# Cognitive Edible Foods that improve brain health signify the next frontier of the health movement. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Sep 29, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/cognitive-edible ## Key Figures - Trend score: 4.3/10 - Evidence articles: 7 ## What is the Cognitive Edible trend? **Cognitive Edible:** Health and wellness is projected to become a trillion-dollar industry in the next few years, and has already begun permeating the daily diet of the mainstream consumer. The next frontier of the wellness wave is brain health, a concern particularly prevalent among the majority of Gen X. Using food to improve cognitive abilities taps into the increased exhaustion of the digital consumer, while providing new opportunities for brands to appeal to the Gen X demographic who focus on brain health in addition to physical wellness. ## At a Glance - Evidence: 7 featured examples - Articles from: Jul 31, 2015 to Mar 14, 2017 - Published: Sep 29, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Cognitive Edible trend ### Brain-Boosting Foods and Beverages Brain-boosting foods and beverages are becoming more popular due to the increased concern among the majority for brain health in addition to physical wellness, creating opportunities for brands to appeal to consumers by tapping into cognitive health. ### Functional and Health-Driven Products Customers are looking for natural and function-driven food and beverage products with intrinsic health benefits that do not require health claims, which creates opportunity for brands to offer products with added vitamins, minerals, and antioxidants. ### Convenient and Portable Health Snacks Health-conscious consumers are seeking alternatives to snacking on unhealthy options and are looking for healthy snacks that are both convenient and portable, creating an opportunity for brands to market nutritious snacks that can be consumed on-the-go. ## What the Cognitive Edible trend means for industry ### For Food and Beverage In the food and beverage industry, brands can create brain-boosting products, functional products, and offer on-the-go healthy snacks that appeal to customers looking to improve their overall health. ### For Wellness Wellness is a trillion-dollar industry that can develop products that cater to cognitive health and offer natural, function-driven products and on-the-go healthy snacks to support overall well-being. ### For Children's Health In the children’s health industry, brands can develop brain-boosting products with added vitamins and minerals and healthy snacks that cater to children's nutrition, making the process of healthy eating more appealing and achievable for parents and their young ones. ## Workshop question How can your brand offer its products/services in a way that comprehensively targets its consumers' needs and preferences? ## Trend signals for Cognitive Edible Trend score 4.3 out of 10, from popularity 64%, activity 58%, freshness 8%. - Popularity: 64% - Activity: 58% - Freshness: 8% ## Examples of the Cognitive Edible trend 7 featured examples from Jul 31, 2015 to Mar 14, 2017. - [Ice Cream Capsules](https://www.trendhunter.com/trends/ice-cream-concept): This Convenient Ice Cream Concept Boasts Brain-Boosting Properties (Category: Unique) Implication: Innovative packaging solutions for convenient ice cream formats can revolutionize the food packaging industry. - [Stress-Reducing Supplements](https://www.trendhunter.com/trends/take-5): 'Take 5' is a Compact Liquid Shot for Stress Relief and Focus (Category: Lifestyle) Implication: Disruptive innovation potential in the supplement industry by introducing stress-reducing and focus-enhancing products in convenient liquid shot formats. - [Brain-Boosting Smoothie Mixes](https://www.trendhunter.com/trends/mavella-superfoods): Mavella Superfoods' Kid-Friendly Smoothies are Vitamin-Enriched (Category: Lifestyle) Implication: The emergence of brain-boosting smoothie mixes creates innovation opportunities for food and beverage companies to develop functional and nutritious products for children. - [Boosting Cognitive Teas](https://www.trendhunter.com/trends/brain-function): The Begutea Blends Antioxidants and Vitality to Increase Brain Function (Category: Lifestyle) Implication: Beverage companies can innovate their product lines by incorporating more natural cognitive-boosting ingredients into their offerings. - [Artisanal Tea Bottles](https://www.trendhunter.com/trends/readytodrink-tea): Arteasan's Ready-to-Drink Tea Beverages Encourage Calm, Focus and Energy (Category: Lifestyle) Implication: Innovation in the beverage industry to meet the demand for functional and healthy teas. - [Function-Driven Energy Bars](https://www.trendhunter.com/trends/energy-bar-snacks): Each of Optimist's Energy Bar Snacks Serves a Distinct Purpose (Category: Lifestyle) Implication: The functional food and beverage industry can take advantage of the trend towards function-driven nutrition by developing unique products that target specific wellness goals. - [Anti-Aging Smoothies](https://www.trendhunter.com/trends/antiaging-smoothies): This Smoothie Recipe Uses Anti-Aging Goji Berries to Increase Health (Category: Lifestyle) Implication: The health and wellness industry is a prime candidate for disruptive innovation by creating more products and services that cater to the anti-aging market, such as supplements and… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)