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Stress & Anxiety

Stress & Anxiety on the Rise

by Carlett Spike | February 27, 2020

Nutritional supplements have a role in helping the nation relax.

Stress and anxiety are at an all-time high. Some experts even say it’s a national epidemic. Factors including work, money, social life, appearance and other responsibilities are all culprits of the rapid rise—and that’s where supplements to help reduce stress and anxiety come in.

Among Americans, 55 percent of adults reported experiencing stress most of the day according to a 2018 Gallup poll. That same poll found young people ages 15 to 49 report experiencing the most stress. “People are concerned about rising health care costs, the state of the economy and their own health, and are looking for cost-effective, convenient and safe ways for managing their stress,” said Arik Johnson, vice president of sales at California-based Genexa, Inc.

Hannah Braye, registered nutritionist and senior technical advisor at Florida-based ADM Protexin, added, “There is a substantial market for supplements that can help support consumers through times of stress.”

As part of the ever-growing wellness trend, more consumers are turning away from prescriptions and looking for more natural solutions to alleviate their troubles. Research shows consumers are willing to pay more for products with clean labels and value products that are natural and organic.

“As we are gradually becoming more aware that the hustle and busy lifestyle habits are huge contributors to high stress levels, consumers are gravitating to natural products to help support their wellbeing,” said Lindsay Kluge, MS, CNS, LDN and herbalist at Pennsylvania-based Pukka Herbs. “Fortunately, this is an area of health where high-quality herbs can really shine.”

Top Three Trending Ingredients

There are a whole variety of ingredients that can be useful to help reduce stress and anxiety. The key is to help regulate certain chemicals. “The imbalance of the neurotransmitters serotonin, dopamine, norepinephrine and gamma-aminobutyric acid (GABA) are specifically believed to be linked to mood and anxiety disorders,” said H.R. Payne, senior advisor of strategic marketing and business development at Texas-based Quantum Nutrition Labs. He explained the benefit of each:

• Serotonin assists in keeping us emotionally stable, and our sleep and eating patterns consistent.
• Dopamine allows us to feel pleasure, process feelings and care for others.
• Norepinephrine gives us the ability to be aroused and to have energy and drive. It controls our “fight or flight” instincts.
• GABA helps us control anxiety, impulses and helps us maintain a balanced thought process.

Among the manufacturers that spoke with Vitamin Retailer, there were just a handful of ingredients that were largely featured across the board within their products.

Magnesium

Research shows there is a correlation between magnesium levels and stress levels. Magnesium is believed to help improve brain function by aiding in the regulation of neurotransmitters. That regulation is said to help reduce anxiety. Magnesium may also offer a variety of other benefits including pain reduction, lowered blood pressure and help with sleep.

Although magnesium is found in foods such as avocados, dark chocolate, nuts and leafy greens, most people are not consuming enough of it. “Many naturally grown foods contain magnesium, but its consumption has significantly decreased in the last few decades because of changes in dietary habits, increased food processing, and depletion of minerals in the soil,” said Braye of ADM Protexin. “Therefore, many people may benefit from magnesium supplementation.”

CBD

CBD is also a popular ingredient consumers turn to for issues with stress. Research shows CBD use may help reduce stress and anxiety by aiding the body’s serotonin levels. Low serotonin levels are believed to result in symptoms such as depression and anxiety.

“This isn’t surprising, considering the way that cannabinoids like CBD from hemp, or cannabinoid-like compounds like alkamides work in the body and mind,” said Cheryl Myers, chief of scientific affairs and education at Wisconsin-based EuroPharma, Inc. “They preserve our own natural endocannabinoid compounds, including anandamide and 2-AG, while both of these endocannabinoids interact with receptors in the brain and body that determine how we experience pain, nervousness and a whole host of other responses. Bear in mind, too, that our endocannabinoid system uses omega-3 fatty acids as a kind of ‘scaffold.’ So, if a person’s level of omega-3s is low (and that can often be the case with depression or anxiety), their mind and body is going to have a tough time facing stressors.”

While CBD may be useful and popular, users should be cautious. Not all hemp is grown equally. “Hemp extract’s nutrient content and phytochemical properties can vary dramatically depending on its growing and harvesting method and production process,” said Payne of Quantum Nutrition Labs. “We have found many sources of hemp products to be poorly grown or contaminated with added synthetic cannabinoids. As a result, standard hemp products may not offer the full spectrum of benefits that are typically cited in scientific literature.”

That said, Jade Beutler, CEO of California-based Emerald Health Bioceuticals believes there may be even better options with similar healing properties to CBD on the horizon.

“I believe we’re starting to see a movement toward other beneficial cannabinoids and cannabimimetics (plants with similar pharmacological effects of those found in cannabis) to address health concerns,” Beutler noted. “Research now shows there are other plants besides cannabis and hemp that can support the endocannabinoid system in the same way. These are herbs and botanicals you’re already familiar with like ginger, clove and echinacea—all rich in cannabimimetics that interact with the endocannabinoid system to promote balance. And this is especially critical for consumers who are unable to consume hemp due to workplace drug testing, aren’t seeing desired results from CBD or who feel more comfortable using a 100 percent legal, third-party tested and research-backed product.”

Ashwagandha

Withania somnifera, also known as ashwagandha, is another ingredient known for its stress-lowering abilities. It is believed to work by lowering and regulating cortisol hormone levels—which are produced when the body is stressed. In addition to helping alleviate stress, ashwagandha is also believed to help lower blood sugar levels, possibly aid with fertility in men, fight inflammation and boost memory.

Holly Prugar, manager at the New York-based retail store Mustard Seed, said ashwagandha is one of her bestselling herbs among customers who are looking for products to help with stress and anxiety. “There are many supplements that are excellent for stress and anxiety. We tend to look for products with adaptogenic herbs such as ashwagandha, rhodiola, and/or holy basil,” Prugar said. “We also tell customers about the benefits of foundational supplements such as magnesium, whole-food B vitamins, whole-food C complex, whole-food multivitamin. These supplements can help customers better handle stress.”

What’s the Problem?

Despite the popularity of stress and anxiety supplements, there are, of course, a series of problems retailers likely face when it comes to selling these supplements. One difficulty is convincing consumers. Although more consumers are looking for alternative ways to ease stress and anxiety, some still remain skeptical.

For some, they simply do not believe supplements may work and do not fully understand the potential benefits. It’s important to educate consumers, so that they understand why. “We have to remember that the body can’t manufacture a mineral; it must be consumed,” said Darrin Starkey, ND and manager of training and education for Utah-based Trace Minerals. “Under normal conditions, we should be getting our minerals from the food we eat and the water we drink, but with soil depletion becoming more and more of an issue, and our water sources becoming questionable, we have to wonder if we are really getting the minerals we need. So, while we wouldn’t stop breathing just because we don’t think we need oxygen anymore, we shouldn’t stop taking our minerals either.”

Myers of EuroPharma added, “people may not expect herbal supplements to make much of a difference—especially if they’re looking for anxiety and stress relief right away. To be fair, many botanicals do take longer than prescription drugs to have an effect. But not always—not with the right ingredients.”

But that note about supplements taking longer to work, actually speaks to another difficulty manufacturers have noticed. It boils down to instant gratification. Consumers want things to work fast and feel relief yesterday.

Retailers have to remind consumers that there is no magic pill, said Braye of ADM Protexin. “Anxiety and other manifestations of stress are the body’s way of saying that it doesn’t feel safe in its current situation. Taking steps to alleviate the root causes of stress (for example, changing jobs or taking on less tasks) is therefore the best solution. However, this isn’t always so simple, so supplements that can help to support the body’s stress responses in the meantime can be useful, but shouldn’t be marketed as a cure-all.”

Manufacturers agree the best approach is to be upfront when educating consumers who are looking to stress and anxiety supplements for relief. “Stress can affect people in a variety of different ways,” Braye explained, “for example, poor sleep, skin breakouts, menstrual irregularities, digestive issues, anxiety or depression, low libido, infertility, cardiovascular disease and autoimmunity are all associated with stress.”

While many of the supplements offer a combination of ingredients that generally help to promote calmness, whether or not a supplement works can be dependent on truly getting to the bottom of the problem and understanding where the anxiety is stemming from. “Stress is considered a disease state and we are not in the business of curing diseases,” said Rochelle Matla, national educator for Florida-based Natural Vitality. “Our goal is to make lives healthier by creating supplements that support healthy body functions.”

Even in cases where consumers are on board with taking supplements and are happy with the product, encouraging consistency is another hurdle to face. Starkey of Trace Minerals said he knows this well. “All too often we see consumers take the products, begin to feel good and then quit taking them,” he said. “I can’t tell you how many times over the last 29 years of my career I have had customers contact me, after having followed this very scenario, and wonder why they aren’t feeling good anymore. While the reasons for quitting may vary, the end outcome is almost invariably the same.”

Stress and Anxiety Product Spotlight

• Natural Factors CalmBiotic provides support for anxiety and a healthy mood by aiding in microbiome and gut-brain maintenance. The product temporarily modifies gut flora to address both the physical and psychological symptoms of stress. Karen Jensen, ND and health educator for Washington-based Natural Factors added, “research has shown that Lactobacillus helveticus and Bifidobacterium longum have been recognized for their ability to modulate mood through their effect on the gut-brain axis and microbiome. Probiotics influence emotional well-being in a variety of ways, including modulating inflammation that can affect brain function, and through effects on brain chemicals such as serotonin.”

• Pukka Herbs has introduced three varieties of tea formulas to address stress and anxiety. Night Time is a blend of organic oat flower, lavender, licorice and limeflower. It is recommended to be taken at night before bed to promote restful sleep. Relax is a blend of sweet fennel, chamomile, licorice root, oat flowering tops, cardamom pods, ginger root and marshmallow. The formula aids with stress reduction and digestion. The final tea called Chamomile, Vanilla and Manuka Honey, includes these ingredients along with fennel seeds and licorice root to promote calming and quiet anxiety.

• Quantum Sleep and Mood by Quantum Nutrition Labs promotes deep, restful sleep, and aids with mood, relaxation and emotional well-being. It includes magnolia bark extract, saffron extract, magnesium, L-theanine, valerian root extract, organic lemon balm, organic passion flower and organic lavender. Payne added, “the legendary ingredients in Quantum Sleep and Mood offer a class of distinctly active compounds that deliver the selective ability to moderate the central nervous system promoting a healthy response to occasional stress.”

• Trace Minerals Stress-X Magnesium Powder comes in two flavors, lemon-lime and raspberry-lemon. Thanks to its powder form, it is easy to add into water and aids in reducing stress and anxiety by relaxing muscles. Trace Minerals also offers magnesium supplements in tablet and liquid forms, so consumers can choose the delivery option that works best.

• AnxioCalm by EuroPharma was created to provide relief from stress and nervousness. It is recommended to be used as needed. Narrow-leaved coneflower, root extract, magnesium stearate and silica are among the product’s ingredient list. Myers added, “it features a clinically studied, specialized extract of Echinacea angustifolia, and was pioneered in Hungary. The researchers there recognized that various species of echinacea contains plant compounds called alkamides that have the potential to support the endocannabinoid system much like phytocannabinoids from hemp.”

• North American Herb & Spice Ashadrene Raw Drops and Capsules contains a blend of ashwagandha root, ginger and royal jelly to help alleviate stress and anxiety by supporting the body’s adrenal glands and mood response. Judy Gray, founder and CEO of the Illinois-based company added, “the raw drops are certified organic and both formulas are fortified with 3x royal jelly. Royal jelly also acts as an adaptogen in that it supports healthy adrenal function and increased energy.

• Bio-Kult Migréa by ADM Protexin is formulated with magnesium and vitamin B6, to aid with regulating the nervous system. Additional vitamin B6 can help ward off inflammation. Citing a study, Braye added, “Bio-Kult strains significantly improved overall symptom severity in IBS (irritable bowel syndrome) patients and was well tolerated. Significantly though, as well as relieving IBS-D symptoms, the Bio-Kult strains were also shown to markedly improve all aspects of quality of life. This includes psychological issues, such as anxiety about health, depression, lack of enjoyment of life and feelings of having to avoid stressful situations.”

• Endo Calm by Emerald Health Bioceuticals promotes natural relaxation and stress relief by aiding the body’s endocannabinoid system. The product is formulated to activate CB1 and CB2 receptors with a twist—it’s cannabis-free. Ingredients include ashwagandha, Echinacea purpurea and PharmaGABA. Beutler added, “what’s incredible about the ECS is that, when supported, it acts as a powerful buffer against stressful experiences and emotions to keep you calm and balanced no matter what is happening around you.”

• Natural Vitality has introduced magnesium glycinate capsules to its Calm lineup to help address stress and anxiety needs. In addition to magnesium, the capsules include lavender and lemon balm. Matla added, “magnesium glycinate is a water-soluble, highly bioavailable form of magnesium. We’ve also formulated our capsules with B6 to support healthy nerve cells, as well as lavender and lemon balm extracts for their long-known calming effects.”

• Calm Keeper for Children by Genexa, is one of the company’s top selling products. It addresses symptoms of stress such as anxiety, nervousness and irritability. VR

For More Information:

ADM Protexin, Inc., www.bio-kult.com
Emerald Health Bioceuticals, https://emeraldhealthbio.com/
Genexa, Inc., www.genexa.com
Natural Factors, www.naturalfactors.com
Natural Vitality, www.naturalvitality.com
North American Herb & Spice, www.northamericanherbandspice.com
Pukka Herbs, www.pukkaherbs.com
Quantum Nutrition Labs, www.qnlabs.com
Terry Naturally/EuroPharma, www.europharmausa.com
Trace Minerals, www.traceminerals.com

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