Cognitive Health

Energy Enhanced: Future Opportunities in the Market

Introduction

Consumers are evaluating their health based on how they are feeling and are finding that they are not satisfied with their energy levels. Global instability, financial uncertainty and personal pressures are leading to feelings of stress, time-scarcity and fatigue. 

Almost half (47%) of global consumers surveyed by FMCG Gurus said that they plan to improve their energy levels over the next twelve months. There is an awareness that low energy levels can be reflective of an overall deterioration in wellness. This links to frequent feelings of fatigue with the possibility of longer-term ill health. As a result, this means that improving energy levels is central to improving both immediate health and for healthy ageing.

From short-term fix to sustained energy boost

When looking for a “quick fix” consumers may turn to products that are high in sugar. These products can also be lacking in nutritional value. This contributes towards the perceptions that “traditional” energy boosting products can conflict with overall wellness goals. In addition, this also contributes to the idea that short term solutions may have unpleasant side-effects. 

To counter consumers’ concerns, brands must provide reassurance that sources of energy are safe and natural. This is an opportunity to create products that provide a clean and sustained energy lift without additives or added sugar.

The need for fragmentation in the energy market

FMCG Gurus research shows that consumers have different metrics for measuring their energy levels and a range of motivations. 

For example, one third of global consumers measure their energy levels by their cognitive function. For consumers experiencing symptoms such as brain fog, energy drinks with ingredients targeted towards improving focus will appeal. 

Prioritizing a back-to-basics approach

Improving sleep health is central to a back-to-basics approach. Many consumers are adopting this approach toward their health over the next twelve months. For the energy market, this means that clean energy products must not be seen to interfere with sleep patterns. The inclusion of ingredients that help to reduce stress and promote feelings of calm, focused energy will be particularly appealing.

A quarter of global consumers have turned to exercise in a bid to improve their sleeping patterns over the next twelve months. As consumers may feel tired when trying to exercise more, there will be an interest in products that can offer a clean and sustained energy boost that facilitates exercise. 

This means that there will be an increase in active nutrition consumers taking a proactive approach to their health, looking for functional clean energy products, for example containing protein, fibre and electrolytes, which support physical activity.

Opportunity for innovation

As consumers continue to make the link between energy and overall health, they will expect the next generation of energy boosting products to offer clean, sustained energy alongside tailored, targeted functional benefits that fit their particular lifestyle and health goals. This is an opportunity for development in the energy market to address legacy issues whilst supporting consumers with their health and well-being goals. 

This article is based on FMCG Gurus - Energy Refocused - The Need for Fragmentation within the Energy-Boosting Market - Trend Report. For more information, please click here.

Cognitive Health: Proactive and Holistic Approaches

Consumers are Aware of the Link Between their Cognitive and Overall Health

Despite a slight decrease compared to 2021 when consumers were more health-conscious due to the pandemic, a significant number of consumers acknowledge the connection between good cognitive health and overall well-being. This indicates that consumers understand the crucial role cognitive health plays in healthy aging. Traits like forgetfulness and difficulty concentrating can be recognized as potential indicators of declining overall health. However, consumers express a lack of contentment with their cognitive health, despite a higher proportion who reported satisfaction two years ago. This dissatisfaction may lead to concerns about long-term health and the ability to maintain an active lifestyle in later years. Worries may stem from various factors they perceive as beyond their control, including hectic schedules, time constraints, and poor dietary choices, all of which can impact cognitive function. 

Consumers are Proactively Addressing their Cognitive Health

Many consumers are adopting a proactive approach to health. FMCG Gurus' consumer insights reveal that 53% of global consumers state they are interested in cognitive health products even when not suffering from specific health problems. This demonstrates widespread consumer interest in enhancing well-being even in the absence of symptoms. This interlinks with the growing curiosity around cognitive health and the demand for products targeting this aspect of wellness.

However, there has been a decline in interest in such products between 2021 and 2023. This shift underscores a more cautious approach to health and wellness spending in the post-pandemic period, marked by economic uncertainties and inflation. Despite this, consumers remain open to purchasing cognitive health products, provided they are perceived as essential, proven effective, and offer good value for money. 

Consumers are Changing Their Dietary Habits

In the past year, consumers have implemented various dietary adjustments to enhance many aspects of their well-being, including their cognitive health. The range of changes made by consumers suggests their dissatisfaction with existing dietary habits and their recognition of the potential long-term health impacts. Overall, consumers are leaning towards the return of back-to-basics nutrition. For example, FMCG Gurus' market research highlights that 61% of global consumers have eaten more fresh fruit and vegetables in the last year to improve their cognitive health. This highlights how over half of consumers are prioritising the consumption of more natural and nutritious foods.

Additionally, consumers are striving to create more structured dietary plans, reducing non-essential consumption occasions like snacking and opting for more nutritious options over convenient but less healthy choices. 

Consumers Often Associate Healthier Products with Higher Prices

As consumers take proactive steps toward their health, they continue to show interest in products promoting cognitive health and actively seek out such items while shopping. This indicates that people believe certain everyday food and beverage products contain nutrients that can support and enhance brain health.

However, there has been a noticeable decline in the proportion of consumers willing to pay a premium for products designed to support cognitive health compared to two years ago. This coincides with increased price inflation. Consumers often associate healthier products with higher prices, leading to concerns about striking a balance between nutrition and affordability. This underscores the importance of brands educating consumers about affordable everyday products that can contribute to maintaining and enhancing cognitive well-being.

This article is based on FMCG Gurus: Cognitive Health – Regional Reports 2024. For more information, please click here.

Cognitive Health: Proactive Approaches and Barriers

Introduction

Consumers are increasingly aware of the link between good cognitive health and overall well-being. Many individuals express dissatisfaction with their cognitive health and recognize that their diets and lifestyles can impact their cognitive wellness. In addition, consumers are mindful of broader issues such as stress and poor sleep habits and its significance on healthy aging. Consumers also show a preference for cognitive health claims on various food, beverage, and supplement items. Many consumers feel that multiple health claims on products contribute to maximizing effectiveness, convenience, and value. Brands must provide evidence to support such claims to elevate the value of these products. 

Cognitive Health Problems

Many consumers are aware of the connection between good cognitive health and overall well-being. Many of these individuals encounter various cognitive-related issues. These issues include problems with energy levels, mood, task performance, and general wellness. On a global scale, consumers are prone to reporting difficulties with sleep and feelings of fatigue and exhaustion. These two areas are intertwined, as individuals face daily pressures and stress that can hinder their ability to unwind, relax, and maintain healthy sleep patterns. For instance, 37% of global consumers say they sometimes have difficulty sleeping, while 15% state this occurs most of the time. It is important to note that inadequate sleep hygiene directly influences mood and energy levels and can cause feelings of stress.

Proactive Health and Motivations

When asked about their motivation to enhance cognitive health, 48% of global consumers express a desire to enhance their overall quality of life. Over time, consumers may associate characteristics such as forgetfulness, blurred vision, and difficulty concentrating as indicators of declining overall health. As individuals strive to maintain health as long as possible, they acknowledge the significance of feeling alert, sharp, and focused. Furthermore, a significant number of consumers state that they have either consulted medical professionals regarding their cognitive health or believe they are encountering issues, highlighting widespread dissatisfaction with cognitive well-being. 

FMCG Gurus surveyed consumers interested in proactively maintaining cognitive health. Our findings revealed that a majority of these consumers are inclined towards general lifestyle adjustments rather than seeking professional medical advice. For instance, FMCG Gurus’ consumer insights reveal that 28% of global consumers who are taking a proactive approach to their cognitive health have reduced their alcohol intake. This suggests that consumers believe certain health issues are self-inflicted due to their lifestyles.

On a global scale, individuals focusing on cognitive wellness expressed intentions to reduce alcohol consumption and increase their intake of nutritional supplements. This highlights consumers' desire to enhance their diets and steer clear of products they perceive as detrimental to their health. 

Sources of Information

As consumers prioritize their cognitive health, they are actively seeking information from various sources to enhance their well-being. FMCG Gurus’ consumer insights reveal that 70% of global consumers find doctors the most influential sources for information about brain health. This suggests that consumers are inclined to seek guidance from healthcare professionals.

Despite this positive trend, the food and drink industry must also consider the widespread popularity of online articles and the associated risks. While many online sources are credible, there is a potential for misdiagnosis and the promotion of suboptimal diet and lifestyle plans.

This article is based on FMCG Gurus: Cognitive Health Trends – Country Reports 2023. For more information, please click here.

Enhancing Cognitive Health: Attitudes and Natural Ingredients

Introduction

As consumer needs evolve, the focus on cognitive health has become increasingly prominent. Many consumers have felt satisfied with this area of health since the pandemic. However, there remains a significant number of consumers who are unsatisfied with their cognitive well-being. Notably, consumers are placing a greater emphasis on emotional wellness and cognitive health. They recognize the equal importance of this alongside physical well-being.

Amidst this shift in mindset, consumers are dealing with symptoms such as stress, worry, and tiredness. This is resulting in a desire among consumers to enhance their overall health and quality of life. Interestingly, while many acknowledge cognitive health concerns, consumers tend to refrain from seeking specialist treatment. Instead, many opt for general approaches to improve this area of health.

Attitudes & Behaviors

In today’s post-pandemic society, consumers are demonstrating a proactive stance towards wellness. However, it is suggested that issues such as price inflation are impacting cognitive health. Importantly, recent trends from 2021 to 2023 reveal an increase in satisfaction levels regarding this area of health. For instance, FMCG Gurus’ consumer insights reveal that in 2021, 45% of consumers were satisfied with their cognitive health, and in 2023, 55% of consumers were satisfied with this area of health. Alternatively, there was a 10% decrease in consumers who are interested in brain health products even when they are not suffering from specific health problems.

These findings indicate a shift in consumer behavior, reflecting a decreased sense of urgency in actively seeking out functional products daily, as well as a reduction in the level of concern compared to the pandemic era. Furthermore, while factors such as price inflation continue to impact brain health, their effect appears to be less pronounced than during the pandemic.

Increased Intake of Fresh Fruit and Vegetables

In the past year, consumers have implemented various measures to enhance their cognitive health, indicating dissatisfaction with this aspect of wellness and recognizing the potential impact of poor cognitive well-being on overall long-term health. FMCG Gurus’ market research highlights that 49% of global consumers have eaten more fresh fruit and vegetables in the last twelve months to improve their cognitive health. The emphasis on consuming more fresh fruits and vegetables reflects consumers' belief in the ability of their diets to support cognitive health, rather than relying on specialized functional foods. This suggests an awareness among consumers that behaviors such as excessive consumption and inadequate nutrient intake can affect areas such as alertness and concentration. 

Cognitive Health Problems

Consumers are actively prioritizing various aspects of their health and well-being. There has been an increased effort to elevate emotional wellness to the same level as physical health, positioning cognitive health as the second most crucial priority after gut health. For example, FMCG Gurus’ consumer insights reveal that 17% of global consumers are most concerned about their cognitive health.  

This increased focus is linked to the impact of COVID-19 on cognitive health over the past few years. As society transitions to a post-pandemic phase, consumers are increasingly conscious of the influence of busy lifestyles and macroeconomic factors, such as price inflation, on their cognitive well-being in both the short and long term. Also, there is a growing recognition that cognitive health does not solely affect mood and energy levels but can also lead to long-term health issues, significantly impacting overall quality of life.

Ingredients

Consumers prioritize cognitive products that enhance memory over improving sleeping patterns, despite tiredness and sleep difficulties being more commonly experienced. This suggests that individuals believe they can address fatigue and poor sleep habits by improving their bedtime routines without the need for additional products.

Consumers link various fruits and vegetables to memory enhancement, with bananas being the most commonly mentioned. For instance, FMCG Gurus’ market research indicates that 44% of global consumers associate bananas with memory-boosting benefits. This highlights the perception that everyday grocery items can contribute to improving cognitive health, influencing their willingness to actively seek out and invest in functional products that offer similar benefits.

This article is based on FMCG Gurus: Navigating Cognitive Health and Wellness in 2023 - Global Report. For more information, please click here.