Maypro spots natural and mineral solutions for booming mental health market

As consumer demand for mental health nutrition products is on the rise, ingredient suppliers are innovating to meet expectations. Innova Market Insights data suggests that supplement launches with brain-mood health claims grew by an average of 16% between July 2019 and June 2024.

Nutrition Insight speaks to Denis Alimonti, director of US Nutrition at Maypro, about the latest in mental health nutrition, including trending ingredients, challenges and opportunities and the increasing relevance of technology.

“I believe we’ll see increased emphasis on the importance of clinically researched ingredients, bioavailability, tolerability and no drug-to-drug interaction. I also think it’s likely we’ll see more products that leverage the gut-brain axis for cognitive health.” 

What are the key trends in mental health support? 

Alimonti: The natural market for mental health is a lot of fun right now. We are fueling familiar relaxation rituals with functional products, such as magnesium bath soaks, morning mushroom coffee, Kava-based happy hour mocktails and adaptogens in pre-bedtime teas. 

It’s important to offer the stress and mood support consumers a high-perceptual experience that goes beyond an emotionally-supportive consumption ritual. They need clinically studied ingredients that they can feel the effects of. 

What important aspects of mental health do your ingredients address?

Alimonti: Maypro is a nutritional ingredient supplier. Our focus is on providing clinically researched nutraceuticals that will generate a measurable biological response. In the case of the mental health consumer, we also want those ingredients to provide a high-perceptual experience the consumer will notice.

Venetron works by first preventing the degradation of serotonin in the bloodstream throughout the day, providing mood support users can feel. This supports melatonin production at night, allowing for better quality sleep all night long. 

Sucrosomial magnesium — an encapsulated, highly bioavailable form for improved absorption and tolerability — has seen a surge in popularity. This increased demand for magnesium has been led by the cognitive health, mood and sleep support markets. 

Etas is the world’s first dietary ingredient (derived from the lower portion of asparagus stalks) to deliver heat shock protein induction (HSP70). HSP70 is an intracellular protein naturally produced within the body when reacting to heat stress. HSP70 is involved in the process of suppressing cortisol increase. The body’s reaction is likened to that of the stress-relieving effects of hot springs or a sauna.

EubioQuercetin is a 100% natural quercetin prebiotic with rutinose featuring superior water solubility and bioavailability. Unlike other forms of quercetin, EubioQuercetin can reach the colon to influence gut microbiota associated with mood and cognitive health, leveraging the gut-brain axis.

What opportunities or challenges do you see for products in the mental health space?

Alimonti: Increased consumer interest in preventative health measures and a focus on maintaining mental wellness, particularly among Gen Z and Millennials, bodes well for long-term category growth. 

I foresee market saturation and quality control as two challenges to the category, but I think the brands that lean into scientifically validated ingredients will be most likely to overcome those.

Does technology tap into these issues, and if so, how?

Alimonti: I expect that digital technologies that track metrics such as sleep quality and heart rate will evolve to provide even more guidance around stress support — beyond just guided breathing. 

The personalized supplement space has yet to take off, but if or when it does, I think we can expect nutrition for mental wellness to be a key component.