In the past, cognitive health supplements traditionally targeted two ends of the age spectrum—healthy development for infants and children, and anti-aging for seniors. However, supporting the brain is a universal concern, with consumers of all ages increasingly turning to natural ingredients to help boost memory, concentration, mental acuity and executive function. Athletes, executives, academics, young mothers and middle-agers are all equally viable cognitive health candidates. Takeaways include: *Retaining mental sharpness during aging is a top health concern of consumers ages 18 to 75 years. *From 2016 to 2017, the U.S. market for cognitive health products grew 37.2% to US$131.9 million. *Omega-3 fatty acids DHA and EPA are the building blocks for all cells, including those in the brain.