Mental Health is now a household term and its importance to consumers shows no signs of slowing down. In fact, mental health is beginning to outpace physical health in terms of consumer importance. Some brands are already successfully disrupting the way we talk about mental health and how we provide support, but there is still work to be done and opportunity to be had. In this presentation, we unpack future opportunities with the most affected audiences and the most relevant sectors, including food and beverage, beauty and personal care, and the workplace.

1. Mintel
THE FUTURE OF MENTAL
HEALTH
2022
Prepared by Mintel Consulting & Advisory

2. • The modern mental health landscape: How has the
pandemic impacted mental health? Which audiences
have been hit the hardest? What are they using to
cope?
• Food and beverage: How can functional ingredients
and the experience of eating and drinking help
consumers manage their mood?
• The role of beauty: How can brands connect inner
and outer beauty? How will beauty and personal care
be an opportunity to engage men in the
conversation?
• The role of the workplace in mental health: How has
school and work played a role in mental health and
what are companies and brands doing about it?
• Next steps: What comes next?
WHAT WE’LL EXPLORE

3. 3
The Modern Mental
Health Landscape

4. 4
68%
Of US adults have experienced a mental health condition
over the past year, with stress and anxiety leading in
conditions experienced.
Source: Mintel’s Managing Stress and Mental Wellbeing - US, 2022

5. Mental health is everywhere.
Mental health is now a household term. Moving forward, consumers will need support with the diagnosis and treatment stages of their mental
health journey.
5

6. And is only becoming more important,
exacerbated by COVID-19.
6 Source: Mintel’s Global COVID-19 Tracker, June 3-18, 2021
49%
46%
34%
29%
27%
14%
15%
0% 25% 50% 75% 100%
Experienced more stress than usual
Looked for more ways to de-stress and relax
Struggled to sleep
Learned more about how to manage my stress
Struggled to improve my wellbeing on my own
Found it hard to find resources on managing
stress
None of these
Since the start of the COVID-19 pandemic, I have…
Americans have accepted a higher level of strain and unease as normal amid the pandemic’s
challenging circumstances, and mental health is beginning to outpace physical health in terms of
consumer importance.

7. Spikes in mental health symptoms correlate
with COVID-19 surges.
7 Source: Mintel’s Global COVID-19 Tracker, June 3-18, 2021, US Census Bureau, Household Pulse Survey, April 2020-October 2021
Indicators of anxiety or depression based on reported frequency of symptoms during last 7 days, 2020-21

8. 53% of consumers say the pandemic made them
want to take better care of their mental health &
43% of people say they are paying more
attention to their mental health and wellbeing
compared to a year ago.

9. How we talk about mental health is shifting.
Brand campaigns and partnerships are modernizing the way we think and talk about mental health by identifying
stigmas, emphasizing the importance of expert-led treatment, and strengthening our prioritization of self-care.
9
Maybelline introduced its “Brave Together” global
initiative to support those suffering from anxiety and
depression. The brand shared real peoples’ mental health
stories and partnered with mental health experts to
provide support tools.
Better Help’s “That’s unhelpful” campaign identifies
a common problem that people experience when
communicating mental health concerns with non-
experts - reductive and impersonal feedback.
After Naomi Osaka withdrew from the 2021 French Open
to protect her mental health, partners NIKE and
Mastercard both defended her decision and publicly
stated her act of courage should serve as inspiration for
how we prioritize our mental health.

10. AND – there is no one-stop-shop for mental health resources.
Apple has established research
partnerships signaling the
development of an algorithm
that would assess a consumer’s
mental health status through
their iPhone.
10 Source: Mintel’s Managing Stress and Mental Wellbeing – US, 2022
53%
35%
29%
23%
21%
19%
18%
15%
13%
13%
12%
6%
0% 25% 50% 75% 100%
Family/friends
Social media
Books
Apps
Prescription products
Psychologist/therapist
General practitioner
Psychiatrist
Wearable devices
Over-the-counter products
I do not actively manage my…
Other, please specify
What resources do you use to manage your mental health and wellbeing?
Consumers are utilizing a variety of (mostly non-professional) resources to tackle their mental
health, leaving opportunities for brands and products to step in and provide support. Brand Spotlight
Health technology company Ellipsis Health uses
machine learning technology to detect and assess
depression and anxiety through users’ speech

11. Certain consumer segments are more negatively
affected in terms of mental health.
11
Younger consumers (Gen Z), under index
for feeling in control of their mental
wellbeing, yet they are also the age
group least likely to feel comfortable
discussing mental health matters.
The pandemic has
disproportionately affected women
thanks to unbalanced job loss and
childcare responsibilities, resulting
in significantly increased stress.
Parents of young children, especially
mothers, are floundering within a
system that demands prioritization of
work and childcare at the expense of
mental wellbeing.
GEN Z WOMEN PARENTS
1 in 5 consumers aged 18-24 label
their mental health as poor or very
poor, more than any other age group
38% of parents with children
aged 12 and under are concerned
about their stress or anxiety levels
56% of US women age 18-34 say they are
showing physical signs of mental health
strains (e.g. hair loss, skin issues)
compared to 45% of men age 18-34

12. 12
Food & Beverage

13. Food & beverages are at the forefront of mental health.
13
Though not a substitute for psychological experts or prescription medication, such products can give consumers a mental
boost in formats that are more accessible, more fun, and less intimidating in terms of active ingredients.
$0.00
$1,000,000.00
$2,000,000.00
$3,000,000.00
$4,000,000.00
$5,000,000.00
$6,000,000.00
"Relax" "Mood" "Adaptogen"
2020 2021
107
95
157
172 163 156
226
300
248
238
219 223
0
100
200
300
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
(incl.
Oct)
Number
of
patent
families
Publication year
Patent activity in cognitive health has more
than doubled over the last 10 years
Spend ($) on digital advertising messaging in food and
drink categories, 01/2020-12/2021

14. Food and beverages have been the first to offer
mental health benefits.
Range of mental
health support
Reduced anxiety,
coffee replacements
Creating a mental
health ritual
Lifeway Foods is previewing Lifeway
MSHRM Oat, its new line of adaptogenic
functional mushroom beverages at the
Winter Fancy Food Show 2022
Figgee - a coffee alternative
that's made from figs
Beverages with mental health claims are more common than foods, likely due to established associations of calm and concentration with beverages like tea and coffee.
Steep & Mellow – teas
made with science-
backed adaptogens and
natural nootropics
Recess– functional
flavored sparkling waters
that claims to offer a
"calm, cool, collected"
feeling

15. 33% of US adults
are interested in
healthy/better-for-you
foods that offer
emotional wellbeing
benefits.
20%
of US yogurt buyers would
be encouraged to
purchase more if they had
cognitive health benefits,
19% if they provided stress
relief.

16. Adaptogens
● Help regulate cortisol levels
● Combat stress, fatigue and restlessness
● Reduce mental and physically anxiety/
feeling overwhelmed
16
Nootropics
&
Holy Basil / Tulsi
Eleuthero
Rhodiola
Ashwagandha
Reishi Mushroom
● Enhance cognitive function
● Improve memory, creativity and concentration
● Stay focused and motivated
● Protect brain from chemical imbalances
● Increase the body’s ability to control muscle
contractions and relaxations
Lion’s Mane
B Vitamins
Caffeine
Turmeric
Ginseng
Examples

17. When it comes to mental health, key ingredients
are touted on-pack.
Retreat Foods makes nut butters that help
educate users about the multifaceted
health benefits of adaptogens, like
cordyceps and reishi, which the brand
utilizes in its products to tackle the
interwoven issues of stress, hormone
regulation, and more (US).
Evian+ Sparkling Mineral Enhanced Drink
contains magnesium sulphate and zinc
sulphate to "ignite the mind." The
"mindfulness mineral," magnesium, can
help activate the parasympathetic
nervous system, helping the body rest
and relax (Canada).
Magnesium
L-theanine Mushrooms
Soulboost from PepsiCo contains
200mg of L-theanine to help
support relaxation (US).

18. Happiness and food are highly connected.
Finding peace in a
process
A new permissible
indulgence
Injecting fun into the
everyday
King Arthur Flour encourages
consumers to disassociate from life’s
stresses through baking.
Kraft Macaroni and Cheese urged consumers to go
easier on themselves this year by embracing
comfort and rejecting burnout.
Mental health benefits do not have to manifest as an ingredient. Food affects the pleasure and reward centers of our brains by producing dopamine neurons that are
primed for activation by any sign of food. The process of eating and preparing food can offer an emotional escape and sense of comfort that improves mental health.
Trader Joe’smug hangers allow
consumers to bring joy into an otherwise
mundane experience.

19. 19
Beauty & Personal Care

20. Mental health not only affects what’s on the inside, but what’s on
the outside as well.
20
56% of US women & 45% of men
age 18-34 say they are showing
physical signs of mental health strains
(e.g. hair loss, skin issues)

21. People are turning to beauty routine in order to address
mental health – with both functional products and as a
physical way to distress.
21
24% of US consumers say “they
sometimes use my personal care routine
as a way to relax”
In the US, 28% of consumers state that they
are spending more time trying to improve
their hair health now than they were before
COVID-19
Nioxin Anti-Hair
Loss Serum
Dancoly Angel en Provence
Rosemary Hair Activating
Shampoo & Conditioner
Tackling Hair Loss

22. More now than ever, men are staying
attuned to mental health.
● Despite 86% of men agreeing that mental health resources are more
important now than ever before, men have their own distinct barriers to
communicating and advocating for their mental health.
● Personal care will be an entry point for brands. By encouraging self-care,
brands are encouraging men to take extra steps in their routines for
themselves.
22
24% of US men who use personal care
products at home agree that they
sometimes use their routine as a way
to relax
31% of US men are interested in
beauty/grooming products that help
them relax
Better Help runs male-
focused social media ads to
start conversations about
men's lack of comfort
discussing and finding
treatment for their mental
health.
A stronger focus on wellness and self-care, along with a more
open discussion about mental health will have more men seeking
brands that can offer a momentary escape.
Heads Together & the FA partnered
to bring the Heads Up campaign,
which equates mental health to
physical health.

23. Australian personal care
brand STUFF champions healthy masculinity
by encouraging men to dedicate time for
emotional wellness. It also donates a share
of profits to fund young
men's mental health thanks to its
partnership with The Man Cave.
Fragrance 'for mental health'
Aromatherapy claims are taken to the next
level with Tamar, a perfume brand that
claims to be the "the world's only perfume
for mental health". It is a unisex brand that
focuses on the healing properties of scent
for self-care.
Dove Men + Care promotes the idea of
self-care and wellness. It positions having
men take better care of themselves as a
selfless act, as they highlight how men
caring for themselves benefits those
around them as well.
A few brands are tackling men’s mental health head on.
Healthy masculinity‘ Self care ‘permission’

24. Mental Health in the Workplace

25. Mental health is being talked about in new places.
25
Jansport’s #Lighten the Load aims to
destigmatize mental health
conversations by encouraging Gen Z’ers
to talk about what’s weighing them
down.
The Book of Man partnered with TBWA
London to acknowledge the effects of Zoom
fatigue by launching the Sound the Excuse
soundboard,which generates excuses for
workers to jump off zoom calls.
Thanks to extended periods of remote work and employers that are feeling the financial strain of the pandemic,
American workers are mentally exhausted and burnt-out, contributing to The Great Resignation.
57% of US consumers have personally felt
the effects of burnout over the past year

26. The popular Meditation app Headspace now
has an employee mental health solution
made for organizations. It includes
community programming as well as a
metrics dashboard to measure impact.
Mental Health Days
The Realworld app is designed with Gen
Z’ers in mind. By providing support and
guidance on everything from salary
negotiation to budgeting, it aims to
ease young adults’ anxieties about the
future.
Employers and employees are looking to tackle challenging
pandemic-era working conditions and rising resignation rates.
HEADSPACE FOR WORK NAVIGATING ADULTHOOD
Brands are taking a critical stance by
prioritizing their employees mental
health and wellbeing through paid
days off, disconnect breaks during
the day, and the inclusion of therapy
in healthcare packages.

27. What’s Next?

28. Base: 2,000 internet users aged 18+
72%
55%
54%
53%
53%
49%
38%
37%
35%
34%
28%
45%
47%
47%
48%
51%
62%
63%
65%
66%
0% 25% 50% 75% 100%
I use entertainment as a form of escape from my daily life
I have felt more emotional/moody in the past year
My memory does not seem as good as it used to be
I constantly worry about the future
I find it hard to concentrate at times
I have difficulty sleeping due to stress
It's sometimes difficult to put coherent thoughts together
I lose my temper more quickly
I have physical signs of mental health strain
I am not as productive at work as I was a year ago due to…
Agree Disagree
There is no one-size-fits-all for mental health, and there is still a lot
more work to be done.

29. GLOBAL NEW
PRODUCT DATABASE
Mintel’s Global New Product Database is the world’s most
comprehensive set of structure data with 2,000 new products
added from 86 countries, every day. There is rigorous coverage of
CPG and non-traditional retail channels. This includes more than
80 fields of information in each product record ranging from
ingredients and texture to packaging and claims.
The result? Nearly 40 million data points added every year.
Category: Al Food & Beverage
Markets: US
Methodology – Dataset

30. Momentum Score
Our Momentum Score (MS) is a score
indicating how consistently a claim’s
prevalence index has been increasing or
decreasing in the market and product
category. Claims with a positive MS have a
larger MPI each subsequent year for the past
five years and is therefore a growing claim.
Recent years are weighted more heavily. As
this index increases, we are more and more
confident that the trend will continue.
Market Prevalence Index
Our Market Prevalence Index (MPI) is a
score indicating how prevalent a claim is
relative to other claims available in our
analysis. This index works similar to a
percentile rank of the number of product
launches in a given market and category
associated to a single claim. A claim with an
MPI of 50 would have occurred in more
product launches than 50% of all available
claims in the selected market and category.
Our research suggests that claims with an
MPI of 50 and above account for 90% of the
launch activity in a market.
We used our Market Prevalence Index and Momentum Score to generate our Claims Energy Maps, which helped our team
assess the trajectory of claims in launches within each category in the United States.
Claims Energy Map – Example
Methodology – Statistical Energy Mapping

31. Our models show that launches follow a common natural phenomenon – a relatively small set of top claims
represent the majority of launch activity. We will use the statistical distribution of claims across launches to
generate the zones in each energy map and assess the trajectory of each claim for recommendations.
Predominant
Claims with a prevalence index of 89 or higher
account for up to 50% of total launches – these make
up the Predominant region.
Predominant
Predominant
Established
Claims with a prevalence index of 75 or higher
account for up to 80% of total launches. Claims in this
set but not in the Predominant region make up the
Established region.
Established
Established
Emerging & Fading
Claims with a prevalence index of 57 or higher
account for up to 90% of total launches. Claims in this
set but are not in the Predominant or Established
regions make up the Emerging and Fading regions.
Those with a positive momentum score are Emerging
and those with a negative momentum score are
Fading.
Emerging
Fading
Novel & Niche
The rest of the claims – those that have a prevalence
index lower than 57 – make up the Novel and Niche
regions. Those with a positive momentum score are in
the Novel region and those with a negative
momentum score are in the Niche region.
Niche
Novel
Energy Map Regions
Analysis – Statistical Energy Mapping

32. Brands Shift to Functional Benefits and Nourishment in Food & Beverage Innovation
Below is a statistical map of claims made on pack for All Food & Beverage launches in the United States. The ‘Functional – Stress & Sleep’ claim is declining
significantly in launches, but the ‘Functional – Brain & Nervous System’ claim is an emerging claim with significant growth. This phenomena suggests that
brand innovation in Food and Beverage categories is shifting from a wellness approach of reducing stress towards one of nourishment and functional benefits.
Functional – Brain & Nervous System

33. The time is NOW to tackle mental health, as it
will only continue to increase in importance.
Our custom research experts design rigorous and reliable research that digs deep to understand how consumers behave relative to your category and brand to
deliver actionable insights and recommendations for growth.
33
• Explore specific consumer segments to understand your core consumer and keep
tabs on how they are feeling
• Where are your consumers seeking help? How do they expect your brand to support
them?
• Where does their insurance coverage have gaps and where may they need
assistance?
• Are they interested in seeking tangible rewards (e.g. free access to meditation apps,
fitness classes) with your brand?
• What messaging resonates with consumers? Which message do they prefer and
where are they seeking it?
• What are their expectations for brands in this space? Where are they seeking
assistance? What platforms resonate with them?
What functional benefits stand
out and to which consumers?
How do you reach your consumers and what do
they need from you and your brand?
• Which claims and ingredients resonate with consumers?
• What products are consumers using to help various aspects of mental health
and where are they shopping for them?
• Where are they going for information? Which resources do they trust for
information around these products?

34. Brands have the opportunity to tackle mental
health head on, and better help consumers in
their time of need.
34
• What if beauty and personal care brands focused on mental health management as the first step toward feeling beautiful
not only on the inside, but on the outside as well?
• What if companies look beyond access to such services and focus more specifically on the quality of mental support they
provide to employees?
• What if you were to address women’s or children’s struggles with physical solutions?
• What if products began to offer mood-boosting benefits?
• What if brands began to further tackle the hair-loss problem caused by stress and anxiety of COVID-19?
• What if we reevaluated systems of support for young children and parents?
• What if we simplify the search for support?
• What if we brought men into the mental health conversation?
• What if food brands transformed cooking and baking into a meditative experience?
• What if brands gave consumers the permission they need to take a break?
• What if more foods entered the mental health space, learning from beverages?
• What if brands subtly nudge consumers toward better habits while also being convenient and straightforward?
• What if brands provided targeted mental health solutions on groups most affected (i.e., parents, women, kids, employees)?
• What if stress was treated more like a mental health condition or a disease?

35. PARIS HOGAN
Sr. Consultant
phogan@mintel.com
THANK YOU
KAITLIN KAMP
Sr. Marketing Intelligence Strategist
kkamp@mintel.com