The relationship between gut health and cognitive function represents one of the most fascinating frontiers in nutrition science. While consumers have long experienced the intuitive connection between emotional state and digestive health, emerging research is now revealing just how profound this connection really is.
According to intelligence firm Grand View Research, the global brain health supplements market is projected to see robust compound annual growth of 13.3% to 2030. This acceleration reflects rising consumer proactivity around cognitive health, from supporting mental clarity and focus to managing stress and anxiety. For formulators, this engaged and growing market presents clear opportunity to develop next-generation products that meet consumer needs through evidence-based, scientifically validated ingredients and formats.
What is the ‘gut-brain axis’?
The gut-brain axis, a bidirectional communication network between the central nervous system linked to the brain and spinal cord, and the enteric nervous system relating to the gastrointestinal tract, is enhancing our understanding of how supporting gut health could influence cognitive wellbeing. Through several key pathways, the brain and gut can send ‘signals’ to each other, which goes some way to explaining why emotions and the gut seem so intrinsically linked. For formulators in the health and nutrition category, this presents exciting potential to develop products that approach cognitive health through the lens of the gut microbiome.
What makes this area particularly compelling is the role of the gut microbiome in producing neurotransmitters, the chemical messengers that influence mood, cognition and behaviour. Research has shown that approximately 90% of the body’s serotonin, sometimes called the ‘happiness hormone’, originates in the gut. Additionally, beneficial gut bacteria produce gamma-aminobutyric acid (GABA), a neurotransmitter associated with stress reduction and improved sleep quality.
What does the market for cognitive health products look like?
The cognitive health market is notably diverse in its applications. In healthy ageing, supporting cognitive function and memory retention is a key priority as consumers seek to maintain mental acuity throughout later life.
Meanwhile, the rapidly expanding eSports segment demands products that support reaction times, focus and sustained concentration. For the broader consumer base, everyday cognitive support for work, study and general wellbeing represents a substantial market opportunity.
Where can prebiotics support cognitive health?
Prebiotic offer a fantastic method of approach for cognitive health product formulation. These non-digestible fibres selectively nourish beneficial bacteria in the gut microbiome, potentially supporting cognitive health through multiple pathways. For example, studies have shown that prebiotic supplementation may help modulate the hypothalamic-pituitary-adrenal (HPA) axis, a key system involved in stress response.
For formulators looking to develop evidence-based cognitive health products, galactooligosaccharides (GOS) present an intriguing option. Bimuno GOS, backed by over 125 scientific publications including more than 20 clinical trials, has demonstrated efficacy in supporting beneficial bifidobacteria growth from a daily dose of just 1.37g, the lowest of any GOS targeting the general population on the market. Studies have shown potential benefits ranging from improved stress response to better sleep quality.
Market research reveals growing consumer interest in products that support both mental and physical wellbeing, with cognitive health supplements projected to see robust growth through 2030. The emergence of ‘psychobiotics‘, products targeting psychological or mental health through microbiome modulation, represents a particularly promising avenue for innovation.
Looking ahead, we’re likely to see increasing demand for products that take a holistic approach to cognitive health, acknowledging the integral role of the gut microbiome. Whether developing supplements for stress management, sleep support, or cognitive performance, formulators that can understand and leverage the gut-brain axis will be well-positioned to meet this growing market need.
For formulators exploring this space, here are five essential questions to consider:
- Does your chosen functional ingredient have proven efficacy at a realistic daily dose that consumers can easily incorporate into their routines?
- Is the scientific evidence behind your formulation robust enough to support specific cognitive health claims in your target markets?
- How will your product differentiate itself in an increasingly crowded market – through format innovation, targeted benefits, or unique ingredient combinations?
- What delivery format best suits your target demographic and use case? For example, gamers may prefer convenient formats that can be consumed during play sessions.
- Have you considered the stability of your chosen ingredients across different formats and manufacturing processes?
The key to success lies in combining scientific rigour with consumer-friendly formats. While the underlying mechanisms may be complex, the end product should seamlessly fit into daily wellness routines. This could mean anything from traditional supplements to functional beverages or innovative new delivery formats.
For health and nutrition brands looking to accelerate their cognitive health product development, Bimuno GOS offers a proven prebiotic solution backed by extensive scientific research. With demonstrated efficacy at a low daily dose and high stability across formats, it enables formulators to create innovative products that meet rising consumer demand. Connect with our team and learn how our proprietary GOS functional ingredient can support your next generation of cognitive health solutions.
As our understanding of the gut-brain axis continues to deepen, one thing is clear: the future of cognitive health innovation may well begin in the gut.
