The food and beverage industry is witnessing a rise in the focus on cognitive health nutrition. According to Stephanie Mattucci, Director of Food Science at Mintel, the pandemic has further emphasized the importance of mental and physical health, leading to an increased interest in mood and cognition. She believes that this trend will continue to thrive in the mainstream market.
Traditionally, cognitive health has been supported through various means such as exercise, medication, therapy, and better routines. However, food and drink have emerged as a new avenue in recent years. Mattucci highlights the trend of incorporating antioxidants, B-vitamins, and adaptogens into brain health-focused products. However, she acknowledges that these novel ingredients may be intimidating for some consumers.
To address this, Mattucci suggests using familiar and scientifically supported ingredients to appeal to cautious consumers. Ashwagandha, known for its roots in Ayurvedic medicine and stress reduction benefits, and Tulsi (Holy Basil) are among the popular ingredients. Other examples include maca, ginseng, and adaptogenic mushrooms, which have gained traction for their medicinal properties.
Choline, a nutrient essential for memory, mood, and muscle control, presents a significant opportunity for innovation. Mattucci notes that many people are deficient in choline, making it an exciting ingredient to explore. Baby food and prenatal vitamins already incorporate choline, but Mattucci believes it has the potential to benefit individuals throughout their lifespan.
In terms of market potential, the cognitive health sector offers opportunities for all players, from niche ingredient suppliers to well-established vitamin manufacturers. However, Mattucci advises companies to focus on their target consumers and product format to ensure the health benefits being offered make sense.
Overall, the food and beverage industry can tap into the growing demand for cognitive health nutrition. By leveraging trends in the industry, such as sustainable practices, innovative food processing technologies, and consumer preferences, companies can develop products that cater to the evolving needs of their customers.
For more insights into supplements for cognitive health, a free webinar titled “Mind Modulation: supplements for sleep and stress” is scheduled for September 21st. This webinar will provide information on the latest research and innovations in this space.
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