The Muscle Mag
With the increasing awareness of the gut-brain connection among consumers, there is a growing demand for ingredients that enhance mood and adaptogenic mushrooms, leading to rapid market growth. The webinar’s audience learned about innovative solutions that are emerging to support both mental and physical health.
Cognitive health market overview
In 2021, 14% of the global population experienced mental disorders, underscoring the increasing need for mental health solutions, as noted by 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.
Cognitive health products make up 43% of the market, followed by mood, stress, and anxiety solutions at 40%, and sleep-related products at 17%. A significant number of people, up to 26%, actively seek foods that can enhance mood and mental well-being. The age groups most concerned with mental well-being are 25 to 34, followed by 35 to 44. Key consumer segments include students, women (for PMS, postpartum, and menopause), e-gamers, and seniors.
Opportunities in the gut-health market
Dr. Siobhain O’Mahony, senior lecturer at University College Cork, informed the audience about the growing recognition and understanding of the gut-brain axis in tandem with the cognitive health market’s expansion. The gut-brain axis involves a two-way communication system between the brain and gut, impacting neural pathways, hormones, and the immune system. A healthy gut microbiome supports cognitive performance by facilitating digestion, releasing nutrients, and producing neuroprotective molecules like short-chain fatty acids.
The gut also produces neurotransmitters like GABA and serotonin, which play a role in regulating mood and sleep. Gut health influences mental well-being, affecting mood, anxiety, and focus. Prebiotics, probiotics, and tryptophan-rich foods can improve gut health, leading to better sleep through enhanced 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 promising commercial potential for sex-specific microbiome supplements tailored to enhancing brain health across different life stages, observed O’Mahony. By 2039, the number of menopausal and postmenopausal women is expected to rise to 1.2 billion, presenting a significant market opportunity for brain health solutions, given that menopause affects both microbiota and cognitive function, warranting personalized microbiome interventions.
Research indicates that female infants tend to harbor more beneficial bacteria, potentially reducing the risk of neurodevelopmental disorders. Sex-specific microbiota differences become more pronounced during puberty.
Sleep, stress, and resilience
The increased focus on personal health is fueled in part by the wealth of information available on social media, as highlighted by performance nutritionist Ed Tooley. This focus has expanded to encompass wellness aspects beyond fitness, including sleep, gut health, and overall well-being. Wearable tech devices like Whoop and Garmin are providing users with comprehensive sleep and recovery data, raising awareness and interest in health optimization, particularly among athletes.
Dr. Miguel Toribio-Mateas, honorary research fellow at the School of Psychology, Cardiff University, emphasized that personalization could be crucial in the future of the gut-brain axis. He noted the potential for consumer genomics to empower individuals to gain insights into their microbiomes and customize their diets for better outcomes, such as resilience. Dr. Toribio-Mateas proposed a shift from stress management to building resilience through gut health, offering a positive solution for consumers and formulators using products like ashwagandha and mushrooms.
Mushrooms for brain health
Robin Gurney, development director at Natural Chaga, highlighted the increasing interest among younger consumers in seeking cognitive enhancement and performance benefits from mushroom-derived ingredients. Reishi, lion’s mane, and cordyceps are among the most popular mushrooms sought after. Notably, lion’s mane has gained traction for its potential cognitive benefits and its impact on the gut-brain axis, supported by emerging research highlighting its positive effects on brain health.
However, the quality of mushroom extracts varies, and consumers need to exercise caution in their purchases. While many products may be rich in certain compounds like beta-glucans, they may lack the specific bioactive compounds essential for providing benefits. Gurney pointed out that the mushroom industry faces challenges in quality regulation and enforcement, as numerous products on the market do not contain the expected beneficial compounds.
Dr. Catalina Fernández de Ana Portela, founder and CEO of Hifas da Terra, echoed this sentiment, noting that while around 40% of leading pharmaceutical drugs are derived from natural sources, including mushrooms, a study conducted in 2017 revealed that only 25% of medicinal mushroom products sold in the U.S. actually contain mushrooms or their traces.
