The Sleep, Stress & Mood Triangle

by Joy Choquette | September 2, 2025

What’s new in the market addresses a variety of needs.

While the pandemic is in the world’s rearview mirror now, a new one seems to be taking over: the perfect stormy triangle of high stress, poor mood and a lack of good sleep. This appears to be one of those “What came first, the chicken or the egg?” scenarios. Poor sleep can affect one’s mood and the ability to handle stress in a healthy way. But stress can also cause a lack of sleep, insomnia or hyposomnia. And one’s mood can be affected by either—or both—stress and inadequate sleep.

Natural product manufacturers have been working to create or improve existing natural health products that may help each of these challenging issues.

What Are Consumers Looking for in Mood Support Products?

Neil Edward Levin, CCN, DANLA, senior nutrition education manager at Illinois-based NOW, stated that when it comes to dietary supplements, ashwagandha is one of the most popular for stress busting. “Saffron is another up-and-coming botanical in the stress relieving category* and various amino acids that affect serotonin, melatonin and related pathways in the brain continue to be popular and useful for consumers,” Levin said. He also finds essential oils to be very helpful. NOW’s “Take a Zen Ten” is a relaxing essential oil blend that contains a mix of organic lavender, orange, and patchouli along with conventional oils like tangerine, ylang ylang complete, chamomile and sandalwood with a base of organic jojoba oil. “You can apply to the soles of feet, back of neck or pulse points for a dose of calm,” said Levin.

The Vice President of Global Sales and Marketing at Horphag Research, a manufacturer located in Switzerland, is Sébastien Bornet. Today’s consumers, according to Bornet, are increasingly drawn to natural, evidence-based solutions for managing stress and improving sleep. He noted, “Ingredients that provide holistic benefits without stimulating side effects are gaining traction.”

At Betsy’s Health, a retailer in Texas, Ramona Billingslea is marketing manager. She noted that the store has seen an uptick in shoppers looking for products in the mood, stress and sleep categories. “We’ve seen an increase in demand for these categories, especially since the pandemic,” Billingslea noted. “A very large number of our customers express the need or desire for some kind of support for stress and/or mood. Sleep support can also be a frequent request,” she noted. “We live in a chaotic world where we can know too much and too easily feel that we do too little,” Billingslea explained. “The categories of stress/mood and sleep support will surely continue to grow as our modern world continues to get more complicated.”

Wearable technology is one of the top trends noted by Senior Director, Brand & Creative at the manufacturer, Blueshift Nutrition (Massachusetts), Esen Pence. This technology empowers people to better understand their stress levels and sleep patterns, Pence noted. “When combined with AI-powered coaching and real-time stress monitoring, this opens up exciting opportunities for more effective, targeted supplements,” he said. “With these tools, we can now clearly show people just how immediate the impact of our formulations can be—helping them make more informed choices for their mind and body.”

Carl Germano, CNS, CDN, and vice president of Verdant Nature, acts as a consultant to Bluebonnet, a manufacturer in Texas. He stated there are several areas in which growth is occurring in this category. Personalized supplementation is one. More companies are leveraging DNA kits, gut microbiome testing and wearable technology to create customized solutions for individuals.

Psychobiotics is another area that’s continuing to see interest and growth. This includes probiotics and prebiotics, which may help boost moods and positively influence mental wellbeing, Germano noted. Curated bundles and adaptogen stacks emphasize blends rather than single ingredients, he explained, which often increases their effectiveness. These are just a few of the areas of growth in the stress, mood and sleep category. “Overall, the 2025 market is marked by a shift toward personalization, microbiome-targeted approaches, and advanced adaptogenic blends for combined stress, mood and sleep benefits, driven by both consumer demand and evolving research,” Germano stated.

Advancements Made in The Stress, Mood, and/or Sleep Category

“Going beyond traditional remedies for sleep and relaxation, newer options are available for those who want to try something different,” said Levin. “Traditional herbs for calming and sleep—such as hops, valerian and passionflower—are being used along with nutrients such as GABA, L-theanine, taurine, 5-HTP or melatonin to expand the scope of a formula to affect various biochemical pathways with the aim of overcoming barriers to a calmer day and a better night’s sleep,” Levin stated.*

But newer options are available, noted Levin, giving the example of saffron. “Saffron’s golden-yellow ‘stigma’ are tiny thread-like parts of the flower containing the carotenoid crocin, similarly to how marigold flowers yield the carotenoid lutein,” explained Levin. New research suggests that saffron may support a positive mood and relaxed attitude and may promote restful sleep by influencing neurotransmitters such as serotonin and GABA, which affect mood and the snacking urges so many people are trying to avoid, Levin notes. “Other studies indicate that saffron is a potent free radical neutralizer and may provide immune support.”* He explained, “NOW uniquely uses only whole saffron stigma powder, rather than an extract, in our 50 mg Saffron capsules.”

Cheryl Myers, chief of scientific affairs and education with Terry Naturally/EuroPharma, Inc. (Wisconsin), noted that while advancements in ingredients in any category are always exciting, without proper absorption, many ingredients will simply pass through the body unused. “I would contend that the real advancements are in absorption enhancement,” stated Myers. “Because no matter what the nutrient or formula, it must absorb in order to be useful.” She stated that one of the company’s biggest advancements recently was its development and use of GammaSorb (gamma cyclodextrin) in select formulas. This, she noted, may create a boost in absorption rates. “Gamma-cyclodextrin improves the absorption of fat-soluble nutrients by enveloping them in a water-soluble shell. To be more specific, gamma cyclodextrin is a plant-derived molecule that surrounds fat-soluble ingredients in an open-ended microscopic structure, the exterior of which is water soluble,” said Myers. “This escorts the ingredients to the walls of the intestines for better absorption.”

Billingslea noted that there are important considerations for customers who are also taking prescription medications when it comes to supplementation. “One challenge of this category is trying to help customers who already take prescription drugs for disease-state anxiety and depression—as opposed to those dealing with everyday or situational stressors looking to bring balance to their bodies and minds,” she stated. “Most adaptogens and herbs are contraindicated with anxiety, depression and sleep drugs. But we can help these customers with vitamin and mineral needs that actually increase when someone is on medications because the medicines themselves deplete the body of nutrients like B vitamins and magnesium. By helping customers fill nutrient gaps, we help them feel their very best,” Billingslea stated.

Ashwagandha has long been a staple in the arena of stress reduction. However, a new use for it has recently emerged. Dr. Krys Araujo-Torres is the head of U.S. medical affairs at Garden of Life, a manufacturer in Florida. She stated, “Though ashwagandha has long been used in traditional and alternative medicine to lower stress and improve sleep, recently there’s been rising consumer and clinical interest in using ashwagandha as an alternative supplement for sleep and mood support,” Araujo-Torres noted, “As a clinically studied adaptogenic herb, ashwagandha nourishes your adrenal glands, which research suggests may help you manage stress and can also support healthy cortisol response.”1

Director of Sales at Wakunaga of America Co., Ltd., a manufacturer in California, Jay Levy, noted, “Ashwagandha (Withania somnifera) is hugely popular among consumers seeking to reduce feelings of stress and anxiety. That’s not surprising since this traditional ayurvedic herb is known for its adaptogenic properties, helping the body manage stress and promoting overall well-being,” he said. “During a systematic review in the Journal of Alternative and Complementary Medicine, researchers concluded that supplementing with ashwagandha significantly improved anxiety and stress scores compared to a placebo.”2 Levy stated that he’s also excited about more recent studies showing a link between the effects of the herb on the hypothalamic-pituitary-adrenal (HPA) axis, which, he noted, is a main regulator of the body’s stress response.

Slawomir Gromadzki, MPH, nutritionist with California-based HealthAid America, noted that companies are investing in more research-backed ingredients. “There’s also growing interest in combining botanicals and amino acids in ways that help the body manage occasional stress and support relaxation,” he said. Additionally, “Recent studies are highlighting the potential of well-known ingredients like ashwagandha and magnesium to support relaxation and stress resilience,” he stated. “With growing interest in standardized, clinically studied extracts.”

Germano stated that one ingredient the company is excited about is Apigenin, which may help promote sleep by interacting with the GABA receptors in the brain. This, in turn, can promote relaxation and reduce neuronal excitability, said Germano. “This makes it easier to fall asleep and maintain restful sleep throughout the night,” he noted. “Additionally, apigenin may reduce stress hormone (cortisol) levels, lower oxidative stress, and increase sleep-promoting neurotransmitters, such as serotonin and BDNF in brain regions associated with sleep regulation. This combination of effects helps reduce anxiety, accelerate sleep onset, improve sleep quality and promote a deeper, more restorative sleep,” he said.

Which Delivery Method Is Most Popular in These Categories?

Gromadzki stated that convenience and experience are shaping delivery formats. “Gummies, powders, effervescent tablets and liquid shots are gaining popularity, especially when paired with clean-label claims,” Gromadzki stated. “Time-release capsules are also being explored for extended nighttime support.”

Billingslea noted that customers of Betsy’s Health still prefer capsules, though liquids and powders are sometimes requested. “That being said, we are bringing in more liquids, powders and lozenges/sublinguals, as more and more customers are tired of or can’t swallow pills,” she said. “We have also been experimenting with other delivery methods like patches and strips that melt under the tongue to see how popular these methods might be for our customers.” Billingslea explained that the store tends to avoid gummies due to high sugar content and inadequate amounts of potency in their active ingredients.

Despite this, Levin stated that gummies are still a favorite among many consumers. These are, however, typically very difficult to standardize in terms of active ingredients, Levin explained. “Studies have shown that even something as simple as melatonin gummies have a wide variation in strength compared to labeling; this is because most gummy manufacturers have a difficult time standardizing products to dietary supplement GMPs (good manufacturing practices).

“The process of making gummies involves making a liquid blend, but the ingredients often settle unevenly in the mixture as the gummies form,” Levin explained. Because of this, NOW focuses more on using clinically validated ingredients at clinically relevant dosing in capsule form to give consumers dietary supplements that are guaranteed to meet label claims.

At Horphag Research, Bornet explained, “Consumers are increasingly seeking convenience, transparency and efficacy in supplement delivery. This has led to interest in capsule and soft gel formats with clinically substantiated dosages, as well as clean-label formulations with minimal additives.” he noted that with the company’s product, Robuvit, the standardized extract can be easily integrated into a variety of delivery systems, including capsules, sachets and functional beverages. This is done, Bornet said, without compromising its efficacy.

Levy noted that one thing consumers want—and have a right to—is the reliability of the ingredients in the products they’re consuming. He explained that not all ashwagandha supplements on the market today are created equal. Adulteration is common, with some manufacturers using cheaper stems and leaves instead of the highly praised root, said Levy. According to a 2020 study published in the Journal of Ethnopharmacology, DNA barcoding showed significant botanical adulteration in the market samples of ashwagandha,”3 The adulterated samples, Levy stated, contained plant material that is not related to ashwagandha. “These findings emphasize the importance of testing and quality control,” he said.

What Key Ingredients Are Individuals Looking For?

Pence noted that two “tried and true” ingredients remain popular in the mood, stress, and sleep categories. “When it comes to managing stress, ashwagandha really leads the way,” Pence noted. It’s included in the company’s Blueshift Calm formulation, Pence noted, along with L-theanine and lemon balm. “For sleep, melatonin remains the go-to ingredient, often paired with calming botanicals like valerian, chamomile and passionflower. But we’ve taken a more thoughtful approach with our Blueshift Sleep formulation,” Pence explained. “Many people today prefer not to overdo melatonin, so we include a gentle, balanced dose. Then we round out the formula with a blend of 12 comprehensive, complementary active ingredients, including real whole-food extracts like kiwi juice and tart cherry for natural support.”

At Besty’s Health, Billingslea agrees with Pence that ashwagandha is one of the most popular ingredients customers come into the store seeking. “CBDs are another request we often hear, though many people feel a stigma about them and others must avoid them because of their job requirements,” noted Billingslea. “Our other popular ingredients in the stress/mood category include holy basil, L-theanine and rhodiola.”

In the sleep category, Billingslea stated that customers are looking for melatonin most often, followed by homeopathic remedies designed to support better sleep. “Combination herb products with passionflower, hops, etc., are also popular among those who can’t do melatonin,” said Billingslea.

Araujo-Torres stated, “We are seeing increased interest and conversation around the need to de-stress and have better sleep support. With trends developing around the Sleepy Girl Mocktail4 and more recently the Cortisol Cocktail,5 it’s clear that consumers are looking for healthy ways to help them relax,” Araujo-Torres noted. “These are both supplement-based recipes that include forms of magnesium, known to support relaxation and a better night’s sleep.”

No matter which comes first in the equation—stress issues, sleep problems or mood challenges—many potentially helpful natural products may help individuals to experience less stress, better sleep and a more positive and balanced mood.VR

*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.

References:

1 “Ashwagandha: Is it helpful for stress, anxiety, or sleep?” National Institute of Health Fact Sheet. May 2, 2025. https://ods.od.nih.gov/factsheets/Ashwagandha-HealthProfessional/.

2 Pratte MA, Nanavati KB, Young V, Morley CP. An alternative treatment for anxiety: a systematic review of human trial results reported for the Ayurvedic herb ashwagandha (Withania somnifera). J Altern Complement Med. 2014;20(12):901-8.

3 Amritha N, Bhooma V, Parani M. Authentication of the market samples of Ashwagandha by DNA barcoding reveals that powders are significantly more adulterated than roots. J Ethnopharmacol. 2020 Jun 28;256:112725. doi: 10.1016/j.jep.2020.112725. Epub 2020 Feb 29. PMID: 32126246.

4 “Sleepy Girl Mocktail: The Trendy Drink for Bedtime Relaxation,” Better Homes & Gardens, April 8, 2025. www.bhg.com/sleepy-girl-mocktail-11678941.

5 “The ‘Cortisol Cocktail’ Isn’t Just Delicious—It Also Works,” Vogue, June 22, 2025. www.vogue.com/article/the-cortisol-cocktail.