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Mental health crisis presents challenges and opportunities for US supplement industry

Growing numbers of Americans are experiencing mental health problems and supplements can help relieve people from the symptoms of anxiety, depression and insomnia. Nutrition Business Journal's Mood and Mental Health Report explores the macro trends driving the category's growth.

^{By Robyn Lawrence, Senior Editor, Nutrition Business Journal}

There is good news and bad news when it comes to the state of American minds. The bad news is that 90% of Americans believe the country is experiencing a mental health crisis. The good news is that supplements could help relieve people from the symptoms of anxiety, depression and insomnia that have been increasing since the pandemic – and well over half of people who are struggling with those issues believe in supplements’ efficacy.

Nutrition Business Journal’s recently published Mood and Mental Health Report includes survey data from respondents who are struggling with mood and mental health issues as well as market sizing data showing that supplements in the category are projected to see stable, sustainable growth over the next few years.

Last year, the Mood and Mental Health category—which hit $1 billion in the US in 2020—grew twice as fast as the overall supplement industry, and it’s expected to continue to outpace the industry for the next few years. With more and more Americans experiencing sleep issues, ashwagandha and melatonin sales are growing, and probiotics are benefitting from increased understanding of the connection between a healthy gut and a healthy brain.

Supplement brands are facing an unprecedented opportunity as well as a major challenge to educate consumers—with real science, not influencer hype—about how vitamins and minerals and herbs and botanicals can help ease the burden of psychological distress. This will be made easier by society’s new willingness to discuss mental health issues, a result of both the pandemic and more open-minded younger generations coming of age.

Gen Zers, who are infinitely more in touch with their mental and emotional well-being than other generations, are emerging as a key demographic for mood and mental health supplements; not only are they more likely to experience depressive symptoms and focus and energy problems, but they also believe more than any other cohort in supplements’ ability to treat those issues.

More than two-thirds of Gen Zers who take supplements for mental health issues say they notice a difference, indicating huge potential for long-term growth.

With 40 charts illuminating market sizing and consumer survey data, the Mood and Mental Health Report is a deep dive into the US supplement industry’s increasingly important role in helping consumers overcome the vagaries of today’s mental health crisis. The report delves into the top 15 ingredients within the category while exploring the macro-trends that are driving its growth.

Get the NBJ Mood and Mental Health Report here.