The Analyst's Take: Opening minds to mood and mental-health supplements

American consumers were struggling with stress and anxiety long before the COVID-19 pandemic, but the global health crisis brought to light the full degree of our emotional fragility—and more than we could have ever anticipated.

There is a bright spot, however: More Americans are opening up and, more often, talking about their mental health and sharing with their peers how certain dietary supplements can provide noticeable relief.

NBJ recently surveyed more than 1,000 U.S. consumers who say they struggle with stress, anxiety, insomnia, depression, cognitive decline or hormone-related mood imbalances. The survey found that 55% of respondents said they believe dietary supplements have the ability to relieve their symptoms or concerns. When taking a look at generational differences, members of Generation Z have the biggest buy-in. They’re also the generation receiving the most support from professional help or counseling services.

NBJ also surveyed individuals who take supplements to help support their mood and mental health. For this survey, 70% of respondents say they notice an effective, positive difference when they take supplements to help support their mood and mental health concerns. When compared to other generations, Gen Z again notices the most effective results, at 78%, showing a huge market opportunity.

Related:He/she/they: Does gender matter when it comes to mood supplements?

At the end of 2023, NBJ provided preliminary updates on one of the fastest-growing conditions of the total 22 conditions tracked in the supplement industry: mood and mental health. With sales reaching an estimated $1.4 billion, supplement sales for that is projected to grow 5.8% in 2023 from the year prior. While the category showed its highest growth in 2020, given the need for relief during a turbulent time, NBJ estimates that mood and mental health supplements will remain above total industry growth until 2025.

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