Natural Solutions for Mood Support

by Angela Sabarese | November 1, 2021

The pandemic has impacted consumers both mentally and physically. The natural products industry offers products to address overall health in these trying times.

The idea that mental health is equally as important as physical health could not be truer. The mind and body work together in sync, and when something is wrong with either of them, it can affect the other deeply. According to www.webmd.com, some of the ways in which poor mental health can affect physical health include the development of chronic illnesses such as “diabetes, asthma, cancer, cardiovascular disease and arthritis,” as well as sleep problems, an increased likeliness to smoke and a decreased likeliness to have access to health care. Likewise, some physical health conditions that often tend to affect mental health include psoriasis, cancer and having a heart attack, as “Around one-third of people with serious medical conditions will have symptoms of depression, such as low mood, sleep problems and a loss of interest in activities,” WebMD stated.

The COVID-19 pandemic that has impacted the entire world in various ways has affected mental health statistics significantly, according to The Centers for Disease Control and Prevention (CDC). In an article titled “Symptoms of Anxiety or Depressive Disorder and Use of Mental Health Care Among Adults During the COVID-19 Pandemic—United States, August 2020-February 2021,” the CDC noted, “During August 2020-February 2021, the percentage of adults with recent symptoms of an anxiety or a depressive disorder increased from 36.4 [percent] to 41.5 [percent], and the percentage of those reporting an unmet mental health care need increased from 9.2 [percent] to 11.7 [percent]. Increases were largest among adults aged 18-29 years and those with less than a high school education.” Several reasons for this upward trend in incidences of poor mental health include loss of loved ones from the disease, social restrictions from government-mandated shutdowns leading to isolation and loneliness, limits on operating nonessential businesses, and unemployment or underemployment leading to financial issues.

Montey Dunn, senior director of marketing for PlusCBD by CV Sciences located in San Diego, CA, added that “According to the American Psychological Association, nearly eight in 10 (78 percent) say that COVID-19 is a significant source of stress in their life. Political unrest, the economy and work are the leading causes of stress across the general American population.”

Furthermore, Frontiers in Psychology published a study on their website in November 2020 titled “Mood Responses Associated With COVID-19 Restrictions,” which concluded that “Clear evidence of elevated tension, depression, anger, fatigue and confusion, and reduced vigor were identified, representing significant mood disturbance, and increasing the prospect of a forthcoming mental health crisis. An important implication of our findings is that urgent measures should be considered to ameliorate the negative impact of the COVID-19 pandemic on mental health.”

Not only has COVID-19 directly impacted mental health for many people, but mental health also has had an impact on COVID-19 mortality rate, according to The American Journal of Psychiatry. The results of their study, titled “Mood Disorders and Outcomes of COVID-19 Hospitalizations,” showed that “Among 2,988 admitted individuals, 717 (24.0 [percent]) had a prior mood disorder diagnosis. In Cox regression models adjusted for age, sex and hospital site, presence of a mood disorder prior to admission was associated with greater in-hospital mortality risk beyond hospital day 12 … A mood disorder diagnosis was also associated with greater likelihood of discharge to a skilled nursing facility or other rehabilitation facility rather than home.”

Clearly, mental health problems can cause a wide range of physical health issues that can be deadly or detrimental to one’s quality of life. Mood disorders are painful enough to deal with on their own, without the addition of physical discomfort or disease. The natural products industry, however, offers more remedies than ever before for combatting these invisible symptoms based on market trends.

Trends/State of the Mood Support Market

Trisha Sugarek MacDonald, BS, MS, senior director of Research & Development/national educator for Bluebonnet Nutrition Corporation located in Sugar Land, TX, noted that depression rates have been spreading among Millennials. “As per the data published by the World Health Organization (WHO) in January 2020, depression is a widespread mental illness, affecting roughly 264 million people worldwide. Depression is most prevalent in women, and in 2018, one in 13 people aged 12 and above reported symptoms of depression in the U.S., according to the CDC,” she stated. However, she noted, “there is a growing awareness regarding mental health and depression, which will spur consumers to look for natural solutions for managing mood, stress and even sleep.”

In addition to mood support, Bluebonnet focuses on cognitive health, which can also impact mood. “A poll in 2013 by Trending Machine found that Millennials (13-34 years) are more likely than seniors over 55 to forget what day it is, where they put their keys, bathe or shower and bring a lunch,” said Sugarek MacDonald. “Millennials also reported the highest stress levels when compared to all other generations, according to the American Psychology Association.” She also noted that SPINS data indicates a nearly $32 million market for cognitive health products, indicating that a vast number of the population is concerned about their overall brain health.

Cheryl Myers, chief of Scientific Affairs and Education at Europharma, Inc. located in Green Bay, WI, concurred about stress levels among the U.S. population. “I think that the market for mood support is an evergreen category with a wide demographic appeal,” she said. “Younger people, students, working professionals, parents—pretty much everyone can use some help in this area.” Indeed, the stress of school, work and childcare, especially when coupled with the pandemic, can lead to unhealthy stress levels and poor mood.

Rachael Gorjestani, founder of Goldmine located in San Francisco, CA, agreed that “stress is at an all-time high, impacting daily well-being while creating long-term negative effects on health.” She noted that “Historically, stress has been short-term, but in our world today, stress is often long lasting and chronic, which has a wear and tear on the body, including our mental health … In other words, mood is linked to things like cognitive acuteness, energy levels and overall health.” Therefore, Goldmine offers adaptogens to ameliorate stress. “Adaptogens are increasingly becoming more popular as the better-for-you movement picks up momentum,” she said.

“The global adaptogen market’s value is anticipated to be $10.3 billion (U.S.) in 2020, [and] it’s estimated that the adaptogen market will grow to $23.4 billion (U.S.) by the end of 2030, at a compound annual growth rate (CAGR) of ~6.8 percent,” she added. Furthermore, “North America Adaptogens Market size was valued at $1,894.04 million (U.S.) in 2020 and is projected to reach $4,319.28 million by 2028, growing at a CAGR of 8.42 percent from 2021 to 2028.” Clearly, much of the population is concerned about their high levels of stress, leading many to turn to natural solutions like adaptogens to manage it.

Claire Barnes, registered nutritional therapist and technical advisor for Bio-Kult, ADM Protexin located in Miami, FL, shared that “In early 2020, 50 percent of consumers worldwide claimed they were suffering from moderate to extreme stress, and this figure has already grown in 2021 to 57 percent across the globe.” She also noted that “Recent consumer research undertaken by Euromonitor International found that ‘mental wellbeing’ came out as the top concern for consumers when asked to report what being healthy meant to them, which was closely followed by ‘having a healthy immune system,’ ‘feeling good,’ and ‘getting enough sleep.” However, “unfortunately, the psychological impact of the pandemic is likely to last significantly longer than the immediate immunity-related threat.”

Another trend that Barnes noticed is that “talking about mental health has thankfully become more open in recent years, which has seen an increase in both men and women discussing their mental wellbeing. So importantly, whilst mood products have typically appealed to women, we may begin to see an increase in male consumers in the mood supplement market.” And lastly, “many individuals are taking a more holistic approach to their health, looking at the health of their whole body opposed to one particular area and are making the links between their symptoms. For example, when looking at low mood, depression or anxiety, other symptoms such as gastrointestinal (GI) and skin conditions are often accompanied. Instead of looking for separate supplements for each concern, consumers are increasingly interested in looking for the root cause of their issue and choosing supplements which may help support several symptoms, such as probiotics with the addition of vitamins and minerals. A combination product such as this will likely have synergistic effects within the body.”

There are several natural mood support supplements available on the market for retailers to choose from to carry in their stores.

Natural Products for Mood Support

Bluebonnet offers a wide range of natural products to address mood as well as overall cognitive health. “New to our line of products is Magnesium L-Threonate Vegetable Capsules,” said Sugarek MacDonald. “Magtein is the most bioavailable magnesium for the brain, and clinical research shows it significantly improves executive function, working memory, attention and episodic memory. The cognitive improvement is equivalent to a nine-year reduction in ‘brain age.’” In fact, Sugarek MacDonald added, “A new human study using magnesium L-threonate shows that a 12-week administration not only boosts performance on individual cognitive tests but also reverses brain aging by more than nine years in older adults with cognitive impairment.”

As brain health is among the top five concerns for consumers aged 18-75, the product is significant for improving cognitive health in the aging population, which can also positively affect mood.

In addition, Bluebonnet offers products that specifically target emotional, physical and mental stressors. “Since everyone’s needs are different, we provide a wide range of products, including melatonin, amino acids, vitamins, minerals, omega fatty acids, combination formulas and herbal products to help address their individual concerns,” stated Sugarek MacDonald. “Bluebonnet offers carefully crafted, whole food-based formulas, like Targeted Choice Stress Relief and Sleep Support Vegetable Capsules that use only sustainably harvested or wildcrafted herbal extract and are vegan, free of common allergens … and are non-GMO (genetically modified organism) and kosher verified … [They] are a great adjunct to help keep those stress levels in check and maintain a healthy sleep cycle routine.”

Europharma, according to Myers, also offers a range of innovative products that can positively affect mood. “In 2010, we introduced AnxioCalm (then called AnxioFit-1), which is still our premier, clinically studied supplement for anxiety relief. It’s one of the first supplements I recommend for anyone dealing with difficulties maintaining a positive mood or who live with stresses that interfere with daily life,” she said. The product features a clinically studied, standardized extract of Echinacea angustifolia, and was pioneered in Hungary, according to Myers, and the one now used in AnxioCalm has the best alkamide profile, she added. In a clinical trial during which women and men with anxiety were assessed using the State-Trait Anxiety Inventory (STAI), people who used the extract for one week were observed to have lower anxiety levels in just three days, with the effects remaining stable after two weeks following treatment, without side effects.

Europharma also offers HRG80 Red Ginseng Energy in a capsule format, as well as GammaSorb in a chewable format. “Research shows that red ginseng helps preserve mental and physical energy, supports healthy hypothalamic-pituitary-adrenal (HPA) axis activity, as well as serotonin, cortisol and GABA levels,” said Myers. “Ginseng also has been successfully shown in clinical studies to reduce menopause symptoms and has positive effects on mental well-being, libido, energy and other aspects of overall health—with no negative impact on hormonal balance.”

Additionally, the company offers an omega-3 supplement, Vectomega, which “provides peptides that reduce anxiety and phospholipids that not only act as the transport mechanism for the omega-3s, but also provide strong brain support on their own.” Omega-3 supplementation is crucial for brain health, as the brain itself “is about 60 percent fat—and about 15 to 20 percent of it is DHA. The brain needs phospholipids and DHA to develop properly and age well … Because these fats help protect the brain and the way it functions,” said Myers.

Adaptra is Europharma’s primary adaptogen supplement, which “combines clinically studied ashwagandha and rhodiola. As its name implies, this formula helps a person adapt to stressful conditions rather than feel drained by them,” said Myers. “The ashwagandha in the supplement has shown remarkable 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.” The clinical research on rhodiola, she added, “has shown some remarkable results for enhancing concentration and physical stamina. One clinical study focused on fatigue associated with night duty for young physicians, showed an improvement for total memory performance.” In addition, further research showed that college students taking rhodiola saw reduction in mental fatigue, as well as improvements in overall fitness and well-being, and higher final exam grades.

Myers also noted that “In virtually all brain diseases, including mental health issues like depression, inflammation is a significant factor. Inflammation changes the nature of how cells interact with each other across the board. One of the strongest anti-inflammatories you can get from nature is curcumin, like the BCM-95/Curcugreen curcumin we feature in our CuraMed supplements.” In a study performed to determine whether BCM-95/Curcugreen curcumin could be a viable therapeutic treatment for patients with major depressive disorder (MDD), it was concluded that “BCM-95/Curcugreen curcumin worked as well as the prescription drug fluoxetine in terms of the measurable changes in the HAMD-17 score from baseline to six weeks of treatment. Second, this study provides the first human clinical indication that BCM-85 curcumin may be used as an effective and safe treatment for patients with MDD without causing significant adverse side effects.”

Lastly, Europharma’s Saffron Lift + CuraMed supplement “combines the same BCM-95/Curcugreen curamin found in our CuraMed supplements with saffron, a botanical with a long history of traditional usage and increasingly valuable clinical studies,” said Myers. “A double-blind, placebo-controlled clinical trial reported in the journal Phytotherapy Research found that saffron reduced symptoms [of dysthymic depression] in just six weeks.” Saffron has also been shown to relieve symptoms in more serious and harder-to-treat forms of depression, as it is an anti-inflammatory agent, boosts serotonin production, lowers cortisol and helps preserve levels of gamma-aminobutyric acid (GABA).

Goldmine, according to Gorjestani, offers “Adaptogen Powder, a blend of five organic adaptogenic herbs that ease stress on the mind and body—including changa, reishi, cordyceps, ashwagandha and astragalus—and supports increased mental and physical stamina, enhanced focus and boosts immunity.” The powder can be easily integrated into coffee, tea, smoothies, oatmeal, yogurt and nut butters. Like Myers, Gorjestani noted that many adaptogenic herbs “interact with our HPA axis and are seen to have a wide variety of impact: from helping our cells to create energy through the process of ATP, regulating the immune system and its response, to enhancing, balancing, and protecting the stress regulations systems, endocrine and neurological networks.” These substances, in turn, can have a profound impact on mood.

Laura Khoudari-Rico and Cilia Fishman, co-founders of Ladybug Potions located in North Miami, FL, offer a best-selling product “called Literally Feel Great, [which] deals with the gut and inflammation.” Knowing that illnesses and discomfort are often the result of inflammation, their holistic and medical team are adamant about the effect of the digestive system on overall health. The company will soon be launching even more products for retailers to consider carrying in their stores.

According to Barnes, studies of ADM Protexin’s product, Bio-Kult, “have shown how manipulating the gut microbiota with probiotics can have an influence on depression, anxiety, stress-resiliance and low mood. She added that “In 2018, a study was published using the original Bio-Kult 14 strain in 400 irritable bowel syndrome (IBS) patients. Whilst IBS is predominantly a GI condition, it is now classified as a gut-brain axis disorder given the strong associations of the digestive symptoms alongside mood alterations such as anxiety and depression. The study found from month two onward, all dimensions of quality of life showed significantly greater and consistent improvement in the probiotic group compared to placebo.” This demonstrates how closely tied physical and mental health truly are.

Barnes continued, “The original Bio-Kult 14 multi-strain formulation was recently used in a study at The University of Oxford on low mood. The paper is soon to be published; however, the trial was covered in a recent BBC documentary in the U.K., ‘The Truth About Improving Your Mental Health.’ This was a double-blind, placebo-controlled trial in 70 people who were experiencing low mood. Half were given placebo and the other half were given Bio-Kult. They were taking two capsules twice a day for a month. The participants reported their mood via a Patient Health Questionnaire for Depression (PHQ-9 Questionnaire), [and] additionally cortisol levels were tested through salivary analysis. The result from the documentary showed a 20 percent improvement in mood for those in the placebo group versus a 50 percent improvement in mood in those taking Bio-Kult. The probiotic group also reported a 50 percent improvement in their concentration. While there were no effects on cortisol levels in the placebo group, the Bio-Kult group saw a trend toward decreased cortisol levels in their saliva, which suggests lower stress levels.” In addition to the original Bio-Kult, ADM Protexin also offers Bio-Kult Boosted and Bio-Kult Migréa, which also target the digestive tract and the brain.

Lastly, Dunn mentioned that at CV Sciences, “In 2021 we formulated PlusCBD Calm Gummies: 10 mg of PlusCBD together with 100 mg of L-theanine and 50 mg of 5-HTP derived from Griffonia simplicifolia seed in a gummy supplement … L-theanine modulates the glutamate neurotransmitter system, while 5-HTP serves as a precursor for serotonin synthesis in the brain. CBD effects the endocannabinoid system, which has roles in both glutamate and serotonin. Therefore, the combination of these three ingredients works well.” The ingredients are supported by several studies to validate their efficacy in supporting calmness and emotional wellness, according to Dunn.

In addition, she shared that “At CV Sciences, we have partnered with Gencor to formulate novel non-CBD supplements based around the ingredient Levagen+ palmitoylethanolamide (PEA),” which she describes as being like the body’s own version of CBD. “It is an endocannabinoid-like molecule that, like CBD, is studied to have a wide range of potential benefits from immunity to inflammation to sleep and mood. At present, CV Sciences has formulated PEA together with co-ingredients in the CV Defense daily immune defense supplement. However, given the research demonstrating a benefit for PEA and mood, future applications of this novel ingredient may be imminent.”

Clearly, there is a plethora of supplements that retailers can consider carrying in their stores that address not only mood, but physical wellness as well. Several of these natural products address the physiological root of mood issues or disorders, rather than only addressing one area like many antidepressants and other pharmaceutical drugs do. Fortunately, consumers are becoming more educated about the benefits of natural products for mood support and overall health, so this category seems set for continued growth.

From a Retailer’s Perspective

Bill Ayzin, owner of Wealth of Health Natural Market in Idaho Falls, ID, has been serving the public for 50 years, and has been supplying mood support products for 40 of them. He stated that he has seen an increase in sales of mood support products, particularly “since schools were cancelled last year due to COVID-19.” Ayzin shared that when customers have questions about the benefits of natural mood support products, he shows them “published research on products like St. John’s Wort, ashwagandha, rhodiola, etc., or most [consumers] trust us and take our word. We also give them unconditional money back guarantees on anything they try.”

Ayzin noted that overall, particularly during the past 18 months, “everybody from high school students to their parents, to elderly and other people worried about everything happening under the broad umbrella of COVID-19,” have been looking for natural products to support their moods. Although Ayzin and his staff have educated many of their customers about mood support products, they have also been “seeing an influx of new consumers looking for natural solutions,” which supports the statistics that an increasing number of consumers are suffering from mood issues and disorders and are concerned about their mental well-being. As a result, they are turning toward natural products.

Advice for Retailers

As far as advice for retailers trying to sell mood support products in their stores, Myers suggested that “eye-catching promotional displays and guest speakers (when practical) are excellent ways to promote mental well-being and stress relief options. Stores can partner with a local practitioner or dietician to talk about dietary interventions (or develop dietary suggestions and articles that address ways to support a healthy mood).”

Gorjestani stressed that “Employee education is key. We make sure employees receive our FAQ and cheat sheets so they understand the fundamentals of adaptogens and their benefits. We also offer virtual trainings with the founder so they can dive deeper into the studies backing adaptogens.” She also noted that “Pairing mood supporting products with daily rituals like coffee, tea and smoothies is a great way to make them easy to put into practice. We see success in the coffee and tea aisle of many grocery stores.”

Khoudari-Rico and Fishman shared that they “support our brand with our Wellness and Self Esteem Lab. We listen to women about how they feel about themselves and provide them with tools. With this, we also create content, and along with our PR agency, we promote the content. We also look for collaborations and advertising. We are currently looking into demos and events in stores, too.”

Lastly, Dunn said that CV Sciences “offers supporting collateral to help promote our PlusCBD Calm Gummies, including information in our product brochure and in-stores signage.” Furthermore, she noted that “Getting retailer employees excited is a great place to start. We provide all information needed to fully understand our products and how to speak to them. Merchandising plays a critical role in-store too, so ensure that products are visible to the consumer and displayed prominently.” VR