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Oct 24, 2024

Rising trends and opportunities in active nutrition

24-Oct-2024 - Last updated on 24-Oct-2024 at 10:12 GMT As consumer awareness around the gut-brain connection grows, demand for mood-enhancing ingredients and adaptogenic mushrooms is driving rapid

24-Oct-2024 - Last updated on 24-Oct-2024 at 10:12 GMT

As consumer awareness around the gut-brain connection grows, demand for mood-enhancing ingredients and adaptogenic mushrooms is driving rapid market expansion, with innovative solutions emerging to support both mental and physical health, the webinar's audience heard.

In 2021, 14% of the global population experienced mental disorders​, highlighting the growing need for mental health solutions, said Grégory Dubourg, CEO of Nutrikeo.​

The market for mental health ingredients reached $4.4 billion in 2023 and is projected to grow at nearly 6% annually to reach $6.5 billion by 2030, he said in his presentation.

Cognition-related products dominate 43% of the market, followed by mood, stress and anxiety solutions at 40%, and sleep-related products at 17%. Up to 26% of people are actively seeking foods that improve mood and mental well-being.

The 25 to 34 age group is most concerned with mental well-being, followed by the 35 to 44 age group. Key consumer segments include students, women (for PMS, postpartum and menopause), e-gamers and seniors.

Consumer recognition and understanding of the gut-brain axis is growing along with the cognitive health market, Dr. Siobhain O’Mahony, senior lecturer at University College Cork, told the audience.

The gut-brain axis is a two-way communication system between the brain and gut, involving neural pathways, hormones and the immune system. A healthy gut microbiome supports cognitive performance by aiding digestion, releasing nutrients and producing neuroprotective molecules like short-chain fatty acids.

The gut also produces neurotransmitters like GABA and serotonin, which help regulate mood and sleep. Gut health impacts mental well-being, influencing mood, anxiety and focus. Prebiotics, probiotics and tryptophan-rich foods can improve gut health, promoting better sleep by enhancing serotonin and melatonin production.

The human microbiome market​ is projected to reach $1.5 billion by 2027, driven by the significant role of gut bacteria in various health functions, including brain function.

There is significant commercial potential for sex-specific microbiome supplements aimed at improving brain health throughout various life stages, according to O’Mahony.

By 2039, the number of menopausal and postmenopausal women​ is expected to rise to 1.2 billion she said, offering a significant market opportunity for brain health solutions: Menopause alters both microbiota and cognitive function, inviting the need for tailored microbiome interventions.

Additionally, research has shown that female infants tend to have more beneficial bacteria​, which may lower the risk of neurodevelopmental disorders, with sex-specific microbiota differences becoming more prominent during puberty.

The growing interest in personal health is partly driven by the abundance of information from social media, said performance nutritionist Ed Tooley.

This interest has expanded beyond fitness to include wellness aspects like sleep, gut health and overall well-being.

Wearable tech devices like Whoop and Garmin are providing users with detailed data on their sleep and recovery, increasing awareness and interest in health optimization, especially among athletes. This is also informing consistency in healthy habits, such as getting good sleep.

Dr. Miguel Toribio-Mateas, honorary research fellow at the School of Psychology, Cardiff University, said that personalization may be key in the future of the gut-brain axis, noting there is potential for consumer genomics to allow people to learn more about their microbiomes and personalize their diets for better outcomes like resilience.

Dr. Toribio-Mateas said a shift from focusing on stress to building resilience through gut health offers both a positive solution for consumers and formulators using products like ashwagandha and mushrooms.

While mushroom-derived ingredients have historically been used for immune support, younger consumers are increasingly seeking cognitive enhancement and performance benefits from them, said Robin Gurney, development director at Natural Chaga.

Reishi, lion’s mane and cordyceps are among the most sought-after mushrooms. Notably, lion’s mane has gained popularity​ for its potential cognitive benefits and its influence on the gut-brain axis, driven by emerging research highlighting its positive effects on brain health.

However, not all mushroom extracts are of equal quality, and consumers need to be cautious about what they purchase. Many products may be high in certain compounds (like beta-glucans) but lack the specific bioactive compounds proven to provide benefits.

Because of this, the mushroom industry faces challenges with quality regulation and enforcement, Gurney said, as many products on the market do not contain the beneficial compounds consumers expect.

Dr. Catalina Fernández de Ana Portela, founder and CEO of Hifas da Terra affirmed this, explaining that while approximately 40% of leading pharmaceutical drugs are derived from natural sources, including mushrooms, a 2017 study found that only 25% of medicinal mushroom products​ sold in the U.S. actually contain mushrooms or their traces.

The Active Nutrition Summit is now available on demand. Tune in for more expert insights and opinions on Cognitive Health in the active nutrition space​.

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Related topics Markets & trends Sports nutrition Probiotics, prebiotics & postbiotics Cognitive function Gut/digestive health Active Nutrition Summit