The position acquired by dietary supplements designed to combat stress or help sleep (the leading segment of the market in 2020) follows the consumer rush to non-medicated solutions. This is a premium for naturalness, if not for naturalness, which is coupled with a premium for science - the active ingredients that target such applications are all subject to increasingly solid validation. All of which means that innovation can be assured at ease. ose Mindcare, which claims to be the first 100% nat- ZzzQuil™ by Procter & Gamble, NovaNuit® by Sanofi. ural French nootropic range, has been marketing The fact remains that sometimes product offers “are not always stress supplements (Get Relax - kudzu, St. John’s very clear”, as Florian Bourdelles, Group Manager Marketing wort, horsetail, L-theanine, L-tryptophan and magnesium + France at Arkopharma, explains, “insofar as consumers have vitamin B6; Deep Sleep - plant melatonin, L-glutamine, haw- theirown verbatim to describe what they feel and want”. Before thorn, valerian, lemon balm) since 2019 on its website. A sign adding: “it is important to distinguish between supplements po- that the «mental well-being» segment is attracting young inves- sitioned for stress and those forsleep”. Two universes whose sales tors. But not only them. Almost all brands are riding the stress are different: if sleep has shown a growth of 9% in 2020, stress is wave (let’s keep it simple). only at 3%. The brand Euphytose For sleep, the same thing. Procter (Bayer) (with the references & Gamble is there with ZzzQuil™. Euphytose Stress - plant-based Sanofi too with the NovaNuit® In one year, launches of supplements - and the new Euphytose Zen - Triple Action and NovaNuit® tablets based on adaptogenic Phyto+ references. Bayer with its for stress, sleep and mood accounted plants Rhodiola Rosea, Bacopa Euphytose line. Arkopharma has for nearly a quarter of new products Monnieri and Ocimum Sanctum a very broad approach to the sec- launched worldwide between April (Tulsi or holy basil) trusts this tor (see box). Lescuyer laborato- 2020 and May 2021 universe of stress. A segment in ries offer Somnusia® Phyto. The which adaptogenic plants, but Dielen laboratory has launched also magnesium, are references Nutrissome®... that “speak” to consumers (with It is true that the market is par- the advantage for magnesium of ticularly buoyant. With cumulative sales of nearly € 268 million having an allegation. in 2020, food supplements designed to combat stress and help In the world of stress and sleep, one thing is clear: consumers sleep or stabilize the mood have risen to first place on the podi- want effective formulas. For one simple reason: “consumers um of the best-selling supplements in France, ahead of diges- do not want products that are likely to lead to dependency tion / transit (3 place) and vitality (2 place).rd nd (editor’s note: benzodiazepines and other anti-depressants, for example),” Florian Bourdelles points out. Therefore, A DYNAMIC SECTOR INDEED... priority is given to supplements based on active ingredients In one year, launches of supplements for stress, sleep and mood with “advanced” clinical studies. Afterwards, “if the formula is accounted for nearly a quarter of new products launched world- natural, it’s a plus”. wide between April 2020 and May 2021 (source Actif’s Magazine, At Arkopharma, for example, the Arkorelax sleep and stress ref- according to Innova Market Insights / Nutrimarketing) (see erences meet this expectation (the Sleep reference is based on columns). This is a sign that the demand for such supplements plant melatonin) (see also box). is strong. Because consumers are there (see infographic). It is interesting to note that although melatonin (now plant- Because, also, these same supplements have proven their ef- based) is the dominant ingredient in sleep, some brands are fectiveness via increasingly targeted ingredients: stress or sleep trying to free themselves from it by offering “melatonin-free” or mood (see attached paper). Finally, proof of the dynamism formulas. An example is NovaNuit® Phyto+, whose capsules of brands: communication on this segment has intensified in combine valerian root extract and two essential oils (true lav- recent months - let’s cite, for example, the TV campaigns for ender - Lavandula angustifolia Mill - and sour orange - Citrus ydutS esaC — reissoD PEELS/SSERTS- 021 - liemmoS/ssertSSNOITALUMROF teg deticxe