Increase in consumer awareness about mental well-being and holistic health is seen as one of the cornerstone for the global stress relief supplement market.
Market size reached approximately USD 576.8 million in 2023. The market is prophesied to augment from USD 605 million in 2024 to the USD 635.2 million in 2025, at a CAGR of 5.1% throughout the forecast period.
As per the latest market analysis performed by Future Market Insights, global sales of stress relief supplement are anticipated to witness an impressive growth rate of more than 5.5% during the period from 2025 to 2035, accounting for a market value of USD 1084 Million by the end of the assessment period.
It is driven by rising rates of anxiety, insomnia, burnout and work-related stress among people of all ages. Consumers are looking for dietary supplements that contain things like ashwagandha, L-theanine, valerian root, chamomile, magnesium and adaptogens, at least partly because of a greater preference for natural, plant-based solutions. These compounds might also support cortisol balance and calm as a non-dependence non-sedative option.
The shift has been increasingly driven by a shift in post-pandemic consumer behaviour towards proactive wellness, fuelling product innovation and brand growth within this space. To make them more accessible and easier to take, brands are launching stress-relieving supplements in formats to use daily, such as gummies, chewables, beverages and powders.
The North America market leads the current market due to high adoption of health supplements, an advanced retail network, and substantial investment in research and product development (R&D). On the other hand, Asia Pacific gained the fastest growth on urban lifestyle stressors, increased awareness regarding mental health, and integration of traditional herbal medicine in modern formulations.
As e-commerce becomes an increasingly important distribution channel and direct-to-consumer brands and digital wellness platforms enact influencer marketing, clean-label promises, and clinical claims to build trust and credibility among millennials and Gen Z consumers, large CPG companies have turned to acquisitions to broaden their portfolios.
| Attributes | Description |
|---|---|
| Estimated Industry Size (2025E) | USD 635.2 million |
| Projected Industry Value (2035F) | USD 1084 million |
| Value-based CAGR (2025 to 2035) | 5.5% |
Such innovative and scientifically validated personalised bioavailable stress relief formulations can garner increasing interest in this decade. Expanding product lines into adjacent health categories (eg: Sleep, Nootropics, Mood enhancers) will serve the market players. As demand for food supplement and nutrition products rises, stress relief supplements are gaining significant traction among health-conscious consumers.
Helpfully, the following semi-annual update breaks down CAGR changes across two overlapping forecast cycles 2024 and 2025 enabling stakeholders to assess the market’s performance cumulatively over time.
| Particular | Value CAGR |
|---|---|
| H1(2024 to 2034) | 5.0% |
| H2(2024 to 2034) | 5.2% |
| H1(2025 to 2035) | 5.4% |
| H2(2025 to 2035) | 5.5% |
However, during the 2024 to 2034 period, the overall growth of the stress relief supplement market has been consistent, with a CAGR of 5.0% in the first half and a slightly higher 5.2% in the second half. This trend was fueled by rising global anxiety rates and a higher mainstream awareness of adaptogenic solutions.
The upward curve continued for the 2025 to 2035 period. H1 was 5.4% ahead, supported by consumers prioritizing standards for natural health routines and daily stress mitigation. H2 peaking at 5.5%, indicates strong long-term interest in tools that aid in stress reduction, providing part of broader preventive wellness strategies. This steady increase in CAGR highlights an increase in dependency of consumers on stress relievement supplements for their emotional and cognitive balance.
The stress relief supplements market within Tier 1 is dominated by globally renowned nutraceutical and wellness companies, which are involved in the manufacturing of a wide diversity of functional health products, such as those related to mental wellness and stress management. These players have a stronghold owing to their wide product portfolios, clinical research, and large distribution across pharmacies, e-commerce, and retail chains.
Nestlé Health Science, available under its brand Vital Proteins, has collagen blends that are enhanced with ashwagandha and magnesium for stress and mood support. Other big players like Pfizer (through Centrum) and Unilever (through OLLY) have also entered the foray with multivitamins with stress-specific formulations that include modern wellness ingredients like L-theanine, GABA, and adaptogens. Companies in Tier 1 have high brand trust, access to a large market, and spend heavily on R&D and consumer education.
Tier 2 covers medium sized companies with an exclusive focus on herbal, natural, and lifestyle-based formulations with exposure to stress management. Proprietary and branded ingredients Future Market Insights (FMI) analysts have identified several of the leading brands, including Nature’s Way and NOW Foods, which have established dominance in the United States and around the world with high-quality botanical supplements, including standalone or mixed offerings that feature adaptogenic actives like ashwagandha, rhodiola, and valerian root.
Gaia Herbs is a leader in organic, farm-to-capsule herbal formulations, and has established itself as a trusted name for stress support in nature. They are known for transparency in labeling, high efficacy, and above all a customer base that favors holistic wellness solutions.
Tier 3 consists of smaller and specialty brands shaking up the space, with clean-label, plant-based or functional formulations geared to millennial and Gen Z consumers. These are things like Moon Juice and Cymbiotika, startups that market premium stress relief supplements in contemporary arrangements: tinctures, powders, gummies, liquid sachets.
These brands tend to tout extra lifestyle perks like improved focus, sleep, and energy, calling on powerful ingredient combos like reishi mushroom, schisandra berry, magnesium glycinate, and CBD. Marketing is primarily fueled by social media, influencer partnerships and direct-to-consumer approaches.
The stress relief supplements market is growing rapidly owing to factors such as awareness regarding mental health, increase in cases of burnout, and demand for stress management without the use of medications. Across the different price points, brands are continuing to focus on science-backed formulations, clean ingredients and multifunctional benefits in response to changing consumer demands. Innovation and consumer preference in this highly competitive sector continue to be driven by trends towards personalization, sustainability and transparency.
Rising Mental Health Awareness and Demand for Daily Stress Support
Shift: As global mental health concerns grow, consumers are putting daily emotional wellness first. With the COVID-19 pandemic, remote working, social isolation, and economic instability, stress levels have reached record highs. As a result, more consumers are ever more focused on incorporating stress relief supplements into their daily health routines, preferring non-prescription, herbal or natural options that are seen as less risky and more holistic.
Strategic Response: Companies including Olly, Nature Made and CalmAid have created stress supplements that include ingredients like ashwagandha, L-theanine, magnesium and GABA. These products are often advertised as safe, non-addictive alternatives that offer “mood balance,” “tension relief” or “calm support.” Companies are also using clinical studies and certifications for building trust and showcasing efficacy.
Functional Botanicals and Adaptogens Step into the Spotlight
Shift: PENM112 is part of a growing trend across the planet as consumers lean towards plant-based solutions for stress management, makes adaptogenic herbs easy to incorporate and growing in popularity due to their reputation for helping the body cope with stress and restoring balance in the body. Leading ingredients in this segment include ashwagandha, rhodiola, holy basil, lemon balm, and passionflower.
Strategic Response: Gaia Herbs, Himalaya and Garden of Life are implementing standardized, high-potency botanical extracts while advertising their place of origins and sustainability, as well as their health benefits. One of the common tools in brand communication is to build stories around traditional medicine such as Ayurveda or Traditional Chinese Medicine (TCM), cross-validated with contemporary clinical science.
Increased Preference for Gummies and Easy Formats
Shift: Old school supplement formats like capsules and tablets are being upended by more palatable, convenient formats, like gummies, chewables, powdered sachets and ready-to-drink mixes. Younger demographics, especially Millennials and Gen Z, are fueling the demand for enjoyable formats with taste profiles.
Strategic Response: Olly and Nature’s Bounty are leaders in the new wave release of stress-relief gummies featuring flavorful blends of L-theanine, lemon balm and chamomile. On the other hand, Calm Drinks and Moment serve ready-to-drink beverages infused with adaptogens and nootropics. These formats appeal to on-the-go lifestyles, fit for daily-use occasions like commuting, studying or relaxing at night.
Stress Supplements for Certain Lifestyles and Demographics
Shift: The increasing trend towards personalized wellness is creating stress supplements to fit specific demographics. There are different formulations for specific needs as hormonal balance, academic stress, workplace burnout and senior cognitive wellness.
Strategic Response: Moon Juice’s “SuperYou” targets female consumers seeking hormone-balancing adaptogensGoli Nutrition added B12 to its Apple Cider Vinegar gummies to promote energy and mood balance. Investments for formats that suit teens, elder-safe dosing and gender-targeted positioning to alleviate certain stressors are on the rise.
Formulations In Synergy: Mood, Sleep and Energy
Shift: Consumers want holistic supplements that help not just with stress relief, but also with related areas like sleep quality, cognitive performance and sustained energy. Multi-benefit products are enticing due to their convenience and all-in-one wellness value.
Strategic Response: Olly’s “Goodbye Stress + Sleep” targets the hormones with calming herbs and melatonin for a nighttime roll; Nature’s Way “Calm & Focus” blends stress relief with nootropic benefits. Brands are making ever more of these dual or triple function products available (and in bundles and subscriptions) to increase customer lifetime value.
E-Commerce Growth and Direct-to-Consumer Engagement
Shift: The online shopping channel has become the primary distribution channel for stress relief supplements through a heavy reliance upon peer reviews, influencer marketing, and educational content. DTC (Direct-to-Consumer) was fast-tracked by the pandemic particularly in the wellness space.
Strategic Response: Beam, Ritual, HUM Nutrition and other digital-first brands utilize Instagram, TikTok, and YouTube for outreach. Engagement relies on features such as auto delivery subscriptions, personalized supplement quizzes, influencer partnerships, and community reviews. But platforms like Amazon and iHerb have overhauled their wellness offerings through curated lists, verified review systems and trendy algorithms.
Regional Preferences and Localization of Ingredients
Shift: Ingredient preferences are likely to vary by region based on local cultural practices and regulatory policies. North American and European consumers are flocking to ashwagandha and lemon balm; Japanese, South Korean and Chinese markets prefer ginseng, jujube and reishi mushrooms.
Strategic Response: Product development closer to the end market. In Asia-Pacific, stress relief teas and supplements frequently feature TCM or Ayurveda-based mixes. CBD (where legal), hemp extracts, and lion’s mane mushroom are trending in the West. Brands are also calibrating flavors and aesthetics for cultural relevance.
Evidence-Based Claims and Patent Scrutiny
Shift: Consumers want validated efficacy with a science backer as demand surges. At the same time, regulators such as the FDA (USA), EFSA (EU), etc., are moving toward stricter policies on health claims on dietary supplements.
Strategic Response: Major players dedicate resources to clinical studies, independent testing, and transparent sourcing of ingredients to establish credentials. Nature Made and Pure Encapsulations are prominent among those brands, and both prioritize certifications (USP, NSF) while lending QR codes to product packaging that link to tables of detailed research and lab reports. This is building long-term consumer trust in a crowded market.
Innovative Delivery Systems and Multi-Use Products
Shift: To expand user experience and increase compliance, brands are getting inventive outside the traditional formats. Dissolvable strips, drink sachets, transdermal patches and even topical balms with stress-relieving ingredients are increasingly appealing to consumers.
Strategic Response: New stress-relief patches with botanical-infused extracts for slow-release delivery are hitting the market, such as NuCalm and OnMi. Other fine, new wellness items include Calm Strips, drinkable packets of powdered enhancements, oil roll-ons whatever works on a sensory level. Robust bioavailability and rapid-acting systems are emerging as key differentiators.
The table below showcases the top five countries expected to lead demand growth for stress relief supplements:
| Country | CAGR, 2025 to 2035 |
|---|---|
| USA | 5.4% |
| Germany | 5.6% |
| China | 5.7% |
| Japan | 5.2% |
| India | 6.3% |
In fact, the stress relief supplement market-particularly in the United States-continues to grow as people become increasingly aware of mental health, burnout, and wellness. With an increasing number of Americans experiencing stress on a daily basis, consumers are looking for natural alternatives to help them cope with anxiety, improve their sleep, and boost their emotional health. Supplements including ashwagandha, l-theanine, magnesium and GABA appear to be some of the most popular due to their (perceived) calming effects.
A shift in health towards holistic, preventive approaches is driving demand for adaptogenic blends and clean-label solutions. Millennials and Gen Z consumers prefer plant-based, vegan, gluten-free, and non-GMO supplements. Digital wellness platforms, mental health applications and telehealth services, meanwhile, are generating additional demand in a synergistic manner for adjunctive supplements.
Sales are still dominated by e-commerce, and both subscription-based wellness boxes and the influencer circuit helped reveal new products. Premium-positioned products with clinical trials, third-party testing, and sustainable packaging are making their way on shelf in both online and health store channels like Whole Foods, Sprouts and Amazon.
Germany has become a natural hub for stress relief supplements, owing due to the longstanding tradition of herbal medicine and natural healing ingredients. German consumers usually go for natural, time-honored botanicals like valerian root, passionflower, lemon balm and chamomile and generally find them in capsule, tincture, or powder form. The country’s strict regulatory framework and focus on quality and efficacy inspire consumer confidence in the products they purchase.
Demand is especially high among working professionals, students and older adults seeking stress management without dependency on pharmaceuticals. Companies that tout evidence-based formulations, organic certifications, and transparent sourcing stand out in a crowded market.
And retailers like Reformhaus and organic pharmacy chains carry a host of local and international brands. Growing concerns around sleep quality and digital burnout are also driving up sales of stress supplements that promote relaxation and recovery at night.
The need for stress relief supplements in India is rising with urbanization, work pressure, their effects and fast living resulting in anxiety and sleep disorders, among others. Consumers are coming more slant toward holistic wellness and immunity enhancing products based on Indian Ayurvedic principles.
Ashwagandha, brahmi, tulsi and jatamansi are important ingredients in stress relief formulations. These are being packaged into capsules, powders, herbal teas and liquid drops. Urban millennials are turning to these products to improve their mental well-being and help manage daily stress, buoyed by rising disposable incomes and digital access.
The expanding D2C (direct-to-consumer) landscape in India has given birth to a multitude of wellness startups creating personalized supplements and herbal blends. Leading distributors include online health portals and marketplaces like 1mg, Netmeds and Amazon India. Stress relief supplements are packaged as part of wider lifestyle solutions, promoted by local awareness campaigns, yoga studios and wellness influencers.
In India, where demand is driven also by IT professionals, students looking at competitive examinations, not to mention fitness enthusiasts now including mental wellness products into their diets.
| Segment | Value Share (2025) |
|---|---|
| Ashwagandha (By Source) | 28.4% |
In light of its centuries-old role in Ayurvedic medicine and increasing clinical support for its adaptogenic benefits, ashwagandha has become the cornerstone of the stress relief supplement space. The herb is known to help balance cortisol levels, alleviate anxiety, and improve sleep quality some of which are the top concerns consumers are facing with chronic stress in the modern world.
Interest in ashwagandha supplements is especially pronounced in the North American and European market, where a growing trend among the general public toward natural, plant-based health alternatives is prompting consumers to look for scientifically validated and tested ingredients. In addition, broad-based inclusion in products with wellness slants like nootropics, functional drinks and daily wellness routines has propelled ashwagandha into the mainstream beyond the niche_of the herbal market.
Leading supplement names including Gaia Herbs, Himalaya Wellness, and Goli have capitalized on ashwagandha’s wide appeal by introducing clean-label formulations with high bioavailability. Its trending profile among athletes, students, and working professionals have solidified its status as a mainstream ingredient for overall mood support, energy balance, and emotional wellness.
With greater awareness among consumers, relative ease of regulatory entry across the globe, and the rising tide of holistic wellness trends, ashwagandha has a bright future in the stress-relief supplement space, particularly in terms of innovative delivery formats including gummies and powders.
| Segment | Value Share (2025) |
|---|---|
| Capsules & Tablets (By Form) | 41.7% |
Capsules and tablets remain the leading delivery format for stress relief supplements on the market and is driven by convenience of dosing, long shelf life, easy availability, and consumer familiarity. Such formats are still the most trusted way to deliver a wide spectrum of functional actives, such as melatonin, L-theanine, Rhodiola and ashwagandha.
Consumers seeking serious, functional, clinical-grade solutions for stress management often prefer capsules or tablets due to their precise dosing and ease of incorporation into existing supplement regimens for daily consumption. Capsules are recommended by healthcare specialists and naturopaths, solidifying consumer trust in this system of delivery.
This provides a huge opportunity to do these multi-ingredient blends and timed-release formulations, which make it very attractive for targeted outcomes like sleep support, cognitive clarity, or even just general mood regulation.” Brands like Nature’s Bounty, NOW Foods and Himalaya use this form to provide single-source and combinations that target stress, anxiety and burnout.
Capsules and tablets also have a more established supply chain, can be manufactured on a larger scale and at a lower cost, and thus afford the mass and premium market. Capsules have been the backbone of the stress supplement market, particularly for serious, repeat users, despite the growing popularity of new, more novel forms, such as gummies and oils.
Of the dozens of active ingredients in the stress relief supplement market, several of the biggest players are Himalaya Drug Company, Cureveda, and Nutraceutical International Company. No wonder these companies have created a solid reputation among consumers by offering natural, herbal and clinically researched formulas to help alleviate stress, reduce distress and promote mental health. Their product portfolios often include adaptogens like ashwagandha, valerian root, L-theanine, magnesium, and B-complex vitamins, catering to increasing demand for holistic wellness solutions.
In this market, brand positioning is heavily informed by clean-label trends, transparency in sourcing and efficacy supported by traditional medicine or contemporary scientific research. These companies have also utilized digital marketing, influencer collaborations, and e-commerce marketplaces to reach and retain consumers.
For instance:
Other notable companies include Natureplus, Panchamrit, Pharmalinea Ltd., Virtue Vitamins LIC and Foresta Organics, all eyeing a share of the spoils through dosage formats, sustainable packaging and niche wellness positioning. This next-generation market of mindful consumers often encompasses premium ingredients, vegan certifications, and sustainability efforts.
The increasing threat of health issues related to stress across the globe owing to the modern lifestyle stimuli will keep the competition in the stress relief supplements landscape fierce through both, established and emerging market participants, identifying alternative synergies between ingredients and forging partnerships across the spectrum of nutrition, including personalized nutrition and digital health.
The market is segmented by source into ashwagandha, chamomile, lavender, melatonin, rhodiola, and L-theanine.
Based on form, products are available as capsules & tablets, oils, powders, and gummies.
In terms of category, the market is divided into organic and conventional products.
Distribution channels include hypermarkets/supermarkets, convenience stores, drug stores/pharmacies, specialty stores, online channels, and other distribution outlets.
Industry analysis has been carried out in key countries of North America, Latin America, Western Europe, Eastern Europe, Balkans & Baltic, Russia & Belarus, Central Asia, East Asia, South Asia & Pacific, and the Middle East & Africa.
The industry is estimated at a value of USD 635.2 million in 2025.
Sales increased at a CAGR of 5.5% between 2020 and 2024.
Leading companies in the natural supplements and herbal wellness market include Himalaya Drug Company, Cureveda, Natureplus, Panchamrit, Nutraceutical International Company, Pharmalinea Ltd., Virtue Vitamins LIC, and Foresta Organics.
The North American region is projected to hold a significant revenue share by 2025, driven by increasing consumer awareness and demand for preventive healthcare solutions.
The industry is projected to grow at a forecast CAGR of 5.5% from 2025 to 2035.
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Stress Relief Supplement Market
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