In recent years, there has been a significant increase in global interest in cognitive health, lifestyle factors, foods, and supplements to optimize it. According to the WHO, the aging population is growing rapidly, with the number of individuals over age 60 projected to increase from 1 billion in 2020 to 1.4 billion by 2030 and further to 2.1 billion by 2050. With this increase and the steadily growing prevalence of neurodegenerative diseases, consumers are seeking alternative approaches to prevent cognitive decline and improve brain health as they age.

Secondly, the COVID-19 pandemic brought mental health into the spotlight. The stress, isolation, and anxiety experienced during those years highlighted the need to be proactive about mental health through behavior changes such as improved sleep, exercise, and nutrition, as well as using targeted supplements to help with stress resilience, mood, and sleep. Our global, fast-paced tech culture also requires employees to engage in cognitively demanding and stressful jobs, requiring optimized brain performance and mental clarity. This demographic is likelier to seek out brain health supplements to enhance productivity, focus, and overall cognitive function.

Given these ongoing societal shifts, there are several growing trends in cognition and overall brain health.

Regarding brain aging and dementia, it was once believed that there were no early detection options or ways to prevent neurodegeneration. However, early detection blood tests for tau and beta-amyloid protein and genetic testing, such as ApoE gene tests, can provide clients personalized information, enabling them to be more proactive about taking brain-supportive supplements. This is an opportunity for companies to design specific supplements for at-risk populations, such as ApoE4 gene carriers or those with a strong family history of dementia. Examples of such supplements include higher-dose DHA, ketone supplements, mushroom extracts, and Lion’s Mane Mushroom (Hericium erinaceus), amongst others. Rather than general brain support products, people see these as more specifically designed for their needs.

Supplements that benefit both mood and cognition are also gaining attention. Many people across all age demographics experience mild depression and anxiety, impacting their ability to function optimally. Often, they seek to avoid prescription medications and are interested in safe alternatives to SSRIs, such as GABA products, dopamine boosters, and serotonin precursors. Stress management combinations that include adaptogens and calming ingredients to aid sleep are also popular. For younger individuals who desire to stay sharp and focused, the nootropic industry continues to grow as new nootropics are discovered and combined with novel ingredients catering to specific needs."

Another significant shift is that consumers prefer to view their choice to use brain health supplements not as a “pill” or medication but as part of a healthy lifestyle. This perspective has fueled the market for functional drinks, coffees, powders, gummies, troches, and energy bars across all demographics, particularly among younger generations. Often these products may include ingredients to support gut health or immune system function.

Several key breakthroughs in cognitive health are shaping product development in the supplement industry. One significant insight is the recognition that neuroinflammation—the chronic activation of the brain's immune system—is a substantial driver of cognitive decline, brain fog, and mood disorders like depression. While ingredients like curcumin, sulforaphane, and quercetin have been shown to reduce oxidative stress and neuroinflammation, technological advances now enable better delivery of these anti-inflammatory products across the blood-brain barrier with improved absorption. Liposomal delivery systems, nanotechnology and other methods are gaining traction as promising methods to enhance targeted effectiveness.

Another significant area of research focuses on cellular senescence and the loss of autophagy, which contribute to brain aging. The need for substances to slow these processes is becoming increasingly evident. Supplements containing polyphenols like fisetin and the polyamine spermidine are examples of ingredients undergoing further trials to address these concerns.

The role of mitochondrial health in brain function and aging is also receiving considerable attention. Mitochondria are the energy powerhouses of brain cells, responsible for producing the ATP necessary for neuronal function, neurotransmitter production, and synaptic plasticity. As mitochondrial function declines—due to factors like aging, oxidative stress, or inflammation—brain cells struggle to generate sufficient energy, leading to cognitive decline and neurodegeneration. Novel molecules like urolithin A have shown promise in improving brain mitophagy in animal models and also benefit skeletal muscle health. Additionally, creatine is being explored for its ability to provide extra phosphocreatine to brain cells, thereby supporting faster ATP production and improving cognitive performance.

The gut-brain axis continues to emerge as a powerful area of focus for mood management and brain health. Psychobiotics, often live microorganisms, have the potential to regulate the production of neurotransmitters like serotonin, dopamine, and GABA. By modulating the gut-immune system, psychobiotics may help manage conditions such as anxiety, depression, and cognitive dysfunction.

Product personalization is gaining significant traction among consumers. Many individuals now have access to home tests for their microbiome, micronutrients, and genetic markers, allowing for more tailored health solutions. Companies that leverage AI-driven quizzes or collaborate with firms specializing in microbiome, DNA, or micronutrient testing are becoming increasingly popular. Personalized health insights motivate consumers to incorporate nutraceuticals, especially when they have data indicating a clear benefit. As people become more skeptical of conventional medicine, they are seeking independent, targeted solutions. If genetic testing reveals a predisposition to certain conditions or testing shows deficiencies in key nutrients, consumers are more inclined to act and explore supplements that directly address their specific health needs.

Brain health conversations are on the rise throughout all media. Some of the most popular podcasts focus on mental health/psychology and brain health optimization. People are generally more educated about how the brain works and how their lifestyle choices such as sleep, stress, nutrition impact their overall brain health . Consumers look for proof of efficacy and desire scientifically backed, well-researched products. They understand that trademarked ingredients are often used in research trials, and this increases trust, so they will look for the branded ingredients when purchasing. Especially in the US, where the FDA does not regulate supplements, standardized branded ingredients ensure consistent potency, addressing consumer concerns about variability in supplement quality.