Supplement firm sees opportunity in stress epidemic

By Hank Schultz

- Last updated on GMT

©Getty Images - The Good Brigade
©Getty Images - The Good Brigade

Related tags ashwagandha adaptogenic herbs adaptogens stress management Dietary supplements Dietary supplement industry Dietary supplement

A supplement firm capitalizing on the ‘biohacking’ trend has released a new supplement it says addresses the epidemic of stress that followed in the wake of the pandemic.

A company called Neurohacker Collective, a Carlsbad, CA-based supplement marketer, said the market is ripe for stress management products.  The company cited new research by the American Psychological Association (APA) that found that 80% of survey respondents are experiencing ‘significant stress.’

War, inflation cited as stress triggers

Among the top reasons for increase stress in the recent survey were “the rise in prices of everyday items due to inflation (e.g., gas prices, energy bills, grocery costs, etc.) (cited by 87%), followed by supply chain issues (81%), global uncertainty (81%), Russia’s invasion of Ukraine (80%) and potential retaliation from Russia (e.g., in the form of cyberattacks or nuclear threats) (80%).”

APA also said there is also a significant psychological overhang from the pandemic, with 69% of respondents reporting that their lives had been changed forever. 

“While a majority (51%) reported this change as neither positive nor negative—simply different—the long-lasting implications of the pandemic are clear. The survey also revealed continued hardships for vulnerable populations, concerns for children’s development among parents and entrenched, unhealthy coping habits,”​  the APA survey said.

Those unhealthy coping habits included drinking too much alcohol and eating too much, the survey reported.

Product aimed at stress as well as focus

In response to these trends, Neurohacker Collective has launched a new supplement it claims will help consumers deal with their heightened levels of stress. Called Qualia Resilience, the supplement is based on a lengthy list of vitamins and minerals. Those include megadoses of thiamine and pantothenic acid.

In addition, the supplement includes some specific adaptogenic ingredients. Chief among these is Noogandha, a branded form of ashwagandha extract offered in a liposomal form.  The ingredient is manufactured by Specnova, a branded ingredient manufacturer based in Tysons Corner, VA.  The 225 mg dosage in the Qualia Resilience product matches the lower level used in the studies Specnova says it has done to support the ingredient.

Other notable ingredients include L-theanine, Holy Basil and Eleuthero.  The company claims the product is aimed at both stress reduction and health focus support.

"Strong focus and fast-paced productivity are necessities of success in many workplaces and arenas of life,”​ said Neurohacker CEO James Schmachtenberger. "Qualia Resilience offers a form of nutritional support that promotes these two forms of mental enhancement simultaneously. That balance provides novel market potential."

The company claims all of its products are non-GMO, vegan, gluten free, and devoid of any proprietary blends.

That attention to detail doesn’t come cheap, however.  The product retails for $52 for a 28-supply, which can be cut to $44 if a consumer is willing to sign up for a subscription.

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