We are living through times of huge stress. As Innova Market Insights noted in 2020, “Recent events have had a significant effect on mental wellbeing, with many people facing increased rates of anxiety off the back of the COVID-19 pandemic.” Since then, of course, new sources of uncertainty have emerged—inflation, economic volatility and a seemingly unstable geopolitical situation.

This has changed the landscape for the food, beverage and supplements industries which, according to Innova, are increasingly “playing a part in tackling mental unease, with mood-boosting products ranging from those formulated and promoted to aid a general ‘feel good’ factor to those targeting more specific mood worries, such as anxiety, stress and poor sleep.”

Meanwhile, two thirds of global consumers are now interested in cognitive health products (up 13 percent from three years ago) with some analysts predicting that the nootropic market will grow at a CAGR of 13 percent to 2026.

And if we drill down into the particular issues affecting consumers in particular generations, it’s even clearer why the need for solutions for cognitive health, stress and sleep is growing.

Generations Y and Z: Pushing themselves to the limit?

Millennials and Zoomers in particular are exhibiting holistic approaches to wellness and pursuing a range of strategies to improve their sleep, stress levels and mental and emotional well-being.

Faced with a competitive jobs market, they’re pushing themselves hard—both in their careers in their studies. And as well as working or studying for long periods, they often have responsibilities around care for others. A combination of these pressures can hugely affect stress levels and sleep quality, as well as putting a premium on cognitive performance.

In light of these challenges, coupled with experiences of the pandemic, we probably shouldn’t be surprised that around half of Millennials and Zoomers say they feel stressed most of the time. And with 50 percent of Generation Z consumers planning to take steps to age healthily from an early age—the age of 20, many are turning to supplements and functional foods to improve their well-being.

Seniors: Staying Sharper for Longer

Meanwhile, we all know someone in their 70s or 80s whose mind is as sharp as ever. Maybe they’re still in paid employment (the number of people aged 75 or older in the labor force is expected to double by 2030 ), or perhaps volunteering for a cause that’s important to them.

With more people in these roles for longer, the drive is to stay healthy and productive. That doesn’t just apply to their mental sharpness but also to stress management, which has been associated with increased senior health and well-being. Like younger consumers, seniors are taking proactive approaches to their well-being, with cognitive health a priority. Reflecting this, the market for supplements with cognitive health benefits has seen rapid growth. In 2020, they accounted for one in four supplement launches in Australia and New Zealand, and one in six in Europe.

Ashwagandha: Time-honored, Scientifically Proven, Familiar

With people at both ends of the generational spectrum actively looking for products that can support their emotional and cognitive well-being, the market is increasingly crowded. The best strategy for consumers (and one they’re increasingly adopting) is to choose products based on ingredients with scientifically substantiated benefits. Over half (51 percent) of Millennials and 45 percent of seniors say they do their own research into products and their ingredients.

One ingredient that definitely passes the test is ashwagandha. Used in ayurveda for thousands of years to enhance focus and help reduce everyday stress, it’s one of the best-studied adaptogens, and has been shown to positively influence stress responses. Furthermore, six in 10 consumers—across all age groups—have heard of it, making it one of the best-known ingredients for cognitive support.

Kerry’s Sensoril Ashwagandha is a powerful adaptogen derived from a unique blend of both the leaves and roots of ashwagandha for maximum efficacy. Studied in human clinical trials, it can help improve cognitive health, mood, and the quality of sleep, among other benefits. Sensoril is extracted using a specialized, water-based process, making it suitable for formulation in supplements, foods and beverages, like tablets, capsules, stick packs, gummies and sports nutrition blends with benefits for stress reduction and sleep support.

In an uncertain world, consumers’ needs are evolving rapidly. Population aging has shifted priorities; areas like sleep improvement and stress reduction are high on the agenda, and consumers are increasingly aware of the complex links between various health states. It’s not easy to imagine a future in which people’s lives are less stressful, but with scientifically proven ingredients like ashwagandha, nutrition brands can offer everyday products that support stress management and sleep—key benefits that promote cognitive health. NIE

John Quilter has more than two decades’ experience in the agribusiness, food, beverage, nutrition and education sectors. In his current role, he manages the Kerry Proactive Health business unit which is responsible for Kerry’s ProActive Health portfolio.