As customers grow to be extra educated about dietary dietary supplements, searches for particular elements like creatine, NAD and choline have gotten extra distinguished, suggesting that customers are conscious of the aim and advantages of those elements.
Forward of the inaugural Nutraingredients Nutra Healthspan Summit this fall, Emily Safian-Demers, director of Insights at Entrance Row, shares the analysis and technique agency’s key findings, analysis methodology and implications for the rising mind well being shopper market on this Q&A.
Nutraingredients: Are you able to clarify your analysis methodology?
Emily Safian-Demers: We use a mixture of quantitative and qualitative evaluation. We ingest large datasets of search quantity and income estimates by means of our proprietary expertise, Catapult, and have a look at these two indicators to trace how curiosity and demand are trending inside a class. This tells us what is going on on Amazon: What phrases are experiencing speedy development in search? Which classes are seeing rising demand? Do these two issues match up, or is curiosity not changing to gross sales? We then pair that knowledge with desk and shopper analysis to establish and map the cultural developments and zeitgeist shifts which might be informing that on-channel exercise. Taken collectively, we are able to decode not simply what is going on on Amazon, however why.
NI: How is mind well being exhibiting up on high-growth platforms like Amazon?
ESD: For a platform like Amazon, many of the latest curiosity in mind well being is being captured within the Vitamin, Mineral and Complement (VMS) class. We’re seeing sturdy and speedy development in curiosity for dietary supplements and elements that help cognition, in addition to for the practical advantages that customers hope to obtain from these merchandise. Well-liked searches embrace phrases like “reminiscence,” focus,” “consideration” and “mind fog.”
NI: What findings stand out to you probably the most? Any surprises or sudden findings?
ESD: What stands out to me most is the methods wherein persons are looking for mind well being help on Amazon. Whereas we’re seeing excessive quantity of profit searches—that’s to say, what individuals hope to realize by utilizing these merchandise—we’re additionally seeing an increase in elements. Search quantity for elements like creatine, NAD+ and choline have all elevated in 2025. This tells us that customers have gotten extra educated about their dietary supplements and are bringing that training with them onto platforms like Amazon—they know the aim and advantages of particular elements and are looking for these elements by title.
NI: Are there mind well being developments that you simply’re seeing amongst sure age teams and/or genders?
ESD: Sure! Creatine, for instance, is an ingredient that’s more and more being touted as a brain-health-boosting ingredient and is seeing rising search quantity on Amazon. However, notably, “creatine for women” is what’s driving that quantity. This aligns with rising curiosity round ladies’s well being at massive and higher understanding of the hyperlink between reminiscence, mind fog, and perimenopause and menopause.
NI: How will you inform persons are looking for creatine for cognition vs muscle well being?
ESD: We are able to’t know for sure what persons are considering after they’re looking out on Amazon, nor can we are saying how they use the product as soon as it’s delivered. However we do have some clues: critiques can provide extra element into how customers are utilizing the merchandise they purchase on Amazon within the type of critiques, and our qualitative analysis into conversations and cultural shifts which might be gaining traction off Amazon supply much more perception.
NI: Are customers extra educated than say 5 years in the past? In that case, what do you attribute this to?
ESD: Completely. I discussed earlier that Amazon customers are looking out in excessive quantity by ingredient, and that is one thing that’s occurring throughout classes; we’re seeing it in skincare and haircare as properly. I attribute this to the rising mass of data that customers have entry to and are confronted with every single day. Immediately, you’ll be able to open Instagram or TikTok and see a dermatologist discussing the scientific particulars of a skincare product after which scroll previous a nutritionist breaking down the very important vitamins the physique must thrive, and so forth. Info that individuals may sometimes solely obtain in a health care provider’s workplace—and even then, it will not be defined—they will now get on their couches. Whereas there are very legitimate considerations in regards to the accuracy of a few of that info circulating throughout screens, there is no such thing as a doubt that customers’ entry to info has been democratized, arming them with extra information than they’d 5 to 10 years in the past.
NI: What does the recognition of merchandise like Neuro Gum, Mints and Drops inform you in regards to the shopper?
ESD: It tells me that customers are concerned about novel types of dietary supplements—ones that don’t require them to hold round a bottle of capsules, for instance, or await a meal. As a substitute, they’re in search of seamless varieties for a lift of vitality or focus, for instance, that they will simply get whereas on the go. These new varieties permit for a extra seamless integration into day by day habits and replicate a shift in how customers take into consideration their complement consumption. Customers are integrating wellness into each step of their day by day lives and are in search of complement codecs that facilitate that.
