Brain boost in the spotlight: Activ’Inside illuminates market surge in cognitive health

22 Jan 2024 --- Ingredients that boost cognition are experiencing a market surge as consumers increasingly seek out products that help maintain, promote and improve brain health. As a result, the space is expanding into several markets, such as sports nutrition, mood and mental health.

Innova Market Insights’ data suggest that the sports nutrition and supplements market is experiencing a global increase in cognitive support claims, with a 2% year-over-year growth from 2021 to 2022. In 2022, 88% of product launches in this segment featured cognitive support — primarily in supplements — and brain-mood health was the top positioning at 83%.

“The North American market is anticipated to grow at the fastest pace owing to high responsiveness about the benefits associated with the use of brain supplements among consumers,” Maïté Jeanroy, the marketing strategy and communications manager at Activ’Inisde, tells Nutrition Insight.

“The pandemic undoubtedly plays a significant role in the desire to be the healthiest you can be, both to avoid ending up in a crowded doctor’s office today but also to be prepared for any future public health emergencies. As of today, it’s hard to imagine a future where we’re not aware of the importance of a good immune system and an active mind.”

Understanding brain health
According to Jeanroy, there is no widely accepted definition of cognition and brain health and most definitions offer only a broad overview of normal brain function or focus on specific aspects. 

The WHO describes brain health as the effective functioning of the brain in cognitive, sensory, social-emotional, behavioral and motor areas. This state enables individuals to achieve their utmost potential throughout their lives.Jeanroy points says it is “hard to imagine a future where we’re not aware of the importance of a good immune system and an active mind.”

“We acknowledge that it is difficult to comprehensively evaluate or quantify brain health through one metric owing to the multidimensional aspects of brain health,” Jeanroy underscores. 

“Another difficulty in measuring brain health is that age, culture, ethnicity and geography-specific variations exist in the perception of optimal brain health.”

“The brain is a very complex organ and has at least three levels of functions that affect all aspects of our daily lives — interpretation of senses and control of movement, maintenance of cognitive, mental and emotional processes and maintenance of normal behavior and social cognition. To promote optimal brain health, we need a better understanding of the mechanisms of brain function and dysfunction because consumers purchase food supplements for the purpose of obtaining the benefits they claim.”

Additionally, she notes that while the term “scientific evidence” is commonly used in the industry, it is crucial for accountability to validate and substantiate the claims made on product packaging. Lacking robust and factual scientific evidence not only undermines the credibility of a brand but also negatively impacts the reputation of the food supplement industry as a whole.

Using the science
Jeanroy reveals that in order to create an ingredient aimed at enhancing brain health, Actv’Inside collaborated with ten academic and industrial partners, involving 22 scientists, Ph.D. holders and engineers.

The company utilized a pharmaceutical-style development cycle, resulting in one of the most effective components for cognitive health and the company’s cognition support offering, Memophenol, created from a blend of grape and blueberry extracts.

“Memophenol went through molecule screening, six pre-clinical studies and three proprietary gold standard clinicals (published in scientific journals and earning two patents) to validate the combination of French champagne grapes and wild blueberry extracts,” says Jeanroy. “The blend concentrates the spectrum of essential polyphenols for a triple synergistic effect — higher bioavailability, improved neuroprotection and increased antioxidant capacities.”

“The research on seniors, students and gamers has proven that Memophenol is an efficacious method to improve neurogenesis and synaptic plasticity, thereby helping consumers to restore memory, boost concentration, extend mental endurance and boost overall cognitive performance.”

“Our pharma-like development of the formula has been recognized by various international awards and by numerous articles, including one in the Journal of the American Medical Association.”

Fighting modern cognitive challenges
Jeanroy also points out that recent scientific research suggests that regular use of digital technology can profoundly affect brain function and behavior in both beneficial and detrimental ways. 

While some computer programs and video games can enhance memory, multitasking skills, fluid intelligence and various cognitive functions, excessive screen time could also negatively influence cognitive and brain development.

“One of the biggest potential harmful effects of digital technology use is that it reduces attention,” Jeanroy explains. “The reason for the link between technology use and attention problems is uncertain, but might be attributed to repetitive attentional shifts and multitasking, which can impair executive functioning.”

Moreover, she highlights that constant use of technology reduces the chances for offline interaction and does not give the brain enough time to relax in its natural state. She states that although people understand the potential harm of technology, the biggest challenge many face today is its inevitability, as it is a vital tool for progress when used appropriately.

“Memophenol is for all healthy adults who wish to maintain and improve their cognitive health through a product that is not only natural and safe but overall proven to be effective and at a short period of time,” she concludes. 

“In fact, five days were enough to note improvements as Memophenol boosted key parameters that may be negatively affected by technology such as dexterity, hand and eye coordination, memory and mental fatigue.”

By William Bradford Nichols