Brain health leads consumer concerns in 2024, Prinova report predicts

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The report also explains how consumer attitudes are shifting toward women’s health, gut health, and sports nutrition.

Photo © AdobeStock.com/monsitj

Photo © AdobeStock.com/monsitj

Cognitive health will be one of consumers’ top health concerns in 2024, according to a new market trend report from ingredient and premix supplier Prinova (London). The report also explains how consumer attitudes are shifting toward women’s health, gut health, and sports nutrition.

To gather data for the report, Prinova commissioned researchers to analyze patterns in the retail and food service markets as well as trending topics on social media.

Consumers are increasing concerned with brain health issues such as cognitive performance, focus, and “brain fog,” especially coming out of the COVID-19 pandemic, the report says. Stress and difficulty sleeping are leading discussion topics. The report cites a growing number of CPG products containing brain health ingredients like adaptogens and nootropics. In addition, there is growing demand for energy support from natural-caffeine ingredients like yerba mate and matcha.

Women’s health is also a growing concern, led by menopause and reproductive health. The report notes, “Across all ages and stages, physical and mental health are being ‘hacked’ with ingredients and lifestyle advice targeting everything from the metabolism to sleeping better.”

Digestive health remains a key priority for both adult and children. “Ingredients with gut health benefits are incorporated into familiar formats, including for children,” the report states.

Sports nutrition and hydration are also key focuses. “Sports performance now includes the world of gaming, with functional foods designed around endurance for long sessions,” the report states.

And even as consumers seek more “whole” and “natural” foods, the report states, “That said, there is still a place for fortification, ‘lab created’ functional ingredients, and artificial sweeteners and flavors within certain occasions and with products targeting certain consumers.”

It concludes: “Laddering up to a more general trend within health, there is no ‘one size fits all,’ demonstrated by an increasingly personalized approach to healthy eating/drinking.”

To read more about Prinova’s trends report, visit https://www.prinovaglobal.com/eu/en/resources/news/2024-and-2025-trends

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