That’s Soporific!

by Lisa Schofield | April 1, 2025

Night after night of healthy, rejuvenating sleep is elusive for many people. Here’s the trick: They have to relax first.

Figuring out a new formula to help people relax and enjoy a sound slumber shouldn’t make you lose sleep—there’s tremendous impetus for entering this space, and many strong ingredients to work with.

And there are many reasons to enter the category or perhaps augment what you have. “The popularity of sleep and relaxation supplements is booming, which makes this space very attractive for manufacturers,” emphasized Oliver Riemann, senior manager marketing and business development, Albion Minerals (Balchem Human Nutrition & Health, New Jersey).

According to Euromonitor, the global market for sleep supplements is expected to rise at a CAGR of 5.2 percent from 2024 to 2030, reaching an exceptional $12.9 billion. Relatedly, the mood and relaxation category grew 10.3 percent CAGR between 2019 and 2024 and shows no signs of slowing down. Adding to the opportunity, 22 percent of global consumers report not being satisfied with the current treatment options (Euromonitor’s Health & Nation survey 2022) and 37 percent express the desire for more sleep and mindfulness products and services (McKinsey & Co. 2022).

Market data from Allied Market Research finds the global sleep aid supplement market size was valued at $6.8 billion in 2023, and is projected to reach $11.8 billion by 2034, growing at a CAGR of 5.1 percent from 2024 to 2034. “Consumer demand is growing fast for sleep supplements since more consumers are struggling with stress, anxiety and poor sleep due to fast-paced lifestyles, work pressure and excessive screen time,” observed Colleen Madden, vice president of innovation, CK Nutraceuticals (Oakville, ON, Canada).

James Roza, chief scientific officer, Layn Natural Ingredients USA, California noted that it is estimated that 50 to 70 million adults in the United States have some form of sleep disorder that can have serious health implications if left unattended. “Sleep deprivation affects the body’s ability to reset and restore which can result in a weakened immune system, poor mental health, and faulty metabolism,” he said.

According to a report by SkyQuest, the market for sleep aids is expected to reach $103.57 billion by 2028, growing at a CAGR of 7.1 percent from 2022 to 2028, noted Maggie McNamara, vice president of global marketing at Texas-based Gencor. “Constant connectivity and myriad stressors have made it difficult for people to get quality sleep. This has led to a rising demand for products that can aid in rest and tension reduction, underscoring the importance of sleep and relaxation supplements in today’s world,” she commented.

In the viewpoint of Liki von Oppen-Bezalel, PhD, business development director, TriNutra (Harrison, NY), both relaxation/anti-tension and sleep categories present “substantial” opportunities for brands: according to Allied Market Research, sleep aid supplements will reach $11.8 billion by 2034, growing at a CAGR of 5.1 percent from 2024 to 2034; and the global stress-relief supplement market is expected to grow to $902 million by 2032 (Polaris Market Research).

Gene Bruno, DBM, MS, RH(AHG), chief scientific officer, Nutraland USA, California cited SPINS data showing as of September 2024, sleep supplements are still No. 1 in the condition-specific category, year-over-year, even though there has been an 11.4 percent decline in dollar sales of this subcategory (which still exceeds $600 million). Further, more than 50 percent of respondents to Euromonitor International’s Health and Nutrition Survey 2024 found they believe that being healthy includes getting enough sleep. “As a brand owner, why wouldn’t you want to focus on an issue that is clearly of significant importance to your customers?” he asked.

As a result of the heightened poor sleep patterns and inability to relax, “the number of products and innovative new ingredients seem to have rapidly mushroomed,” observed Brien Quirk, director of research and development, California-based Draco Natural Products. He added that there are many influencers on TikTok and YouTube focusing on supplements and remedies they have tried, providing more personal anecdotes, and in some cases, discussing research evidence.

“While the sleep health category surged past $1 billion in sales during the pandemic, according to Nutrition Business Journal (NBJ) recently, sales have been flat due to negative publicity about melatonin and declined interest in CBD,” said Cosimo Palumbo, chief operating officer, Washington-based Indena USA, Inc. “However, botanicals now account for almost 20 percent of the sleep market, and NBJ analysts project combination herbs will be the primary growth driver in sleep over the next several years.”

Roza sees it a bit differently, noting that the sleep aid supplement category is “healthy” and is expected to expand by 5 percent globally over the next decade from $7.6 billion in 2024 to 12.9 billion by 2034.

What’s Trending

Consumers are shifting how they view supplements and natural products in their lives; these tools are not being seen as isolated, but rather as part of a larger, holistic approach to every day living. A 2022 McKinsey & Company report finds that the spending on wellness products and services reached more than $450 billion in the U.S. alone. “This market has matured to more intentional, long-term wellness by viewing sleep quality as a part of their overall well-being,” said McNamara.

People are now more likely to utilize smart watches, sleep trackers and apps to monitor their sleep patterns and overall health, she pointed out. Wearable technology and mindfulness apps remain a significant priority for consumers, and wellness is increasingly becoming a part of their everyday lives. “One trend is using some type of sleep tracking technology like smartwatches or apps that provide real-time insights allowing people to analyze and use data to make choices to optimize sleep habits,” said Palumbo.

According to Bruno, Mintel research finds that increased stress has led consumers to make lasting changes to their lifestyles since the pandemic. “There is a growth of a ‘sleep health market,’ rather than just a sleep aid market. Consumers are looking to improve their lives, not just their sleep,” he observed.

There is also a growing knowledge of the contribution of dysregulated cortisol levels to high stress response and sleep problems, pointed out von Oppen-Bezalel. “This is evidenced by the significant increase in searches for ‘cortisol-lowering supplements’ on Google and TikTok, which rose by 250 percent in 2024, and ‘what supplements lower cortisol?’ increasing by 200 percent.”

Ingredients to Consider

The great news in this intertwined category of relaxation and sleep is that there are numerous ingredients to choose from, which can help your product(s) be more distinctive and attractive to your consumer base.

After a long day (and often even during), the ability to relax is key to sleeping later on at night. And this is where the opportunities lie for brands: formulate a blended calm-sleep solution.

One strategy is to reduce cortisol. According to von Oppen- Bezalel, cortisol is a key hormone that impacts the ability to relax/release tension and to sleep. Known colloquially as the stress hormone, cortisol, produced by the adrenal glands, is a significant factor in how the body responds to a stressor. Chronic stress creates elevated amounts of cortisol circulating through the body, which can keep the body tense and throw off sleep.

A recent study by TriNutra has shown that its black seed oil, ThymoQuin, lowers cortisol levels by more than 40 percent within four weeks of supplementation, she reported. A published human clinical study found that 500 mg per day of ThymoQuin over four weeks significantly impacted cortisol levels as well as other key health indicators. Study participants exhibited significantly lower cortisol levels (-44 percent) and reported a more positive mood (+11 percent) compared to the placebo. An ingredient combination of ThymoQuin and omega-3 human clinical study demonstrated that the blend improved mood states by 15 percent and lowered cortisol levels by 37 percent.

“These studies’ results suggest that ThymoQuin is a key ingredient, either alone or combined with other components, for significant support and management of healthy cortisol levels for management of stress, sleep and well-being,” she commented.

Slimaluma, a Caralluma fimbriata extract, available from Gencor, has been clinically researched for its therapeutic potential in easing worry, frustration and mood, pointed out McNamara. Published studies also showed that it supported healthy cortisol levels and promoted a healthy adrenal response in men.

Supporting GABA levels is another avenue of promoting relaxation. Draco’s updated D-31 Sleep and Relaxation formula is “based on strong scientific evidence of the bioactive effects for enhancing the GABA pathway, having been validated by an unpublished clinical study,” said Quirk. The newer version includes magnolia bark extract that contains two potent bioactive sedative compounds, the phenolic compounds honokiol and magnolol, which provide effects related to stress relief, tension/anxiety, insomnia and mood support. This extract was shown to induce sleep via the benzodiazepine site of GABA(A) receptor. When given at a dose of 5 mg per kg in mice it significantly shortened the time it took to fall asleep and increased the non-REM (deep sleep) and REM sleep, both vital for being refreshed. The formula also includes Polygala root, Albizzia bark, Fo Ti stem, and a few other herbs known for sedative and sleep benefits.

Layn Naturals’ Leafanine green tea theanine, extracted from green tea, can help reduce cortisol with 200 to 400 mg a day, as well as to help relieve stress and promote healthy sleep, Roza described. Theanine has been demonstrated to reduce cortisol levels and improve cognition. Other Layn ingredients such ziziphus and magnolia bark, although lesser known, have also been studied extensively for stress reduction and improving sleep. “Used either as standalone ingredients or in combination with theanine and other sleep promoting ingredients; their value still has not been fully recognized or appreciated,” he commented.

CK Nutritionals’ BENESOMNO, which is new to the U.S., is said by Madden to be the first natural relaxation and sleep aid binding to GABA-A receptors. This low-dose, lime-based ingredient is demonstrated in a February 2025 published human clinical study to reduce both sleep latency and wakening after sleep onset as well as to enhance sleep efficiency and total sleep, among other benefits. Clinical benefits are similar to those of popular medications, but without any side-effect or dependency concerns. These are exciting effects from this all-natural, lime flavonoid source. “Ingested 30 to 60 minutes before bedtime, BENESOMNO has sedative-hypnotic effects and can be formulated into any format of finished goods including beverages and gummies,” she explained.

Herbal Relaxers

Many herbs are known to take the edge off and relieve tension; chamomile is perhaps the first herb many think of. But there are many more to choose from today.

Vanizem, from New Jersey-based PLT is a proprietary Aframomum melegueta (Grains of Paradise) extract that provides effective management of mild day-to-day stress and anxious feelings as well as improves sleep quality, according to Steve Fink, vice president of marketing. In one study, 30 participants took different doses of Vanizem or placebo. Vanizem was found to significantly improve self-reported perceptions of tension, depression, vigor and total mood disturbance (TMD) score in a dose-dependent manner. Supplementation with Vanizem at doses over 100 mg was seen to improve sleep quality scores after just two doses versus placebo.

Also from PLT are Zembrin Sceletium tortuosum, which has been clinically demonstrated to reduce anxiety within two hours after consuming a 25 mg dose, and Rhodiolife, a standardized extract of the adaptogen Rhodiola rosea. In a clinical study, subjects with generalized anxiety disorder who consumed Rhodiolife for 10 weeks experienced reduced ratings on scales of anxiety and depression.

According to Fink, Rhodiolife has a unique composition that consistently provides the spectrum of compounds—including rosavin, rosarin, rosin and salidroside—found in the root responsible for its biological activity. “With rhodiolife, not only is the percentage of the primary actives the same as the root, but so is the ratio of actives. This is not the case with many other Rhodiola rosea ingredients on the market,”

McNamara explained that Gencor’s LANDKIND Pure Salidroside (a key active compound from rhodiola) is developed through an innovative fermentation process that bypasses the need to harvest the endangered rhodiola species. Through fermentation, LANDKIND Pure Salidroside offers a sustainable and convenient source of rhodiola with consistent purity, allowing space for innovative formulas for sleep and relaxation supplements.”

Indena USA’s Relissa lemon balm is formulated with Indena Phytosome to optimize the performance of its known phytoactives hydroxycinnamic and rosmarinic acids. “Supported by four clinical studies, Relissa has shown beneficial effects on mental and sleep health in adults in balancing moods, improving sleep latency, and countering stress,” Palumbo commented.

A recently published study examined the effects of Relissa on sleep and mental health. The study involved 100 subjects with mild sleep problems. Half received 200 mg of Relissa twice daily and the other half a placebo. After three weeks, the Relissa group showed significant improvements in sleep quality compared to both baseline and the control group. The study also noted positive effects on mental well-being in adults with mild problems associated with low mood, anxiety and stress/tension.”

One of the key ingredients for healthy sleep and relaxation in Balchem’s Albion Minerals portfolio is magnesium bisglycinate. According to Riemann, lab testing has demonstrated that magnesium bisglycinate has up to five times higher absorption rates than other magnesium salts. He explained, “Magnesium helps support the body’s circadian rhythm—the internal clock governing our sleep-wake cycles—promoting a deeper, restorative sleep. But the benefits don’t stop here. This powerhouse mineral also plays a key role in muscle relaxation, aiding in the process of winding down before bed. Magnesium supports the normal function of the stress hormone cortisol and contributes to mood regulation by modulating glutamine uptake at the NMDA receptor. These combined benefits make magnesium bisglycinate an ideal solution for next-generation, effective products in the sleep and relaxation space.”

Nine published clinical studies on more than 740 adults have shown that Gencor’s affron, a patent-pending saffron is rapidly absorbed in less than an hour and has a low dosage of 14 mg. “This makes affron a highly sought-after saffron ingredient, which promotes restorative sleep and improves mental balance and mood for adolescents and seniors,” McNamara said.

Gencor’s Levagen+ is a high-quality, bioavailable palmitoylethanolamide (PEA) that contributes to relaxation and restfulness, leading to improved sleep quality, according to McNamara. It has been shown to reduce nervousness, and also, because PEA impacts the endocannabinoid system, it promotes restful sleep by indirectly activating the calm-inducing CB1 receptors.

Melatonin and More

Delayed sleep onset—the dreaded tossing and turning—is the most heinous sleep thief. This is followed by intermittent awakening and waking up in the middle of the night only to do 360s in the sheets.

There is natural help to lure the sandman. PLT’s Serezin Restorative Sleep + Pain Relief is a synergistic complex of Boswellia serrata and ginger, has been clinically proven to enhance sleep across a wide range of measures, helping people get to sleep faster and easier, improve their quality of sleep and help them awaken more alert and in a better mood, according to Fink. “Unlike melatonin and other conventional sleep ingredients, it does not induce sleep per se. It provides the conditions that allow faster, better and more restorative sleep. It performs as a standalone ingredient or as a ‘bolt on’ in multicomponent sleep formulations by adding benefits achieved through a unique mechanism of action,” he suggested.

Melatonin, however, remains king of the sleepy hill. Melotime, from Nutriventia (India), is a sustained-release melatonin designed to support healthy sleep patterns. According to Dr. Shefali Thanawala, head of medical science and research, a new pharmacokinetic study demonstrated the unique benefits of Nutriventia’s advanced delivery technology, which addresses common limitations of conventional melatonin supplements.

The study compared the pharmacokinetics of Melotime, a 5 mg sustained-release melatonin capsule to a standard 5 mg immediate-release formulation. Results showed that Melotime had higher plasma concentrations in the four- to eight-hour range than immediate-release melatonin, an extended half-life of 5.10 hours compared to 1.01 hours. “By maintaining melatonin levels over an extended period, Melotime can provide more convenient and effective support for managing sleep cycles naturally,” she said.

Nutraland USA offers two different phytomelatonin materials (i.e., plant-based melatonin), one from St. John’s Wort (Somnatural) and one from tomatoes (Somato), “which appear to be a superior alternative to standard synthetic melatonin,” Bruno said. A six-week, randomized, double-blind, placebo-controlled, clinical trial found that 1 or 3 mg of Somnatural phytomelatonin performed just as well as or better than 10 mg of standard synthetic melatonin in specific cohorts of participants.

These are just a handful of scientifically studied ingredients that can naturally help people shrug off the tension, calm down and fall asleep. Consumers are looking for stress relief in tandem with sleep promotion. “Consumers are also becoming more aware of the need to learn how to manage stress to promote relaxation and restful sleep, and they are open to new, safe and natural alternatives to achieve this,” McNamara summarized. NIE