Report Description:

Cognitive health plays a crucial role in how consumers feel, function, and engage with daily life. While typically associated with older adults, modern lifestyles are accelerating cognitive strain among younger generations, creating new challenges and opportunities. From hydration habits to dietary choices, sleep quality, and digital behaviors, today’s consumers are navigating pressures that directly influence mental sharpness, emotional stability, and overall well being. Despite this, proactive steps to support brain health are not yet a priority for many, opening the door for brands to play a more influential role in raising awareness and offering solutions. This report uncovers how shifting routines, global uncertainty, and lifestyle pressures are shaping perceptions of cognitive health across age groups. It highlights opportunities for brands in food and drink to better connect with consumers’ needs, offering both functional benefits and emotional reassurance.