The cognitive health supplement market is experiencing a significant shift with companies launching products that specifically target mental wellness (1) and enhance concentration levels. Meanwhile, many consumers, especially older people, are seeking supplements to address nutritional needs and overall well-being. Products containing natural ingredients continue to attract consumer attention (2), while more diverse product formats, such as chewables and powder supplements, are becoming increasingly popular (2, 4).

Companies are reacting by tailoring their products according to each major region. For example, in North America, companies are responding to the strong demand for cognitive health supplements that support mental wellness, (3) while the European market is seeing companies develop supplements that focus on specific cognitive functions, such as concentration or memory (1). In the Asia-Pacific region, companies are reacting to consumers gravitating towards holistic health solutions (2).

The pandemic had a huge impact not only on body organs but also on mental well-being. In this connection, among the Top 10 health concerns affecting consumers in the past year were mental health concerns such as anxiety, depression, and mood changes (5). This has seen an increased demand for supplements addressing these concerns, but it is the supplements addressing reduced energy levels, joint health, and skin health that remain the most popular and continue to strongly influence product development for companies.

During the pandemic, the topic of mental health was more openly addressed in the public domain and, as a consequence, brain health has also experienced an increase in awareness among consumers. A more intense focus in the media on illnesses such as dementia has also helped consumers better understand the importance of brain health.

Branded ingredients are increasingly important to consumers. In November 2024, 88% of consumers stated branded ingredients were very influential in their choice of supplement, which is a significant increase from 65% in April 2020 (6). Meanwhile, 79% of consumers expressed a willingness to pay a premium for supplements with branded ingredients (7). Furthermore, certifications for sustainably sourced ingredients such as fish or grass-fed collagen build trust in a brand.

For consumers, “brain health” includes optimizing cognition, preventing the decline of mental faculties, and a more holistic approach that features additional benefits such as improved sleep, more energy, and reduced stress levels (8). Consequently, different generations have different priorities regarding cognitive health. For example, cognitive decline is a significant concern for older consumers (9).

With the concept of holistic health attracting more interest, the correlation between mental well-being and brain health has become increasingly clearer to consumers. Studies have indicated that a high level of psychological well-being is strongly associated with better cognitive function in middle-aged and older adults.

Several advances in ingredient delivery systems are being made to improve the bioavailability of ingredients. In relation to collagen, one of the most important developments is the controlled production process and special hydrolysis techniques for rapid absorption and high bioavailability. Hydrolysis breaks down proteins, such as collagen, into smaller bioactive peptides or amino acids, which can significantly increase their bioavailability and bioactivity. Other notable methods include encapsulation techniques (encapsulating bioactive compounds in materials such as peptides to protect them from degradation and improve their bioavailability), lipid-based delivery systems (incorporating health ingredients into liposomes, micelles or lipid particles to improve absorption), nanotechnology (using nanoparticles to improve the solubility and stability of health ingredients, making them easier for the body to absorb), and the use of bioenhancers or gut health enhancers (adding substances or improving gut health that can enhance the absorption of ingredients) (10, 11, 12, 13).

A significant percentage of global consumers have expressed either an occasional or frequent inclination to purchase products featuring sustainable ingredients (5). Regarding cognitive health, the consumer preference for sustainability has further enhanced collagen as a highly relevant ingredient because it upcycles by-products from the meat and fish industries, resulting in the production of natural ingredients with added value. Furthermore, consumers and companies have expressed a favorable attitude toward collagen that is sustainably sourced and certified as either fish or grass-fed. Ensuring animal welfare is a major area of importance for consumers, and grass-fed collagen is often regarded as being of higher quality.

While collagen is not a new ingredient it is a potentially very significant ingredient for both mental and cognitive well-being. Despite being in the early stages of research, new findings have suggested that collagen peptides could have untapped potential for mental well-being and be linked to long-term cognitive health. These findings are being clinically validated by randomized controlled double-blind studies (15, 16, 17).

There are clear regional variations, as indicated above. In North America, demand is focused on cognitive health supplements supporting mental wellness, (3) while European demand is based around supplements that focus on specific cognitive functions, such as concentration or memory (1). In the Asia-Pacific region, consumers are demanding holistic health solutions (2). Companies producing cognitive health supplements must continue to monitor global market trends and tailor product development accordingly.

Innovative approaches explaining the science behind cognitive health supplements often start with educating the brands themselves. To ensure that the information communicated to consumers is accurate and credible, expert centers have been created for specialists to share their knowledge with brand representatives. Additional means of educating consumers include the publication of clinical studies and webinars or online training sessions for brand representatives and end consumers alike.

We are seeing such a shift and this is supported by a growing body of scientific evidence and consumer demand for comprehensive health solutions.

Since 2022, there has been a trend of combining claims connecting brain/mood health with other claims. For example, collagen peptides have been extensively studied and shown to provide several health benefits, particularly for the aging population. Research suggests collagen supplementation can significantly reduce joint pain, thereby improving one’s ability to perform daily activities with greater comfort and ease (15, 16, 17). These findings suggest that collagen is an ideal supplement for individuals seeking to maintain both physical and mental well-being as they age (18, 19, 20).

This market will continue to grow in the next 5-10 years. Consumers – young and old – are increasingly focusing on cognitive well-being (21, 9). This rising awareness and demand is likely to result in more innovative product offerings in the future (21, 9). We anticipate AI and data analytics will play a greater role in product development, (1, 22) while distribution channels will also expand (9). Such growth will most likely be accompanied by the need to ensure transparency, quality assurance, and solid scientific research (23).