Cognitive enhancement: Mood, memory and healthy aging central focus in a post-pandemic world
14 Jul 2021 --- Brain-boosting ingredients are rising fast as COVID-19 has put extra stress on consumers’ mental health and well-being. Mood, memory and staying mentally agile in older ages are also central concerns. An industry roundtable speaks to NutritionInsight about consumer demands within cognitive enhancement and trending ingredients.
According to recent Givaudan research, consumers believe that they can impact cognition through a few different avenues.
“According to the study, 38 percent of Australians consume energy products to stay focused all day long. On the other hand, 35 percent of Japanese consumers consume relaxation products to reduce mental fatigue,” says Dan Souza, global product manager, Givaudan, Taste and Wellbeing.
“Many consumers are also looking for products with a more direct impact on cognition, such as clearing the mind and improving focus, attention and concentration.”
Innova Market Insights data shows that 44 percent of consumers globally have taken steps to improve their mental and emotional health.
With concerns over mental health becoming more significant than ever, “Mood: The Next Occasion” is also a top trend for 2021 tipped by Innova Market Insights as making an impact.
The market researcher reveals that 44 percent of global consumers have taken steps to improve their mental and emotional well-being.
COVID-19 impact on brain health
Souza says more brands have been focusing on the emotional and mental well-being side of health due to the uncertainty and stress generated by the COVID-19 pandemic.
“It’s no surprise that consumers are feeling overworked and overwhelmed and are looking for mood-management products. Sleep-aiding adaptogens and products with calming properties are on the rise,” says Roar Hernes, senior vice president of sales & marketing EMEA at Aker BioMarine Antarctic.
“Eating well and having a diet rich in omega 3 fatty acids is interestingly seen as one of the top recommendations to fight depression,” Hernes notes.
Olaf Weitz, head of marketing & business development at Finzelberg, also brings into focus the new work-from-home culture and its effects on brain health.
“Remote work is often performed at a much higher speed, with limited times in between meetings and video conferences. Simultaneously, consumers have to handle more information and make decisions in less time – all that while the balance between professional and private life has become more challenging for many consumers,” he notes.
“We see this as a big influencing factor, driving interest in mental health and cognition enhancement products. It can help consumers concentrate and focus on those challenging tasks so that they can perform better in challenging times.”
Healthy aging and brain agility
Behnaz Shakersain, nutritionist at AstaReal, supports that a growing segment of the global population is living a longer life.
“To fully enjoy this, the aging populations need to maintain health well into older ages. Well-preserved brain and cognitive function are key elements for healthy aging and a better quality of life throughout the whole lifespan.”
“A growing number of consumers are seeking science-backed, evidence-based natural and sustainable nutritional solutions that sharpen their memory, prevent forgetfulness and help them to have a better state of mind and mood.”
Trending ingredients
Consumers see a variety of paths to cognitive enhancement, including via adaptogen ingredients. They seek NPD that can not only have a direct cognitive benefit but also support relaxation, according to Souza.
“At Givaudan, we’ve been working with an adaptogen made from American ginseng, Cereboost. Already known for its cognitive benefits on attention and working memory, Cereboost has recently been the subject of new soon-to-be-published clinical research demonstrating its effect on calming the mind and improving mental clarity.”
Aging populations need to maintain brain health and cognitive function, which are key elements for quality of life.Givaudan’s consumer insights have highlighted consumer interest in specific food applications for cognitive products, including still water and coffee beverages, chocolate-based snacks, and milk drinks and yogurts.
“At the same time, consumers are ever vigilant about what they put in their bodies and continue to seek out products with claims around sustainability, natural, clean label and free-from,” Souza notes.
DHA and EPA
More and more publications are also investigating the benefits of EPA and DHA in mood disorders, depression and cognitive function, notes Hernes.
“The brain is a lipid-rich organ, and DHA and EPA play a critical role in the development and maintenance of a healthy brain structure and function.”
Due to their role in neuroinflammation, cell signaling and brain structure, decreasing levels of DHA and EPA have been implicated in a range of neurological disorders.
“Aker BioMarine is focused on exploring the importance of LPC as a specific transporter to allow DHA and EPA to cross into the brain,” Hernes asserts.
“For the past five years, Aker BioMarine’s science team has been working on a novel LPC-EPA/DHA delivery platform called Lysoveta, and we are expecting to have a supplement ready for the US market early 2023.”
Natural brain boosters
Astaxanthin has also shown a wide range of benefits on different bodily systems, including skin, heart, eye, muscles, and immune system. “Our brain is the most sensitive organ to oxidative stress,” notes Shakersain.
“A growing body of scientific evidence is shedding light on the neuroprotection potential of astaxanthin and its positive effects on memory and mood.”
“Scientifically proven antioxidant, anti-inflammation and anti-apoptotic properties of natural astaxanthin make it a dominant candidate in the market exerting beneficial effects on both acute brain injuries and chronic neurodegeneration/cognitive impairment,” Shakersain adds.
“Consumers are looking for plant-based ingredients for cognitive health and healthy aging,” Weitz supports. Finzelberg offers its evidence-based ingredient Concental for cognitive enhancement.
“Concental provides a caffeine-free solution for cognitive enhancement, helping consumers to stay vigilant in stressful situations at work and in everyday life.”
“It supports cerebral blood flow and oxygen supply to the brain as of day one. It also helps reduce anxiety significantly, and that makes everything in life easier,” Weitz concludes.
By Kristiana Lalou
