Brain-boosting ingredients: Convenient delivery formats and naturality reign
15 Jul 2020 --- The fast-paced lifestyles of modern consumers are driving demand for formulations that can support brain health, as well as improve cognition and mood. NutritionInsight sits down with industry experts who spotlight trending ingredients, stand-out products and the demand for natural solutions. Furthermore, diverse delivery formats to boost convenience are coming to the fore, with examples including sticks, powders and functional foods and beverages.
“In an increasingly competitive and stressful world, busy consumers have modern life demands that require a lot from both body and brain. However, not all consumers are looking for the same cognitive health benefits. At Kyowa, we seek to identify what consumers are looking for and match up the appropriate ingredients and benefits that fit each demographic,” notes Oksana Ritchie, Head of Marketing Europe at Kyowa Hakko Europe. 
“Consumers are becoming more aware of the benefits of natural versus synthetic ingredients. Therefore, they are specifically seeking safe, non-GMO and vegan alternatives,” highlights Kristi Serena, Commercial Director USA at Mibelle Biochemistry.
Trending ingredients and NPD
The space is prolific with product development and the innovative formulations are proliferating in accordance with consumer demand. Dr. Itay Shafat, Product Manager of Cognitive Line and Sports Nutrition at Frutarom, explains that in light of demand, the company has several items in its cognitive range.
Consumers are becoming more aware of the benefits of natural versus synthetic ingredients. Therefore, they are specifically seeking safe, non-GMO and vegan alternatives.“Sharp PS is our branded phosphatidylserine ingredient. Our new delivery format for Sharp PS, combined with blueberry powder – 100 percent fruit with no additives – makes it a good addition to yogurt or cereals. Also notable is ginkgo biloba, which received some bad reputation in recent years. Nonetheless, it is the most studied plant for cognitive performance. Our 100 percent unadulterated extract is a great option for those looking for cognitive support,” says Shafat.
“Moreover, Neuravena is our branded green oat extract, studied in several clinical studies and shown to improve many cognitive traits. One aspect is improvement of performance speed in cognitive tasks, which makes Neuravena especially suitable for e-gamers,” Shafat adds.
As people are searching for natural support for their cognitive performance, Anklam Extrakt is also investigating the effects of a green oat herb extract (Cognitaven). Green oat herb refers to the green unripe state of the higher aerial parts of the oat plant.
“The ‘immature’ or ‘green’ oat is well known and has a long history of use for mental well-being. The clinical study with 126 healthy adults aged 35 to 65 years demonstrated that supplementation with cognitaven resulted in enhancements in cognitive function. Remarkably, both acute and chronic intake of cognitaven resulted in a significant improvement in multitasking settings mirroring the cognitive demands of numerous everyday situations,” flags Franziska Herbst, Team Leader Marketing at Anklam Extrakt.
Kyowa Hakko’s Ritchie puts focus on the importance of DHA omega 3 fatty acids for fighting free radicals, which are essential for brain development. “We know that citicoline is a vital brain nutrient that provides a neuroprotective effect by improving phospholipid metabolism, maintaining healthy neurons and by reducing oxidative stress.”
Andrea Schid, Senior Expert Marketing at Finzelberg, flags the company’s “power extract” Concental. It has been shown to boost cognitive performance in many different aspects.
“It increases attention by boosting the brain’s concentration capacity, increases the brain’s ability to perform in mentally demanding situations and reduces anxiety levels. It regulates blood flow in the brain in high-stress situations resulting in an immediate effect. All of this combines for a significant improvement in cognitive function in a caffeine-free plant-based solution,” Schid says.
Andrea Schid, Senior Expert Marketing at Finzelberg.Prinova has so far worked on focus and cognition premixes for new product launches in gummy formats. “These have featured Aquamin Magnesium to support learning and memory as well as reduction of tiredness and fatigue, and Bacopin from Sabinsa, which, according to research studies, may support improved memory and cognitive function,” affirms Milena Ferrari, European Marketing Specialist at Prinova Europe.
“For brands looking for a stimulant, we have been formulating with encapsulated caffeine. This helps deliver a time-released caffeine dose and the encapsulation also serves to mask the negative caffeine flavor,” she adds.
Gut-brain axis
As interest in digestive health continues to grow, ADM is conducting “pioneering research” into microbiome solutions including innovative work to explore the gut-brain axis. For example, a specific ADM bacterial strain, called Bacillus subtilis PXN 21, was shown in a cellular model to inhibit the accumulation of a protein that is associated with Parkinson’s disease progression. Ultimately the aim of the research is to test Bacillus subtilis PXN 21 in a human clinical trial to understand the clinical impact of this strain in individuals diagnosed with Parkinson’s disease.
“When it comes to finished products, we have already leveraged the innovation potential of Bacillus subtilis PXN 21 in our Bio-Kult range of live bacteria supplements. Bio-Kult Mind, for example, delivers Bacillus subtilis PXN 21 in combination with bioavailable flavonoids and zinc, which holds an EU-approved health claim related to its role in contributing to normal cognitive function,” says Marie Benedicte Charpentier, Marketing & Growth Director for ADM’s Health & Wellness business, EMEAI.
Over at Evolva, the company focuses efforts on bringing science-based evidence to support the use of ingredients that contribute to human wellbeing by collaborating in clinical studies, including areas such as cognitive health and gut-brain axis.
In April 2020, the first peer-reviewed publication came out from the RESHAW (Resveratrol Supporting Healthy Aging in Women) study with Veri-te resveratrol. The results indicate that resveratrol could “potentially reverse cognitive aging by up to ten years” in post-menopausal women, according to Dr. Rachel Wong, research fellow at the University of Newcastle’s Clinical Nutrition Research Centre.
“The findings indicate there is a significant improvement in overall cognitive performance with resveratrol that is hypothesized to optimize executive function in healthy older adults and thought to delay subsequent impairment. Furthermore, the benefits on cognition are not short-lived and can be sustained with ongoing low-levels of supplementation for at least 12 months,” explains Marcia da Silva Pinto, Technical Sales & Customer Support Manager at Evolva.
Convenient formats and applications
Shafat says that the main trend within delivery formats is diversification. “Apart from traditional capsules, tablets and softgels, we see almost every ingredient in gummy format. Recently added to these are liquid formats (beverages, shots and tinctures) and powdered formats (sachets and others).”
Resveratrol can be added to ready-mix powders for sports nutrition. “For consumers looking to purchase cognitive health products, it is important to strike the right balance between efficacy and convenience. This is the reason why more traditional dosage forms, such as small capsules, remain popular. Recent years have seen the rise of gummies, which is an appealing format for many consumers. Dairy-based products are also an interesting application to explore,” Charpentier affirms.
David Tetzlaf, Director Marketing at Evolva, says that Veri-Sperse, which was launched in 2019 and is a cold water dispersible (CWD) resveratrol, is the perfect addition to ready-mix powders for sports nutrition. With a neutral taste, this delivery system is easy to flavor and incorporate into a variety of formulations, he notes.
“In addition to traditional dosage forms, shots, chewable tablets or power bars enter the market, which have a less pharmaceutical and a more trending appearance. For business people or stressed students or parents, a convenient delivery system like a shot or a stick pack for direct consumption could be more attractive than a capsule or tablet,” Anklam Extrakt’s Herbst notes.
Other potential delivery formats can range from gummies to cereal bars for immediate cognitive support in times of stressful moments. Other options include a daily supplement in today’s hectic lifestyles, explains Mibelle’s Serena.
Ritchie says she sees a wider range of applications for brain boosters in sports enthusiasts who are looking to maximize mind and body connection while training or competing in competitive sport at all levels.
“E-sports is a new segment for brain boosters and we are going to see big developments over the next couple of years. We see a lot of formulas in the market targeting young people playing competitive e-sports, where focus and concentration are essential for success,” she adds.
For Finzelberg’s Schid, cognition is opening up to new target groups and is no longer a topic merely for the elderly. Young consumers are seeking ways to concentrate, be it students studying hard for their tests, young parents trying to juggle between work and home-schooling, or business men and women trying to perform best and achieving their full potential. With these new target groups, consumers are in need of applications that they can easily consume on the go. Instant drink formats are thus gaining importance together with new application forms such as gummies or soft chews.
“Moreover, carbonated energy drinks containing ingredients that help mental focus, not just caffeine stimulation, are pegged for growth,” concludes Prinova’s Ferrari.
By Kristiana Lalou
