We can all use a boost. Lack of sleep, stress at work, having a social life; it all adds up to create exhaustion that makes us rely on substances like coffee or energy drinks to keep us moving throughout the day. Ironically, those things combined can also add up to a restless nights sleep. As a result, consumers are turning to dietary supplements in the hopes of finding a healthy way to sustain their energy and get a decent nights sleep.
Energy
According to the Council for Responsible Nutritions 2019 Consumer Survey on Dietary Supplements, energy is the second most cited reason that a whopping 32% of supplement users take dietary supplements. What does that look like age-wise? The majority of supplement users (42%) who cite energy support as a reason they take supplements are between the age of 18 and 34, but consumers between the age of 35 and 54 still make up 35% of those who seek out energy products.
According to market researcher Innova Market Insights, food and beverage launches, including supplements, with energy and alertness claims grew 20%, globally, between 2014 and 2018. Sports nutrition is among the top market categories whose food and beverage launches are making energy and alertness claims, representing 38% of the global share of launches in 2018. Not only that, sports nutrition is also among the fastest growing categories, with food and beverage launches of products with energy and alertness claims growing 40% since 2014.
According to market researcher SPINS, during the 52 weeks ending October 6, 2019, energy support was one of the mainstream retail channels three bestselling ingredient categories, earning $803 million. Some of the bestselling energy-support ingredients in that channel overlap with sports nutrition, such as protein and creatine, whose sales grew 61.8% and 11.6% over the previous year, respectively. One of the most prominent sources of energy for the everyday consumer is caffeine. According to SPINS, in the mainstream channel, sales of caffeine grew 14.7% over the previous year, to $109 million.
While energy is important, consumers are also looking for balance. They are drawing distinctions between physical energy and mental energy, and understanding that superficial ideas of energy arent enough to get them through their workday or even a workout. In May of 2019, the World Health Organization classified burnout as an occupational phenomenon. It defined it as a syndrome conceptualized as resulting from chronic workplace stress that has not been successfully managed. It is characterized by three dimensions: 1) feelings of energy depletion or exhaustion, 2) increased mental distance from ones job, or feelings of negativism or cynicism related to ones job, and 3) reduced professional efficacy.1
Concerns about burnout open up the energy category to new ingredients that complement energy ingredients. For example, dietary supplement ingredients classified as nootropics, which are meant to support cognition and focus, can be marketed in sports nutrition to improve workout performance and longevity. Nootropics, such as those found in the NOOstart product from ThinkNOO, are marketed to complement your morning cup of coffee. One of its active ingredients, L-theanine, is known to reduce the side effects associated with caffeine such as the jitters, for example. By taking a capsule 30 minutes prior to ones morning coffee, consumers can expect their bodies to more efficiently process the caffeine they consume, the company says.
[Coffee] is the most consumed beverage after water, says Shannon OBrien, founder and CEO of ThinkNOO. There are these unspoken side effects of coffee that people dont often think about. The jitters, the crash in the afternoon, and what people dont often realize is that coffee does actually have a much slower breakdown cycle for how long it takes to get out of the body, especially if youre topping up multiple times a day with any kind of caffeine. So, what we then looked at was how do you level out that energy throughout the day so people have more sustained healthy energy rather than turning to cup after cup after cup, which led us to a range of different nutrients.
The connection between energy and focus is extending into the gaming space, where e-sport athletes play hours of video games, requiring focus and fast reaction times. Traditionally, energy drinks have been a big part of gaming culture, but ingredients like L-theanine and MCTs (medium-chain triglycerides), which also help the body process caffeine, open the door to healthier options.
Weve been speaking to a bunch of e-sports teams, and theyre really looking into this with scientific rigor, says OBrien. Especially when youre playing reactionary games that require a lot of precision, within 45 minutes of having caffeine, you are actually ineffective, worse than baseline. So, its at about the 45 minutes to an hour mark that you are out of your peak.
Sleep
The flipside of energy is sleep, and what we consume to keep ourselves alert during the day can have consequences for how well we sleep at night. Natural sleep aids provide a potential solution. According to SPINS, during the 52 weeks ending October 6, 2019, in the mainstream retail channel, the sleep category earned $389.8 million, growing 24.3% since the previous year. In the natural category, sleep sales grew 11.2% to $29 million. One of the bestselling ingredients in the category is melatonin, which grew in sales by 10.2% in the natural channel to $11 million, and by 26.4% in the mainstream channel to $322 million.
ThinkNOO keeps the consumers desire for restful sleep in mind with its NOOreset product, which aims to counteract the ill effects of caffeine consumption and to replenish the body of nutrients lost during the day.
The main ingredient we have in there is rutaecarpine, which is a plant extract that has really positive initial research showing it can assist with the production of key enzymes that break down caffeine, explains OBrien. On the flip side of that is that caffeine causes the absorption of a lot of nutrients of which weve looked to target and really replenish so that you get a more restful sleep and end up feeling better.
These products are an example of how the mindset around energy is shifting, taking on a more holistic approach that acknowledges the importance of the mind in our overall physical health.
Here is the original post:
Energy and sleep markets grow more sophisticated by addressing both concerns - Nutritional Outlook
- Dietary Supplements - Food and Drug Administration - December 8th, 2016 [December 8th, 2016]
- Center for Food Safety and Applied Nutrition - December 8th, 2016 [December 8th, 2016]
- Easy Cooked Dog Food Recipe - Homemade Dog Food - December 30th, 2016 [December 30th, 2016]
- Supplements - iHerb.com - January 19th, 2017 [January 19th, 2017]
- Herbal supplements' illegal ingredients pose health risk, experts warn - The Guardian - February 7th, 2017 [February 7th, 2017]
- More People Are Getting Suspicious About Their Supplementsand for Good Reason - NewBeauty Magazine (blog) - February 7th, 2017 [February 7th, 2017]
- Taiwan fungus provides anti-skin cancer supplement potential, researchers report - NutraIngredients.com - February 7th, 2017 [February 7th, 2017]
- Vitamin What? This Food-Based Supplement Line Might Be the Nutritional Antidote You're Looking For - MarieClaire.com - February 7th, 2017 [February 7th, 2017]
- Despite AAP warning, health food stores endorsed sports supplements for teens - Healio - February 7th, 2017 [February 7th, 2017]
- Jellyfish Memory Supplement Prevagen Is a Hoax, FTC Says - NBCNews.com - February 7th, 2017 [February 7th, 2017]
- Experts reveal hidden dangers behind supplements - Science Daily - February 7th, 2017 [February 7th, 2017]
- Top dentist claims sugary foods and supplements bad for nursing home patients' teeth - Irish Mirror - February 7th, 2017 [February 7th, 2017]
- A Supplement Company Sued Over Research It Didn't Like And Lost - Consumerist - February 11th, 2017 [February 11th, 2017]
- Borderline products: Marketing food supplements in the UK following the glucosamine case - JD Supra (press release) - February 11th, 2017 [February 11th, 2017]
- Consumers at risk from drug ingredients in herbal food supplements - The Pharmaceutical Journal - February 11th, 2017 [February 11th, 2017]
- Lawmakers propose cutting state food benefit program - New Mexico Political Report - February 13th, 2017 [February 13th, 2017]
- Dietary supplement could improve heart health - Medical Xpress - February 14th, 2017 [February 14th, 2017]
- Lafayette business accused of selling misbranded dietary ... - The Daily Advertiser - February 17th, 2017 [February 17th, 2017]
- Inside The Ultimate Fighter: Talent, check. Alcohol, check. Food ...? - Bloody Elbow - February 22nd, 2017 [February 22nd, 2017]
- ISU student-founded company offers unique nutritional supplements - Iowa State Daily - February 22nd, 2017 [February 22nd, 2017]
- Artefact - bespoke food supplements created by doctors and ... - PR Web (press release) - February 24th, 2017 [February 24th, 2017]
- Vitamins have unique job within the body - The Oshkosh Northwestern - February 24th, 2017 [February 24th, 2017]
- Safely Navigating the Supplement World - USA Hockey - February 24th, 2017 [February 24th, 2017]
- Ora Organic on 'Shark Tank': A Look Inside the Plant-Based Supplements - Heavy.com - February 25th, 2017 [February 25th, 2017]
- Masquelier's Grape Seed Extract as a Supplement for Vascular Health - Medical News Bulletin - February 25th, 2017 [February 25th, 2017]
- Gut bacteria determines the beneficial impacts of soy food on heart health - Pittsburgh Post-Gazette - February 28th, 2017 [February 28th, 2017]
- Cranberry Supplements: Not Bitter, Better - WholeFoods Magazine - February 28th, 2017 [February 28th, 2017]
- Stop Taking These 10 Vitamins and Supplements and Eat These Foods Instead - The Daily Meal - February 28th, 2017 [February 28th, 2017]
- What your family needs to know about IV vitamins - Deseret News - March 1st, 2017 [March 1st, 2017]
- Supplement Pitfalls Revealed by Experts - Anti Aging News - March 1st, 2017 [March 1st, 2017]
- CRN and ACI Partner for Dietary Supplements Conference - WholeFoods Magazine - March 1st, 2017 [March 1st, 2017]
- Food supplements - Food Safety - European Commission - March 1st, 2017 [March 1st, 2017]
- Stop Taking These 10 Vitamins and Supplements and Eat These Foods Instead - Huffington Post - March 2nd, 2017 [March 2nd, 2017]
- 'Amphetamine-like substance' in supplements among 2016 food alerts - Irish Times - March 2nd, 2017 [March 2nd, 2017]
- Amazon's private label Elements expands for first time in years with invite-only vitamins and supplements - TechCrunch - March 3rd, 2017 [March 3rd, 2017]
- Dog show win for Rumor is a win for food supplement company - Channel3000.com - WISC-TV3 - March 3rd, 2017 [March 3rd, 2017]
- Dog show win is a win for food supplement company - WSAW - March 4th, 2017 [March 4th, 2017]
- Supplemental living - Star2.com - March 6th, 2017 [March 6th, 2017]
- Real or Synthetic: The Truth Behind Whole-Food Supplements - March 6th, 2017 [March 6th, 2017]
- Amazon Launches Amazon Elements Supplements | Whole Foods ... - WholeFoods Magazine - March 8th, 2017 [March 8th, 2017]
- Supplements and prescriptions: a risky combination - KOLO - March 8th, 2017 [March 8th, 2017]
- A&H recalls several dietary supplements - KLTV.com - Tyler ... - KLTV - March 9th, 2017 [March 9th, 2017]
- Insurer denying Pasco teen with life-threatening food allergy - WTSP.com - March 9th, 2017 [March 9th, 2017]
- Sports, doping and supplements: Where do authorities, clubs and leagues stand? - NutraIngredients.com - March 9th, 2017 [March 9th, 2017]
- Kale is coming for everything you eat and then you - MarketWatch - March 11th, 2017 [March 11th, 2017]
- Know your supplements unregistered brands flood markets - DAWN.com - March 12th, 2017 [March 12th, 2017]
- How a Sports Dietitian Recommends Dietary Supplements - Nutritional Outlook - April 8th, 2017 [April 8th, 2017]
- WWE News: Jinder Mahal talks about fast food, supplements and accusations of PED use - Sportskeeda - June 6th, 2017 [June 6th, 2017]
- Nutrigenetics, Weight Management, and Dietary Supplements - Nutritional Outlook - June 6th, 2017 [June 6th, 2017]
- FDA Budget Cuts and Increased User Fees Are Bad for America - Morning Consult - June 7th, 2017 [June 7th, 2017]
- All of those antioxidant supplements are a huge con - INSIDER - June 7th, 2017 [June 7th, 2017]
- Everything You Need to Know About Eating Activated Charcoal - Eater - June 7th, 2017 [June 7th, 2017]
- Botanical Supplements Market to Reach US$ 69 Bn by 2025 - Persistence Market Research - PR Newswire (press release) - June 8th, 2017 [June 8th, 2017]
- Placenta Pills: Growing trend among new moms - WTSP 10 News - June 8th, 2017 [June 8th, 2017]
- Nutrients in Food Supplements: the European Court of Justice Rules on Boundaries of National Legislation Imposing ... - Lexology (registration) - June 8th, 2017 [June 8th, 2017]
- Probiotics Conferences | Europe | Asia | USA | Middle East ... - June 8th, 2017 [June 8th, 2017]
- 'I quit protein supplements for six weeks and put on muscle' - BBC News - June 13th, 2017 [June 13th, 2017]
- GUEST COLUMN: Should you take dietary supplements? - Wicked Local Easton - June 13th, 2017 [June 13th, 2017]
- UNPA launches PCQI training for dietary supplement companies - NutraIngredients-usa.com - June 14th, 2017 [June 14th, 2017]
- Vitamin Labels Are Wrong and Will Be for Years! - HuffPost - June 16th, 2017 [June 16th, 2017]
- Clarifying FDA and FTC Roles Could Strengthen Oversight and Enhance Consumer Awareness - Government Accountability Office - June 17th, 2017 [June 17th, 2017]
- Nutraceuticals could be about to become more expensive in India under GST drive - FoodNavigator-Asia.com - June 20th, 2017 [June 20th, 2017]
- Backpack meal supplements - Arkansas News - June 20th, 2017 [June 20th, 2017]
- Ghana news: Centre of Awareness clears air about food supplement ... - Graphic Online - June 20th, 2017 [June 20th, 2017]
- Backpack meal supplements - Newport Independent - June 20th, 2017 [June 20th, 2017]
- 'Normal' bowel movements vary from person to person - Reno Gazette Journal - June 20th, 2017 [June 20th, 2017]
- FDA urges caution about bodybuilding supplements - CT Post - June 20th, 2017 [June 20th, 2017]
- North America Dietary Supplements Market is expected to reach USD 68.22 billion by 2025 - PR Newswire (press release) - June 21st, 2017 [June 21st, 2017]
- Your vitamin D tests and supplements are probably a waste of money - Vox - June 21st, 2017 [June 21st, 2017]
- Alibaba Says Chinese Consumers Are Obsessed With Sneakers and Supplements - TheStreet.com - June 21st, 2017 [June 21st, 2017]
- North America Dietary Supplements Market 2014-2017 & 2025 - Market is Expected to Reach USD 68.22 Billion ... - PR Newswire (press release) - June 22nd, 2017 [June 22nd, 2017]
- Banned drugs in food supplement major challenge: FSSAI - The Statesman - June 22nd, 2017 [June 22nd, 2017]
- Scammers selling fake cures for Parkinson's and Alzheimer's are getting away with it - The Verge - June 22nd, 2017 [June 22nd, 2017]
- A Chinese vitamin MLM cult is replacing healthcare for poor Ugandans - Boing Boing - June 23rd, 2017 [June 23rd, 2017]
- Testosterone Wars - The Atlantic - June 23rd, 2017 [June 23rd, 2017]
- FSSAI committed to robust and unambiguous standards for food supplements - Catch News - June 23rd, 2017 [June 23rd, 2017]
- Clinical pharmacist Carrie Beth Smith discusses dietary supplements and their role in wellness - Southeast Missourian - June 26th, 2017 [June 26th, 2017]
- Protein supplements are considered food - Burlington Times News - June 26th, 2017 [June 26th, 2017]
- Supplements & Nutrition Packaging: Food & Pharma Demand for Advanced Packaging on the Rise - Edition Truth - June 26th, 2017 [June 26th, 2017]
- Methylsulfonylmethane (MSM) Market Is Expected To Reach Over US$ 10 Bn By 2023, Expanding At A CAGR Of 7 ... - Technorati - June 26th, 2017 [June 26th, 2017]