Life is equally more demanding and more enriching than ever, and more people of all ages are seeking brain/cognitive bolstering supplements.

There’s a quaint old expression: You’ve got another think coming. Being that everyone has approximately 86 billion neurons, that’s a lot of thinks. And this means that the cognition support category is quite an energetic one. It’s not just for seniors anymore.

Retailer Don Summerfield, co-founder and vice president of integrative medicine at Pharmaca, of Boulder, CO, related, “We have two primary customer demographics seeking cognitive enhancement dietary supplements: younger Millennials seeking performance enhancement benefits and Baby Boomers seeking enhanced memory function.”

He added that Pharmaca’s younger customers are looking for cognitive enhancement products marketed and branded as “nootropic performance” supplements. Nootropics are designed to improve mental speed and recall in response to stimuli whether it is a work project, a social gathering or an athletic performance. “Our older customers are looking for cognitive enhancement products marketed specifically for memory enhancement,” he differentiated.

Meanwhile, at Sunflower Shoppe Vitamins & Natural Foods, Colleyville, TX, the typical cognitive support customers manager Bryan Bradford said he sees in its stores can be divided into three groups: kids with focus and attention issues, 50-plus age group who feel they have cognitive decline from aging, and individuals who experience high stress in their lives and feel like they can’t focus or remember things like they know they should.

Bradford described, “There are differences between these two groups in what they desire. The younger population tends to look for more supplements designed for stress. They feel stress is causing them to have poor cognitive function and seek out supplements like ashwagandha, B complex, adrenal support, etc. The older population looks for supplements designed directly for brain function, such as Prevagen, Dr. Perlmutter Memory and Focus, Ginkgo biloba, etc. With research showing inflammation to be at the root cause of cognitive decline, they are also looking for more supplements for inflammation (eg, turmeric, grape seed extract).”

Jennifer Weinhardt, senior reasearch and development specialist, Bluebonnet Nutrition, Texas, also agrees that brain health is no longer just a concern for aging individuals, although seniors are certainly seeking to prevent the loss of cognition and mental abilities. In fact, she said, supporting cognitive function is among the top five health concerns of consumers aged 18 to 75. The brain health category also more than ever now applies to children and students who are striving to succeed in a highly competitive academic world, and whose parents are committed to supporting their mental performance and academic achievements.

“There is also a new emerging class of individuals beyond childhood for health development and seniors for anti-aging, individuals seeking ‘peak cognitive performance,’” she revealed. “This group consists of knowledge seekers and students, making up 40 percent of the population who are affected by cognitive dysfunction and loss of acuity due to stress. “A 2013 poll by Trending Machine found that Millennials are more likely than seniors over 55 to forget what day it is, where they put their keys, and to bring a lunch. Millennials also reported the highest stress levels compared to all other generations, according to the American Psychology Association.

“Clearly,” Weinhardt commented, “there is a huge market for consumers looking to boost their brainpower by improving memory, focus and overall cognitive health. In fact, in reviewing the interesting statistics below, 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 function
• 57 percent are looking to prevent memory loss
• 55 percent need help concentrating
• 48 percent are seeking increased focus

Also of note is the decrease in attention duration: In 2000, the average attention span was 12 seconds, and in 2015, it shortened to 8.25 seconds, according to Statistic Brain Research Institute.

Casey Mullen, director of strategic development, Washington-based Host Defense Mushrooms also agreed, commenting that a growing number of individuals of all ages are recognizing the importance of preserving cognitive function. In the past, he observed, cognitive support was generally perceived as a need specific to an older demographic looking to preserve memory function during elderly years. “Now, we see huge demand from younger and mid-life people looking to support the demands of school or to gain a mental edge as they build their career.”

Indeed, there is a widespread array of cognitive supplements that are attractive to numerous consumers. For example, noted Summerfield, Pharmaca currently offers a growing selection of nootropic supplements from brands like Onnit, Natural Stacks, Host Defense, OM Mushroom and Gaia Herbs. “Onnit Alpha Brain is our top-selling nootropic supplement,” he reported. Other bestsellers in the cognitive enhancement products category at Pharmaca include: magnesium L-threonate, phosphatidylserine, Lion’s Mane mushroom, bacopa, ginkgo, Huperzia serrata and DHA.

Dr. Perlmutter (Garden of Life Brand) memory and focus is one of Sunflower Shoppe Vitamins & Natural Foods’ top sellers, according to Bradford. “Another is New Chapter Mind Force, a mushroom formula based on lion’s mane. Magnesium L-threonate is another sought-after ingredient for brain health with research showing it to be a form of magnesium that crosses the blood brain barrier,” he explained. Bradford added that the store will highlight the category of focus and attention support during back-to-school season, and will be offering a podcast and videos in 2020 with more of a focus on brain health “because of its growing popularity.”

“As with other supplement categories, we’ve seen an increased focus on whole food products rather than extracts and isolates,” Mullen observed. “This is part of the appeal of lion’s mane mushroom, which is a wonderful culinary mushroom you might enjoy in a stir fry, but is also a powerful ingredient in supplement formulations. Our customers feel safe choosing lion’s mane because of its status as a functional food,” he said.

It’s more than simply preserving cognitive function or action—that relies on energy provision and utilization. The brain is the most complex and active organ and for it to function optimally, it needs an extremely high percentage of the overall daily energy requirements supplied from food, Weinhardt pointed out. For example, 87 percent of infants’ daily energy intake supplies the brain; this drops to 20 percent by the time we reach adulthood— still quite a bit.

“This means that the brain is responsible for utilizing many of the nutrients we consume every day, and it is important to provide those necessary nutrients to allow the brain to operate at maximum capacity,” she underscored. “Exciting new research tells us that modifying nutrition and supplementation using nootropic nutrients, or cognitive enhancers, can be beneficial for improving areas like mental energy, focus, and attention, as well as memory.”

Examples of these nutrients, she added, include bacopa, lion’s mane, citicoline (Bluebonnet uses the branded, patented Cognizin) and soy-free phosphatidylserine (Sharp•PS Green).

Product Snapshots

Bluebonnet’s Targeted Choice BrainPower Vegetable Capsules are formulated with a 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, according to Weinhardt. “These neuroprotective ingredients have been shown to help boost memory retention and recall and mental alertness, improve occasional forgetfulness, promote the ability to concentrate, increase attention span, reduce mental fatigue, and enhance overall cognitive performance,” she explained. Plus, it is non-GMO (genetically modified organism), vegan, kosher-certified, and free of common allergens, making it suitable for customers who are looking for a clean-label solution to support memory, focus and attention, as well as overall cognitive function.

Wisconsin-based Brain Armor has several products to promote more optimal cognitive function, all based on its formula containing a 2:1 ratio of DHA:EPA, MCTs (medium chain triglycerides), vitamin D and vitamin E.

According to the company’s website, each ingredient in its base formula has neuroprotective properties. DHA is the dominant fat in the brain and neurons require a high concentration of DHA, more so than any other cell in the body. When dietary DHA is insufficient, this can reduce cognitive acuity. Further, according to the company, when DHA levels increase or are doubled, there is a significant increase in hippocampal volume; the hippocampus plays a dominant role in forming long-term memory.

EPA has been shown in studies to reduce neuro-inflammation, while MCTs help improve absorption and hence utilization of DHA and EPA. Vitamin D is included to help protect the central nervous system and neurons, as well as to regulate immune function in the brain. Vitamin E protects neuronal mitochondria.

Brain Armor offers this foundation in several targeted formulas, in liquids and soft gels, for children, athletes, younger adults and seniors.

Texas-based LifeSeasons offers its Neuro-T “to help promote mental performance and to increase concentration and attention span,” according to Robin Rogosin, vice president of product development. “Neuro-T is a tonic formula, with nutrients and herbs that support the ability to focus longer, with less stress.”

The multi-nutrient formula contains nootropics and other brain-support ingredients.

L-theanine improves the health of nerve cells, and reduces stress, which protects cognitive function. Bacopa is a staple of ayurvedic medicine, acting as a tonic to reduce anxiety and promote the ability to learn and retain information through free radical scavenging activity and by improving acetylcholine levels. Yerba mate is nootropic superfood, containing xanthines (similar to caffeine), theobromine, 24 vitamins and minerals, 15 amino acids, and antioxidants; huperzine A increases the levels of the neurotransmitter acetylcholine. Ginkgo may improve blood flow to the brain.

According to Mullen, known as “the smart mushroom,” lion’s mane promotes cognitive functioning such as mental clarity, focus and memory. “Recent studies show lion’s mane provides support to the brain and nervous system,” he noted. “For many years, mushroom enthusiasts have turned to lion’s mane mushroom to support mental clarity due to strong supporting research.”

Minding the Migraine Category

Migraines, as any person who suffers these powerful, bleak attacks will assert, can shut down not only cognition but even the desire to think. As a migraine sufferer, Scott Griffin, general manager, Basic Vigor Nutraceuticals, LLC, North Carolina, recalled that the company’s development of its Migrastil Migraine relief line “was in a way very personal for me. I have suffered with migraines for over 20 years, so I have a very close understanding of this chronic neurological condition. You could call it my own personal mission to help alleviate migraine pain (including my own),” he shared.

According to Griffin, there are some 36 million people in the U.S. alone who suffer from migraines. And since there is no cure for migraines and most of the medicines currently used to treat them come with unpleasant side effects, a lot of people are looking for natural products to help reduce severity of symptoms and in number of headaches.

Hannah Braye, RNP, senior technical advisor at Florida-based ADM Protexin/Bio-Kult, explained that migraine (disabling headaches usually characterized by one sided pulsating pain) is among the most common neurological disorders. It is believed to affect 14.7 percent of the global population one in 7 people), and it is more prevalent than diabetes, epilepsy and asthma combined. Echoing Griffin’s statement, Braye asserted, “Despite this high prevalence, many migraine sufferers report dissatisfaction with current pharmaceutical treatments, which are often associated with numerous side-effects, with many choosing to self-medicate with over the counter painkillers. However, this carries risks, such as medication over-use headaches. There is therefore clearly a need to re-think our approach to migraine prevention.”

She noted that research shows a clear association between migraines and numerous digestive disorders. Dysbiosis of the gut microbiota impedes gut immune function, motility, gut barrier integrity and the absorption of nutrients, all of which have possible implications for migraine. Dysbiosis particularly contributes to intestinal hyper-permeability (“leaky gut”), allowing leakage of lipopolysaccharides (LPS) into the bloodstream, resulting in endotoxemia and inflammation. Researchers believe that LPS originating from the gut can sensitize receptors on the trigeminal nerve, initiating the release of pain modulating neuropeptides which creates inflammation that triggers migraine attacks.

A potential solution to rebalance the gut microflora is to supplement with live probiotic bacteria. Research indicates that probiotics act to help restore gut microbiota balance, regulate the immune system, support intestinal barrier function and improve nutrient absorption.

Basic Vigor Nutraceuticals’ Migrastil migraine stick roll-on contains four ingredients— fractionated coconut oil, and essential oils of peppermint, spearmint and lavender. Griffin explained, “The high menthol content gives it a nice cooling effect when applied to the back of the neck and temples. In this way it acts as a counter-irritant to disrupt the pain signals associated with a migraine attack. This is similar to the way a mentholated sports cream works. Also, the scents of peppermint and spearmint have long been used to alleviate the nausea which often comes with a migraine attack.”

Bio-Kult Migréa, described Braye, is a triple action, multi-strain live bacteria supplement formulated with 14 strains of probiotic bacteria plus magnesium and vitamin B6, both of which contribute to the normal functioning of the nervous system and the reduction of tiredness and fatigue.

She reported that clinical research published in Cephalalgia (The International Headache Journal), indicated that supplementation with Bio-Kult Migréa (4 billion CFU daily for eight to 10 weeks), produced statistically significant improvements compared to placebo in both episodic and chronic migraine including significant reductions in:

• Migraine frequency (down 45 percent in the chronic group and down 40 percent in the episodic)
• Migraine severity (down 31 percent in the chronic group and down 29 percent in the episodic)
• Use of abortive medications (down 38 percent in the chronic group and down 35 percent in the episodic)
• Migraine Disability Assessment Score (MIDAS) (down 26 percent in the chronic group and down 30 percent in the episodic)
• Attack duration in the chronic group (down 36 minutes in the chronic group)

Bio-Kult Migréa also contains magnesium citrate and vitamin B6, both of which are thought to be of benefit in migraine. Braye explained, “reduced serum magnesium levels have been observed in migraine sufferers compared to non-sufferers, and research suggests magnesium deficiency may contribute to migraine development. Magnesium citrate has been shown to be of particular benefit for migraine in clinical trials. Migraine affects three times more women than men, most likely due to fluctuating ovarian hormones. Vitamin B6 contributes to the regulation of hormonal activity, and also the regulation of homocysteine levels (often observed to be high in migraine sufferers).”

Whether your customers want natural, safe and effective relief from headaches, or are seeking to extend mental/cognitive acuity for both the short- and long-term, brain support products, including numerous beverages, can be a destination spot in your store. Because everyone really looks forward to having another think coming. VR

For More Information:

ADM/Bio-Kult, www.bio-kult.com
Basic Vigor Nutraceuticals, www.migrastil.com
Bluebonnet Nutrition, www.bluebonnetnutrition.com
Brain Armor, www.brain-armor.com
Host Defense Mushrooms, www.hostdefense.com
LifeSeasons, www.lifeseasons.com

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