By Janet Poveromo
Americans are described as a population of extremely busy people. So why can’t we sleep?
“Before the late 1800s and the appearance of electric lights, people generally went to bed when the sun set and woke with its rising. This means that in the dark days of winter, our ancestors were sleeping 10-12 hours each night,” noted Cheryl Myers, vice president health sciences with Enzymatic Therapy (Green Bay, WI).
“This is a far cry from sleep in the 21st century, and it’s not just the lack of hours—the quality of our sleep has also dramatically deteriorated. Increased stress, inadequate nutrition and poor sleep habits have caused a dramatic increase in sleep problems, including light sleeping, early waking, restless sleep and even insomnia,” Myers added.
Amanda Steele, co-founder and chief operating officer of Dreamerz, (San Francisco, CA), agreed: “Since the invention of the light bulb, it is estimated that the average adult went from sleeping about 10 hours per night to only 6.2 hours per night today. One would think that with the exhaustion of maintaining busy schedules, we’d be sleeping like babies, however the opposite is true,” she said. “Sleep issues in America mainly stem from stress (55 percent of Americans site sleep difficulties dues to worry and stress) and an aging population. As a result, 54 percent of us are suffering from insomnia a few nights a week.”
Steele noted that age-related sleep problems are growing with 76 million Baby Boomers entering their 40s, 50s and 60s. “Sleep issues as we age are mainly due to decreased levels of melatonin, our natural sleep regulating hormone. As we get older, our melatonin levels decline gradually while some older adults produce very small amounts or none at all. To add to age-related sleep issues, 30 million Boomer women will be experiencing menopause by the year 2010, which can also be a source of sleeping difficulties.”
There are many reasons for sleep disturbance, and Michael T. Murray, ND, director of product development and education with Natural Factors (Everett, WA), listed some of the most common:
• Anxiety or tension
• Depression
• Environmental change
• Emotional arousal
• Fear of insomnia
• Fear of sleep
• Phobia of sleep
• Hypoglycemia
• Disruptive environment
• Pain or discomfort
• Caffeine
• Drugs
• Alcohol
Michael T. Murray, ND, director of product development and education with Natural Factor’s, offered his “Ten Tips for Preparing for a Good Night’s Sleep.”
1. Make your bedroom primarily a place for sleeping.
It is not a good idea to use your bed for paying bills, doing work, etc. Help your body recognize that this is a place for rest or intimacy.
2. Make sure your room is well ventilated and the temperature consistent.
And try to keep it quiet. You could use a fan or a “white noise” machine to help block outside noises.
3. Incorporate bedtime rituals.
Listening to soft music, sipping a cup of herbal tea, etc., cues your body that it’s time to slow down and begin to prepare for sleep.
4. Keep a regular schedule.
Try to go to bed and wake up at the same time everyday, even on the weekends. Keeping a regular schedule will help your body expect sleep at the same time each day.
5. Don’t oversleep to make up for a poor night’s sleep—doing that for even a couple of days can reset your body clock and make it hard for you to get to sleep at night.
6. Relax for a while before going to bed. Spending quiet time can make falling asleep easier. This may include meditation, relaxation and/or breathing exercises, or taking a warm bath. Try listening to recorded relaxation or guided imagery programs. Get out of bed if unable to sleep.
7. Don’t lie in bed awake.
Go into another room and do something relaxing until you feel sleepy. Worrying about falling asleep actually keeps many people awake. Don’t do anything stimulating. Don’t read anything job related or watch a stimulating TV program (commercials and news shows tend to be alerting).
8. Don’t expose yourself to bright light. The light gives cues to your brain that it is time to wake up.
9. Consider changing your bedtime.
If you are experiencing sleeplessness or insomnia consistently, think about going to bed later so that the time you spend in bed is spent sleeping. If you are only getting five hours of sleep at night, figure out what time you need to get up and subtract five hours (for example, if you want to get up at 6 am, go to bed at 1 am). This may seem counterproductive and, at first, you may be depriving yourself of some sleep, but it can help train your body to sleep consistently while in bed. When you are spending all of your time in bed sleeping, you can gradually sleep more, by adding 15 minutes at a time.
10. Perform Progressive Relaxation.
This technique is based on a very simple procedure of comparing tension against relaxation. The procedure begins with contracting the muscles of the face and neck, holding the contraction for a period of at least one to two seconds and then relaxing the muscles. Next the upper arms and chest are contracted then relaxed, followed by the lower arms and hands. The process is repeated progressively down the body, i.e., the abdomen, the buttocks, the thighs, the calves, and the feet. Then work your way back up to your head. This whole practice is repeated two or three times. This technique is often used in the treatment of anxiety and insomnia.
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Alternative Remedies
While a great number of Americans are turning to prescription medications to address their sleep issues, savvy consumers have become aware that it is not only the quantity of sleep that is important, but also the quality.
“There are a number of special natural products that I have found to be extremely reliable in helping to improve sleep quality,” said Natural Factor’s Murray, offering what he thinks is the best of the bunch:
Melatonin, a hormone secreted by the pineal gland (a small gland in the center of the brain), is one of the best aids for sleep. In several studies, supplementation with melatonin has been found helpful in inducing and maintaining sleep in both children and adults, for both people with normal sleep patterns and those suffering from insomnia. However, it appears that the sleep-promoting effects of melatonin are most apparent only if a person’s melatonin levels are low. In other words, taking melatonin is not like taking a sleeping pill or even 5-HTP. It will only produce a sedative effect when melatonin levels are low. A dosage of 3mg at bedtime is more than enough. “I prefer products that provide sublingual (under the tongue) tablets,” said Murray.
5-Hydroxytryptophan (5-HTP) is converted in the brain to serotonin—an important initiator of sleep. 5-HTP has also been reported in numerous double-blind clinical studies to decrease the time required to get to sleep and to decrease the number of awakenings. “Taking it near bedtime with a carbohydrate source, such as fruit or fruit juice, can enhance the sedative effects of 5-HTP. The recommended dosage is 50-100mg,” Murray said.
L-theanine is an important consideration when trying to get a better night’s sleep, Murray added. At typical dosages (e.g., 100-200mg), L-theanine does not act as a sedative, but it does significantly improve sleep quality. It is an excellent support agent to melatonin and 5-HTP. Natural Factors makes a chewable tablet called Tranquil Sleep that provides L-theanine singularly or in combination with 5-HTP. These ingredients exert synergistic effects to promote restful sleep. At higher single dosages (e.g., 600mg), L-theanine does exert sedative action, Murray added.
Enzymatic Therapy’s Myers said that consumers have become aware—and fearful—of prescription medication side effects. “Use of Ambien (zolpidem) can lead to hallucinations, severe confusion and even sleepwalking. Some people report transient amnesia with Ambien use. Other sleep medications actually worsen sleep quality by keeping you in light sleep. Only the deep stages of sleep provide ‘restorative sleep’—the kind needed to repair the body and restore overall health,” she said.
There are a number of long-standing herbs and supplements that can help naturally restore restful sleep, Myers added. One combination, Fatigued To Fantastic Revitalizing Sleep Formula, includes valerian and hops (two herbs that work best in combination), L-theanine, an amino acid found in green tea and the traditional herbs (wild lettuce, Jamaican dogwood and passionflower).
A second effective combination, known as Sleep Tonight, combines ashwagandha, epimedium and magnolia extracts, the amino acid L-theanine and phosphatidylserine. This formula has been clinically shown to reduce cortisol (stress hormone) levels, decrease feelings of stress and improve sleep quality, Myers said.
Curt Finckler, senior brand manager with Nelson’s (North Andover, MA), said Rescue Sleep “calms a restless mind, providing natural relief for sleeplessness caused by stress and repetitive thoughts. Such products provide a safe, natural, non-narcotic solution to combat your stress levels. It’s an effective and practical way to balance emotions and restore energy.”
Another option is Nelsons’ SleepAid, Finckler said, a homeopathic combination remedy developed by Nelsons Homeopathy, a brand with over 140 years of tradition providing natural, homeopathic healthcare.
SleepAid includes several 30c potency homeopathic ingredients, such as Kali brom, Coffea cruda, Passiflora, Avena, alfalfa and Valeriana in a simple, sugar pillule. Together, the ingredients provide temporary relief for occasional sleeplessness and, as with all homeopathic ingredients, they are free from side effects.
Todd Oretsky, president with Neriah Naturals in West Palm Beach, FL, said the company formulated Relaxity to address stress and its relation to insomnia. “Relaxity allows the user to calm down and therefore get a great night’s sleep without any drowsiness,” Oretsky said. “It is effective during the day and at night.” The product contains a whole food based GABA (naturally produced) and potent adaptogenic herbs, including Rhodiola Rosea. Relaxity’s GABA has undergone double-blind, placebo-controlled clinical trials.
Lauren Grossman, a natural health consultant and self-described “vitamin savant” with Value Nutrition (Huntington, NY), said Relaxity works because it addresses GABA deficiency as well as adrenal support. Between the economy and Starbucks consumption, she said her customers are in a state of the “jitters.” “Everyone is asking for a natural product: housewives, executives and—would you believe—teenagers. Sales are increasing without a doubt.”
Steele points to a series of studies by the Massachusetts Institute of Technology that show small doses (0.3mg) of melatonin raise blood melatonin levels to normal nighttime levels and can help people fall asleep and improve sleep quality through the night.
The company’s Dreamerz dietary supplements come in three forms: a soothing dairy beverage, a chocolate pillow or a fruit-flavored mix that can be added to water. They are formulated with Lactium (dairy) or Pharma-GABA (chocolates and fruit-mix) for relaxation, and a patented low dose of melatonin (0.3mg) to promote restful sleep. “And Dreamerz products taste fantastic because of their high-quality natural ingredients, helping people to look forward to bedtime again,” Steele said.
Also used in Roex’s (Irvine, CA) Lights Out product, “Melatonin is a widely accepted and well regarded ingredient commonly used to help reset one’s internal clock and get back on track to healthy sleep cycles,” said Chris Bolduc, the company’s VP of retail sales. “Melatonin, like many ingredients, is widely available, but choosing a pharmaceutical grade form ensures greater purity and potency for little to no extra cost. The benefits of melatonin are enhanced when combined with vitamin B6,” he said. Vitamin B-6 is needed by the body to convert the amino acid tryptophan into the hormone serotonin, and both serotonin and melatonin are needed for the body to achieve a deep reparative sleep. Traditional herbs, such as passionflower, valerian root, chamomile and the amino acid L-Theanine, can benefit relaxation prior to and during sleep.
Joe, owner of Nature’s Pantry (Glen Oaks, NY), said he’s selling more natural sleep remedies because “no one wants to take products with side effects, so they’re looking for a natural alternative. Customers are finding information on melatonin. They come back for more because they get results.”
He uses Lights Out “from time to time,” he said. “I get a good night’s rest. I wake up feeling refreshed and take my morning run. I take it with calcium right before bed. It’s a great combination.”
Alternative Merchandising
Over the past year, products that address stress, sleep and anxiety are growing by 17 percent in natural product stores and 22 percent in food, drug and mass outlets, according to Matt Schueller, senior vice president of marketing with Enzymatic Therapy.
Given this rapid growth, it makes sense to have a section of products in your store that are merchandised by the sleep/stress/anxiety condition and have signage in the store that allows shoppers to easily find it, noted Schueller.
“Make sure that people are aware that you offer ‘drug-free,’ ‘non-habit forming’ natural sleep and stress options,” Schueller added.
He suggested retailers use off-shelf merchandising techniques such as end caps, displays, clip strips or power wings to merchandise the products throughout the store and allow shoppers to easily see product offerings. Signage on the front windows of the store, like “Natural, Drug-Free Sleep Options” or “Relieve Stress—Drug Free,” will get noticed. Also, provide educational materials to help people understand the sleep cycle, what causes imbalance, the effects of caffeine and natural ways to reduce cortisol, and lead people to natural, effective ways to sleep and relieve stress.
“More retailers are recognizing the opportunity to offer their customers a one-stop solution for all their sleep needs,” said Dreamerz’s Steele. This new “integrated sleep set” could include items such as sleep masks, earplugs and aromatherapy, in addition to supplements and OTC sleep aids. There is also an opportunity to offer a secondary merchandising location with clip strips or countertop displays near a pharmacy or general merchandise location to intercept the 34 percent of customers who have sleep issues that are currently going untreated. Moreover, customers need education about the risks of sleep deprivation, benefits of healthy sleep and easy tips for creating a healthy sleep routine. The Dreamerz team works with retailers on a store level to educate employees, pharmacists and technicians about healthy sleep and customer needs so that retailers can better serve those in search of sleep solutions.
Since working and single mothers make up a large proportion of poor sleepers, savvy marketers will target this group via ad placements in women’s magazines, on-line women’s forums and by sponsoring regional and/or national events that support women’s issues, Bolduc said. “E-newsletters and podcasts that discuss in detail the challenges that result from sleep deprivation, and tips to improve sleep habits provide an affordable format to both connect with and educate prospective customers” would be another wise choice for retailers.
Roex’s daily health talk radio show, “The Truth About Nutrition,” provides straight talk about nutrition, the body and overall wellness options, Bolduc added. This vehicle helps educate listeners and independent storeowners each day on the value nutrition has in our lives. In addition, Roex offers the ability to hold conference call training for regional/national training, in-store training for staff and customers, as well as corporate sponsored training seminars. Roex retailers also have unlimited access to free technical data sheets on each of the products in its line.
The Importance of Sleep
Adequate sleep is absolutely necessary for long-term health and regeneration. Many different physiologic processes occur during sleep, so without sufficient amounts of sleep our body and mind do not get recharged, noted Murray.
“The importance of sleep to our mood is obvious, but often overlooked. For me, it is more challenging to be a positive, joyful and passionate person if I did not get a good night’s sleep,” Murray said. “My feeling is that our sleep quality is directly proportional to the quality of our mood and our life.” VR
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