the human endocannabinoid system is ubiquitous, using a broad-spectrum CBD-rich hemp extract may support multiple functions in the body including inflammation and pain response, as well as promote healthy sleep and relaxation.
He elaborated that the cannabinoid receptor type 1 (CB1) is one of the most abundant neurotransmitter receptors within the brain. And although CBD is not a direct (“orthosteric“) ligand of CB1, it stimulates the body’s own endocannabinoids including one called “anandamide,” which is a name derived from Sanskrit meaning bliss and joy. “A true broad-spectrum extract deriving phytonutrients from the whole aerial parts of the hemp plant contains much more than just CBD,” he said. “Many other cannabinoids and plant terpenes promote a restful sleep or relaxation response through the ECS, GABA receptors and serotonin receptors. Research demonstrates that the biological diversity of a broad-spectrum hemp extract impacts the body more profoundly than isolated CBD.”
There are still individuals who would rather stay away from CBD, and may feel they would benefit from increasing nutrient consumption. White Egret offers Pure Magnesium Oil and Sensitive Skin Magnesium Oil, as well as its all-new Magnesium Lotion that customers can use topically to “help relax muscles, nourish skin and boost their stores of magnesium, which helps with relaxing, falling asleep and decreasing stress, all-naturally,” said Hedquist.
When in the research and development phase of its product line, Hedquist related, it was clear and exciting to see how beneficial magnesium was to sleep, but the biggest challenge was that the mineral was typically sourced through fracking and other destructive means. The Great Salt Lake offered an abundance of magnesium that includes more than 72 ionic trace minerals as well, “so we decided to source our magnesium from this often-overlooked resource using sustainable and earth-friendly practices,” she added.
At Harmony Farms, Eubanks said she likes to suggest Bach’s Rescue Sleep Remedy and the herb skullcap for those who sometimes deal with racing thoughts that keep them awake. She also likes Oregon’s Wild Harvest’s Namaste and SawLogs, Host Defense’s Stress Decompress, as well as Country Life’s Stress Shield, as stress is a common cause of insomnia.
She added that the most important way to help is to spend time with the customer and ask the right questions about diet, caffeine intake, how late do they use their electronics before turning out the light, what is their bedroom space like, are there any elements that are mentally or physically stimulating. “Sleep issues have a wide variety of causes, so it is important to spend that time to help find the most effective remedy. And it’s often trial and error.”
For millions, the sandman is elusive, but he can be coached out of hiding with healthy lifestyle changes and any of a wide variety of effective natural remedies and supplements. VR
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10 Tips to Improve Sleep Hygiene
Ben Coleman, founder of Sleep & Me, an app he developed to teach people why they aren’t sleeping well and how they can improve their ability to fall and stay asleep, offers several sleep hygiene tips.
“There is a fairly broad base of common sleep wisdom that is based on sound science,” he said. “The simplest approach to a combined sleep improvement strategy doesn’t involve any life-hacking, but simply the broad adoption of these various principles, which taken together are referred to as sleep hygiene. Sleep hygiene education doesn’t necessarily include much education around why these principles work, but focuses on the habits themselves.”
Coleman and his team adopted the following 10 tips from the National Sleep Foundation; from the website www.sleepandme.com:
1.Stick to a sleep schedule … even on the weekends: Your circadian rhythms are difficult to change, but your adenosine system is not. Varying your sleep schedule too much, even for a day, can result in an adenosine system that is disruptively out of line with your circadian rhythms.
2. Practice a relaxing bedtime ritual: The more consistent your pre-bed ritual is, the more you will associate this ritual with sleep, and the stronger your behavioral response will be before you even get into bed. Consistency is key.
3. Avoid naps, especially in the afternoon: This is a primary element of stimulus control, and helps ensure you are maximally sleepy at bedtime to avoid creating negative behavioral associations.
4. Exercise daily: Exercise is a circadian event. So long as it is not timed to push-back circadian relaxation, your body can use exercise to strengthen its natural circadian rhythms.
5. Design your sleep environment to establish the conditions you need for sleep: Your bedroom should be free of any daytime timekeepers, like light or noise, that might prevent your circadian downswing, and should not oppose your circadian rhythms by, for example, being excessively warm to prevent a drop in your core body temperature.
6. Sleep on a comfortable mattress and pillows: We are firm believers that most sleep problems are not solved by purchasing a new product, despite what advertisers may tell you. However, if your response to your sleep environment is one of discomfort, that is obviously not optimal.
7. Use bright light to help manage your circadian rhythms: Sunlight is the strongest timekeeper; more exposure to sunlight usually improves circadian rhythms. Sunlight (or artificial light, particularly blue) can also be manipulated to move circadian rhythms to better suit your day.
8. Avoid alcohol, caffeine and heavy meals in the evening: Alcohol disrupts sleep and lowers sleep quality, caffeine inhibits your adenosine system, and heavy meals can be a circadian event preventing your evening relaxation.
9. Wind down: Engaging the relaxation response before bed can assist your body’s natural pre-sleep relaxation process. Furthermore, avoiding circadian events such as bright exposure to light, exercise, or eating before bed can keep your rhythms aligned with your schedule.
10. If you can’t sleep, go into another room and do something relaxing until you feel tired: This is a core tenet of stimulus control, and helps decondition any negative associations you have between your sleep environment and the feeling of lying there awake.
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For More Information:
CV Sciences, www.pluscbdoil.com
Emerald Health Bio, www.emeraldhealthbio.com
North American Herb & Spice, www.p-73.com
Ridgecrest Herbals, www.rcherbals.com
White Egret Personal Care, www.wepersonalcare.com
