Brain health ingredients are experiencing stratospheric growth.

The panel:

Gene Bruno, MS, MHS, RH(AHG), Chief Scientific Officer, Nutraland USA, Irvine, CA, https://nutralandusa.com

Jennifer Clancy, Global Marketing Director, Nutriventia, Mumbai, India and Westfield, NJ, www.nutriventia.com

Nena Dockery, Scientific Affairs Manager, Stratum Nutrition, Carthage, MO, www.stratumnutrition.com

Annie Eng, CEO, HP Ingredients, Bradenton, FL, https://hpingredients.com

Leslie Gallo, President, Artemis International – Berryceuticals, Fort Wayne, IN, https://artemis-nutraceuticals.com

Denise Michalik, Marketing Manager, Chemi Nutra, Austin, TX, https://cheminutra.com

Jordan Miller, Vice President, Marketing, Nutrition21, Saddle Brook, NJ, https://nutrition21.com

Nirmal Nair, CEO, Sempera Organics, Morgan Hill, CA, https://semperaorganics.com

Chris Sadewasser, Global Product Manager, Kemin Human Nutrition and Health, Des Moines, IA, www.kemin.com

Eric Withee, Director of Ingredient Innovation, Freemen Nutra, Edison, NJ, https://freemennutra.com

Fueled by a diverse array of factors that converge to bolster cognitive function and mental acuity, the cognitive health mega-category is experiencing exponential growth.

While direct-support ingredients, like DHA and lion’s mane, are prominent players, there are also a multitude of other ingredients contributing to this booming landscape, according to Jennifer Clancy, global marketing director for Nutriventia.

According to Future Market Insights, the global cognitive health market is estimated to be $9 billion as of 2023 and projected to reach $16.8 billion by 2033 with a CAGR of 13.3 percent.

We at Nutrition Industry Executive (NIE) invited a panel of industry experts for their insights.

NIE: Briefly describe how big the cognitive health mega-category is now.

Miller: Nutrition21 recently noted that the cognitive health segment is poised for exceptional growth. Our team highlighted some of the latest consumer trend data and opportunities for manufacturers to win within the cognitive health space in our white paper, “Staying Sharp: Cognitive Solutions to Spark Focus.”

Today’s consumers really have cognition on the mind, and it is driving category growth and diversification to support multiple facets of cognitive function. We have seen a significant spike in consumer demand since the pandemic and cognitive health is now competing with consumer desire for digestive and immune health. FMCG Gurus reported that 37 percent of consumers intend to maintain and improve their mental focus over the next 12 months—demonstrating the priority consumers have for this health area.

Supplements launched in North America positioned toward mental acuity have grown by nearly 20 percent CAGR from 2020 to 2023. And Google Trends data shows a steady growth in the search term “cognitive health” in the U.S. over the past four years—reflecting a greater number of consumers seeking information about the topic and looking for health solutions that can help support cognitive health and performance.

Sadewasser: The landscape of cognitive health is evolving from fear-based motivations to a pursuit of enhanced focus and mental performance. With about two-thirds of consumers recognizing the link between cognitive health and overall well-being, it ranks as the second most significant global health concern, following digestive well-being. This shift reflects a growing interest in maintaining cognitive function, improving mental clarity and reducing the risk of age-related cognitive decline.

NIE: Mood, mental acuity, anxiety, mental focus, attention, memory and sleep all are related to cognitive health—which of these are manufacturers most interested in, and why?

Nair: We are seeing tremendous interest in the tie-in of stress and cognitive activity/acuity. Face it, today, people of all ages are stressed out more than ever. And while there is still a major focus on an older adult population for supporting cognitive function, we see a growing market for cognitive performance support in healthy younger adults.

Bruno: If my experience walking the exhibit floor at Natural Products Expo West 2024 is any indication, then mental focus/memory and sleep are both of significant interest to manufacturers. Certainly, the size of these markets supports the accuracy of my observations.

The reason for this interest in the former subcategory was suggested in a previous Nutrition Industry Executive article from May 2023, “Cogitating Cognitive Health Supplements.” This article pointed out that, while cognitive health supplements used to be marketed primarily to an older population wishing to stave off age-related memory lapses, Generation Z and Millennials are now consumers of cognitive health supplements that help with clear, quick and sustained thinking.

Likewise, a Nutrition Industry Executive article from March 2024, “Why Take Melatonin Supplements?” indicated that 27.4 percent of adults take melatonin as a sleep aid and 88 percent who take it said it helps them fall asleep faster. This suggests that the use of melatonin may—at least in part—be driving the popularity of this subcategory.

Sadewasser: Ingredients supporting brain health by promoting healthy brain structure and function are key players, linked to improved cognitive performance and a lower risk of decline. Beyond cognitive function, consumer interest extends to stress, anxiety and mood supplements.

One product that would fit well here is DailyZz. DailyZz is Kemin’s blend of spearmint extract and green tea extracts that is backed by clinical research to support both sleep quality and cognitive performance in less than two weeks. DailyZz has been shown to enhance sleep quality and patterns, support healthy sleep function, improve cognitive function including concentration and executive function and increase mental speed and visual recall.

Dockery: Although age-related cognitive impairment and decline is still a big area of interest for manufacturers, claims can be risky because of the association with disease conditions such as Alzheimer’s disease. As a result, many manufacturers have turned their attention to the consumer demand for products addressing mental acuity and focus needed for the work environment or sports, especially e-sports. These products often also contain ingredients that benefit energy levels to support the consumer’s desire to remain alert and clear-thinking.

Miller: Consumer desire to overcome cognitive challenges—be it the ability to stay focused and combat brain fog, maintain productivity through their workday, support better memory as they juggle competing life priorities, and even waking refreshed from a night’s rest—will continue to drive innovation in the category. These needs are also validated by recent research from FMCG Gurus on consumers’ beliefs about brain health.

Today, U.S. consumers define good cognitive function as:

• 60 percent having good memory levels
• 57 percent concentrating for a significant period of time
• 46 percent feeling alert
• 27 percent find claims about the maintenance of normal brain function appealing

Supplement and natural product brands have a significant opportunity to bridge the gap between consumer desire and satisfaction for safe and effective cognitive health products. One aspect to gain consumer trust and ensure success in this area is formulating with ingredients supported by clinical studies to be both safe and effective.

NIE: What are the main factors contributing to cognitive health issues today—digital overload, stress, work pressures, lack of sleep, being overworked, dealing with an increasingly demanding and complicated world?

Eng: Mismanaged lifestyle can impair concentration, focus, acuity and ability to create and retrieve memories. One contributing factor is what is commonly consumed to reduce stress and anxiety, from Xanax to kava. So, it would be recommended to slowly reduce the reliance on these substances, while learning how to identify stressors and overcome them.

Sadewasser: One factor to keep an eye on for its impact on cognitive health would be how employees handle going back into the office full time. Many companies are starting to require employees who have been working remotely for years to come back into the office in some capacity. This large change in lifestyle for some may impact their cognitive well-being.

Bruno: One surprising factor was reported in a study published in the journal Scientific Reports. The study examined cognitive impairment in adults (aged 26-64 years) with post COVID-19 syndrome (aka, long COVID). The results were that the oldest patients were found to maintain their cognitive functions relatively preserved, with only a mild impairment in attention and speed processing, while the youngest showed the most marked and heterogeneous cognitive impairment.

The Centers for Disease Control and Prevention (CDC) have reported that 6.9 percent of U.S. adults experienced post COVID-19 syndrome, so while it’s not the only factor it is still likely a significant contributing factor among the younger adult population. With regard to sleep, a survey by U.S. News & World Report indicated that 43 percent of survey respondents experienced insomnia, which causes issues falling asleep, staying asleep or getting restful and restorative sleep. This is the most obvious factor contributing to this subcategory.

Clancy: Cognitive health issues today are influenced by a multitude of interconnected factors, each exerting its own strain on mental well-being. The prevalence of digital overload, characterized by constant exposure to screens and information overload, is a significant contributor. This constant barrage of digital stimuli can overwhelm the brain’s processing capacity, leading to cognitive fatigue and decreased focus. Also, modern lifestyles are often characterized by high levels of stress and work pressures. The demands of balancing career, family and personal responsibilities can lead to chronic stress, which has detrimental effects on cognitive function.

Inadequate sleep is another pervasive issue impacting cognitive health. With many individuals sacrificing sleep, the brain is deprived of essential restorative processes crucial for optimal cognitive performance.

The combination of digital overload, chronic stress, sleep deprivation, work pressures and social changes poses significant challenges to cognitive health. Social anxiety is rising, too, as more people have become tied to their devices as their main means of communication, creating good old-fashioned face-to-face awkwardness and the anxiety it provokes.

Gallo: Clearly aging is the most significant factor contributing to the overall rise in cognitive issues. But beyond that, realities of modern life, including excessive use of digital technology, anxiety, depression, sleep debt and stress caused by work and family matters, all play a role in cognitive health and are contributing to the inset of issues at earlier ages than ever.

Michalik: Our insight into cognitive health encompasses all the subsegments that are ranking in the top seven condition specific contributors to overarching brain health, mood, mental acuity, anxiety, mental focus and memory. Sleep is increasing in what consumers are also seeking solutions for, as sleep is connected to healthy cognitive health conditions to manage stress, manage digital overload, mood and work pressures. All of these conditions are managed by the brain, they are all connected.

NBJ (Nutrition Business Journal) reports that all age groups showed substantially more interest in brain health products in 2023 than in a 2020 survey. However, consumers ages 18 to 34 were nearly as likely to show purchase intent as consumers 55 to 75 are telling us that brain health needs are needed to cover our lifetime. Consumers ranked brain health in the top three trends by interest in which it is the “brain” that manages our ability to improve overall health.

Miller: There has been a revolution in understanding that total health is more than just physical health, and our mental well-being is equally as important as good nutrition and proactively supporting bodily systems like our digestive health and immune health. In turn, consumers recognize that cognitive function and mental well-being have a significant connection to overall quality of life and our ability to deal with the demands of life today. Our modern lifestyles are one of the greatest contributing factors to cognitive health issues, and as consumers continue trying to return to normalcy after the COVID pandemic, these rising stressors put intense demands on our cognitive function and abilities.

In an effort to perform and function at our best, consumers of all ages are prioritizing functional products that support them in getting a good night’s rest; helping them stay alert, energized and focused through the day; managing their response to stress; and improving overall cognitive performance.

NIE: It used to be like, “Take Ginkgo biloba and call me in the morning.” Has this botanical fallen out of favor? What botanical ingredients are the best for cognitive health, and why?

Sadewasser: Gingko biloba is a botanical that is still used in the cognitive space today. However, innovation in the market has really been driven by the optimizing of botanical blends, unique sources and increasing efficacy in botanicals. The entrance of all of these botanicals and botanical combinations has been what is catching attention in the cognitive health space.

One such ingredient is Neumentix. Using a novel approach to produce spearmint extract, this Kemin ingredient has shown exciting results for neuronutritive benefits. These benefits include enhanced focus, attention, short-term memory and improved physical performance without disrupting sleep patterns.

Bruno: According to Business Research Insights, the global Ginkgo biloba market was $197.2 million in 2022 and is expected to reach $261.2 million by 2028 with a CAGR of 4.8 percent. So, from a market perspective, I wouldn’t say that ginkgo has fallen out of favor. According to research from the September 2021 issue of Current Neuropharmacology, the most prevalent botanicals dominating the cognitive health category include Gingko biloba, American ginseng, and Bacopa monnieri.

These botanicals are supported by good research, although there are many other botanicals with similarly good research for cognitive health.

Dockery: Ginkgo biloba is no longer at the top of the list of cognitive health ingredients, but much of this could be simply due to the introduction of so many other ingredients into the cognitive health sector of the industry so, its prominence has been diluted in the sea of brain health ingredients.

There are other botanicals that are ready to make a big splash in the marketplace as research into their cognitive benefits begins to amass. One of these is sage. Even its common name is associated with wisdom and intellect. Sage (Salvia officinalis) has a long history of traditional use for cognitive-enhancing effects, and research into the pharmacology and clinical effects of several species, including S. officinalis and Salvia lavandulifolia (Spanish sage), is growing quickly.

Gallo: In the brain health space nootropics have been on the rise, with Lion’s mane as a key go-to. Generally, ingredients that increase blood flow to the brain and support the vascular system are increasingly sought after.

AroniaCraft and CurrantCraft are two ingredients that provide vascular support and healthy blood flow, offering product developers a great opportunity to differentiate their products and bump up the cognitive benefits to a fish oil, Ginkgo biloba or nootropic formulas.

Nair: There’s always a new and shiny object that can push something else out of the spotlight, but that doesn’t mean the older one is irrelevant. In the case of Ginkgo biloba, there are numerous studies this year so far using rat models of Alzheimer’s and other types of cognitive dysfunction. Ginkgo still has relevance, and other newer ingredients, such as lion’s mane, likely may be blended with it for distinctive products.

NIE: Other brain-health ingredients have been (or in some cases were previously) popular for brain-health formulations over the last 20-25 years—alpha lipoic acid, PS, acetyl-L-carnitine, huperzine A, vinpocetine, OPCs, NADH and DMAE. Which of these ingredients is strongest in terms of science and popularity among formulators?

Bruno: In my opinion, phosphatidylserine (PS) has is the strongest in terms of science. This includes human research on PS for age-related cognitive decline, Alzheimer’s disease and attention deficit-hyperactive disorder. Depending upon the study, the dosage for PS ranges between 100 and 300 mg. If a powdered version of PS is being used, it will require a doubling of the doses since it is a 50 percent material.

Michalik: Chemi Nutra’s SerinAid PS has been extensively studied particularly for in improving memory, focus and overall brain function. The science is documented in research literature, making it a favored ingredient in cognitive-health formulations. SerinAid PS has gained the trust of consumers due to its proven effectiveness and this compound is used in various brain-health products.

Key SerinAid PS attributes:

• Essential component of brain gray matter 20-30 percent
• Insulates nerve fibers and brain
• Supports cell structure and communication
• Facilitates fast and efficient neurotransmission

NIE: Speaking of science, which branded ingredient(s) has (have) the best science and/or is (are) the most innovative?

Bruno: Not surprisingly, supplementation with spermidine (1.9 mg or 3.3 mg, six days per week) in a three-month, multicentric double-blind preliminary study demonstrated a clear correlation between intake and the improvement in cognitive performance in the group treated with the higher spermidine dosage. The most substantial improvement in test performance was found in the group of subjects with mild dementia with an increase of 2.23 points (p= 0.026) in the mini mental state examination (MMSE) and 1.99 (p= 0.47) in phonematic fluidity.

Likewise, a three-month, randomized, placebo-controlled, double-blind Phase IIa pilot trial evaluated the impact of spermidine supplementation (1.2 mg/day from a plant extract) on memory performance in older adults at risk for the development of Alzheimer’s disease. Results were that memory performance was moderately enhanced in the spermidine group compared with placebo at the end of intervention. Furthermore, a human population study evaluated possible correlations of dietary spermidine intake with cognitive decline in 815 participants. Results were that spermidine intake correlated with memory scores and a reduction in cognitive impairment.

In addition, Nutraland USA is currently conducting a 300-plus person randomized, double-blind, placebo-controlled clinical trial on our Miricell rice-germ polyamines that provide spermidine.

Nair: SO-DSX1 is our new lion’s mane extract ingredient. SO-DSX1 is a patent-pending proprietary blend of lion’s mane fruiting body and mycelium. In the clinical study, adults aged 18 to 45 consumed either SO-DSX1 1.8 g or placebo daily for 28 days and tested at one-hour (acute) and 28-days (chronic) post consumption. Results showed distinctive improvements in Stroop task time after one hour and Visual Analog Score (VAS) after 28 days.

Michalik: Chemi Nutra’s brand AlphaSize A-GPC (Alpha-Glyceryl Phosphoryl Choline) is an advanced choline compound that supports brain metabolism and cognition by promoting the release of acetylcholine, the brain and body’s primary neurotransmitter. This sharpens cognition and focus in the brain and enhances muscular output and delays muscle fatigue in the body. AlphaSize has the unique ability to cross the blood-brain barrier that makes it an effective source of choline for brain health and mind to muscle activity without causing crashes or sleep disturbances.

Gallo: Artemis International supplies Blue d’Or PureWild Blueberry Powders to answer the call for premium-quality wild blueberry ingredients for brain health formulations and beyond.

Another berry joining the brain health conversation is black currant, thanks to its ultra-high-antioxidant status to attenuate age-related free radical damage of the brain. It is a great berry to seek out to enhance brain health formulas.

Artemis International’s CurrantCraft Black Currant extract is standardized to anthocyanin and polyphenol actives.

Sadewasser: Neumentix is a natural nootropic for neuronutrition. By boosting cognitive performance via supporting neural tissues, Neumentix targets crucial areas like working memory and attention. Neumentix is backed by extensive research including five human clinical trials, 20 peer-reviewed publications, 11 pre-clinical studies and three safety assessments.

Miller: Today’s consumer defines optimal cognitive health as having good memory levels, the ability to concentrate, and feeling alert. Now brands can deliver all of these benefits with nooLVL, a unique and patented, non-stimulant science-backed ingredient solution developed by Nutrition21 that has been clinically supported to deliver safe and effective focus consumers can feel in as little as 15 minutes. The nitric oxide-enhancing capacity of bonded arginine silicate combined with Inositol creates a unique ingredient that promotes brain performance quickly—all without the use of caffeine or other stimulants.

Backed by three clinical studies, nooLVL is a safe, effective and fast-acting nootropic ingredient that can improve focus, concentration, and memory—all while helping users feel more energized, without any negative impact on heart rate or blood pressure. The science supporting nooLVL means that manufacturers can incorporate cognitive claims such as boosting focus, concentration and memory, along with helping to support energy levels.

NIE: Which marine-based branded ingredient for brain health would you like to point to, whether it’s omega-3s or microalgae?

Dockery: Most people associate DHA with brain health. DHA is one of the long-chain omega-3s that is produced in the last stage of omega-3 metabolism in the body. It is crucial for neural development through neurogenesis, neurotransmission and protection against oxidative stress.

However, there are non-marine vegan options that can efficiently and effectively increase the body’s own production of DHA from intermediate omega-3s. Ahiflower seed oil is one such ingredient that has been shown to provide the building blocks necessary for production of not only DHA, but other crucial intermediate omega-3s as well.

In addition, Stratum Nutrition recently launched a proprietary cognitive health ingredient derived from sage, called Sibelius Sage, a proprietary sage extract with clinically-supported memory and attention benefits.

NIE: Which branded botanical ingredient would you like to point to, and why?

Clancy: Our two ingredients—Prolanza ashwagandha root and Melotime melatonin are relevant for supporting cognitive activities. This means that each helps promote favorable stress moderation (Prolanza) and sleep (Melotime), both of which contribute mightily to cognitive abilities.

As an adaptogen, Prolanza ashwagandha root has been shown to provide long-acting biological action and high bioavailability with just a single daily dose of 300 mg. A randomized, double-blind, placebo-controlled study examined efficacy of 300 mg Prolanza capsules versus placebo on cognitive functions, stress levels, sleep quality and overall well-being.

Compared to placebo, once daily 300 mg Prolanza significantly improved memory, focus, psychological well-being, and sleep quality with notably reduced stress levels.

Stress impacts sleep and poor sleep impairs the speed and clarity of cognitive processes. Melotime is a proprietary melatonin that is time released to provide sustained eight hours of sleep. Its unique profile releases 50 percent of the dose in the first hour followed by more each one hour afterward.

Sadewasser: Kemin’s FloraGLO Lutein—derived from marigolds—has been shown to help improve cognitive flexibility, complex attention, reasoning and visual memory. In addition, research has shown that FloraGLO Lutein is able to modulate cognitive function with positive effects on neural response and brain network connectivity.

Eng: NeuroActin is a patented standardized extract of Andrographis paniculata that has been demonstrated in two published human clinical trials to support the structure and function of the brain and offer potent neuroprotective benefits. The research identified specific mechanisms of action including but not limited to reducing Tau hyperphosphorylation, inducing post-synaptic proteins and healthy synaptic function, and stimulates neurogenesis. It also has been shown to inhibit inflammation. Formulators may claim that NeuroActin supports youthful memory and cognitive funcions.

IQ200 is an extract of Persicaria minor (also known as kesum and Polygonum minus) that is patented for cognition benefits. Kesum is nicknamed “smart weed” because it is associated with improving memory and cognitive function.

IQ200 is supported by three human clinical trials showing that it can improve learning, memory, mood, and quality of life. In the research, the IQ200 group demonstrated significant improvement in reaction time, working memory, cognitive function score and attention, as well as gains in brain-derived neurotrophic factor (BDNF).

NIE: What other branded or commodity ingredient(s) or nutrient would you like to point to, and why?

Gallo: AroniaCraft is a European aronia berry extract standardized to anthocyanins. The unique anthocyanins in aronia berry (also known as chokeberry) have been tied to neuroprotective benefits.

NIE: What gut-brain axis/microbiome-supportive nutrient for cognitive health would you like to point to, and why?

Withee: With all the discussion around the effects of the gut on our brain—stress, anxiety, sleep, depression—we forget the gut brain axis is bidirectional. In fact, half of all functional GI (gastrointestinal) disorders originate not from a gut infection or a bad burrito, but from a psychosocial cause. If stress is causing dysbiosis, trying to reduce stress by fixing dysbiosis is like trying to reduce bicycle accidents by mending broken bones.

That’s where Digexin comes in. It’s the first ingredient to directly benefit both the gut and the brain. It stimulates peristalsis by increasing serotonin in the gut. And it reduces cortisol, lowers stress and improves sleep for the brain.

Our bodies don’t know the difference between an encounter with an aggressive driver and a deadline at work—both shift us into the sympathetic tone and away from proper digestion.

Digexin helps shift from the sympathetic tone (fight or flight) to the parasympathetic tone (rest and digest), providing additional GI benefits and preventing relapse of symptoms.

Dockery: Stratum Nutrition offers Bimuno, a unique galactooligosaccharide (GOS) prebiotic. Bimuno is selective in nourishing the production of beneficial gut bacteria, such as several strains of bifidobacteria. Bifidobacteria are key microorganisms involved in the gut-brain axis response.

Gallo: ElderCraft European Elderberry extract is a multi-faceted ingredient positioned to elevate any formulation it is in, as it now has studies and health implications in the important related areas of immune health, gut health, and brain health—a true trifecta of health.

NIE: What are unique challenges and opportunities that manufacturers have when formulating cognitive-health products?

Eng: They should ensure that the ingredient they are interested in pursuing with the supplier can cross the blood-brain barrier. Not all do.

Bruno: Although not unique to the cognitive-health category, formulators need to be aware that not all cognitive support nutraceuticals are suitable for all delivery forms. Some nutraceuticals have bitter notes and so may not be the best choice for delivery forms like gummies, liquids and powders. Other nutraceuticals do not have good dispersibility, and therefore aren’t a good choice for a liquid supplement or a powdered supplement designed to be mixed with a liquid. Another consideration is dosage. Those nutraceuticals requiring dosage in grams aren’t going to be a could choice in gummies or capsule since you’d have to recommended multiple servings to reach a clinically significant dose. Make sure your formulator is aware of which nutraceuticals are suitable for your desired delivery form.

Clancy: Some inaccurately combine concentration and focus or use them interchangeably. However, each is a separate part of attention. Concentration refers to how attention is directed while focus is honing on a single element at which attention is directed.

Also, is the supplement geared to supporting or promoting sustained attention? Or is it geared to support working memory capacity? We believe being more, well, focused on what your product is supporting will resonate powerfully among the growing consumer base for overall cognitive and mental support. The beauty of Prolanza is that it has been demonstrated to support stress reduction and cognitive function.

Gallo: There is a major marketing engine around pharma-backed products such as Schiff’s Neuriva. In addition, supplement brands are working at breakneck speed to produce new brain and cognitive health products, which frankly is flooding the market a bit. Differentiation is key. Perhaps taking a page from the needs of the gaming community presents a new path. That population specifically seeks clarity of thinking and crystal-clear vision to power success, so formulating a multifunctional product that provides clarity of mind, sharpness of vision and increased energy provides a solid opportunity. Think delivery in a quick shot or a meltable instead of another gummy product.

Dockery: Manufacturers should have tremendous opportunities for developing products to address brain health because there are so many aspects of brain health to consider, especially when brain health expands beyond cognition to include areas of mental health as well, such as stress and quality of sleep. And because those different areas of brain health are often linked to other areas of health, unique formulations are possible.

However, manufacturers should keep in mind when creating multi-ingredient formulations that ingredients should be included in clinically efficacious amounts and research on some ingredient blends is imperative as ingredient combinations don’t always result in a synergistic effect. Sometimes the effects can be the exact opposite.

Michalik: Manufacturers challenges when formulating cognitive-health products include ensuring the efficacy of ingredients, regulatory requirements and clinical research support product claims. Opportunities include new ingredients, leveraging scientific and the increase of consumer demand for cognitive-health supplements in the market. Consumers are also sensitive to experiencing some response, change or measurable effect to their supplementation regimen even though immediate or short-term responses for changes in cognitive health may not be realistic. In this case formulators would be wise to select ingredients with well documented performance with the expectation that the consumer may research the ingredients to gain or maintain some reassurance that their selection has a proven benefit history.

Miller: As consumers narrow their focus on specific cognitive health outcomes they hope to address with functional health products, it’s critical to innovate products that can deliver meaningful benefits. Unfortunately, this isn’t always the case, as there have been several reports of products with undeclared or unsafe ingredients being sold to the public, which can diminish consumer trust. As the supplement and nutraceutical market continues to be flooded with new products annually, there remains a significant opportunity for brands and formulators to stand out by marketing health benefits that are substantiated by real clinical evidence and demonstrated to be safe for daily use thus, worthy of consumers’ trust and purchase power.

Leveraging a branded ingredient to help communicate these clinically validated benefits can also build trust with the end consumer. In fact, 80 percent of U.S. consumers state that use of branded ingredients makes supplement products more trustworthy; and over half of consumers (57 percent) state they are willing to pay a premium for these ingredients.

Nair: The challenge is to resonate more fully with Generation Z, who appear to be the most anxious and concerned about their mood health, both of which affect cognitive function.

NIE: Where do you see consumer demand and the cognitive health marketplace headed?

Miller: We expect to see continued growth and demand for cognitive health benefits, which in turn should propel growth in both supplements and in adjacent categories like functional beverages. As demand grows and more products are launched into the market, consumers will put greater scrutiny onto the effectiveness of products and start to evaluate their purchases based on factors like: Has this ingredient been proven to be safe? Is there science that supports what the product says it will deliver? And, when I take the product, can I actually feel or see the effect quickly? This scrutiny should encourage more brands to leverage safe and substantiated ingredients versus alternative options that may only deliver an appealing story, but no actual effect.

Bruno: One of the emerging areas of interest is supplements for esports (gamers). Approximately 3 billion people worldwide play video games and about 74 percent of households in the U.S. have at least one family member who plays video games. Furthermore, roughly 76 percent of Americans under 18 and 67 percent of adults play games, while 7 percent of people older than 65 play video games. There is an opportunity for formulations to improve gamers’ concentration, endurance, accuracy, decision making, and reaction time.

Michalik: In addition to the growth of cognitive health growth, the women specific market has emerged as an underserved target demographic. According to NBJ, 79 percent of women surveyed agrees that preventive health management is important and are more likely to take a dietary supplement product that’ specifically designed for the female body. NIE

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