It’s no surprise that cognitive health is a priority for consumers. Tension and stress are rising in the U.S., as well as around the world. Advances in AI are upending the workplace and threatening job security. Economic pressures abound. The increasingly older population is looking to maintain mental functioning and vitality. Younger consumers want to be sharp for work, activities, and gaming. Maintaining a positive mindset and healthy brain function are universal aspirations, but the pathways to achieve them can markedly differ.

Top Trends Spotlight Cognitive Health

Before each new year, Innova Market Insights spotlights top trends in several categories, including consumer sentiment and behavior, food and beverage launch trends, flavor trends, and others. One of our top consumer trends for 2026 is “Time for Me.” This trend captures consumer desire to spend more time alone to focus on self-care, engage in activities to lift their mood, and rejuvenate themselves mentally, as well as physically.

Four of Innova’s “Top 10 Food & Beverage Trends 2026” relate to aspects of mental health:

One of the year’s trends is “Mind Balance.” Consumers, especially Gen Z and Millennials, are very concerned about their mental health and are turning to food and beverage products for energy, stress relief, and brain health. They seek comfort foods and beverages to ease their stress and rekindle their joy. Manufacturers have responded with on-pack claims for energy, clear thinking, focus, and stress relief.

The “Layers of Delight” trend captures the infiltration of health into indulgence. Consumers look toward food and beverage indulgences to elevate their experiences and mood. They want sensory satisfaction bundled together with well-being.

Brands increasingly recognize that indulgence must incorporate both comfort and mood. Innova is monitoring an over 100% year-over-year rise for food and beverage launches tracked with a comfort claim. “Beverages with Purpose” marries indulgence and health through beverage innovation.

Finally, “Worth Every Bite” captures a key theme in America today — affordability. Price point helps drive consumer choice and loyalty.

Generational Approaches to Mental Well-being

Mental health priorities vary by generation. It is essential for food and beverage brands and ingredient manufacturers to understand how mental and cognitive health evolve across the lifespan and how mental health goes beyond cognitive function to include emotional and social elements.

Consumer trends research conducted by Innova Market Insights shows that the youngest generations — Gen Z and Millennials — tend to prefer proactive, lifestyle-oriented approaches to health. They over-index in their priorities to improve sleep, consume functional foods and beverages that support cognitive health, and explore pathways to mindfulness. They want to maintain their energy levels, stay connected socially, and achieve holistic well-being. Products that may appeal most to these generations include energy drinks and next-generation carbonates with benefits for clarity, focus, concentration, and possibly memory or cognition.

In contrast, the older generations, Gen X and Boomers, focus on preventative care and medical interventions. At the same time, they seek mental and cognitive stimulation for social purposes and hope to preserve mental function as they get older. Older adults are increasingly amenable to nutrition-fortified functional foods and beverages, along with supplements, as tools to improve memory, aid cognitive health, and support an active mind.

Mental Health Improvements

Innova sees untapped potential for brands to market memory support specifically to older adults (within the limitations of labeling regulations). According to consumer trends research, the leading food categories associated with improved memory include fruits and vegetables, nuts and seeds, whole grains and legumes, and fish and seafood. All of these are essential features of both the Mediterranean diet and the newer MIND diet, a brain-health eating plan that combines the Mediterranean and DASH (Dietary Approaches to Stop Hypertension) diets. Beverages that consumers link to memory include milk and milk drinks, bottled water, juice and smoothies, and yogurt and yogurt drinks.

The supplement marketplace holds clues for ingredients positioned to transition into food and beverage products with mental health support benefits. A growing range of ingredients supports holistic mental wellness benefits, including relaxation, stress relief, mood balance, and better sleep.

Two supplement ingredients that have been trending for several years, lion’s mane mushroom and vitamin D3, can be incorporated into food and beverage products:

• Lion’s mane supplements are promoted for improvements in memory, attention, reaction time, happiness, and mood — benefits that are supported by clinical studies. The compound annual growth rate (CAGR) of food and beverage launches with lion’s mane well exceeds the overall growth rate of food and beverage products.
• Vitamin D3, best known for its role in bone health, also supports mood regulation and reduced symptoms of seasonal affective disorder (SAD), a winter-induced mood decline. It likewise has shown steady growth, with a more robust new product launch rate for D3 products than for overall product launches over the past five years.

Innova is tracking other nootropic, cognitive-enhancing ingredients that target improvements in memory, attention, and motivation. Functional ingredients of interest in the U.S. market include:

• Ashwagandha for stress relief and better sleep
• Ginseng for energy, improved memory and focus, and stress management
• Functional mushrooms reishi and cordyceps for stress management, vitality, and overall wellness
• L-theanine, a naturally occurring amino acid in green tea, recognized for its ability to improve mental focus, reduce anxiety, and enhance mood
• B vitamins B6 and B12, associated with better focus, concentration, and vitality
• Omega-3 fatty acids, gaining traction among health-conscious consumers who recognize their brain-health benefits

Innova is tracking product launches — especially in sports nutrition, but also in confectionery — that combine stimulant ingredients, such as caffeine, with nootropic ingredients. These functional products are promoted for both energy and mental focus benefits.

The Relationship Between Flavor and Mood

Innova’s consumer trends research shows how consumers, especially younger generations, associate certain flavors with mood changes and mood improvement. The connection goes both ways — consumers say their mood helps determine which flavors they crave. Emotional eating reflects flavor preferences and choices.

We received interesting results when we asked survey participants which flavors they associate with which moods. Sweet flavors prevail when consumers want to boost their level of happiness. It’s no surprise that consumers connect coffee flavors with energy. Creamy and rich flavors rise to the top for comfort. Smoky BBQ flavors connote excitement, while vanilla promotes a sense of calmness.

The food and beverage industry is responding, as evidenced by the 26% growth globally in indulgent food and beverage launches with mood-boosting claims.

Indulgence as a Pathway to Mental Health

Consumer connections between indulgence and cognitive health are clear. Consumers say comfort is essential to an indulgent experience. They readily seek foods and drinks that improve their mood. Enjoyment, especially sensory, is a key aspect of indulgence. And the combination of indulgence with health, comfort, and happiness can resonate. Indulgent products that deliver healthier enjoyment can provide both satisfaction and well-being.

Participants in Innova’s consumer trends surveys overwhelmingly say they consume indulgent food and drinks to improve their mood. Other reasons given are for comfort, to calm down, and to feel a sense of pleasure. Consumers name hot drinks, dairy alternatives, chocolate, and confectionery as top choices for both comfort and happiness. It’s no surprise, then, that we’re tracking growth in coffee and cocoa beverages with reishi and other mushrooms to ease stress and foster joy, demonstrating Innova’s “Mind Balance” trend.

Consumers also associate fruits and vegetables with aspects of cognitive health. Gen Z and Millennial survey participants say fruits and vegetables can help them handle stress, and that juices and smoothies reduce stress and boost energy. Formulators have an opportunity to develop more fruit and vegetable food and beverage product launches to meet the level of consumer interest.

Doubling Down on Prevention

Prevention plays a big role in mental health. One-quarter of consumers in the U.S. and Canada report that they have turned to supplements to bolster their mental and emotional well-being. Food and beverage products with active ingredients used in supplements could be the next frontier for cognitive benefits, including enhanced focus, stress reduction, improved memory, and overall mental well-being. A majority of consumers surveyed report at least moderate interest in functional foods, beverages, or supplements to help maintain their mental health