Natural Products Insider

NOV-DEC 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

Issue link:

Contents of this Issue


Page 98 of 166

84 INSIDER November/December 2018 When considering various aging topics, such as overall physical health, retirement funds, health care expenses, suffi cient energy and maintaining weight, one issue consistently ranks as a leading concern among American adults: mental/brain health. Over the past 12 years, the importance of cognitive health has grown more than 20 percent (from 61 percent in 2005 to 74 percent in 2017) among all American consumers, according to data from the Natural Marketing Institute (NMI). Cognitive Health a Lifelong Concern for Adults While conventional wisdom may hold that brain health is a concern reserved for later in life, NMI's Healthy Aging Database ® (HAD) revealed recognizing the importance of cognitive health is not limited to older generations; in fact, cognitive health is important to all generations. While matures (ages 71 and older) place the highest level of importance on cognitive health (84 percent), Millennials (ages 20 to 39)— even more so than Generation X (ages 40 to 51)—also exhibit high levels of concern (73 and 70 percent, respectively). And 66 percent of Boomers state mental/brain health is a very important issue. Put in perspective, cognition issues are the top concern among U.S. adults after heart problems. Concern over cognitive health in the general adult population is higher than concern over Alzheimer's disease. Whereas Alzheimer's is generally accepted as a genetic disease primarily affecting seniors, cognitive health is perceived as lifelong health maintenance that has the potential to be maintained or improved. With the prolifera tion of brain games, smart foods and cognitive dietary supplements available on the market, consumers have ample options from which to choose their personalized plan. The Fear Factor Just under half the American population (46 percent) fear losing mental/brain capacity as they age. The level of fear has remained relatively consistent during the past dozen years, suggesting fear of losing cognitive capability is being more accepted (or just something that will have to be dealt with if an issue arises). Fear of cognitive decline increases with age, with 42 percent of Millennials fearing such loss, compared to more than half of Boomers and matures. Triple Threat—Cognitive Health, Stress and Anxiety Management and treatment of memory, concentration and cognitive function remained stable over the past decade among most adults. However, it is steadily increasing among Millennials, up almost double from 2007 to 2017. Currently, Millennials (7 percent) and Gen X (8 percent) report the highest levels of managing memory, concentration and cognitive functions, compared with fewer than 6 percent of Boomers reporting they currently treat these cognitive functions. Not surprisingly, Millennials and Gen X also claim to manage signifi cantly more stress and anxiety than Boomers. According to NMI's 2017 HAD, one-quarter of Millennials and Gen X treat stress, compared to less than 13 percent of Boomers. Similarly, anxiety is treated by 27 percent of Millennials and 22 percent of Gen X, signifi cantly more than Boomers (12 percent). Could there be a link between stress, anxiety and cognitive health, especially among younger generations that may be feeling the pressure to prove themselves and/or perform in the workplace and among their peers? Opportunities for Change, Disrupting Deterioration Eight out of 10 adults feel they are taking more personal responsibility for their health now compared to 10 years ago. Of those, two-thirds agree one reason they are taking more responsibility is so they can be in their best mental health; Boomers (71 percent) and matures (73 percent) are only slightly more likely to agree than their younger counterparts. Millennials and Gen X think proactively regardless of whether they act on their beliefs. Forty-one percent of Millennials and Gen X are signifi cantly more likely than other generations to strongly agree they Cognitive Health: A Lifelong Opportunity by Steve French Cognitive Health Healthy Aging at SupplySide West Learn more about cognitive health and healthy aging from Steve French during the "Healthy Aging: Lifelong Wellness" Workshop on Wednesday, Nov. 7 at 9 a.m. at SupplySide West in Las Vegas. Scan Here Source: NMF's Healthy Aging Database Americans Are Concerned About Preventing: ■ Millennials ■ Generation X ■ Boomers ■ Matures 82 % 74 % 72 % 73 % 69 % 62 % Heart problems Cancer Joint issues/arthritis Weight gain Alzheimer's Memory/cognitive/ brain health issues Gen Pop 80 % 80 % 83 % 88 % 75 % 75 % 74 % 76 % 72 % 71 % 71 % 81 % 68 % 73 % 77 % 90 % 73 % 71 % 66 % 64 % 61 % 62 % 64 % 69 %

Articles in this issue

Links on this page

Archives of this issue

view archives of Natural Products Insider - NOV-DEC 2018