On-mind and on-trend: formulating products for cognitive well-being

27-Sep-2022

Global cases of anxiety and depression increased 25% in the first year of the pandemic.1 It’s an alarming development, but one that explains why, in 2022, consumers are prioritizing mental well-being as much as physical health, reports Sophie Zillinger Molenaar , Global Marketing Leader, Biotis, FrieslandCampina Ingredients

Today, consumers prioritize holistic health as they increasingly focus on the inextricable link between mental and physical wellness. All of this, of course, has led to a significant change in the way we talk about and support mental health.

Once-taboo topics are now more openly discussed, the prevalence of mental health problems is more widely understood, and our physical fitness is championed as a key contributor to good mental health. So it’s no surprise that 53% of consumers are taking proactive steps to improve their cognitive and mental health.2

This is good news for the nutrition industry; when it comes to brain health supplements, increased demand leads to an expected CAGR of 8.3% between 2022 and 2030, showing clear growth and much potential within this market.2

But in an increasingly crowded marketplace, how can brands formulate mental wellness solutions that stand out? And what scientifically backed ingredients can help brands promote the efficacy of their products?

While mounting research sheds light on the relationship between physical and cognitive health, clinical studies have also highlighted the important role the gut can play in overall health, potentially opening up significant opportunities for brands.

Gut-brain axis: in the minds of consumers
In recent years, scientific research has made it increasingly clear that general health can be greatly affected by the composition of our gut microbiota. Specifically, research on the gut-brain axis, an intricate communication network connecting the gut and brain, could be a potential game changer in managing mental health symptoms.

And it’s not just scientific research that is starting to unravel the importance of gut health, consumers are too.

Driven by interest in holistic health, today’s tech-savvy and research-savvy consumers are educating themselves about the benefits a healthy gut can offer. Now, 64% not only understand the concept of bacteria within the digestive system, but two in three also recognize that gut health is the key to overall wellness.3

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As a result, consumers are looking for gut health solutions that support more than just digestion. In 2021, 66% of consumers were interested in digestive health products, even if they had no digestive health issues.4

Not only does this mean a shift towards making proactive changes to support physical and mental health, it also provides an opportunity for brands to create innovative products positioned around the physical and mental benefits of a healthy gut.

Formats and flavors: what is the trend in mental well-being?
Regular exercise and healthy eating can help combat some mental health symptoms, such as feelings of stress. But with today’s increasingly busy lifestyles and consumers trying to juggle many different responsibilities—family, social, and work—it can be incredibly difficult to find the time to focus on nutrition.

In fact, with 24% of consumers skipping breakfast and 26% skipping lunch at least three times a week, convenience is key when it comes to formulating cognitive wellness products. nutritional boost they need, fast.

However, it is essential that these products are not just functional; they must taste good too. One of the reasons the drinks are popular in the cognitive wellness space is that they can be easily infused with flavors that people associate with calming feelings, such as florals and botanicals.

And with 71% of consumers finding foods and beverages positioned around improving cognitive health appealing, we can expect to see more flavorful products, such as chocolate bars with relaxing labels, appearing on shelves, capitalizing on the age-old tradition to use chocolate as a relaxant. treat.6

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Supplements are also gaining in popularity, in part because they are easily incorporated into daily routines; 21% of consumers are already using nutritional supplements to improve their health.7 Nutritional gummies, in particular, are poised for a boom in popularity, with an expected CAGR of 4.88% between 2022 and 2027.8

Advances in ingredient science, like new high-purity prebiotics, are enabling brands to create innovative and trendy formats like gummies, capsules and tablets.

While smaller applications were traditionally difficult to formulate, research has highlighted that galactooligosaccharides (GOS) are effective at a 2g dose, making them an ideal way to meet consumer demand for convenience.9

In Focus Ingredients
To create trendy cognitive wellness apps, brands need to use ingredients that consumers trust. Natural, recognizable and non-addictive products are very important to consumers… and the demand has grown considerably in recent years.

When it comes to creating appeal through ingredient claims, particularly if an emerging or unknown ingredient is used, it is essential that brands choose those with strong scientific backing and take the time to educate their consumers on the benefits of the product. .

For gut health products, probiotics are the reigning leader, with 84% of consumers already aware of probiotic ingredients and their benefits.4

But emerging ingredients are making their way onto the plate. For example, prebiotics such as GOS are becoming more popular due to their effectiveness; they have been shown to increase the relative abundance of bifidobacteria in the gut, which, in turn, has been shown to correlate with reduced symptoms of stress and anxiety via the gut-brain axis.

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And as health-conscious consumers stay abreast of the latest ingredient research, awareness of prebiotics is on the rise. Today, more than half of consumers are aware of prebiotics as a beneficial ingredient for gut health, and 15% are aware of synbiotics, which combine prebiotics and probiotics.4

For brands, there is an undeniable opportunity to harness this awareness of prebiotics to create trendy, easy-to-consume, and effective products that are proven to deliver the health benefits consumers want.

Prebiotics can be easily formulated into functional foods with ingredients like protein to promote physical and mental resilience or combined with vitamins and minerals to make soothing RTDs that help you sleep better.

What’s next for cognitive wellness?
With consumer interest in mental health on the rise, there are many opportunities for brands to create solutions to meet the growing demand. Looking ahead, we are likely to see even more interest in products that can support cognitive well-being, as well as blended applications that support other aspects of mental and physical health.

But formulating trendy, easy-to-consume, scientifically proven products that stand out in an active market is no small feat. Trusted and reputable partners are not only able to provide brands with high-quality, effective, and clinically researched ingredients, they also know what consumers want next from cognitive wellness products.

Together, these elements will enable brands to create mental wellness nutritional solutions that could make a real difference in consumers’ lives.

References