Cognitive Support for Every Day

by Joy Choquette | May 1, 2026

Practical tips for the natural products industry.

Americans are concerned about their cognitive health, and for good reason. Cognitive decline is expected to continue to rise in the U.S. in the coming years. Data from the Alzheimer’s Association noted that there were about 7.2 million adults in the country living with the disease in 2025. Women, Black and Hispanic people are more likely to suffer from Alzheimer’s disease. Other cognitive issues, like dementia, are also on the rise.

Cognitive health isn’t just about preventing diseases, though. Even people in younger generations want to get rid of “brain fog” and have better recall, or just feel sharper mentally. But besides eating healthfully, exercising regularly, and playing “brain games,” what else could an individual do to improve cognitive health? Enter natural health supplements.

What ingredients are most exciting in the cognitive health space now, and what trends are manufacturers noticing? Is there particular research that experts are intrigued by in the cognitive wellness space? And what tips and ideas should natural health manufacturers be aware of now?

Drumroll, Please. . . the Most Exciting Ingredients in This Market Now Are:

President and General Manager of CHEMI Nutra, a Texas-based manufacturer, Mike Petteruti, stated that the company has noticed some interesting ingredients in the cognitive health space now. “We’re seeing the most momentum around ingredients that go beyond single-function cognition and instead support how people actually experience mental performance day to day,” he noted. Choline-based compounds like Alpha-GPC stand out, explained Petteruti, because they are tied to support of acetylcholine, a key neurotransmitter tied to memory, focus and neuromuscular communication. “What makes this category particularly exciting is its ability to bridge cognition, mood, and even physical performance,” he said.

“At the same time, phospholipids like phosphatidylserine are gaining renewed attention for their role in stress response and cognitive resilience,” Petteruti noted. “What’s especially compelling about both of these compounds is that they are orthomolecular, naturally present in the body and essential to its function, yet often require supplementation to maintain optimal levels. That combination of familiarity and necessity makes them particularly powerful tools in supporting cognitive health.” More broadly, noted Petteruti, newer positioning around phosphatidic acid is expanding the conversation into how physical transformation impacts mental state. “The shift is toward systems, not silos—ingredients that support how the brain and body stay connected under real-world conditions,” he explained.

Brian Zapp, director of marketing for Texas-based Applied Food Sciences stated, “The most exciting cognitive ingredients right now are the ones that are no longer being sold as a cold performance metric, but rather ingredients that support a better state of being. They go beyond focus or memory and help people feel sharper, steadier and more like themselves,” he explained.

Keely Johnson, vice president of sales and marketing at Arjuna Natural, a Texas-based manufacturer, said that the company has noticed that botanical staples like ashwagandha and turmeric are seeing renewed consumer interest. This time around, though, said Johnson, consumers aren’t reaching for these ingredients only for potential mood and joint help, but also because they may provide cognitive support. She explained that studies show chronic stress can lead to forgetfulness and difficulty concentrating.1 Reducing brain fog is one of the benefits that may result from choosing a product containing ashwagandha, said Johnson. “Another exciting compound that we are actively studying is Sominone. This is a unique bioactive found in the roots of Withania somnifera,” she said. “A recent study on a branded form of Sominone (Somin-On) showed that this ingredient can improve attention, processing speed and general and working memory, all key pillars of brain health.2

Ståle Søfting, chief commercial officer at the Norway-based manufacturer, GC Rieber VivoMega, stated that the cognitive health sector continues to expand as more individuals seek natural methods to enhance focus and promote relaxation while supporting overall cognitive function. “For instance, plant-based and vegan ingredients are receiving heightened attention due to increased research and product development,” he explained. “Algal oils, such as VivoMega Algal oils, provide consumers with vegan-certified, non-GMO (genetically modified organism), sustainable options that boast market-leading levels of DHA (docosahexaenoic acid) and EPA (eicosapentaenoic acid),” he said. “Another emerging trend is combining ingredients to create synergistic products, such as pairing omega-3s with vitamin K2 or black seed oil. These synergistic combinations enable a more personalized and targeted approach to health for consumers,” said Søfting.

Trends In the Cognitive Health Market

One trend that Petteruti said the company has noted is around the move away from “peak performance” and instead a focus the company is calling “Emotional Anchoring.” This is the idea that consumers aren’t always trying to be sharper or faster, but instead trying to feel like themselves again, especially during periods of change, he explained. “Our research shows that 83 percent of consumers want supplements that help them reconnect to themselves, not just optimize output.” Another trend he noted is a strong move toward lifecycle-based wellness. “Cognitive health is no longer just about aging; it now spans active lifestyles, postpartum, GLP-1 use and recovery,” Petteruti noted. “As a result, brands are looking for ingredients that can flex across multiple use cases while maintaining scientific credibility and emotional relevance.”

Dr. Nancy Steely is vice president of global research and development at Natural Alternatives International, Inc., a manufacturer based in California. This is the parent company of TriBsyn, its branded version of beta-alanine. Regarding current trends, “Overall, we’re seeing a proactive approach to cognitive health, with ongoing trends toward products that support focus and concentration, to give a competitive ‘edge,’ as well as ingredients for a more balancing effect on cognitive health by reducing stress,” Steely said. Rather than waiting for a problem to occur, she pointed out, many individuals are actively seeking supplementation to prevent issues down the line. “Formulations are stacking ingredients to provide cognitive support from multiple pathways; stress reduction for enhanced focus, as well as targeted concentration supporting ingredients, and mental energy support, for example,” explained Steely. “Claims around enhanced bioavailability are also drawing consumer attention.” In addition, she said convenience is key. On-the-go products like powders in stickpacks, or ready-to-drink options are trending now, particularly among younger generations.

At Applied Food Sciences, Zapp explained that the biggest trend the company has noticed recently is that cognitive health is becoming less about function alone and more about how a product makes you feel. “Consumers still want focus, clarity and mental sharpness, but they want those benefits delivered in a way that feels calm, balanced and emotionally rewarding,” he said. That shift is showing up clearly in the data, he noted, who pointed to Brightfield Group’s social listening and consumer insights. The report indicates that 75 percent of Americans agree that foods and ingredients can affect mood, among other findings.

“In practical terms, the market is moving away from ‘contains caffeine’ or ‘supports focus’ and toward a more human promise like steady energy, calm clarity or feeling more in control of your day,” said Zapp. “Consumers still want performance, but they want the emotional payoff to come first.”

Maneesha Shastri, scientific affairs and marketing associate manager at the Texas-based manufacturer, explained that one of the key trends now in the probiotics market is a shift toward precision antibiotics, where the emphasis is placed on strain specificity, mechanism of action, and clinical validation rather than simply increasing CFU counts. “There is growing recognition that higher CFU levels of generic or poorly characterized strains do not necessarily translate to better outcomes, whereas well-studied strains at defined doses can deliver more consistent and meaningful benefits,” said Shastri. “This shift is particularly evident in the cognitive health space, where psychobiotic strains are being selected for their ability to interact with the gut–brain axis through pathways such as neurotransmitter modulation and stress response signaling,” Shastri noted. “As a result, the market is moving toward more targeted, evidence-based formulations that prioritize quality, functionality and reproducibility over sheer quantity, aligning more closely with both scientific rigor and evolving consumer expectations.”

“Robust substantiation continues to be a cornerstone of successful cognitive health products. Historically, cognitive health products have been subject to greater regulatory scrutiny in comparison to other health benefit categories,” said Christopher Bailey, PhD, director of technical business development at the manufacturer Vidya USA in Florida.

At Sabinsa, a manufacturer based in New Jersey, Shaheen Majeed is the global CEO and managing director. He explained that the company has noticed a few trends converging in a meaningful way in the cognitive health market. “First, there is a clear consumer shift toward natural, plant-derived nootropics. Adaptogens like ashwagandha, functional mushrooms such as Lion’s Mane and reishi, and ayurvedic botanicals are moving from specialty health stores into mainstream retail,” he noted. “Second, bioavailability enhancement is becoming a serious differentiator. Ingredients with excellent preclinical and clinical data may underperform if they are not absorbed efficiently, which is why pairing compounds with proven bioenhancers continues to gain traction.”

“We are also seeing growing demand for demographic-specific formulations: products targeting aging boomers with memory concerns, high-achieving professionals seeking focus and clarity, and even younger consumers such as students and gamers,” Majeed said. “Personalized nutrition is also rising, with supplement formulations increasingly informed by genetic and lifestyle data.” He noted that health care practitioners, too, are becoming more selective about the types of products they use and recommend. Products utilizing brain-health ingredients are expected to have direct scientific validation in the intended population, he said, and this is raising the overall bar for quality for this category.

Most Interesting and Promising Research In This Category

Studies that are outlining the link between crossover benefits of cognition, mood and physical performance are of great interest to CHEMI Nutra now, said Petteruti. “For example, clinical research on Alpha-GPC has demonstrated improvements not only in memory and attention, but also in reaction time and power output, highlighting the connection between brain signaling and physical response,” he shared. “Additionally, studies on phosphatidylserine continue to show its ability to regulate cortisol and support cognitive performance under stress, which is increasingly relevant in today’s environment.

“Both of these compounds also play a more foundational role—they are essential to cellular communication and structural integrity, with implications that extend into healthy aging and overall lifespan,” continued Petteruti. “The most promising direction, however, is research that looks at how these ingredients work together, supporting neurotransmission, hormonal balance and metabolic stability as part of a broader system rather than isolated endpoints.”

At Arjuna Natural, Johnson stated that a women’s health study on ashwagandha using cortisol-awakening response is the first-ever of its kind. “This soon-to-be-published study aims to highlight the benefits of balanced cortisol levels and how a unique, branded form of ashwagandha (Shoden and Shoden-R) can improve sleep, reduce brain fog, and support optimal cortisol levels,” said Johnson.

Shastri, at Kaneka Probiotics, noted that the most interesting studies the company sees now in cognitive health are the ones moving beyond subjective questionnaires alone and incorporating objective biomarkers and digital assessments. An example he shared is tracking changes in cortisol, inflammatory markers, neurotransmitter-related pathways, sleep quality and performance on validated cognitive tasks to better understand how an ingredient works. “That is especially relevant in the gut-brain axis space, where sleep, stress resilience and cognition are increasingly being viewed as interconnected rather than separate endpoints,” said Shastri.

“Kaneka Probiotics has published clinical data demonstrating reduced stress and support for certain cognitive measures in stressed adults, alongside changes in cortisol, inflammatory cytokines and serotonin-related pathways,” he explained. “More broadly, the field is heading toward studies that combine human clinical outcomes with biometrics and technology-enabled tools, which should help generate more precise and actionable evidence for next-generation cognitive health products.”

Steely noted that beta-alanine shows promise for individuals looking for new and scientifically substantiated ingredients to support cognitive health. “Often thought of as a sports-nutrition supplement, this ingredient has research history as well as recent studies that demonstrate it’s important in the cognitive-health support category,” she said. “A study conducted with older adults found that beta-alanine supplementation significantly improved cognitive function in participants who tested at or below normal levels.3 These results were experienced at both five and 10 weeks of daily supplementation at 2.4 grams,” explained Steeley. “These findings demonstrate the possibility of daily support for cognitive function, which can be seen in just over a month.”

Experts Weigh In: Best Tips & Ideas in Natural Cognitive Health Products Now

Steely noted that while there is a lot of interest in the cognitive health space now, there is also a lot of noise. “Consumers are invested in the category from multiple perspectives [for example] focus, increased concentration via stress reduction, cognitive speed, mental energy, etc., but are looking for ingredients with a proven history and research substantiation for benefit, as well as those that show greater bioavailability and cross-pathway effects,” she said. “To bring credibility, make sure your ingredients are clinically studied, and health claims are validated.”

Shastri explained that when it comes to selecting ingredients and formulating for cognitive health, the company’s approach is rooted in precision, reproducibility and translational relevance. “We prioritize strains that have demonstrated strong functional activity through extensive in vitro screening over multiple years, followed by rigorous stability testing to ensure performance can be maintained through real-world product formats and shelf life,” he said. “From there, we focus on advancing only those candidates supported by well-designed, placebo-controlled human clinical trials to validate their role in areas such as stress response, sleep quality and cognitive performance. Overall, the goal is to bridge mechanistic understanding with clinically relevant outcomes, ensuring that formulations are both scientifically grounded and commercially viable.”

Director of R&D, Probiotics, Subhendu Nayak, is also with Vidya USA. He stated that companies should set clear expectations for the consumer regarding the timeline for achieving benefits. “Is the product designed for acute use with immediately noticeable benefits, or is it intended to be taken daily, with benefits accumulating over time?” These are important questions to consider, said Nayak. “By establishing clear expectations through marketing and labeling, consumers will be more likely to commit to continued usage—especially for products that do not have a perceivable effect on day one.”

At CHEMI Nutra, Petteruti shared that the company approaches formulation with a systems mindset. “Instead of asking ‘what improves memory?’ we ask, ‘what helps someone function and feel better in their real life?’ That means looking at how cognition, mood, and physical state interact, especially during stress, transition or lifestyle change,” he explained. What does this look like from a practical standpoint? Petteruti noted that prioritizing ingredients that are clinically supported, bioavailable and versatile across formats is key.

“For example, highly absorbable choline sources that can effectively cross the blood-brain barrier and elevate acetylcholine levels are critical when designing for real impact,” he stated. “We also think carefully about how ingredients stack, ensuring they complement each other rather than compete.” Choosing accessible and convenient delivery systems is something the company also supports. This includes “functional beverages, gummies and foods that people can integrate seamlessly into their daily routines without sacrificing taste or experience,” he said.

Johnson stated that the cognitive health market has undergone massive changes since the mid-2010s. She noted that a decade ago, much of the conversation was around either preventing memory loss or neurohacking. Post-COVID, the category is growing at a rapid pace, said Johnson. “This is driven by multiple consumer need states colliding, such as improving focus, reducing stress, increasing attention, and improving sleep quality,” she said. “When introducing new ingredients or conducting new studies, we’re actively looking for ways to help new product development teams and R&D formulators close any gaps in their line of cognitive health formulas.”

Søfting stated that the market for cognitive health supplements continues to experience rapid expansion. “This growth can be attributed to several factors, including longevity and clinical research in the category, the adoption of dietary supplementation, the student looking for additional focus, and the aging demographic,” he said. Søfting noted that cognitive health is influenced by several things: genetic and environmental factors, age and lifestyle choices. “In recent years, cognitive and mental health has gained significant prominence among Americans,” he said. “Balancing school, home life, family responsibilities, work stress and lack of sleep creates rising challenges and societal pressures to manage everything effectively. Additionally, Millennials witnessing their parents and grandparents age may contribute to this segment of consumers taking proactive measures regarding their longevity.”

What Should Manufacturers of Cognitive Health Products Consider?

At Sabinsa, Majeed explained that the company’s guiding principle is to research, patent and then market, in that order. “Every ingredient we bring to the cognitive health space must be backed by robust preclinical data as a foundation, followed by properly designed human clinical trials that use the gold standard of double-blind, randomized, placebo-controlled methodology,” he said. “This rigor is what enables DSHEA (Dietary Supplement Health and Education Act of 1994)-compliant label claims that are both defensible to regulators and meaningful to consumers. On the formulation side, bioavailability is a variable that manufacturers cannot afford to ignore,” said Majeed. “Even a well-researched ingredient can fail to deliver on its promise if it is not absorbed.”

Søfting noted that with increased omega-3 consumption, many consumers are also seeking plant-based alternatives, such as microalgae. “GC Rieber VivoMega recently added another variation to its vegan EPA & DHA microalgae portfolio, 1045TG. This product provides its customers with a premium and cost-effective alternative,” he said. Another key piece is the sensory profiles of supplements, Søfting noted, “When a consumer has a negative experience, they are more likely to stop using. This is where extreme caution and care in processing are crucial to prevent oxidation.

“Finally, the sustainability aspect of omega-3 concentrates is another area that consumers are highly focused on. Consumers want to know that the products they are buying are sustainable and responsible.” Søfting stated that GC Rieber VivoMega understands this and utilizes complete transparency and sustainable sourcing practices for both its fish and vegan algae oil.

Petteruti explained the importance of recognizing that consumers don’t experience cognition in isolation. “A product that claims focus but ignores stress, mood or physical fatigue will often fall short in real-world use,” he noted. “The most successful products today are those that acknowledge the full context of the consumer’s life.” Also important, he said, is to balance scientific rigor with meaningful storytelling. “Consumers are increasingly informed, but they’re also looking for products that resonate with how they feel. Brands that can translate strong clinical backing into relatable benefits, like clarity, calm or continuity, are the ones that stand out,” he said.

At Applied Food Sciences, Zapp stated that the content of a product is key. “This is not a category where brands can afford to fake it by ‘pixie dusting’ some functional mushrooms in there for the label benefit,” said Zapp. “Consumers are getting more familiar with ingredients like lion’s mane and nootropic botanicals, so label recognition alone is not enough.” Instead, Zapp believes that manufacturers need to focus on ingredient quality, substantiation, dose integrity, and regulatory discipline to build repeat trust. “A cognitive product should not just sound smart on pack. It should deliver a tangible shift in how the consumer feels, whether that is calm focus, brighter mood, or more stable energy,” he said. “The products that win will be the ones that translate science into a real human payoff.”

Overall, Majeed stated that this is an exciting time in the world of cognitive health. “The cognitive health category sits at a genuinely exciting intersection of ancient botanical wisdom and modern neuroscience. Many of the ingredients generating the most consumer interest today, including bacopa, ashwagandha, gotu kola, and now Oroxylum indicum, have centuries of use in ayurvedic medicine,” he said. “What we are doing at Sabinsa is applying rigorous scientific methodology to validate, explain and optimize what traditional practitioners understood empirically. That bridge between tradition and evidence is, we believe, the most durable foundation for building consumer trust in this category.”

When thinking of cognitive health, individuals often think solely of preventing decline. However, with the myriad natural health products on the market, there is more opportunity for better focus, mental clarity and a mental edge than perhaps ever before, in addition to addressing concerns about cognitive health in the aging process. NIE

References:

1 Du, C., Sun, Y., Wang, J., Zhang, Q., & Zeng, Y. (2025). Synapses mediate the effects of different types of stress on working memory: A brain-inspired spiking neural network study. Frontiers in Cellular Neuroscience, 19, Article 1534839. https://doi.org/10.3389/fncel.2025.1534839.

2 Rai, H. P., & Mishra, D. N. (2025). Effect of ashwagandha (Withania somnifera) extract with Sominone (Somin-On™) to improve memory in adults with mild cognitive impairment: A randomized, double-blind, placebo-controlled study. Journal of Psychopharmacology (Oxford, England), 39(4), 350–363. https://doi.org/10.1177/02698811251324377.

3 Ostfeld, Ishay et al. Role of β-Alanine Supplementation on Cognitive Function, Mood, and Physical Function in Older Adults; Double-Blind Randomized Controlled Study. Nutrients vol. 15,4 923. 12 Feb. 2023, doi:10.3390/nu15040923.