Quality time with family. Training and working out. Enjoying a good book. Reminiscing on the past. There are many reasons why improving cognitive health is on consumers’ minds. But understanding the different paths taken to get there is crucial to truly reach them in their need states.

A recent survey from Kyowa Hakko sheds light on the motivations and behaviors of these consumers. In March 2024, Kyowa surveyed 1,023 consumers who are interested in supplementation for cognitive support. The data illuminates the varying measures they’re willing to take to improve their cognition and the driving forces behind their desires.

Exercise is just as popular as health supplements among these consumers, and nearly 3 out of 4 have tried dietary supplements. More than half have tried foods for cognitive health support, while beverages remain on the rise with 41% reporting having tried drinks for cognitive support. More than half expressed interest in beverages to support their cognitive health. Furthermore, 35% said they are using more energy drinks compared to five years ago, and 37% said they are highly likely to have an energy drink in the next three months.

Consumers are reaching for products for mental energy and cognitive support for many different reasons. Some are external: the pandemic, economic stresses, etc., while some are interpersonal: work, family life, etc.

Impact of Stress on Mental Energy and Cognitive Health

Data suggests that macroeconomic factors are heightening stress levels for consumers. Forty-three percent say they are highly stressed when it comes to money and finances. The high cost of living and financial stress topped the list of factors cognitive health consumers believe currently have a negative effect on their mental well-being.

These consumers recognize these economic stressors are neither easily controllable nor solved, and they are taking proactive steps to reduce the effects of stress. More than one-third, 39%, are interested in trying yoga, and 35% said it is highly likely they will use a relaxation supplement in the next three months. Almost 3 out of 4 said they are interested in trying dietary supplements to support their cognitive health.

Work and Family Time: Key Areas for Focus and Attention Improvement

Work, family, and lack of exercise are reported by cognitive health consumers to have major effects on their mental well-being and mental energy.

More than half said enjoying time with family would be most important to them if their cognitive function improved. Similarly, feeling focused and motivated at work and within the home is a daily struggle for many.


About two-thirds of cognitive health consumers, 66%, agree that they experience a problem with mental energy nearly every day. Most feel that, on any given day, they are likely to feel unrested, unproductive, or drowsy when they should be awake.


Consumers are hoping to specifically improve memory, alertness, and getting more rest. About 39% said they are interested in doing crossword puzzles and brain teasers to support their cognitive health.

More than 1 in 4 said they use more memory games on their mobile device, tablet, or computer compared to five years ago.

Having access to many possible paths to improve mental energy is crucial to this type of consumer. Food, beverage, and supplement manufacturers can offer solutions to the cognitive health market via specially formulated applications geared toward long-term support for focus, attention, and memory.

The Opportunity With Citicoline

Citicoline is a natural compound found in every cell in the human body. It’s a critical substance for maintaining the strength and health of cell membranes and for supplying nutrition to cells like brain cells and neurons. Citicoline is essential for ensuring brain cells receive the nutrition they need to produce an optimal amount of energy for the brain.

Clinical studies indicate that citicoline may support cognitive health and mental energy. The data suggest citicoline supplementation may benefit long-term attention, focus, and memory recall.

For cognitive health consumers, citicoline could offer a novel pathway for supporting optimal cognitive health and mental energy.

Cognizin^® – Citicoline Nootropic for Cognitive Health Support in Foods, Beverages, and Supplements

Cognizin^® is a clinically researched, patented citicoline nootropic ingredient designed for use in food, beverage, and supplement formulations.

Numerous scientific studies have been conducted on Cognizin^® to investigate its potential to support focus, attention, nutrition for brain energy, and cognitive health in general.

Cognizin^® benefits are backed by key studies showcasing its profound impact on various aspects of brain function. Research has demonstrated that middle-aged adults experienced increased brain activity after just six weeks of taking 500mg of Cognizin^®, emphasizing its role in enhancing cellular synthesis and restoring brain energy.

Furthermore, in studies involving women and adolescent males, Cognizin^® displayed notable improvements in attention and focus, offering tangible benefits for individuals seeking cognitive support.

Cognizin^® Citicoline is made naturally by fermentation and easily integrates into a wide range of applications without affecting any changes to taste or texture.

Additionally, as an allergen-free, vegetarian, kosher nootropic ingredient, Cognizin^® Citicoline has also had self-affirmed GRAS status since 2009.

Kyowa Hakko is an industry-leading expert in amino acid fermentation. With decades of experience manufacturing functional ingredients, Kyowa Hakko engineered its proprietary fermentation methods for making Cognizin^® to maximize purity, quality, and consistency.

Go to the Cognizin^® website for more information on how Cognizin^® Citicoline can add cognitive health support to food, beverage, and supplement applications in nearly any format.