“You are what you eat.”

The idea that what we eat affects how we feel isn’t new, but the rise of "mood food" takes it to a whole new level. No longer just about fueling the body, food is now being marketed as a way to enhance mood, reduce stress, and boost cognitive function. From calming teas laced with adaptogens to chocolate bars claiming serotonin-boosting effects, functional foods designed to support mental well-being are rapidly filling grocery store shelves. And it’s not just clever marketing—consumer demand is driving this shift. Recent research (1) found that one in four people in the UK will experience a mental health issue, with one in six struggling with anxiety or depression in any given week. And now, 60% of consumers believe that diet plays a crucial role in mental health, with nearly 40% changing their eating and drinking habits to support their well-being.

This growing interest in mood-supporting foods is backed by science. Certain nutrients have well-documented links to mental and emotional health, which explains why many food brands are increasingly formulating products with ingredients that claim to support relaxation, focus, and resilience to stress. Take omega-3 fatty acids, for example, found in fatty fish, they play a crucial role in brain function and have been associated with lower rates of depression (2). Vitamin D, naturally produced from sunlight but also found in fortified dairy and mushrooms, helps regulate serotonin and circadian rhythms, both essential for mood stability (3). Meanwhile, the gut-brain connection has become a hot topic, with research suggesting that a healthy gut microbiome can positively influence mental well-being (4). That’s why fermented foods like yogurt, kimchi, and kombucha are increasingly positioned as mood-boosting staples.

Consumers today aren’t just looking for traditional comfort foods, they want snacks, drinks, and supplements specifically designed to support emotional well-being. Brands have responded by incorporating everything from probiotics and prebiotics for gut-brain health (like Olipop)  to magnesium for stress reduction (like Moon Juice’s Magnesi-Om), and botanicals like ashwagandha and chamomile for relaxation (even liquors have been jumping into the botanical ring like Ketel One’s Botanicals line of vodkas). As a result, functional foods are evolving from niche wellness trends to mainstream must-haves, reflecting a bigger shift in how we think about food, not just for sustenance and survival, but as a tool for better mental health.

The growing fascination with mood food is driven not only by emerging research but also by how certain scientific concepts have captured consumer imagination. Terms like "gut-brain axis," "serotonin-boosting," "adaptogens," and "stress-reducing nutrients" have made their way from academic papers into food marketing, shaping perceptions of what ingredients can truly enhance mental well-being. While some claims are well-supported by science, others rely on a mix of early-stage research and compelling storytelling.

The gut-brain axis has become one of the most influential concepts in the functional food space (5). This bi-directional communication system between the digestive system and the brain is now central to how many mood foods are marketed (6). Consumers have embraced the idea that a healthy gut = a healthier mind, largely due to research showing that over 90% of serotonin—the neurotransmitter associated with happiness and emotional stability—is produced in the gut. Probiotic-rich foods like yogurt, kefir, kimchi, and kombucha are now widely promoted as gut-healthy options that can improve mood, with labels touting "live cultures" and "microbiome balance" as key selling points. But while the gut-mood connection is promising, the science is still evolving. The extent to which specific probiotics influence mental well-being depends on the strain, dosage, and an individual’s gut microbiota composition—nuances that don’t always make it onto product labels. Still, the buzz around gut health has fueled a major consumer shift, making fermented foods a staple for those seeking natural mood support.

Beyond gut health, neurotransmitters like serotonin, dopamine, and GABA play a direct role in mood regulation—and brands have been quick to highlight ingredients that supposedly boost these "feel-good" chemicals (7). Tryptophan, an amino acid found in foods like turkey, eggs, nuts, and dairy, is a well-known precursor to serotonin, often promoted as a natural way to support mood and relaxation (8). Similarly, dopamine-boosting foods, such as those high in tyrosine (bananas, avocados, dark chocolate), have gained traction in product marketing for focus and motivation (9). Meanwhile, GABA (gamma-aminobutyric acid)—a neurotransmitter that promotes relaxation—is increasingly being added directly to functional beverages and supplements marketed as "calming" or "stress-reducing." While some evidence supports dietary GABA’s role in relaxation, the extent to which ingested GABA crosses the blood-brain barrier remains a topic of scientific debate. However, the appeal of hacking brain chemistry through food continues to drive consumer interest, even when the research is still emerging.

Another major player in the mood food trend is cortisol, the body’s primary stress hormone. Chronic stress and high cortisol levels are linked to anxiety, mood swings, and fatigue, which is why foods claiming to regulate stress response have surged in popularity (10). Enter adaptogens—plant-based compounds said to help the body resist stress and restore balance. Ingredients like ashwagandha, rhodiola, holy basil, and reishi mushrooms are now being incorporated into teas, snack bars, and even chocolates, often marketed as “stress-relieving” or “calming” superfoods (11). Scientific research does suggest that ashwagandha, in particular, may help lower cortisol levels, but the effectiveness of other adaptogens varies based on dose, extraction method, and individual biology (12). Nonetheless, the word "adaptogen" itself has become a buzzword, lending an air of scientific credibility to many functional foods, even when research is still in early stages.

As scientific insights into the gut-brain axis, neurotransmitters, and stress hormones continue to unfold, food brands are quick to incorporate these concepts into their marketing narratives. While many mood-boosting foods are rooted in legitimate research, the way they are positioned in the marketplace often oversimplifies complex biological processes. Consumers are increasingly drawn to products that claim to "balance the microbiome," "boost serotonin," or "lower cortisol", but the reality is that diet is just one piece of the larger mental wellness puzzle. Still, the shift toward food as a tool for mental health represents an exciting evolution in nutrition. Whether driven by hard science or compelling storytelling, the mood food trend has reshaped the way people approach eating—not just for physical health, but for emotional well-being, too.

As the mood food trend gains momentum, food product developers face a unique challenge: how to position functional ingredients in a way that resonates with consumers without overpromising or misleading. While the science behind gut health, neurotransmitters, and stress regulation is compelling, consumer perception often oversimplifies these concepts, creating a gap between marketing claims and actual efficacy. Navigating this space requires balancing scientific credibility, regulatory compliance, and consumer expectations.

Consumers are drawn to scientific-sounding terms that imply direct mood-enhancing effects. Words like “serotonin-boosting,” “cortisol-balancing,” and “neuro-supportive” have become powerful marketing tools, shaping purchasing decisions even when the science is nuanced. The gut-brain axis is a perfect example—while there’s strong evidence linking gut health to mood, the effectiveness of specific probiotics or prebiotic fibers in regulating emotions is still evolving. Yet, many probiotic-enriched products use phrases like “for a happy gut and happy mind,” creating the perception that consuming a single yogurt or kombucha will directly improve mood. Similarly, adaptogens like ashwagandha and reishi mushrooms are often positioned as “stress-reducing” or “calming” in snack bars, teas, and supplements. While some studies suggest they may help regulate cortisol, their effects depend on dosage, frequency, and individual biology, factors rarely highlighted in marketing claims. This leads consumers to expect immediate or noticeable benefits, when in reality, these compounds often work gradually or as part of a larger dietary pattern.

Unlike pharmaceuticals, functional foods and nutraceuticals cannot claim to “treat” or “cure” mental health conditions. Regulatory bodies like the FDA (U.S.), EFSA (Europe), and other national agencies strictly limit health claims for food products (13). Instead, brands must rely on structure-function claims, such as:

• “Supports a healthy stress response” instead of “Reduces anxiety”
• “Promotes cognitive function” instead of “Improves memory and focus”
• “Supports gut health, which plays a role in mood regulation” instead of “Boosts serotonin levels”

Developers must ensure that any health-related claim is backed by evidence, with clear wording that avoids implying guaranteed or immediate effects. Overstepping these boundaries can lead to regulatory scrutiny, lawsuits, and consumer distrust.

While science-driven storytelling is key in marketing mood-enhancing foods, education and transparency are just as important for building consumer trust. Rather than promising instant stress relief or serotonin boosts, brands should help consumers understand how adaptogens, probiotics, and omega-3s work over time to support mental well-being. Thoughtful communication—through packaging, marketing, and brand messaging—can bridge the gap between scientific reality and consumer expectations, ensuring people make informed choices rather than buying into exaggerated claims. Mood-supporting foods also need to be framed as part of a broader lifestyle approach rather than a quick fix. No single product can cure stress or anxiety, and brands that acknowledge this reality foster stronger loyalty. Positioning functional foods as one piece of a holistic well-being strategy, alongside balanced nutrition, sleep, and stress management, sets realistic expectations and builds long-term trust.

Scientific credibility is essential. Consumers are increasingly skeptical, so backing claims with peer-reviewed research, third-party certifications, and standardized dosages helps strengthen legitimacy. Partnering with nutritionists, neuroscientists, and mental health experts further enhances credibility, showing that a product is more than just a trend. In a landscape flooded with buzzwords, brands that focus on transparency, science, and holistic well-being will stand out as trusted leaders in the mood food movement.

The mood food space presents an exciting opportunity for food product developers, offering a unique intersection of nutrition, mental well-being, and consumer-driven innovation. As interest in functional foods for emotional and cognitive health continues to grow, brands have the chance to differentiate themselves by delivering products that are both effective and credible. But navigating consumer perception requires a careful balance between leveraging the latest scientific insights, maintaining regulatory compliance, and crafting messaging that resonates without overpromising. While consumers are increasingly eager for foods that enhance mood, focus, and stress resilience, misleading claims or exaggerated expectations can quickly erode trust, leaving brands vulnerable to skepticism or backlash.

Success in this space depends on authenticity and responsible marketing. Brands that invest in scientific validation, transparent ingredient sourcing, and clear consumer education will not only stand out but also build lasting relationships with their audience. This means moving beyond buzzwords and ensuring that functional claims are backed by legitimate research, third-party verification, and realistic consumer guidance. Rather than positioning mood-enhancing foods as a quick fix, companies that highlight their role within a holistic lifestyle—one that includes balanced nutrition, sleep, and stress management—will create stronger, more sustainable demand.

As the mood food market matures, the brands that prioritize integrity over hype will emerge as leaders in the evolving landscape of food and mental health. The opportunity lies not just in capitalizing on a trend, but in shaping the future of functional nutrition in a way that is scientifically sound, ethically marketed, and genuinely beneficial to consumers. By embracing innovation, education, and transparency, companies can redefine how food contributes to emotional well-being—ultimately fostering a marketplace that is both credible and transformative.

Parents understand that the maintenance of their child’s health and wellness is their responsibility; however, many parents face various challenges when trying to do so. FMCG Gurus findings highlight that sugar is the ingredient that parents are most conscious about in food and drink products, with 74% of consumers concerned by sugar content in products. As children are typically drawn to sugary indulgences, parents are concerned by the link between obesity and diabetes and the hidden sugars in products.

Many parents believe that the complex labeling used by brands disguises ingredients. As a result, brands should ensure that nutritional labeling is made clear and simple for parents so that they are able to unpick the nutritional profile of products within seconds.