The Fog Spreads

by Eric Munson | July 1, 2025

Preventative and personalized approaches to cognitive health.

Cognitive dysfunction, commonly referred to as “brain fog,” is a rapidly growing epidemic across all age categories.

According to Jacob Teitelbaum, a medical doctor, author and fibromyalgia expert based in Hawaii, 50 percent of nutrients (except for calories) are lost in food processing. Cognition is dependent on optimal levels of nutrients such as B vitamins, magnesium omega-3s, boron and amino acids.

“The average night’s sleep 150 years ago (before lightbulbs) was nine hours a night. We are now down to six and three-quarter hours on average, a 30 percent pay cut for our brains and cognition,” Dr. Teitelbaum explained. “Increased stress is triggering adrenal fatigue with recurrent bouts of low blood sugar that trigger cognitive dysfunction.”

He added chronic pain, present in 20 percent of adults, triggers both cognitive dysfunction and a drastically increased risk of dementia because of secondary microglial activation (brain inflammation).

“As I have often seen in my 50 years of medicine, medical fashion ignores the most important foundation issues, focusing on the newest most expensive treatments, which often turn out to be toxic and fairly ineffective. But people are starting to recognize the importance of nutrition and also pain management for cognitive function,” Dr. Teitelbaum said.

Cognitive Trends

The Annual Condition-Specific Report 2024 from Nutrition Business Journal (NBJ) shows cognitive health supplements are projected to remain a “top three” category through 2027. This growth is driven by both cognitive protection and enhancement goals.

According to Grand View Research, the global brain health supplements market was valued at $7.21 billion in 2020 and is expected to grow at a compound annual growth rate (CAGR) of 8 percent from 2021-2028.

Many brain-health supplements are targeted toward the increasingly aging population. A 2019 survey from AARP shows more than one-fourth of Americans aged 50 and above regularly take brain health supplements. As per the World Health Organization (WHO), the total number of new dementia patients is 10 million per year across the world, indicating there is at least one case every three seconds.

“The increasing interest in improving and maintaining brain health among consumers has been driving product demand all over the world,” said Hank Cheatham, vice president of Daiwa Health Development (Gardena, CA). “Furthermore, the growing number of promotional activities, rising self-directed users, and increasing willingness to improve brain functions are positively impacting the growth of the market.”

Dr. Alexander Y. Zubkov, a neurologist, integrative and functional medicine specialist, and Board Advisory member at California-based 1MD Nutrition, observed a huge shift toward personalized and preventative care. More patients are moving away from quick fixes and starting to ask deeper questions.

“That opens the door to discussions around inflammation, gut-brain connection, hormone imbalance and even environmental toxins,” Dr. Zubkov said. “People are now interested in full-body optimization—not just short-term memory boosts. Tools like functional lab testing, mitochondrial support and brain-focused supplementation are finally getting the attention they deserve.”

Slawek Gromadzki, nutritionist at HealthAid America (Sunnyvale, CA), agreed that adding cognitive health is rapidly evolving especially as consumers become more proactive as they age—not just in late life, but as early as their 30s and 40s.

Gromadzki also observed a rise in “nootropic blends” that combine botanicals, vitamins and minerals to help support focus, reduce mental fatigue and maintain a calm alert state. This is especially relevant in a time when people juggle digital overload, stress and high-performance expectations.*

Brian Keenan, ND, DOM, LAc, educational manager at Ayush Herbs (Redmond, WA) added that there is an interest in not just pharmacologic stimulants, but also botanical-based cognitive enhancers as well.

“Additionally, there is a growing awareness of how chronic inflammation, gut health and stress all intersect with cognition. Adaptogens, nervines and herbs traditionally used for meditation, relaxation, focus and even spiritual clarity are being revisited in clinical settings. Consumers and clinicians alike are moving toward whole-system support rather than isolated memory boosters,” Dr. Keenan said.

Thomas Beadnall, senior marketing manager, PL+ & Lysoveta at Norway-based Aker BioMarine, emphasized it is important for practitioners to recognize the surge in popularity isn’t limited to aging populations. Gen Z and Millennials are seeking preventative strategies whereas Boomers and Gen X are focused on longevity and mitigating cognitive decline.

“In this post-pandemic era, brain and mental wellness have become top priorities across generations, making cognitive health one of the most relevant and fast-moving categories in the wellness space—one that practitioners can no longer afford to overlook,” Beadnall said.

According to Maria Stanieich, marketing manager at Kyowa Hakko USA (New York, NY), pills, capsules and powders remain popular, but many people are experiencing “pill fatigue” and want more formats that can be easily integrated into their daily routine such as ready-to-drink coffee, bottled water, snack bars, breath mints and chocolate.

Joe Brunner, president of Oregon-based Endurance Products Company (EPC) said one of the most exciting new trends is how researchers are combining artificial intelligence (AI), big data and epigenetics to inform discoveries that will provide insights for product development.

“First, AI models are becoming increasingly skilled at analyzing data. This means the ability to spot signs of cognitive decline much earlier than we could before,” Brunner explained. “For example, some researchers are using AI models to learn how everyday actions can provide important clues to early changes in brain health. Actions like how a person walks, talks or multitasks. Others are using AI to analyze neuroimaging data at scale, making it easier to spot the biomarkers that matter for cognitive health.”

Consumers and Patients

Kyowa conducted a national consumer survey, which revealed 46 percent had less mental energy than prior to the COVID-19 pandemic, 48 percent cited a lack of focus as a regular concern, 74 percent are interested in trying dietary supplements for cognitive health and 75 percent are looking for sustained energy throughout the day, according to Stanieich.

Dr. Zubkov said patients want real answers and sustainable results and often come in frustrated. They are often told their brain fog is just stress, age or something to “live with.”

“But when we dig deeper, we almost always find something off: poor gut health, high cortisol, mold exposure, low B12 or disrupted sleep architecture. Patients today want to feel focused, clear and sharp. And they’re looking for solutions that work with their body, not against it. They want fewer side effects, better energy and long-term brain resilience,” Dr. Zubkov said.

Lorena Carboni, senior product manager and scientific communications expert at France-based Gnosis by Lesaffre, said there is surging demand for evidence-based ingredients that deliver comprehensive benefits for memory, focus, mood and long-term brain health.

“Rather than chasing temporary mental boosts, people are investing in clinically-studied solutions that support their cognitive function naturally—whether managing daily stress, preserving mental sharpness with age, or optimizing performance. This evolution represents a more sophisticated approach to brain health that prioritizes lasting results over quick fixes,” she said.

According to Dr. Keenan, consumers are looking for comprehensive, evidence-based solutions that are safe for long-term use. They want products that support focus, memory, mood and neuroprotection without overstimulation.

“Moreover, parents are asking about herbs that can support their children’s attention and learning. Adults are focused on brain fog and productivity while older adults want to preserve cognition and prevent decline. Transparency, sustainability and holistic explanations of the benefits are paramount in consumers’ minds,” he explained.

Brunner said health-conscious adults want products that deliver on their promise, which is especially true for cognitive health supplements.

“If a product can fit easily into their busy lives, all the better for both convenience and compliance,” Brunner said. “They also want full transparency, labels that clearly quantify ingredient amounts. And, of course, they want clean formulas, free of artificial ingredients, allergens, gluten, sugar and other undesirables.”

Cheatham noted that consumers and patients are looking for products that can improve cognitive function, enhance memory and potentially slow cognitive decline. There may also be interest on focus, attention and mood. Others are specifically looking or supplements to address conditions such as dementia and Alzheimer’s disease.

For All Ages

According to Dr. Keenan, emerging research shows cognitive decline doesn’t begin suddenly in old age. It’s the result of a decades-long process influenced by stress, inflammation, poor sleep and metabolic factors. Supporting brain health early and consistently is one of the most effective long-term strategies for reducing the risk of neurodegenerative conditions.

“Adults need emotional regulation, memory and problem-solving skills. And older adults need strong brain function to stay independent,” Dr. Zubkov said. “Cognitive decline doesn’t happen overnight—it builds slowly, often starting with minor issues that are easy to dismiss. But if we act early, we can often reverse or significantly slow the process.”

“Cognitive health is vital for all ages as it impacts learning, memory and decision-making, which are essential for daily life, social interactions and overall well-being,” Cheatham added. “Maintaining cognitive health helps individuals stay independent, manage stress and cope with challenges effectively. It also plays a crucial role in preventing and managing cognitive decline, especially as people age.”

Brunner agreed that cognitive health matters at every age because it shapes how we think, learn, connect and enjoy life.

“For kids and teens, it’s key for learning, building skills and consolidating memories. Adults rely on it to manage work, stress and relationships,” he explained. “For older adults, staying sharp supports independence and quality of life. In other words, optimal cognitive health is the foundation of a healthier, happier, more fulfilling life—at every age.”

“Cognitive health isn’t just a concern for older adults—it’s a lifelong priority. From childhood through the senior years, our ability to process information, stay focused and manage stress plays a central role in how we learn, work and connect with others,” Gromadzki added. “Supporting the brain’s performance at every life stage is key to maintaining overall quality of life.”

Carboni said that seniors concerned about age-related decline remain the core consumers for this category, but observed a greater shift toward the younger generation. “This broadened appeal has transformed product development, with brands responding through cleaner formulations, convenient formats like nootropic gummies, and lifestyle-oriented marketing that resonates across generations,” she explained.

“Younger generations are increasingly prioritizing proactive brain health, driven by a desire to boost memory, focus, creativity and overall mental resilience to help set them up for the future. This shift reflects a broader cultural emphasis on longevity and quality of life,” Beadnall added. “Prevention is no longer seen as a backup plan, but as the most effective and empowering form of care. Many young adults are also influenced by firsthand experiences, having witnessed cognitive decline in older relatives. These experiences fuel a sense of urgency and responsibility to act early, while the brain is most adaptable.”

Products, Ingredients and Natural Remedies

According to Dr. Teitelbaum, cognitive function is easy to optimize, beginning with a multivitamin powder high in B vitamins and magnesium, and a high-absorption vectorized omega-3. He also recommended products that optimize sleep, eliminate chronic pain and address depression and anxiety.

One of HealthAid’s standout ingredients in the cognitive health category is Gingko Vital 3, which combines three traditional botanicals (Gingko biloba leaf extract, Asian ginseng root extract and eleuthero leaf extract) known to support mental performance and stamina,* according to Gromadzki.

“Together, this trio works synergistically to promote focus, support mental clarity, and help maintain cognitive vitality, especially in times of stress or overwork,*” he explained. “What sets Ginkgo Vital 3 apart is its holistic approach—supporting not just memory, but also the underlying factors like circulation, stamina, and resilience that contribute to optimal cognitive function.*”

EPC’s Endur supplement line comprises clean formulas that provide research-backed ingredients in therapeutic amounts, and the labels are fully transparent, according to Brunner. Some of the cognitive health products include Tauromag-SR, Endur-B Complex and Choline SR.

“But what really sets Endur supplements apart is our proprietary vegetable wax matrix technology,” he said. “This feature results in sustained-release tablets that deliver nutrients gradually over several hours, avoiding the nuisance of ‘dose dumping’ often seen with typical sustained-release supplements. Thanks to our focus on precision tablet dissolution, both practitioners and patients can trust they’re getting consistent, reliable nutrient delivery with every tablet.”

Ayush offers several products that address cognitive health holistically, such as Bacopa Plus, Macuna Plus, AdrenOm and AyuDep. Dr. Keenan added that several botanical ingredients such as ashwagandha (Withania somnifera), Bacopa monnieri, saffron (Crocus sativus), and lion’s mane (Hericium erinaceus) are gaining momentum.

Daiwa Brain Health features Hokkaido Scallop Oil Plasmalogen (HSOP) as its active ingredient, which has been scientifically shown to improve memory and sharpen cognitive decline, according to Cheatham.

“Plasmalogens are a type of phospholipid present in almost all human tissues and are most abundant in the brain and heart. They are essential for their critical role in memory, focus and other cognitive functions and are especially crucial for remaining active,” Cheatham explained.

Gnosis’ Adonat Premium SAMe stands out for its unique ability to cross the blood-brain barrier and directly support neurological function. Its role in methylation pathways—the biochemical processes that regulate gene expression—makes it particularly valuable for synthesizing key neurotransmitters such as serotonin, dopamine and acetylcholine, Carboni said.

“What makes SAMe particularly relevant today is its comprehensive approach to brain health: it simultaneously supports mental performance, preserves memory function, stabilizes mood and protects against age-related decline—addressing the full spectrum of cognitive concerns from Gen Z professionals to active seniors,” Carboni said.

Lysoveta is a novel dietary ingredient from Aker BioMarine that is the first and only commercially available lyso-phosphatidylcholine (LPC) on the market.

“By enhancing the delivery of brain-essential omega-3s, Lysoveta not only supports cognitive function but also plays a vital role in promoting healthy aging,” Beadnall said. “With its brain-targeted efficacy, Lysoveta can directly support the process of protecting brain cells and even promote the generation of new brain cells. Lysoveta enables brands to speak directly to consumers looking to enhance and support term brain health and overall well-being.”

Kyowa’s Cognizin is a patented form of citicoline, a naturally occurring nutrient that can be found in almost every cell in the human body. It is the only branded citicoline clinically studied in healthy adults and adolescents.

“Citicoline is an important compound that affects the health of brain cells and neurons and plays a critical role in cellular health. It supports neurotransmission for enhanced communication between nerve cells and the production of adenosine triphosphate (ATP) in brain cells for cognitive function,” Stanieich explained.

MindMD from 1MD Nutrition targets multiple root causes of cognitive decline. Citicoline helps with neurotransmitter production and brain energy metabolism, lion’s mane supports nerve regeneration and neuroplasticity, and bacopa improves information processing, Dr. Zubkov said.

“For patients struggling with brain fog, low mental stamina, or early signs of cognitive decline, we often include MindMD as part of a bigger plan. That plan may also involve gut support, hormone balancing, detox strategies and nutritional therapy. But as a supplement, MindMD gives a reliable, evidence-based foundation for sharper cognition,” he said.

Diet and Lifestyle

The latest science shows that keeping a mental edge is not just about genetics. Daily choices such as diet, sleep, exercise and stress management dramatically impact brain function.

“Cognitive health is multifaceted, and while no single solution guarantees peak brain performance, science continues to affirm that lifestyle and nutrition play critical roles in maintaining mental sharpness and supporting healthy brain function across the lifespan,” Gromadzki said.

Carboni noted that diet is important, but also “what you avoid matters as much as what you embrace.” She said ultra-processed foods, excessive alcohol and marathon sitting sessions can all undermine the brain’s “architecture and function.”

“Beyond diet, the brain thrives on movement. Just 30 minutes of exercise five days a week increases cerebral blood flow and stimulates the growth of new neural connections. Equally crucial: quality sleep, which allows your brain to consolidate memories and clear cellular debris,” Carboni said.

“Cut down sugar intake and go for walks in the sunshine. Turn off media that leaves you feeling poorly, as most of this on both sides is misinformation which seems meant to frighten people and create conflict. Turn it off and replace it with something that feels good. Both mood and cognition will improve,” Dr. Teitelbaum added.

Conclusion

“If you’re having trouble concentrating, if you feel foggy, or if you’re not functioning like yourself—it’s not ‘just aging,’ Cognitive issues are real, and they’re often reversible. The key is finding the root cause and supporting the brain with the right tools. Cognitive health isn’t a luxury—it’s essential. And it deserves a proactive, whole-body approach,” Dr. Zubkov said.

“The link between healthy habits and mental sharpness can’t be overstated, yet many patients overlook it. Naturopaths are perfectly positioned to change this,” Brunner concluded. “With their holistic approach, naturopaths can help patients understand the impact of healthy habits on cognitive health. More importantly, their ability to create individualized therapeutic protocols and provide regular feedback is one of the best ways to help patients take action. We’re proud to formulate products to support these efforts.”

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

Healthy Take Aways

• The average night’s sleep has declined to under seven hours compared to nine hours 150 years ago.
• The global brain health supplements market was valued at $7.21 billion in 2020 and is expected to grow at a CAGR of 8 percent from 2021-2028.
• A 2019 survey from AARP shows more than one-fourth of Americans aged 50 and older regularly takes brain health supplements.
• According to the World Health Organization, the total number of new dementia patients is 10 million per year with at least one case every three seconds.