Supplementing for a Good Mood

by Eric Munson | November 1, 2024

Many consumers, including young adults, are looking for natural ways to support their mental well-being.

Good mood supplements are growing more popular in the natural products market as the world grows increasingly more stressed and anxious.

According to Polaris Market Research, the global mood-enhancing supplement market was valued at $617.6 million in 2022 and is expected to reach more than $1.1 billion by 2032, growing at a compound annual growth rate (CAGR) of 6.5 percent.

“The growth in the mood and well-being supplementation market has been a rollercoaster due to the pandemic, the rise and uncertainty of CBD, the negative headlines around melatonin, the increased wave of medicinal mushrooms, as well as the more profound understanding of the gut-brain axis,” said Dr. Liki von Oppen-Bezalel, business development director at Israel-based TriNutra.

Sébastian Bornet, vice president global sales & marketing for Horphag Research/Pycnogenol (Geneva, Switzerland) added, “The market related to cognitive functions and performances, and mood-enhancing supplements is seeing a shift toward natural solutions. Living a busy, fast-paced lifestyle is what continues to fuel the mood-enhancing supplement market today. Consumers are looking for natural, safe and evidence-based supplements.”

Good Market Trends

According to a survey from Nutrition Business Journal (NBJ), about 60 percent of Generation Z (1997-2012) who are dealing with stress, anxiety and mood challenges are taking supplements to address and improve these conditions. NBJ also noted the mood/mental health category experienced more than double the growth rate of the supplement industry in 2023.

Tim Prince, chief sales executive at OmneDiem (Ann Arbor, MI) said the U.S. market for brain health supplements has seen a significant surge driven by an increased awareness of cognitive decline and a demand for natural solutions. He said consumers are searching for ingredients that maintain health cognitive function such as citicoline, omega-3 fatty acids and ashwagandha.

“In the past several years, the gut-brain axis has been increasingly identified as a potential co-conspirator to cognitive decline,” Prince said. “As a result, probiotics, prebiotics and postbiotics are becoming more mainstream for their potential cognitive benefits along with personalization of nutrition.”

Retailer Travis Lemon, owner and herbalist at Tulsi at the Market in Huntington, WV, observed a lot of brands either creating combination formulas containing both mood and stress supporting ingredients. However, other brands are focused on specific formulas that may differentiate between short-term stress response and long-term mood or emotional supporting formulas.

“If the customer is willing to go through a little trial and error, there is a very good chance that these days they will find a comprehensive supplement that meets their specific needs,” Lemon said.

Lorena Carboni, senior product manager and scientific communication expert for France-based Gnosis by Lesaffre, said there is growing appeal to obtain mood-supporting ingredients in beverage formats and formats that combine mood support with stress management.

“More young adults are interested in creating and sustaining a good mood than previous generations in their 20s. We feel that this is a direct reflection of the precarious state of the world now and the 24/7 news/social media cycle,” Carboni said.

As stated by NBJ’s Condition Specific Issue (June 2024), mood and mental health sales spiked by 9.5 percent, are among the strongest pivots and are on track for dramatic growth.

“This could be due to various factors, mainly because of generally increased feelings of stress, global instability and more awareness of mental health issues, promising research on the gut-brain axis and its connection with mood, and moving away from pharmaceuticals to dietary supplements, specifically herbal ingredients, alone or combined,” von Oppen-Bezalel said.

Innovative Products

As an increasingly popular category, it is imperative for manufacturers to develop a variety of products that are tailored to consumers based on their varied needs.

“Brain support supplements can play a significant role in mood regulation support due to their impact on various neurotransmitters and brain functions,” Prince said. “Some supplements like 5-HTP, L-methylfolate, and S-adenosyl methionine, can help boost neurotransmitter levels, which in turn support a positive impact on mood.”

Gnosis manufactures Adonat, a naturally derived S-adenosyl-methionine (SAMe) that is shown to support healthy mood and emotional well-being. It is directly involved in the methylation of neurotransmitters.

“Methylation is a necessary process for neurotransmitter production. Therefore, SAMe helps support a healthy mood by managing the healthy production of neurotransmitters responsible for mood stability,” Carboni said.

In 2024, two meta-analyses focused on how SAMe supplementation positively impacted depressed mood in participants. Both studies had similar conclusions. According to researchers, SAMe supplementation “may provide relief of depression symptoms similar to that of some pharmaceuticals” and “may offer a moderate therapeutic benefit in alleviating depressive symptoms.”

“The publication of these new meta-analyses is significant for the health care industry and patients alike,” Carboni said. “The findings of these studies could significantly impact the way health care providers approach depression, potentially changing the course of treatment for many patients.”

In addition to its well-known Pycnogenol, Horphag also manufactures Robuvit, a standardized extract of French oak wood that has been shown to help people better deal with stressful situations, mood changes and resulting fatigue. Various clinical studies have shown patients experienced higher energy, reduced fatigue and reported improved mood after Robuvit supplementation, Bornet said.

“Mood changes, tension and nervousness are more prevalent in people experiencing symptoms related to chronic fatigue disorder than in people without,” Bornet said. “In a clinical study it was shown that Robuvit could relieve some of these symptoms.”

In this clinical study, after four weeks of regular Robuvit intake, signs and symptoms of bad mood and fatigue were significantly alleviated and energy level increased 48 percent compared to the control group. Another study with subjects with chronic fatigue syndrome (CFS) symptoms took Robuvit for six months and confirmed these positive effects.

According to Bornet, in the CFS study, unrefreshing sleep was significantly reduced by 44 percent (13 percent in the control group), problems with short-term memory reduced by 29 percent and the mood of participants taking Robuvit was significantly improved with a 58 percent reduction in low mood feelings and 49 percent less mood swings.

“And another study evaluated the effects of supplementing with Robuvit daily to help alleviate feelings of workplace burnout by reducing fatigue,” Bornet said. “Supplementation with Robuvit is shown to develop Robuvit metabolites, which make energy-generating mitochondria much more efficient, delivering a noticeable and verifiable energy boost.”

According to von Oppen-Bezalel, it is essential for the body to manage and suppress chronic high levels of cortisol to support mental well-being. Cortisol, often referred to as the stress hormone, is produced by the adrenal glands and plays a crucial role in the body’s response to stress. TriNutra’s ThymoQuin (black cumin seed oil) has been clinically shown to decrease the levels of this critical hormone.

“[Cortisol] helps manage energy by mobilizing glucose and modulating inflammation, but chronic stress can lead to elevated cortisol levels, which may cause health issues, such as weight gain, hypertension and diabetes,” von Oppen-Bezalel said.

Slawomir Gromadzki, MPH, nutritionist at HealthAid America (Sunnyvale, CA) said ashwagandha (Withania somnifera), also called winter cherry, is often nicknamed “Indian ginseng” because of its calming effect, ability to boost energy, promotion of stamina and work as a natural stress reliever. It is also one of the most highly researched and used adaptogenic herbs. HealthAid has its own high potency ashwagandha product.

“Ashwagandha contains many phytochemicals, antioxidants and nutrients. The most studied are especially withanolides (steroidal lactones), which are believed to be responsible for most of ashwagandha’s health benefits,” Gromadzki said. “The root of ashwagandha has been known for its ability to support brain function and the nervous system. It helps reduce anxiety, depression and sleep problems, [and] promotes feeling of calmness and relaxation by enhancing GABA signaling and serotonin levels in the brain.”

HealthAid also has MoodProbio, which contains a probiotic blend of strain-specific, multi-species of lactobacillus and bifidobacterium that have demonstrated ability to optimize levels of B vitamins, GABA, dopamine, tryptophan, serotonin and other chemicals associated with cognition and good mood.

“Numerous studies have showed that the microbiota living within the intestines may play a crucial role in creating various brain neurotransmitters such as GABA that have a significant positive effect on our mood,” Gromadzki said.

The Mood of Consumers

According to the Council for Responsible Nutrition’s (CRN) 2023 Annual Survey, 74 percent of Americans take dietary supplements with 55 percent as regular users. While women have traditionally been the primary purchasers of nutritional supplements, CRN’s survey revealed a more balanced, nearly equal gender ratio of 51 percent female and 49 percent male.

“This gender balance in supplement usage reflects the inclusivity of the trend. It’s also important to note that women, who are more often diagnosed with mood disorders, are increasingly open to alternative medicine,” von Oppen-Bezalel said. “The diverse range of buyers for mood support supplements includes students, parents, busy professionals and active individuals who prioritize mental well-being in their overall fitness routine.”

Prince said older adults still make up the bulk of customers looking for brain support supplements to address cognitive decline concerns, but it is “no longer your grandparents’ category.”

“Interestingly, there is growth in the middle-aged adult demographic due to increases in stress and the need for improved mental clarity and focus,” Prince said. “Further, there is growth in young adults and students who are searching to enhance their cognitive function, concentration and memory for academic and professional needs.”

Carboni added if a retailer asks every single customer if they want to improve their mood, the overwhelming answer will be “yes,” making good mood a category for everyone. Lemon agrees with Carboni that everyone could use a little mood or stress support.

“We have a wide variety of customers looking for mood supporting supplements. From younger college age folks to our more senior aged customers, we get a lot of interest in supplements that may support a healthy mood,” Lemon said.

According to Gromadzki, ashwagandha is a popular supplement for those who desire to improve stress control, mood, sleep quality, brain function, physical strength and endurance, hormonal balance and sexual health. MoodProbio is popular among those who suffer from low mood, anxiety, depression and irritability.

The Role of Retailers

Industry experts said it is important for retailers to educate customers on good mood products. According to Carboni, consumers are placing equal emphasis on their emotional well-being as on their physical health. It is important to recognize this shift, and retailers have a “unique opportunity” to engage customers in meaningful dialogues about supporting mental and emotional resilience.

“The first step is to acknowledge the growing prevalence of mental health challenges from the lingering effects of the pandemic to the rising stress levels among younger generations,” Carboni said. “Retailers can establish a foundation of trust and understanding by empathizing with their customers’ struggles and validating their desire to prioritize emotional wellness.”

Von Oppen-Bezalel said consumers want to make informed choices and retailers should review the supplements’ scientific evidence and encourage a holistic approach, such as combining dietary supplements with balanced nutrition, regular exercise, adequate sleep and stress management techniques.

“Importantly, retailers should not only make sure themselves that the products they provide are safe and effective, but also suggest consumers consult with their health care provider,” von Oppen-Bezalel said. “This ensures that the products they use are safe and efficient to support their health and well-being goals.”

Prince agrees with von Oppen-Bezalel that it is crucial to consult with a health care professional for personalized advice. He also added it is important for retailers to “keep it real” and not to exaggerate since every person is different.

“There are too many potential cofactors which could impact positive and negative responses, so personalization is important,” Prince said. “Retailers also need to prioritize education and transparency. Know the ingredients, potential benefits and any associated risks. Be prepared to discuss. Lastly, emphasize the overall importance of health. This includes factors like diet, exercise, stress management and sleep quality.”

Bornet also agreed with Prince that mood support requires personalization and is not a one-size-fits-all solution.

“Transparency in sourcing, manufacturing and testing is vital for consumer trust and, as a result, industry players are seeking science-backed studies and ingredients to educate consumers about the benefits of mood-enhancing supplements,” Bornet said.

Lemon explained his process for discussing good mood with his customers, “I like to ask if there is something that the customer can point to that is causing their stress or mood troubles, like work or school. If so, those customers tend to do well with a more stress-focused adaptogen formula. If they are just feeling gloomy without any specific reason, then we often suggest a more mood-focused formula that includes supplements like 5-HTP and saffron. We are always careful to suggest checking with their doctor or pharmacist before starting a mood or stress supplement especially if they are taking any medications for similar reasons.”

Science and Research

Now more than ever, manufacturers are looking at science and research so retailers can be sure products are safe and effective.

Prince said brain support supplementation is a robust category and OmneDiem requires multiple human clinical trials including randomized, double-blind and placebo controlled. He said it is important to have as much information as possible to personalize a customer’s brain support needs.

According to von Oppen-Bezalel, brand manufacturers want to see published human clinical trials demonstrating an ingredient’s potential positive effects for the end consumer.

“They also want to understand the specifics of each study, such as what was measured, the population size and type, the length, and how the outcomes were measured compared to a placebo,” von Oppen-Bezalel said. “Brands also want to understand and are very keen on the ingredient’s safety and toxicology reports and learning about the ingredient’s story and longevity in the space.”

Carboni added, “Human clinical studies confirming proven benefits and safety are of paramount concern. Knowing that manufacturers are focused on those studies, retailers can feel confident that manufacturers are offering products that will be successful in stores.”