Dopamine, known as the ‘happiness factor,’ is a neurotransmitter used to help cells transmit impulses, primarily responsible for the transmission of excitement and happiness signals in the brain. Many simple moments in life can stimulate the secretion of dopamine, such as a workout, a beautiful scene, or a hearty meal.
In the past, we would seek psychological satisfaction through ‘indulgent’ diets like hot pot, bubble tea, and other comfort foods, often high in sugar and unhealthy fats, posing various health risks. Mike Hughes, Director of Research and Insight at the UK market research company FMCG Gurus, states that consumers are reassessing the relationship between diet and mental health, shifting towards products with health-functional ingredients that contribute to mental relaxation.
So, for ‘dopamine foods and beverages’ that are both healthy and joyful, what aspects should be considered in their development?
Emotional Distress Brings New Opportunities to the Food Industry
In today’s society, filled with stress, anxiety, anger, fear, and other negative energies, emotional issues have become a common affliction for people, even triggering a series of tragedies. According to a report released by the World Health Organization, approximately 5% of adults globally suffer from depression, with over 700,000 people taking their own lives each year, making suicide the fourth leading cause of death among the 15-29 age group.
Recently, the DXY Doctor Data Research Institute published the ‘2023 National Health Insight Report – Family Health Section,’ revealing that ’emotional issues’ ranked second among health concerns in the past year. Furthermore, it has led to a cascade of problems, including poor skin condition, sleep disturbances, hair loss, and a general increase in concern about these health issues.
An increasing number of consumers are now focusing on overall health, including mental well-being. ‘Pursuing inner happiness’ has become a crucial theme in today’s era, and this trend is influencing the food and beverage industry.
Global consumer surveys by Innova reveal that more than half of consumers are seeking products that are beneficial to their bodies and provide energy. One-third of consumers are looking for foods and beverages that bring them joy, while approximately one-fifth of consumers express a willingness to spend more money on products containing functional ingredients that ‘promote mental health.
How to ‘Eat’ Happiness Without Burden?
According to Innova’s ‘2023 Global Food and Beverage Trends Report,’ consumers will be seeking foods and beverages that can influence cognitive abilities, control stress levels, and optimize brain function. Many natural ingredients contain various nutrients that can help improve mood, enhance alertness in the short term, or prevent cell damage in the long run to maintain brain health. We have summarized a few key ingredients for reference:
Walnuts: The ‘Hexagonal Warrior’ of Mood Foods.
A report from the California Walnut Commission reveals that globally, foods and beverages containing walnut ingredients with claims related to emotions have a compound annual growth rate as high as 45%. Walnuts are a nutrient-rich functional food, high in proteins, minerals, vitamins, and a good source of magnesium. They contribute to enhancing brain function and alleviating stress and anxiety. Additionally, walnuts have a neutral taste and versatile applications, making them suitable for various product developments.
In the healthy energy bars launched by the snack brand Mother Earth, the chocolate brownie flavor, emphasizing ‘happiness,’ combines natural ingredients such as almonds, oats, sunflower seeds, and cocoa with dark chocolate. This provides a natural source of magnesium, supporting overall health, including mental well-being.
Fermented Foods: A ‘Curveball’ from the Gut to the Brain
Innova data reveals that 47% of global consumers believe a healthy digestive system can improve emotional well-being, while 46% think it can alleviate stress. Serotonin, often referred to as the ‘natural mood stabilizer,’ responsible for regulating emotions in the human body, is produced 90% in the gut, aiding in anxiety and depression relief.
Simultaneously, the gut microbiota plays a crucial role in brain health. Gut bacteria strains contribute to the production of neurotransmitters, sending unique chemical signals to the brain in an interaction commonly known as the gut-brain axis. The gut is even referred to as the ‘second brain.’ Incorporating fermented foods rich in probiotics, such as yogurt, kefir, kombucha, can enhance gut health and contribute to improving mental well-being.
For instance, the ‘superfood’ kefir is rich in tryptophan, aiding in serotonin level regulation. This fermented dairy beverage contains various probiotics that regulate the gut microbiota, positively impacting the gut-brain axis. A research paper published on PubMED Central titled ‘Kefir and the Gut Microbiota Regulation’ observed that consuming kefir could improve anxiety, reduce the severity of depression, and enhance cognitive function.
Adaptogens and Cognitive Enhancers: The ‘Dark Horse’ Components for Mood Healing
In the trend of merging medicine and food, the wisdom of traditional Chinese medicine and Ayurvedic medicine from India is increasingly being applied to food and beverages. Adaptogenic plants such as ginseng, reishi, and maca can regulate the body’s response to physiological and mental stress. Cognitive-enhancing ingredients like L-theanine, South African devil’s claw, and green tea extract can improve cognitive function and enhance brain performance.
PYM company has introduced ‘Mood Chewables,’ made from a blend of pure natural plant ingredients. The key components include GABA and L-theanine, where GABA helps alleviate chronic stress, reduce anxiety, and improve sleep, while L-theanine aids in relaxation, cognitive enhancement, and focus.
Image Source: PYM Official Website
SMPL has launched a series of functional snack bars made from natural ingredients such as superfoods, adaptogens, cognitive enhancers, and fruits. The ‘Energy’ chocolate bar’s core ingredient is natural cocoa, aiming to increase attention and alertness while providing sustained energy. The ‘Focus’ vanilla bar contains 200mg of South African devil’s claw and 200mg of ginseng, enhancing attention and reducing stress. The ‘Calm’ coconut bar includes 200mg of South African devil’s claw, 100mg of lemon balm, and 50mg of magnesium, helping to alleviate stress, reduce fatigue, and maintain focus and alertness. The ‘Immunity’ super berry bar is formulated with elderberry, 1 billion CFU probiotics, and vitamin C, promoting overall health and strengthening the immune system.
Mindright has introduced a line of functional plant-based protein bars in four flavors: chocolate sea salt, peanut butter, toasted coconut, and blueberry almond. These bars include natural brain-boosting antioxidants, cognitive enhancers, and adaptogens, aiming to support a happy and healthy mind. Core ingredients include walnuts, South African devil’s claw, ginseng, cordyceps, prebiotics, sunflower lecithin, MCT oil, marine magnesium, and whole coffee fruit extract, providing 10-11g of plant-based protein per serving.
Sakara Life has introduced dark chocolate granola, comprising gluten-free oats, Brazil nuts, cocoa, walnuts, coconut oil, chia seeds, South African devil’s claw, and sea salt. South African devil’s claw helps the body find internal balance, while black cocoa aids in enhancing alertness and boosting energy. Brazil nuts, rich in selenium, help improve vitality and uplift mood.
Sakara Life Dark Chocolate Granola. Image Source: Sakara Life Official Website
Conclusion
Once, anxiety and stress were topics people avoided discussing, and it seemed that continuous striving and endurance were the expected attitudes in society. However, today, people are paying more attention to their own feelings and actively seeking psychological healing. This shift is crucial for the overall positive functioning of society.
The exploration of “dopamine foods and beverages” is not intended to replace medication or therapy but rather positioned as a tool to combat everyday stress, making it a part of daily life and helping consumers achieve a better and more positive state of being.
For food and beverage brands, the choice of ingredients and product development may not be the greatest challenge. The primary issue at this stage is how to conduct effective market education, reducing the stigma around discussing mental health and actively seeking help in the public.
References
[1] The Food Navigator Podcast: Mood food for mental wellbeing – how can the industry capitalise Food Navigator
[2] Depressive disorder (depression), World Health Organization
[3] “2023 National Health Insight Report – Family Health Section,” DXY Doctor Data Research Institute
[4] Innova Market Insights. 2019 Consumer Survey.
[5] “2023 Global Food and Drink Trends,” Mintel
[6] “Sometimes you feel like a nut: almonds in the mood food movement,” Food Navigator
[7] “Mental and emotional wellbeing: Targeting the ‘feel good’ factor and specific mood needs,” Innova Market Insights
[8] “Kefir and Intestinal Microbiota Modulation: Implications in Human Health,” PubMED Central
