Speaking ahead of his presentation at NutraIngredients’ Mind Health Modulation Webinar (to broadcast Dec. 11), Nick Stene, senior global insight manager at Euromonitor Intl, revealed nearly 25% of all global dietary supplements carry a cognitive, mental, memory or sleep support claim.
Drilling down into the specific ingredients of interest, Stene said omega-3 and magnesium do a lot of the heavy lifting for mind focused supplements, but the data reveals a huge growth in the number of products containing mushrooms, NAD+ and Resveratrol.
Making space for men’s health
He noted that women’s health is a huge trend within the supplements space, with a lot of crossover with the mind health market, especially when looking at products targeting menopause.
While overlapping interest in mind health and menopause has created sizeable market growth, Stene predicted 2026 could be the year men’s mental health comes into focus.
He pointed out that it has become more culturally acceptable for men to speak about their mental health and openly seek support.
“Men’s health will rise, not because there’s a new need but because there’s a newly recognized need,” he told NI. “Men have always been more closed about things that are wrong and that’s something I can see changing culturally and it’s becoming more acceptable for men to share.
“There’s always been a penalty for men within western culture, for sharing weakness and vulnerability and that is what I suspect is changing – a degree of safe space emerging where you don’t get crucified for being open about this sort of thing.”
He noted this may bring more focus onto the life phase known as andropause–the period when, similar to hormonal shifts during menopause, men experience a gradual decline in testosterone levels.
“Declining testosterone has a huge impact on many aspects of health. Suddenly your fitness is affected, you have to think about your caloric intake, your protein intake etc., and mental health can be impacted too.”
Want to learn more?
Stene will provide an in-depth presentation revealing NPD trends, ingredients of interest and white spaces for innovation in NutraIngredients’ upcoming Mind Health Modulation webinar.
The episode will be joined by Suria Darley, head of product development at Holland & Barrett, and Rachael Hall, director of health & beauty at Love Mushrooms.
Experts will delve into the latest product innovations, and scientific support for a range of brain-benefiting bioactives with botanicals, biotics and medicinal mushrooms all going under the spotlight.
To register for access to the broadcast, click here.
