Though naturally undergoing a decline as early as our 20s, memory can be retained. Retailers looking to aid in the fight against symptoms of cognitive decline must first begin by educating their customer base.

We’ve all seen the devastating effects of cognitive decline.

Diseases such as Alzheimer’s as well as other forms of dementia have left an indelible image on just what we all stand to lose if our mental faculties undergo a loss of the intellectual agility necessary for day-to-day living.

At the heart of this devastation is the slow and oftentimes unnoticeable progression of these diseases. Additionally, “Brain cell damage and functional loss is often irreversible, despite the fact that much of this damage may be either preventable or retarded in its progression with proper nutrition and other natural interventions,” said Dr. Herb Joiner-Bey, scientific advisor for Barlean’s (Ferndale, WA).

Even without the threat of disease, our mental faculties are also at risk simply as a result of getting older, as our brain becomes more prone to inflammation and oxidation, which causes free radical damage to brain cells. “The cumulative effect of free radical damage in the brain over the years can negatively influence cognitive function. This can result in memory Loss,” explained Steve Holtby, president and CEO of Soft Gel Technologies, Inc. (Los Angeles, CA).

And for those with particularly stressful occupations and lifestyles, this too wreaks havoc on memory and cognition, as daily, unresolved stress can undermine brain function, deteriorate the blood-brain barrier and stimulate binge eating that causes glucose levels in the brain to be disrupted, said Keith Lennertz, director of product development with Life Extension (Fort Lauderdale, FL), manufacturer of Cognitex. “All of these factors collude to create a brain under duress while it is expected to process information and change at an overwhelming pace!”

Food (and Supplements) for Thought

While a progressive decline in overall cognitive function is a natural part of the aging process, taking a proactive step in improving lifestyle can not only safeguard against decline but also enhance cognitive performance.

“People can improve cognitive function and brain efficiency through simple lifestyle changes that incorporate memory exercises, healthy eating, physical fitness and stress reduction into their daily lives,” stressed Holtby.

“Antioxidant-rich foods and/or supplements provide powerful compounds that not only slow oxidation, but also serve as anti-inflammatory agents.” Although incorporating the right nutritional servings into our diets is far too often not factored into daily meal plans, it is an indispensable part of maintaining an active, healthy memory and cognition.

Just the regular consumption of fruit and vegetable juices has been shown to produce some profound results.

“A study of the effect of fruit and vegetable juices on Alzheimer’s risk revealed that the consumption of just three glasses of vegetable or fruit juices weekly may reduce risk of Alzheimer’s disease by as much as 75 percent,” said Joiner-Bey. “The polyphenols found in juices and juice concentrates are powerful antioxidants that can neutralize free radicals before they do irreparable damage to brain tissue.” Conversely, the fast and processed foods prominent in so many diets are full of added sugar, which spikes the body’s blood sugar levels and hampers the brain’s memory and learning ability.

Additionally, glucose intolerance and vitamin and mineral deficiencies are also risks associated with a diet containing too much refined sugar, all of which impact mental functioning, said Holtby.

To help deliver on-the-go consumers with the nutrients they’re missing, HealthSpan Solutions (Little Rock, AR) has recently launched BeneVia® Memory & Focus, a naturally flavored fruit juice drink which contains essential vitamins and minerals clinically tested to aid in managing age-related cognitive decline.

“Whether one is too busy to eat and get the needed nutrients in their diet or has a need to be assisted with their nutrient intake, BeneVia is an effective way to attain needed nutrients paramount to keeping healthy cognitive function,” said John Troup, CEO. “It is meeting a consumer need as a therapeutic snack and not a meal replacement.

It is fat-, lactose- and glutenfree, provides key vitamins and minerals, is low in sugar, and is juice-based, which is resonating strongly with many of our consumers.” On the supplementside, Irvine, Cabased SGS Research developed its product called Total Recall, which has 52 ingredients to improve brain function.

Keith Morey, company owner, noted that Total Recall “improves cognitive function by facilitating cerebral metabolism and improving blood flow to the brain. [It] also increases the brain’s ability to function through more efficient use of oxygen.” Also benefiting cognitive function is Mushroom Wisdom’s (East Rutherford, NJ) Amyloban 3399. Introduced in fall of 2008, Amyloban 3399 is the product of many years of research in Japan. It contains an active fraction extracted from an edible mushroom, Lion’s mane known, as amyloban, which has been shown to inhibit formation of toxic peptide in the brain cells. Lion’s Mane is also known to have other active com-Pounds (hericenones) that may stimulate the production of Nerve Growth Factor (NGF) in the brain.

For Lois Hebert, owner of Great Earth Vitamin Store in Torrance, CA, three cognitive health supplements that have been generating impressive sales are Alpha-GPC by both Source Naturals and Jarrow Formulas, as well as Bluebonnet’s Power Thought. One of the main reasons for this, said Hebert, is that she herself has felt the effects. “I take them myself and know that customers are going to feel a difference,” she said. “When I take these vitamins I don’t have any brain fog, but instead a more quickness of thought. Things come right to the forefront of my mind, instead of taking me a few minutes to think things over.”

The Influence of EFAs

All one needs to do to see how grossly favored the typical American diet is toward omega-6s versus omega-3s is compare the most common food sources of both. Omega-6s include some of the most plentiful meal and fast food ingredients, like vegetable oils, grain-fed livestock and processed foods, whereas omega-3 sources are some of the most lacking, such as wild ocean fish, grass-fed livestock and flax oil.

The skewed ratio of these two essential fatty acids (EFAs) has made a significant impact on the state of cognitive health in this country, as, according to Barlean’s Joiner-Bey, the quality, ratio and proportions of fatty acids on brain nerve cell (neuron) membranes have enormous impact upon communication among neurons and brain tissue functioning. “These influences can dramatically affect learning ability, concentration, clarity of thinking and memory,” he said.

As a way to increase the intake of omega-3s and make both fish oil and flax oil appealing to the masses, Barlean’s launched its Omega Swirl line in the flavors Lemon Zest, Strawberry Banana, Pomegranate Blueberry and the newest flavor, specifically for women, Chocolate Raspberry. The line contains pre-emulsified EFAs, delivering flaxseed oil, fish oil, evening primrose oil and borage oil (depending on the product) with the taste and texture of smoothies. According to the company, pre-emulsification of the oils enhances the absorption of the fatty acids to such an extent that blood levels five hours after consumption are ten times the levels found with un-emulsified oils.

Also capitalizing on the EFA craze is Nordic Naturals’ newest addition to its omega-3 line, Omega Phospholipid.

This product provides omega-3 fatty acids in the end-state form, bound to phospholipids. “This is the natural form in which EPA and DHA [omega-3s] occur in the brain, eyes and central nervous system,” said Bradley West, ND and Nordic Naturals’ research advisor.

“In some individuals with poor digestion (especially poor fat absorption) and/or neurological conditions, omega-3 phospholipids are not formed, retained or absorbed sufficiently,” he continued. “Though these mechanisms of action are not currently well understood, in these cases supplementing with Omega Phospholipid may support increased absorption, delivery and retention of these essential omega-3s.” By combining DHA with two other important ingredients for supporting cognitive function, gingko biloba extract and phosphatidylserine, Carlson Laboratories’ (Arlington Heights, IL) Nutra-Support Memory provides a formulation meant to nourish both the mind and the body, a claim both tested and clinically validated. According to Carilyn Anderson, sales and marketing executive for the company, “A doubleblind study by the Brain and Memory Institute of subjects 35-86 years of age revealed objective memory improvement in participants using Carlson Nutra-Support Memory. Additionally, many consumers have experienced the extraordinary benefits of taking this special formula.”

Smart Selling

With the US Census Bureau estimating that people over the ages of 65 and 85 will double from present numbers by the year 2030, and continue growing afterwards, targeting Baby Boomers and those in their 40s now can help lower the incidence of age-related cognitive decline by the time that decade is reached.

In doing so, retailers could consider producing point-of-purchase educational materials and having active demos to help consumers learn how to prevent premature aging for themselves and elder loved ones, said West. “Invite book authors that have healthy-aging knowledge to do lectures and book signings in the store or as a community event. Ask manufacturers if they have both branded and non-branded longevity literature to include in the resource section of the store and, for those with online capabilities, devote a section to this subject on their web and blog sites.” Yet the 40+ crowd isn’t the only age group concerned with cognitive health.

According to Andreas Koch, marketing director with Barlean’s, other demographics include parents seeking to enhance the brainpower of their children and students seeking to enhance their learning ability.

“Consider local tie-ins with school districts for back-to-school promos. The same outreach is recommended to senior centers and having a booth at senior health fairs,” he said. “Retailers might consider offering health articles online via their own website portals. In store bag stuffers directing customers to the site is advisable.” Also, simply cross-merchandising items for memory in the stress section can help educate customers on the link between stress and memory issues, and get them to start asking questions.

However, for retailer Hebert, the tried-and-true tactic for successful selling has and will remain creating a one-on-one discourse. “Almost everyone who walks in, you can ask ‘how has your memory been lately?’ Customers often respond that they would like to take something that can give them a mental boost,” she said.

While Hebert does find this category to be often overlooked by customers, she believes it has a lot of potential, particularly since it appeals to such a large demographic.

“Personally, I love selling memory and cognition products,” she added.

“All in all, I find them an easy sell.

People are looking for every advantage they can get.”