As Baby Boomers age, they become the most obvious target for brain health supplements. But younger consumers are also shaping the category, from demand to delivery.

With the new year brings resolutions to hit the gym and exercise, whether for overall health or to lose those holiday pounds. Gym regulars infamously dread these “January joiners,” but they also rest assured knowing that after a few weeks roll by, most of them will have fallen back into their old ways—and not just to the detriment of their waistlines. When it comes to brain health, it’s been proven time and again that keeping the body active contributes to better memory, less stress and a clearer head.

But according to Eric Anderson, vice president of global marketing and communications and marketing manager for Washington-based Aker Biomarine, these lifestyle choices are only part of the equation. “Addressing them alone might not be the total solution,” he said. “It is so rare that people radically change their lifestyles. The good thing about supplementation is that it doesn’t interfere dramatically with one’s lifestyle. Consumers, particularly Americans, are better at taking supplements than they are at radically changing eating and/or exercise habits.” 

Perhaps a resolution to take a brain health supplement would be a more realistic goal for many. And, when it comes to the brain health category, supplement manufacturers will be happy to know that the target population is growing— in age and size.

A Dependable Consumer Base 

As people age, many begin to experience the symptoms of mental decline, however benign as they may seem in the beginning. From forgetfulness to decreased mental acuity, older adults are seeking out brain health supplements to regain some of the mental sharpness that decreases naturally with time.

“Generally speaking, the U.S. market for brain health ingredients and supplements is solid and only getting stronger—with the aging of the Baby Boomer generation becoming a major driver,” said Steve Dillingham, general manager of GC Rieber Oils, Inc. in New Jersey. He noted that with aging comes the likely advent of age-related brain health challenges such as memory and mental acuity deterioration, and even the onset of Alzheimer’s disease and dementia. “Products and ingredients that can be shown to benefit such brain health issues will be well received by this large, important demographic group for years to come.” 

Indeed, the aging population is a green light for manufacturers. According to Hilla Atias of New Jersey-based Enzymotec, this particular segment of the population is projected to increase by 135 percent between the years 2000 and 2050. “The proportion of the population that is over the age of 65 will increase from 12.7 percent in 2000 to 20. 3 percent in 2050,” she said. “The proportion of the population that is age 85 and older will increase from 1.6 percent in 2000 to 4.8 percent in 2050.” 

The company’s phosphatidylserine (PS) ingredient, Sharp PS® Green, supplements the brain’s supply of PS, which, according to Atias, has been shown to be beneficial for cognitive functions such as concentration, focus, learning and Memory, especially with elderly adults.

It’s great news that the population is growing, but perhaps even better news is that it’s a population quite receptive to taking supplements. According to Aker’s Anderson, the AARP (American Association of Retired Persons) maintains that nearly nine out of 10 of its consumers believe that it is possible to improve cognitive fitness, whether through exercise or supplementation.

“Recently published data derived from the National Health Interview Survey (n=22,783) in the U.S. indicate that [for the aging population], use of dietary supplements is not uncommon,” agreed Barbara Davis, PhD, RD, director of medical and scientific affairs at New Jerseybased P. L. Thomas & Co., Inc. “Specifically, 10.3 and 11.4 of the 40-54 and 55-64 years age groups, respectively, stated that they used dietary supplements for cognitive health.” 

Omega-3s for Children 

It’s obvious that the 55-and-older set is a great target for brain health supplement manufacturers. But this category is beginning to skew younger as well, as more people recognize that it’s better to get ahead of mental health issues before they present symptoms.

GC Rieber Oils’ Dillingham noted that ingredients offering brain health and development benefits for the prenatal, childhood and adult markets are on the rise, and he credits it with a heightened consumer awareness of how certain products and ingredients can improve brain health throughout the various life stages. Whether it’s through television coverage or commercials, or through the knowledge of local supplement retailers, manufacturers are getting the word out to the consumer, and shoppers of all ages are listening. And what they’re hearing about is omega-3s.

“According to the Global Organization of EPA & DHA Omega-3s (GOED), particularly in developed economies such as the U.S., [omega-3s] boast a 92 percent awareness rating,” said Anderson. Part of this, he explained, could be attributed to the fact that along with calcium, vitamin E and acetaminophen, omega-3s are still among the most studied ingredients in the world. “Still, with 22,000 papers published on omega-3s, GOED believes we are still at the beginning of understanding their value to human health.” 

Though popular among all age groups, omega-3 supplements are widely consumed by children.

“Because most brain development takes place before age 5, making sure infants and children have adequate quantities of omega-3s in their diet is key,” Anderson explained. “It’s hard to make up for a lack of omega-3 intake later when major memory issues and conditions start to surface. The goal is to start young.” 

And when it comes to the market, manufacturers of omega-3 products have bought into that goal and have begun to successfully market omega-3s to the younger set.

According to Euromonitor International, most products containing omega-3s are aimed at children. In fact, the market research firm’s health and wellness data shows that 90 percent of brain health and memory positioned products are accounted for by dairy products. “Older people do consume dairy products, but not to the same extent as children,” the firm’s report stated. And while parents are a great demographic to target for manufacturers, Euromonitor’s report cited the saturation of omega-3 dairy products as creating a hole in the market when it comes to the needs of older consumers.

Ultimately, this is good news for manufacturers: parents are buying products for their children, and it seems there is room in the market for products aimed at those very parents themselves.

Different Consumer, Different Deliveries 

Beyond the dairy aisle, the youth market is driving the brain health category beyond just fortified omega-3 products. “Other target audiences are students and young adults who are looking to improve their memory, concentration and studying abilities,” explained Enzymotec’s Atias. “Even pregnant women who seek to enrich their diet with nutrients that have a positive effect on the cognitive development of their baby are interested in brain health supplements.” 

“Data from HealthFocus International (2010) shows that 40 percent of even the youngest consumers (18-24 year olds) are concerned about retaining mental sharpness,” agreed Davis, adding that brain health is so much more than just memory—it is also about mood and stress as well, which are popular concerns among the younger generation.

“In the United States today,” Davis said, “more than 75 million people experience stress with negative consequences for their physical and mental health, quality of life and economic activity.” P.L. Thomas recently launched Zembrin® Sceletium tortuosum extract, which in addition to relieving symptoms of stress, also enhances cognitive function and elevates mood.

“The trend I’m seeing is trying to get brain health supplements into the hands of a younger population, not just the Baby Boomer,” said Laurent Leduc, COO of Alchem USA Inc. in Minnesota. “These consumers want to stay sharp and focused, not because they see their mental acuity declining, but because they desire more steadied concentration at school or work.” 

These shoppers also want something convenient when it comes to their supplements. They’re a generation used to energy drinks, said Leduc, and they seek out that same delivery across the board. “In the past, we’ve seen people targeting energy-type drinks,” he explained, “but now we’re seeing liquids and beverages in the brain health category. It’s a result of the saturation of energy drinks in the market and of general consumer interest. It’s easier for them to use.” 

To that end, Alchem USA recently announced the launch of ReQollect™ Solution, a novel form of concentrated liquid vinpocetine suited for use in beverages to enhance memory and alertness, as well as in pre-workout formulations to improve focus and coordination. This new form of vinpocetine is highly dispersible, and can be used in a wide range of beverage and liquid preparations such as dairy, juices, functional waters, energy shots and pre-workout supplements.

From the faithful Baby Boomers to newcomers like young professionals, it’s clear that there really is no “target” for brain health ingredients and supplements. “It’s imperative to maintain a healthy brain throughout your life, from infancy to adulthood,” said Anderson, “and you need the right nutrients to make that happen.”

For supplement manufacturers, the demand has never been higher.

“As opposed to areas such as bone and heart health where there is a wide range of products in the market, mental health and cognitive function is an area with a large gap between consumer desire and product solutions,” explained Atias. “This gap creates a huge potential for development.”

Omega-3s: New Research, New Ingredients

Linked to Alzheimer’s disease and a decline in thinking and memory skills, brain shrinkage occurs when the brain tissue literally begins to thin out. Shrinkage can be caused by many things, from natural aging to alcohol abuse. But a recent study appearing in Neurology showed that supplementation might be one way to slow or even eliminate shrinkage.

Researchers began with a group of 104 people with an average age of 87 years. The subjects had very few risk factors for memory and thinking problems. They were tested with memory and thinking exams, blood tests and MRI scans to measure brain volume.

Researchers found that those with diets high in omega-3s and vitamins C, D, E and B were less likely to have brain shrinkage than those with lower levels of these nutrients in their diets. This group also tested higher in mental thinking tests than those subjects with diets low in the nutrients.

This study was the first to use nutrient biomarkers in the blood to analyze the effect of diet on memory, thinking skills and brain volume. Previous studies looked at only one or a few nutrients at a time, or had to rely on subjects’ own recollections of their diet to assess the nutrients’ effects—a less reliable tactic in that it relies on the subjects’ memories (which could be flawed), and does not take into account how much of the reported nutrients are absorbed by the body, which can be an issue with elderly subjects, according to researchers.

Though omega-3s are still one of the most popular supplements on the market, the ingredient is not without its challenges.

As a supplier of krill omega-3s, one of Anderson’s challenges at Aker Biomarine is getting retailers and the public to understand that not all omega-3s are created equal. Aker Biomarine supplies krill omega-3s, which, according to the company, are better utilized by the body than other omega-3s and are less likely to cause the stomach discomfort associated with other omegas on the market.

GC Rieber Oils recently launched its latest omega-3 ingredient, VivoMega 70 DHA Ultra, an omega concentrate providing 650 mg/g of DHA and 50 mg/g of EPA. “Our 70 DHA Ultra concentrate is manufactured in the highly stable TG form, which is particularly well suited for liquid, emulsion, chewable and gummy formations, in addition to the traditional soft gel formulations,” said Dillingham.