Consumer wellness trends

As health and wellness trends continue to grow, cognitive health is becoming a top priority for today’s consumers. Once viewed as a niche concern associated with ageing, mental performance is now seen as a key component of day-to-day wellbeing. Consumers are now taking proactive steps to optimize it, turning to diet, supplementation, and functional products. All of which can support memory, focus, and mental clarity across all life stages.

Cognitive health becomes a daily priority

Cognitive health is one the top areas of health in which consumers are looking to improve. Over half (55%) of global consumers now say they actively seek out food and drink products that support their cognitive health. This marks a significant interest, highlighting the growing awareness that mental sharpness, emotional wellbeing, and productivity are all linked, and can be influenced by nutrition.

Alongside this, 43% of consumers say they have increased their intake of fresh fruit and vegetables to support cognitive function. At the same time, they are actively avoiding “dietary evils” like processed foods, choosing to make small but deliberate changes in how they eat in order to improve focus, clarity, and emotional wellness.

Mental wellbeing is now core to overall health

Consumers are no longer waiting for cognitive decline to become a symptom. Instead, they’re prioritizing mental performance as part of a wider shift toward proactive and immediate wellness. In fact, 66% of global consumers recognize a direct link between cognitive health and overall health. This shows that mental wellbeing is now central to how people evaluate their quality of life.

Recognizable ingredients drive premium appeal

Consumers are also showing a growing interest in cognitive health ingredients. 46% of global consumers say they are willing to pay a premium for products containing Omega-3, a well-known ingredient linked to brain health. Vitamin B12 follows closely, with high consumer awareness and demand. This reflects a greater desire for recognizable, science-backed ingredients that support both short-term alertness and long-term brain function.

Long-term brain support is important to consumers

Additionally, 41% of consumers say they prefer products that help prevent age-related memory loss. This highlights a dual focus on everyday performance and long-term resilience. Nutritional supplements have become a popular format for this, offering convenience and ease of use for consumers who want targeted benefits without changing their diet.

Opportunities for brands with functionality

For brands, these findings highlight a clear opportunity. Consumers are actively looking for products that address cognitive wellness in a holistic and accessible way. Positioning products around mental clarity, memory support, and emotional wellness can help build trust and appeal to this growing demand. Educating consumers on the benefits of ingredients, while also well-known, trusted ones, will be key to staying ahead in the cognitive health space.

Discover what’s next in cognitive wellness with FMCG Gurus’ Trend Report: Unlocking the Right Ingredients for Cognitive Health – 2025. For more details, contact us at info@fmcggurus.com.