Global and regional trends seem to relate to the combination of innovative and clinically substantiated ingredients that address cognitive health from various perspectives. The necessity of tackling the underlying “causes” of cognition, such as stress and poor sleep, is now being integrated with other ingredients better recognized for their effects on cognition. Another trend is the creation of products tailored to specific needs, such as focus for work. Finally, on a regional level, products are being developed to accommodate cultural differences, with gummies being popular in the U.S. while functional foods are favored in Europe.

One of the more promising breakthroughs in this space is the use of technology to help formulators be more creative with the delivery method they choose. Technology has improved bioavailability and solubility, enabled dose reduction, and more. These all contribute to better product development.

Consumers are savvier and recognize the need to identify proven “branded” ingredients in their supplements. I don’t believe they fully grasp brain health, but it revolves more around proven ingredients and their efficacy.

Memory seems to be a significant driving force. As the population lives longer, younger people are increasingly aware that memory becomes a major concern with age. Consequently, they are emphasizing more claims related to memory rather than focus. Additionally, I don’t believe that consumers generally consider stress to be a contributing factor to cognitive issues.

AI can help companies planning to conduct more clinical research evaluate what has already been done and guide them into new areas of research. It can also help identify new mechanisms of action, chemical profiles, uses, and combinations with other ingredients to produce an amazing, finished product/ingredient.

Sustainability plays a role with ingredients that have a long time to create. Roots are a great example of this.

Some emerging ingredients are not truly “natural” or plant-based. Researchers are combining molecules to create a new entity that is then studied to demonstrate safety and efficacy. NooLVL (nootropic ingredient) is an excellent example of this concept. I also observe an increased investigation into ingredients recognized for their benefits in other areas of health, being re-examined for cognitive use. For example, a stress ingredient is now proven to enhance focus.

The region of the world makes a huge difference in our industry. An example would be that EFSA is not keen on making claims from a botanical even with proven efficacy. Australia has TGA restrictions, South Korea, Canada, and the USA; the list goes on. Each has its own regulatory body and rules.

Some great Apps are being created to help people “train their brains” or exercise their brains. These apps also combine nutritional and lifestyle suggestions as part of their services.

Yes. These other areas of health are the best way to capture the market moving forward. Poor sleep, chronic stress, and low energy are contributing factors to cognitive challenges in making these great suggestions. Additionally, consumers are seeking simpler ways to manage their health and are experiencing pill fatigue.

I am uncertain about the challenges. As long as a company is clear in its marketing and label claims regarding the impact of a cognitive product, such as improving focus or enhancing working memory, there should be no difficulties in distinguishing these formulations from general health and wellness products.

As of now, I am uncertain if anyone has conducted studies specifically focused on gender. There is a significant demand for this kind of information, and it appears that ingredient manufacturers are increasingly moving towards this area of research. Age certainly plays a role; the needs of a teenager, middle-aged adult, and senior citizen are all distinct. I believe there is a demand for products tailored to one's stage of life. Teenagers may need assistance with studying, while workers often require support for concentration, working memory, and focus—perhaps even energy. Senior citizens may seek more assistance with working memory and energy. Products should be developed with these different life stages in mind.

With an aging population, I believe this category will attract even more interest. Even without the aging population, there remains a need for assistance across all generations. The primary trend will likely focus on technological advancements in delivery, dosage, and combinations. Additionally, AI will open doors to concepts we haven’t even considered yet.