Kline + Company has been tracking the rising trend of stress-relief supplements online, set against the backdrop of the cost-of-living crisis and global political instability.
Our consumer wellness trends 2025 report shows a clear shift toward preventative health solutions. “Be cool” was Trump’s message to the people on X on April 9, and our last report unearthed that this did little to alleviate American’s worries. Our market analysis using social listening tools revealed that fear is becoming a more prevalent emotion in online U.S. political discourse. In the wake of this emotional shift, U.S. shoppers’ interest in stress management products, particularly supplements, is rising.
Supplements Well-Received by U.S. Consumers
Compared to Germany (29%), Japan (20%) and the United Kingdom (33%), U.S. consumers are most likely to take vitamins or supplements to maintain or improve their health (39%)*. Nearly 8 in 10 U.S. consumers (77%) believe that relaxation is just as important as exercise to maintain physical and mental health*. A close comparison of social media mentions of U.S. tariffs and stress-relieving supplements showcases that there is a link between them. Two weeks after the tariff discussion peaked, conversations about stress supplements ramped up. Our U.S. supplement consumer insights show that shopper intent has been climbing this year, illustrated by U.S. google search popularity of stress-management supplements gaining 12.3% year-on-year. Americans are increasingly looking to biohack their bodies, seeking stress-relief strategies as part of their broader preventative health consumer demand.
Social Media’s Impact on Wellness Trends
Social media platforms have significantly boosted awareness of wellness trends, especially stress-related products. Shoppers flock to these platforms to discuss recommendations, product efficacy, and side effects. Our analysis shows that online chatter about stress products and supplements, which is usually seasonal, increasing during winter months, soared this April and climbed up +71% since the beginning of the year, compared to the last months of 2024.
This surge coincided with the spike in TikTok health product trends, with U.S. TikTok views rising 124% YoY**. Calm gummies, sprays, and other cortisol management supplements are being heavily advertised on TikTok, and a relatively high proportion of the 60M average weekly views are paid.
Brands are leveraging social media to tap into heightened consumer emotions, but successful health and wellness marketing strategies will need to balance emotional appeals with authenticity and trust.
Key Focus Areas for Marketing Strategies
Survey results showcase that the U.S. population wants the health and wellness industry to focus on affordable pricing (55%), fitness and exercise (33%), aging population (27%), ethical practices (26%), and preventative care solutions (28%)*. As consumers become more aware of the negative effects of stress and heightened cortisol, stress management supplements slot in perfectly as a preventative solution. Analysis of online conversations also reveals several trending topics within stress management products: sleep quality, weight, gut health, and the gut-brain axis. Supplements targeting the gut-brain axis, especially probiotics, are gaining traction as consumers recognize the critical link between gut health and emotional wellbeing.
Adaptogens and Cortisol Supplements: High-Demand, Low-Competition Opportunities
Adaptogens such as Ashwagandha, Bacopa, CBD, Curcumin, Ginkgo biloba, Ginseng, and Valerian, among other herbs are being explored for their potential stress-management benefits. Notably, the Ashwagandha supplements trend is particularly strong among younger consumers seeking natural anxiety solutions. Meanwhile, cortisol supplements, often featuring ashwagandha or magnesium, present a significant opportunity for brand owners. Search volume for “cortisol supplements” is rising sharply, yet no brand has established dominance in shoppers’ minds. U.S. consumers are not searching for specific brands in connection to ‘cortisol supplements,’ leaving a healthy competitive landscape for new market entrants to build a strong brand association.
What’s Next in Consumer Wellness?
The hunger for biohacking stress and improving overall wellbeing is growing. Industries are responding by innovating with:
- Neurocosmetics in beauty (targeting skin stress and aging)
- Nootropics in food and drink (boosting brain health and stress resilience)
Both categories are positioned for rapid growth in 2025 and beyond, fueled by rising consumer expectations for holistic, preventative health solutions.
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