Alzheimer’s is the 3rd fastest growing health concern, just behind eye health and arthritis; mental focus is tied with high cholesterol for 4th.

With 96 million Americans over age 50, appealing to older folks alone represents an enormous market opportunity. But while concern over mental sharpness increases with age, 59% of those aged 18-29, 55% 20-39 and 61% 40-49  vs. 70% of those 50+ are also “very/extremely concerned.”  
Perhaps most exciting from a marketing standpoint is the diversity and uniqueness of mental need states confronting consumers—ranging from proper brain development, hyperactivity and cognitive/learning skills in children, to depression, concentration and alertness in young adults, and to more serious memory loss, dementia, Alzheimer’s and Parkinson’s disease in aged adults.  

Market Potential

According to Sloan Trends TrendSense model, when it comes to ingredients “specifically linked to mental conditions/brain health” only omega 3s have reached mass market status, hovering close to crossing into the Commercialization Phase since 2007 when DHA-fortified dairy products began drawing attention to brain health in grocery stores. Further, 71% of adults rate omega 3/fish oil “very” or “somewhat” effective for brain health compared to 74% effective for heart health.

GABA (gamma aminobutyric acid) has enjoyed significantly more medical and research activity than other competitive ingredients with mental/brain connections, accelerating at an explosive pace since 2007; however, its awareness among consumers is still relatively low. GABA is projected to achieve mass market status this year. Medical/Nutrition activity for omega 3, DHA and caffeine are also at significant levels, having crossed over the Medical Threshold earlier in the decade, signaling their stability as long-term, sustainable ingredients for mental health.

In terms of market receptivity, caffeine and DHA, while viable markets among specialty channel and condition-specific shoppers, are still at least a year or more away from achieving mass market status—and only if Medical activity remains strong. While ginkgo and ginseng have frequently been tied to energy, activity specifically tied to mental issues has not yet crossed the Medical Threshold. If the current growth rate continues, they will soon be well positioned as viable mental health ingredients in specialty channels. Phosphatidylserine remains in the Emerging Phase.