Cognitive health is a hot topic for consumers living in economies that are constantly growing more knowledge-based and pressure-filled. As a result, nootropics, or drugs designed to help consumers boost their mental abilities, are gradually making their way from a cadre of Silicon Valley-influenced “biohackers” into the general population, with potential implications across the food, beverage, and supplements spaces.
This report comes in PPT.
Brain health is an increasinglysignificant wellness focus for consumers. Particularly important is the growingimportance of food and beverages, which have so far played a secondary rolebehind drugs and supplements, as the category moves towards more mainstreamstatus.
Cognitive health is a highly fragmentedcategory, with consumers looking for very different functional benefits. Videogame players, students, and the elderly, for example, all have strong interestsin products that boost their cognitive health but what precisely that lookslike will be different for each of them.
Some subcategories are better suited tospeak to cognitive health than others. Caffeinated drinks will be the majorfocus area for beverages, given that caffeine is already a nootropic drug withwidespread acceptance. For packaged food, gums and bars will be important forshort-term boosts but attention should also be paid to food with more long-termpotential to support brain health as well.
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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