The complex system of sensory nerves is attracting more attention in the nutritional supplement market.

The nervous system is a complex structure with multiple functions, and therefore defining “nervous system support” or “healthy nervous system support” is not easily achieved. It may include preventing insult-induced malfunctions, natural deterioration of nerve functions, or neuroprotection. Because the nervous system affects so many conditions, combined with an aging population, a growing demand for new products has been ramping up in the past few years.

“Comprised of the brain and an intricate network of nerves and specialized nerve cells known as neurons, the nervous system is the command and control system for your entire body,” Neil E. Levin, CCN, DANLA senior nutrition education manager with Illinois-based NOW, explained. “Our ability to feel is the function most of us associate with the nervous system, but it’s actually responsible for much, much more.”

He continued, “In addition to feeling, your nervous system coordinates all actions you take, both voluntary and involuntary. It facilitates communication between various body systems by transmitting electrical impulses that serve as signals to and from the brain. It regulates numerous other vital body functions, such as your breathing and blood pressure.

“There are two major components of the nervous system,” he said. “The central nervous system is comprised of the brain and spinal cord. The peripheral nervous system is comprised of the vast network of nerves that connects the rest of your body to the central nervous system.”

State of the Market

Dietary supplement brands address the nervous system several ways. According to Stacey Gillespie, brand director for Gaia Herbs (North Carolina), “Supporting the health of the nervous system is important, especially during periods of stress, because this system’s function is related to outlook, energy, sleep quality and even cognitive performance.*

“Because the nervous system affects so many conditions that directly impact overall quality of life, there is a growing demand for new products that support this system and new products are being introduced to the market regularly.”

As an example, she noted, one of the most popular adaptogenic herbs, ashwagandha, which helps the body adapt to stress and provide calming support,* is often used to support nervous system health (as stress can have a big impact on the function of this system), and has shown growth of 14 percent year over year.1

“This category could help be defined by two health concerns: pain and stress. Both are areas where customers are looking for effective options,” added Kristin Chapman MSc, category manager with Florida-based Life Extension. “This includes ingredients that can help with pain and are non-addictive as more and more consumers are afraid of opioids and the potential side effects,” she said. “Stress also continues to be one of the top health concerns of U.S. supplement consumers, is one of the leading product searches on the Life Extension website and has seen increased growth in the market.”

Stacey Littlefield, product formulator and master herbalist with Illinois-based Redd Remedies, noted that the nerve health segment of the market is a rather small and specialized category. “The products tend to lean toward a handful of well-known, recognizable single-ingredient products, such as Lion’s Mane mushroom, alpha-lipoic acid and benfotiamine. Because of the trend toward single-ingredient products in this segment, we at Redd Remedies developed a formula for healthy nervous system support. Our formula takes a holistic approach to nerve health and combines many recognizable ingredients, including alpha lipoic acid, B vitamins, with traditional Chinese botanicals to focus not only on the nerves themselves, but also the secondary body systems that contribute to nerve health.”

Evolution of the Nervous System Support Supplement Market

Gad M. Gilad, PhD, CEO, Gilad&Gilad in Nevada, recalled that in the past, vitamin B “concoctions” and antioxidants, such as alpha-lipoic acid and vitamin E, were the mainstay in this market. “Almost every company in the dietary supplement field has a product containing a formulation of these ingredients,” he said. “Similarly, omega-3 fatty acids, phosphatidylserine and choline, are promoted as important nerve cell membrane constituents. Curcumin is also promoted in this category for its antioxidant and anti-inflammatory properties.

“Palmitoylethanolamide (PEA) [a fatty acid amide molecule involved in a variety of cellular functions in chronic pain and inflammation] was also well known but started to attract more attention in the U.S. market only over the past three years or so. Agmatine (decarboxylated product of the amino acid arginine) is a robust neuroprotective molecule promoted (by Gilad&Gilad) for nerve health for treating neuropathies.”

Gillespie pointed out how demand is changing the space. “The market is evolving based on consumer demand for new delivery methods for herbal supplements outside of the traditional forms of capsules and tinctures. New customers for natural products, especially younger consumers, are interested in more novel delivery forms. That’s why we are now seeing more herbal supplements offered in the forms of beverages, chocolate, coffee, candies, ice cream, etc. to meet this growing demand.

“The core natural products consumer is typically adults (both men and women) between 30 to 55 years of age,” she explained. “However, because the nervous system affects so many conditions that directly impact overall quality of life, we are seeing more consumers outside of this core range purchasing products that support the health of the nervous system.”

Cheryl Myers, chief of scientific affairs and education for Terry Naturally brand in Wisconsin, said the market is evolving as people discover more about nutrients and the effect they have for the nervous system and overall well-being. “It’s been my experience that individuals with specific health concerns tend to educate themselves about the best forms of support, management and treatment. People who look to supplements tend to be mature adults who may have tried conventional approaches and found them wanting.”

Chapman also pointed out that purchases are being made by customers looking to help with chronic pain but want to stay away from opioids or the side effects of other over-the-counter pain relivers. “Millions of people simply accept stress as part of our modern lifestyles. But stress can have a measurable effect on your body. With today’s hectic schedules and always being ‘on,’ people are looking for a way to reduce their stress levels, get better sleep and rejuvenate their energy.”

Products and Ingredients

At Gaia Herbs, Gillespie noted that herbal supplements are especially important to the nervous system health category because they deliver efficacious doses that can have a beneficial impact on the nervous system.* “Many of the new novel delivery methods seen on the market (beverages, coffees, ice creams, chocolates, etc.) do not contain an efficacious dose of herbs, so people ingesting herbs in these ways may not feel any benefits,” she said.

“We recommend that consumers always carefully read the labels of the products that they are purchasing, as all herbal supplements are not created equal,” she added. “The purity, integrity and potency of ingredients used in your herbal product will impact performance and results.”

For herbal companies, when it comes to nervous system support, there are two important categories—adaptogens and nervines, according to Gillespie. “Examples of adaptogenic herbs include ashwagandha and eleuthero root. Examples of nervine herbs include milky oats and chamomile. A newer botanical category that is also rapidly increasing in popularity are CBD and hemp products. CBD and hemp products support the health of endocannabinoid system, which works in partnership with the nervous system.”

Glenn MacEachern, executive director – product development with Life Extension agreed. “The introduction of CBD to the market has made a huge impact. Customers believe that CBD products have an effect on pain and stress; however, there continues to be a lack of clinical evidence to support these claims. But with this growth, alternative ingredients that are new and can provide relief are always of interest to customers. For similar reasons consumers have sought out the use of CBD, adaptogens have seen a rise in popularity over the last couple years. With deep roots in ayurveda, ashwagandha continues to grow recognition as consumers are looking for alternative solutions to alleviate the impact of stress in their daily lives.”

At EuroPharma, Myers said the company has many products that can address the nervous system but focused on three of them.

“Our Healthy Feet & Nerves supplement is an ideal choice for anyone concerned about healthy nervous system support. It includes clinically studied boswellia to stop the pain and inflammation associated with neuropathy, along with bioavailable B vitamins, alpha-lipoic acid, glycine chelated chromium, a fat-soluble form of thiamin (benfotiamine), and other nutrients that collectively address blood sugar levels and nerve health. For example, a scientific study at the University of Florida College of Medicine showed that benfotiamine prevented glucose toxicity and brought elevated blood sugar levels back down to normal.”

She added, “Because the forms of nutrients in supplements matter, our BioActive Vitamin B features only those that are easily utilized in the body. What many people may not realize is that there are challenges to the efficacy of standard B vitamins like cyanocobalamin (B12), pyridoxine (B6) and folic acid. Each one requires conversion by the liver in order to be used by the body.

“Aside from that, as people age, they can have a more difficult time putting these commonly found forms of B vitamins to use.

“That’s why having bioavailable B vitamins in a regimen for nervous system health can be so important, and that’s one of the reasons we launched our BioActive Vitamin B supplement. It includes methylcobalamin (B12), pyridoxal-5-phosphate and methylfolate—which don’t require any conversion by the liver. This makes a critical difference.”

The third EuroPharma product is Clinical Glutathione. “The French research scientists behind it developed a way to enhance glutathione’s bioavailability in a supplemental form and protect it with additional antioxidants. This slow melt tablet can be allowed to dissolve in the mouth before being swallowed,” Myers explained.

“This form of glutathione has been found to be considerably more bioavailable than unprotected pills or capsules,” she said. “In only 11 days, it increased active glutathione in the bloodstream by 38 points, while unprotected glutathione actually reduced the active amount by 40 points—a 78-point difference between the two groups. Additionally, this special supplemental form improves blood ratios of glutathione (the ratio of active glutathione to the oxidized form) by 230 percent compared to unprotected supplemental glutathione.”

Littlefield said Redd Remedies feels that a comprehensive formula approach is important to this category. “While ingredients such as alpha lipoic acid and B vitamins are necessary for healthy nerves, they alone cannot fully support the function of the peripheral nervous system. To fully support the healthy function of the nervous system, a formula should address healthy circulation, a healthy antioxidant status, [and] healthy inflammatory pathways in addition to providing the basic foundational nutrients for healthy nerves.”

Levin agreed that varied nutrients are beneficial. “Just like all body systems, your nervous system requires a healthy supply of staple nutrients such as vitamins and minerals to maintain normal, healthy structure and function.* In addition, there are a number of specialized nutrients and even herbs that can help support normal nervous system functions.*

His list includes:

• Lecithin: A natural, fatty substance that’s an integral component of cell membranes.* It’s comprised of various biochemicals including essential fatty acids, as well as phospholipids and phosphatides such as phosphatidyl choline and phosphatidyl serine. Phosphatidyl choline is a major component of the brain and nervous system.*

• L-theanine: A unique amino acid found naturally in the tea plant (Camellia sinensis). L-theanine promotes relaxation while maintaining alertness and promotes healthy cognitive function.* Researchers believe this relaxing effect may help L-theanine support healthy vascular function as well.*

• Kava Kava: Also known simply as kava, the kava kava plant (Piper methysticum) is found throughout the islands of the Pacific and has a long history of use by islanders. Kava has been traditionally used to support a healthy mood and relaxation.* The roots of the kava plant have naturally occurring substances called kavalactones that are believed to be responsible for this plant’s benefits. naturally produced in the body.* GABA is the brain’s main inhibitory neurotransmitter and healthy levels are associated with a relaxed mood.* GABA also plays a central role in regulating intercellular communication and normal cognition.*

Hurdles to Overcome

One of the largest hurdles when developing new products that support the health of the nervous system is in regard to sustainable sourcing of the herbs used in these formulas, Gillespie pointed out. “It is challenging to find enough suppliers that meet Gaia Herbs’ strict quality standards for the quantity of materials that we need for our herbal products.

“With climate change causing extreme weather conditions,” she continued, “farmers are no longer producing consistent yields year over year. Gaia Herbs cannot rely on a single farm or single supplier for our plants and must now try and find multiple vendors for our herbs in case our main suppliers cannot produce the supply of materials needed. This has been a critical challenge to find multiple vendors that can meet our stringent standards.”

In addition, Chapman said, “Effective education of some complex mechanisms, particularly in trying to market and inform customers in the pain management category. Getting customers to look past the CBD hype and to other ingredients backed by clinical research. Continued research is also needed into ingredients that are not only effective but fast acting.”

Gilad also weighed in. “A main hurdle to marketing, as with all dietary supplements, is the FDA (U.S. Food and Drug Administration) gag rule. Companies have to prudently develop and market their products with substantiated claims, and this requires substantial investments. Additionally, companies have to compete against rogue players including those who use false claims in marketing and those who infringe on patented products.”

Myers stressed the importance of education. “One of the biggest hurdles in natural medicine is to overcome the belief that dietary supplements can’t be as effective—or even more effective—than medications. It is hard to convince consumers that powerful products can have such a low risk of adverse effects. Much more education is needed.

“That is why we emphasize education and support materials. We work one-on-one with retailers to help them develop sales tools that fit their needs and the needs of their customers and community. That includes detailed literature, in-store lectures, product webinars and personalized service from our science and education department, sales staff and entire company.”

But retail staff may also have to look for clues from their customers before suggesting nervous system support. According to Levin, “Consumers are not as commonly walking into a natural products store asking specifically for nervous system support products as some other categories, but in these days of high stress and information overload, products in the category will give people the support they need to function better. When customers ask about products for supporting cognitive function or combating stress, that’s an opportunity for retailers to suggest nervous system support supplements.”

Supplement Research

Research on supplement efficaciousness for nervous system support and every bodily system is of interest. The more research, the better.

“Concerns with healthy nervous system functions are increased as we age,” said Gilad. “And as the aged segment of the population increases, demand for effective dietary supplements which target nervous system-dependent functions such as memory, movement coordination and sensations keeps growing. Dietary support in neurodegenerative diseases and after nerve damage is also well recognized. Accordingly, this dietary supplement category is used, sometime as medical foods, to address complex medical conditions including, dementias (e.g., Alzheimer’s disease), Parkinson’s disease and neuropathies. Research aimed at discovering and demonstrating effectiveness of dietary ingredients and formulation thereof for sustaining proper nerve functions in individuals facing such threats is much needed.”

In addition, according to Gillespie, research that manufacturers may be interested in would be about the consumer preference for herbal supplements shifting from the traditional capsules and tinctures to more novel delivery methods (beverages, chocolate, coffee, candies, ice cream, etc.). “For example, the market for herbal gummies has shown growth of 50 percent over the past five years,” she said.

Research that consumers may be interested in, she noted, would be in regard to the wide variety of research available showing the benefits of adaptogenic herbs including ashwagandha and how the body responds to stress. “Because stress is at the heart of many health conditions, helping the body adapt better benefits every bodily system.

“Ashwagandha specifically promotes balance in many different systems of the body and can help the body adapt to stress and provide calming support.”*

Gillespie pointed out that when the body is in fight or flight mode, it releases the stress hormone cortisol. “Between constant deadlines, financial pressures, digital overload and a steady stream of negative news, the chronic stress of modern human culture regularly activates the cortisol stress response, which can impact nervous system function. Ashwagandha has been shown to support healthy levels of cortisol and the healthy inflammatory processes that are stimulated in response to stress.”*

Research on PEA has been well established and has some very positive results, added MacEachern. Modern clinical trials show ashwagandha extracts are able to support a wide range of benefits, including a healthy stress response, overall well-being and more, he said.

Ultimately, as Myers pointed out, “Any research can be helpful, but well-designed and clearly interpreted clinical studies are the most helpful. We are always investigating the leading studies and developments with ingredients. I think it is a rarity in supplement companies to have such a well-established scientific affairs and education department, but we are truly dedicated to helping people live their healthiest lives.” VR

*This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Reference:

1 SPINS 52 weeks ending 9.08.19 / natural & specialty channel / Top Selling Herbs by Ingredient Ashwagandha grew 14 percent dollar growth YOY, compared to total herbal category which grew 3 percent dollar growth YOY.

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