Consumers of all ages want to be proactive in preserving their cognitive health.
Theoretical neuroscientists may argue, “Are we our brains?” But no matter what the answer, the brain plays a huge role in making us who we are, and consumers are thinking about their cognitive health and hoping to preserve and enhance it.
“The state of the market for cognitive health products is very strong,” said Cheryl Myers, chief of scientific affairs and education at Wisconsin-based EuroPharma, Inc. “Our minds are, in many ways, the essence of who we are, and preserving that is something that interests a great many people. I think the demographics may be shifting to a younger range for two basic reasons. One, people are more aware of brain issues, including problems with concentration and stress at much younger ages, and two, because people want to be proactive in preserving their cognitive health and well-being for healthier aging.”
Jennifer Weinhardt R&D specialist with Texas-based Bluebonnet Nutrition, added that it’s an exciting time in the brain health supplement market. “Now more than ever, individuals are looking for not only memory, retention and cognitive support, but also for focus and attention enhancement products.”
In fact, the use of cognitive health supplements has increased significantly over the past two years (up from 17 percent to 25 percent), particularly among Millennials and GenXers, according to 2018 Gallup data. “While it is disheartening that the proportion of adults who report experiencing cognitive problems has increased considerably over the past few years (up 8 percent from 2014),” Weinhardt noted, “it is exciting that the natural health products industry now offers products to help ease this burden. It is also encouraging that consumer confidence in brain health category is on the rise. Six in 10 adults believe cognitive health benefits can be achieved by taking nutritional supplements, while 31 percent are ‘very’ confident in the benefits of dietary supplements. This percentage has increased since 2014.”
Clearly, there is a huge market for consumers looking to boost their brainpower by improving memory, focus and overall cognitive health. In fact, in reviewing these statistics, it’s no wonder that the SPINS data indicates a nearly $32 million market for products associated with cognitive health.
• 72 percent of consumers are looking for benefits to memory
• 59 percent want to maintain healthy brain functions
• 57 percent are looking to prevent memory loss
• 55 percent need help concentrating
• 48 percent are seeking increased focus. In 2000, the average attention span was 12 seconds. Then in 2015, the average attention span had shortened to 8.25 seconds, according to Statistic Brain Research Institute.
• The number of Americans over the age of 65 is projected to more than double in the next 40 years, increasing from 40.2 million in 2010 to 88.5 million in 2050.
In addition, Robin Rogosin, vice president of product development at LifeSeasons in Texas, noted that industry forecasters have reported that brain health supplements are growing dramatically, at a compound annual growth rate of close to 9 percent.
Market Progression
An increased awareness of the value of brain health supplements, along with scientific discoveries, and the aging of Baby Boomers has fueled product innovation and sales, Rogosin said. “Recent books, such as The End of Alzheimer’s by Dale E. Bredesen, MD, have empowered customers to consider a lifestyle/diet/supplement approach as opposed to prescription drugs to forestall and perhaps prevent the cognitive decline that may accompany aging.”
Jolie Root, senior nutritionist and educator with Illinois-based Carlson Laboratories, pointed out that aside from the rising number of seniors there are also larger numbers of people dealing with issues of anxiety and depression and long-running wars are creating more individuals who struggle with PTSD (post-traumatic stress disorder). “Those buying these supplements are senior citizens, adults dealing with memory and mood issues, veterans who struggle with mood issues and post traumatic stress disorder, parents of children who have learning challenges, and expectant mothers,” she said.
At LivOn Labs in Nevada, the company said that it has seen that its customers are facing new challenges with the evolution of other factors outside of the supplement market. Diminishing attention spans and constant distractions are leading younger people to search for supplements that help them focus. They are also inundated with prescription drug advertising that includes lengthy lists of side effects, and would prefer a more natural solution.
More manufacturers agree that the cognitive health market is broadening. “The market is changing in that brain health was once thought to be for only the older generations,” said Ruby Roberts, senior operations manager with Oxylent/Vitalah in California. “With the complexity of today’s world and the speed at which it is evolving, our brains are being exposed to demands that are higher than ever before. With everyday foods lacking the nutrients we need, it is imperative to fill the gaps with supplements like our newest formula, Memory Oxylent. There has been an increasing awareness of the benefits of these supplements that result in gaining an edge in memory enhancement, attention, focus as well as overall cognitive development.”
Rogosin also pointed to the issue of poor lifestyles—especially with young people. “There is a continuum of cognition challenges during youth, when stress, junk-food diets and lack of exercise may undermine concentration and focus,” she said. “As we age, poor habits can become further embedded, which may make us more susceptible to forgetfulness. Manufacturers are targeting the entire spectrum from youth (attention deficit) through seniors (memory loss).”
Retailer Mena Edwards, manager of Florida Health Foods with two locations in Jacksonville, which is celebrating its 50th anniversary, agreed with manufacturers regarding the range of ages using these supplements. Florida is home to the highest percentage of elderly in the U.S. (California has the highest number), and Edwards stated that the store has a loyal customer base of seniors and caregivers. But they aren’t the only ones purchasing products for cognitive health. The store also sees adults in their 30s returning to school asking for memory and focus supplements to keep up with the younger crowd, she noted. For them, ginkgo products, Focus for Adults by Soloray and Mental Clarity Information Retention by Irwin Naturals are popular choices.
The younger audience also changes the retail landscape. “With the ever-increasing e-commerce market, as manufacturers we need not only to develop more progressive and affordable products, but also utilize peerless promotional campaigns to reach these new-age online shoppers,” Roberts pointed out.
Smart Ingredients
Lead ingredients for brain health supplements truly vary. “Many prefer the more common ingredients including omegas, L-theanine and citicoline while others may look for herbals including ginseng, gingko, yerba maté, huperizine A and green tea. As manufacturers, we understand the consumer’s needs and demands, which is why we offer many of these leading ingredients in our newest formula, Memory Oxylent,” Roberts said. According to Rogosin, “B vitamins, including B6 and B12, play an important role in lowering homocysteine levels, which can attenuate cognitive decline. Herbal ingredients, such as ginkgo and bacopa, improve blood flow to the brain and improve reaction time. Phosphatidylserine (PS) and essential fatty acids are protective and nourishing to the nerves and the brain. Huperzine A and lion’s mane mushroom are also gaining in popularity.”
Rogosin noted that huperzine A is a nootropic plant that belongs to the huperziaceae family and is indigenous to China. It’s used today to improve memory, attention, reasoning ability, as well as other cognitive functions.
In addition, studies have found that lion’s mane mushrooms contain two special compounds that can stimulate the growth of brain cells: hericenones and erinacines.
Root noted Carlson’s important ingredients for cognitive health: “Omega-3s, especially EPA for mood issues, combined EPA and DHA for learning issues and DHA for memory in elders, and in younger adults, mood and traumatic brain injuries. Phosphatidyl serine is still a strong ingredient, curcumin is gaining ground, and the B vitamins remain relevant. Carlson sells these products.”
Curcumin, according to Myers, is one of the best-studied and most effective natural medicines for cognitive health. “Of course, omega-3 fatty acids and phospholipids, which help build the endocannabinoid system, along with phytocannabinoids from hemp and other botanical sources,” she said “Hemp oil supplements are now dominant and still fairly recent players in the field, so it’ll be interesting to see how this develops in the future.”
At Bluebonnet, Weinhardt said that the R&D team believes that Cognizin is one of the most exciting cognitive-enhancing ingredients available. It is a water-soluble form of citicoline that is broken down during intestinal absorption and passes through the blood/brain barrier, which is then reconstituted in the brain as citicoline. Citicoline is a naturally occurring nutrient found in the brain that helps it stay alert and focused. “It’s nature’s way of keeping the brain’s energy-producing centers firing on all cylinders,” she said.
Also at Bluebonnet, Sharp•PS Green is another promising nutrient that delivers a proprietary PS powder, derived from sunflower lecithin (as opposed to the common soy-derived PS), containing 60 percent PS. Weinhardt explained that phosphatidylserine, a structural component of cells, is found in all biological membranes of plants, animals and other forms of life. The human body contains about 30 g of phosphatidylserine, about half of which is found in the brain. PS was shown to be essential for proper brain function, specifically for communication between brain cells. It also plays a vital role in several metabolic processes, such as activation of cell membrane-bound enzymes and is involved in neuronal signaling. “The cognitive health benefits of PS have been proven in more than 30 clinical studies, which show that PS supplements can significantly improve memory recognition and recall, decision-making, and mental flexibility, without any side effects,” she noted.
Sébastien Bornet, vice president of global sales and marketing with Horphag Research (exclusive supplier of Pycnogenol and Robuvit), said “Clean label is still a big trend in the supplement space, and this holds true for brain health supplements as well. Our flagship ingredient, Pycnogenol, an extract derived from French maritime pine bark, is shown in numerous studies to support cognitive function. Research includes:
• Most recently, a 2018 study showed Pycnogenol to improve symptoms of mild cognitive impairment (MCI), a potential risk factor for dementia and other degenerative cognitive conditions. This research showed that supplementing with Pycnogenol resulted in an 18 percent improvement of Mini-Mental State Examination (MMSE) scores.
• A 2015 study showed that Pycnogenol helps to improve attention span, decision making, memory and overall cognitive function for Baby Boomers (ages 55+).
• A study published in 2015 found that supplementation with Pycnogenol helps to improve memory, focus, decision-making and mood in working professionals.
• A 2011 study found that Pycnogenol helps to improve memory and test scores in college students. Study participants also reported a 17 percent improvement of test anxiety.
For preventative maintenance, LivOn noted that while middle-aged audiences are interested in acetyl L-carnitine, the younger audience sees it, with its ability to transport dietary fats to brain cells to create energy, as a promising way to support mental energy and cognitive health. And not just to power through a study session; they are looking for a way to avoid the dependence on prescription drugs that has become an accepted part of aging.
Product Line Up
Manufacturers are offering a variety of supplements that provide support for attention, focus, brain energy, protection and inflammation.
At Carlson, the company has expended its product line of higher potency concentrated fish oils in both liquid and soft gel forms. The company has a liquid product called Elite DHA that provides 2270 mg DHA and 430 mg EPA in a single teaspoon, according to Root.
Roberts said Memory Oxylent offers a complete blend of natural ingredients to support cognitive function, brain health and mental clarity, which includes Cognizin Citicoline, which has been clinically studied to provide nutritional support for attention, focus and brain energy.
EuroPharma is expanding its Hemp Select supplements to include a liquid form in addition to its hemp oil in capsules and its hemp oil combined with clinically studied curcumin.
And at Bluebonnet, the company is anticipating a winter launch for its newest addition to its whole food-based, structure-function line, Targeted Choice BrainPower Vegetable Capsules. “This formula offers a unique blend of sustainably harvested or wild-crafted herbal extracts and other neuro-nutrients to help support the brain’s proper response to stress and communication between nerve cells,” said Weinhardt. “These neuro-protective ingredients—bacopa, lion’s mane, citicoline, phosphatidylserine and wild blueberry fruit extract—have been shown to help boost memory (retention/recall) and mental alertness, improve occasional forgetfulness, promote the ability to concentrate, increase attention span, reduce mental fatigue, and enhance overall cognitive performance. Plus, it is non-GMO (genetically modified organism), vegan, kosher-certified and free of common allergens, which is important for those who are looking for a truly wholesome solution to support memory, focus and attention, as well as improve overall cognitive function.”
In keeping with the stress and inflammation influence on different brain disorders Washington-based Natural Factors offers the following supplements:
Brain Fix contains: curcumin, an antioxidant that supports healthy inflammatory responses, helps reverse stress-induced memory and learning problems; bacopa, which supports emotional well-being and promote cognition, normalizes the stress hormone cortisol and promotes brain health; ashwagandha, which has stress-relieving properties and protects against cellular degeneration, occasional nervousness, low mood and nervous system issues; chamomile, which is effective for supporting emotional well-being and promoting a feeling of calm, supports healthy inflammatory process especially in the gut; and boswellia, used for centuries to support healthy inflammatory responses, stimulates growth of neurons and promotes cognition.
Also, Natural Factors’ 3 Brain total provides foundational supplements that help protect the brain, help it function optimally, as well as support the gut-brain and the heart-brain connection. It contains: PS that helps support the brain during normal age-related decline; meriva curcumin— a potent antioxidant and support for healthy inflammatory responses that related to mood disorders and cognitive decline; omega-3 fatty acids—highly concentrated in the brain and deficiencies have been linked to cellular damage, poor emotional health, and cognitive problems; grapeseed extract— free radicals cause damage to cells and DNA which contribute to aging as well as poor heart health and memory decline; and probiotics to support mental health, lower cardiovascular risk factors and promote intestinal health.
Recently launched, LifeSeasons Neuro-T combines B vitamins, bacopa, huperzine A and ginkgo along with stress management nutrients such as L-theanine and holy basil since stress and anxiety can cause challenges with concentration and focus.
Rogosin noted that Neuro-T is a nootropic formula (from the Greek for “mind change”), in direct response to the ever-more-competitive demands on students and young professionals.
Brainy Trends
Brain-boosting supplements have been a popular topic in the supplement industry for years, and recently, that conversation has been growing as a result of the popularity of nootropics, agreed Bornet. “In fact, Pycnogenol is included in multiple finished products designed to enhance cognitive performance and provide maximum long-term brain function. More individuals are interested in purchasing products that are backed by research to support their claims for cognitive health. We’ve also acknowledged that consumers are doing more research at the point of purchase, and seeking ingredients that are natural, safe and effective for their health needs.”
While the ultimate trend may be overall brain health, many consumers want to hone in on their individual cognitive needs. From mental clarity to mood enhancement to improved memory, the brain trends are ever-evolving based on our demanding lifestyles, Roberts pointed out.
Weinhardt stressed the shift from solely memory-based formulas to those that also include support for attention and focus. “But there has also been a movement in our industry as a whole toward transparency with regard to sourcing of raw materials, testing and labeling.”
She added that Bluebonnet has taken a proactive lead on this effort because the company believes consumers have the right to know what they are consuming. “For nearly 28 years, Bluebonnet has worked to positively impact the world and every person whose life we touch, and it all starts with transparency. So we take whatever steps are necessary to deliver precisely what’s promised on every Bluebonnet label. This includes sourcing of the finest raw materials, manufacturing most of our products in-house and having them tested by our own in-house analytical lab. Furthermore, we send out for third-party verification when necessary. We also perform accelerated and long-term stability testing to ensure that potency levels will be maintained through the expiration date. It’s about delivering to the consumer the best possible dietary supplement available.”
In all supplement categories, Weinhardt noted, clean label initiatives are one of the biggest contributors today. The primary focus with regard to cognitive support products includes:
• Non-GMO
• Whole food-based formulas
• Free of common allergens
• Sustainably sourced herbal extracts
• Vegetarian/vegan
• Kosher-certified
Sales Assistance
Guidelines for merchandising categories of products together, such as mood, stress, sleep, and memory provide retailers an opportunity to discuss the notion that the brain and nervous system health are intertwined with sleep and mood, Rogosin suggested.
“Promotions could be coordinated for groupings of these products, so that off-shelf presence can educate customers about the value of supporting mood, for example, to support brain health. Product literature is useful for educating retailers. Also, labeling with color blocking is helpful, identifying ‘families’ of products that can be merchandised together,” she said.
Roberts suggested that retailers have customers look at their phones. “Access to apps and widgets is as easy as a click of a button. Amongst these apps include brain, memory and mind games/exercises that can be collaborative marketing tools to advertise the needs and benefits of brain health products while assisting in their brain development at the same time.”
In addition, Myers offered that retailers hold educational events that zero in on the desire to stay sharp. “They could include plenty of printed info for people to take home, ‘brain-teaser’ puzzles, and of course, a ready display of brain-supporting supple-ments like CuraMed Brain, our Hemp Select line, AnxioCalm and Vectomega.
“More seriously,” she added, “Having speakers available who can speak skillfully and compassionately about anxiety, depression or cognitive challenges, will go a long way to building your relationships with your customers and doing a very real service to promoting good health.” VR
For More Information:
Carlson, www.carlsonlabs.com
EuroPharma, www.europharmausa.com
Horphag Research, www.pycnogenol.com
Life Seasons, www.lifeseasons.com
LivOn, www.livonlabs.com
Oxylent/Vitalah, www.oxylent.com
