This sector is rising quicker than many different markets with a compound annual progress fee (CAGR) of 4% and nations just like the UK and France exhibiting steadily rising demand.
Whereas Germany and Italy at the moment lead spending on reminiscence and temper dietary supplements (accounting for 26% and 18% of Western Europe, respectively), these figures are starting to plateau.
In distinction, the UK and France—which signify 14% and 13% of the market—are increasing at twice the speed of different Western European nations. Different fast-growing markets embody Finland, Greece, Spain and Sweden.
There’s additionally an attention-grabbing evolution occurring within the sector, in accordance with Nick Stene, Euromonitor’s senior international perception supervisor for shopper well being, who mentioned temper and rest are rapidly changing into simply as wanted as cognition and reminiscence.

“Underlying this market progress is a big shift in emphasis,” he mentioned. “Ten years in the past, the break up was 60/40 for reminiscence and cognitive spend to temper and nervousness spend, however in the present day that break up is nearer to 50/50, with spend on thoughts well being comparable to temper, rest and lowered nervousness rising rapidly.”
Euromonitor forecasts the thoughts well being complement market to proceed to develop at a quick fee as a consequence of hype round new elements, notably these focusing on mobile well being.
“The expectation from the sector is that the cognitive side will seemingly speed up as a consequence of latest mobile well being messaging from rising elements like NAD+ and resveratrol that we see resonating with customers and driving quick progress in 2025,” Stene mentioned.
What’s trending within the thoughts well being market?
Earlier this yr, Innova Market Insights printed a report assessing international shopper traits in complement and beverage elements for psychological efficiency. The report discovered that, general, progress on this market is extraordinarily sturdy, with practically one in 5 product launches carrying a psychological efficiency declare.
B nutritional vitamins had been cited because the main complement for mind well being, adopted by different nutritional vitamins, minerals and omega-3s. These elements are extremely trusted by customers and are regularly included into meals, drinks and dietary supplements aimed toward enhancing psychological efficiency.
An rising variety of customers are additionally in search of cognitive advantages from probiotics, botanicals and practical mushrooms, with lion’s mane and ashwagandha among the many hottest.
Knowledge additionally reveals a shift in shopper choice away from conventional codecs like powders and capsules in the direction of carbonated gentle drinks and practical scorching drinks, that are rapidly gaining traction. This development is basically pushed by youthful customers, who’re the more than likely to buy merchandise for mind well being. Nevertheless, the report highlights that older customers signify an untapped market with important potential.
Reflecting this development, Scotland-based model Love Mushrooms has noticed a big surge in curiosity amongst middle-aged and older girls, seemingly pushed by menopause-related signs comparable to mind fog, reminiscence issues, poor focus and nervousness.
“Curiosity spans all ages, however we’re seeing a surge amongst girls aged 35 and over, notably these navigating perimenopause and menopause,” mentioned Rachael Corridor, director of well being and sweetness at Love Mushrooms. “There’s additionally rising curiosity amongst youthful adults in search of pure options to prescribed drugs.”
However what are customers in search of with regards to mushroom dietary supplements? And which species are customers reaching for essentially the most?
Mushrooms: A ‘multi-pathway strategy’
Purposeful mushrooms provide a multi-pathway strategy to thoughts well being, in accordance with Corridor, who mentioned lion’s mane, reishi and cordyceps are trending inside the class.
“Many practical mushrooms act as adaptogens, supporting the physique’s capability to deal with psychological and emotional stressors,” she mentioned. “Analysis means that species like lion’s mane stimulate nerve progress issue, supporting normal cognition, neuroplasticity and reminiscence, whereas reishi and cordyceps are identified to modulate stress response by way of the HPA axis, serving to steadiness cortisol and selling calm focus.”
Corridor highlighted that lion’s mane has entered the mainstream, propelled by rising scientific analysis and media publicity, with main UK supermarkets comparable to Sainsbury’s and Tesco’s now stocking this ingredient.

Inside the energetic diet sector, cordyceps has grown in reputation as a consequence of its reported capability to extend psychological stamina and power, advantages particularly valued by customers who keep away from caffeine. This seems to correlate with the highest three issues customers goal to deal with—focus, reminiscence and stress aid—that are notably essential to people navigating neurodiversity and hormonal shifts, Corridor mentioned.
“We additionally see rising curiosity in emotional regulation, sleep high quality and psychological readability/mind fog, particularly amongst these dwelling excessive stress existence,” she added.
Different traits within the class embody complement stacking—combining mushrooms with different mushrooms or botanical elements—together with personalization and education-first branding.
“Total, shopper consciousness is deepening as extra manufacturers stand up and large retailers begin to inventory merchandise,” Corridor mentioned. “Individuals are asking smarter questions and in search of transparency round efficacy, extraction and bioavailability.”
Botanicals for stress and fatigue
Botanicals have lengthy been a cornerstone of the thoughts well being dietary supplements market, with plant extracts comparable to ashwagandha, ginseng, ginkgo biloba and bacopa extensively studied for his or her potential mind advantages.
With stress and poor sleep more and more acknowledged for his or her detrimental results on thoughts and temper, Laura López, head of product analysis, improvement and innovation at Spanish botanical extract provider Nektium, predicts a surge in demand for botanicals focusing on these shopper issues.
“Over the following 5 years, the botanicals marketplace for cognition and thoughts well being is more likely to evolve quickly,” she mentioned. “It’ll be pushed by rising shopper demand for pure options with evidence-based advantages comparable to psychological power, focus, temper help, stress resilience and long-term mind well being. Sleep will proceed to be an space of nice significance too.
“There can even be rising emphasis on medical proof, high quality, provenance and sustainability. Progress in multi-benefit formulations and practical codecs comparable to drinks and snacks will additional broaden the class’s attain.”
López additionally famous a rising aversion to caffeine, with customers now more and more turning to adaptogens as a pure resolution for stress and fatigue. Regardless of its capability to enhance temper and efficiency even at comparatively low doses, issues about uncomfortable side effects comparable to nervousness and sleep disturbance are prompting customers to go looking out extra pure power boosters.
Whereas ashwagandha stays standard as a promoter of calm alertness and stress resilience, López identified that its 2023 ban in Denmark has led to rising curiosity in different elements.
“Rhodiola rosea has actually benefited from this,” she mentioned. “It has an extended historical past of conventional use for its capability to help the thoughts and physique in adapting to emphasize, serving to to cut back fatigue and improve endurance. Due to that, many customers are utilizing it to revive steadiness, preserve well-being and deal with the challenges of contemporary life.”
She additionally famous rising shopper concern surrounding inconsistent bioactive standardization, poor high quality extracts and the chance of adulteration. That is driving demand for higher high quality plant merchandise that are backed up by high-quality scientific analysis.
“Plant supplies will be tainted or changed with lookalikes, resulting in inferior merchandise being handed off as high-quality extracts,” she mentioned. “The push for transparency, traceability and powerful medical proof to again up advantages gives a bonus for sustainably sourced and identity-guaranteed merchandise.”

Nutritional vitamins, minerals and omega-3s for cognitive perform
Though the mushroom and botanical markets are rising rapidly, nutritional vitamins, minerals and omega-3s nonetheless prepared the ground as the preferred dietary supplements for thoughts well being.
B nutritional vitamins are maybe essentially the most widely known for his or her cognitive advantages, with folate, vitamin B12 and B6 all extensively studied for his or her constructive results on mind perform.
Zinc, iron, iodine and magnesium even have EFSA-approved well being claims associated to cognitive perform, substantiating their mind well being advantages, as does DHA (docosahexaenoic acid), a marine omega-3 present in fish.
Omega-3 fatty acids have lengthy been touted as an integral nutrient for mind well being, with medical knowledge exhibiting that it helps cognitive perform by sustaining cell construction, enhancing neurotransmitter launch and lowering irritation.
As essentially the most considerable polyunsaturated fatty acid within the mind, DHA is essentially the most studied type of omega-3, in accordance with Dr. Derek Tobin, enterprise improvement and medical science supervisor at Epax, a Norwegian provider of marine elements.
“DHA is essential within the construction and performance of the mind,” he mentioned. “At a mobile degree, DHA helps the nerves to effectively talk. It’s also a precursor to essential signaling molecules comparable to endocannabinoids and as a stimulator of the neuroprotectant, BDNF.”
Eicosapentaenoic acid (EPA) is one other sort of omega-3 fatty acid discovered primarily in fish and in small quantities within the human mind.
“Whereas DHA makes up 90% of omega-3 within the mind, EPA is sort of indetectable,” Tobin mentioned. “Regardless of this, there’s widespread proof that EPA is essential in wellness, temper and despair. A number of pointers suggest one to 2 grams of EPA day by day utilizing a excessive EPA:DHA ratio oil for the dietary administration of despair.”
Algae and krill oil are additionally important supply of useful fatty acids and are gaining traction as a consequence of shopper sustainability issues.
“There’s positively rising recognition of algae oil as a sustainable and efficient supply of omega-3 for thoughts well being,” mentioned Christel Lemaire, advertising and marketing supervisor at French microalgae ingredient provider Microphyt. “Shoppers in the present day are more and more conscious that mind well being issues at each stage of life, from tutorial efficiency to wholesome getting old. Sustainability and purity are additionally sturdy drivers of curiosity.”
She added that inside a broader and increasing algae-based elements market, the microalgae phase is progressing extra progressively. This slower progress is especially as a consequence of restricted shopper consciousness and regulatory constraints, as solely eight species of microalgae are at the moment authorized for human consumption worldwide.
Different omegas are additionally starting to realize traction, in accordance with Tobin, with early analysis suggesting that omega-9 and omega-11 may additionally help mind well being.
“Almost about different omegas, there are a number of research exhibiting olive oil, with omega-9, as a part of the Mediterranean eating regimen promotes cognitive perform and slows cognitive decline within the aged,” he mentioned. “The results of marine derived omega-9 (gondoic acid), in addition to omega-11 (cetoleic acid) on mind well being are at early levels of analysis with present analysis ongoing on the consequences of cetoleic acid on [cognitive decline].”
Mobile well being: An rising class for mind well being
Euromonitor can also be paying shut consideration to the rising mobile well being class, with NAD+ variants among the many fastest-growing elements out there, in accordance with Stene.
Whereas mobile well being dietary supplements sometimes make claims associated to longevity and healthspan, he famous that these elements may profit mind well being, with preclinical fashions suggesting enhancements to cognitive perform and lowered neuroinflammation.
“NAD+ variants are essentially the most disruptive [supplement category] thus far,” Stene mentioned. “Well being claims linked to this ingredient on dietary supplements embody supporting power manufacturing, DNA restore and wholesome getting old, with potential advantages implied for metabolism, mind and coronary heart well being.”
Euromonitor reported that round 6% of dietary supplements launched since July 2024 carried some type of NAD+ messaging, equating to round one in 10 longevity dietary supplements. Stene described this as an ‘escaping area of interest’ which is rising far quicker than many trade groups anticipated.
The information suggests the polyphenol resveratrol can also be gaining in reputation, though it’s at the moment solely featured in 2% of latest SKUs launched since July 2024. That is an intriguing discovering given the ingredient’s considerably controversial previous linking it to overhyped claims and combined medical proof.
Resveratrol rose to prominence within the early 2000s after analysis by David Sinclair—a professor of genetics at Harvard Medical Faculty—confirmed that resveratrol could activate SIRT-1, a protein that performs a vital position in mobile processes and has been linked to lifespan extension.
Nevertheless, when researchers tried to duplicate this in vitro discovering in mice, no lifespan extension was noticed. In people, resveratrol has additionally didn’t show any lifespan advantages.
Regardless of resveratrol’s paradoxical previous, Stene famous that scientists are actually exploring its potential to guard in opposition to cognitive decline, contributing to its resurgence.
“This antioxidant ingredient is linked to a number of the hopes surrounding this sector for locating methods to guard in opposition to neurodegenerative illness,” Stene mentioned. “Human proof of advantages is restricted and combined and at an earlier stage of testing, however that is opening up messaging round cell senescence, sirtuin stimulation, reminiscence and cognitive perform.”