Data from ADM’s latest global Sleep, Stress and Mood Report points to a widening sleep satisfaction gap and shifting consumer expectations around science-backed solutions. According to the report, three out of four global consumers surveyed agree that sleep quality affects their daily lives, but fewer than half reported feeling refreshed in the morning.
During an interview at SupplySide Global 2025, June Lin, vice president of global innovation marketing at ADM, outlined how these trends are shaping formulation strategy and ingredient innovation.
Sleep satisfaction gap widens amid stress pressures
Regional findings from the report show that 47% of North American consumers struggle most with stress-related sleep disruptions, which was higher than any other demographic surveyed.
These concerns continue to influence supplement purchasing decisions, including interest in familiar ingredients such as chamomile, magnesium and melatonin, as ADM’s report highlighted that “68% of consumers are interested in ways to support their sleep, with nearly half (49%) willing to pay for effective solutions.”
When asked about drivers behind the gap between perceived sleep importance and actual sleep satisfaction, Lin pointed to increasingly interconnected wellness concerns.
“Consumers want a holistic view of health, they’re looking for multiple ways to achieve it, so adding postbiotics into their routine actually gives them that ability to do so,” she said.
Biotics gain ground as consumers seek multifunctional benefits
While botanicals and minerals remain category staples, ADM’s report indicates that “more and more consumers are starting to understand that biotics may be the next secret to success.”
As Lin explained, “many consumers today already recognize probiotics, and they’re starting to understand what postbiotics are and also that the benefits that they offer are very similar to probiotics.”
The report showed that “81% of U.S. consumers believe postbiotics can offer similar benefits as probiotics” when provided with clear definitions: specifically, digestive health, immune support and energy as the top associations with biotics.
Further, postbiotics may offer formulation advantages because “new product innovation can benefit greatly from postbiotics’ ability to retain efficacy through various formulation environments,” according to the report.
Format preferences shift further towards convenience
ADM’s research finds continued momentum behind baked goods and gummies, but “ready-to-drink tea is the top format consumers would like to see specifically designed to help support sleep.” Lin noted that manufacturers are working to balance efficacy with taste and texture expectations as interest grows in these consumer-friendly delivery systems.
With stress and sleep closely linked, ADM’s report describes “the sleep-stress paradox”, which highlights the cycle in which poor sleep increases stress and heightened stress worsens sleep. Lin emphasized that this awareness is opening new opportunities for integrated formulation approaches designed to address both concerns simultaneously.
