亚太地区在大脑时代的创新（英文）

1Powering the Mind:Innovations for Asia-Pacific's Cerebral Age2PREFACEToday's 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 after—in 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 today’s society. A new study funded by China’s 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 today's 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, whi