Product development and converging markets
Due to their multi-faceted nature, cognitive health products can have a profound impact on multiple categories and brands should be aware of their potential, especially given the increased awareness around mental well-being and cognitive function generally. Welstead notes that the “segment is prime for a sports supplement moment,” and compares it to when protein powders went mainstream throughout the 2010s.
Although the opportunity in the sports nutrition category is rife, Welstead outlines that cognitive health products have a much greater appeal and cognitive support is “a mass market opportunity.” In making this distinction, he singles out nootropic supplements as being more niche and of specific interest to the sports nutrition category. Although some may use the term interchangeably with other cognitive health related labels, nootropics, by nature, are solely focused on cognitive enhancement. As such, products and ingredients include those that enhance focus, mood and energy levels.
Athletes are increasingly interested in nootropics to enhance focus, mood and energy levels
Wiebe states professional athletes were the first to realise that one’s mental state is just as important as the physical one, and that athletes started to incorporate nootropics long before the general consumer. She continues: “While sports nutrition was focused on elite athletes for years, becoming mainstream resulted in active nutrition emerging as a new category, with products mostly aimed at healthy and active consumers who are looking for healthy and convenient alternative food, drinks or supplements. While many consumers purchase active nutrition products from time to time, 40% of these products are not used before or after sports and workouts, but rather to power everyday health goals and tasks.” In a post-pandemic world—which is becoming a reality—active consumers just want to go back to the gym, feel healthy, and regain control again, Wiebe says. The active consumer’s expectation will be that products enhance their mental performance and energy, as well as physical fitness.
In recent years, research into the gut-brain axis has increased, with the view of enhancing cognitive well-being and targeting specific mental health benefits. Wagner cites IFF’s investigation into microbe-based dietary supplements, often referred to as ‘psychobiotics,’ which operate via the microbiota-gut-brain axis, as an area of growth for the company. One product developed by IFF Health contains clinically trialled L-paracasei, a type of lactic acid bacteria shown to significantly decrease perceived stress.
'Psychobiotics' are of high interest to organisations looking to deepen the connection between gut and brain
In addition to demand for probiotic-only supplements, Wagner highlights the opportunity for combination products, and says probiotics combined with ingredients like ashwagandha and L-theanine would result in beneficial formulations. As an example, Wagner highlights how IFF partnered with Garden of Life to develop a CBD probiotic mix which not only addresses digestive and immune health, but also perceived stress. It’s not only supplement formulations proving popular; Wagner continues: “In general, we’re seeing a growing demand for probiotics in a wide range of food and beverage formats that traditionally have not been viable. These include products like kombucha, fruit juices or bars that have high water activity.”
When asked about the opportunity to collaborate with other healthcare professionals, Wagner says that consumers are often confused about different strains and varying potencies of probiotics, and consumers may not know how to identify quality products with the desired health claims. Here, he says, there is an opportunity for brand owners and suppliers to partner with healthcare practitioners to educate consumers on how to select efficacious products. To facilitate this, IFF developed two websites: one for practitioners and one for consumers. The former is designed to equip healthcare practitioners with the information needed to identify the correct strain and explain the benefits of probiotics to their patients; the latter highlights information around how consumers can choose probiotic strains that are right for them.
While some products enhance sporting performance in a literal way—like caffeine—others are beneficial to athletes as part of their wider healthy lifestyle desires. Fabian Broich, head of performance at Excel Esports and founder of Achieveminds, notes that cognitive health and concentration over a sustained period can have a huge impact on an athlete’s performance, whether physical or virtual.
When asked which e-sports supplements offer the most potential, Broich states that products targeting health beyond performance will prove successful. He elaborates, stating that “a good diet and lifestyle decrease the chance of error later in a game, especially in decision-making moments.” Additionally, he says focus enhancers—like caffeine—during competition along with calming supplements after play are important to athlete recovery and sleep.
When asked about the opportunity for brands seeking path to entry in e-sports, Wiebe highlights that the market is still in its infancy and that no real data exists yet, but that the consumers appear to be mostly new—having never bought supplements before. “This is a huge opportunity, because this new consumer group is very homogenous, covering a wide range of social groups and ages, and connected by community.” In addition to the opportunities to enhance gaming performance, Wiebe recommends thinking about a consumer pool beyond gamers.
Many consumers of e-sports products are students in need of extra focus, fatigued shift workers, exhausted executives, and even stressed mothers who are seeking the same benefits as gamers. Consequently, Wiebe suggests that gamers should be considered a trojan horse, offering brands the chance to enter a very broad community.
The exact potential for gaming supplements isn’t clear yet, but with the growing number of gamers worldwide expected to reach 3 billion in 2021, and a CAGR of 8.7%, the market is expected to reach $218.7 billion in 2024—according to Newzoo's Global Gamers Market Report 2021. Such forecasts should warrant serious consideration for brands entering the market, especially given the versatility of many products and ingredients.
The emerging area of e-sports offers significant opportunity to cognitive health brands looking to support athletes within and post-game
