The global cognitive health supplement market is evolving due to demand for solutions that support memory, concentration, stress resilience, mood, sleep, and energy, driven by scientific advancements, shifting consumer expectations, and a deeper understanding of the interplay between diet, brain function, and overall well-being. An increasing demand for solutions targeting memory, focus, stress resilience, and neuroprotection is reshaping product development, marketing strategies, and regulatory frameworks. In uncertain times, consumers prioritise well-being. 60% seek strategies to boost mental health, preferring products that promote happiness, mood enhancement and stress reduction (1). Companies are adapting by integrating sustainable sourcing, personalised formulations, and discoveries in neuroscience and the gut-brain axis to create more effective cognitive health solutions.

In the cognitive health industry, sustainability is a fundamental priority—not only for its environmental and ethical impact but also for the "warm glow" effect, where consumers experience a sense of fulfilment and positive emotions when making sustainable choices (2). This has prompted companies to implement regenerative agriculture, eco-friendly extraction technologies, and biodegradable packaging. Sustainable ingredient sourcing, including organic-certified botanicals, is crucial for reducing environmental impact while maintaining potency. Green extraction techniques, such as supercritical CO₂ and water-based methods, enhance purity while minimising waste (3). Upcycling food industry by-products like fruit peels and cocoa husks is an innovative approach that recycles valuable bioactive compounds (4).

Regional variations in consumer priorities impact ingredient selection and product positioning. North American and European markets show a clear emphasis on memory enhancement due to age-related cognitive decline concerns. Asia-Pacific consumers prefer stress relief, emotional balance, and adaptogenic herbs. North Americans like nootropic formulations for better productivity and mental stamina. Citicoline, Phosphatidylserineand Bacopa monnieri are popular here. Europeans favour nootropics for their neuroprotective benefits in an ageing population. In the Asia-Pacific market, ginseng and ashwagandha support brain health. Companies blend validated compounds and botanicals to market to different markets: cognitive performance (Western) and stress resilience (Eastern) (5-6).

Personalisation is another growing trend that is transforming cognitive health solutions. Advances in genetic testing and microbiome research are enabling the development of tailored supplements based on individual biomarkers, neurochemical profiles and gut microbiota composition (7). Nutrigenomics is allowing companies to create formulations that address specific genetic predispositions for cognitive decline and optimise nutrient absorption.

In parallel, microbiome research is highlighting the crucial role of gut health in cognitive function, mood regulation and neuroinflammation. Prebiotics, probiotics and polyphenols are increasingly integrated into formulations to support cognitive resilience via the gut-brain axis (8).

AI-driven platforms further refine personalisation by analysing biometric data and lifestyle habits to provide customised recommendations, ensuring precision and efficacy.

Age and gender also affect ingredient selection and claims in cognitive supplements. Younger adults (18-35), particularly millennials, Gen Z, and gamers, prioritise focus, energy and stress resilience, benefiting from ingredients such as L-theanine, bacopa monnieri and rhodiola rosea. Middle-aged adults focus on brain energy and stress control. Older adults focus on memory support. Gender affects memory and mood. Saffron, magnesium and phytoestrogens help with this during the menopause, while men benefit from bacopa monnieri, tyrosine and omega-3s for mental stamina and long-term cognitive function (9).

Recent scientific breakthroughs have served to strengthen the evidence base for cognitive health supplements. A meta-analysis of the Mediterranean diet reinforced its protective effects against dementia and Alzheimer's disease, demonstrating that polyphenol-rich diets contribute to long-term cognitive resilience (10). Flavanols, particularly from cocoa extract, have been shown to enhance hippocampal memory function in older adults, positioning them as essential bioactives for cognitive aging interventions (11). Recent research has also highlighted the cognitive benefits of multivitamins, with results from the COSMOS study suggesting they may help slow cognitive decline in older adults (12).

Research into the gut-brain axis has revealed that microbial metabolites, such as Urolithin A derived from pomegranate polyphenols, can enhance mitochondrial function and neuroprotection (13). A clinical study involving IBS patients demonstrated that combining pomegranate extract with probiotics significantly improved both mental and gut health, reinforcing the bidirectional relationship between microbiota and brain function (14). In addition, a recent clinical study has shown that pomegranate extract may improve cognitive function in older adults (15).

Scientific validation is increasingly being demonstrated for the cognitive benefits of medicinal mushrooms. One such example is the mushroom Hericium erinaceus, more commonly known as Lion's Mane, which contains hericerin derivatives that have been shown to activate neurotrophic pathways, thus enhancing both hippocampal neuroplasticity and memory retention. This suggests that Lion's Mane could serve as a natural alternative to traditional neurotrophic drugs, with potential applications in the prevention of neurodegenerative disease (16).

Futhermore, GLP-1 receptor agonists, which were originally developed for the treatment of diabetes, have emerged as promising neuroprotective agents, demonstrating the ability to improve synaptic function and reduce amyloid accumulation in Alzheimer's and Parkinson's disease (17, 18). The role of abscisic acid (in fruits such as figs and apricots) in stimulating GLP-1 secretion adds another promising dietary avenue for metabolic-cognitive interventions (19, 20).

In the digital age, digital fatigue is a growing concern, especially among students, professionals and gamers. Prolonged screen time and poor sedentary posture can lead to cognitive overload, impaired focus, eye strain, back and wrist pain, deep vein thrombosis, with injuries seen in eSport athletes similar to those seen in sedentary office personnel (21). This has created a market for cognitive, joint, vascular and eye health supplements. The esports industry, where gamers spend extended periods in front of screens, has become an influential sector for these products (22).

To meet today's digital consumers' demands, brands have an opportunity to develop clinically proven formulas providing multiple benefits in convenient formats. Collaborations with esports and digital wellness organisations can further promote these solutions.

In the cognitive health market, consumer education remains a critical factor. Consumer awareness of brain health has shifted from memory enhancement to overall cognitive wellness, stress resilience, and neuroprotection. However, before companies can effectively inform consumers, they must develop a deep understanding of the science behind their products. Unlike pharmaceuticals, natural botanical extracts contain multiple bioactive compounds that interact through diverse physiological pathways, which makes clinical validation and product standardisation more complex (23).

Furthermore, measuring cognitive improvement poses additional challenges, as cognition encompasses multiple domains, each requiring specific assessment tools (24). To address these difficulties, companies must balance rigorous scientific research with real-world applications, ensuring that formulations are both evidence-based and suitable for daily use by consumers.

Transparent, science-based products can successfully compete with marketing hype, as true innovation starts with scientific integrity. Companies that publish research and make their findings accessible gain an advantage over those that don't. Using simple language and interactive content to share information enhances engagement. Focusing on scientific credibility over exaggerated claims helps companies to stand out and gain long-term consumer confidence (25).

Cognitive supplement rules differ worldwide. In the US, the DSHEA system allows structure/function claims with scientific support, without pre-approval. In the EU, supplements must be EFSA-approved before marketing (26, 27). B2C brands must comply with advertising laws while balancing the challenge of meeting regional standards and evolving consumer expectations.

As the cognitive health supplement market continues to expand, innovation, personalisation and scientific integrity will define its future. Over the next 5-10 years, the cognitive health supplement market will expand, driven by personalized nutrition, gut-brain axis research, multi-functional formulations, and AI-driven insights. Consumers are looking for comprehensive cognitive wellness solutions that address focus, mood, neuroprotection and digital resilience, rather than simple memory-enhancing supplements.

Integrating sustainability, regional adaptability, personalisation and cutting-edge neuroscience into product strategies will lead the industry forward. By aligning research-driven formulations with consumer needs and regulatory compliance, the cognitive health sector is poised to revolutionize how individuals support and enhance their cognitive function in the years to come.