Forty Winks

by Lisa Schofield | April 1, 2020

Sleep is more elusive than ever for a growing number of American adults. Here’s why and how you can help your sleep-deprived customers go from a handful of winks to 40.

The Hollywood-styled hypnotist with the pendulum-like swinging pocket watch intoning, “You’re getting sleepy!” sounds like a dream come true for the multiple millions of Americans of all ages who lie awake staring at the ceiling, flip-flopping on the mattress.

If only it were that easy. But finding a personal hypnotist can be difficult and expensive. And there aren’t that many to fulfill the demand.

There are multiple causes of insomnia and its prequel, the inability to relax (if you are not relaxed, sleep cannot come forth).

Thieves of Sleep

The reasons your customers cannot achieve the 40 winks consistently vary and include physical problems, mental discord and emotional issues, and sometimes combinations of factors in the three domains. It’s okay to ask the customer why he or she isn’t sleeping or relaxing, because this will help you guide them to the most appropriate and therefore effective product, or combination of products (eg, a supplement and pertinent aromatherapy oils).

Arik Johnson, vice president of sales, California-based Genexa Inc., has observed that through the past decade, stress levels in American adults have risen rather steadily, with no abatement. As to what is causing the acceleration of stress, “Many people report financial concerns as major contributors to stress levels,” he said.

Jim Daily III, PhD, FTOS, president of North Carolina-based Daily Manufacturing Inc., suggested obstructive sleep apnea is one of the most common impediments to sleep especially in those who are overweight or obese; apnea is characterized by the inability to breathe properly. With more than 75 percent of the adult American population overweight or obese, poor sleep quality is experienced by a large percentage of the population.

Excessive light exposure emanating from screens disrupt the body’s production of sleep-inducing hormones melatonin and serotonin, which are stimulated by darkness, Daily added. “Staying up looking at computer monitors can delay sleep because the light delays the release of melatonin that would normally take place after dark,” he commented.

Others also pointed to the ubiquitous tech-connectivity as the primary culprit, especially in those younger, healthy adults.

“Our anxiety is directly linked to our ultra-connected world,” said Michael Wong, president, Provida Health, Florida. “Our human brains have not yet evolved enough to cope with the deluge of information we receive and the hyper-connectivity we engage in every day. Smartphones are altering the human psyche and as a result we can’t seem to turn off.”

Kim Perkins, supplement category manager, NOW, Illinois, added, “Technology has allowed us to always be connected to work, social media, etc. and this constant stimulation makes it harder to relax and get a good night’s sleep.”

Other sleep stealers are peri-menopause, pain, caffeine and other stimulants still in the system, depression, a heavy meal still digesting, and jet lag/daylight savings time. A very common problem among adults of all ages and backgrounds is anxiety. “Anxiety causes people to be unable to sleep, and loss of sleep increases anxiety, creating a self-perpetuating vicious cycle,” Daily illustrated.

And yes, retailers are seeing the tide of anxious, restless and sleepless customers.

Don Summerfield, vice president of integrative medicine for Boulder, CO-based Pharmaca, observed that younger adults typically suffer from short-term insomnia associated with job and or financial stressors, disturbance from young children and poor sleep hygiene (e.g. too much screen time prior to bedtime). This demographic wants sleep remedies that help put them to sleep and keep them asleep. Younger adults, he said, can benefit from passionflower, valerian and hops-based formulas, stress management techniques like yoga, exercise and better sleep hygiene.

Older adults, meanwhile, typically suffer from chronic insomnia. This common pattern is characterized by difficulty falling asleep (delayed sleep onset), waking frequently during the night and feeling groggy upon surfacing in the morning. “Age-related sleep issues are a result of change in circadian rhythms, environmental and lifestyle changes, as well as decreased nutrient intake, absorption, retention and utilization. Older adults can benefit from melatonin-based formulas, which help to adjust circadian rhythms, better nutrition focusing on increased fruit and vegetable intake and regular exercise,” he described.

At Fiesta Nutrition Center, Monroe, LA, “What we are seeing is an issue with people getting a ‘complete’ night of sleep,” observed Tim Hitt, supplement manager. “Many customers say they don’t have much of a problem going to sleep, but more so in staying asleep. I know when I hear that comment we need to look deeper toward an underlying issue.”

Many customers at The Mustard Seed in Watertown, NY have difficulty falling asleep and staying asleep, according to supplement manager Holly Prugar. “It is particularly frustrating for customers when they are tired but cannot get a good night’s sleep,” she commented. She pointed to the relaxation mineral magnesium, plus botanicals such as passionflower and lemon balm, to help achieve restful sleep.

The CBD Factor

The entrance of CBD/hemp into the natural products world is, without a doubt, unprecedented. According to a 2018 study, “The CBD Report,” from Hemp Business Journal, this market, pegged at $49 million in 2014 is expected to boom to $646 million in two years.

CBD is such a superstar in the making, it has its own tradeshow: the inaugural CPX20 (cannabis products exchange) will be held July 30-31 at the Hilton Denver City Center in Colorado. Even mainstream brands are getting into the CBD space: gummy brand Vitafusion has launched CBD Sleep Well that combines 10 mg CBD plus 3 mg melatonin, and Chill Mood combining 10 mg CBD with L-theanine to promote relaxation.

However, “CBD changed things because it’s not a relaxation aide,” said Wong. “It’s a whole-body aide. The relaxation effect from CBD is very different than that of any other supplement, mainly because it impacts our endocannabinoid system, which regulates a number of other biological systems. We use the full whole plant extract (the full spectrum) of the hemp plant, which contains a number of other cannabinoids, like CBD, that all work in synergy to balance the human endocannabinoid system. Relaxation is just a healthy side effect.”

Although Daily Manufacturing does not “yet” offer CBD products, Daily characterizes it as a “complicated new product category.” He observed that the CBD product category has gone far beyond the natural product market and is found in gas stations, shopping mall kiosks, and in multiple online venues. CBD products do not yet fall under any particular regulatory category, he said, “and the quality of many products as well as the numerous health claims, are questionable. We are looking at adding CBD to our product line, but we are approaching it with caution.”

In Summerfield’s viewpoint, the natural product industry has a long history of embracing new and novel ingredients and CBD is the latest hot new ingredient with numerous attractive perceived health benefits. Cannabis and its constituents, cannabinoids, also have a long history of medicinal use for a variety of uses, ranging from appetite stimulation, anti-nausea treatment for cancer patients and epilepsy treatment. Further, cannabinoids found in cannabis are known to compete for the same receptor sites as opioids, thus can serve as a possible treatment for addiction therapy and sleep and anxiety treatment, he stated.

And when it comes to imparting relaxation, setting the stage for healthy sleep onset, Hitt noted, consumers are obtaining results from CBD, “plain and simple. It just works,” he emphasized. “People are understanding the role of hemp and do probably feel influenced by what they have seen from medical marijuana.”

Melatonin, meanwhile, is having a new moment. This 20-plus-year-old sleep inducement supplement is sought after by everyone from Generation Z to Baby Boomers. It’s almost cool to say that you’re taking it. In fact, Daily said that, “melatonin is probably the most important compound for inducing sleep. However, we have found that melatonin supplements may induce sleep, but often to not last through the night. We believe that melatonin as a stand-alone product has limited benefit, but it is an important ingredient in our Relax Evening Formula.”

It appears that one reason why melatonin has reawakened is newer research. Summerfield explained, “As we learn more about the microbiome, we are discovering the connection between gut and brain health including mood and sleep health. Melatonin is a key constituent in proper gut health, which has positive effects on sleep and mood. Melatonin continues to grow in popularity for its benefits associated with cancer prevention, gut health, mood and cognitive health.”

Prugar noted that at The Mustard Seed, melatonin sales are increasing as of late. “I think this is because melatonin is a well-known supplement. A lot of people have heard about the benefits of melatonin. Melatonin is also a relatively inexpensive supplement. Customers tend to prefer liquid or quick dissolving products. That said, melatonin is not our go-to for sleep. We tend to talk to people about herbs and magnesium for a good night’s sleep.”

Realm of Relaxation

Sleep deprivation is a multi-faceted problem that requires a multi-faceted solution to solve, according to Daily. Daily Manufacturing’s Relax Evening Formula utilizes both melatonin and serotonin precursors to help induce sleep. The serotonin precursors include both 5-hydroxytryptophan and its precursor, L-tryptophan. “Having both helps extend the length of time that serotonin is available,” he explained. “Bacopa monnieri extract is included because a frequent cause of sleeplessness is worry and anxiety, and bacopasides are useful for lowering anxiety and promoting a relaxed and optimistic mental outlook.”

Many of the CBD sleep products on the market have added melatonin, affirmed Wong. Provida’s focus with its CBD product development, he said, is on total body wellness and encouraging homeostasis. If the body is in balance, he explained, your customers will achieve better sleep and deeper, healthier REM cycles. “We’ve had incredible feedback from customers that use the Provida Daily Capsules and Fruit Chews that their sleeping patterns have greatly improved,” he commented.

But there are melatonin-free effective sleep-inducement products. According to Johnson, Genexa’s Sleepology is an organic and homeopathic sleep aid for adults formulated without melatonin. “Free of artificial dyes, flavors and preservatives, Sleepology helps address sleeplessness and frequent waking without the added chemical ingredients commonly found in other sleep aids,” he described.

A companion product is Genexa’s Stress Relief, which Johnson said provides non-habit-forming support for anxiety, stress, nervousness and irritability. This homeopathic remedy is also free of artificial preservatives and other toxic ingredients, and is USDA (U.S. Department of Agriculture) Certified Organic, Non-GMO (genetically modified organism) Project Verified, gluten free and vegan, according to the company.

NOW has several products in this area, and one, simply called Sleep, has a study to support its claims (and its name too). The two-phase study, according to Perkins, involved 14 healthy adults aged 25 to 59 who successfully completed a series of online surveys about sleep quality. During the first phase, the surveys were completed for five consecutive days without supplementation. In the second phase, the identical surveys were completed while taking Sleep, a dietary supplement containing 600 mg valerian root extract (min. 0.8 percent valerenic acid), 300 mg hops (4:1 concentrate, strobiles), 200 mg passionflower extract (aerial parts, standardized for flavonoids vitexin and isovitexin), 200 mg GABA (gamma amino butyric acid), and 8 mg vitamin C (ascorbyl palmitate), in two capsules one hour prior to bedtime, for five consecutive nights. The surveys were completed on the days following supplementation. Upon completion, the results were collected and analyzed for the following:

• Time to fall asleep in minutes.

• Number of times the person remembered waking up during sleep.

• Self-reported level of feeling rested upon waking up.

• Self-reported level of energy during the day following the supplementation.

“The results of the study indicate that volunteers had a positive experience with Sleep,” she reported. The participants fell asleep more quickly and didn’t wake up as frequently during the night. “The highlights of the study were a feeling of being better rested upon waking up and an increased energy level during the day following the supplementation with Sleep,” she added.

A new product that NOW launched in February is Sleep Regimen 3-in-1, which combines 5-HTP, melatonin and L-theanine to promote restful sleep. According to Perkins, this formula encourages relaxation and has melatonin to support the regulation of the body’s sleep/wake cycle. 5-HTP has been included to support serotonin production, which induces a sense of calm. “This product can help your customers wind down at the end of the day and get a good night’s sleep,” she suggested.

NOW also offers both Relora as a stand-alone product and Super Cortisol Support with Relora, a botanical and nutritional blend formulated to provide a healthy adrenal stress response. “The adrenal glands help the body respond and adjust to physical, mental and emotional stressors through the production of cortisol,” Perkins explained.

Hitt said addressing adrenal support is relevant to many customers who experience insufficient sleep and constant tension. “It seems a large percentage of people are suffering from adrenal fatigue,” he observed. “I think poor diet, environment and the stress of today’s world really put a strain on the thyroid and adrenal gland. Luckily, there are quite a few excellent products on the market to help with those issues.”

Customers suffering from stress and anxiety are a core constituency at Pharmaca, according to Summerfield. In these cases, he related, Pharmaca team members typically suggest adaptogenic herbs, such as ashwagandha, rhodiola and holy basil, as well as a high-quality vitamin B-complex formula. They will also recommend stress management therapies like yoga, mindfulness practices and therapy with essential oils like lavender.

At The Mustard Seed, Prugar stated that anxiety is a common concern for customers. Sometimes its customers are sleeping well but still feeling anxious. “We have several go-to products for anxiety,” she said. “Bach Rescue Remedy is a favorite. Bach flower essences work quickly, safely and effectively.” In addition, she recommends Anxiocalm from Europharma and Life Seasons’ Anxie-T.

Prescriptions for sleeping pills and anti-anxiolytics such as Xanax are dispensed commonly by physicians. While they may work for the short-term, more people are turning away from these pharmaceuticals as they do not want to deal with the side effects nor the potential dependency. And while there are no statistics to back this up, there is anecdotal experience underscoring that you are in an opportunistic position to be of tremendous help for this population.

“So many people have ended up on a prescription sleep aid, and the side effects are just too much for them to handle,” related Hitt. “They are slowly but surely making their way back into the health food store looking for more natural remedies.” VR