Formulations aimed at enhancing cognitive performance

NPDs Seeking to fuel cognition and concentration

Consumer interest in mental performance, focus, and cognitive wellbeing is accelerating rapidly.

In 2025, brain health, as a claim, is a major focus across global consumer trends and product innovation. There is a growing demand for products and solutions that claim to support cognitive function, mental wellness, and emotional resilience. Brain health-labeled products accounted for 1.2 billion USD in 2023, ranking as the fourth biggest revenue driver in the total U.S. market. Products containing nootropic and adaptogenic ingredients have experienced exponential growth over the last four years—nootropics with a 396% increase, and adaptogens delivering 257% growth compared to 2020. Botanicals are increasingly becoming the common denominator for many nootropics and adaptogens, especially in the consumer wellness space. The increased focus on brain health is also reflected in preventive care and wellness treatments—for example, U.S.-based company Lifeforce has launched a dedicated brain protection program called “Futureproof your brain“.

The rise of Botanicals

The rise of botanicals marks a shift toward clean-label, plant-based ingredients like Lion’s Mane and Rhodiola, as well as caffeine derived from green tea and green coffee beans. In 2024, Rockstar launched Rockstar Focus, one of the first energy drinks containing both caffeine and Lion’s Mane. During Europe’s largest nutraceutical trade show, Vita Foods, botanicals and botanical ingredients were among the most dominant trends. The event showcased a significant emphasis on plant-based solutions across various health categories, reflecting the industry’s shift towards natural and multifunctional wellness products. According to Innova, the top 5 positionings in European supplements are immune health, brain-mood health, energy and stamina, skin health, and bone health. Supplement trends research displays that immune health claims are leading in the top 5 most active European markets. According to a report published by Vitafoods, we are likely to see increasingly blurred lines between functional foods and nutraceuticals as consumers increasingly look for enhanced health benefits in everyday.
foods

So what is the fuss all about, and what ingredients are trending?

Of Chinese consumers believe gut health is related to brain health

Of German consumers want to learn more about how their gut impacts mental health

of consumers, globally, say they are interested in and willing to pay more for food and drink products that support brain health

Of Australian consumers have consumed functional or fortified food and drink products with mental health benefits in the past three months

Mintel I The future of ingredients 2025

Mintel I The future of nutrition, health and wellness 2025

Mintel Interest and williness to pay more for health claims september 2023

Mintel I In the last three months i have eaten/drunk functional or fortified foods

Innova I Supplement industry trends in Europe

Vitafoods I Key insights for market advantage

Botanicals

In 2025, brain health as a phenomenon has emerged as a major topic across the global nutrition, health, and wellness sector. Several factors contribute to this trend. As stress, screen time, and multitasking become part of daily life, consumers are increasingly seeking functional beverages that offer benefits beyond hydration. This shift signals a long-term movement toward cognitive wellness. Brands that innovate in this space have a unique opportunity to connect with a highly health-conscious audience.

In science, there is a growing recognition of the connection between gut health and mental health. Products targeting the gut-brain axis—such as probiotics, prebiotics, and postbiotics- are gaining traction, especially outside the EU, where they are used to claim enhanced cognitive function and mental health.

Gut-Brain axis

There is increasing recognition of the connection between gut health and brain health. Products targeting the gut-brain axis, including probiotics, prebiotics, postbiotics, and psychobiotics, are gaining traction for their ability to enhance cognitive function and support emotional resilience.

Botanicals

The common denominator for both nootropics and botanicals is their growing role in so-called "Brain Health" drinks on e.g. the US market. In 2025, botanicals—especially those classified as nootropics and adaptogens—are at the forefront of innovation in this space. Consumer demand for natural solutions is driving brands to develop products featuring these ingredients to claim sustained brain health, stress relief, and enhanced mental performance. In the European Union, some botanicals are classified as Novel Foods. Therefore, it is important to align with the European Commission Novel Food Status Catalogue as well as national law, which, in some cases may be more strict than European law. The incorporation of botanical ingredients must consistently prioritize consumer safety, and it is the responsibility of the company to ensure full regulatory compliance and maintain appropriate documentation.

Nootropics

Nootropics are natural substances use to brands and manufacturers to claim enhance brain health and mental performance. Botanicals are commonly used to claim a calming and focus-enhancing effect. In the European Union, some botanicals are classified as Novel Foods. Therefore, it is important to align with the European Commission Novel Food Status Catalogue as well as national law, which, in some cases may be more strict than European law. The incorporation of botanical ingredients must consistently prioritize consumer safety, and it is the responsibility of the company to ensure full regulatory compliance and maintain appropriate documentation.

Adaptogens

Adaptogens are plant substances used by brands that claim to help reduce mental and physical stress, restore balance, and support energy and mental clarity. Leading adaptogens in product launches include ashwagandha, Korean ginseng, maca, rhodiola, lion’s mane mushroom, reishi, and holy basil. These ingredients are incorporated into functional snacks, drinks, and supplements, appealing to consumers seeking natural stress relief and cognitive support. In the European Union, some botanicals are classified as Novel Foods. Therefore, it is important to align with the European Commission Novel Food Status Catalogue as well as national law, which, in some cases may be more strict than European law. The incorporation of botanical ingredients must consistently prioritize consumer safety, and it is the responsibility of the company to ensure full regulatory compliance and maintain appropriate documentation.

Vitamins

Vitamins such as pantothenic acid, B6, and B12 are commonly used in mental clarity drinks because of their authorized health claims supporting mental performance.

Trending flavours in functional drinks

In the past five years, fruit flavours have grown significantly in popularity within sports and energy drinks across Latin America, becoming the dominant flavour group. During the same period, citrus flavours have declined. Meanwhile, berry and seed-based flavours have gained prominence in new product launches. Overall, fruit flavours have been the primary driver of flavour innovation in both categories over the last year, with a particularly strong presence in the sports drink segment.