Cognitive Health and Nutrition: Unlocking a Growing Market Opportunity
Have you noticed a shift in attitude towards health and wellbeing in recent years? Thanks to Covid-19, more and more people are connecting their dietary habits with their overall health. This has resulted in a growing demand for functional food and drink - products with enhanced nutritional properties that provide health benefits, whether that be broader holistic health or targeted claims. While immune support has been the top-of-mind functionality for a while, post-pandemic, consumers are evolving their focus towards cognitive health and function.
Cognitive health and nutrition
Cognitive health is an increasingly high priority for consumers.According to Euromonitor's 2022 data, stress and anxiety are among the top two health concerns for consumers worldwide. Memory issues take the top spot for long-term health concerns. The WHO (World Health Organisation)'s own findings resonated with this, reporting in a March ’22 article that depression and anxiety had risen by 25% post-pandemic.Interestingly, the same Euromonitor data shows that 27% of global consumers are turning to natural solutions such as food and beverages to manage stress.As a result, there has been a surge in research exploring the relationship between nutrition and cognitive health. In fact, the amount of research in this area has increased by 400% in the last decade (www.nutraingredients.com)! This research is inspiring innovators of the industry to develop new products, leading to a staggering 904% increase in patent filings from 2011-2021 (www.nutraingredients.com).It's clear that cognitive health is a crucial area for food and drink brands to explore. The global brain health functional food and beverage market is forecast to reach £32 billion by 2030 underpinned by CAGR growth of 10.5% from 2017-2030, according to a new report by Grand View Research Inc. The market is clearly ripe with opportunity to create innovative products that cater to these consumer needs.
Innovation in cognitive health and nutrition
Manufacturers who want to innovate in the cognitive health industry should remember that consumers' needs in this space vary widely. Some are looking for ways to ease stress and anxiety, while others want to improve their sleep or support long-term cognitive function. As such, different products with varying functional ingredients are necessary to meet the varying needs of these different consumer groups.
Top ingredients for cognition and focus
The first key consumer need is related to cognition. Products in this space are called nootropics, and are designed to help consumers think more clearly, improve their memory and increase focus. Caffeine is currently the most popular and effective nootropic additive, but there are also alternatives like L-theanine, which is found in tea, making it a familiar and safe choice for consumers. Other emerging nootropic ingredients include choline, resveratrol and various B vitamins, as well as mushroom ingredients like lion’s mane and cordyceps. 
Top ingredients for mood and relaxation
The second key consumer need is focused on combating stress and anxiety, lifting mood and promoting relaxation. Many of the same ingredients from the nootropic world are used here (minus caffeine) with L-theanine leading the way.Traditional herbal ingredients known for their calming properties like mint, lavender or valerian are also widely used in this area, as is the ever popular Asian ginseng, which is favoured as a supplement for the host of benefits it offers such as reducing stress and promoting relaxation . Newer brands operating in this space are favouring adaptogens like ashwagandha, reishi mushroom, and holy basil, as well as the more edgy CBD. Adaptogens are increasingly coming to the fore due to their functionality of reducing the body's cortisol levels. 
Need help unlocking the lucrative cognitive health space?
Whether you are looking to unlock a new lucrative functional beverage or food category space or simply looking for ingredient discovery, FIS Group can assist in fast tracking your NPD and application ambitions as well as helping to navigate the regulatory complexities.
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