Aug 31, 2022 — With stress being a major health concern, with 67% of adults reporting increased stress during the COVID-19 pandemic, according to the American Psychological Association, the industry is formulating NPD and ingredients that affect mood.
FoodIngredientsFirst talk to industry experts from Arjuna Natural, Blue California and WholeFiber. Delve into the potential of mood ingredients space – where plant extracts like adaptogens and fiber solutions impact consumers’ moods.
Blue California details that in the age of the COVID-19 pandemic and now inflation, consumers worry about financial and health uncertainties, which can negatively affect mental health and sleep patterns.
The general idea of holistic health has led consumers to take a multifaceted approach to overall wellness.
“This notion plays an important role in the mood ingredients space. More consumers recognize that all aspects of wellness are interrelated and less isolated. For example, good mental health or maintaining a stable mood can affect immunity and sleep,” says David Tetzlaf, director of marketing for Blue California.
According to Arjuna Natural, the focus on mental health has increased in recent years with a growing interest in mood-enhancing ingredients that help manage cognitive health, promote mental and emotional well-being, and improve sleep.
“Popular adaptogens like holy basil, ginseng, and ashwagandha are all the rage due to their potency in relieving anxiety and managing stress,” says Benny Antony, Associate General Manager of Arjuna Natural.
Solutions for stress, anxiety and brain health
WholeFiber details that the mood and sleep ingredients are new product concepts developed in recent years.
The link between a healthy diet and the prevention of so-called “lifestyle diseases” is more proven and accepted,” said Marianne van Es, WholeFiber’s Chief Commercial Officer and CEO.
Blue California notes that adaptogens can reduce stress and help the body maintain homeostasis to control inflammation.“Having a healthier gut by consuming the correct and sufficient dietary fibers it has a positive impact on health and mental health.”
Meanwhile, Arjuna Naturals adds that shoden ashwagandha has been studied for stress and anxiety.
“Sleep and cognitive health were effectively maintained as both subjective and objective markers showing their anti-stress and anti-anxiety benefits, making them a good fit for the mood ingredient space,” says Antony.
Blue California notes that consumers recognize that a good night’s sleep can help other areas of their health and that a lack of sleep can have a negative impact on health.
“To support immunity by improving sleep, consumers are taking steps to seek out foods and beverages to supplement their diets, such as adaptogens that can help the body adapt to stress. Blue California L-TeaActive L-Theanine is great for calming mood and relaxation and can support sleep,” says Tetzlaf.
Fiber and the gut-brain axis
According to WholeFiber, the human gut is connected to the brain through millions of neurons, which have a highly bidirectional relationship, the so-called gut-brain axis.
“The vagus nerve is a major player in the gut-brain axis,” says van Es. “Gut microbiota can send signals to the vagus nerve, which can influence inflammation and other processes in the body. It is theorized that mental well-being may be affected by modulation of the gut microbiota.”
“In addition, recent research has shown that people with major depressive disorders have a different gut microbiota profile compared to people without these depressive disorders,” he adds.
General mood, stress, anxiety, and sleep support have become extremely popular in recent years, according to Arjuna Natural.“Reports also indicate positive results of hypnotherapy in people with functional gut disorders, showing a clear link between the gut and the brain.”
Mood Boosting Ingredient Concepts
According to WholeFiber, the concepts of mood ingredients can be boosted by explaining the importance of good nutrition for health, including mental health.
“Natural or whole-grain products and ingredients that are minimally processed and have a positive effect on gut health are seen as a positive, natural way to increase health and mental health through the gut-brain axis,” says van Es.
Meanwhile, Blue California adds that as consumers seek support in achieving their overall wellness goals, there is a huge opportunity for food and beverage brands to explore adaptogens like their L-TeaActive L-Theanine for incorporation into current offerings. and from NPD.
“Adaptogens can greatly reduce this stress and help the body maintain homeostasis to control inflammation,” says Tetzlaf. “They can help the body adapt to stress and restore physiological balance. As an adaptogen found in tea leaves, L-theanine can help promote a sense of calm by increasing alpha brain wave activity.”
He explains that L-theanine is an amino acid that supports relaxation and aids in healthy stress response by potentially lowering levels of the stress hormone cortisol.
“Adaptogens, such as L-theanine, respond to the body’s mental and physical reactions to stress and can help balance hormone levels, promoting calm and focus. L-theanine is a suitable ingredient to combat stress and increase concentration, and it is present in functional drinks, dietary supplements and other related products”, details Tetzlaf.
Emerging ingredients to improve mood
Regarding emerging ingredients in the mood ingredient space, Arjuna Natural details that “fatty fish, dark chocolate, bananas, oats, berries, coffee, fermented foods, ashwagandha and turmeric contain functional compounds that are considered mood-enhancing ingredients.
“However, many of these are not always enjoyed, which opens up an opportunity for product concepts that could be presented to the consumer in new, innovative and delicious formats,” says Antony.
The company adds that turmeric has always been a good choice due to its anti-inflammatory property that helps improve mental health and mood.
According to WholeFiber, mental well-being can be affected by modulating the gut microbiota.“Ashwagandha is gaining market interest, especially in the mood space,” says Antony. “Known as an adaptogen that manages stress, reduces anxiety and provides restful sleep to rejuvenate the mind and body, ashwagandha is making its way into several attractive formats that are gaining momentum.”
Consumer groups prioritizing mental health
Regarding consumer groups interested in mood ingredients, Arjuna Natural details that stress is an issue that looms over consumer segments that are workers in a competitive workspace, creative thinkers, and artists who seek mental health, psychological and emotional well-being.
“Blue California details that since the COVID-19 pandemic, health-conscious consumers are prioritizing improving mental health and sleep quality,” says Tetzlaf.
“Consumers recognize the importance of holistic health and realize that sleep deprivation and mental well-being are interlinked and not only affect energy levels and mood, but can also directly affect immune health” .
When asked in a 2020 survey, more than 60% of consumers worldwide said they plan to improve their immunity in the next twelve months. In the same survey, more than 50% across all major continents agreed to prioritize mental health, he explains.
Tetzlaf of Blue California adds, “As the notion of holistic health has proposed that all aspects of wellness are interrelated, the health categories of cognition, gut health, and sleep support are gaining traction.”
Ashwagandha is all the rage due to its potential to relieve anxiety and manage stress.“The consumer market is looking for functional beverages with nootropics, postbiotics and adaptogens that have become popular in recent years. Brands are responding by giving beverages a nutritional edge to help consumers meet their wellness goals,” he continues.
“Consumers are emerging who are aware of the link between healthy guts and brain health and mood,” says van Es. “More people are becoming aware of the importance of a healthy gut flora (microbiome) and its impact on health, including mental health.
Challenges around formulations
According to Arjuna Natural, the basic challenge within mood ingredient regulations remains the fact that there is no fixed global consensus on the categorization of products ranging from natural health products, complementary medicines or dietary supplements or supplements. diets, which vary from country to country.
The company adds that new delivery formats like gummies, drink mixes and bars are gradually capturing market share from capsules and tablets.
“This has posed a challenge for product developers to formulate recipes with the correct dosages without affecting the sensory aspects of the product,” says Antony.
“We hope that the science behind ingredients that contribute to health, including mental health, will lead to more options to explain and reach consumers (through health labeling or additional EFSA claims, for example).” go is.
by Nicole Kerr
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