While they may not talk about it much, Americans are seriously concerned about their cognitive health. In surveys conducted by AARP and ASA-MetLife Foundation, more than 4 out of 5 people older than 50 say “staying mentally sharp” is their number one priority. In fact, deteriorating mental state concerns baby boomers more than death itself.

What’s more, nearly 9 out of 10 consumers believe it’s possible to improve cognitive fitness and trends in consumer spending show they are doing just that.

This category has been surging, so much so that forecasters say that brain health supplements will revolutionize the industry in much the same way heart health did years ago.

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