Hemp and CBD are gaining ground as the latest innovations in the sleep and relaxation market.

The inability to fall or stay asleep is something that virtually everyone has experienced on occasion, while others search for that elusive sandman night after night. Relaxation and sleep often go hand in hand—without the former, the latter can be fleeting. Conversely, stress and sleep are incompatible bedfellows—too much stress often results in too little sleep. Too little sleep can affect productivity throughout the day, while a chronic lack of sleep can affect other aspects of wellness.

“Good sleep is one of the foundations of optimal health, and it seems to be in frighteningly short supply for many people, due to hectic schedules, stress and greatly reduced physical activity,” said Cheryl Myers, chief of scientific affairs for EuroPharma, a manufacturer based in Wisconsin.

Insomnia and its related side effects is a pervasive problem that affects millions of Americans.

“In our opinion, reducing stress so that humans can think clearly and sleep restfully should be an urgent public health initiative,” noted Stuart Tomc, vice president of human nutrition at CV Sciences, a manufacturer based in California.

“It is general knowledge now that poor sleep and unhealthy amounts of stress can be detrimental to your health in a myriad of ways,” added David Johnson, CEO of the manufacturing company, Genexa, based in California.

Training the mind and body to get into a restful state so that sleep comes easily can be difficult to do on one’s own. When they run out of sheep to count, many people turn to natural remedies to promote relaxation.

Consumer Demand/Concerns

As sleep is an essential part of wellness, consumer demand for sleep products is skyrocketing, particularly in light of today’s fast-paced, stress-filled lives. “’You can sleep when you’re dead,’ is a mistruth that thankfully society refuses to accept any longer,” said Tomc. “People are finally taking charge of their health through taking products that can help them be the best versions of themselves. Many with sleep issues are also realizing consistent nights of good rest is a key way to get there,” he added.

Besides stress, another issue that may be impacting the ability to sleep is the “… surge of technology and artificial lights bombarding us,” said Sara Pluta, educator at Emerald Health Bioceuticals, a manufacturer based in San Diego, CA.

The inability to sleep well is not limited to a certain demographic. “This is a category that will always have consumer demand with a wide age range and is not gender specific,” said Andreas Koch, Marketing and Partnerships for Florida-based Nutranext family of brands. Even children are at risk, he noted, which is why some companies, such as Nutranext, have introduced products to help this population get the sleep that it needs.

Some consumers turn to prescriptions for sleep aids, however, a concern is the feeling of brain fog that can follow the next morning, as well as the side effects associated with some prescription products.

State of the Market/Advancements

The market for sleep and relaxation products has undergone a shift in recent years. For one thing, the need for a consistent good night’s rest is viewed as a holistic component of overall well-being.

“The current market for sleep and relaxation is based on old ideas, old systems and old products,” said Tomc, predicting that this category will become the largest category in the natural products industry within the next five years.

However, research into new ingredients and the introduction of new products has greatly impacted the market, especially where hemp and CBD (cannabidiol) are concerned.

“Word is finally getting out that people can get relaxation and sleep benefits through low-THC hemp extracts. In our opinion, hemp CBD will be the single biggest addition to the sleep and relaxation market since melatonin,” said Tomc.

More than 60 sleep supplements are available at the Staff of Life Natural Food Market in Santa Cruz, CA. Manager Sierra Hagberg confirmed that melatonin products are still selling well and that cannabinoid products are growing in popularity.

Educating the public about the availability and efficacy of natural sleep solutions remains a challenge for manufacturers. “The consumer demand is here, it’s just now a matter of sleep/relax natural supplements reaching a wider mass population that shops big box retail stores and educating them to forego prescription drugs and also over-the-counter non-prescription products,” said Koch.

The need for education is true across the board but particularly when it comes to hemp-based products. Despite the attention that these new natural sleep ingredients have received, the newness of hemp and CBD means that there are still lingering questions in consumers’ minds about its safety.

“The introduction of CBD to the market has certainly made an impact, both for the better and potentially the worse. For the better because it is opening up a new way of looking at health and supporting the body’s vitally important ECS [endocanabinoid system]. For the worse due to the legalities and confusion surrounding this controversial and highly publicized compound,” said Pluta. She added that there is deeper research regarding how supplements can be used in combination with other stress-reducing techniques to advance efficacy and sleep hygiene.

Myers agreed that the confusion regarding these products, particularly hemp oil and plant cannabinoids, could be a major factor for the future of this botanical in the supplement industry.

Another factor that affects the natural sleep market is the myriad of available prescription sleep products. “Educating about the way that natural ingredients support a full sleep cycle and help a person regenerate overnight versus feeling ‘knocked out’ and groggy the next day is extremely important here,” Myers pointed out.

It’s a crowded industry, with many products on the market, but one that is not dissipating anytime soon, primarily because sleeplessness is so prevalent.

Trending Ingredients/Delivery Methods

Hemp-based products are dominating the market, though one of the original natural sleep aids, melatonin, is still a sought-after product by consumers.

“Cannabinoids are the hottest new trend in the sleep and relaxation category. Most people do not want to be intoxicated with THC (the active ingredient in cannabis that gets you high) and that’s exactly why hemp extracts with natural CBD have become so popular. CBD offers many of the relaxation and sleep benefits in a safe, effective and non-intoxicating product,” said Tomc.

Melatonin has long been associated with natural sleep solutions and is the main ingredient in products manufactured by the Illinois-based Carlson Laboratories, along with magnesium, I-theanine and Pharma GABA. The company’s stress formulas are comprised of magnesium, Pharma GABA, B-6, B-12, folate, pantothenic acid and vitamin C.

Johnson said that while melatonin is still a popular ingredient in sleep aids, some consumers are shying away from anything that is hormone-based. “Many people still choose to use this ingredient in their sleep regimen because it’s seemingly a safer option than the alternative prescription medications currently available (that are known to cause dependency),” he said. He added that other popular ingredients in the natural sleep realm include valerian root and the homeopathic remedy passiflora incarnate.

Nutranext incorporates magnesium into its bestselling relaxation product, Natural Calm, which targets cellular magnesium deficiency. Koch said that this deficiency “… can express itself as fatigue and low energy; inability to sleep; muscle tension, spasms and cramps; anxiousness and nervousness; headaches; constipation and abnormal heart rhythms.” Under the same corporate umbrella, Natural Vitality also makes a Calmful Sleep product that blends such ingredients as GABA, l-theanine and melatonin.

Adaptogens are sometimes found in sleep/relaxation products. “Sleep and relaxation products have been getting really popular and are now being enhanced with mood-enhancing ingredients (jujube, 5-HTP) and adaptogens such as ashwagandha and suma root. The industry is also combining ingredients such as turmeric or boswellia to help fight inflammation, adding to the overall effect of relaxation and better sleep,” said Brittani Gehring, chief botanical officer with Ridgecrest Herbals, a Utah manufacturer.

Myers added that there are other ingredients being studied, such as lemon balm, which was found to reduce stress-related symptoms and insomnia in a clinical study. “The compounds in lemon balm include rosmarinic, usolic and oleanolic acids which inhibit an enzyme (GABA-transaminase) that reduces the amount of gamma-aminobutyric acid (GABA), a neurotransmitter that we rely on to stop anxiety and sleeplessness. Lemon balm extract helps us retain appropriate levels of GABA and puts the natural relaxing and sleeping process in balance again,” she explained.

As for delivery methods, gummies are trending for adults, as well as oil infusers and essential oil drops, reported Johnson. “Chewable tablets that don’t require water or food are also gaining popularity because many consumers find them beneficial for an on-the-go lifestyle,” he said.

Natural Calm is available in gummies, and melatonin gummies is a recent introduction at Carlson Labs. “People love it because it’s such an easy and really delicious way to promote restful sleep,” said Laurel Sterling, MA, RD, CDN, nutritionist and educator at the Illinois-based manufacturer.

Illinois-based North American Herb and Spice (NAHS) offers their products in gel caps and liquid formats and recently released the Hempanol De-Stress Shot.

Products for Consideration

Ridgecrest Herbals created DreamOn in 1993, a sleep formula and will launch the newest version, DreamOn Zen, later in 2018. “Our DreamOn Zen is fairly unique on the market because it is designed to support a normal sleep pattern and leave users feeling refreshed and clear-headed in the morning, in a good mood to face their day,” said Aspen Anderson, writer for the company.

CV Sciences focuses on products that balance the endocannabinoid system (ECS). Their entire line of agricultural hemp extracts contains different forms and concentrations of phytocannabinoids such as cannabidiol (CBD). “Hemp extracts containing CBD balance the systems that are designed to balance you and ultimately may help you relax and sleep better,” said Tomc, adding that new users of hemp extracts should begin with a lower strength product, such as the company’s PlusCBD Oil Spray, which consists of a base of olive oil, reformulated from a glycerin base, sweetened with monk fruit.

Another company that focuses on supporting the endocannabinoid system is Emerald Health Bioceuticals, which offers Endo Sleep that specifically addresses sleep, and Endo Calm, which addresses improving resiliency to stress and encouraging the body to relax. Pluta said that Endo Sleep cultivates long-term sleep hygiene. “We accomplish this by using our base proprietary PhytoCann complex to support the health of the endocannabinoid system, thus encouraging a healthy sleep/wake cycle. The addition of our ‘hero’ ingredients melatonin, passion flower, and PharmaGABA round out the formula to encourage falling asleep quickly and staying asleep,” she said.

The endocannabinoid system is also the focus in EuroPharma’s AnxioCalm, part of the Terry Naturally line of products, which delivers a specialized root extract of Echinacea angustifolia to relieve stress and anxiety. Along with its recently launched Hemp Oil and Hemp Oil + Curcumin to support a healthy endocannabinoid response, the company also has Terrific Zzzz for sleep, which is comprised of various herbs.

Hemp is the main ingredient in Hempanol PM, manufactured by NAHS. The company also produces Hempanol CF and Ashadrene, stress and relaxation products.

For the past two years, Genexa has manufactured Sleepology, a melatonin-free product made with organic and non-GMO (genetically modified organism) certified ingredients. This spring the company launched Sleepology for Children, similarly formulated. Other products include Stress Relief to help with fatigue and anxiousness, Calm Keeper for children and Jet Lag Rx to help weary travelers feel less fatigued. In addition to Hempanol PM and Hempanol CF, NAHS also makes Ashadrene, available in liquid and capsule form. It features ashwagandha and royal jelly, with its adaptogenic properties. These key ingredients are used to support healthy adrenal function. “Supporting the adrenal’s healthy function is the first step in allowing the body to relax because chronic fatigue and adrenal insufficiency are a major cause of anxiety and stress,” said Judy K. Gray, MS, CEO and founder.

Some of the most notable products that support sleep and/or relaxation made by Carlson Laboratories are 5-HTP, Mellow Mood and Melatonin Gummies. They released 5-HTP in 1999, Mellow Mood in 2011, and Melatonin Gummies and Pharma GABA in 2016.

Marketing/Merchandising Sleep and Relaxation Products

Often, manufacturers provide their retail partners with online or in-person training and other educational materials, such as product literature, to help the end consumer understand the nature of the products they are purchasing.

For example, CV Sciences has educational products to teach their retail partners about hemp extract through teleseminars, webinars, online training platforms and in-person market tours. The company also offers locked cases for retailers worried about shrinkage due to the base ingredient in their product.

To merchandise these products, Chris Herbert, director of sales at Ridgecrest Herbals, advised, “I think the pairing of other related products with sleep is crucial. A lot of times stress, worry, apprehension, or a major life problem can cause people to stay up. It's crucial to address these issues during the day to help insure a better night’s sleep.” To illustrate, he said that his company’s product, DreamOn Zen pairs well with their Anxiety Free product or Adrenal Fatigue Fighter, as those are products, that, taken during the daytime, supports calm and well being while relieving stress and tension.

Similarly, Pluta suggests creating an end cap or floor display featuring several products that work well in conjunction with sleep products, such as a yoga block, books on sleep and relaxation, and/or essential oils. “Encourage people to pay attention to all the factors surrounding poor sleep and provide them resources to do their own research. The cause can vary from person to person so providing multiple options and educating people on the ‘why’ is key to getting consumers to invest,” she said.

Myers said she has seen in-store promotions that even included a small bed. “I think it’s perfectly appropriate in a store display for the signage to ask ‘Are you getting the sleep you need?’ and then go from there. Chances are, most people aren’t, so it’s a category that can almost sell itself in that regard,” she said.

In-store sampling is another merchandising method that helps drive sales, such as the Natural Calm ‘passive demo’ set, which Koch said includes a beverage dispenser, cups, Natural Calm products, sample packs and literature.

Engaging with customer directly can never be underestimated. In the case of sleep and relaxation issues, in particular, customers may have different underlying issues, so an understanding of the specifics can help staff guide them to the correct product(s). As sleep issues differ for everyone, “… customers need to educate themselves on why they are not sleeping,” said Hagberg, adding that her team never recommends a specific product to customers but instead explains how various products work. VR

For More Information:

Carlson Labs, www.carlsonlabs.com
CV Sciences, www.cvsciences.com
Emerald Health Bioceuticals, www.emeraldhealthbio.com
EuroPharma, www.europharmausa.com
Genexa, www.genexahealth.com
Nutranext, www.nutranext.net
North American Herb and Spice, www.northamericanherbandspice.com
Ridgecrest Herbals, www.rcherbals.com

Extra! Extra!