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Poor sleep is a growing problem among Western populations. The good news is that there are numerous products that can help your customers catch their zzz’s.
People are just not sleeping the way they want to … and the way they used to. Thus, the sleep category is one of the very few that is relevant to nearly all adults who cross your threshold.
Some of your customers may say they have problems trying to fall asleep, but once they do, they can catch some decent hours. Others are on the opposite side; they fall asleep nicely, but wake up too early, and have a toss-and-turn marathon. And then there are some whose well-being is plundered by both sleep thieves.
Either way, the quality of sleep and the ability to achieve healthy sleep are impacted. The results of long-term poor sleep are known to contribute to everything from obesity to depression and cardiovascular disease.
The most significant changes affecting the sleep category is consumer knowledge about sleep, the discoveries of the gut-brain-axis and its impact on sleep, and research into why sleep has been impacted in the past three years.
“Consumers care way more about sleep as of late, because it has come up in research consistently that sleep influences an abundance of other areas of wellness, like weight loss, appetite, skin health, mood and well-being,” underscored Nicole Avena, PhD, consultant for Jarrow Formulas. The perception of sleep, that everyone needs eight hours, has shifted, she said. Consumers are now more concerned about quality of sleep over quantity and rightfully so.
In agreement is Kimberly Griffith, MS, CNS, head of science, California-based Ombre Lab, who said she recognizes a continually growing awareness regarding the importance of adequate sleep. But, she noted, consumers are now more aware that the effects of inadequate sleep are not limited to being tired or feeling fatigued; they understand the consequences are far more impactful on their overall health and wellness.
“Over the last three to five years, emerging research has brought to life the understanding that sleep is as impactful on our health as the foods we consume. Much of the research is rooted in the newly surfacing term, the gut-brain axis. Consumers are now aware that when addressing sleep imbalances, addressing gut health should be a priority,” she explained.
Changes in daily lifestyles resulting from the year-plus stay-at-home experience may be to blame, as many people stayed up later, moved/exercised less and became more sedentary, and working from home while ill when they should be resting.
“Sleeplessness has become a common health issue for many of us, often connected to high levels of anxiety and stress. Living in a quickening fast-pace and changing environment accelerates stress and anxiety and impact sleep; often, the brain is working non-stop and once we finally get the chance to rest it is hard to fully turn off our racing thoughts,” explained Guillaume Lois, CEO Olloïs, Olloïs/Sevene USA, California.
Working from home has become another hard-to-ignore factor in sleep issues, according to Liz Cooper, Technical Advisor, ADM Protexin, who pointed out that in the United States, “the number of people working from home has risen from 20 percent before the pandemic up to 71 percent in one survey.” In addition, according to a study in the Journal of Clinical Sleep Medicine (2021), 40 percent of adults have reported a reduction in sleep quality and quantity. A new term has been coined for this, called COVID-somnia, which was experienced by a third of respondents in a 2022 survey of 2000 American adults conducted by the American Academy of Sleep Medicine.
Retailer Tim O’Brien, owner of Your Healthy Place with four locations in Michigan, related, “I have noticed a sharp increase in my customers who are stressed also asking for sleep related products. This spike has been steadily increasing since COVID-19 began.”
And there’s another recently developed phenomenon—“reverse bedtime procrastination”—pointed out Nicolas Ahlers, marketing manager for independent health food stores, Enzymedica, Florida. This is a habit of staying up too late to obtain “me time” even when tired. Other new sleep trends include sleep tracking with wearable technology, and even more screen time. “Doomscrolling entered our vocabulary, and we started to hear it mentioned in the same breath as things like blue light exposure and sleep hygiene,” he described.
Sales-supporting Stats
There are statistics that can help you begin to review, assess and potentially renovate how you “sell” sleep care to your customer base.
It is estimated that 50 to 70 million American adults have difficulty sleeping, and the CDC (Centers for Disease Control and Prevention) reports that adults need seven or more hours of sleep per night, cited Vanessa Pavey, ND, education scientist, Florida-based Life Extension. Life Extension polled 2,000 U.S. adults and found that 91 percent agree that sleep is crucial to a healthy routine and 82 percent are interested in vitamins/supplements that could improve quality of sleep. This interest is matched in sales as the sleep supplement market grew an estimated 36 percent in 2020 and 13.7 percent in 2021, according to Nutrition Business Journal’s 2021 Condition Specific Report.
Data from the 2020 National Health Interview Survey (CDC/NCHS) found that in the U.S., 28 percent of adults, 34 percent of children and 78 percent of high school students don’t get enough sleep. A recently published study noted that insufficient sleep costs the United States economy approximately $207 billion a year.
A 2021 systematic review and meta-analysis published in the Journal of Clinical Sleep Medicine took a deep dive of sleep issues during COVID on a global scale. The researchers reviewed 44 studies involving more than 54,000 participants from 13 countries, finding that 36 percent of people in all populations experienced sleep problems during the COVID pandemic.
“With the obvious decline in sleep quality and quantity, and the importance of increasing awareness in the general population of its consequences and how to support it, calls have been made for more education on sleep health in schools and colleges, the workplace and clinical practice,” Cooper reported.
Circadian Off-rhythm
Sleep/wake cycles are more disrupted in humans than ever in our history, and work-life imbalance is often the cause, especially as the once typical “9 to 5” Monday through Friday work schedule becomes quaint. People are working earlier, later and on weekends. Shift workers also often have other “side hustles,” and everyone seems to have more obligations and appointments. Further, more and more people are tied to their phones like umbilical cords, preventing the body’s ability to slowly power down for sleep.
Avena observed, “We live in a society that is constantly stressing our bodies out, even if we don’t know it. This can include technology, work-life balance and even the foods we eat. Cortisol is elevated many hours of the day and when we finally feel tired, it comes at an inconvenient time for our schedules. Then, we get a second wind at night and have trouble getting quality rest because we are stressed.”
Pavey added, “An issue that has been gaining attention is non-restorative sleep, which is waking up unrefreshed despite the appearance of normal sleep.”
Further, those who spend much of their days indoors without exposure to natural daylight and then spend their evenings in well-lit rooms staring at blue-light screens, tend to have disrupted circadian rhythms, hence, problems sleeping, said Cooper.
The Gut Connection
“Poor sleep and feelings of fatigue are often reported alongside digestive issues,” said Cooper. However, even in those who don’t suffer with GI (gastrointestinal) disturbances, sleep disorders may suggest that the microbiome may be out of balance. Indeed, said Cooper, research suggests that gut bacteria may interfere with getting a good night’s sleep. For example, various bacterial metabolites made in the gut appear to be inducers of REM sleep and may impact the transition into deeper sleep. However, if levels of these metabolites rise too high, this can result in disrupted sleep.
Evidence also indicates the microbiome is intrinsically linked to mood and stress response via the gut-brain-axis; stress and mood disorders, such as anxiety and depression, are known to negatively impact sleep. Several probiotic strains have been shown in studies to provide support for these conditions. “The microbiome appears to be sensitive to our sleep and eating patterns, with periods of disrupted sleep shown to negatively impact the composition of bacteria in the gut and the digestives system’s own circadian rhythm,” she commented.
Cooper pointed to several recent studies that present evidence that sleep quality can be improved by altering the gut microbiota through supplementing with specific strains.
• A systematic review published in Journal of Clinical Nutrition (2020) assessing 14 studies indicated that live bacteria supplementation significantly improved sleep quality based on the Pittsburgh Sleep Quality Index (PSQI).
• A 2019 study published in Frontiers in Psychiatry in 38 healthy volunteers taking a multi-strain live bacteria supplement containing both lactobacillus and bifidobacterium for six weeks found an improvement in sleep quality and mood and a reduction in depressive mood state, anger and fatigue.
• A study published in 2021in Brain, Behavior, & Immunity-Health on 20 male students during the university exam period found that while stress and depression scores increased in both the placebo group and the group receiving a bifidobacterium live bacteria supplement, overall sleep quality and duration of sleep improved significantly in the supplement group when compared to placebo.
More Than Melatonin
Melatonin has been the “go to” natural sleep aid for more than 20 years. As a supplement it fills in for melatonin that may not be released naturally by the pineal gland in response to a healthy circadian rhythm. Supplemental melatonin has been shown by numerous studies to help hasten the time it takes to fall asleep and improves sleep quality, and without the pervasive sleep hangover often experienced by pharmaceutical or over-the-counter interventions.
Although it is the top ingredient for the category, melatonin is not suitable for everyone. Some people may experience vivid dreaming when taking melatonin supplements, and there are those who find this disturbing enough to not take it.
“Melatonin can be great, but it can also cause drowsiness or other side effects like stomach pains which can hinder sleep as well,” said Avena. “Melatonin is a good choice for those who struggle to get to sleep. It works less often when someone struggles with staying asleep throughout the night.”
Cooper cited a study published in JAMA in 2022 defining the trends in melatonin use in the U.S. between 1999 and 2018, identified a quadrupling of supplemental melatonin use during the study period, and there was an increase in the number of people taking higher than the recommended dosage of 5 mg per day.
She added, “research also suggests melatonin is safe to take for up to three months but there are no studies as yet that look at long-term safety and effectiveness.”
In Griffith’s viewpoint, while supplementing with melatonin to address sleep imbalances is often what consumers turn to first, correcting the root causes of imbalances has been shown to be the most beneficial approach for long-term success. She explained, “common root imbalances shown to interfere with healthy levels of melatonin production are poor gut health, increased stress and inadequate serotonin production. Because supplementing with melatonin only supports inducing sleep and does not address what may be interfering with the natural production of the sleep hormone, this may not be the best approach for many individuals searching for sleep support.”
A healthy functioning gut microbiome is necessary to provide sufficient serotonin levels, which is the precursor to melatonin, she added. Approximately 95 percent of the body’s serotonin is in the gut, and the GI tract produces 500 times more melatonin than what is produced by the pineal gland. Therefore, “when a healthy gut makes balanced serotonin levels, it is likely that adequate levels of melatonin will be achieved, resulting in the ultimate goal of getting a good night’s sleep, making gut health vitally crucial for sleep,” she said.
Ahlers agreed, emphasizing, “Melatonin does not induce sleep; it tells your body it’s time to sleep. However, it does not address the root causes for many sleep issues.”
The Sleep-support Cabinet
O’Brien noted that his stores’ two most successful-selling sleep products “that I recommend every day” are Strata PM by Wild Theory and Snooze Fest by Lively Vitamin Co.
Strata PM gummies from Wild Theory CBD Co. contain 2.5 mg THC blended with 15 mg CBN, which is known for its sedative properties. The supplement helps quiet the mind and relax the body as well as stimulates a deeper, more restful sleep.
Lively Vitamin Co.’s Snooze Fest blends chamomile, valerian root and lemon balm, with L-tryptophan, which is a precursor to 5-HTP, melatonin and GABA.
Life Extension’s Rest & Renew contains 120 mg ashwagandha extract standardized to 35 percent withanolide glycosides with 1.5 mg immediate-release and extended-release melatonin. “Both ashwagandha and melatonin can support restorative sleep,” said Pavey.
Life Extension’s Herbal Sleep PM is a melatonin-free option that targets multiple sleep centers in the brain, according to Pavey. The formula provides lemon balm (Melissa officinalis), honokiol (magnolia tree bark extract), and chamomile (standardized to apigenin). She explained that lemon balm and honokiol help stimulate the sleep-promoting centers of the brain, while chamomile’s flavonoid apigenin helps slow down the wake-promoting centers.
“Lemon balm, an herb in the mint family, contains rosmarinic acid, which promotes relaxation by supporting
the calming neurotransmitter GABA,” she explained. In one study, 85 percent of the subjects who took lemon balm extract for 15 days experienced significant improvement in healthy sleep, while honokiol is quickly taken into
the brain and enhances GABA activity resulting in a calming effect that promotes deep sleep.
Jarrow Formulas’ Sleep Optimizer likewise features lemon balm combined with valerian root to support the body’s circadian rhythm “and can allow our bodies to feel refreshed during the day yet sleep soundly at nighttime,” said Avena.
Ombre Lab’s Mood Enhancer probiotic supports sleep through targeting the gut-brain axis, which enhances serotonin pathways to produce optimal levels of melatonin, Griffith described. Specific probiotic strains, such as Lactobacillus plantarum DR7 found in Ombre’s Mood Enhancer probiotic, was shown to support melatonin production pathways. “The formula additionally contains strains shown to suppress inflammatory cytokines, oxidative stress and harmful bacteria, providing targeted support to address common causes that directly interfere with healthy melatonin production and sleep,” she explained.
Bio-Kult Migréa is a multi-strain live bacteria supplement, containing a blend of 14 different strains, plus magnesium and vitamin B6. According to Cooper, in a 2019 study, participants reporting higher sleep quality were found to consume higher levels of vitamin B6 and magnesium. Magnesium can be highly beneficial at aiding relaxation and the normal function of the nervous system.
Enzymedica’s magnesium is an essential mineral that supports vital processes of the mind and body; it relieves tension and supports soothing slumber. Ahlers explained, “This mineral also helps activate the parasympathetic nervous system, and it is in charge of shifting you toward a state of peaceful calm and relaxation. Magnesium helps regulate certain neurotransmitters as well as melatonin, which is tasked with maintaining the body’s internal clock (circadian rhythm).”
Enzymedica recently launched Magnesium Mind that supports better quality sleep as well as tension relief. It is made from a patented magnesium, ATA Mg that has been shown to provide 24 percent faster absorption than other magnesiums, according to Ahlers.
Sleep is on almost everyone’s minds. Perhaps clever and attention-getting window signage declaring that your store can help people sleep better may help increase traffic and customers. Once they feel they sleep better, they will become more eager to try new supplements and products for other areas of their health. See what good sleep can do? VR
For More Information:
ADM Protexin, www.bio-kult.co.uk
Enzymedica, www.enzymedica.com
Jarrow Formulas, www.jarrow.com
Life Extension, www.lifeextension.com
Lively Vitamin Co., www.livelyvitaminco.com
Olloïs/Sevene USA, www.ollois.com
Ombre Lab, www.ombrelab.com
Wild Theory CBD Co., www.wildtheory.com
Poor sleep is a growing problem among Western populations. The good news is that there are numerous products that can help your customers catch their zzz’s.
People are just not sleeping the way they want to … and the way they used to. Thus, the sleep category is one of the very few that is relevant to nearly all adults who cross your threshold.
Some of your customers may say they have problems trying to fall asleep, but once they do, they can catch some decent hours. Others are on the opposite side; they fall asleep nicely, but wake up too early, and have a toss-and-turn marathon. And then there are some whose well-being is plundered by both sleep thieves.
Either way, the quality of sleep and the ability to achieve healthy sleep are impacted. The results of long-term poor sleep are known to contribute to everything from obesity to depression and cardiovascular disease.
The most significant changes affecting the sleep category is consumer knowledge about sleep, the discoveries of the gut-brain-axis and its impact on sleep, and research into why sleep has been impacted in the past three years.
“Consumers care way more about sleep as of late, because it has come up in research consistently that sleep influences an abundance of other areas of wellness, like weight loss, appetite, skin health, mood and well-being,” underscored Nicole Avena, PhD, consultant for Jarrow Formulas. The perception of sleep, that everyone needs eight hours, has shifted, she said. Consumers are now more concerned about quality of sleep over quantity and rightfully so.
In agreement is Kimberly Griffith, MS, CNS, head of science, California-based Ombre Lab, who said she recognizes a continually growing awareness regarding the importance of adequate sleep. But, she noted, consumers are now more aware that the effects of inadequate sleep are not limited to being tired or feeling fatigued; they understand the consequences are far more impactful on their overall health and wellness.
“Over the last three to five years, emerging research has brought to life the understanding that sleep is as impactful on our health as the foods we consume. Much of the research is rooted in the newly surfacing term, the gut-brain axis. Consumers are now aware that when addressing sleep imbalances, addressing gut health should be a priority,” she explained.
Changes in daily lifestyles resulting from the year-plus stay-at-home experience may be to blame, as many people stayed up later, moved/exercised less and became more sedentary, and working from home while ill when they should be resting.
“Sleeplessness has become a common health issue for many of us, often connected to high levels of anxiety and stress. Living in a quickening fast-pace and changing environment accelerates stress and anxiety and impact sleep; often, the brain is working non-stop and once we finally get the chance to rest it is hard to fully turn off our racing thoughts,” explained Guillaume Lois, CEO Olloïs, Olloïs/Sevene USA, California.
Working from home has become another hard-to-ignore factor in sleep issues, according to Liz Cooper, Technical Advisor, ADM Protexin, who pointed out that in the United States, “the number of people working from home has risen from 20 percent before the pandemic up to 71 percent in one survey.” In addition, according to a study in the Journal of Clinical Sleep Medicine (2021), 40 percent of adults have reported a reduction in sleep quality and quantity. A new term has been coined for this, called COVID-somnia, which was experienced by a third of respondents in a 2022 survey of 2000 American adults conducted by the American Academy of Sleep Medicine.
Retailer Tim O’Brien, owner of Your Healthy Place with four locations in Michigan, related, “I have noticed a sharp increase in my customers who are stressed also asking for sleep related products. This spike has been steadily increasing since COVID-19 began.”
And there’s another recently developed phenomenon—“reverse bedtime procrastination”—pointed out Nicolas Ahlers, marketing manager for independent health food stores, Enzymedica, Florida. This is a habit of staying up too late to obtain “me time” even when tired. Other new sleep trends include sleep tracking with wearable technology, and even more screen time. “Doomscrolling entered our vocabulary, and we started to hear it mentioned in the same breath as things like blue light exposure and sleep hygiene,” he described.
Sales-supporting Stats
There are statistics that can help you begin to review, assess and potentially renovate how you “sell” sleep care to your customer base.
It is estimated that 50 to 70 million American adults have difficulty sleeping, and the CDC (Centers for Disease Control and Prevention) reports that adults need seven or more hours of sleep per night, cited Vanessa Pavey, ND, education scientist, Florida-based Life Extension. Life Extension polled 2,000 U.S. adults and found that 91 percent agree that sleep is crucial to a healthy routine and 82 percent are interested in vitamins/supplements that could improve quality of sleep. This interest is matched in sales as the sleep supplement market grew an estimated 36 percent in 2020 and 13.7 percent in 2021, according to Nutrition Business Journal’s 2021 Condition Specific Report.
Data from the 2020 National Health Interview Survey (CDC/NCHS) found that in the U.S., 28 percent of adults, 34 percent of children and 78 percent of high school students don’t get enough sleep. A recently published study noted that insufficient sleep costs the United States economy approximately $207 billion a year.
A 2021 systematic review and meta-analysis published in the Journal of Clinical Sleep Medicine took a deep dive of sleep issues during COVID on a global scale. The researchers reviewed 44 studies involving more than 54,000 participants from 13 countries, finding that 36 percent of people in all populations experienced sleep problems during the COVID pandemic.
“With the obvious decline in sleep quality and quantity, and the importance of increasing awareness in the general population of its consequences and how to support it, calls have been made for more education on sleep health in schools and colleges, the workplace and clinical practice,” Cooper reported.
Circadian Off-rhythm
Sleep/wake cycles are more disrupted in humans than ever in our history, and work-life imbalance is often the cause, especially as the once typical “9 to 5” Monday through Friday work schedule becomes quaint. People are working earlier, later and on weekends. Shift workers also often have other “side hustles,” and everyone seems to have more obligations and appointments. Further, more and more people are tied to their phones like umbilical cords, preventing the body’s ability to slowly power down for sleep.
Avena observed, “We live in a society that is constantly stressing our bodies out, even if we don’t know it. This can include technology, work-life balance and even the foods we eat. Cortisol is elevated many hours of the day and when we finally feel tired, it comes at an inconvenient time for our schedules. Then, we get a second wind at night and have trouble getting quality rest because we are stressed.”
Pavey added, “An issue that has been gaining attention is non-restorative sleep, which is waking up unrefreshed despite the appearance of normal sleep.”
Further, those who spend much of their days indoors without exposure to natural daylight and then spend their evenings in well-lit rooms staring at blue-light screens, tend to have disrupted circadian rhythms, hence, problems sleeping, said Cooper.
The Gut Connection
“Poor sleep and feelings of fatigue are often reported alongside digestive issues,” said Cooper. However, even in those who don’t suffer with GI (gastrointestinal) disturbances, sleep disorders may suggest that the microbiome may be out of balance. Indeed, said Cooper, research suggests that gut bacteria may interfere with getting a good night’s sleep. For example, various bacterial metabolites made in the gut appear to be inducers of REM sleep and may impact the transition into deeper sleep. However, if levels of these metabolites rise too high, this can result in disrupted sleep.
Evidence also indicates the microbiome is intrinsically linked to mood and stress response via the gut-brain-axis; stress and mood disorders, such as anxiety and depression, are known to negatively impact sleep. Several probiotic strains have been shown in studies to provide support for these conditions. “The microbiome appears to be sensitive to our sleep and eating patterns, with periods of disrupted sleep shown to negatively impact the composition of bacteria in the gut and the digestives system’s own circadian rhythm,” she commented.
Cooper pointed to several recent studies that present evidence that sleep quality can be improved by altering the gut microbiota through supplementing with specific strains.
• A systematic review published in Journal of Clinical Nutrition (2020) assessing 14 studies indicated that live bacteria supplementation significantly improved sleep quality based on the Pittsburgh Sleep Quality Index (PSQI).
• A 2019 study published in Frontiers in Psychiatry in 38 healthy volunteers taking a multi-strain live bacteria supplement containing both lactobacillus and bifidobacterium for six weeks found an improvement in sleep quality and mood and a reduction in depressive mood state, anger and fatigue.
• A study published in 2021in Brain, Behavior, & Immunity-Health on 20 male students during the university exam period found that while stress and depression scores increased in both the placebo group and the group receiving a bifidobacterium live bacteria supplement, overall sleep quality and duration of sleep improved significantly in the supplement group when compared to placebo.
More Than Melatonin
Melatonin has been the “go to” natural sleep aid for more than 20 years. As a supplement it fills in for melatonin that may not be released naturally by the pineal gland in response to a healthy circadian rhythm. Supplemental melatonin has been shown by numerous studies to help hasten the time it takes to fall asleep and improves sleep quality, and without the pervasive sleep hangover often experienced by pharmaceutical or over-the-counter interventions.
Although it is the top ingredient for the category, melatonin is not suitable for everyone. Some people may experience vivid dreaming when taking melatonin supplements, and there are those who find this disturbing enough to not take it.
“Melatonin can be great, but it can also cause drowsiness or other side effects like stomach pains which can hinder sleep as well,” said Avena. “Melatonin is a good choice for those who struggle to get to sleep. It works less often when someone struggles with staying asleep throughout the night.”
Cooper cited a study published in JAMA in 2022 defining the trends in melatonin use in the U.S. between 1999 and 2018, identified a quadrupling of supplemental melatonin use during the study period, and there was an increase in the number of people taking higher than the recommended dosage of 5 mg per day.
She added, “research also suggests melatonin is safe to take for up to three months but there are no studies as yet that look at long-term safety and effectiveness.”
In Griffith’s viewpoint, while supplementing with melatonin to address sleep imbalances is often what consumers turn to first, correcting the root causes of imbalances has been shown to be the most beneficial approach for long-term success. She explained, “common root imbalances shown to interfere with healthy levels of melatonin production are poor gut health, increased stress and inadequate serotonin production. Because supplementing with melatonin only supports inducing sleep and does not address what may be interfering with the natural production of the sleep hormone, this may not be the best approach for many individuals searching for sleep support.”
A healthy functioning gut microbiome is necessary to provide sufficient serotonin levels, which is the precursor to melatonin, she added. Approximately 95 percent of the body’s serotonin is in the gut, and the GI tract produces 500 times more melatonin than what is produced by the pineal gland. Therefore, “when a healthy gut makes balanced serotonin levels, it is likely that adequate levels of melatonin will be achieved, resulting in the ultimate goal of getting a good night’s sleep, making gut health vitally crucial for sleep,” she said.
Ahlers agreed, emphasizing, “Melatonin does not induce sleep; it tells your body it’s time to sleep. However, it does not address the root causes for many sleep issues.”
The Sleep-support Cabinet
O’Brien noted that his stores’ two most successful-selling sleep products “that I recommend every day” are Strata PM by Wild Theory and Snooze Fest by Lively Vitamin Co.
Strata PM gummies from Wild Theory CBD Co. contain 2.5 mg THC blended with 15 mg CBN, which is known for its sedative properties. The supplement helps quiet the mind and relax the body as well as stimulates a deeper, more restful sleep.
Lively Vitamin Co.’s Snooze Fest blends chamomile, valerian root and lemon balm, with L-tryptophan, which is a precursor to 5-HTP, melatonin and GABA.
Life Extension’s Rest & Renew contains 120 mg ashwagandha extract standardized to 35 percent withanolide glycosides with 1.5 mg immediate-release and extended-release melatonin. “Both ashwagandha and melatonin can support restorative sleep,” said Pavey.
Life Extension’s Herbal Sleep PM is a melatonin-free option that targets multiple sleep centers in the brain, according to Pavey. The formula provides lemon balm (Melissa officinalis), honokiol (magnolia tree bark extract), and chamomile (standardized to apigenin). She explained that lemon balm and honokiol help stimulate the sleep-promoting centers of the brain, while chamomile’s flavonoid apigenin helps slow down the wake-promoting centers.
“Lemon balm, an herb in the mint family, contains rosmarinic acid, which promotes relaxation by supporting
the calming neurotransmitter GABA,” she explained. In one study, 85 percent of the subjects who took lemon balm extract for 15 days experienced significant improvement in healthy sleep, while honokiol is quickly taken into
the brain and enhances GABA activity resulting in a calming effect that promotes deep sleep.
Jarrow Formulas’ Sleep Optimizer likewise features lemon balm combined with valerian root to support the body’s circadian rhythm “and can allow our bodies to feel refreshed during the day yet sleep soundly at nighttime,” said Avena.
Ombre Lab’s Mood Enhancer probiotic supports sleep through targeting the gut-brain axis, which enhances serotonin pathways to produce optimal levels of melatonin, Griffith described. Specific probiotic strains, such as Lactobacillus plantarum DR7 found in Ombre’s Mood Enhancer probiotic, was shown to support melatonin production pathways. “The formula additionally contains strains shown to suppress inflammatory cytokines, oxidative stress and harmful bacteria, providing targeted support to address common causes that directly interfere with healthy melatonin production and sleep,” she explained.
Bio-Kult Migréa is a multi-strain live bacteria supplement, containing a blend of 14 different strains, plus magnesium and vitamin B6. According to Cooper, in a 2019 study, participants reporting higher sleep quality were found to consume higher levels of vitamin B6 and magnesium. Magnesium can be highly beneficial at aiding relaxation and the normal function of the nervous system.
Enzymedica’s magnesium is an essential mineral that supports vital processes of the mind and body; it relieves tension and supports soothing slumber. Ahlers explained, “This mineral also helps activate the parasympathetic nervous system, and it is in charge of shifting you toward a state of peaceful calm and relaxation. Magnesium helps regulate certain neurotransmitters as well as melatonin, which is tasked with maintaining the body’s internal clock (circadian rhythm).”
Enzymedica recently launched Magnesium Mind that supports better quality sleep as well as tension relief. It is made from a patented magnesium, ATA Mg that has been shown to provide 24 percent faster absorption than other magnesiums, according to Ahlers.
Sleep is on almost everyone’s minds. Perhaps clever and attention-getting window signage declaring that your store can help people sleep better may help increase traffic and customers. Once they feel they sleep better, they will become more eager to try new supplements and products for other areas of their health. See what good sleep can do? VR
For More Information:
ADM Protexin, www.bio-kult.co.uk
Enzymedica, www.enzymedica.com
Jarrow Formulas, www.jarrow.com
Life Extension, www.lifeextension.com
Lively Vitamin Co., www.livelyvitaminco.com
Olloïs/Sevene USA, www.ollois.com
Ombre Lab, www.ombrelab.com
Wild Theory CBD Co., www.wildtheory.com
