Framing needs and mass market opportunity
In her presentation as part of the Vitafoods Insights Virtual Expo (May 2021), Emma Schofield, global food science analyst at Mintel, identified two key areas impacting the market: the need for consumers to re-energise, alongside sleep and relaxation.
In reference to data compiled by Mintel on sleep and relaxation, Schofield notes that most consumers eat or drink functional or fortified products to promote their immune and digestive systems—a clear indication of consumer health priorities. However, approximately 30% of consumers did so to reduce stress levels, with just under 20% doing so to maintain healthy brain function—certainly highlighting cognitive health as a priority.
Trevor Wagner, business development manager at IFF Health, concurs, citing the company's own research showing that stress is one of the largest driving factors of consumer interest, with 65% of adults reporting some form of stress in daily life, a factor only amplified by the pandemic. Most health categories have a clear correlation between age and degree of concern for a specific health condition. However, cognitive health consumers appear to be malleable to this, and although specific consumer concerns vary, the degree of concern is consistent across age brackets. Subsequently, and regardless of age, optimal cognitive ability is relevant to myriad activities in daily life, such as balancing family, social life, work, and studies.
For many consumers, falling short in just one area can have negative consequences, especially for millennial and Gen Z consumers who may have a more competitive lifestyle; thus, optimal cognitive ability—rather than treatment for a specific condition—is a driving factor for these consumers.
As awareness around conditions such as dementia becomes greater, older generations are looking toward preventive solutions to combat age-related cognitive decline. However, this doesn’t mean older consumers are not looking for the same optimal cognitive abilities as younger ones. As Joe Welstead, CEO of Motion Nutrition and former professional athlete notes, these consumers are not some ‘senile generation’ but rather a huge chunk of the population who are still active and mentally sharp.
Julia Wiebe, PhD, chief science officer at Nektium Pharma, agrees with Schofield in that health is now approached from a more holistic point of view. She adds this “new, integral lifestyle and health approach also impacts consumer expectations regarding food and supplements,” and that younger consumers want products naturally high in actives, as opposed to fortified in actives. Additionally, functional foods and full-spectrum ingredients with a complete phytochemical matrix, guaranteeing high bioavailability with the additional benefit of the whole plant, is of growing interest.
In citing probiotics as a potential ingredient for these “full-spectrum” products, Wagner agrees that consumers—now, more than ever—are looking for combination solutions that offer more than one benefit, allowing for added convenience for the on-the-go consumer.
Additionally, consumers are becoming extremely conscious about brain health generally. For example, Mintel data shows that 85% of US vitamin, minerals and supplement consumers are interested in products that enhance their mental health; 52% of Chinese parents with children between the ages of 4-12 would buy food or drinks if they were good for intellectual development; and 43% of Brazilian consumers would be interested in products that helped them become less stressed.
The 'tiredness epidemic': 62% of consumers between the ages of 16 and 24 often feel tired
Schofield also cites the “tiredness epidemic” as a driver for cognitive energy solutions. In large part, this is driven by young consumers between the ages of 16 and 24, 62.6% of whom said they often felt tired, compared to just 35.2% of consumers aged 55 and over across five major European countries. Solutions traditionally included products such as caffeine and energy drinks; however, consumers are now looking for supplements or functional foods/beverages with a ‘softer’ edge that comes with a more natural kick and without the adverse side-effects.
Accelerated by lockdowns, data by Mintel suggests the digital era has also impacted consumer interest in energy products, with 45% of Northern Irish consumers interested in trying out sport and energy drinks that support brain function and 29% of 16–44-year-old Germans consuming energy drinks at the office. The digital era is not only concerned with energy levels, but with concerns over vision, with 36% of UK consumers expressing so. Such concerns go hand in hand with other emerging markets. For example, Eric Ciappio, technical sales manager at IFF Health, outlines that e-gamers are also looking for products that aid visual acuity and energy.
Wiebe perceives significant demand for energy boosting products which appear to be growing rapidly worldwide. She adds, “COVID-19 has accelerated this trend due to people feeling fatigued and needing extra energy to get through the day.” Wiebe forecasts further interest in botanicals for enhancing mental energy, cognitive performance, attention, and memory. Not only are these ingredients key for brain boosting formulations, but also an important part of many products for sports, e-sports, active nutrition, and healthy ageing.
From spending more time at home through lockdown, being isolated from community, and concerns for job security, COVID-19 has created a storm of stress, anxiety, and depression. However, Welstead is sceptical of the relationship between the pandemic and awareness of cognitive health products, stating: “On a consumer level, it’s been difficult to look beyond the overwhelming attention that’s been placed on immunity.”
David Foreman, the Herbal Pharmacist, agrees with Welstead and stresses that the need for cognitive health products slowed during the pandemic, due to the sharp increase in immune health, but does expect booming interest post-pandemic. Wiebe concurs in that the initial demand for cognitive health products was much lower; however, she notes that throughout the latter half of the pandemic, consumers’ focus changed to mental and physical health, a change reflected in an increase in physical activity, the use of digital health trackers, and interest in cognitive supplements that promote an improved mood, relaxation, and cognitive function.
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