The demand for sleep and relaxation supplements is on the rise. With increasing awareness about mental health and the importance of quality sleep, consumers are seeking effective solutions to manage stress and improve their sleep patterns. Oliver Riemann, Senior Manager of Marketing and Business Development at Albion® Minerals, part of Balchem’s Human Nutrition & Health segment, discusses the growing market for these supplements, the evolving consumer trends, and the challenges faced by manufacturers in this dynamic industry.
Why should finished-product brands focus on formulating a sleep and/or relaxation supplement?
The popularity of sleep and relaxation supplements is booming, which makes this space very attractive for manufacturers. According to Euromonitor, the mood and relaxation category grew at an impressive 10.3% CAGR between 2019 and 2024 and shows no signs of slowing down. Similarly, the global market for sleep supplements is expected to rise at a CAGR of 5.2% from 2024 to 2030, reaching an exceptional USD 12.9 billion.1
This growth is driven by the rising prevalence of sleep disorders and stress-related challenges. Factors such as increased screen time, especially among younger consumers, pressure to ‘get things done’ and global uncertainties have all contributed to this surge.
Adding to the opportunity, 22% of global consumers report not being satisfied with the current treatment options2 and 37% express the desire for more sleep and mindfulness products and services.3 Brands have an opportunity to play a key role in filling this gap in the market with innovative solutions that promote sleep quality, ultimately supporting overall health.
How would you describe the sleep/relaxation category and how it has evolved since the pandemic ended in 2022?
The sleep and relaxation supplement category has undergone significant transformation since the pandemic ended in 2022. If COVID-19 taught us anything, it’s the undeniable importance of mental health. The stress and anxiety everyone felt during that time led to so many people struggling with sleep, which opened up a whole new awareness about the need for better rest and relaxation. Consumers are now more informed than ever about the importance of good sleep, for example, seeking solutions that help them relax, stay calm and promote a good night’s sleep.4 As a result, the market has expanded to include a variety of natural ingredients and innovative delivery formats, such as gummies and powders – appealing alternatives to traditional forms like melatonin, which doesn’t suit everyone.
What are consumer trends in this category?
Today’s consumers are leaning heavily toward natural and clean-label products.5 While ingredients like melatonin and valerian root remain among some of the favorites, there’s a growing buzz around melatonin-free premium options formulated with magnesium bisglycinate – a mineral that offers a holistic approach to sleep quality. And social media channels like TikTok have already spotlighted this trend, which means that consumers are already actively searching for magnesium-based products. This is a clear signal for brands to tap into this growing demand.
Another big trend is the growing interest in personalized health solutions. More and more consumers are using wearable tech to track their sleep patterns and adjust supplement routines based on the data. At the same time, multifunctional products continue to gain traction – those that not only promote sleep but also offer added benefits like mood or immune support. This presents a promising opportunity for brands to formulate with chelated minerals like magnesium bisglycinate, perhaps paired with zinc, to address multiple health needs in one go.
What are the challenges in this category?
The supplement industry navigates a complex landscape of regulations that vary by region. In the U.S., structure-function claims about magnesium and its benefits for sleep and relaxation are much broader compared to what EFSA in Europe allows as health claims. This makes it crucial for brands to carefully tailor their messaging depending on the market.
Another challenge is the variability in raw material quality and manufacturing processes. This can lead to inconsistent product efficacy. Take magnesium bisglycinate, for example – it can only deliver its full bioavailability and tolerability benefits if it’s a fully reacted chelate – not just a blend. To build trust with consumers, it’s essential for brands to commit to using fully validated ingredients, backed by science and rigorously tested in every batch. One way to ensure transparency and quality is through co-branding opportunities. Albion® Minerals, Balchem’s brand of chelated minerals, offers co-branding options, allowing manufacturers to clearly showcase the source of their ingredients, ultimately helping consumers feel confident in what they’re buying.
How do your ingredients help to promote healthy sleep and relaxation?
One of the key ingredients for healthy sleep and relaxation in our Albion® Minerals portfolio is magnesium bisglycinate – a highly effective nutrient with absorption rates shown to be up to five times higher than other magnesium salts in laboratory testing.6,7 It’s also gentle on the gastrointestinal tract, offering safety and tolerance among consumers.8 This superior absorption allows our magnesium bisglycinate to deliver its unique benefits more effectively than inorganic magnesium forms.
Magnesium also helps support the body’s circadian rhythm – the internal clock governing our sleep-wake cycles – promoting a deeper, restorative sleep.9,10 But the benefits don’t stop here. This powerhouse mineral also plays a key role in muscle relaxation11, aiding in the process of winding down before bed. Additionally, magnesium supports the normal function of the stress hormone cortisol and contributes to mood regulation by modulating glutamine uptake at the NMDA receptor.12,13,14 These combined benefits make magnesium bisglycinate an ideal solution for next-generation, effective products in the sleep and relaxation space.
Seal of Trust
Through our Albion® Minerals portfolio, we introduced TRAACS (The Real Amino Acid Chelate System), a hallmark of quality in the chelated minerals market for human nutrition. TRAACS ensures that our minerals undergo rigorous processes to deliver fully reacted, truly chelated minerals, with all their associated benefits, giving people the complete health support they’re seeking. We extend the TRAACS seal to our co-branding partners too. We help them gain the trust of consumers looking for premium solutions that support their health.
Click below to view more about Albion® Minerals and TRAACS (The Real Amino Acid Chelate System) and contact us today!
