I can’t speak for global trends, but we definitely are seeing an uptick in cognitive health interest in the United States. I’m seeing so many functional beverages as well as more supplements that cater to various facets of cognitive health (memory, focus, attention, etc.). For different markets, it will be important to consider the regulatory status of various ingredients and what is approved in the country where the finished product will be sold. There may be some trends (like organic, clean label, natural, etc.) that may impact proper ingredient and format choice for specific regions.

The most exciting thing to me in the supplement field is all the different product formats that are being explored and utilized rather than just relying on pill format. Pill fatigue is so very real, so having options like gummies, stick packs, chews, and beverages to deliver effective ingredients gives consumers a fun and tasty experience while retaining convenience. Looking at cognitive health specifically, the gut-brain axis is the most exciting and trending breakthrough, with many more specific prebiotic, probiotic, and postbiotic ingredients that capitalize on this connection sure to come to market.

I’m not sure the understanding of brain health has evolved so much as the interest has increased massively. The focus has gone beyond just helping memory as we get older but how to enhance cognition when we are younger and improve performance, esports being a prime example. Branded ingredients elicit more trust and loyalty, especially when backed by clinical trials and strong marketing, which drive consumers to look for that same ingredient across multiple categories.

Interest in attention and focus are increasing—memory still is important but it’s no longer the primary focus of cognitive health. Consumers are looking for an edge in their mental performance, whether for working at the office, studying at school, or competing with video games.

I personally don’t feel stress management falls in cognitive health but is more about mental well-being. Stress affects so much in our bodies, which can certainly impact cognitive health. However, there are adaptogens that can address both cognitive health and resilience against stress.

There are many new technologies out there that improve bioavailability—time release encapsulation, liposomes, SNEDS—but they are being applied to many ingredients and not just for cognitive health. While these may be important for certain ingredients depending upon their metabolic pathway within the human body, increasing the number of applications in which ingredients are viable stands to benefit consumers and provide more options and occasions for supplementation.

The discovery of the gut-brain axis and further insights into mechanisms between the brain and microbiome are driving a lot of development into biotic solutions to improve cognitive health. This same phenomenon also is driving a lot of work into ingredient solutions for mental well-being and stress management as well.

I think AI can help us explore datasets more closely and see if interventions have the same impacts across all demographics. This might help us explore if there are some subsets of the population that benefit from cognitive health ingredients versus the population as a whole. The information gathered in turn can help us design clinical trials to more closely examine these correlations. Similarly, with sufficiently sizable clinical trials, AI can help us find observations we might not otherwise have detected via traditional methods, especially as AI can be informed by the wealth of information available from all clinical trials.

I don’t see sustainability playing a different role in cognitive health versus the supplement and nutraceutical industry as a whole—sustainability is driving a lot of choices made in the sourcing and formulation of all consumer packaged goods.

Omega-3 fatty acids and creatine are two products I see more and more promoted for cognitive health versus other need states for which they were traditionally used (like cardiovascular health for omega-3s and sports/active nutrition for creatine). Clinical trials are used with various tests looking at memory, focus, and attention to determine their impact and provide claims substantiation.

My expertise is primarily in the North American market so I’m not sure about regional variations. Regulatory landscapes can impact the marketing greatly, however (addressed in following question).

The differences between regulatory affairs in the USA and Canada are a prime example of how claims can impact marketing. Health Canada allows for more strongly worded claims (assuming they are approved) which can allow for addressing specific diseases or need states, whereas in the US these claims are forbidden. New entrants should understand what claims are legal in each region and understand that, especially in the United States, any marketing can be construed as claims. It is imperative for marketing and regulatory teams to work together to deliver a clear, coherent, truthful message on the science and benefits of their ingredients and/or finished products.

Digital media is everything—I see so many videos on multiple social media platforms discussing various supplements and products, some of which are taking a more scientific turn. However, it can be as simple as meeting people exactly where they shop. There are a few grocery chains (like Heinen’s in northeast Ohio and Chicagoland) who employ wellness consultants, individuals trained on the benefits of various ingredients and products who can speak with consumers and help them make informed choices.

This could provide an opportunity to partner with ingredients impacting other facets of health impacted by digital fatigue, namely the eyes. Pairing substances like lutein with cognitive health ingredients can provide a more holistic approach for addressing this concern. This also provides a great opportunity to think outside the box with marketing, like promoting screen breaks and even using the occasion of taking a supplement to facilitate a screen break.

100%. Trends suggest consumers are looking for holistic approaches to health. Thus products that address multiple need states may better catch the eye of health conscious individuals versus those addressing a single issue.

The biggest challenge in my mind is product differentiation within the cognitive health category itself versus differentiating from general wellness products, as both are important and serve their purpose. The greatest opportunity for cognitive health ingredients is pairing them with other substances and nutrients that can provide holistic approaches to overall mental health and well-being.

Age groups will be more driven by the reason behind taking cognitive health supplements—younger populations will be more concerned with performance and look for products supporting attention and focus, while older populations will be more focused on improving memory and keeping brains as sharp as possible for as long as possible. Emotional drivers may be different between genders—women may be more inclined to take care of themselves so they can nurture those around them, while men may be more driven by gaining a competitive edge in work and extracurriculars. Age and gender may also dictate differences in preferred product format as well—older generations are just fine with pill forms, while younger populations are experiencing pill fatigue and enjoy gummies, sachets, or functional beverages.

I think this critical market segment will continue to grow, combining more innovations in microbiome health with personalized and customized solutions to offer very specific support depending upon the age, gender, and concerns of consumers. It’s an exciting time to be in the world of supplements and nutraceuticals!