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Minding the Store—The Brain-Health Category Reigns Supreme

by James Gormley | December 1, 2022

Panelists:

Ramona Billingslea, Marketing Manager, Betsy’s Health Foods, Spring, TX, www.betsyhealth.com

Sébastien Bornet, Vice President Global Sales & Marketing, Horphag Research, Geneva, Switzerland, www.pycnogenol.com

Gene Bruno, MS, MHS, RH(AHG), Vice President of Scientific & Regulatory Affairs, NutraScience Labs, Farmingdale, NY, www.nutrasciencelabs.com

Katie Emerson, MS, RD, LDN, Manager of Scientific Affairs, Nutrition21, Saddle Brook, NJ, www.nutrition21.com

Jay Levy, Director of Sales, Wakunaga, Mission Viejo, CA, www.wakunaga.com

Trisha Sugarek MacDonald, BS, MS, Senior Director of Research & Development, Bluebonnet Nutrition Corporation, Sugar Land, TX, www.bluebonnetnutrition.com

Haven McCall, DRSc, CEO, Canyon Labs, Bluffdale, UT, www.canyonlabs.com

Cheryl Myers, Chief of Scientific Affairs and Education, EuroPharma, Green Bay, WI, www.europharmausa.com

Kim Plaza, Technical Advisor, ADM Protexin, Miami, FL, www.bio-kult.com

Jay Wilkins, ND, Bionox, Greenville, SC, www.bionoxusa.com

Call this category what you will—brain health, cognitive health or nootropics—the bottom line is that the world’s population is becoming increasingly gray. In fact, in the U.S., older adults (people aged 65 and older) are projected to outnumber kids for the first time in U.S. history by the year 2034.

Needless to say, supplementation with these products has become “top of mind” for many American consumers—and retailers. Depending on which market report you prefer, the global brain-boosting supplements market is valued anywhere between $7.68 and $9.6 billion and is anticipated to expand at a compound annual growth rate of between 7.8 percent and 15 percent.

The global nootropics market size is projected to reach $15.5 to $29 billion by the end of the decade. While online direct-to-consumer (D2C) nootropic sales account for the fastest growth, retail still accounts for most of the market share.

According to a SPINS report, The State of Natural 2021, the following cognitive-health supplement sales increases (and decreases, in one case) at checkout were recently tracked:

• Bacopa monnieri grew by 147.6 percent
• Phosphatidyl serine grew by 108.9 percent
• DMAE grew by 103.8 percent
• Gingko biloba grew by 18.2 percent
• Mushrooms grew by 10.6 percent
• DHA fell by 11.7 percent

SPINS data also suggest that we keep an eye on these upward-bound movers: L-theanine, acetyl-L-carnitine and huperzine A. To unpack, in greater detail, what’s going on with the category right now, we turned to a panel of natural products industry experts.

VR: Nootropic is a term for brain-boosting that was coined in 1972 but only recently has come into wider usage. What is the current state of the market for brain-boosting supplements, particularly at retail?

MacDonald: More than ever, individuals are looking for products that support memory, retention, cognition, focus and attention. Cognitive health supplement use 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 issues has increased considerably over the past few years (up 8 percent from 2014), 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 the 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 dietary supplements’ benefits. This percentage has increased since 2014.

Emerson: The largest group of consumers are students and professionals, who are seeking these “smart” supplements to improve focus and memory. “The COVID-19 pandemic made a significant contribution in boosting the demand for nootropics as the consumers’ inclination has shifted toward brain-health boosting supplements, drinks and bars to improve their cognitive health,” Grandview Research contends.

Furthermore, the demand for clinically substantiated nootropics, such as nooLVL, witnessed a surge as consumers are seeking effective nootropic products.

Bornet: Mental recall and improving memory are top cognitive health goals across age groups, including professionals and students, as consumers seek natural brain-boosting supplements that can sharpen mental focus, concentration and clarity as they face ever-growing demands and stress at work, school and home.

Billingslea: Our brain-boosting supplement demand has remained steady, even throughout the pandemic. Many of our customers are seeking help with memory, attention and even mood. When you add mood and stress into the mix, you could include almost every customer who walks into the store.

Levy: Much of the growth [in this category] is being driven by an aging population looking to enhance attention and memory in an era where conventional medicine has few successful solutions for cognitive decline.

However, there is some evidence that consumers are increasingly purchasing their supplements online instead of in brick-and-mortar health food stores. While the COVID pandemic may be partially responsible for this shift in shopping habits, consumers are finding that online marketplaces also offer more in-depth information and reviews about various supplements, as well as a wider selection of products than that offered in stores.

Myers: Boosting brain health has never been more popular—everything from young gamers looking for even a slight edge to older adults concerned about problems with short term memory to people of any age with more serious concerns.

There are clinically studied ingredients that can positively impact all levels of brain health, and then there are products sold on unsupported claims.

I always encourage consumers to develop a relationship with a quality health food store with knowledgeable staff so they can do some of the preliminary research for them and sort out some of the bad players.

McCall: As larger mass-market retailers such as Walmart, Target and others tap into this market, the nootropics segment is attracting a broader consumer base.

These supplemental products are considered to be experiential, with a promise of immediate results. Therefore, sampling is critical for this category, especially with many nootropic supplements taking the form of functional food and beverages.

Many natural product retailers can tap into this to drive increased retail growth of nootropics.

Plaza: An increase in demand from the sports industry and gaming platforms are suggested to be a large driving force behind the projected growth in this area of supplementation. In addition to this, increasing awareness and acceptance regarding the importance of psychological wellness (in healthy aging and prevention) are said to be some of the key components influencing the development of the market.

Bruno: Of particular interest is that these types of products have appeal across the generational spectrum: from baby-boomers who are experienced age-related memory impairment (unrelated to dementia) to Gen Z who wants to give themselves a mental edge in school or in the workplace.

VR: Are old-guard Ginkgo biloba and omega-3s still the nootropic belles of the ball? If so, why? If not, what single ingredient for cognitive health has the best science—please elaborate.

Levy: Over the past few years, a mind-boggling array of nutrients and botanicals for cognition and memory have hit the nootropic space. While some, like magnesium L-threonate or PQQ, do have credible evidence of efficacy, others may just be a “flash-in-the-pan.” However, both Ginkgo biloba and omega-3 fatty acids have a vast amount of clinical human research attesting to their effectiveness and safety that spans decades.

Because Ginkgo biloba has been proven to benefit cognition and memory, it plays a prominent role in all three of the Kyolic brain supplements: Kyolic Brain Memory, Kyolic Brain Focus and Kyolic Neuro-Logic.

Omega-3s, on the other hand, are critical at all ages for healthy cognition. Kyolic Cholesterol and Circulation Formula 150 contains a pure source of omega-3s combined with Aged Garlic Extract for a very unique blend that may benefit heart and brain health.

Wilkins: The top four are Lions Mane mushroom, DMAE, phosphatidylcholine and Bacopa monnieri—with Bacopa monnieri having the edge. A nice study was done in 2016 on 60 medical students and the conclusion was: “Our study further adds to the increasing scientific evidence supporting cognitive enhancement effects of Bacopa monnieri in humans.”

Bruno: Ginkgo and omega-3 still have significant contributions to make for cognitive help—and they could certainly still be part of an overall cognitive health formulation. That being said, their dance card wouldn’t be filled at the cognitive health ball when compared to other sexy ingredients. Why? Look at just some of the other choices:

• Holy basil extract – In research, decreased the intensity of forgetfulness to about one-third observed in placebo group.

• L-theanine and caffeine – In research, helped maintain focus.

• Panax quinquefolius root extract – In research, improved reaction time within 60 minutes.

• Phosphatidylserine – In research, improved memory scores in people with age-related memory impairment.

• Polygonum minus extract – In research, helped increase I.Q.

• Sage leaf extract – In research, enhanced cognitive function within 60 minutes.

• Silk protein hydrolysate – In research, helped subjects stay more competitive, and perform better on the job by improving memory, while enhancing learning, attention, mathematical ability and memorization.

• Spearmint leaf extract – In research, helped improve overall working memory.

• Wild blueberry, glutathione and L-cysteine – In research, helped improve episodic memory in healthy older people. Bornet: Ingredients like Ginkgo biloba and omega-3s have been at the core of the cognitive health market for years and continue to experience demand. I would note that Pycnogenol French maritime pine bark extract is now rising to the top of the cognitive ingredient market as it is backed by over four decades of independent, peer-reviewed research, making it one of the most well-researched ingredients on the market today.

Myers: There is quality research on ginkgo, and it does increase circulation in the brain that is beneficial to older adults that may be experiencing vascular changes. However, omega-3s are crucial for brain function—and the best omega-3s are bioidentical. Omega-3s in oil form get twisted out of their original configuration and are not as effective. We have a bioidentical product called Vectomega, researched and developed in France, that includes omega-3s from salmon in a non-oil form.

One natural product that has proven extraordinarily effective for brain health and function is our CuraMed, which includes clinically studied BCM95 Curcumin. It utilizes a patented process with turmeric essential oil to boost absorption about seven-fold.

McCall: While ginkgo and omega-3s account for more than a third of the brain health supplement market in the U.S., current growth is nearly non-existent with these ingredients. However, the mushroom market is booming and thriving, for example. It is at the intersection of multiple industry trends, including alternative proteins, food as health and countertop gardening. Mushrooms have many cognitive and overall health benefits. They convert tryptophan, an amino acid, into organic psychedelic compounds like psilocin. These compounds interact with serotonin receptors in the human brain, producing sensations of pleasure, expanding focus, creativity and boosting memory, while also alleviating anxiety.

MacDonald: I would suggest Cognizin, the branded form of water-soluble citicoline in Bluebonnet’s Targeted Choice BrainPower formula, which has been studied specifically for gamers. Tested for efficacy, Cognizin helps enhance communication between neurons, maintain healthy acetylcholine levels, protect neural structures, and support healthy brain activity and energy.

When performing challenging mental activities, the brain needs even more energy. Cognizin helps resupply the nutrition that the human brain needs to stay alert and focused throughout the entire day. Clinical research indicates that citicoline supports mitochondria’s health, the powerhouses within cells that produce the brain’s energy. Furthermore, Cognizin aids in neural communication by protecting neural structures against free-radical damage and facilitating information transmission through healthy cell membranes.

Cognizin is a water-soluble compound essential for the synthesis of phosphatidylcholine, the phospholipid that makes up approximately 30 percent of brain tissue. By increasing the body’s supply of these essential phospholipids, Cognizin supports healthy brain activity.

Lastly, citicoline is often called a “brain nutrient” because it increases levels of several important neurotransmitters, including acetylcholine, an important brain chemical that regulates cognitive function. Cognizin has also been shown to support the activity of nerves that respond to acetylcholine, helping to raise activity levels in the brain’s learning and communication circuits.

Billingslea: With all the medication interactions of Ginkgo biloba, we have moved more toward our phosphatidyl serine complex and even the lion’s mane mushroom, which we particularly like because of the evidence that it helps neurons repair and stay strong. We definitely still lean toward omega-3s as a staple for brain health, as well as so many other areas of health. We also try to encourage multivitamin use (for its B vitamins if nothing else), especially when someone is dealing with stress.

Emerson: Ingredients like ginkgo, caffeine and omega-3s are mainstays in the market. However, there is strong demand in recent years for brain-boosting ingredients that offer benefits without the negative stimulating side effects of ingredients like caffeine and don’t have drug interactions like gingko.

Those that have been stealing the spotlight of late are ingredients like nooLVL, which supports nitric oxide production, by increasing blood flow. nooLVL also has substantiated benefits like memory support, increased focus and faster reaction time. The latter is particularly important for the video-gaming crowd, which has increasingly gravitated toward products containing ingredients like nooLVL to help them gear up for intense competitions. In fact, nooLVL was the first nootropic designed for and studied in a population of actual gamers.

nooLVL is a patented complex of Bonded Arginine and Silicon with an optimized dose of Inositol. It works FAST (in 15 minutes!) and safely delivers increased energy without increasing heart rate or blood pressure.

VR: Vinpocetine and huperzine-A are still finding their way into nootropic formulas, despite FDA’s confusing posture on vinpocetine and some international disdain for huperzine-A. What are your thoughts about these ingredients?

Bruno: In the case of vinpocetine, FDA (U.S. Food and Drug Administration) published a Federal Register notice on Sept. 6, 2016, seeking comment on its tentative conclusions that vinpocetine (1) does not meet the definition of a dietary ingredient, and (2) is excluded from the definition of a dietary supplement under the Federal Food, Drug and Cosmetic Act because vinpocetine was authorized for investigation as a new drug before it was marketed as a dietary supplement or as a food.

By contrast, huperzine-A is definitely considered a dietary ingredient. Some research shows cognitive benefits associated with huperzine-A supplementation, other research does not. I have no specific objection to huperzine-A, but I don’t tend to use it when I formulate since I think there are better options. In short, given the many nutraceutical choices available, I think that it is unnecessary to use these two ingredients.

McCall: Unfortunately, much due diligence falls on the retailer since they serve as gatekeepers of these products. More and more retailers are demanding that the finished product they carry is supported by clinical research. In addition to scientific evidence, retailers are requesting proof in the form of certificate-of-analysis (COAs) to confirm that the product is tested by an ISO 17025 accredited third-party laboratory for contamination and adulteration.

For many brands, this means increased scrutiny of their products. Now more than ever, it is vital for brands to build a robust quality assurance program and to partner with regulatory compliance experts and third-party labs that help sort through the regulatory minefield around nootropics.

Myers: Vinpocetine has been shown to increase cerebral blood flow and subsequent oxygen utilization, which would support many aspects of healthy brain activity. However, the FDA has issued an official statement/warning on women of child-bearing age using this supplement as it may cause problems with fetal development. There is more research needed.

VR: Looking at B vitamins, NADH and DMAE, where do you feel the brain-health science and popularity of these ingredients are today?

McCall: B vitamins continue to be popular, especially with the older demographic. Much well-known research supports the benefits of B vitamins for cognitive function. In addition to the robust science around B vitamins, there is also consensus that our bodies are less efficient at absorbing vitamins as we get older. To maintain mental sharpness, Baby Boomers and seniors will continue to be attracted to this ingredient.

Myers: A significant number of Americans—some integrative doctors estimate up to 50 percent—are inefficient in the conversion of one or more of the Bs. Providing the methylated, active forms bypasses this and provides direct benefits. B12 as methylcobalamin is especially useful in older adults. Suboptimal or deficient B12 is associated with memory loss and cognitive changes that can lead to dementia. Clinically validated formulas often include the bioactive Bs.

Bruno: Based on the research I’ve read, I think the primary value of NADH is associated with the improvement of symptoms in chronic fatigue syndrome—although there is some data suggesting cognitive benefits. I think there currently isn’t much popularity for NADH regarding cognitive benefits, but there may be a resurgence in interest as an “anti-aging” NAD promoting ingredient.

DMAE is a precursor to choline. Some evidence suggests that DMAE increases central acetylcholine formation, while other research suggests that DMAE does not impact acetylcholine levels. In either case, the data I’ve seen showing cognitive benefit for DMAE is weak—so is its popularity as a cognitive enhancer.

Plaza: Although more research is always welcome in the area of nutritional supplementation and health, there is some evidence to suggest that B vitamin supplementation might delay or maintain cognitive decline in elderly people and therefore could be considered as a preventive. Many B vitamins are required as cofactors for neurotransmitters, such as dopamine, noradrenaline and serotonin, therefore ensuring a sufficient intake of B vitamins is important.

Other nootropic combinations that are being studied and considered include NADH and DMAE. These compounds are quite readily available to purchase but have limited therapeutic evidence backing them for use as a supplement.

Billingslea: If we are looking at stress as a brain problem, then B vitamins are No. 1 on our list of supplements to suggest for support. NADH had its heyday a decade ago for our store, but people seem to have moved on from this nutrient. We’ve never really sold much DMAE.

VR: Considering newer applications and formulas for existing ingredients and compounds—such as magnesium, trace minerals, arginine, inositol, garlic, ginseng, even hemp—what is their science and market potential for cognitive health?

Bruno: In general, these ingredients aren’t really “first tier” cognitive enhancers—except for ginsengs (both Panax ginseng and Panax quinquefolium) which have good data to support cognitive benefits. Some of these—such as magnesium and trace minerals—could provide “second tier” support to the starring players.

Myers: Our company launched a unique, hydroponically grown Panax ginseng that is extraordinarily high in them most active ginseng compounds, called (rare) noble ginsenosides. It is called HRG80 Red Ginseng, and it is particularly effective for energy and stamina. However, it is also highly effective for focus and problem solving.

A recently published clinical study gave workers with high-stress mental jobs either HRG80 or placebo before work. They also gave them a focus and problem-solving test. At the end of the workday, they gave them the test again. In the placebo group, workers made 11 more errors at the end of the day than at the beginning. In the HRG80 Red Ginseng group, workers made an average of five fewer errors at the end of the day.

Billingslea: Magnesium and trace minerals definitely have market potential, especially for people under lots of stress, eating poorly, or on medications that are robbing their bodies of these nutrients.

We don’t do much with arginine, even though its effects on nitric oxide levels would be beneficial to the brain. We lean on garlic more for immune health. We don’t do enough with inositol for me to have an opinion.

We definitely like adaptogens, but our favorites are ashwagandha and rhodiola instead of ginseng (even though ginseng is great, with such a long history of use that it certainly deserves attention). We have seen some growth in using hemp to support brain health, particularly in the areas of stress and sleep.

Wilkins: Arginine, beets and arugula have loads of supportive research for their ability to boost nitric oxide (NO). Nitric oxide opens up blood flow to the brain as well as produce neurotransmitters such as dopamine, serotonin and acetylcholine. Both of these directly affect cognitive health benefits. Blood flow is critical for oxygenation and healthy brain function. When blood flow is constricted vital nutrients can’t get to where they need to go and toxins can’t get out. The aforementioned neurotransmitters keep your mood elevated and focus sharp.

Levy: Emerging research is finding new uses for established ingredients. For instance, preclinical studies have found that Aged Garlic Extract (AGE) reduces oxidative stress, inflammation and neuronal loss while simultaneously improving neuronal connections and cognitive function. Other early findings suggest that AGE may also reduce amyloid plaque, tau tangles and other markers of Alzheimer’s disease. This suggests scientific investigations into new uses for existing nutrients.

Other established ingredients are also being used in novel ways. For instance, some formulas are combining a traditional botanical like ginseng, which has been found to improve memory and protect against neurodegeneration, with newer compounds like phosphatidylserine for layered neuroprotection. The ingredients used in these well-designed brain “stacks” aren’t just backed by science, they also lend themselves to effective marketing campaigns.

For example, Kyolic Neuro-Logic is a proprietary brain formula created by David Perlmutter, MD, a well-known neurologist and the author of Grain Brain and Brain Wash, that contains clinically-researched ingredients—both old and new—shown to support neuronal health and brain function. This is just one example of a successful marriage of science and marketing that can benefit consumers looking to maintain their mental edge.

VR: The gut-brain axis is attracting a lot of interest among manufacturers, giving rise to probiotic formulas for cognitive health. Can you speak to the science and potential for this area?

McCall: Keep in mind that not all probiotic strains are equal. Retailers need to look for formulas that carry specific clinically studied strains for brain health, like Lactobacillus rhamnosus and other lactobacilli strains. While many new products on the market support the gut- brain axis, there is a lack of education on this topic on a mass level. The gut-brain product sector is still in its infancy.

Bruno: The term “psychobiotics” was coined to describe a class of probiotics with the ability to produce various biologically active compounds, such as peptides and mediators normally associated with mammalian neurotransmission. Several molecules with neuroactive functions such as gamma-aminobutyric acid (GABA), serotonin, catecholamines and acetylcholine have been reported to be microbially-derived, many of which have been isolated from bacteria within the human gut. Consequently, some probiotic bacteria may possibly have the potential as a therapeutic strategy with regard to cognitive health.

Billingslea: The “science” I know from this area is that so many of the hormones that our brain uses to be healthy are produced in the gut. So, a healthy gut leads to a healthy mind.

In my yoga class, I learned from my Korean instructors that a warm belly leads to a cool head. In other words, keeping the intestinal area of the body unblocked (in the sense of chi energy flow), helps the brain to stay calm and clear.

VR: For manufacturers, please very briefly discuss why retailers need to be aware of your top two finished product formulas or flagship ingredients for brain health.

Wilkins: Retailers would want to look seriously at our flagship product M3 Ultimate Nitric Oxide Nutrition. It’s a therapeutic blend of arginine AKG, citrulline, beets, pomegranate, vitamin D and other co-factors specifically aimed at boosting and sustaining nitric oxide, or NO, levels.

Since 2005 I have been recommending NO supplements to my patients and have seen dramatic positive results in mental clarity, energy, focus, mood and “brain fog” reduction. M3 comes in a delicious natural berry and citrus flavor.

It is one of the most powerful beet products on the market. It took me nine years to find a beet extract that had enough naturally occurring nitrates to create nitric oxide. It is in a lozenge delivery system that really should be called a nutritious “candy” because it’s so delicious although there is no sugar in it. To prove its effectiveness, we put two nitric oxide indicator strips in every box.

Myers: I would point out our CuraMed Curcumin—high absorption, most clinically studied enhanced absorbability curcumin in the world, many types of brain studies. Validated by a great deal of science.

I would also again draw attention to our HRG80 Red Ginseng Energy— HRG80 delivers seven times the levels of noble ginsenosides—compounds associated with the plant’s most beneficial effects—compared to standard red ginseng extracts. Noble ginsenosides are incredibly well absorbed, too—about 17 times better than classic ginsenosides found in conventional supplements. Plus, this Korean red ginseng extract is extraordinarily clean since it is grown hydroponicall—proven benefits for cognition, focus, problem solving, mental energy and more.

Bornet: Pycnogenol is a powerful super-antioxidant shown in decades of research to boost blood circulation and help consumers meet their cognitive goals, whether that is improved memory, concentration, mood or attention.

Pycnogenol helps endothelial cells produce more NO, which has multiple beneficial effects on brain function. Initially, NO increases blood flow, which improves oxygenation and the transport of nutrients to brain cells. The active metabolites of Pycnogenol build up inside the endothelial blood cells and there is good evidence showing that they pass the blood-brain barrier. NO regulates neuronal functions and thus contributes to processing signals inside the brain. In addition, NO helps modulate key neurotransmitters such as dopamine, serotonin and norepinephrine.

Plaza: Bio-Kult Mind is marketed for supporting cognitive function and includes the B. subtilis PXN21 strain, found in an experimental study to prevent and reduce the clumping of a protein associated with Parkinson’s disease. It contains an extract of wild blueberry and grape, shown to have antioxidant properties and with good bioavailability. The composition of the gut microbiota also plays a role in influencing the bioavailability of phenolic compounds (such as those in grapes); this is suggested to influence cognitive resilience and therefore having the two ingredients together is a novel and useful product combination. Zinc is an essential mineral that is found at its highest concentrations within the brain. It is required for cell-to-cell communication and is required for normal cognitive function; it is therefore also included within Bio-Kult Mind.

Bio-Kult Migréa is another product within the gut-brain axis range. It contains 14 different strains of probiotics from a variety of genera, along with magnesium and vitamin B6. This product is often marketed in relation to a clinical study in migraine, with significantly beneficial results for reducing the frequency and severity of migraine in eight weeks. The strains within Bio-Kult Migréa were also recently found to improve concentration in a group of people reporting low mood, therefore may be useful for individuals wanting to support the gut-brain axis and their levels of concentration.

Levy: Kyolic Brain Memory provides a proprietary combination of AGE, eleuthero ginseng and Ginkgo biloba designed to support overall brain function, including better concentration, learning and recall. Specifically, AGE supports learning, enhances memory retention and protects the brain from oxidative damage thanks to its potent antioxidant properties. Eleuthero ginseng is a powerful adaptogenic herb shown in no less than 33 clinical trials to improve brain function and enhance memory. And, as mentioned above, Ginkgo biloba boosts blood circulation to the brain, destroys free radicals, and prevents neuronal damage. One study review found that the long-term use of ginkgo improves selective attention, some executive processes, and long-term verbal and non-verbal memory. This makes Kyolic Brain Memory an ideal supplement for aging consumers looking to maintain their cognition and memory.

Grounded in scientifically proven ingredients, Neuro-Logic contains a synergistic blend of choline, ginkgo biloba, carnitine, phosphatidylserine, folic acid and vitamin B12. Together, these nutrients have been shown in clinical trials to provide neuroprotective and nootropic benefits. It’s a formula that can help consumers at all ages maintain their mental acuity in an increasingly competitive and stressful world.

VR: Discuss newer finished functional-food products for cognitive health—please briefly discuss an example or two that are available at retail or DTC.

MacDonald: Bluebonnet’s Targeted Choice BrainPower Vegetable Capsules are specially formulated with a unique blend of sustainably harvested or wildcrafted herbal extracts and other nootropics to help support the brain’s proper response to stress and communication between nerve cells. These neuroprotective ingredients—including Bacopa whole plant extract, Lion’s Mane mycelium mushroom powder, Cognizin, 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 looking for a truly wholesome solution to support memory, focus and attention, as well as improve overall cognitive function.

VR: For retailers, what consumer trends are you seeing for this category at your store, or what would you like to see?

Billingslea: Our customer base (like our long-time customers) is getting older, so that we have more and more opportunities to help them support their best brain health. They also have more concerns about aging with vitality, so that helps grow our brain category, too. VR

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