According to a new survey commissioned by manufacturer Pharmavite and undertaken by Harris Interactive, an estimated 10 to 20 percent of Americans experience a seasonal change in their mood each year, particularly during the winter months.

Some of the coping mechanisms people use to tackle such mood changes can have further negative effects on health, says the survey - thereby highlighting the potential for effectively marketed nutritional goods to replace some of these habits.

Condition-specific product positioning has been a growing field for supplement marketers because it appeals to consumers by providing them with a ready-made formula to help alleviate symptoms or help prevent conditions for which a consumer may be particularly vulnerable.

The survey found that women tend to be more proactive than men when it comes to positive coping mechanisms to enhance overall well-being.

The market researcher concluded that 64 percent of women make time to relax, versus 53 percent of men; while 54 percent of women seek the comfort of family and friends, versus 45 percent.

Men are also much more likely to use unhealthy coping behaviour. According the researcher's figures, 18 percent of men relied on alcohol to help them through, compared to 9 percent of women.

Pharmavite suggests products, including some it proffers, which contain SAM-e to relieve seasonal mood changes. SAM-e (S-adenosyl-L-methionine disulfate p-toluenesulfonate) is a naturally occurring molecule produced by the body and is responsible for helping regulate mood. In times of stress this compound is said to decrease in the body - as a supplement it has been linked to improving and enhancing mood.

"Choosing options that work with the body, such as physical activity and a healthful diet, can make a big difference," said Elizabeth Somer, author of Food & Mood.

Somer recommends a diet that's complete with mood-enhancing foods, including protein-rich lean meats, complex carbohydrates such as whole wheat bread, omega-3 fatty acids and fruits and vegetables rich in antioxidants.

Harris Interactive conducted the online survey between October 16 and October 18, 2007 among 2,981 adults aged 18 and over.