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Head start: The essentials of cognitive and emotional healthHead start: The essentials of cognitive and emotional health

Consumers are increasingly seeking out products that address cognitive and emotional health. We take a deep dive into the key trends driving this demand, as stress relief, sleep, and brain function become central to overall wellness.

Rik Moors, Content Editor

October 8, 2024

5 Min Read
Head start: The essentials of cognitive and emotional health
© iStock/peopleimages

Mike Hughes, head of research and insight at FMCG Gurus, and Kenn Israel, co-founder of Beyond Brands, sat down last month for a Vitafoods Insights webinar to discuss key trends and strategies that brands can adopt to stay competitive in this evolving market.

As more consumers seek to enhance their brain power through supplements and functional foods, brands must focus on innovation, personalisation, and the fundamentals of health to build trust and deliver results.

Growing cognitive and emotional health concerns

Consumers are now more aware than ever of the importance of mental wellbeing. Hughes highlighted that 93% of global consumers believe emotional health is as important as physical health, yet just 49% rate their emotional wellbeing as “good” or “excellent”.

This gap represents a significant opportunity for brands to introduce products that address cognitive health and emotional resilience.

Chronic stress remains a major issue. Hughes explained that stress not only affects day-to-day wellness but can also increase vulnerability to long-term health problems, such as high blood pressure.

Another critical concern is sleep. Poor sleep quality has a profound impact on brain function and overall emotional health, creating a strong market demand for products that improve sleep patterns and cognitive performance.

Stress and sleep: A cycle that needs breaking

Many people find themselves trapped in a cycle of poor sleep, fatigue, and stress.

Hughes noted that 36% of consumers acknowledge that overuse of digital devices contributes to disrupted sleep patterns, which in turn exacerbates cognitive fatigue. Poor sleep leads to low energy and brain fog, making it difficult for them to perform at their best during the day, which further increases stress levels.

To address this, Israel pointed out growing interest in ingredients that support sleep health and provide sustained energy. Minerals like magnesium or adaptogens such as ashwagandha can play a key role in helping consumers manage stress and sleep more effectively.

These ingredients are perceived as offering a more natural approach to maintaining cognitive and emotional balance – something that is very important to consumers, since not all energy solutions are equally trusted.

“Only 43% of global consumers say they trust products positioned around boosting energy, largely due to legacy issues with energy drinks and similar products that are seen as quick fixes rather than sustainable solutions,” said Hughes.

To overcome this, brands must be transparent about the efficacy of their products and clearly communicate how they support long-term health.

This includes offering scientifically validated formulations and clearly stating ingredient benefits on product labels.

Botanicals: A natural approach to cognitive health

Botanicals are playing an increasingly important role in the cognitive and emotional health market.

Israel noted the rising interest in adaptogens such as ashwagandha, rhodiola, and lemon balm, which are being used to support stress management and cognitive function. These ingredients are derived from traditional systems and are gaining popularity among consumers looking for clean, natural solutions to improve brain health.

Israel highlighted that ingredients like lion’s mane mushroom are part of the growing “shroom boom” in the US, where mushrooms are becoming popular for their potential neuroprotective benefits.

These botanicals offer brands an opportunity to provide solutions that appeal to consumers seeking plant-based products for mental wellbeing.

Younger generations: Stressed and fatigued

For generation Z and millennials, stress and mental fatigue are particularly problematic.

Hughes described how younger consumers face increasing pressure to succeed both personally and professionally. They are not only dealing with external stressors but are also experiencing fragmented dietary habits and a lack of work-life balance, which worsens their mental fatigue.

These age groups recognise the long-term risks to their health and are not content with simple solutions like getting more sleep.

They are looking for more comprehensive approaches to managing stress and improving cognitive function, which presents an opportunity for brands to develop products that specifically address these challenges.

Opportunities in women’s cognitive health

Cognitive health is also a significant concern for older women, particularly those experiencing post-menopausal challenges.

Israel pointed out that two-thirds of dementia and Alzheimer’s cases affect women, highlighting the importance of developing cognitive health solutions tailored specifically to them.

Research into the gut-brain axis and brain-derived neurotrophic factors is opening new opportunities for products that help support cognitive health. Israel said ingredients that have been shown to support neuroprotection and cognitive function, like lion’s mane mushroom, offer promise for women’s brain health.

While these ingredients are still in the early stages of research, they represent significant opportunities for innovation, particularly in targeting older consumers who are concerned about long-term cognitive decline.

Personalisation and innovation in cognitive health

As consumers become more health-conscious, they are increasingly looking for products that are tailored to their individual cognitive and emotional needs. The integration of artificial intelligence (AI) and wearable devices is making it easier for people to track their health data, assess their needs, and personalise their supplement regimens.

“Ultimately, all of us – all of the consumers and all the brands – are going to engage in a giant experiment collecting data, optimising the data, and learning more and more increasingly on how to provide personalised, effective solutions,” said Israel.

With those solutions in place, AI will be able to help consumers on a guided walk in the right direction. However, Israel and Hughes agreed that none of these solutions would work without getting the basics of health right.

While advanced ingredients and personalisation technologies are gaining traction, the foundation of cognitive and emotional wellbeing lies in core practices such as proper nutrition, sleep, and exercise.

Israel said that without these “basics” in place, even the most sophisticated personalised products will fail to deliver the desired outcomes.

This underscores the importance of a holistic approach, where products complement – not substitute – healthy lifestyle habits. Brands that highlight these fundamental aspects while offering innovative solutions will be well positioned to gain consumer trust and drive long-term engagement.

About the Author

Rik Moors

Content Editor , Informa Markets

Rik Moors is a Content Editor for Fi Global Insights and Ingredients Network, writing about the latest trends and developments in food ingredients and nutrition. As a researcher and journalist, Rik has previously covered topics such as economic development and agriculture for various organisations in Africa and the Middle East.

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