The world mood enhancing supplements market dimension was USD 727.9 million in 2024. The mood enhancing supplements market expanded at a rate of 2.1% in 2025, allowing the global demand to reach above USD 742.8 million in 2025. Market value-gainful sales of ALPR is expected to cross USD 1,001.0 million by end of 2035 with 3.05% CAGR through 2025 to 2035.
This rising public acceptance of mental health and its prioritisation in regards to overall health is contributing to one of the largest markets for mood-enhancement supplements. For this reason, consumers increasingly seek out natural and effective mood enhancement and stress reduction methods, and supplements containing herbs like ashwagandha, valerian root, St. John’s Wort and other mood-enhancing herbs are skyrocketing in popularity.
Given the growing recognition of mental wellness, particularly in younger generations, the appetite for natural, non-pharmaceutical mechanisms for mood-enhancement and anxiety-reduction has only grown. Moreover, the rising incidence of mental health conditions such as anxiety and depression, coupled with the growing focus on holistic health solutions, is expected to continue driving demand for such supplements.
The segment has also grown in the expanded retail access such as bricks and mortar retailers and e-tailer sites promoting mood boosting supplements. Besides, many brands are experimenting with their product formulations authentically using old ingredients, but modernising the technologies to make them stronger.
| Attributes | Description |
|---|---|
| Estimated Global Mood Enhancing Supplement Industry Size (2025E) | USD 742.8 million |
| Projected Global Mood Enhancing Supplement Industry Value (2035F) | USD 1,001.0 million |
| Value-based CAGR (2025 to 2035) | 3.05% |
As consumers increasingly favor natural and plant-based products, the market will be assisted in the forthcoming years. The social media and influencer culture is the driving force and the hype around mental wellness will remain, followed by growth. Besides, the rise of personalized wellness solutions focusing on individual requirements and preferences are expected to improve efficacy of these supplements and increase their acceptance.
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The table below shows the six months change in the CAGR for the base year (2024) and the current year (2025) for global mood-enhancing supplement industry. The summary offers key changes in performance and highlights revenue recognition trends, enabling stakeholders to comprehend the trajectory of growth for the year.
| Particular | Value |
|---|---|
| H1(2024 to 2034) | 2.8% |
| H2(2024 to 2034) | 3.0% |
| H1(2025 to 2035) | 3.1% |
| H2(2025 to 2035) | 3.2% |
The market in the first half (H1) of the next decade (2025 to 2035) is expected to grow at a CAGR of 3.1% and the second half (H2) of the same period recorded a CAGR of 3.2%. H1 data shows a clear upward trend and H2 indicates an increasing of consumer and market demand and expansion.
Tier 1 consists of a peer group of competing companies that dominate revenues, global reach, and product breadth. These players have a very strong brand presence, and they allocate a major share of their spending for advertising, each of them exposure a good amount of investment on clinical trials and R&D to launch innovative formulations specifically addressing mental wellness and cognitive health.
Pfizer Inc. and Nestlé Health Science are case in point. Pfizer has included mood-lifting elements in its supplement offerings, and Nestlé Health Science also increased its footprint in the nutraceuticals space with mood, stress and brain health-focused products through, because like Garden of Life and Persona Nutrition.
Tier 2 consists of companies with decent revenue and regional or niche market strength. They aren't as well-known as Tier 1 players, though are known for niche product lines, science-backed formulas, and resonance with specific consumer groups, such as vegans, athletes, or those suffering from chronic stress.
For example, brands like NOW Foods and Gaia Herbs also provide mood enhancers based on herbal and adaptogen extracts, a popular ingredient combination. These companies do battle on clean-label, plant-based ingredients and sustainable sourcing and appeal towards wellness-oriented lifestyles and health-minded consumers.
Tier 3 includes newer and smaller brands that are positioning themselves in the mood-enhancing supplements space. These brands might have limited availability or market share but are staking out territory with e-commerce, direct-to-consumer sales and influencer-fueled marketing.
These include OLLY and HUM Nutrition, which create mood-support supplements presented in trendy packaging and easy-to-find formulations that often boast ingredients such as ashwagandha, GABA or 5-HTP. There are many Tier 3 companies which are highly dependent on digital branding, subscription models and social proof to scale and compete with big incumbents.
Reformulations for Health-Conscious Consumers
Shift: With mental well-being becoming an integral part of holistic health, consumers are on the lookout for clean-label mood enhancing supplements that are free of harmful ingredients like GMO, plant based, and sugar free. The global appetite for natural adaptogens (such as ashwagandha and rhodiola), nootropics, and vitamins (B-complex, D3, magnesium) has skyrocketed, led by North America and Europe.
Today’s consumers demand formulations free from artificial colors, preservatives and synthetic fillers. Functional ingredients that help mood regulation, but also support sleep, focus, and stress relief are seeing massive momentum.
Strategic Response: Top brands including Nature Made and Olly herb out their mood-support lines with artificial ingredients, infusing them instead with botanical and clinically validated compounds. Goli Nutrition released an ashwagandha-infused gummy that went viral for its holistic stress-relief and mood-boosting benefits.
NOW Foods reformedulated its supplement range with plant-based capsules, and also released a new adaptogenic blend designed to appeal to wellness-centred Gen Z and millennial shoppers. In the UK, Holland & Barrett (London) introduced a reformulated serotonin-support blend containing saffron extract and 5-HTP to appeal to natural product users.
Expansion into Ready-to-Eat (RTE) Formats
Shift: While convenience is a growing driver of purchasing behavior, this trend results in a jump toward ready-to-consume formats things like drinkable shots, mood-/performance-enhancing drinks, effervescent tablets, and functional gummies. Urban professionals, students and fitness-oriented consumers gravitate towards conveniently consumable, quick-on-the-go formats that integrate seamlessly into their days.
Strategic Response: Neuro Drinks and Recess are just a few players that have paved the way for mood-enhancing drinks made with added ingredients like magnesium, L-theanine and hemp extract, and also have been experiencing double-digit growth in the combined category of USA wellness drink sales. OLLY debuts Quick Dissolve Tablets for instant mood support.
Vital Proteins followed suit with collagen-infused beverages that also claim to aid with mental clarity thanks to added nootropics. To cater to millennials looking for a convenient and discreet source of stress relief, CJ CheilJedang in South Korea issued mood support jelly drinks in 2023, swelling sales in the functional food sector by 14%
Innovation for the Ever Younger Consumer
Shift: Millennials and Gen Z are overhauling the supplement space. They want transparent labeling, Insta-worthy packaging and multitasking supplements that aid mood, focus, sleep and immunity. This group has a strong interest in non-pill formats, including gummies and beverages. They’re also interested in brands with sustainable and ethical stories.
Strategic Response: Moon Juice and The Nue Co. have come along behind the trend of “cool wellness” with aesthetically branded, Instagram-ready packaging. Cymbiotika introduced bioavailable mood drops that resonated with health-conscious Gen Z shoppers on TikTok.
Mindright Snacks launched nootropic-infused chips, and Health-Ade stepped into the functional soda space with a kombucha that enhances gut health and boosts mood. These innovation-first strategies helped drive a 20% increase in purchases among 18-35-year-old consumers.
The Rise of Omnichannel Capabilities for Retail and Digital Distribution Partners
Shift: Consumers want to take mood enhancing supplements and for them to be available everywhere, not just in pharmacies and health food stores, but also through mainstream supermarkets and online platforms. Expansion into retail chains and e-commerce giants beyond borders is important for market penetration.
Strategic Response: Unilever’s OLLY increased its retail footprint significantly with East Coast distribution at Target and CVS, helped drive a 15% increase in shelf sales in North America and Europe. Nature’s Bounty worked with services like Amazon Fresh and Instacart to claim last-mile delivery customers. In India, Cureveda entered Reliance Retail and BigBasket. Mindbodygreen, on the other hand, connected with boutique gyms and yoga studios to sell curated supplement boxes, also growing its DTC channel revenue by 30%.
Sustainable and Ethics Sourcing Commitments
Shift: Consumers are starting to tie their purchasing decisions to ethical and environmental values. In Europe, sustainability affects the brand loyalty of more than 60% of supplement purchasers. Packaging, sourcing transparency and carbon footprint disclosures have also become mission-critical.
Strategic Response: Garden of Life and Ritual, which have made moves to more fully recyclable and compostable packaging and emphasized traceable ingredients, responded. A Pukka Herbs launch of FairWild-certified ashwagandha-based teas and supplements won over the eco-conscious European market. Gaia Herbs launched blockchain-enabled traceability tools, allowing consumers to scan ingredients back to the source. Such actions led to a 12% year-on-year increase in eco-centered customer retention.
More Accessible: Competitive Pricing Strategies
Shift: Interest in mood-enhancing supplements is increasing, yet the category is often viewed as pricey. However, price sensitivity particularly in emerging markets and across students or middle-income households - continues to impede mass adoption.
Strategic Response: Both Swisse and Vitabiotics introduced cheaper, entry-level SKUs in markets such as Brazil and India to make products more accessible. Sundown Naturals rolled out value packs of mood supplements at a 15% discount in major USA grocery chains, spurring a 10% increase in bulk purchases. TrueBasics (India), on the other hand, launched a pocket-friendly range of mood gummies, enabling college-age consumers access to premium-quality supplements and driving an 18% volume growth across Tier 2 cities.
Leveraging E Commerce and Subscription Models
Shift: The supplement landscape has changed forever thanks to subscription services, DTC sales and influencer-led e-commerce. Dozens of products are also moving towards subscription models, with monthly auto-ship available to 35% of USA and UK buyers of mood supplements a practice often incentivized by a discount on the subscription as well as personalization.
Strategic Response: Companies like Care/of and Persona Nutrition take things a step further and offer personalized supplement packs based on consumer health surveys, lifting retention rates by more than 40%. Hum Nutrition created “Mood Kits” by subscription, doubling monthly recurring revenue.
Amazon and Flipkart introduced focus on wellness bundles of mood-enhancing supplements to boost their basket size by 11%. In China, By-Health added WeChat mini-program subscriptions to enable customized well-being journeys for young professionals.
Regional Solutions Adaptation Strategies
Shift: Region-wise demand for mood-enhancing supplements varies immensely, The USA and UK tend to favor capsules based on adaptogens and nootropics. In Japan and South Korea, the dominant forces are mood drinks and functional jellies. Ayurvedic mood remedies are booming in India, while herbal teas and tinctures are gaining traction in Europe.
Strategic Response: Domestic and export markets for Himalaya Wellness and Organic India's Ashwagandha-based products have surged. Yakult Honsha also launched fermented drinks for a mood state in Japan, leading to a 9% rise in sales.
PharmaLinea launched capsules based on saffron in Europe, which has fared well in uptake from France and Germany. Zenith Nutrition confined its mood support range to the Middle East, launching halal-certified and alcohol-free formats and achieving a 13% increase in regional adoption.
The following table shows the estimated growth rates of the top five territories. These are set to exhibit high consumption through 2035.
| Country | CAGR 2025 to 2035 |
|---|---|
| USA | 3.9% |
| Germany | 3.1% |
| China | 3.3% |
| Japan | 4.8% |
| India | 5.8% |
Driving the growth of the USA Mood Enhancing Supplement Market at a steady CAGR of 3.9%, are the mental health consumer outlook, clean-label formulations and pull towards personalized nutrition. USA consumers are moving away from synthetic formulations and towards plant-based and adaptogen-rich supplements like ashwagandha, rhodiola and L-theanine.
That move reflects wellness-oriented lifestyles and increasing consumer skepticism of drugs. Nootropics and mood balancers that help reduce anxiety and increase focus and calm are increasingly popular, especially among millennials and Gen Z, and e-commerce is accelerating that trend, as new platforms such as Amazon and Thrive Market are creating new DTC channels for these niche and organic products. Regulatory clarity courtesy of the FDA along with the mental health implications of the pandemic also guarantee that the market will mature and consumers trust their outlay.
Germany’s market is projected to grow at a 3.1% CAGR, driven by strong demand for organic, vegan, and herbal mood enhancers. German shoppers are particularly aware of product transparency and sustainability and have driven a boom in supplements featuring eco-friendly packaging, traceable ingredients and fewer synthetic additives. Popular are herbal remedies such as valerian root, lemon balm and chamomile; prevalent food and beverage formats with functional benefits calming herbal teas and infused drinks are going mainstream.
Germany’s strong pharmaceutical and nutraceutical infrastructure has positioned local brands, such as Doppelherz and Queisser Pharma, to round out offerings with clinically supported formulations. Regulatory convergence with EU standards also enhances consumer trust and promotes seamless market access across European frontiers.
China has become the main driving force with a CAGR of 3.3%, thanks in large part to rapid urbanization, mental wellness education, and explosive growth in the e-commerce market. As awareness of mental health issues such as stress, burnout and anxiety in high-pressure work environments has grown, consumers are seeking out traditional Chinese ingredients like ginseng and reishi mushroom, now incorporated into modern supplement formats such as gummies, capsules and functional drinks.
Tmall & JD and the larger landscape of livestreaming commerce in China com supplement verticals have quickly made both local and imported mood-enhancing brands popular. Local players, too, are experimenting with combining traditional medicine and scientific research, and appealing to younger generations. Government-sponsored mental wellness programs and an evolving attitude toward self-care have made the uptake of such products all the more buoyant.
| Segment | Value Share(2025) |
|---|---|
| Ashwagandha (By Ingredient) | 18.6% |
Because consumer interest in mental wellness continues to rise, ashwagandha a centuries-old adaptogen used for generations in Ayurvedic medicine has also become an increasingly ubiquitous ingredient in the mood-boosting supplement world. Due to its natural properties that can reduce stress levels and regulate cortisol, the herb is often the herb of choice for people looking to manage the effects of anxiety and mood disorders without resorting to synthetic methods.
Due to the fast-paced world we live in and a high-stress and burnout lifestyle, Ashwagandha Supplements have recently gained popularity among working professionals, students, and fitness enthusiasts.Many major nutraceutical brands now include Ashwagandha in their high-end formulations, specifically highlighting its cognitive-enhancing and calming properties.
Moreover, clinical studies supporting its anxiolytic attributes have further entrenched it into store shelves, most notably in clean-label and herbal supplement categories. This confirms the worldwide trend towards botanical and plant-based wellness, thus placing the category on a strong upward trajectory.
| Segment | Value Share(2025) |
|---|---|
| Gummies (By Form) | 27.4% |
As a result of their superior palatability, ease of use, and growing consumer preference for non-pill options, gummies have become among the most popular delivery format in the mood-boosting dietary supplement market. Unlike capsules or tablets, gummies provide a more satisfying and natural consumption experience particularly for younger adults, teens and even older populations with swallowing issues.
Gummies have become an enticing delivery form for brands focused on daily stress management, mood elevation, and sleep improvement, thanks to their vivid colors, appetizing flavors, and chewable format. In addition, the increasing emphasis in wellness toward the routine has worked in partnership with the “fun and functional” approach offered through gummies, allowing for better adherence to whichever supplementation regimes are being administered. Formulators have also started mixing several mood-supportive ingredients Ashwagandha, L-theanine and vitamin B complex, for instance into one gummy format for ease of use and added value for end-users.
Nestlé Health Science and Herbalife Nutrition for instance are among the major companies which is competeable at the forefront to extend the market with brand identity, product advancement and innovation. They have been able to enhance consumer preference by making a range of mood-boosting supplements available, specifically stress relief and general mental wellness products.
This diversity creates the opportunity to increase the number of consumers in addition to allowing these firms to compete with others. In addition, several new methods of different packaging and formulations have also been constantly explored by these manufacturers both for better usability and effectiveness of their supplements.
And as well as, there are plenty of growth opportunities in the mood-enhancing supplement market with partnerships and collaborations. By tapping into these established wellness chains and retail platforms, these brands have positioned themselves as more visible and accessible to new customers on the go.
For instance:
The global industry is estimated at a value of USD 742.8 million in 2025.
Sales increased at 1.5% CAGR between 2020 and 2024.
Some of the leaders in this industry include Nature Made, Thorne, GNC Live Well, Nature made, Citracal, Pure Synergy, Nutricost.
The North America is projected to hold a revenue share of 38% over the forecast period.
The industry is projected to grow at a forecast CAGR of 3.05% from 2025 to 2035.
The market includes popular components such as Vitamin D, Vitamin B, S-Adenosyl-L-Methionine, Omega-3s, Magnesium, Ashwagandha, and Theanine.
The supplements are available in various types such as Powder, Oil, Capsules, Gummies, Soft Gels, and Chewable Tablets.
The mood-enhancing supplements are sold through multiple outlets, including Hypermarkets and Supermarkets, Convenience Stores, Specialty Stores, Health and Wellness Stores, and Online Retail.
The market is segmented as North America, Latin America, Western Europe, Eastern Europe, East Asia, South Asia & Pacific, Central Asia, Russia and Belarus, Balkan & Baltic Countries, Middle East and Africa.
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Mood Enhancing Supplement Market
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