Tapping into cognitive health: Lipofoods exec on brain performance and memory-enhancing ingredients
26 Mar 2020 --- The consumption of nootropics has increased tremendously in recent years and these supplements have become highly sought after by consumers in need of maximum concentration and performance in their everyday lives. That is according to Núria Jimenez, Marketing Specialist at Lipofoods, who tells NutritionInsight that often brain supplements or nootropics help improve brain functioning, thereby improving memory, while elevating brain performance in a more agile way.
With consumers on the hunt for performance-based products that help them reach their mental peak, nootropics open doors for improved mental capacity and overall brain performance. Product launches with nootropics are growing fast, reflected by an average annual growth of 70 percent in nootropic product launches (Global, CAGR 2015-2019), according to data from Innova Market Insights. 
The motion of “mindful choices” continues to dominate as an overall trend this year, alongside the demand for natural, clean label ingredients and substances obtained from plants. This gives a significant boost to products across multiple platforms. “Vegan-friendly, plant-based formulations are key as consumers increasingly turn away from animal products, such as traditional dairy,” Jimenez explains.
Meanwhile, e-sports place tremendous demand on many aspects of cognition, according to Jimenez. “On an otherwise level playing field, brain function will ultimately determine gaming success. Brain-boosting nootropic supplements can enhance several cognitive functions that may promote a state of peak gaming performance,” she states.
Students and young professionals are the target consumers of this specific market, according to Jimenez. “Above all, a significant number of university students from Europe consume these supplements for better academic performance. Memory enhancement supplements are also gaining significant importance among elderly population, who want to remain active mentally and physically.”
As these types of products are increasingly consumed, more and more scientists are investigating them, she adds.
“The theory of nootropics is based on the increase of neurotransmitters and the improvement of the effectiveness of neuronal receptors. Then memory, concentration, learning and intellectual performance are therefore increased,” Jimenez underscores.
Nootropics fit perfectly with an increasingly competitive society. They can help consumers to optimize their daily routine and they can uplift the standard of living with regards to intellectuality and performance, Jimenez maintains.
She also highlights that there is more scientific backing than one may think. “Nootropics have been studied for a long time. One example that comes to my mind is one research that was conducted in 1982 and involved more than 30 scientists in the fields of neurochemistry, neurobiology, neurology and biochemistry for the benefits of this type of ingredients,” explains Jimenez.
Recent research has shown that polyphenols from grapes and blueberries combined may help boost declining memory among some older adults, she further comments. Looking ahead, omega 3 is another ingredient that helps improve learning and memory; to palliate diseases such as dementia, mood disorders and schizophrenia.
Finally, Jimenez also highlights that active components like microalgae ingredients such as astaxanthin have been found to provide positive cognitive effects, as it “helps fight the deleterious effects of aging and safeguard the brain from neurodegenerative disorders such as Alzheimer’s.”
By Elizabeth Green
