5 chill ingredients for stress support supplements

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Forty-three percent of adults feel more anxious this year than last, according to the American Psychiatric Association. In fact, Gen Z and younger Millennials noted feeling “completely overwhelmed” by stress. The U.S. Surgeon General called parental stress an “urgent public health issue.” Even prescriptions for puppy Prozac to sooth canine anxiety are soaring. There is, however, one group that should be sailing along stress-free: Marketers and manufacturers of stress support supplements. 

Mood and mental health is now among the fastest-growing conditions in supplements — and Nutrition Business Journal analysts forecast that expansion to continue. They estimated 7.3% growth for 2024 in a market expected to be more than 60% bigger than it was pre-pandemic. By 2027, they foresee the mood and mental health category to close in on $2 billion in sales. 

The ingredient bench for formulators is deep. While ashwagandha (Withania somnifera), sometimes called the “king of ayurvedic herbs,” commands the royal share of sales in the market with 18.4%, nearly 50% of sales come from ingredients that fall into the “other” category — giving formulators a rich palette to pull from. Each works via a different mechanism to help reduce anxiety, promote relaxation and improve overall mental well-being. 

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Here’s a look at five top options for inspiration. Dig into the medical literature to learn more about possible combinations that could meet the market’s growing demand for natural stress-relief solutions. 

Ashwagandha 

Just a few years ago it was, “ashwa-what?” The burgeoning botanical has grown, however, to become the No. 1 ingredient in the mood and mental health category. More than 60% of consumers are aware of ashwagandha, according to 2022 proprietary Innova Insights data — way more than are aware of the Electoral College. Sales of the ingredient in this category are expected to reach $308.8 million in 2024 at a 9.5% growth rate, per the previously mentioned NBJ report. 

Used for thousands of years in ayurvedic healing, ashwagandha is an adaptogen that helps the body adjust mentally and physically to stress. Science is catching up with ancient knowledge, boosting the ingredient’s popularity. The top two branded ingredients, Sensoril (roots and leaves) by Kerry and KSM-66 (using roots) by Ixoreal Biomed, together have more than 30 clinical studies on efficacy and safety, with more underway. The most recent on Sensoril, published in April 2024, supported the lowest clinically validated dose (125 mg per day) for stress management. 

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Mindy Leveille, senior global marketing manager of health and wellness ingredients at Kerry, noted the study “showed reduction of cortisol, stress and anxiety, furthering the body of evidence on stress and cognitive health.” 

Researcher Prasanthi Sampara of Ixoreal Biomed pointed out one resulting problem, maintaining that “high levels of adulteration are currently ongoing due to the upsurge in demand for ashwagandha roots and root extracts.” As such, Sampara urged manufacturers to test their ashwagandha for identification. 

L-theanine 

An amino acid found in green tea leaves, L-theanine promotes an alert state of relaxation, which Edward Dosz, Ph.D., VP of science and innovation at Taiyo/NutriScience Innovations, said makes it “ideal for people who need to stay focused while managing stress.” The company offers the L-theanine ingredient Suntheanine, backed by 60 clinical studies and produced by a patented process that mimics the natural process in green tea leaves, resulting in a product the company said offers consistent potency and purity. 

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“This unique amino acid is known to reduce stress and anxiousness by increasing alpha brain waves, which create a state of calm alertness,” Dosz claimed. Media mogul Taylor Swift gave the adaptogen a boost in 2019, when she announced she was taking it for anxiety. The supplement has shown to help balance the critical neurotransmitters serotonin, dopamine and GABA (gamma-aminobutyric acid), contributing to emotional well-being and helping people feel more grounded and less overwhelmed, whether they’re rocking stadiums or spreadsheets. 

Linda May-Zhang, Ph.D., VP of science and innovation at Blue California, added, “L-theanine has been shown to target psychological stress symptoms as well as physical symptoms of stress — including stress hormones — or acute elevations in blood pressure or heart rate in response to stressful situations.” Her company manufactures clinically backed L-TeaActive L-Theanine, through a bio-based enzyme-assisted process. 

Magnesium 

According to Andrea Rosanoff, Ph.D., director of Hawaii’s Center for Magnesium Education & Research, “Magnesium need soars with stress.” Yet nearly half of Americans don’t get enough of the mineral in their diet, per the National Institutes of Health. 

Low levels can make the effects of stress worse, which in turn further reduces magnesium levels, making people even more susceptible to stress in a vicious — anxious — cycle. Oliver Riemann is senior manager of marketing and business development for Albion Minerals at Balchem, makers of magnesium bisglycinate chelate. He suggested that including magnesium in a stress support supplement may help the body regulate the fight-or-flight response and mood through neurotransmitters; support the normal function of cortisol; and reduce anxiety and stress, along with its better-known sleep support attributes. 

In a recent review, 4 of 8 studies found magnesium showed positive effects on anxiety — and the market is taking note. Riemann pointed to Nielsen sales data ending Jan. 27, 2024, “Interest in magnesium supplementation is reaching new heights with the market witnessing a 25.5% growth rate in 2023.” 

He advised manufacturers to look for “optimal absorption and bioavailability, backed by science” when choosing a magnesium ingredient. And beyond that, “quality is always key. For example, when choosing a chelated form of magnesium, make sure it is fully reacted. Only true chelates can deliver unique benefits, while mixtures and inorganic salts will always fall short.” 

To read about the final two ingredients that can power your supplement innovation, download the free SupplySide Supplement Journal digital magazine — your toolbox for better business.