Brain Boosts I: Cognitive support ingredients surge as brain health categories grow

23 Aug 2023 --- Product applications for cognitive support continue to expand, moving from healthy aging to include sports nutrition, mood and holistic health. Tried and trusted ingredients, innovative combinations and new entries into the market are part of the driving force.

Innova Market Insights data suggest that the pursuit of achieving peak brain health has resulted in a significant rise in the sports nutrition and supplement market featuring claims related to brain benefits. This sector has experienced substantial growth, with an average yearly global expansion of 21% from 2018 to 2022.

Additionally, there has been a striking compound annual growth rate of 83% in product introductions aimed at enhancing brain and mood health within the same timeframe.

In this first of our two-part special report on brain boosting solutions, Nutrition Insight speaks with experts and professionals from leading suppliers and producers about the trends shaping the space and the future of brain health.

“Today’s consumers are hyper-aware of cognitive function and how it plays a vital role in nearly every aspect of health and well-being,” says Maggie McNamara, the marketing director at Gencor. “The pandemic also increased people’s attention toward dietary supplements to support mental health and focus.”Gencor notes that the COVID-19 pandemic increased consumer awareness about the need for holistic, cognitive health.

Chris Kalodis, the NA marketing manager for dietary supplements at dsm-firmenich, also highlights the holistic nature of brain health.

“The primary trend we see is continued strong consumer demand for solutions that will protect and enhance mental performance over time, offering holistic brain performance and overall well-being solutions,” says Kalodis. “We live in a digital, fast-paced world, and consumers of all ages and backgrounds are continuously seeking solutions that will give them an edge.”

Understanding the current demands
Beatrice Minin, the product manager for mood and cognitive health at Gnosis by Lesaffre, notes that maintaining a healthy and functioning brain is “essential to a long and healthy life.” 

“We all know that staying mentally active through ‘brainy activities’ that favor neurological plasticity, exercising regularly – which improves mood and reduces stress – getting plenty of sleep and building social networks – positive relationships can be just as meaningful as nutrition and physical activity – are important, but there is a plethora of ingredients to feed the brain,” Minin stresses.

Moreover, she also sees  the COVID-19 pandemic’s effect of bringing life-long health solutions to the front of the field and causing people to consider how they can maintain overall health and brain health in new ways, besides just eating a healthy diet.

“Getting an adequate intake of nutrients is not always possible, which is why supplementation can be beneficial,” she explains.

According to Merce Piñol del Olmo, the SVP of human health and nutrition in Europe for Aker BioMarine, the space will only continue to expand.

“There is no question that cognitive function is becoming more of a mainstream market trend with strong growth, and we are seeing lots of excitement around healthy aging, improved memory, mood, stress, focus and much more,” she reveals.dsm-firmenich says consumers of all ages are seeking solutions that will give them a cognitive edge. Image Credit: dsm-firmenich

Ståle Søfting, the sales and marketing director for GC Rieber VivoMega, points out that another trend driving the market is the demand for clean labels and natural offerings.

“Many consumers are turning to natural products and dietary supplements to improve cognitive function,” he notes. “Consumers are looking for products that can aid focus and attention, mood, sleep and energy among other things.”

Essential Ingredients
As consumers look to more natural offerings, many also look to tried and true offerings. Gencor’s McNamara notes that ingredients such as curcumin, saffron and palmitoylethanolamide are growing in popularity, while Aker Biomarine points out the increasing demand for ingredients like choline, phosphatidylserine, magnesium and vitamin B.

Furthermore, Gnosis by Lesaffre highlights the demand for ingredients such as ginseng and Rhodiola rosea.

Innova Market Insights data also spotlight the demand for essential vitamins like B6 and B12. Moreover, data suggest that the utilization of other vitamins like vitamin C and herbal and functional components such as Ashwagandha and Reishi and Lion’s mane mushrooms are gaining traction in the domain.

“B vitamins are popular in the brain health category as they play important roles in cellular energy, metabolism and brain function,” says Kalodis. “Vitamin B12 specifically has entered the conversation around cognitive enhancement as it is one of the B vitamins that contributes to neurological and psychological functions and is essential for the synthesis of neurotransmitters.”

“Botanicals continue to make inroads in the brain health category,” he continues. “Quality is paramount for this growing class of ingredients. Not all botanicals are created equal in terms of their compositions, authenticity and traceability – all factors that are critical to performance and building consumer confidence.”

VivoMega highlights that consumers seek offerings that aid in concentration, alertness, emotional well-being and sleep quality.dsm-firmenich says consumers of all ages are seeking solutions that will give them a cognitive edge. Image Credit: dsm-firmenich further reveals that choline is a significant essential nutrient that contributes to brain well-being, with particular significance during pregnancy and breastfeeding phases. Additionally, the company states that research has indicated that choline and omega 3 fatty acids, like docosahexaenoic acid (DHA), collaborate harmoniously to support brain health.

The mighty omega 3s
According to Søfting at VivoMega, there is consistent clinical evidence showing the influence of the omega 3 fatty acids eicosapentaenoic acid (EPA) and DHA across various aspects of brain health, spanning prenatal stages through infancy to advanced age. 

These specific fatty acids are primarily present in marine organisms and acquired through dietary means. Yet, humans exhibit limited synthesis of EPA and DHA, underscoring the necessity of depending on dietary sources to maintain adequate intake levels.

“I believe consumers will continually look for products for improved cognitive function and providing products in various formats for various consumer needs, like dietary restrictions and health conditions, will continue to grow the category and make omega 3 more accessible,” says Søfting.

Chris Kalodis at dsm-firmenich says consumers of all ages are seeking solutions that will give them a cognitive edge. Image Credit: dsm-firmenich further states: “Omega 3 fatty acids are one of the most popular and recognized nutrients studied for heart, brain and eye health, but have also been shown to play an important role in our immune system. Omega 3 fatty acids, primarily DHA, are critical to support brain development in early life and have also been studied for cognitive functions as we age.”

Aker BioMarine says that omega 3 fatty acids have gained recognition as brain-nourishing nutrients over an extended period. The company also states that the utilization of krill oil is growing in popularity, particularly for cognitive well-being.

“When it comes to brain health, proper absorption into the cell membranes is essential and that is where the phospholipid form from krill oil comes into play,” says Olmo. “Phospholipids help ensure superior transport, delivery and integration of omega 3s EPA and DHA and choline directly into the cells to deliver head-to-toe benefits, including the brain.”Aker BioMarine says that brain health is expanding into other categories, such as sports and active nutrition.

Beyond Superba Krill oil, the company’s leading product, Omlo says the company is also exploring novel health remedies within the realm of brain health.

“The company’s latest innovation, Lysoveta, is a targeted delivery of lysophosphatidylcholine bound EPA and DHA from krill,” she explains. “DHA and EPA play essential roles throughout the human lifespan by regulating inflammatory processes and supporting cells and organs, such as the brain.” 

“Efficient delivery of DHA and EPA to these tissues is therefore of central importance and may have important implications for health and disease.”

The future of healthy aging
According to dsm-firmenich says consumers of all ages are seeking solutions that will give them a cognitive edge. Image Credit: dsm-firmenich, the healthy aging sector is also experiencing an ongoing expansion and evolution. The company further notes that, presently, healthy aging operates in a responsive manner, as consumers search for products that address their immediate requirements.

“We expect the healthy aging platform to evolve into a more proactive regimen, where consumers are ‘investing’ in their future brain health with nutrient supplementation and education,” says Kalodis. “Consumers will better understand and value the long-term benefits of key nutrients, like omega 3, for their future cognitive health as they age.”

Gnosis by Lesaffre notes that, when it comes to brain health, consumers require more knowledge regarding maintaining brain health in comparison to the extensive information available about maintaining a healthy body and heart. 

This awareness is anticipated to increase in the coming years, contributing to sustained market expansion. Consumers necessitate a cohesive educational approach regarding crucial indicators and strategies for risk reduction. Brands that allocate resources to education and offer solutions will receive loyalty in return.Gnosis by Lesaffre points out that a key to growing the brain health space will be increasing consumer awareness.

“Brain health is not a temporary fad – it is here to stay,” says Minin. “Considering the global phenomenon of the aging population worldwide – people are living longer and the prevalence of degenerative brain disorders is increasing.”

Expanding horizons
Another major driver for future growth in the brain boost space is the expansion into other categories.

“This growth can partially be attributed to the rising awareness of mental health issues, including attention, focus, stress, memory and energy,” says Gencor’s McNamara. “We also anticipate that the brain health category will continue to be popular amongst all ages and expand into other categories, including sports and active nutrition, to help with sleep and mental alertness.”

Aker BioMarine points out that the cognitive health market holds significance across various life stages and states there has been a surge in categories like young scholars, middle-aged workers, expectant mothers and even esports enthusiasts – all displaying an interest in brain health that extends beyond the senior demographic. 

“Aker BioMarine led test pilot research groups to see how krill oil would impact a set of global gamers who practice esports on a professional level,” says Olmo. 

“The preliminary feedback was promising with 71% of the study participants reporting a positive effect on their performance, 68% noticing improvement in brain function such as concentration and memory, 72% seeing improvements in mood (mental and emotional health) and 75% noticing improvements in energy levels,” she concludes.

 By William Bradford Nichols with additional reporting by Jolanda van Hal