Consumers believe holistic lifestyle changes - such as supporting their mental and emotional wellbeing with supplements - can have a positive impact on various aspects of their cognitive health.1 Consequently, increasing numbers are taking a proactive, long-term approach to their cognitive health - even when they don't exhibit any specific cognitive symptoms.2
In this article, we look at the various factors driving consumers’ purchasing decisions in the cognitive health space, including health benefits, claims, formats, ingredients and flavours.
Today, consumers are using cognitive health products to proactively support their memory, focus, sleep, mood, cognitive performance, and mental energy. There is potential for significant development through scientific investigation and innovation. Patent insights3 has uncovered the following three main areas of opportunity:
Research shows around 49% of consumers in Europe prioritise improved memory as a significant benefit from cognitive health products.2 This is higher than the number who say improved sleep is a crucial factor, indicating consumers perceive memory loss to have a significant impact on their quality of life.
Consumers are also particularly interested in improving their focus and tend to be drawn to supplements that provide mental agility, energy, and overall cognitive performance.4
Consumers look for cognitive health products with science-based claims and easy-to-use formats they can consume on the go. Supplements should strike a balance between health benefits and convenience.5
In the focus category specifically, consumers prefer products that:
Although there has been a notable decline in purchasing interest post-pandemic, research has shown that consumers still seek cognitive health products that are effective, natural, and offer value for money.2
Consumers associate some ingredients and flavours with specific health benefits more than others. Using various consumer research and our Givaudan Moods & Emotions 2.0 study, we were able to identify ingredients and flavours consumers most associate with cognitive benefits. The Givaudan Moods & Emotions 2.06 research includes explicit and implicit behavioural data on the emotions consumers associate with flavours, colours, and botanicals in various food and beverage products, as well as food supplements.
Our study revealed 22 hero ingredients and flavours, 24 rising stars and 11 runners up. Panax Ginseng was amongst the category leaders. This popular botanical is typically associated with energy and cognition benefits7, but consumers also claimed to enjoy its woody and slightly bitter flavour. Guarana, Turmeric, Maca and Lemon Balm all ranked as rising stars. Berry flavours were extremely popular, with flavour heroes including strawberry and raspberry, and cherry, pomegranate and blackcurrant emerging as rising stars. Menthol, eucalyptus, dark chocolate and coffee were also popular favourites. In terms of colour, green is generally recognized as the most readily associated with cognitive performance, but it is important to match the colour of the product with the flavour (i.e. red for strawberry). Some green elements can also be used on the packaging. In addition to green, the Moods & Emotions study highlighted vibrant yellow and purple as having high associations with "mental focus". If you’d like to dive deeper into the results of this research you can reach out to us here.
Research has shown that 7 in 10 consumers globally find the idea of including branded ingredients in dietary supplements appealing, as it improves perceptions of quality, trustworthiness and effectiveness.8 Companies that successfully communicate that their supplements are made with branded ingredients that boost product effectiveness, are made from high quality ingredients and offer value for money could charge a 10% premium7. Givaudan’s portfolio of scientifically substantiated ingredients includes Cereboost, a clinically proven American Ginseng extract supporting mental and cognitive wellbeing9 10 11.
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