Cognitive Health for All Ages

by Mike Straus | May 1, 2025

Here’s how cognitive health ingredients are getting smarter.

Cognitive health has taken center stage for consumers of all ages. From busy young professionals looking to gain an extra edge, to senior citizens aiming to preserve their cognitive capacity, cognition is on everyone’s mind. As such, the American cognitive health supplements market reached $3.21 billion in 2023, and is predicted to grow at a compound annual growth rate of 11.2 percent through to 2030.1 With cognitive health supplements going mainstream, cognition-supporting ingredients are becoming smarter than ever before. Here are some of the emerging advancements in cognitive health ingredients that manufacturers can leverage to create superior finished products.

Cognitive Health Ingredients Advance

Emerging innovations in cognitive health ingredients are making these products more personalized, more holistic and more effective. Shaheen Majeed, global chief executive officer and managing director for nutraceutical manufacturer Sabinsa in East Windsor, NJ, said that personalized formulations based on genetic testing and lifestyle data are on the rise. Furthermore, he noted that advances in bioavailability like liposomal delivery systems and nano-encapsulation are enhancing the absorption and effectiveness of ingredients like curcumin and omega-3 fatty acids.

“Artificial intelligence is being used to create optimized, data-driven supplement formulations based on consumer preferences and scientific research,” Majeed explained. “The use of plant-based nootropics, such as bacopa, is on the rise, providing natural cognitive support without synthetic compounds.”

Cognitive health ingredients are also increasingly showing up in synergistic blends. Ståle Søfting, sales and marketing director for manufacturer GC Rieber in Norway, noted that one emerging trend involves combining omega-3 fatty acids with vitamin K2 or black seed oil. These synergistic combinations, he explained, enable a more targeted approach to cognitive health for consumers.

Interestingly, the cognitive health category itself is getting larger. India-based supplier Natural Remedies Head of Research and Development Dr. Deepak Mundkinajeddu said that the definition and scope of what constitutes cognitive health has expanded significantly in recent times, which is impacting how ingredients are selected and formulated.

“Multiple requirements like memory, attention, problem solving, focus, processing speed, executive function and emotional well-being are being covered under cognitive health,” Mundkinajeddu explained. “Accordingly, the ingredients with specific claims are being selected and formulated under the concept of nootropic stacking.”

Stacking, Dr. Mundkinajeddu said, is where different ingredients with different cognitive health applications are combined into a single product in order to induce synergistic actions. Initially popular among biohackers, nootropic stacking is now becoming a mainstream part of formulating cognitive health ingredients.

Perhaps one of the biggest shifts in cognitive health formulations involves its place in the overall health sector. Shawn Baier, vice president of business development at ingredient supplier TSI Group in Missoula, MT, explained that as research continues to affirm the link between cognitive wellness and overall health, there is a growing opportunity to integrate cognitive health into the broader wellness conversation.

“Another interesting trend is the increasing prominence of cognitive health in the sports nutrition category,” Baier said. Many pre-workouts now include nootropics, reflecting a shift in consumer expectations. People aren’t just looking for physical endurance but also enhanced mental clarity and performance during exercise and sports competition.”

Brian Zapp, director of marketing at ingredient supplier Applied Food Sciences in Kerrville, TX, agreed that cognitive health is becoming a larger part of holistic health. Zapp said that consumers are increasingly aware of the connection between cognitive function and emotional well-being and prioritize ingredients that address both aspects. Zapp noted that Applied Food Sciences has seen growing interest in botanicals like AmaTea Max organic guayasa extract, which provides sustained mental energy and focus while also contributing to a more balanced mood.

As the cognitive health space heats up, manufacturers are seeking out more ways to differentiate their ingredients. Kyowa Hakko Senior Marketing Manager Maria Stanieich in New York, NY explained that the company recently received a U.S. patent for the ingredient supplier’s branded citicoline ingredient Cognizin. The patent, Stanieich noted, is for enhancing cognitive performance, specifically by improving visual attention. Cognizin is now the only citicoline on the market that can make such a claim.

Emerging cognitive health ingredients are also targeting consumers by demographic. Lorena Carboni, scientific communications expert, SAMe for ingredient supplier Gnosis by Lesaffre in France, explained that the cognitive health category’s substantial growth is driven in part by an increasing awareness around cognitive impairments associated with menopause.

“As women enter the menopausal transition, many experience cognitive changes, such as difficulties with memory, concentration, and mental clarity,” Carboni noted. “This is due to the hormonal fluctuations that occur during this life stage, which can have a direct impact on brain function and cognitive performance.”

Carboni explained that as estrogen levels drop, the delicate balance of neurotransmitters like serotonin, dopamine, and norepinephrine becomes disrupted, which can contribute to cognitive impairments. That’s why Gnosis by Lesaffre offers its Adonat Premium SAMe (S-adenosyl-methionine) ingredient. An endogenous compound that depletes over time, SAMe is involved in synthesizing neurotransmitters and helps maintain the proper balance between serotonin, dopamine, and norepinephrine. Preclinical research, Carboni said, has validated SAMe’s ability to enhance cognitive performance and protect against age-related cognitive decline.

Innovations like this are the result of primary research that has rendered a deeper understanding of cognitive health. Tysons Corner, VA-based supplier Specnova CEO Sebastian Balcombe, MS, said that emerging research has helped identify the physiological targets involved in cognition, which has been key to optimizing ingredients that influence the brain. At Specnova, machine learning and artificial intelligence have helped make these advances. Balcombe pointed to Specnova’s branded NooGandha ashwagandha ingredient as an example; the company used advanced extraction processes and liposomal technology to optimize the ingredient’s efficacy.

As it turns out, using artificial intelligence to optimize ingredients that support human intelligence is a growing trend. Julianne Gardner, marketing and communications manager for ingredient supplier Stratum Nutrition in Carthage, MO, explained that the use of AI-based tool AlphaFold to predict protein structures was awarded the 2024 Nobel Prize in Chemistry. The machine learning techniques involved in this award-winning endeavor were also used to identify differences in glycosylation patterns of proteins important for neural functions, cognitive processing and axonal growth. The authors of this animal study, Gardner said, identified glycosylation as a modification of the proteins critical to cell-cell interactions; the study determined the role that gut bacteria play in influencing the brain on the molecular level.

Cognitive health ingredients also aren’t just for seniors anymore. Sabrina DiBlasio, senior director of activation marketing for ingredient supplier OmniActive Health Technologies in Bridgewater, NJ, said that consumers are now demanding cognitive health products for school-aged children. As a result, OmniActive has advanced research on its Lutemax Kids ingredient. The Lutemax Kids Study,2 published in 2024, demonstrated that lutein and zeaxanthin are important nutrients for children’s cognitive development.

“Consumers are increasingly seeking multi-functional ingredients,” DiBlasio said. “This now includes supporting brain and eye health, recognizing the strong connection between cognition and visual processing. There is also a rising interest in clinically validated ingredients, as consumers become more knowledgeable, and manufacturers focus on science-backed solutions.”

As cognitive health gains popularity for consumers across the age spectrum, suppliers are bringing new ingredients to the fore. Thomas Beadnall, senior marketing manager for ingredient supplier Aker BioMarine Human Ingredients AS in Oslo, Norway, noted that the company has recently launched its branded Lysoveta ingredient, a lysophosphatidylcholine ingredient that delivers omega-3 fatty acids directly into the brain. Lysoveta gained NDI (new dietary ingredient) status in 2023, and in the fall of 2024, Fenix Health Science launched a cognitive health product including Lysoveta.

Emerging Science Demonstrates Efficacy

Recent studies are showing that cognitive health ingredients do indeed improve cognition. One randomized, double-blind, placebo-controlled trial examined the efficacy of Sabinsa’s branded Sabroxy ingredient on cognitive function on 82 individuals with self-reported memory impairment. The subjects took 500 mg of Sabroxy twice daily, or a placebo, for 12 weeks. After 12 weeks, the Sabroxy group reported substantial improvements in working memory, immediate word recall, rate of learning, episodic memory and measures of Brain Derived Neurotrophic Factor (BDNF). BDNF plays a vital role in supporting neuronal survival and stimulating the growth of new neurons and synapses.3

Animal studies have demonstrated the efficacy of omega-3 supplementation in mitigating the effects of neonatal brain injury. One 2024 study by Aker BioMarine examined the effects of Lysoveta EPA and DHA in LPC form, demonstrating that Lysoveta had a neuroprotective effect. The study authors found that Lysoveta reduced gray matter and white matter loss in mice.4

Meanwhile, clinical trials have found that herbal ingredients like Bacopa monnieri can improve memory in healthy adults. One experiential study on Natural Remedies’ branded BacoMind ingredient found that 450 mg of BacoMind given daily for 12 weeks improved performance in tests associated with attention and verbal memory in older adults.5

Formulating with Cognitive Health Ingredients

With the wide array of cognitive health ingredients on the market, formulators and brands have plenty of options for creating cognition supplements. As such, finding the right cognitive health ingredient for a given application can be challenging.

First and foremost, Mundkinajeddu said that manufacturers should look for GRAS (generally recognized as safe) ingredients. Any ingredient with a GRAS designation will be exempt from the usual Federal Food, Drug, and Cosmetic Act food additive tolerance requirements. Furthermore, Mundkinajeddu noted that the quality of clinical studies is an important factor to be considered. Factors to examine in studies include scope of bias, design of the clinical trial, and whether the trial addressed the specific needs of the target population.

Carboni noted that formulators need to keep in mind that the average consumer for cognitive health ingredients is now younger than ever before, meaning it’s important to formulate ingredients that appeal to a diverse range of ages and lifestyles.

“Formulators are recognizing the need to take a more personalized approach when developing cognitive health products,” Carboni said. “Rather than a one-size-fits-all solution, they are formulating products that can be tailored to the unique needs and preferences of individual consumers. This includes considering factors such as age, gender, life stage and specific cognitive concerns.”

Stanieich emphasized the fact that consumers have access to more information than ever before, and they’re doing more research to better inform themselves about the types of ingredients they’re putting in their bodies. As a result, consumers are now looking for scientifically validated products that offer safety, efficacy and quality.

“Branded ingredients can give manufacturers a huge advantage here because they provide the transparency and trust that consumers are looking for,” said Stanieich. “A familiar brand name is often a signal that the product is reliable with science-backed claims. This is especially important when it comes to cognitive health.”

Balcombe noted that formulators should focus on the quality of clinical research and the actual outcomes instead of getting caught up in the numbers on a spec sheet. He cautioned against using an ingredient with high specs that performs poorly in clinical trials.

Beadnall raised the issue of the blood-brain barrier as a unique challenge for cognitive health ingredients. Many supplements, he said, cannot efficiently cross the blood-brain barrier, meaning they lack strong efficacy claims.

For Gardner, ingredient stability matters. She noted that concerns like heat, light, moisture and oxidation make it critical to find ingredients that remain stable under a variety of conditions. She also pointed out that while some nutrients work well together when combined, other nutrients compete for absorption, reducing their benefits. Thus, it’s important to ensure that when formulating a blend, the ingredients in question actually have synergistic benefits.

Brainy Ingredients Set to Grow

Cognitive health ingredients are in high demand across all age groups as young professionals seek an extra edge and aging seniors seek ways to preserve their cognitive capacity. These ingredients are continuing to advance as formulators look for more ways to satisfy consumer demand. Ingredient suppliers are even using artificial intelligence to identify ingredients that can impact brain performance, while liposomal delivery systems and nanoencapsulation advances make these ingredients easier to absorb and more bioactive. As demand for these ingredients grows, suppliers are investing in additional research to not only prove out their ingredients’ efficacy, but also identify adjacent areas of brain health where cognitive health ingredients may be of use.

As the cognitive health market expands, formulators and finished-product brands can capitalize on consumer demand by creating supplements that use GRAS ingredients, that effectively cross the blood-brain barrier, and that perform well in clinical trials. Furthermore, brands should look for ingredients that can “stack” their benefits – that is, ingredients that exert synergistic effects when combined in a single formulation. Using ingredients that can accomplish all of these feats, while remaining stable under a variety of conditions, is a formulator’s most effective way to create smart supplements. NIE

References:

1 Grand View Research. “U.S. brain health supplements market size, share & trends analysis report by product (natural molecules, vitamins & minerals), by application (memory enhancement, attention & focus), and segment forecasts, 2024-2030.” Published online.

2 Parekh R et al. “Lutein and zeaxanthin supplementation improves dynamic visual and cognitive performance in children: A randomized, double-blind, parallel, placebo-controlled study.” Advances in Therapy, vol. 41 (1496-1511): 2024.

3 Lopresti AL et al. “Effects of an Oroxylum indicum extract (Sabroxy) on cognitive function in adults with self-reported mild cognitive impairment: A randomized, double-blind, placebo-controlled study.” Frontiers in Aging Neuroscience, vol. 13 (2021). Published online August 30 2021.

4 Hermans EC et al. “Dietary LPC-bound n-3 LCPUFA protects against neonatal brain injury in mice but does not enhance stem cell therapy.” Nutrients, vol. 16 no. 14 (July 2024): 2252.

5 Barbhaiya HC et al. “Efficacy and tolerability of BacoMind on memory improvement in elderly participants – a double blind placebo controlled study.” Journal of Pharmacology and Toxicology, vol. 3 no. 6 (2008): 425-434.