Here’s how the brain health supplements market is addressing cognition concerns for all consumers.
The panel:
Abdul Alkayali, Vice President of Marketing and Sales, Longevity by Nature, Temecula, CA, www.longevitybynature.biz
Dayna Dye, Education Content Writer, Life Extension, Fort Lauderdale, FL, www.lifeextension.com
Doris Ip, Marketing Manager, Layn Natural Ingredients, Guilin, China, www.layncorp.com
Jodi Schneider, National Educator, Vibrant Health, Shelton, CT, https://vibranthealth.com
Lorena Carboni, Senior Product Manager & Scientific Communication Expert, Gnosis by Lesaffre, Lille, France, www.gnosisbylesaffre.com
Sharon Paguio, Head of Marketing, Country Life Vitamins, Hauppauge, NY, https://countrylifevitamins.com
Stacey Gillespie, Director of Product Marketing, Charlotte’s Web, Louisville, CO, www.charlottesweb.com
Ståle Søfting, Sales and Marketing Director, GC Rieber VivoMega, Bergen, Norway, www.gcrieber.com
The cognitive health market is rapidly growing and evolving, with new ingredients and supplements demonstrating strong efficacy in clinical trials. These new products are displacing mainstays, targeting specific cognitive functions while simultaneously providing consumers with multifunctional solutions. This $6 billion per year market is expanding beyond standard ingredients like vitamins and minerals, with new herbal solutions taking the spotlight. Consumers are increasingly looking for natural products that can boost cognition in various ways, leading to a diversification of the market that is opening up opportunities for targeted products. Vitamin Retailer (VR) has convened a panel of industry experts to provide their insights on this rapidly expanding market.
VR: What’s the latest news regarding brain health and cognition supplements?
Alkayali: There is a shift in the $70 billion U.S. supplement market toward more products focusing on brain health benefits. Hundreds of companies have touted micronutrients and phytonutrients, usually from “natural” sources, for providing cognition, memory and other brain function benefits. Most of these companies rely on ingredient claims to put together a package they say will work. However, the vast majority of these supplements use general ingredient research to prove their product works. The market has been assaulted with numerous products over the last two years with a host of ingredients which sound sexy but have almost no proof they work.
Dye: Magnesium continues to be a popular nutrient for the brain. Neuro-Mag Magnesium L-Threonate has been a bestseller for years and was Life Extension’s fourth best-selling product as of April 4, 2025. Recently, magnesium-L-threonate, which crosses the blood-brain barrier, was shown in a randomized trial to improve sleep quality and daytime functioning in adults. Another form of magnesium that can penetrate into the brain is magnesium acetyl taurinate. This form of magnesium is used to promote relaxation.
Acetyl-L-carnitine (ALC) was recently in the news following the publication of a report in the Nature journal Molecular Psychiatry that documented lower ALC levels among cognitively impaired men and women compared with healthy individuals. Low acetyl-L-carnitine was found to be related to increased cerebrospinal fluid levels of beta-amyloid and tau protein, which are associated with Alzheimer’s disease.
Ip: Interest in the gut brain axis and its impact on mental health and cognition. There is growing evidence that the microbiota in the gut influences brain function through various biochemical pathways that involve neurotransmitter and hormonal signaling. Layn recently introduced a new prebiotic called Galacan which stimulates the growth of Lactobacillus brevis, a probiotic bacterium that studies suggest can improve memory and improve focus by reducing stress.
Schneider: Supplementation news varies depending on whether the focus is on concentration, memory, mood, cognitive decline, preserving brain function or alleviating neurodegenerative disease. We know more now than ever about the gut-brain connection and what common denominators lead to neurodegenerative diseases. Neuroinflammation is a leading cause of this progression, and it may be coming from our gut health. Research demonstrates that bacteria can migrate from the gut into the bloodstream and eventually reach the brain, where they may trigger inflammation and cognitive decline. Dysregulated gut microbiota can compromise the blood-brain barrier, leading to neuroinflammation.
Carboni: As of 2024, the brain health and cognition supplement market is undergoing a significant transformation, shaped by a surge in consumer demand, scientific innovation and evolving wellness trends. According to Future Business Insights, this momentum reflects a broader societal shift toward proactive mental health care, driven not only by aging populations but also by younger generations increasingly concerned with stress, cognitive fatigue, and daily mental performance.
Paguio: Manufacturers are introducing new formulations that combine botanicals, probiotics and adaptogens to support cognitive function and mental well-being. These products aim to enhance memory, focus and stress resilience by leveraging the gut-brain axis and natural ingredients.
Gillespie: A recent study published in Nature (February 2025) examined brain tissue from cognitively healthy adults and revealed that microplastic concentrations in the brain have increased by 50 percent compared to samples collected just eight years ago. Alarmingly, researchers found that adults between the ages of 40 and 45 had microplastic levels equivalent to the mass of an entire plastic spoon. While the full implications of these findings are not yet understood, scientists suspect that microplastics may have toxic effects on the brain and could contribute to a heightened risk of neurological disease. In fact, the study also reported that individuals diagnosed with dementia had three to five times more microplastics in their brain tissue than those without the condition. Studies like this underscore the importance of supporting brain health at every stage of life—and highlight the critical role dietary supplements can play in protecting cognitive function from emerging environmental threats.
Søfting: The cognitive health sector is expanding as more consumers seek natural methods to enhance focus, promote relaxation and support mood and overall cognitive function. Omega-3s are a leading ingredient in the brain health category due to their clinical backing and longevity in the space. In recent years, omega-3 alternatives have increased in popularity due to consumer demand and changing lifestyle habits. In addition, ingredient suppliers have heightened their attention due to increased research and product development around plant-based, vegan alternatives.
VR: What’s the state of the cognition supplements market?
Alkayali: Some recent consumer research has shown that in this market, consumers want some demonstration it works, and that it is lacking in most supplements. Sometimes a claim is made that turns out not to be supported because the company used a slightly different ingredient. A case in point is the well-known Prevagen case, a heavily marketed supplement claiming benefit from a natural protein in jellyfish. However, the actual product was a laboratory-developed, chemically made synthetic version of the protein that was tested in a single study. Very few subjects demonstrated any changes and the authors themselves recommended additional research to ascertain and clarify any product’s results. Independent follow-up studies were never performed. In fact, in 2017, the U.S. Federal Trade Commission and New York state attorney general charged the company with misleading advertising and the lawsuit was finally won in December 2024. The company is now prohibited from claiming that Prevagen improves brain function and memory.
Dye: The cognition supplements market in the U.S. is seeing strong and continued growth, especially in products that support mental acuity, focus and cognition. Consumers are showing increased interest in targeted cognitive performance solutions and in products featuring emerging keywords like “nootropics.” There’s also growing demand for scientifically studied ingredients like magnesium L-threonate, which is gaining recognition for its ability to elevate brain magnesium levels and support key functions like memory and learning.
Ip: The cognition supplements market is rapidly evolving. Consumers are moving beyond traditional ingredients like Ginkgo biloba, seeking evidence-based, multifunctional solutions that address modern cognitive challenges such as focus, memory and processing speed. Emerging ingredients like L-theanine, lion’s mane mushroom and magnesium L-threonate are gaining prominence, reflecting a shift toward natural, science-backed formulations that cater to contemporary mental performance needs.
Schneider: The brain health supplement market is experiencing significant growth, driven by an increased awareness of mental health issues, rising interest in natural products, and increased life expectancy.
Carboni: Consumers today are not only looking for quick mental boosts but are seeking sustainable, long-term cognitive support. This has led to heightened interest in natural, evidence-based ingredients that support memory, focus, mood and neurological health. Among these, SAMe (S-Adenosylmethionine) is gaining renewed attention for its multifaceted benefits and potential applications.
Market research clearly illustrates a robust growth trend of cognitive-support supplements. According to Nutrition Business Journal’s Annual Condition-Specific Report 2024, this is expected to remain a top three category through 2027. Trends spotted within the category include protecting against loss of cognitive faculties and gaining and improving what one has. Additionally, athletes and those heavily involved in fitness seek the brain-support category.
Søfting: The global market for brain health supplements was valued at $8.63 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 13.3 percent from 2023 to 2030, reaching an estimated $23.41 billion, according to Grand View Research. This growth can be attributed to several factors, including the increasing aging population, heightened consumer awareness, and the rising trend of nootropics among a diverse range of age groups, as well as innovations in delivery formats.
VR: Who’s taking these supplements?
Alkayali: The commercial market for brain health products is exploding. Consumers have become more concerned about maintaining their long-term cognitive health, currently rivalling and perhaps surpassing their concern about the risks of heart disease and cancer. This phenomenon affects not only the U.S. but the entire first- and second-world global market. Initially, these supplements were targeted toward elderly consumers who were beginning to experience typical mild age-related memory issues. However, it has become clear that early cognitive decline may be quite subtle, and preventive strategies will likely yield the best long-term outcomes. It is also well known that structural brain changes may occur as early in age as the 30s and 40s, especially in women. Younger individuals are interested in consuming supplements to improve and maintain global brain function. In addition, those with family members or friends who have developed any signs of dementia are exploring natural product options for credible brain health support. Validated supplements are sometimes being recommended for patients with neurological conditions, such as early Alzheimer’s or Parkinson’s in hopes of delaying progression of the disease.
Ip: Cognitive health supplements are popular among adults aged 50 and older. In fact, about one in five in this age group take a vitamin or dietary supplement specifically for brain health, primarily aiming to maintain or improve memory and mental sharpness, according to a survey conducted by AARP in 2021. Younger adults, including Gen Z and Millennials, are also increasingly turning to cognitive supplements. For them, the focus is often on managing stress, enhancing mood, and improving focus to meet the demands of modern life. This shift indicates a broader recognition of the importance of mental well-being across all age groups.
Søfting: The market for cognitive health supplements is expanding rapidly, and consumers are seeking a wide range of benefits, including stress and mood support, brainpower enhancement, focus and memory improvement, pre- and postnatal support, and more. Cognitive health spans a wide range of ages, from college students to the aging demographic.
VR: What trends are you seeing in this category? What’s changed recently?
Alkayali: The brain health category is in the midst of the greatest trajectory for public interest and sales growth. Supplement consumers are becoming much more knowledgeable and skeptical about product claims, especially in an area like cognitive function. Their buying habits are increasingly sophisticated, and they are not as influenced by celebrity endorsements or media pitchmen. Network marketing schemes with overhyped and overpriced products are no longer a growing industry. Solid science and credible data are needed, not only for consumer buy-in, but also to avoid regulatory scrutiny. Laboratory and animal studies are helpful, but the most legitimate companies are the ones that pursue independent, human clinical studies on their own finished products and demonstrate results and safety. Then proper marketing without misleading or disease claims is necessary to affect the level of belief, purchase and consumption by the public of the product.
Dye: The cognition supplements category is seeing a noticeable shift influenced heavily by social media. Platforms have become key spaces for discovery, education and discussion, with experts and laypeople alike sharing their experiences and recommendations. This mix of voices plays a big role in shaping consumer interest and driving purchasing decisions. Ingredient trends are also evolving. Magnesium L-threonate continues to stand out for its targeted support of cognitive health, particularly its role in enhancing magnesium levels in the brain to support memory and learning. And creatine, once mostly associated with fitness, is gaining traction for its potential cognitive benefits.
A recent trend in brain health is knowing one’s APOE gene status. Genetic testing can reveal whether a person has APOE2, APOE3 or APOE4 variants of the APOE gene, which affects the risk of cardiovascular and Alzheimer’s diseases. Whereas the APOE2 variant is associated with a protective effect against the development of Alzheimer’s disease, people with one or two copies of APOE4 will want to step up their brain health program since this genetic variant is associated with increased risk. Mail order APOE testing is accomplished through the use of a simple cheek swab that is sent for evaluation.
Ip: Consumers are increasingly seeking products that support mood, stress reduction and emotional balance, reflecting a broader recognition of mental health’s importance across all age groups. Additionally, there’s a growing demand for personalized nutrition. Advancements in technology, such as DNA testing and AI-driven health assessments, are enabling consumers to choose supplements tailored to their individual health needs and genetic profiles.
Schneider: Consumers are seeking supplements that offer multiple benefits, such as mental energy boosts, stress relief, cognitive enhancement and protection. They want more than the basic tried-and-true supplements that science has supported for years. Like a good multivitamin and mineral complex, omega-3s found in fish oil—which should not be discounted for their roles in slowing cognitive decline and improving memory, focus and mood regulation. Multifunctional products like Trilogy meet this demand perfectly by bundling essential nutrients, probiotics, and omega-3s in one powerful formula, making it easier for consumers to cover their brain and body health needs with one solution.
Carboni: More consumers are understanding that there is a clear association between stress and mental function. This is illustrated in a Forbes Health survey of 2,000 U.S. adults conducted by OnePoll, which found nearly half of U.S. adults across generational divides believe it’s “very important” to look after their mental health. And this correlates to striking a balance between stress/mood, cognition and sleep.
One of the biggest changes observed recently is the shift toward younger demographics, making cognitive health a category that speaks to one of the broadest bases. Students are leaning away from caffeine and into nootropics to support heightened and extended cognitive clarity. Gamers want their responsiveness, problem-solving and acuity at a high level. Parents must stave off mind-tiredness from a full day, and seniors still want to keep mentally fit.
Paguio: Liquid cognitive health supplements are on the rise within the Natural Channel- this form has maintained triple digit growth vs YA in the L52, L24 and L12 weeks vs YA. Gummy cognitive health supplements have rebounded within the MULO Channel—this form was declining in the L52 weeks vs YA, but is growing double digits in the L12 weeks vs YA.
Gillespie: Lion’s mane continues to be one of the fastest-growing ingredients in the cognitive health space, as awareness of its brain-boosting benefits expands, and consumers are presented with a growing variety of supplement brands featuring it. One of the most notable shifts in the market is the rising interest in cognitive supplements among adults under 40. This group is increasingly using these products for immediate benefits such as enhanced focus, concentration and mood support. In fact, this younger demographic is now a key driver of growth in the category—especially in convenient formats like gummies. Traditionally, cognitive supplements were most popular among adults over 50 who were focused on memory support and long-term brain health. Now, we’re seeing innovation targeted toward a broader audience. Many new products combine Lion’s Mane with other top-performing cognitive ingredients, including bacopa, magnesium L-threonate, creatine and Ginkgo biloba, to create synergistic formulas that appeal to both younger and older consumers alike.
Søfting: Cognitive health is influenced by a combination of genetic factors, age, environmental conditions and lifestyle choices. In recent years, there has been a significant increase in awareness about cognitive and mental health among Americans. Balancing responsibilities, such as school, family, work and managing stress, along with a lack of sleep, presents growing challenges and societal pressures to handle everything effectively. Additionally, Millennials who observe their parents and grandparents aging may be another reason they are taking proactive steps regarding their own longevity.
VR: What do manufacturers consider when developing these products?
Alkayali: First and foremost, they appear to be capitalizing on the increased interest in brain function. There is interest in how the brain normally declines with age, so that goal is thought of in the supplement formula. Then the search begins for ingredients which can drop into their delivery system to match as many goals as possible.
Dye: When developing cognition supplements, Life Extension places a strong emphasis on the scientific credibility of ingredients. Product formulators and wholesalers prefer ingredients that have been evaluated in randomized, double-blind, placebo-controlled trials. Prioritization of ingredients backed by robust clinical research ensures the efficacy of finished products. This scientific approach often requires a commitment to consumer education, which helps people understand the benefits of and mechanisms supporting the ingredients.
Ip: An ingredient’s bioavailability and its ability to cross the blood brain barrier. These factors are critical to how effective a product will be in terms of providing support for cognitive function. Theanine, for example, is an amino acid derivative which readily crosses the blood brain barrier that boosts mental clarity, relieves stress and promotes a restful night sleep. Most theanine is produced through fermentation but Layn produces theirs exclusively from green tea called Leafanine.
Schneider: Manufacturers choose ingredients backed by research and clinical trials. They also focus on the bioavailability of the ingredient and the best delivery method, such as liposomal or capsule, time-released, etc. They must provide an effective dose while staying within safety limits.
Paguio: When developing brain health and cognition supplements, manufacturers focus on clinically backed ingredients that support memory, focus and mental clarity—such as omega-3s, nootropics and herbal extracts like bacopa and ginkgo. They optimize dosages for efficacy and bioavailability, while ensuring safety and compliance with regulatory guidelines. Formulations are tailored to specific audiences, favoring clean labels and natural ingredients to align with consumer preferences. Delivery formats (capsules, gummies, drinks) and transparent sourcing also play key roles in product success.
Gillespie: When developing cognitive health supplements, manufacturers must first identify the target consumer segment, as motivations for using these products can vary widely across age groups and lifestyles. For example, older adults may prioritize memory and long-term brain health, while younger consumers often seek enhanced focus, mental clarity and mood support. Another key consideration is the delivery format—whether capsules, powders or gummies—as it significantly impacts the amount and type of active ingredients that can be effectively included in the final formulation. Finally, selecting ingredients backed by solid scientific research is critical—not only for substantiating health claims, but also for building consumer trust and ensuring product efficacy. A well-formulated supplement that delivers real, research-supported results is more likely to stand out in this increasingly competitive market.
VR: What studies are manufacturers interested in?
Alkayali: The majority of companies are interested in the proof on a specific ingredient, not their combined formulation. It appears they have not investigated either the cognitive/brain landscape or the reasons that consumers are interested in these supplements. If there is some research, it is all over the place for the most part. Most of these “studies” pick and choose various aspects of brain performance, and not the whole spectrum from simple abilities to complex thinking. Picking two or three areas to use in these efforts does not give justice to the larger brain picture that consumers are looking for. Memory abilities show up quite a bit, then followed by what the research group had as a measurement technique and equipment.
Ip: Studies that demonstrate an experiential improvement in cognitive function and quality of life. Studies such as these can act as an impetus for new innovations designed to resonate with consumers because they will provide greater ease in multitasking and memory retention.
Schneider: Studies on NAD+ and NAD+ precursors like NMN and NR are of keen interest. As we age, NAD+ levels decline, impacting brain health. Reduced NAD+ levels are linked to brain aging and neurodegenerative disorders. NAD+ replenishment improves brain mitochondrial function and reduces the accumulation of damaged mitochondria, mimicking some of the benefits of a healthy diet and exercise on the brain.
Paguio: Manufacturers are most interested in clinical studies that show cognitive benefits, neuroprotective benefits, mechanisms of action and long-term safety and tolerability. They’re interested in human trials with measurable outcomes and statistical significance, and they especially value peer-reviewed, placebo-controlled and double-blind studies.
Gillespie: Manufacturers are particularly interested in cognitive health ingredients that have been studied and shown to produce measurable benefits in healthy adults. Research demonstrating improvements in focus, memory, mental clarity or mood is especially valuable. There’s a strong demand within the industry for more published human clinical trials—especially those that clearly highlight shifts in cognitive performance markers or provide insight into mechanisms of action. These studies not only support product development and formulation but also help build scientific credibility and consumer trust in the category.
Søfting: Regarding omega-3s, they are the world’s most clinically studied supplements and have been shown to positively impact learning and behavior, mood, brain development and memory. Due to the well-known nature of omega-3s among consumers, there are significant opportunities, but this can also present challenges, as not all omega-3 concentrates are equal. As demonstrated by clinical data, it is crucial for companies to provide high-quality raw materials and for brands to offer the proper dosing for effective results.
VR: How are manufacturers supporting retail sales of brain health and cognition supplements?
Alkayali: I think in most cases there is a note that an ingredient has been shown somewhere in a study to support brain results. It is a battle of more is better, so if you have five ingredients, the product must be better than a product with only three. As noted, any supporting research is about the specific ingredient, few have tested their complete package.
Dye: Manufacturers are listening to the concerns of people, particularly as they grow older, regarding brain health and cognition. Books and articles by brain health experts discuss nutritional findings that people want to avail themselves of. Anticipating these needs allows manufacturers to formulate and supply the products retail customers read about and request.
Ip: Manufacturers are enhancing retail sales by focusing on science-backed ingredients and innovative product formats. They’re incorporating well-researched components like L-theanine, known for its cognitive benefits. At the same time, there’s a growing trend toward diverse delivery methods—such as gummies, powders, and ready-to-drink beverages—to boost consumer appeal and convenience. This combination of validated ingredients and user-friendly formats is helping drive consumer interest and retail growth.
Paguio: Manufacturers support retail sales of brain health supplements through in-store education, staff training, eye-catching displays and promotions. They provide science-backed marketing materials, offer samples or demos and leverage clean-label claims and digital tie-ins to build consumer trust and drive purchases.
Gillespie: To bolster retail sales of brain health and cognition supplements, manufacturers are implementing several strategic initiatives. Many companies are providing free trial size sample packs of their supplements. These are often available at checkout counters, encouraging consumers to try new products with minimal commitment. Manufacturers are also collaborating with retailers to place cognitive supplements in various sections of stores beyond the traditional supplement aisles. By positioning these products alongside performance nutrition items, pressed juices, or in the coffee and tea sections, they tap into the shopping habits of health-conscious consumers, increasing product visibility and impulse purchases. These approaches aim to enhance consumer engagement, broaden product exposure, and ultimately drive sales in the competitive brain health supplement market.VR
