Momentum behind products that support brain health continues to mount, with evidence for blossoming consumer interest showing up in all corners of the natural and organic products industry.
42% of consumers said mental health, mood and stress represented top health concerns they are addressing through functional food and beverage. This ranks strongly in the fourth spot, after the overall wellness, energy and immunity trends.
The research shows that consumers gravitate toward well-known products like B, C, and D vitamins as well as mainstreaming stars like probiotics, prebiotics and collagen. Only 11% – 17% of consumers, the early adopters, are seeking emerging functional ingredients such as mushrooms and ashwagandha. In all cases, about 60% of consumers hold concerns about the effectiveness of functional products, the quality of ingredients and a lack of transparency.
Brands hoping to bring emerging mood-supporting formulations to market, should deploy a transparent, science-backed marketing and educational campaign to guide the adoption of new ingredients that mainstream consumers don't yet recognize. Today's consumers seek products that support mood and mental health, so brands would do well to meet them where they are on their product discovery journey and proactively address their concerns about unfamiliar ingredients.