A typical day for most Americans is stressful from alarm clock to pillow. The day is full of managing children, the household, work deadlines, traffic, unforeseen obstacles and seemingly constant stimuli. With all these challenges, the one respite may be the soothing comfort of sleep. However, many stressors creep past twilight and keep sleep at bay. “When the body is in a constant state of stress, be it physical or emotional, every major system is forced to work harder than it should have to,” said Jayson Kroner, NOW Foods, health and fitness editor. “This can be incredibly taxing on an individual’s likelihood of getting the seven to 10 hours of sleep that is needed each night.”
Ram Chaudhari, Ph.D., FACN, CNS, senior executive vice president, chief scientific officer, Fortitech Inc., added, “What is driving consumer interest in products that address each of these conditions is the fact that our lives are much more complex and ‘non-stop’ than those of generations before us. Not only are both parents working, but children who are involved in sports or other after-school programs keep everyone on a never-ending treadmill. All of these lifestyle issues, in addition to a consumer mindset that is more aware of the long-term health issues that can occur due to stress and poor sleep patterns, are driving interest in this market.”
Stress and lack of sleep have a sinister symbiotic relationship where most can’t tell which is causing which. “Increased stress means increased sleep disturbances for many,” said James L. Wilson, D.C., N.D., Ph.D., founder and president, Future Formulations LLC. “Less sleep means they experience more stress the day after. This pattern continues in a vicious cycle, making stress and sleep loss in terms of hours and quality intimately interconnected.”
And, that connection causes many health issues. “We all know stress is probably the leading cause of most of the illnesses and problems we have; thus, by eliminating the stress, we will improve our overall health and well-being,” noted Serge Karnegie, president, Vitila Brands.
Those consumers tossing and turning at night are increasing, according to the National Sleep Foundations’ 2009 Sleep in America Poll. The number of Americans who reported getting fewer than six hours of sleep each night was 20 percent; in 2001, that number was 13 percent. Twenty-seven percent of Americans said their sleep was disturbed due to personal finance concerns (16 percent), the economy (15 percent) and/or employment concerns (10 percent). About one-third (31 percent) said they experience mood difficulties that impact their sleep and health. Specifically, 24 percent reported they were worried, tense or anxious. Of those with problems sleeping, 43 percent said they use a sleep aid at least a few nights each week.
Anxiety Disorders Association of America says anxiety affects 40 million American adults and the National Institutes of Health (NIH) reports 60 million have insomnia frequently or for extended periods of time.
“Given these statistics, it is not surprising that those suffering from stress and insomnia are searching for relief,” said Gene Bruno, MS, MHS, Jarrow Formulas consultant and dean of academics at Huntington College of Health Sciences.