30th of March 2024
As cognitive performance becomes more important, nutraceutical products based on nootropic ingredients are on the rise.
Read the article to find out:
Similar to mental health being increasingly perceived as imperative for or even synonymous with general health, so has cognitive performance become an equally important counterpart to physical (sports) performance. The drive among young professionals to do more is fueling biohacking routines with optimized sleep, sugar metabolism, and supplementation for the ultimate goal of cognitive performance. Much of it is driven by influencers on podcasts and social media. On the other hand, there is an aging population that is also contributing to nootropic demand to counter cognitive decline. The drivers are multiple, and the market is prospering.
A plethora of data suggests cognition performance supplements are gaining momentum. According to Stephanie Mattucci, director of food science at Mintel, focus and productivity are poised to become the next benefits that consumers will seek from food and drink. Individuals focusing on cognitive wellness expressed intentions to reduce alcohol consumption and increase their intake of nutritional supplements (FMCG Gurus, January 2024).
Average consumer purchase intent in the US for products supporting brain health has increased among all age groups (NEXT USA, April 2023). Rhodiola supplement is an exploding topic in 2023 and 2024, and we also see a rising interest in Bacopa. The latter has also seen a tangible interest on social media. For example, #bacopamonnieri has over 8.000 posts on Instagram, and on TikTok, bacopa monnieri has around 5 million views on related videos. Social media posts on brain health are also growing in Europe. There is an increasing number of products for brain health launched in the premium segment, which we will discuss later on.
Consumption of nootropics usually has an impact on the functioning of the brain. They act through various mechanisms of action, which can include changing the brain’s electrical activity, the activity of neurotransmitters, the decrease of oxidative stress, and inhibition of specific enzymes, that are important for the functioning of the brain.
A significant portion of the adult population relies on caffeinated beverages to enhance daily performance, maintain focus, and sustain energy levels. However, similar or even better benefits, with fewer side effects and reduced risk of habituation, can be achieved through the use of other nootropics. As mentioned above, nootropics are supplements designed to optimize brain function. Interesting areas, one can address with these cognitive enhancers, are domains where sharp focus is critical and maintaining concentration is key to achieving optimal results, such as e-gaming or even sports in general.
Historically, cognitive health products were predominantly marketed toward older adults, focusing on long-term brain health. However, the growing popularity of nootropics has expanded their appeal to younger demographics. The market has adapted to this shift by offering a range of modern delivery formats that cater to the need for convenience and immediate results. For instance, direct sticks or liquid shots, which offer rapid absorption and noticeable effects, are now favored when a quick boost in cognitive performance is desired.
The use of nutraceutical products, particularly in the form of direct sticks, is becoming increasingly popular among younger consumers, with whom traditional pill formats are losing appeal. In the past, cognition products were typically based on ingredients which required long-term use before noticeable benefits could be achieved. In contrast, nootropics stand out for their ability to deliver immediate effects, that can be seen and felt. For example, taking these products in the morning can result in noticeable cognitive improvements throughout the day.
In the recent year, market leaders have launched several premium products with branded ingredients for cognitive performance. In 2022, Natrol launched Cognium Complete and Cognium Focus, both based on Silk Protein Hydrosylate, which they state on the product packaging is “the number 1 most studied ingredient for memory among leading brain health supplements”.
The same year Holland & Barrett launched a product for energy and focus after a poor night’s sleep based on Neumentix™. In 2023, NOW launched a Calm & Focus product based on Zembrin®, an experimental clinically studied ingredient that is claimed to have an effect already after 2 hours. The same year, GNC launched a focus & memory product based on Nutricog™, Careboost™, and Extramel®, and Nature’s Way launched a short-term memory and concentration support product based on Cognigrape®. A positioning trend we see emerging is calm focus, jitter-free energy & focus, and similar. Many recently launched products are also caffeine-free.
Also in 2023, PiLeJe launched Dyanbiane Focus and 1MD launched MindMD, a scientifically supported cognitive health supplement. In 2024, among all wellness supplements, a brain health supplement Neuriva Ultra by Reckitt received the Product of the Year award, which is the largest consumer-voted awards programme in the USA focused on product innovation.
New ingredients are being launched and clinically researched for cognitive performance. For example, a new RCT on the effect of lion’s mane reports significant improvements in short and long-term cognition in healthy young adults, when compared to control groups. In a recent clinical study, RedNite® was studied for its effect on cognitive health. Sabinsa’s nootropic Sabroxy®, a standardized extract derived from the dried bark of the Indian trumpet tree (Oroxylum indicum), has been found to support memory and focus and promote awareness and perception, among other cognitive benefits. Biotropics Malaysia Berhad introduced a new cognitive health ingredient, BioKesum, which was shown to significantly improve memory, and executive function, and increase levels of brain-derived neurotrophic factor vs. placebo.
As cognitive health becomes increasingly valued, the nootropics industry is set to continue its growth, with innovative products and rising consumer awareness. The market’s future success will depend on sustained research and the ability to meet the diverse needs of consumers seeking mental performance enhancements.
We discussed current consumer trends in the nutraceutical market and health priorities that will gain popularity in the future with Will Cowling from FMCG Gurus.
PharmaLinea once again partnered with IQVIA to deliver a webinar on nutraceutical product market trends for 2024. The webinar is now available on demand.
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