Ashwagandha is growing in popularity—and is proving to be beneficial among U.S. college students. 

Ashwagandha is growing in popularity—and is proving to be beneficial among U.S. college students. Over the course of the pandemic, natural supplements and remedies surged in sales as consumers looked for ways to ease their anxieties. According to the American Botanical Council’s 2020 market report, ashwagandha (an herb known for reducing stress and anxiety) became mainstream “with sales increasing by 185.2%.” This prompted researchers from the University of Colorado Colorado Springs to conduct a study testing the wellness benefits among college students, who arguably need stress reduction the most. They found that ashwagandha improved the overall wellbeing and health of students giving them “sustained energy, heightened mental clarity and enhanced sleep quality.” YPulse’s What Is Wellness? trend report data shows that 38% of Gen Z and Millennials want the definition of wellness to be more holistic. (Nutra Ingredients)