One of the most exciting trends in nutraceuticals and nootropics is the growing focus on healthy ageing. As people strive to stay active and engaged later in life, there is an increasing demand for solutions that support vitality, mental clarity and cognitive wellness. This is particularly relevant as individuals balance the challenges of work and personal life.

The emphasis on memory and mental acuity has driven the popularity of products designed to support cognitive function. Innovations with natural, plant-based ingredients backed by scientific research are gaining traction. Personalised strategies and clinically validated approaches are reshaping the industry and empowering consumers to take a proactive approach to healthy ageing.

Advances in gut-brain axis and neuroplasticity research are revolutionising product development. Probiotic strains linked to mood and cognition, along with botanical ingredients, are showing significant potential. These breakthroughs are inspiring brands to create innovative, evidence-based solutions that address both immediate performance and long-term cognitive resilience.

Monteloeder launched a botanical compound in October 2024, formulated with sage extract (Salvia officinalis) and Japanese pagoda tree (Sophora japonica), specifically designed to enhance short-term memory and cognitive performance in adults. This botanical blend combines traditional herbal wisdom with scientific research.

This natural compound features two key nootropic ingredients: sage extract (Salvia officinalis), standardized to rosmarinic acid, and Japanese pagoda tree (Sophora japonica) extract, standardized to rutin—a bioactive compound composed of the flavonol quercetin and the disaccharide rutinose.

Recent studies have highlighted the cognitive-enhancing properties of these botanical extracts, suggesting significant benefits for memory retention and overall mental sharpness (1, 2).

Consumers are increasingly aware of the link between diet and mental health. This growing understanding has fuelled demand for functional foods and beverages that are formulated specifically for brain health, balancing taste and functionality.

However, a lack of robust scientific evidence for some ingredients has eroded confidence in certain products. Branded ingredients that are scientifically validated and backed by research have emerged as the preferred choice, boosting consumer confidence.

Consumers are drawn to solutions that address stress, anxiety, mood enhancement, cognitive performance and sleep. Preferences for natural, plant-based ingredients are encouraging brands to use sustainable options. Innovative delivery formats such as gummies and products targeted at specific demographics are also on the rise. In addition, research into probiotics and psychobiotics within the gut-brain axis shows promise for mental health.

Demand for convenient formats such as gummies is growing, driven by pill fatigue and consumer preference for ease of use. However, traditional formats such as tablets, soft gels and capsules continue to be widely used. To address bioavailability challenges, advances such as liposomal encapsulation, micellar systems and sustained release formulations are gaining traction, ensuring improved absorption and efficacy of active ingredients. In addition, functional foods and beverages are emerging as a dynamic growth area in the cognitive health category, catering to consumers seeking more innovative and lifestyle-friendly options.

Personalisation is transforming cognitive health supplements. Genetic testing allows brands to develop formulations tailored to individual predispositions, such as cognitive decline or stress responses. Insights into the microbiome have led to products that address gut-brain imbalances with specific probiotic strains that impact mood and cognition.

AI accelerates clinical trials by enabling efficient data analysis, optimising trial designs and identifying patterns that might otherwise go unnoticed. Big data supports the discovery of new ingredient combinations and refines formulations based on population-level insights. These tools reduce trial duration and costs while maintaining rigorous results.

Sustainability is key in this sector. Consumers increasingly prefer ethically sourced and environmentally friendly products. Manufacturers are adopting practices such as using renewable resources for botanical extracts and implementing energy-efficient production methods to meet regulatory standards and consumer expectations.

For example, lemon verbena is a central ingredient in most of Monteloeder branded, science-backed nutrients. We are participating in La Vera Campo Arañuelo Hub, a visionary project that will bring cultivation and production of its flagship botanical lemon verbena (Aloysia citrodora) to Cáceres, Spain. There, it will serve as a keystone ingredient for research and agricultural innovation and will replace tobacco plants.

The initiative extends to adopting environmentally responsible practices, including foregoing fertilizers and pesticides, optimizing water usage, and enhancing soil health through carbon and mineral content recovery.

Emerging ingredients such as lemon verbena, sage, saffron, bacopa monnieri and nootropic peptides are gaining attention for their cognitive benefits. These have been validated through double-blind, placebo-controlled trials measuring their effects on memory, concentration and stress levels, ensuring credibility and regulatory compliance.

Yes, there are significant regional differences. For example, stress relief is a priority in Asia, while memory enhancement drives demand in Western markets. Companies address these differences by tailoring formulations to local needs, incorporating culturally relevant ingredients and using localised marketing strategies.

The evolving regulatory landscape demands robust clinical evidence to support product claims while avoiding disease-related associations. Compliance has become a critical investment for companies, as regulatory agencies enforce stricter standards to ensure safety and efficacy. Challenges include inflation, climate change, and supply chain issues, particularly for botanicals like ashwagandha and curcumin.

Brands are using partnerships with health experts and storytelling around branded ingredients to build credibility. The development of apps and digital platforms that explain product benefits in detail is also gaining traction.

The supplement industry is positioning itself to address digital fatigue and its cognitive impact by exploring innovative ingredients that offer dual benefits for eye and cognitive health. These ingredients target the strain caused by prolonged screen time, while also supporting mental clarity and focus. This dual-action approach not only addresses the physical effects of digital fatigue, such as eye strain, but also alleviates the mental strain associated with constant digital engagement, providing a comprehensive solution for consumers in a digitally driven world.

Yes, multi-benefit supplements are growing in popularity as consumers look for holistic solutions. Products that combine cognitive support with mood, energy or immune health are driving loyalty and market differentiation.

The main challenge is standing out in a saturated market. Opportunities lie in emphasizing clinically validated ingredients, clear labeling, unique delivery formats, and communicating science-backed benefits effectively.

Gender and age significantly influence product development. Women may benefit from hormone-supporting ingredients, while seniors prioritize memory-enhancing formulations. Tailoring health claims and dosing strategies to these groups creates opportunities for targeted innovation.

The future of the market will focus on personalisation, sustainable practices and advanced bioavailability technologies. advanced bioavailability technologies. Innovations driven by AI and microbiome-based formulations will shape the landscape, while science-based botanical ingredients and botanical ingredients and multi-benefit products will meet evolving consumer demands.