The following is an excerpt from the NEXT Forecast, an insider’s guide to where the natural products market is now—and where it’s headed. Drawing from proprietary data sets, expert interviews, in-market case studies and the Natural Products Expos, the NEXT Forecast is the industry’s leading source of forward-looking insights. Learn about this and many other in-market trends laddering up to dominant macro forces in this report.

Nothing so signifies a life out of whack as excess stress that leads to a poverty of sleep. Rinse, repeat—and add caffeine. Seen so often as a solution to stress, revving one’s engine to deal with workday demands can actually lead to more sleep problems. To combat this vicious cycle, consumers are looking for an energy aid replacement for caffeine that works on a deeper level. Adaptogenic herbs—botanicals that help the body adapt to stressors whether it be too much anxiety or too little energy—speak to exactly this solution.

NEXT Forecast 2017 opportunity

Importantly, neither stress nor sleep issues qualify for what the FDA considers to be disease states, which paves the way for supplements to fill the void for consumers clamoring for answers to the twin states of post-modern existential despair.

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