Stress and sleep have been top of mind for consumers since the pandemic. In 2025, the mood/relaxing category was the fastest-growing supplement category globally and in Eastern Europe. Brands are increasingly launching new products addressing mood and mental acuity; therefore, differentiation is crucial to succeed in the market.
We have collected market data on the persisting trend.
Key points:
- in 2025, supplement launches positioned for »brain-mood health« and »mental acuity« grew by 19% in Eastern Europe (Innova Market Insights, January 2026)
- the mood/relaxing dietary supplement category achieved a 7,3% growth globally and a 21,5% growth in Eastern Europe in 2025 (Euromonitor, January 2026)
- stress, anxiety, and mood balance are among the top 5 health consumer concerns globally when deciding which supplements to buy (SPINS, September 2025)
- consumers who wish to address their sleep health are searching for more holistic solutions, shifting away from melatonin-based products (SPINS, September 2025)
- only 51% of global Gen Z consumers are satisfied with the amount of sleep they get daily, 53% are satisfied with their overall quality of life as a result of their sleeping habits, and 48% are satisfied with their daily sleep quality (FMCG Gurus, June 2025)
- across all consumer health groups, mental wellbeing is the first term that comes to mind when trying to define health in 2025 (Euromonitor, June 2025)
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