While consumers have long turned to food for emotional comfort, what they are reaching for is changing. Rather than just reaching for indulgent and nostalgic foods as a coping mechanism during difficult times, consumers increasingly are reaching for natural, healthier products to proactively support their emotional and mental wellbeing. From adaptogens, nootropics and botanicals to pro- and pre-biotics that support the gut-brain axis, we explore what types of foods, beverages and ingredients consumers lean on for emotional support and how consumer brands are incorporating them in products and talking about them in marketing.