Consumers are increasingly focused on improving their cognition by making intentional changes to their dietary habits. This includes reducing items considered detrimental to health, like excessive caffeine, and increasing the intake of products rich in health-boosting ingredients. The demand for products that support cognitive health continues to grow, driven by consumers’ interest in both long-term brain health and immediate mental clarity.

This shift is not just about enhancing memory or focus—it reflects a broader wellness trend where brain and emotional health are becoming as important as physical well-being. With today’s fast-paced lifestyles, individuals seek solutions that empower them to adapt, perform, and thrive under cognitive demands.

According to Innova Insights (1), supplements dominate the market, making up 65% of product launches with cognitive health claims. Botanicals and herbal supplements lead as the most popular subcategory for products claiming to support brain health. Interestingly, claims for cognitive health are often paired with benefits related to energy and stamina, reflecting the desire for comprehensive wellness solutions.

This trend is further supported by data from FMCG Gurus, which reveals that 53% of global consumers are interested in cognitive wellness products, even if they do not currently experience specific health issues. Brain and emotional well-being is now seen as equally important as physical health.

The nootropic category is experiencing rapid growth, with a 14% CAGR increase in the supplements market since 2019 (1). Nootropics are substances—natural, semisynthetic, or synthetic—that enhance cognition by improving functions like memory, attention, and executive function. As consumer interest in natural, non-stimulant alternatives to synthetic enhancers grows, plant-based nootropics, such as herbal extracts and adaptogens, are gaining traction. Nexira offers a high-quality ginseng extract which helps to replenish and balance vital energy, boost cognitive and physical abilities and contribute to the body’s natural defenses.

Nowadays, information is moving faster than ever. We are constantly faced with an uninterrupted flow of data which we have to translate, understand and memorize. Our cognitive functions, and likely more high-level cognitive processes, are endlessly recruited and challenged. This segment thus caters to a wide demographic, from students and business professionals to athletes and seniors, all seeking to enhance their cognitive performance.

Social media trends and discussions further emphasize the importance of brain health, with influencers, medical professionals, and users actively engaging in conversations around nootropic supplements.

In this context, extending long-term memory (and the recall process), while improving and facilitating attention and working memory, has emerged as a desirable means of adapting and performing in modern life.

Consumers are becoming more informed about brain health, recognizing the benefits of traditional remedies like sage. Sage has been used for centuries for its numerous health benefits and is widely recognized in the literature for its effectiveness in supporting cognitive performance (2, 3, 4, 5). New branded ingredients are innovating, for example with a formulation using a unique technology, combining organic garden sage leaf extract with encapsulated Spanish sage essential oil. This sage-based ingredient is backed by comprehensive and robust proprietary substantiation, which is a key driver for consumer when it comes to pay a premium for a dietary supplement formulated with branded ingredient (6, 7).

Branded ingredients play a crucial role in building trust and preference, as they often come with robust scientific backing. Consumers are willing to pay a premium for supplements with branded ingredients, valuing the transparency and reliability they offer.

Innovative educational approaches, such as interactive apps, are emerging to help consumers understand the science behind cognitive health supplements (8). These tools engage users in cognitive tests and track performance, fostering a deeper understanding of cognitive functions and potential improvements. By providing personalized insights, these apps empower consumers to make informed decisions about supplementation and actively manage their cognitive health.