The last several years have seen a greater awareness on the part of health care consumers regarding the importance of supporting cognition and mental health. This trend is driven by several factors including the lived experience of individuals through the Covid pandemic and the disruptions experienced in their personal and professional lives, as well as increased stress and mental distress coming out of that situation. Consumers now recognize that it is crucial to focus on their own health and adopt measures that are targeted towards preventing declining functionality and preserving mental well-being.

Consumers are now more focused on prevention than they have ever been. Whether it is stress and mood issues or long-term cognitive decline, people are interested in finding solutions that offer support and fit into their daily lives. 

In addition, many professionals and young people are looking for supplements that give them a cognitive edge whether it’s to stay sharp for work, to gain a mental edge for gaming and other esports, or to feel physically and mentally energized enough to get through their daily routine. The spectrum of those looking to support cognition is wide and stretches across various demographics.

As such, some key global trends that have risen to the top include:

• the preference for natural ingredients that are effective with minimal side effects
• personalized supplements and solutions that cater to an individual’s age, gender, and need states
• convenient on-the-go dosing formats that are easy to use and whose effects can be felt quickly.

In terms of the key benefit areas that people are looking for support in, this varies slightly between regions. In North America, stress and mental wellness are top of mind and so supplements that moderate the effects of stress and enhance executive function are trending. In Europe, clean label products that are natural and organic seem to be trending as well as products that support memory and focus. In Asia, products that support a rapidly growing aging population are trendy. Their needs include the prevention of age-related cognitive impairment and preventing long-term memory 
decline.

These are general guidelines and there is an immense amount of crossover across regions in these categories. The bottom line is that there is a significant amount of interest from people across the globe in safe and effective natural solutions that address their concerns around cognition and mental wellbeing.

There are several ingredient categories that hold promise in the cognitive space either due to new research in the last year or renewed interest from consumers based on a strong history of traditional use. Some of these include the following:

B Vitamins and other letter vitamins: Research continues to demonstrate the ability of multivitamin supplements to slow cognitive decline. Taking a multivitamin is a prudent approach to fill gaps in nutrition and support the body’s ability to maintain healthy function, either in the cognitive space or elsewhere. Furthermore, vitamins B6, B12, and folate have been associated with positive effects on brain function through balancing homocysteine levels and supporting the production of neurotransmitters.

Magnesium: Working as a cofactor for hundreds of biochemical reactions, magnesium is a mineral that plays an essential role in maintaining health. It helps support neurotransmitter function, moderates inflammation in brain tissue, and supports stress and anxiety reduction. Magnesium supplements are a growing category and maintaining brain health is another reason to include this mineral in product formulas.

Citicoline: Also known as CDP-choline, this is a compound naturally present in brain tissue that plays a role in memory support through increasing the production of acetylcholine and other neurotransmitters that are essential for brain health. Citicoline has neuroprotective properties, helping support the integrity and function of brain tissue.

SPMs: As metabolites derived from polyunsaturated fatty acids (PUFA) like EPA and DHA, SPMs (or specialized pro-resolving mediators) have shown potential promise in resolving the inflammatory process related to a number of degenerative conditions. Research in the area of brain health is preliminary but exciting. As research develops, the utility of these PUFA derivatives is likely to increase.

Glutathione: As the master antioxidant for the body, glutathione quenches free radicals and recycles other innate antioxidants. By reducing oxidative stress, glutathione protects brain tissue, which can lead to improved cognitive function.

Adaptogens: Ashwagandha, rhodiola, ginseng, holy basil, and others can support the body’s response to stress, enhance mood, and promote mental and physical energy. Research has found neuroprotective effects and antioxidant benefits as well as support for memory and other executive functions.

Polyphenol-rich botanicals: Berries, green tea, cocoa, grapes and other polyphenol-rich plants can support antioxidant effects in brain tissue, leading to reduced inflammation, neuroprotection, and potentially improved cognitive function. Berries are particularly high in flavonoids which can support brain health.

When considering product development utilizing these ingredients, formulators need to keep in mind compatibility in specific dosage formats, the effective dose of each, as well as the benefits and target audience for the product. Since these ingredients resonate with consumers and have scientific support, including one or more in a product formulation can enhance the product’s appeal in the marketplace.

Multi-benefit supplements are certainly gaining appeal among consumers as they address several health areas, are more tailored to the areas that consumers are looking for benefits in, and offer a convenience play.

Consumers are increasingly looking for more personalization and targeting supplements to distinct demographics while focusing on the needs particular to that demographic allows purchasers to better relate to a product.

Individuals shopping for cognitive health supplements often have co-occurring symptoms they are also looking to support. Concomitant issues often include stress, mood, sleep, fatigue, and digestive issues. Supplements that address these in addition to cognitive support will be perceived as more holistic and ultimately offer added value in the mind of consumers.

Both gender and age present unique challenges for dosing and claims as well as effectiveness of ingredients for cognitive health support. Physiological mechanisms may differ significantly between genders. For one, hormonal differences between men and women can have a significant impact on the needs that a person has regarding the support required. Similarly, age has a dramatic influence on therapeutic needs as older individuals may be most interested in preventing cognitive decline while younger individuals may be looking to stay sharp by taking something that gives them an extra edge.

Certain ingredients may support cognitive health across multiple demographics while others may only be suitable in specific demographics. Similarly, dosing may differ between genders and across the age spectrum. In terms of claims, these must be driven by the demographic being targeted and should rely on studies conducted with individuals of that demographic. Research has shown that ingredients that work well in a specific age or gender may not work well in a different situation so letting the research drive the formulating decision is critical.

Cognitive health will remain top of mind for consumers as they develop a greater understanding of the importance of supporting a healthy brain and as effective supplement strategies continue to emerge. Research into existing and new ingredients will continue to show benefits and new scientific connections will be made firm.

One such area of growth will be the gut-brain axis. Ingredients that target the GI microbiome and also influence brain health will be a key area. Probiotics, prebiotics, and postbiotics that support gut health as well as aspects of brain and mental health will flourish as researchers continue to gain a deeper understanding of the working of the microbiome.

Nootropics and other cognitive function enhancers will thrive in popularity as people of all ages look to maintain and boost cognitive function. The young and old alike will find a need for such supportive supplements.

Furthermore, the rise in targeted solutions addressing the needs of different genders and age demographics will continue. As people look to address their unique cognitive needs, they will look for solutions that feel personalized to their concerns.

The rise of these trends will lead to robust category growth over the next 5-10 years.