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1Powering the Mind:Innovations for Asia-Pacifics Cerebral Age2PREFACETodays knowledge economy means that we are over-indexing on mental work as a form of economic activity. Solutions that support people with focus, attention and even mood elevation are in demand, particularly with new understanding that our mental states are inextricably linked to performance. Mental stamina is what knowledge economy workers are afterin the same way physical stamina is sought after by marathon runners. This sea change is presenting companies and brands in Asia-Pacific with new strategic opportunities to provide balance and solutions for people who want to nurture and boost mental performance. Mintel is witnessing a growing awareness of and desire for products and services that offer functional benefits for the mind.Consumers, today, are giving companies and brands the permission to be a part of their self-improvement journey and mental workout routines. It is now time for companies and brands to offer consumers solutions that help them perform, achieve and surpass their own expectations.In the pages that follow, Mintel takes into consideration the shifts in how consumers are managing self-care in three areas: work, rest and play. We take a look at the different strategies companies and brands are undertaking to cater to consumers on the lookout for products and services that power the mind. We also look ahead to the future, investigating the different issues that will drive the growth of mental performance solutions. 3CONTENTS4 WORK: Focused Attention12 REST: Mental Downtime18 PLAY: Getting Into a Mood24 Future Forces30 Meet the Authors45These issues are by-products of consumers striving to meet the expectations of todays society. A new study funded by Chinas National Health Commission and the Ministry of Science and Technology found that mental health issues such as depression and anxiety are on the rise in China. This is accompanied by an increase in lack of focus and attention among todays consumers, as mental states are inextricably linked to performance. Mental health issues like stress, anxiety and depression are now widely discussed by consumers around the world, including Asia-Pacific52% of urban Thais think that maintaining a positive mental state contributes to a healthy lifestyle6Consumers are turning to diets and food and drink options that can help calm and refocus the mind and increase productivity. What, and how, you eat can significantly affect your mood and how you feel about yourself. Many of the elements of Korean Temple Cuisine, for instance, align with the current trends of eating local, vegan, natural, seasonal and sustainable foods. This cuisine is said to provide mental clarity and spiritual energy, and is consumed with gratitude and reverence, without obsession. Furthermore, we are seeing a strong link between stress and snacking in India. Mintel research reveals that over one in four Indians eat salty snacks to destress, while a third snack to relax. There is now, more than ever, greater recognition that mental health requires as much attention as physical health. In Singapore, insurance group AIA has launched the first insurance policy to offer coverage for mental illnesses. In China, non-governmental organisation (NGO) CEO Roundtable on Cancer-China launched a campaign that explores the dichotomy between tracking an employees productivity and truly understanding the state of their mental well-being. 33% of Indians snack to relax29% of Indians snack to destress7ATTENTION DEFICIT RE-ORDEREDBeauty is self-care, and carries with it a well-formed and straightforward association with looking good. In todays socially-connected world, beauty and self-care are intertwined beyond physical appearances, extending into rituals and emotional and mental states of health. Self-care has become the catchall word for pampering oneself but also keeping oneself in an ideal and peak mental state. Focus, concentration and mental attention, as well as beauty, now have a connective link through self-care. In the modern age of beauty, consumers no longer have to wear signs of fatigue on their faces as the marketplace is now filled with products which can elicit states of peak performance. Weve seen this link strengthen as fragrances take on a functional role in the beauty industry today. Drawing from the aromatherapy library of scents, beauty now has an entrypoint to influence mental states. Rosemary, for example, can elicit states of improved concentration and mental speed. The carnosic acid component is known to fight off damage from free radicals in the brain and delay brain ageing. The antioxidant properties of rosemary oil also translate to more mainstream beauty claimsin this case, anti-ageing. US-based Goops G.Day range shows the potential of this idea in the soap, shower and bath category. The G.Day range is said to revitalise with a boost of positive energy and help restore a clear mind using key ingredients like Indian ayurvedic herb ashwagandha and ginger. From aromatherapy, the next step for beauty brands is to explore aromachology which deals with the psychologicalinstead of therapeuticeffects that scent has on the brain.Life, at different stages, comes with stressful situations. In this light, we are starting to see companies and brands roll out initiatives that help alleviate stress across demographics, bringing focus and attention back into work. For many children, homework is a stress added to already busy school days. SK Telecom in South Korea has launched Nugu Nemo, an AI-powered smart speaker with kid-friendly content and services, including brain teasers that help with language and mathematics lessons. Goop G.Days Ginger + Ashwagandha Energy Body WashGoop G.Days Black Pepper + Rosehip Energy Body Oil8Huda Beautys Overachiever Concealer, UAEThe concealer is infused with green tea to erase signs of discolouration and stress. It is equipped with a zamac tip that claims to instantly sooth and de-puff the area around the eye, leaving users looking refreshed and awakeP Laboratorys Propolis Ampule Mist, South KoreaFormulated with Amazon bees propolis extracts, this mist has a specially-designed nozzle spray which creates fine particles, perking up makeup and keeping the skin hydrated throughout the day. Companies are looking for various ways to prove the effect of scent and fragrance on emotional states; South Korean beauty conglomerate Amorepacific has broken new ground in its study of brainwave responses to some of its products. In a brainwave study, researchers found that ALPHA waves showed a significant increase when Sulwhasoos Timetreasure Invigorating Cream, which uses a red pine extract, was massaged on the face. ALPHA waves are a stable wave which appears when one is in a comfortable or psychologically stable stage.Yet, there are simpler products that assist office workers when the dreaded midday slump hits. Facial mists or eye concealers are proving to be just as helpful for the overworked and overtired beauty consumer. of Chinese fragrance users buy fragrances to feel more confident64%of Indian fragrance users look for relaxing claims when purchasing perfumes, colognes or body sprays48%9NEW FRONTIERS IN MENTAL ENHANCEMENT Neurotransmitters in the brain such as serotonin and dopamine influence the way we feel and think, and their levels tend to be affected by what we put into our bodies. We are learning more about how our diet can impact our mental performance. Most notably, essential fatty acids are vital for health brain function, while magnesium has been linked with anxiety reduction, and B vitamins with energy release. Fluctuations in blood sugar levels can also affect energy levels which can result in irritability, food cravings and poor concentration. Many different types of food contain behaviour-modifying ingredients, like alcohol, which may cause nervousness, anxiety and even depression. One class of ingredients holds significant potential given the abilities they may hold in boosting concentration and focus. Called nootropics, they are being tapped into to improve cognitive abilities. Taken from the Greek word for intellectual awareness, nootropics are compounds that enhance mental functions such as focus, alertness, memory, motivation and attention span. Mintel Trend Augmented Human discusses how recent innovations are enhancing the way we liveoffering opportunities to push the body beyond its limits. Nootropics are an extension of this trend. In fact, they have officially gone mainstream, and youve probably already tried nootropics, especially if youre a coffee or tea drinker. Caffeine and L-theanine are considered nootropics thanks to their brain-boosting benefits. Caffeine is a well-known stimulant, said to boost cognitive performance.Meanwhile, L-theanine is an amino acid found in tea leaves thought to reduce stress, promote relaxation, improve sleep quality, boost attention span, and reduce some of the negative side effects of caffeine. Other nootropics, including B vitamins, choline and omega-3s, are recognised as beneficial for cognitive health; more recently, they have been positioned with other nootropics to optimise brain function.Healthy Coffee Guy Sleep Promoting Decaf Nootropic Coffee, South AfricaThis caffeine-free sleep promoting coffee comprises a blend made using a careful selection of well-studied natural nootropic amino acids, herbs and nutrients. The manufacturer explains that nootropics can improve cognitive functioning, particularly executive functions such as memory, creativity and motivation. 10repa Nootropic Beverage, New ZealandKiwi company repa aims to be the worlds most iconic brain health brand with its patented nootropic formula and science-backed claims. This drink is said to help keep you calm and thinking clear under pressure. Its key ingredients include L-theanine SUNTHEANINE, New Zealand pine bark extract ENZOGENOL, New Zealand NEUROBERRY juice, and New Zealand blackcurrant extract. Source: repaThree Squirrels Second Brain Mixed Nuts Double Protein Milk Coffee Drink, ChinaMedium chain triglycerides (MCT) and the keto diet also offer mental performance benefits. MCTs, typically from coconuts, are a keto-friendly fat to watch. They are metabolised in the body differently than long chain fatty acids and, therefore, may have some interesting health benefits. Advocates of MCTs claim that fat can provide energy and even enhance cognitive functioning. Know Brainer Foods from Nestl has a line of keto-friendly butter creamers and instant beverages that feature MCTs and offer brain-boosting benefits. Leading Chinese nuts brand Three Squirrels made its first foray into the beverage sector with its Second Brain coffee drink, a functional nut coffee product that addresses the topic of brain health and combines MCTs, protein and dietary fibre.
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