A recent survey finds consumers have seized on taking more control of their health and happiness, relying on supplements to help reduce stress and improve their mental health. Experts told The Food Institute companies that are able to convince consumers of the quality of their ingredients and the balance of nutritional content will be well positioned to take advantage of that trend.
The U.S. dietary supplement business was estimated at $68.7 billion in 2025 by Grand View Research and was expected to reach $131.1 billion by 2033.
“More than 67% of Americans currently practice mental/emotional self-care, up from 59% in 2022,” a Circana report revealed, with the goal being a reduction in stress and an increase in happiness. Artificial intelligence also is gaining a foothold in this area.
The focus is on adaptogens, which come from plants and fungi.
“The opportunity is positioning products around ingredients that have legitimate stress and cortisol support, adaptogens like ashwagandha, magnesium, L-theanine, and reishi are all gaining mainstream recognition,” registered dietician Kristin Kuminski of The RX Index told FI.
“Brands that can combine functional ingredients with the indulgence factor – think dark chocolate with magnesium – are hitting [key] needs.”
Some 60% of those surveyed told Circana they’re actively trying to limit stress – a top concern for 37% – and a quarter said adding more joy to their lives is a priority. As a result, stress management products and indulgent foods are of particular interest.
“Shoppers are embracing a variety of products to help them in that effort,” the report said.
The Rise of ‘Functional Indulgence’
Chef Ruth Elnekave, the CEO of JOYA, said the only real way to reduce stress is to reduce exposure to stressors. JOYA produces dietary supplements in the form of beverage blends and “chocolates powered by adaptogens.”
“While consuming indulgent treats – a/k/a stress eating – releases feel-good chemicals like dopamine, serotonin and endorphins, this is a very short-lived mood boost that does nothing to address chronic stress and its implications on our health,” Elnekave told FI.
Kezia Joy, registered dietician and medical adviser at Welzo, said all this is leading to a category called “functional indulgence” that’s combined with healthy benefits and comforting flavors.
“Brands that use recognizable flavor profiles (chocolate) with proven, gentle ingredients (magnesium, etc.) and calming botanicals will offer a product experience that will help bridge this gap,” Joy said.
“How a product is positioned in the market is equally important as its composition. Messaging about a product should be clear and focused on promoting the consumer’s overall wellness rather than focusing on reducing stress in order to promote trust with consumers over time.”
The Food Institute Podcast
In this episode of Food for Thought Leadership, Food Institute Chief Content Officer Kelly Beaton steps in as guest host to interview Fransmart CEO Dan Rowe on the evolving restaurant labor market. Rowe challenges operators to view labor not as a cost to minimize but as a strategic investment, noting that the most successful brands are those that “staff for the sales they want” and prioritize retention, engagement, and culture amid ongoing workforce constraints.
